Development of Rancahiyang Traditional Market as a Digital-Based Cultural and Creative Economy Tourism Destination in Pasirtanjung Village

Abstract

The Rancahiyang Traditional Market in Pasirtanjung Village is a digital-based cultural and creative economy tourism destination. This service activity is carried out using the Community Based Tourism (CBT) approach. This activity was carried out in a qualitative-participatory descriptive manner and involved KKN students, the community, MSME actors, and market managers from July to August 2026. The procurement of ten garbage cans, the installation of Sundanese cultural literacy boards, the digitization of six MSMEs through QRIS and business banners, the application of aquaponics with catfish, kale, and pakcoy, and the Grand Opening as market branding activities are some of the programs implemented. For 16 respondents, evaluations were carried out through observations, interviews, documentation, and Google forms. The results of the evaluation showed that the response was very positive, with an average overall score of 4.84 on a scale of 5. Most of the participants (81.25%) stated that they were very satisfied, and 18.75% stated that they were satisfied. Literacy boards strengthen Sundanese cultural identity, garbage can procurement programs support market cleanliness and comfort, digitalization helps MSMEs adapt to digital transactions, and aquaponics become educational innovations as well as additional attractions. Overall, this action encourages the development of Rancahiyang Market into a community-based place for economic, social, cultural, educational, and tourism. Facility maintenance, supervision of the use of QRIS, aquaponics management, and increased promotion and cultural activities are necessary for the sustainability of the program.