The Power of Heritage and Agricultural Attractions in Driving  the Development of Agri-Tage Tourism Destination

Irany Windhyastiti; Umu Khouroh; Sri Wahyu  Lelly Hana Setyanti; Syarif Hidayatullah; Abdul Waris; Christina Sri  Ratnaningsih

doi:10.26905/jbm.v12i2.16620

Authors

Irany Windhyastiti Universitas Merdeka Malang
Umu Khouroh Universitas Merdeka Malang
Sri Wahyu Lelly Hana Setyanti Universitas Merdeka Malang
Syarif Hidayatullah Faculty of Economics and Business, Universitas Merdeka Malang, Indonesia
Abdul Waris Business Administration Department, Politeknik Negeri Malang, Indonesia
Christina Sri Ratnaningsih Faculty of Economics and Business, Universitas Merdeka Malang, Indonesia

DOI:

https://doi.org/10.26905/jbm.v12i2.16620

Keywords:

Community Engagement, Government Role, Heritage and Agriculture Attraction, Image and Promotion, Tourism

Abstract

This research was conducted in a tourist area that combines agricultural and heritage (agri-tage) tourism.This study aims to: 1) analyze the influence of tourist attractions on the development of tourism destination , 2) analyze the influence tourism support facilities on the development of tourism destination,3) analyze the influence of image and promotion on the development of tourism destination, 4) analyze the influence of the role of government on the development of tourism destination, and 5) analyze the influence of community engagement on the development of tourism destination. Sekaran Hamlet, Sekarpuro Village, Malang Regency offers cultural tourism potential, namely ancient sites (pre-Majapahit sacred buildings) and agricultural panoramas. The population was a rural community, and the sample size was 373 respondents. The data were analyzed using multiple regression. The result show: 1) Tourist attractions have a significant effect on the development of tourism destination, 2) Tourism support facilities don’t have a significant effect on the development of tourism destination,3) Image and promotion have a significant effect on the development of tourism destination, 4) The role of government have a significant effect on the development of tourism destination, and 5) Community engagement on the development of tourism destination. Heritage and agricultural attractions have a dominant influence on tourism development, as most respondents considered the Sekaran Site and its history to be the primary draw for tourists. Furthermore, the natural scenery, including expansive rice fields and agricultural activities, directly accessible to tourists, creates a very different atmosphere from many other tourist destinations that prioritize modern entertainment. These factors offer a more in-depth experience and foster educational aspects and awareness of the importance of sustainability. Supporting tourism facilities are not as influential as cultural and agricultural attractions in the development of tourism destination in Sekarpuro Village. This can be explained because educational tourism based on culture and agriculture prioritizes direct experience and interaction with nature and local culture and does not rely entirely on physical facilities such as parking or restaurants. While adequate facilities are still necessary, the primary appeal of this tourism lies in the educational experiences offered by the Sekaran Site and the surrounding agricultural areas

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Author Biography

Irany Windhyastiti, Universitas Merdeka Malang

Dosen Prodi Manajemen FEB Universitas Merdeka Malang

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