INTEGRASI EKOWISATA MANGROVE DAN INOVASI PRODUK BANDENG: MODEL PEMBERDAYAAN BERBASIS POTENSI LOKAL DI KABUPATEN BARRU

Abstract

Program pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas ekonomi masyarakat pesisir di Kabupaten Barru melalui integrasi ekowisata mangrove dan inovasi produk olahan ikan bandeng. Kegiatan dilaksanakan pada kelompok pengolah ikan Poklashar Berkah di Desa Ajjakkang, Kecamatan Soppeng Riaja, yang menghadapi permasalahan berupa rendahnya nilai tambah produk bandeng, belum optimalnya pemanfaatan ekosistem mangrove sebagai destinasi edukatif, serta keterbatasan kemampuan branding dan pemasaran digital. Metode yang digunakan meliputi pelatihan pengolahan produk bandeng bernilai tambah (Nugget Bandeng, Bandeng Cake, dan Bandeng Stick), pelatihan eco-guiding dan penyusunan paket ekowisata mangrove, serta pendampingan digital branding untuk meningkatkan daya saing produk. Hasil kegiatan menunjukkan peningkatan keterampilan produksi atau pengolahan ikan bandeng dan pengemasan produk ikan bandeng seperti: nugget ikan bandeng, bandeng cake, dan stick bandeng, terbentuknya paket wisata edukatif berbasis mangrove, serta meningkatnya pemanfaatan media digital sebagai sarana pemasaran. Program ini terbukti memberikan dampak positif terhadap peningkatan pendapatan dan motivasi masyarakat, serta membentuk model pemberdayaan berbasis potensi lokal yang berkelanjutan dan dapat direplikasi di wilayah pesisir lainnya. Kata kunci: Ekowisata mangrove, inovasi produk bandeng, pemberdayaan masyarakat, digital branding, Barru. ABSTRACT This community engagement program aims to enhance the economic capacity of coastal communities in Barru Regency through the integration of mangrove ecotourism and innovation in processed milkfish products. The activities were carried out with the Poklashar Berkah fish-processing group in Ajjakkang Village, Soppeng Riaja District, which faces several challenges, including the low added value of milkfish products, the suboptimal utilization of mangrove ecosystems as educational tourism destinations, and limited skills in branding and digital marketing. The methods applied in this program included training on value-added milkfish processing (Milkfish Nuggets, Milkfish Cake, Milkfish Sticks), eco-guiding training and the development of mangrove ecotourism packages, as well as digital branding assistance to improve product competitiveness. The results indicate improvements in production and packaging skills, the establishment of mangrove-based educational tourism packages, and an increased use of digital media as a marketing platform. This program has proven to generate positive impacts on community income and motivation, while also developing a sustainable, locally rooted empowerment model that can be replicated in other coastal regions. Keywords: Mangrove ecotourism, milkfish product innovation, community empowerment, digital branding, Barru.

Keywords

• Ekowisata mangrove
• Inovasi produk bandeng
• Pemberdayaan masyarakat
• Digital branding
• Barru