PENGEMBANGAN LITERASI BISNIS BERBASIS WISATA UNTUK MENINGKATKAN EKONOMI LOKAL DI DESA NUPABOMBA

Abstract

This community engagement program aims to strengthen local economic development in Nupabomba Village, Donggala Regency, through the promotion of tourism-based business literacy. Although the village possesses considerable tourism potential, particularly in its natural attractions, the local community has not yet been able to convert these resources into productive and competitive economic activities. The primary issues identified include low levels of business literacy, limited entrepreneurial mindset, underutilization of tourism resources, weak institutional collaboration, and insufficient access to digital marketing and financial capital. The program was implemented through observation, community dialogue, socialization, and evaluation involving university lecturers, village authorities, and KKNT students. The socialization activities emphasized fundamental business concepts, value-added product development, basic financial management, and digital marketing techniques relevant to tourism-based microenterprises. The intervention encouraged the community to identify business opportunities associated with culinary products, souvenirs, and tourism services, while fostering a more adaptive and risk-aware entrepreneurial mindset. The results indicate that the program increased awareness and knowledge of tourism-based business opportunities, stimulated community participation in product development, and promoted collaborative initiatives between academic stakeholders and village institutions. Although the program remains preliminary due to time and funding constraints, it provides a foundation for future capacity-building activities and long-term village tourism planning strategies. In conclusion, enhancing tourism-based business literacy can serve as an effective pathway for improving rural economic resilience and broadening local income opportunities in Nupabomba Village.