Digital Transformation of Rural MSMEs and Community-Based Tourism Development: An Integrated Empowerment Model in Nagari Batipuah Ateh, West Sumatra, Indonesia

Background: Rural communities in developing nations face persistent economic challenges characterized by limited market access and inadequate livelihood diversification. While digital technologies and community-based tourism (CBT) represent promising rural development strategies. This study implemented and evaluated an integrated empowerment model simultaneously delivering micro, small, and medium enterprise (MSME) digital transformation training and CBT destination development in rural West Sumatra, Indonesia.

Methods: We employed participatory action research design with 22 participants (10 MSME operators, 12 tourism destination managers) in Nagari Batipuah Ateh. The MSME component delivered 80 contact hours across four modules (photography/videography, digital marketing platforms, branding, financial management) with material support. The tourism component provided 60 contact hours across three modules (destination management, guiding/hospitality, digital marketing) alongside infrastructure development. We assessed competency development through validated instruments at baseline, post-intervention, 3-month, and 6-month follow-up using paired-samples t-tests and repeated measures ANOVA. Economic outcomes were measured through objective revenue data and visitor traffic records.

Results: Both intervention components demonstrated significant effectiveness. MSME participants achieved 84.3% average competency gains (p<0.001, large effect sizes: Cohen's d=2.1-3.8), with digital promotion confidence showing the largest improvement (66.2 percentage points). Tourism managers attained 74.3% average competency development (p<0.001, d=1.8-2.9). MSME revenues increased 33.5% at 3-month follow-up and 73.0% at 6-month follow-up (p<0.001), with 80% maintaining active digital presence.

Conclusions: The integrated dual-focus model achieved substantial competency development and economic outcomes, with evidence of mutually reinforcing effects between MSME and tourism components. Findings suggest that confidence barriers constitute primary obstacles to rural digital adoption beyond technical knowledge deficits.