Development of Agrotourism business model – Farmer’s
welfare:
Tourism development in a state is generally directed as a key sector to
promote economic growth, increased local revenues, empowering the community's
economy, intensifying employment and business opportunities and enhancing new product
introduction and marketing in order to improve the welfare of the community or
society. The development of tourist areas must be fully planned developments
that optimum benefits can be obtained for the community. The model canvas
supports development along with more comprehensive and integrated communication,
a business model that also supports creative and innovation toward a more
sustainable business model.
The objectives are expected in the business development of the tourism
sector in addition to the creation of new business models that will form a clear
business Eco-system and provide expected results, can also formulate business
strategies on the tourism sector based on the analysis that has been done.
Agrotourism or agricultural tourism is
defined as a series of travel activities that take advantage of location or
agricultural sector from the beginning of production to agricultural product share
obtained in various systems and scales with the aim of broadening knowledge, understanding,
experience and recreation in agriculture. Development of agrotourism activities
directly and indirectly will increase the positive perception of farmers and
the community about the importance of conservation of agricultural land
resources. In addition, agrotourism can conserve resources, preserve local
wisdom and technology, and increase the income of farmers or communities around
agrotourism. The development of agrotourism will create jobs and increase
income and improve the welfare of farmers.
Some of the positive impacts of agrotourism development
include increasing the selling value of agricultural commodities produced and development
of other sources of income that can be enjoyed by local people such as homestay
rentals and other recreational facilities such as canteens, souvenir sales, and
others. In addition, agro tourism is one of the effective mode in the promotion
of agricultural products and culture of the locality. The development of
tourist village based on agrotourism is a very important thing especially for
areas that have agrotourism potential.
The problems of developing agrotourism sector in Village are: 1) Lack of understanding
and citizen participation on agrotourism potential; 2) The potential of tourist
attractions has not been properly managed; 3) The role of agrotourism in local
economic development has not been maximized; 4) Ineffectiveness of local
community-based tourism institutions; 5) Lack of capacity and accessibility of
infrastructure in supporting agrotourism
From the above problems demanded agrotourism sector in Village as one of
the tourism villages initiated by the local government agencies up to the
village administration to be able to read the existing opportunities and able
to read market conditions and can provide new innovations in business
development so that the agrotourism sector can be still known as a tourist
attraction that provides tourism morale for consumers as well as other
stakeholders. And the absence of written regional and business development
strategies from agrotourism make the agrotourism sector for now is still not
known by many people. Therefore, the agrotourism sector in Village must develop
a new, systematic and sustainable business innovation.
It can be concluded that the new business model can be created by
considering the environmental and social aspects in addition to the economic
aspects that already exist in the business model canvas. Agrotourism is a
series of tourism activities that utilize the potential of agriculture as a tourist
attraction, both the potential of natural landscape of agricultural areas and
the peculiarities and diversity of production activities, and agricultural
technology and culture of agricultural communities.