AGRITOURISM DEVELOPMENT MODEL AND MARKETING STRATEGY USING CONJOINT ANALYSIS APPROACH
Tourism is important for urban communities because it can relieve stress. One type of tourism favored by urban communities is nature tourism. However, the dense urban population causes a lack of land for natural tourism in urban area. Agritourism has the potential to be developed in urban areas by o...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53831 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Tourism is important for urban communities because it can relieve stress. One type of tourism favored by urban communities is nature tourism. However, the dense urban population causes a lack of land for natural tourism in urban area. Agritourism has the potential to be developed in urban areas by optimizing land availability. Therefore, it is necessary to design agritourism model according to land conditions and a good marketing strategy to create attractive tourism products. The research was conducted at Tani Kota with the aim of (1) determining the suitability of the land use based on suitability for agriculture, tourism, beauty, and amenity, (2) making agritourism models suitable for land conditions and tourism development plans, (3) making tourism activities recommendations according to land conditions and tourist preferences, and (4) determining the tourism marketing strategy in Tani Kota. The research was conducted using the ATBA (agriculture, tourism, beautification, amenities) method and conjoint analysis. Overall, Tani Kota is suitable for agriculture, tourism, beauty, and amenity. Agricultural practice recommendations are crop rotation and aquaponics. The concept of the tourism development model is utilization. The site plan consists of an agricultural area, an eco village, an outbound, a multipurpose area, a service area, a tracking path, and a photo area. The tourism activities recommendations are gardening, fun harvesting and fun cooking, and archery and tracking. The marketing strategies recommendations are (1) market segments is adults who included in middle-middle class and upper-middle class people, (2) target market is people who are interested in flora/fauna and like outdoor activities (3) market position adjusts to tourism activities attracting tourists with ticket prices that are in accordance with tourist purchasing power, and (4) apply the marketing mix product, price, place, promotion, people, process, and physical evidence. |
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