Empowerment Strategy in Processing Telang Flowers as a Superior Product of Baran Edutourism Village in Malang

Abstract

As an educational tourism, Eduwisata Kampung Buah Bercahaya in Buring Village, Malang City, Indonesia carries the concept of communal branding with an emphasis on organic-integrated agriculture to improve the community's economy and environmental sustainability. This peri-urban village has considerable agricultural potential. As an educational tourism village, Baran Hamlet needs superior products, in this case telang flowers in the form of dried telang tea, bags, and fresh drinks. Strategy determination is carried out through 3 stages, namely: mapping local potential and problems descriptively, preparing solutive ideas based on SWOT analysis, and determining empowerment strategies. Mapping potentials and problems is carried out descriptively with a focus on aspects of natural and social potential. SWOT analysis is used to assess the strengths, weaknesses, opportunities, and threats of reasonable solutions, in this case the cultivation and processing of telang flowers. From the results of the analysis, empowerment strategies are carried out through good communication and interaction through forums and pilgrims, intensive mentoring with innovator bridges (starting from cultivation activities, utilization of telang plants as landscape elements, processing processes, marketing, and business management), focusing on the community, and building networks as reinforcement of communal branding. The strategy has been applied to society gradually. This year, the community was successful in producing and marketing processed telang flower products both online and offline.