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The study is grounded by various successes of Pujon Kidul tourism village program, namely having great demand of tourists, national to international awards, and large economic benefits. Moreover, examining role of social system in innovation diffusion process has an important value so that the community want to accept and participate in the program. It applies qualitative methodology by using documentation as data collecting. Its validity uses data triangulation. It applies Everest M. Rogers’ social system component theory. It aims to decribe role of social system components in innovation diffusion process of this program. It indicates: (1) Karang Taruna acts as a system member accepting initial innovation and becoming a model; (2) Udi Hartoko, acting as a reformer and community figure, actively pursues recognition, persuasion, and defending the innovation acceptance; (3) this dual role makes him trustworthy; (4) discussion eases recognition and persuasion; (5) mutual cooperation system eases modelling process in community empowerment; (6) origin and vision similarities form a mutual trust between the community and Udi Hartoko; (7) low education and a closed change  paradigm decelerate innovation diffusion process; (8) it is found the uniqueness of a reformer also acting as community figure.