INNOVATING HERITAGE: DIGITAL ENTREPRENEURSHIP IN REVITALISING TRADITIONAL WEAVING FOR SUSTAINABLE COMMUNITY-BASED TOURISM

Abstract

Traditional mengkuang weaving, locally known as Anyaman Suri, represents an important cultural heritage in Kelantan, yet faces declining continuity due to rapid urbanisation, mass production, and the decreasing number of skilled artisans. This paper examines how innovation, design modernisation, and digital entrepreneurship can revitalise traditional weaving through a community-based tourism (CBT) model. Using a Participatory Action Research (PAR) approach, the study engaged women weavers in Pulau Suri through needs assessments, co-creation workshops, prototype development, and digital skills training. Early outcomes highlight the successful development of three new product categories—home décor, fashion accessories, and cultural souvenirs—together with the activation of Instagram and Facebook platforms to expand market access. Findings demonstrate that heritage-driven innovation, when complemented with digital marketing and e-commerce, enhances economic resilience, strengthens cultural preservation, and supports SDG-aligned community empowerment. This research contributes academically by integrating innovation theory, CBT principles, and digital entrepreneurship into a rural Malaysian context and provides practical implications for policymakers, MSMEs, and cultural tourism stakeholders.