Strengthening Creative Local Human Resources In The Field Of Business Models And Marketing Of Coffee Ecotourism In Sukodono Village, Malang District

Sukodono Village in Malang Regency has diverse resource potential, but faces challenges related to branding and optimizing existing potential. Thelevel of community literacy related to science and technology is still low, affecting the ability to operationalize technology to develop a sustainable coffee ecotourism business model. Making Sukodono Village a successful coffee ecotourism destination requires strategic planning to improve the competitiveness of the area. The level of knowledge and skills of local human resources is still lacking, hampering competitiveness and competence in developing sustainable business and marketing models, particularly in the utilization of digital platforms. Therefore, improving the quality of local human resources in Sukodono Village needs to be encouraged in order to apply modern business models such as the business model canvas.Assistance in community empowerment in Sukodono Village, by developing a more productive coffee ecotourism business model through a business model canvas (BMC), can be a solution to this problem. The development of coffee ecotourism begins with the branding process through existing promotional media, including village layout maps, websites, and regional taglines to increase the popularity of Sukodono Village as a coffee ecotourism destination in Malang Regency