A Tourism Entrepreneurship Model Based on Local Potential to Enhance the Competitiveness of Sampe Raya Tourism Village, Langkat Regency

Abstract

This study aims to formulate a local-potential-based tourism entrepreneurship model to improve the competitiveness of Sampe Raya Tourism Village, Langkat Regency, Indonesia. The study employed a descriptive qualitative approach using field observations, in-depth interviews, documentation, and a Focus Group Discussion (FGD) involving 20 participants representing village government, tourism awareness groups, village-owned enterprises, micro, small, and medium enterprises, homestay managers, tour guides, community members, academics, and tourism partners. The findings indicate that Sampe Raya has diverse tourism potential, including rice farming, bat cave, Landak River, stingless bee honey, Sungai Luntir Waterfall, accommodation, local culinary products, and guiding services. However, tourism development faces several challenges, including limited integration between attractions and supporting services, the need to improve service quality, seasonal and limited local business products, insufficient destination signage, and the need to strengthen digital promotion and stakeholder collaboration. Based on the field findings and FGD validation, the proposed model consists of six interrelated components: local tourism product development, capacity building for tourism entrepreneurs, value chain and tour package integration, stakeholder collaboration, digital marketing and market access, and evaluation of service quality and competitiveness. FGD participants considered the model relevant to local needs, although its implementation requires adjustment to available resources. This study provides a conceptual framework for integrating local resources, community entrepreneurship, and stakeholder collaboration in tourism village development. Further implementation and evaluation are needed to assess the model's contribution to destination competitiveness and the local economy.