SMALL AND MEDIUM ENTERPRISES: DISCOVERING THE COMMUNITY RESOURCES IN KAMPONG PARIT SERONG SUB-DISTRICT OF KUALA SELANGOR

The purpose of this study is to discover the potential product to be developed for rural tourism through small and medium enterprises (SMEs) in Kampung Parit Serong, Hujong Permatang Sub-District, Kuala Selangor. The data for this research was collected via observation, unstructured interview, and collection of secondary data. The findings for this research are divided into two (2) parts which are analysis checklist on community resources and site analysis. The study indicates that Kampung Parit Serong has grown many potential village entrepreneurs that have came up with various products and services through small and medium enterprises that can be further commercialized as a unique tourism product development for rural areas. The findings are small and medium enterprises in Kampung Parit Serong were found to have most potential in accommodation, traditional food like snacks, biscuits, and cakes, as well as health and medical supplies. The results have implications for the role of tourism in small and medium business growth and improving rural livelihoods and poverty reduction through business and employment opportunity, income generation and self-reliance.