Survival Strategies of MSMEs

A Case Study of Local Community Adaptation Amid Tourism Dynamics at Kelan Beach

Abstract

This study examines the survival strategies employed by Micro, Small, and Medium Enterprises (MSMEs) at Kelan Beach, Bali, in response to rapid tourism development. As visitor numbers and supporting infrastructure have expanded, local MSMEs face both new opportunities and mounting pressures, including intense competition, shifting consumer preferences, limited capital, and extreme weather cycles. Using a qualitative case-study approach, primary data were collected through observation, in-depth interviews, and documentation with food-vendor MSMEs, supplemented by secondary literature. The findings show that vendors adapt through product diversification, menu adjustments aligned with tourist preferences, and varied sales strategies, while government support remains limited and difficult to access. MSMEs play a central role in sustaining the destination's attractiveness by meeting visitor needs and helping maintain beach cleanliness. The study contributes empirical insight into local economic resilience in an emerging coastal destination and offers practical recommendations for training, mentorship, and infrastructure support to strengthen MSME sustainability within Bali's evolving tourism ecosystem.