Digitalizing Non-Star Hotels for Smart Urban Transformation and Sustainable Development Goal Nine

As urban centers evolve into "Digital Twin Ecosystems," a critical disconnect remains between advanced city infrastructures and the resource-constrained Small and Medium Enterprises (SMEs) that form the hospitality backbone. This "digital divide" hinders the realization of truly inclusive smart cities. This study investigates the operational strategies of Fellas Inn, a non-star hotel in Malang, to understand how SMEs bridge the "digital gap" and contribute to Sustainable Development Goal (SDG) 9 (Industry, Innovation, and In-frastructure). Using a method by Employing a qualitative single case study design, data was collected through semi-structured interviews with management and staff, supplemented by direct operational observation. The data was analyzed using Thematic Analysis through the lens of the Technology-Organization-Environment (TOE) framework. The conclusive results findings, reveal that Fellas Inn operates a "pragmatic digital twin" utilizing a bricolage of low-cost consumer tools, such as OTAs, Google Workspace, and WhatsApp, to substitute enterprise systems. While successful in enhancing operational efficiency and reducing waste, the hotel faces structural barriers including the "Cost-ROI Paradox" and a fragmented public digital infrastructure. The research concludes that for smart urban transformation to be sustainable, governance frameworks must expand beyond high-tech solutions to support these adaptive SME strategies. Governments must provide accessible digital backbones that allow small players to integrate into the city’s ecosystem without prohibitive barriers.