AGRICULTURE-BASED TOURISM VILLAGE DEVELOPMENT STRATEGY AND THE ROLE OF AGRICULTURAL EXTENTION WORKERS IN SUKOMAKMUR
Main Article Content
Fatikhah Nurul Fajri
Pramesti Megayana
This study investigates the development strategy of an agriculture-based tourism village and the role of agricultural extension workers in Sukomakmur, Kajoran, Magelang. The research employed Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), the Internal–External (IE) matrix, SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM) to formulate and prioritize strategies. Results of IFE and EFE indicate that strengths such as village regulation, natural potential, active farmer and tourism groups, proactive extension workers, and preserved local wisdom outweigh weaknesses, while opportunities from digital promotion, tourism market expansion, and stakeholder support are greater than threats such as climate risks, competition, and changing trends. The IE matrix positioned Sukomakmur in the growth and build quadrant, showing strong internal capacity and external opportunities. SWOT and QSPM analyses highlighted WO1 (utilizing stakeholder support to increase capital and infrastructure) and SO1 (optimizing digital promotion of natural landscapes) as the most prioritized strategies, followed by ST1 (assisting farmers in mitigating crop failure risks) and WT2 (developing SOPs to protect agricultural land from tourism impacts). The findings emphasize the pivotal role of agricultural extension workers as facilitators, mentors, and mediators in empowering local communities, strengthening institutional collaboration, and ensuring the sustainability and competitiveness of agrotourism development.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson.
Bhatnagar, S., & Sharma, D. (2021). Green financing in India: Identifying future scope for innovation in the financial system. International Journal of Green Economics, 15(3), 185–212.
Cassidy, C. M., Glissmeyer, M. D., & Capps, C. J. (2013). Mapping an internal-external (IE) matrix using traditional and extended matrix concepts. Journal of Applied Business Research, 29(5), 1523–1528.
Catalino, A.H. and Lizardo, M. (2004), “Agriculture, environmental services and agro-tourism in the Dominican republic”, eJADE: electronic Journal of Agricultural and Development Economics, Vol. 1 No. 853-2016-56097, pp. 87-116.
Choi, Y. E., Oh, C.-O., & Chon, J. (2021). Applying the resilience principles for sustainable ecotourism development: A case study of the Nakdong Estuary, South Korea. Tourism Management, 83, 104237. https://doi.org/10.1016/j.tourman.2020.104237
David, M. E., David, F. R., & David, F. R. (2009). The quantitative strategic planning matrix (QSPM) applied to a retail computer store. The Coastal Business Journal, 8(1), 4.
David, F. R., & David, F. R. (2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases. Pearson Education.
Fernando, S., Bandara, J. S., & Smith, C. (2013). Regaining missed opportunities: The role of tourism in post-war development in Sri Lanka. Asia Pacific Journal of Tourism Research, 18(7), 685–711. https://doi.org/10.1080/10941665.2012.695284
Flanigan, S., Blackstock, K., & Hunter, C. (2014). Agritourism from the perspective of providers and tourists: A typology-based study. Tourism Management, 40, 394–405.
Fleischer, A., & Tchetchik, A. (2005). Does rural tourism benefit from agriculture? Tourism Management, 26(4), 493–501. https://doi.org/10.1016/j.tourman.2003.10.003
Ghorbani, A., Raufirad, V., Rafiaani, P., & Azadi, H. (2015). Ecotourism sustainable development strategies using SWOT and QSPM model: A case study of Kaji Namakzar Wetland, South Khorasan Province, Iran. Tourism Management Perspectives, 16, 290–297. https://doi.org/10.1016/j.tmp.2015.09.005
Goranczewski, B., & Puciato, D. (2010). SWOT analysis in the formulation of tourism development strategies for destinations. Tourism, 20(1), 45–53. https://doi.org/10.2478/v10106-010-0008-7
Huang, Y., Chen, C., Lei, L., & Zhang, Y. (2022). Impacts of green finance on green innovation: A spatial and nonlinear perspective. Journal of Cleaner Production, 365, 132548. https://doi.org/10.1016/j.jclepro.2022.132548
Leso, B. H., Cortimiglia, M. N., Ghezzi, A., & Minatogawa, V. (2024). Exploring digital transformation capability via a blended perspective of dynamic capabilities and digital maturity: A pattern matching approach. Review of Managerial Science, 18(4), 1149–1187.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1–2), 3–22. https://doi.org/10.1080/10548408.2013.750919
Liu, H., Yao, P., Latif, S., Aslam, S., & Iqbal, N. (2022). Impact of green financing, FinTech, and financial inclusion on energy efficiency. Environmental Science and Pollution Research, 29(13), 1–12. https://doi.org/10.1007/s11356-021-16448-0
Magelang Regency Government. (2005). Magelang Regency Regional Regulation Number 5 of 2005 concerning the Establishment of Sukomakmur Village, Kajoran District. Accessed from the official website of the Magelang Regency Legal Documentation and Information Network (JDIH): jdih.magelangkab.go.id
Mustika, P.L.K., Birtles, A., Everingham, Y. and Marsh, H. (2013), “The human dimensions of wildlife tourism in a developing country: watching spinner dolphins at Lovina, Bali, Indonesia”, Journal of Sustainable Tourism, Vol. 21 No. 2, pp. 229-251.
Mondal, S. H. (2017). SWOT analysis and strategies to develop sustainable tourism in Bangladesh. UTMS Journal of Economics, 8(2), 159–267.
Nickerson, N. P., Black, R. J., & McCool, S. F. (2001). Agritourism: Motivations behind farm/ranch business diversification. Journal of Travel Research, 40(1), 19–26.
Nickols, F. (2012). Strategy: Definitions & meanings. Distance Consulting. https://www.nickols.us/strategy_definitions.pdf
Rahmani, S. M., Hajari, B., Karimian, T., & Hajilo, M. (2013). Rural tourism development strategies using SWOT analysis: Case study. Life Science Journal, 10, 395–403.
Szeidl, K. (2025). Rural heritage and tourism in Hungary. Worldwide Hospitality and Tourism Themes, 17(4), 1–14. https://doi.org/10.1108/WHATT-02-2025-0071
The International Ecotourism Society (TIES) (2015), “TIES Announces Ecotourism Principles Revision”, available at: www.ecotourism.org (accessed 15 June 2025).
Wright, W. and Annes, A. (2016), “Farm women and the empowerment potential in value-added agriculture”, Rural Sociology, Vol. 81 No. 4, pp. 545-571.
Yang, M., Yu, M., Zhang, P., & Feng, T. (2022). SWOT analysis of green finance development under dual carbon goals. Scientific Journal of Economics and Management Research, 4(6).
Zabihi, H., Alizadeh, M., Wolf, I. D., Karami, M., Ahmad, A., & Salamian, H. (2020). A GIS-based fuzzy-analytic hierarchy process (F-AHP) for ecotourism suitability decision making: A case study of Babol in Iran. Tourism Management Perspectives, 36, 100726. https://doi.org/10.1016/j.tmp.2020.100726
