Sustainable and Feasible: Exploring Motivation Factors Contributing to the Success of Tourism Village Development in Indonesia

The development of tourism villages is regarded as an avenue to accelerate national economic growth, by capitalizing on the potential and uniqueness of these villages to increase value added and enhance the economic welfare of the local community. Scholarly literature has acknowledged that through innovative and distinctive branding strategies, tourism villages have the capacity to undergo a transformative process, evolving from poverty-stricken communities into prosperous ones (Yang and Xu 2022; Zoto et al. 2013). However, it is important to acknowledge that not all tourism villages are equally successful in packaging tourism products, particularly in Indonesia, where they confront resource constraints in terms of human resources, natural endowments, and digital infrastructure. Consequently, these challenges hinder the ability of tourism villages to upgrade their economic status and narrow the development gap vis-à-vis urban centers.