Pengembangan Strategi Produk dan Pariwisata Kreatif Berbasis Kearifan Lokal Desa Ngesrep Balong, Kabupaten Kendal - Oktoriza, Linda Ayu; Damar, Haunan; Setyahuni, Suhita Whini; Zakaria, Fakhmi (Sasambo: Jurnal Abdimas (Journal of Community Service), 2025)
Desa Ngesrep Balong, yang terletak di Kabupaten Kendal, memiliki potensi besar dalam pengembangan pariwisata dan produk kreatif berbasis kearifan lokal, seperti Wisata Alam Curug Lawe, Desa Wisata Pinusan Separe dan Goa Jepang, wisata budaya batik ecoprint Puspandari, serta aneka jajanan tradisional di area kuliner Londer. Namun, kendala yang dihadapi oleh masyarakat setempat mencakup kurangnya keterampilan dalam inovasi produk, pengemasan, serta promosi yang efektif. Mata pencaharian mayoritas penduduk yang berfokus pada pertanian dan UMKM juga masih terbatas dalam mengoptimalkan sektor pariwisata sebagai sumber pendapatan alternatif. Program pengabdian ini bertujuan untuk mengembangkan strategi produk kreatif dan inovatif berbasis kearifan lokal, yang akan meningkatkan daya saing dan kesejahteraan ekonomi masyarakat. Pendekatan yang digunakan mencakup pelatihan kewirausahaan, inovasi produk, serta pemasaran digital bagi pelaku usaha lokal. Selain itu, program ini juga berupaya memperkuat kolaborasi antara pemangku kepentingan lokal untuk memaksimalkan potensi desa wisata secara berkelanjutan. Hasil yang dicapai dari program ini adalah peningkatan keterampilan masyarakat dalam menciptakan produk kreatif yang lebih inovatif dan menarik, serta peningkatan promosi dan pemasaran produk kerajinan local melalui platform e-commerce. Dengan demikian, desa Ngesrep Balong diharapkan dapat menjadi destinasi wisata yang unggul dengan produk-produk khas yang mendukung pertumbuhan ekonomi masyarakat setempat. Development of Creative Product and Tourism Strategy Based on Local Wisdom of Ngesrep Balong Village, Kendal Regency Ngesrep Balong Village, which is in Kendal Regency, has great potential in developing tourism and creative products based on local wisdom, such as Curug Lawe Nature Tourism, Pinusan Separe Tourism Village and Japanese Cave, Puspandari ecoprint batik cultural tourism, as well as various traditional snacks in the culinary area Londer. However, obstacles faced by local communities include a lack of skills in product innovation, packaging and effective promotion. The livelihoods of most of the population, which focus on agriculture and MSMEs, are also still limited in optimizing the tourism sector as an alternative source of income. This service program aims to develop creative and innovative product strategies based on local wisdom, which will increase the competitiveness and economic welfare of the community. The approach used includes entrepreneurship training, product innovation, and digital marketing for local business actors. Apart from that, this program also seeks to strengthen collaboration between local stakeholders to maximize the potential of tourism villages in a sustainable manner. The results achieved from this program are increased community skills in creating more innovative and attractive creative products, as well as increased promotion and marketing of local craft products through e-commerce platforms. In this way, it is hoped that Ngesrep Balong village can become a superior tourist destination with unique products that support the economic growth of the local community.