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Integral Agritourism Strategy Through Non-Agricultural Tourism–Coffee Agribusiness Integration (Evidence from Latimojong Village Indonesia)

Jurnal Ilmiah Membangun Desa dan Pertanian · Vol. 10 No. 6 (2025) · pp. 594–601

DOI
10.37149/jimdp.v10i6.2251
ISSN
2527-2748
Published
2025-12-15
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0/

Abstract

Rural tourism development in agricultural regions requires innovative integration strategies to enhance local economic sustainability. However, most agritourism models still emphasize farm-based attractions, limiting integration opportunities for regions dominated by non-agricultural tourism. This study aims to propose an alternative agritourism development model by integrating non-agricultural tourism attractions with coffee agribusiness, referred to as integral agritourism, in Latimojong Village, Indonesia. A qualitative case study approach was employed using SWOT analysis based on in-depth interviews with 21 key stakeholders, including coffee farmers, tourism actors, academics, and visitors. The results indicate that the integration strategy is positioned in Quadrant I (growth strategy), reflecting strong internal capabilities and favorable external opportunities. The main strengths include superior coffee quality and strategic access to tourist markets, while significant opportunities arise from tourism-based branding and market expansion. In conclusion, integral agritourism extends conventional agritourism concepts by embedding agricultural products within existing tourism experiences and offers a replicable strategy for integrated rural development and sustainable local branding.

Keywords

Collaboration network of the authors

28 authors · 178 co-authorship links

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  • Universitas Sumatera Utara
  • Affiliation unknown
  • Different organisations
  • Same organisation
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  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Bahruddin BahruddinAffiliation unknown4
Syamsiar ZamzamAffiliation unknown4
Iradhatullah RahimAffiliation unknown3
Mayasari YaminAffiliation unknown2
Edi KurniawanUniversitas Sumatera Utara2
Munir MunirAffiliation unknown2
Abdullah AbdullahAffiliation unknown2
Irmayani IrmayaniAffiliation unknown2
Sukardi SukardiAffiliation unknown2
Sarina SarinaAffiliation unknown2
Sukmawati SukmawatiAffiliation unknown2
Suherman SuhermanAffiliation unknown2
Nur HapsaAffiliation unknown2
Rahmawati SemaunAffiliation unknown2
Ramlayani RamlayaniAffiliation unknown2
Indar Chaerah GunadinAffiliation unknown1
Yustinus Upa SombolayukAffiliation unknown1
Sukmawati SukmawatiAffiliation unknown1
Suherman SuhermanAffiliation unknown1
Fatmawati FatmawatiAffiliation unknown1
Harsani HarsaniAffiliation unknown1
Sukmawati SukmawatiAffiliation unknown1
Untung SuwardoyoAffiliation unknown1
Suherman SuhermanAffiliation unknown1
Fatmawati FatmawatiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIMDP/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Integral Agritourism Strategy Through Non-Agricultural Tourism–Coffee Agribusiness Integration (Evidence from Latimojong Village Indonesia)</dc:title>
	<dc:creator>Rahim, Abd</dc:creator>
	<dc:creator>Qadri, Sri Nur</dc:creator>
	<dc:creator>Putriani, Putriani</dc:creator>
	<dc:subject xml:lang="en-US">coffee agribusiness</dc:subject>
	<dc:subject xml:lang="en-US">integral agritourism</dc:subject>
	<dc:subject xml:lang="en-US">non-agricultural tourism integration</dc:subject>
	<dc:subject xml:lang="en-US">rural development</dc:subject>
	<dc:subject xml:lang="en-US">SWOT analysis</dc:subject>
	<dc:description xml:lang="en-US">Rural tourism development in agricultural regions requires innovative integration strategies to enhance local economic sustainability. However, most agritourism models still emphasize farm-based attractions, limiting integration opportunities for regions dominated by non-agricultural tourism. This study aims to propose an alternative agritourism development model by integrating non-agricultural tourism attractions with coffee agribusiness, referred to as integral agritourism, in Latimojong Village, Indonesia. A qualitative case study approach was employed using SWOT analysis based on in-depth interviews with 21 key stakeholders, including coffee farmers, tourism actors, academics, and visitors. The results indicate that the integration strategy is positioned in Quadrant I (growth strategy), reflecting strong internal capabilities and favorable external opportunities. The main strengths include superior coffee quality and strategic access to tourist markets, while significant opportunities arise from tourism-based branding and market expansion. In conclusion, integral agritourism extends conventional agritourism concepts by embedding agricultural products within existing tourism experiences and offers a replicable strategy for integrated rural development and sustainable local branding.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2025-12-15</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIMDP/article/view/2251</dc:identifier>
	<dc:identifier>10.37149/jimdp.v10i6.2251</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Ilmiah Membangun Desa dan Pertanian; Vol. 10 No. 6 (2025); 594 - 601</dc:source>
	<dc:source>2527-2748</dc:source>
	<dc:source>10.37149/jimdp.v10i6</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIMDP/article/view/2251/470</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Abd Rahim, Sri Nur Qadri, Putriani</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0/</dc:rights>
</oai_dc:dc>