Potential Development Strategy for Attraction and Community-based Agrotourism in Lebakmuncang Village

Agribusiness Study Program, Faculty of Agriculture, Universitas Padjadjaran, Indonesia

^* Corresponding author: endah.djuwendah@unpad.ac.id

Abstract

Lebakmuncang is a tourism village in Ciwidey, Bandung, West Java, Indonesia, which has potential for natural and cultural resources supporting agro-tourism development. In recent years there has been a decline in tourist visits. The research objectives were to analyze the agro-tourism potential, to analyze visitor’s perceptions of the attractiveness of agro-tourism and agro-tourism development strategies. The research design used descriptive quantitative. Fifty tourists were selected by accidental sampling, and ten informants were selected purposively. Data analysis technique used Likert scale and SWOT matrix. The results showed Lebakmuncang village has variety agricultural commodities, dairy farming, and coffee processing business that have potential to support agro-tourism development; visitors’ perceptions of attraction and ancillary services was excellent. Visitors’ perception of amenities and accessibility was good. Strategies that can be carried out in developing agro-tourism are: (1) increasing community involvement, (2) adding animal husbandry attractions and coffee processing in tour packages, (3) adding supporting facilities that are not yet available, (4) synchronizing agro-tourism development programs with stakeholders, (5) training human resources in internet technology-based tourism management, (6) partnerships in promotion and marketing with travel agents, (7) improving service quality, (8) creating community-based and sustainable agro-tourism branding, and (9) promotional cooperation with other tourist objects..