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Abd Rahim
Universitas Muhammadiyah Parepare Indonesia
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Social Sciences Veterinary

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Integral Agritourism Strategy Through Non-Agricultural Tourism–Coffee Agribusiness Integration (Evidence from Latimojong Village Indonesia) Abd Rahim; Sri Nur Qadri; Putriani Putriani
Jurnal Ilmiah Membangun Desa dan Pertanian Vol. 10 No. 6 (2025)
Publisher : Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37149/jimdp.v10i6.2251

Abstract

Rural tourism development in agricultural regions requires innovative integration strategies to enhance local economic sustainability. However, most agritourism models still emphasize farm-based attractions, limiting integration opportunities for regions dominated by non-agricultural tourism. This study aims to propose an alternative agritourism development model by integrating non-agricultural tourism attractions with coffee agribusiness, referred to as integral agritourism, in Latimojong Village, Indonesia. A qualitative case study approach was employed using SWOT analysis based on in-depth interviews with 21 key stakeholders, including coffee farmers, tourism actors, academics, and visitors. The results indicate that the integration strategy is positioned in Quadrant I (growth strategy), reflecting strong internal capabilities and favorable external opportunities. The main strengths include superior coffee quality and strategic access to tourist markets, while significant opportunities arise from tourism-based branding and market expansion. In conclusion, integral agritourism extends conventional agritourism concepts by embedding agricultural products within existing tourism experiences and offers a replicable strategy for integrated rural development and sustainable local branding.
Co-Authors Putriani Putriani Sri Nur Qadri