Sebelas Maret International Conferences, The 1st INCREDIBLE

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Integration Model for Sustainable Agro-Tourism Management
Ihwan Susila

Building: Parallel Session 1
Room: I
Date: 2020-10-27 01:15 PM – 02:30 PM
Last modified: 2020-10-18


The purpose of this study is to develop an agro-tourism management model with an emphasis on community participation in creating sustainable tourism areas. This study used a grounded theory approach to explore and discover the concept of sustainable agribusiness management. Data were collected through field observations and semi-structured interviews with 17 participants consisting of government officers, farmers, traders, and MSME owners. The findings of this study explain the high community involvement in maintaining the sustainability of agro-tourism by conducting marketing innovations. The role of local governments is also very helpful in developing agro-tourism areas by providing training assistance and infrastructure development. This research developed a conceptual framework for the development of sustainable agro-tourism. Although the use of grounded theory raises limited generalizations, the results of this study have led to the concept of integrated agro-tourism management based on the community development. This integration includes product diversification, marketing networks, integrated locations, natural and cultural resources, production chains, and rural tourist attractions. Marketers can develop strategies to increase tourist visits by exploring the potential resources that agro-tourism has. It is very important for marketers and governments to understand the potential of agro-tourism and develop strategies to develop sustainable agro-tourism