TRANSFORMING COFFEE TOURISM IN LABUAN BAJO THROUGH DIGITAL INNOVATION AND TECHNOLOGY

Abstract

This community service initiative aimed to elevate coffee tourism in Labuan Bajo, Indonesia, by integrating digital innovation and technology into local coffee SMEs. Leveraging strategies such as digital cafes with QR-code-based storytelling, social media branding, and electronic payment systems, the program sought to enrich tourism experiences while bolstering SME competitiveness and sustainability. Employing a participatory action research approach, the program included stakeholder workshops, design of digital coffee touchpoints, and training for SME owners and tourism actors. Results demonstrated enhanced visitor engagement, improved SME digital capacity, and heightened regional branding of coffee as a tourism asset. This study underscores the potential of technology-driven community interventions in propelling sustainable tourism and local economic development.