Pertanika Journal of Social Sciences & Humanities
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Pertanika · Universiti Putra Malaysia Press

Pertanika Journal of Social Sciences & Humanities

Official journal of Universiti Putra Malaysia for scholarly work across the social sciences, humanities and related interdisciplinary fields.

e-ISSN 2231-8534 ISSN 0128-7702
Pre-press article

Integrating Capacity-Building and Community Service for Sustainable Tourism: Empowering Berastagi’s Tourism Workforce Through International Collaboration

Norizan Baba Rahim and Setyo Kuncoro

https://doi.org/10.47836/pjssh.34.4.17
KeywordsAlgorithmic exposure; Bogor City, Indonesia; gamophobia; Generation Z; marriage attitudes; social media effects
Article content

Abstract

The programme "Capacity Building and Community Empowerment for Sustainable Tourism" is designed to build relationships, capacity, and skills among local stakeholders around sustainable tourism and community development. The programme was a collaboration between Universitas Terbuka (UT), Universiti Sains Malaysia (USM) and Universitas Sumatera Utara (USU) and involved working with local tourism employees (including fruit and flower vendors, farmers’ groups, and horse cart operators) at the Berastagi Fruit Market in Karo Regency. A total of 50 participants, including local tourism stakeholders and 48 students and facilitators from three participating universities, were involved in this qualitative study. Data were collected from direct observation, participant feedback, and facilitator reflection sessions. The first step of this process was conducting a needs assessment to identify the educational and developmental priorities of participants so that the programme could be tailored to fit the needs of this community and to provide participatory interventions. The project provided training in sustainable tourism management and digital marketing and built a destination through practical community service projects to improve the area's infrastructure and facilities. Thematic analysis detailed some advantages, including stakeholder engagement and a more profound understanding of sustainable tourism practices; practical options for skill development directly following cross-cultural learning are the yield of community participation. This special programme includes capacity-building training, community service activities, and international cooperation between UT-USM & USU for sustainable tourism development in line with SDG 8 (Decent Work & Economic Growth) and SDG 11 (Sustainable Cities & Communities).