<![CDATA[The development of digital technology has changed the management and marketing patternsof community-based tourist destinations, including the agrotourism sector. Songgon Village,Banyuwangi Regency, has a significant potential for durian agrotourism, but the use of digitaltechnology in its development still faces various challenges. These include limited digitalpromotion, low human resource capacity, and less-than-optimal innovation in tourism services.This study aims to analyze the digital-based durian agrotourism development strategy in improvingthe community’s economy. This research uses a qualitative descriptive approach with a purposivesampling technique, targeting agrotourism managers, durian farmers, MSME operators, thevillage government, and tourists. Data was collected through observation, in-depth interviews,and documentation, and then analyzed using the Miles, Huberman, and Saldaña model throughdata reduction, data display, and conclusion drawing. The results show that durian farming has apositive impact on increasing community income through job creation, the development of durianprocessed MSMEs, and an increase in tourist visits. Digital strategies that have begun to beimplemented include promotion through social media, digital payments using QRIS, reservationsystems, the digitization of tourism information through QR Codes, and the application ofthe smart farming concept. This research contributes a digital-based agrotourism developmentstrategy model that can be replicated in other local commodity-based tourism villages.]]>
Copyrights © 2026
