<![CDATA[Agrotourism has become one of the fastest-growing tourism sectors in Indonesia, attracting increasing attention from both domestic and international visitors. By utilizing agricultural resources and natural landscapes, agrotourism offers visitors educational and recreational experiences. It serves not only as a form of leisure but also as a means of promoting environmental sustainability and supporting the economic development of rural communities. According to the United Nations World Tourism Organization (UNWTO, 2020), agrotourism has the potential to contribute to sustainable rural development by strengthening the agricultural sector, preserving the environment, and improving the welfare of local communities. Purbalingga is one of the five highest strawberry producers in Central Java. Strawberry production itself has various challenges, one of which is post-harvest problems because the fruit is easily damaged. Usually, strawberries are damaged on the way to consumers and to overcome this, Agrotourism D'las collaborates with strawberry farmers around the tourism area to increase market segmentation through strawberry picking. This study uses purposive sampling and data processing using the mix method. The results of the research on the role of PT Lembah Jaya's partnership with farmers were carried out with a general trade pattern. The analysis calculation shows that partner farmers have a higher income of 61% compared to non-partner farmers. Partnership with PT Lembah Asri Jaya or Agrotourism D'Las provides increased income for strawberry farming.]]>
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