Conceptual Model of Integrated Agrotourism Marketing

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.