Abstract

Purpose: This study explores the role of distribution channels and logistics management in empowering Micro, Small, and Medium Enterprises (MSMEs) within the context of Community-Based Tourism (CBT) in Pawan Village and Sialang Jaya Village, Indonesia. Research design, data and methodology: This study used the AHP method with a mixed-methods approach. Data were collected through observations and interviews from 100 respondents. The Analytical Hierarchy Process (AHP) is used to prioritize key development areas such as infrastructure improvement, MSME empowerment, and tourism promotion. Result: The findings indicate that efficient supply chain management (SCM) and the adoption of digital technologies such as e-commerce and customer relationship management (CRM) are essential in broadening market reach and enhancing MSME operational efficiency. Additionally, collaboration between local governments and MSMEs in developing infrastructure plays a critical role in fostering sustainable tourism. Conclusions: This study emphasizes the importance of distribution economics and logistics management in creating sustainable tourism and empowering MSMEs in rural areas. A strong integration between digital technology, distribution management, and infrastructure development will be a solid foundation for developing community-based tourism in areas with tourism potential but limited access to logistics and distribution. The study importance of economic distribution for sustainable tourism.