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All Journal Proceeding of International Conference on Entrepreneurship (IConEnt)
Dara Salsabila Rianti
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Economics, Econometrics & Finance

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The Influence of Storytelling Strategies, Customer Engagement, and Visual Content on Food Agritourism Sustainability: A Study of Wondis Chocolate, Kulon Progo Dara Salsabila Rianti; Hermawan; Anjar Dwi Astono
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

Sustainable tourism has become a strategic approach addressing complex ecological, social, and economic challenges in the post-pandemic era. Food agritourism is recognized as a strategic vehicle for creating sustainable value creation aligned with Sustainable Development Goals (SDGs). This study aims to analyze the influence of storytelling strategies, customer engagement, and visual content on food agritourism sustainability at Wondis Chocolate, Kulon Progo. The research employed a quantitative approach with explanatory design involving 100 tourist respondents selected through purposive sampling. Data were collected using Likert scale questionnaires and analyzed through multiple linear regression. Results indicate that storytelling strategies, customer engagement, and visual content have positive and significant effects on food agritourism sustainability, both partially and simultaneously. Visual content demonstrates the strongest influence, followed by customer engagement and storytelling. This research contributes theoretically to destination marketing theory development and provides practical recommendations for optimizing sustainable agritourism marketing strategies.
The Influence of Government Support, Digital Literacy, and Market Orientation on Agrotourism Sustainability in the Menoreh Mountains Hermawan; Dara Salsabila Rianti; Anjar Dwi Astono
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study aims to analyze the influence of government support, digital literacy, and market orientation on agrotourism sustainability in the Menoreh Mountains. A quantitative approach with explanatory design was employed, involving 100 respondents consisting of agrotourism managers and operators. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression. The results reveal that government support has a significant positive impact on agrotourism sustainability through policies, infrastructure provision, and destination promotion. Digital literacy significantly enhances competitiveness via social media utilization, tourism applications, and online information management. Market orientation also shows significant effects by driving product adaptation, service adjustments, and targeted promotional strategies. Simultaneously, the three independent variables contribute significantly to agrotourism sustainability in the Menoreh Mountains. These findings indicate that synergy among policy support, digital capabilities, and adaptive marketing strategies is the key to strengthening competitiveness and ensuring long-term community-based agrotourism sustainability.
Co-Authors Anjar Dwi Astono HERMAWAN