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

Authors

  • Abd Rahim
    Universitas Muhammadiyah Parepare Indonesia https://orcid.org/0000-0002-8508-4877
  • Sri Nur Qadri
    Universitas Muhammadiyah Parepare Indonesia
  • Putriani
    Universitas Muhammadiyah Parepare Indonesia

Keywords:

coffee agribusiness, integral agritourism, non-agricultural tourism integration, rural development, SWOT analysis

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.

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Published

2025-12-15

How to Cite

Rahim, A., Qadri, S. N., & Putriani, P. (2025). Integral Agritourism Strategy Through Non-Agricultural Tourism–Coffee Agribusiness Integration (Evidence from Latimojong Village Indonesia). Jurnal Ilmiah Membangun Desa Dan Pertanian, 10(6), 594–601. https://doi.org/10.37149/jimdp.v10i6.2251

Issue

Vol. 10 No. 6 (2025)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/jimdp.v10i6.2251
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Copyright (c) 2025 Abd Rahim, Sri Nur Qadri, Putriani

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