| Summary: | One of the famous heritages in Jambi Province is Muarajambi Heritage which established as one of tourist destination. Hence, rural tourism that determines by social entrepreneurship potencies is considered to be marketing tool. So, research question: “Is social entrepreneur potential to implement rural tourism at that heritage tourist destination? This research mainly uses qualitative method that adding information by delivered questionnaires to the citizen surrounding the heritage. In-depth interview is conducted to several key stakeholders in order to craft heritage value to be delivered as a model for rural tourism. The results shows that: 1) local people and community do not comprehend and perceived their role on the local government heritage program, 2) value that delivered by related officials is not clear enough so it prevents local citizen and community to be involved, and 3) coordination between government affairs is not well conducted to manage tourism program. These make social entrepreneurship is not well implemented yet to be established as rural tourism practices on marketing program. Hence it is recommended to reformulate heritage value to be delivered to potential segment market creatively. Furthermore, it should consider global and universal attribute in order to sustain it as the rural tourism destination.
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