Proceedings of the 1st International Conference on Sustainable Management and Innovation, ICoSMI 2020, 14-16 September 2020, Bogor, West Java, Indonesia

Research Article

Conceptual Model of Integrated Agrotourism Marketing

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  • @INPROCEEDINGS{10.4108/eai.14-9-2020.2304461,
        author={Roslina  Roslina and Rita  Nurmalina and Mukhamad  Najib and Yudha Heryawan Asnawi},
        title={Conceptual Model of Integrated Agrotourism Marketing},
        proceedings={Proceedings of the 1st International Conference on Sustainable Management and Innovation, ICoSMI 2020, 14-16 September 2020, Bogor, West Java, Indonesia},
        publisher={EAI},
        proceedings_a={ICOSMI},
        year={2021},
        month={5},
        keywords={agrotourism marketing marketing strategies tourist intentions},
        doi={10.4108/eai.14-9-2020.2304461}
    }
    
  • Roslina Roslina
    Rita Nurmalina
    Mukhamad Najib
    Yudha Heryawan Asnawi
    Year: 2021
    Conceptual Model of Integrated Agrotourism Marketing
    ICOSMI
    EAI
    DOI: 10.4108/eai.14-9-2020.2304461
Roslina Roslina1,*, Rita Nurmalina1, Mukhamad Najib1, Yudha Heryawan Asnawi2
  • 1: IPB University
  • 2: University of Lampung
*Contact email: roslina@feb.unila.ac.id

Abstract

Agrotourism becomes an increasingly popular concept of tourism. Research on agrotourism generally separately and unrelated. Most agrotourism research is conducted from the supply side and only a few from the demand side. This paper proposes agrotourism marketing by integrating the parties involved in agrotourism (tourists, government, farmers, accommodation companies, and travel companies). This study proposes to conceptualize tourist intentions with interrelated and complementary agrotourism development policies and strategies to effective agrotourism marketing. This paper is useful for the parties involved in agrotourism to increase the effectiveness of agrotourism marketing and for the development of agrotourism. From the demand side, this study uses motivation theory and extended TPB in the context of agrotourism. From the supply side using expert opinion from the government, farmers, accommodation companies, and transportation companies This research is expected to contribute to consumer behavior research.