ABSTRACT

Ranubedali Tourism in Ranubedali Village, Ranuyoso District, Lumajang Regency, flourished in 2018–2019, but visitor numbers dropped sharply after the Covid-19 pandemic, leaving the destination practically dormant. The decline was worsened by weak promotion, the absence of an official visual identity, limited directional signage, and the emergence of newer, trend-driven destinations. Meanwhile, the village has abundant coconut production that has not yet been processed into value-added products. This community service program aimed to revive Ranubedali Tourism through rebranding and to create a flagship village product in the form of coconut jam. The partners were the Ranubedali Village government, the Tourism Awareness Group (Pokdarwis), and the PKK women's group. The program ran for 35 days (20 July–23 August 2022), was planned to use a Business Model Canvas, and consisted of four stages: agenda setting, tourism rebranding, program implementation, and evaluation. Rebranding covered the design of a logo, the slogan "More Than Hidden Gem", a vision and mission for the destination, the reactivation of Instagram and TikTok accounts, the installation of directional signs, and online media publications. Economic empowerment was carried out through socialization and training on making preservative-free coconut jam, covering ingredients, processing, and storage. The results show that Ranubedali Tourism now has a complete brand identity, active digital promotion channels, and access that is easier for visitors to recognize, while the PKK women gained new skills to turn coconuts into a marketable product. Sustaining these outcomes requires consistent social media management by Pokdarwis and further assistance in packaging, licensing, and marketing.