H-D N-IMPACT FRAMEWORK FOR SUSTAINABLE DIGITAL MARKETING: INTEGRATING LIVING HERITAGE, HALAL TRUST, AND SOSTAC IN KESAWAN TOURISM MSMES
English
Published:
2026-09-06Downloads
Abstract
Digital transformation among tourism MSMEs does not automatically integrate heritage value, sustainability, halal integrity, and measurable marketing outcomes. This study develops and evaluates the H-D N-Impact Framework for the heritage-tourism and halal-culinary ecosystem of Kesawan, Medan. Using exploratory qualitative Design Science Research Methodology, the diagnosis involved 12 MSME operators, five visitors, and an FGD with three regulatory stakeholders. NVivo-assisted hybrid thematic analysis combined inductive-deductive coding, cross-case and negative-case analysis, and cross-stakeholder triangulation. Eight themes informed the artifact: living heritage experience, digital conversion capability, authenticity and information transparency, halal trust, multidimensional sustainability, event activation, readiness-based implementation, and impact/conversion/advocacy. H-D N-Impact integrates Heritage Experience, Digital Conversion Capability, Nachhaltigkeit/Sustainability, Halal Trust, and Impact through SOSTAC and three readiness tiers. Five expert-practitioners evaluated V3 (overall mean 4.23/5; conceptual rigor 4.40; structural logic 4.10; utility/applicability 4.20), all recommending minor revisions. Final refinement strengthened historical integrity, tier-based metrics, halal applicability, observable sustainability indicators, and simplified readiness tools.
Keywords:
sustainability digital marketing living heritage halal trust tourism MSMEs SOSTAC design science researchReferences
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