Key Success Factors' Identification of Farm Tourism: A Case from Indonesia

Fatmawati, Indah and Bestari, Sabila Ayu and Rostiani, Rokhima (2021) Key Success Factors' Identification of Farm Tourism: A Case from Indonesia. In: E3S Web of Conferences 232, 02020 (2021).

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Abstract

The setting of this study is an orchard that has turned into thriving farm tourism. The company continues to develop itself in line with the high demand for horticultural products and tourism to excel in doing business. This research aims to identify the key success factors of a tourism farm company. Having useful information enables a company to understand its competitive advantages and powerful resources. Therefore, they can outperform the competition and prevent competitive losses. This study employs an exploratory qualitative approach. Data collection was using observation, interviews, and data generated from the company. This research is using three analytical techniques. First, the external environment analysis consisted of Political, Economic, Socio-Cultural, Technological, and Environmental analysis (PESTEL) and Porter's Five Forces Analysis (PFFA). Second, the internal environment analysis encompassed Value Chain analysis, STP analysis, and Marketing Mix analysis. Then, SWOT analysis to determine alternative strategies generated from the external and internal environment analysis. Results revealed that the key success factors of tourism farm company included human resources and natural resources. In this case, the company's service characteristic is inseparable. Lastly, the company must find solutions to overcome their weaknesses, such as the lack of technology and social media use. © The Authors, published by EDP Sciences, 2021.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Cited by: 2; All Open Access, Gold Open Access, Green Open Access
Uncontrolled Keywords: Competition; Leisure industry; Mobile telecommunication systems; Regional planning; Competitive advantage; Environment analysis; Environmental analysis; External environments; Horticultural products; Qualitative approach; Service characteristics; Value chain analysis; Tourism
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics & Business > Master in Management (M.B.A
Depositing User: Sri JUNANDI
Date Deposited: 28 Sep 2024 22:34
Last Modified: 28 Sep 2024 22:34
URI: https://ir.lib.ugm.ac.id/id/eprint/4404

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