THE EFFECT OF CREATIVITY AND DIGITAL LITERACY ON BUSINESS OPPORTUNITIES AND THEIR IMPACT ON WELFARE LEVELS

Sari, Marta Widian and Aima, Havidz and Elfiswandi, Elfiswandi (2023) THE EFFECT OF CREATIVITY AND DIGITAL LITERACY ON BUSINESS OPPORTUNITIES AND THEIR IMPACT ON WELFARE LEVELS. International Journal Of Professional Business Review, 8 (5). 01-17. ISSN 2525-3654

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Abstract

Purpose: The aim of this study is to examine determine the effect of creativity and digital literacy on business opportunities and their impact on the level of welfare in the marine tourism community of Padang city Theoretical framework: The development of the tourism industry shows a very interesting phenomenon. The business opportunity that exists in the tourism industry is a tremendous economic potential. This extraordinary tourism industry business opportunity can be used as a great opportunity for the community and government to increase state revenues and improve the welfare of the community managing the tourism industry business. Design/methodology/approach: The study used primary data from 209 respond-ents. The method used is Structural Equation Modeling Analysis with Partial Least Square (PLS). Findings: The results in this study indicate that creativity has a significant effect on community business opportunities. Then the digital literacy variable has a significant effect on community business opportunities. Furthermore, the creativity variable has a significant effect on the level of community welfare. Meanwhile, the digital literacy variable has no significant effect on the level of social welfare. Because business opportunities have a significant effect on the level of community welfare. Research, Practical & Social implications: The Study suggestion from this study is that the thing that can help improve the economic welfare of the Padang City maritime tourism community is the high demand for tourism which makes tourism activity increase. Therefore, it is necessary to have a program planned by the government in the form of training for the community related to marine tourism so that people's creativity can be stimulated in realizing tourism businesses. Originality/value: The value of the study is tourism that develops and has complete facilities will make tourism activities crowded with visitors. When visits from tourists are high, this is an opportunity for the community to realize businesses such as MSMEs and other businesses that will generate income to increase the welfare of the community.

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