Strengthening Rembitan Village MSMEs through Local Wisdom-Based City Branding: A Holistic Approach to Tourism Development "Weaving Village"

Abstract

This study focuses on Rembitan Village as a “Weaving Village”, which has unique cultural resources, intellectual property, and local context. By exploring the potential of tourism and MSMEs in Rembitan Village, this study provides valuable insights into how MSMEs development can act as a driving force for tourism in rural areas. This study aims to: (1) Identify the strengthening of MSMEs in Rembitan Village through the establishment of city branding based on local wisdom; (2) Exploring information on MSMEs in Rembitan Village regarding existing and current efforts; (3) Assessing the linkages and utilization of MSMEs in Rembitan Village; and (4) Formulate a strategy to strengthen MSMEs in Rembitan Village through the establishment of local wisdom-based city branding.

The strategy used is SOAR analysis using a matrix adapted to research needs. The results of this study are: (1) Creating a mapping flow for MSME innovation planning and development through the establishment of city branding, such as: creating promotional media both print and social media that are integrated with websites to attract local and foreign tourists and investors, (2) Organize rearranging and grouping tourism objects by making clear, persuasive, informative, and binding regulatory planning, (3) Packaging city branding through collaboration with government agencies, relevant stakeholders and the private sector, (4) Making ongoing mentoring, training and coaching activities to groups of pokdarwis, songket weavers or synergize with local communities in an effort to build awareness of the tourist area of Rembitan Village, (5) Provide facilities and infrastructure that support comprehensive tourism activities in Rembitan Village such as: a safe, communicative and integrated information service center, (6) Carry out coordination and mapping of areas according to the needs and expected numbers, and (7) Make regulations and provide guidance to tour agent owners, inn/hotel owners, or synergize with local communities so that accurate information is conveyed.

The novelty of this study lies in a comprehensive approach to overcoming classic problems that are always faced by Rural MSMEs, especially "Weaving Villages". In addition, it provides clear directions for practical actions that the Village Government can take with the community. This contributes to the formation of community understanding and culture of public literacy about sustainable tourism development at the village level and the importance of local community involvement in the process.