Integrated Digital Cooperative Business Model: Artificial Intelligence-Based Aggregation and Consolidation of the Tourism-MSME Value Chain in Kuningan Regency

Abstract

The digital transformation of cooperatives and micro, small, and medium enterprises (MSMEs) is essential for strengthening local economic resilience; however, fragmented supply chains continue to create stock imbalances between MSME producers and tourism businesses in Kuningan Regency. This study aimed to design and conceptually validate an artificial intelligence-supported Integrated Digital Cooperative Business Model that positioned cooperatives as aggregators and consolidators of tourism-MSME products. A qualitative descriptive single-case study approach was employed using Transdisciplinary Action Research, Living Lab, Human-Centered AI Design, Waterfall, and CRISP-DM frameworks. Data were collected through interviews with 29 stakeholders, a focus group discussion involving 10 participants, field observations, document reviews, a digital readiness survey of 45 MSME actors, expert validation by three experts, and user testing involving 15 respondents. The findings revealed fragmented transactions, manual record-keeping practices, and simultaneous overstock and stockout conditions. The proposed model integrated six platform modules, a hybrid Business Model Canvas, and rule-based recommendation mechanisms based on tourism calendars. Expert validation confirmed that 11 of 12 assessment items were valid, while users reported high levels of perceived usefulness, usability, trust, and intention to adopt the system. In conclusion, the proposed model has the potential to strengthen market access, improve transaction efficiency, and enhance collaborative value creation. However, functional prototyping, financial feasibility testing, broader validation, and gradual development of machine-learning capabilities remain necessary to support future scalability.