Universitas Padjadjaran, through a team of lecturers from the Public Relations Study Program and students from the Community Service Program (KKN-PPM) Group 39, successfully published the results of their community service activities in the form of a scientific article titled “Mapping the Business Ecosystem of Tourist Destinations Through the Utilization of Local Wisdom Content as a Branding Medium.” The article was published in J-Abdi: The Jurnal Pengabdian Kepada Masyarkat, or Journal of Community Service, is a reputable national journal. It is currently in its fifth volume and third issue, published in August of 2025. This publication draws attention to the results of mapping MSMEs in the Jatigede tourist area, Sumedang, as well as strategies for community empowerment through a digital literacy and local wisdom-based branding approach.
This approach finds particular pertinence within the framework of sustainable development, particularly with regard to the economic and local cultural pillars. In the publication, the research team presents field data obtained through observation, interviews, and joint training with MSME actors and village governments. The results of the study indicate that the majority of local MSMEs are engaged in the culinary sector but have not optimized the use of social media as a promotional tool.
Consequently, the integration of local wisdom content and business ecosystem mapping have been identified as strategies to enhance competitiveness and broaden marketing reach. This article is expected to serve as an academic and practical reference for the development of other tourist villages with similar potential, while also reinforcing the contribution of higher education institutions in the development of knowledge and community-based solutions.
