Pengembangan Agribisnis Stroberi Berbasis Agrowisata Edukatif di Lumbung Stroberi Sarangan
Keywords:
agribusiness; agritourism; educational tourism; strawberry; rural developmentAbstract
This study develops an integrated agribusiness model for strawberry educational agritourism at Lumbung Strowberi Sarangan, Ngerong Village, Plaosan District, Magetan Regency. The research was conducted from 9 September to 9 October 2022 using a descriptive qualitative design supported by SWOT analysis. Data were collected through field observation, in-depth interviews, documentation, and literature review involving managers, farmers, supporting business actors, visitors, and local stakeholders selected purposively. The findings show that strategic location on the Sarangan tourism corridor, the visual appeal of strawberries, and community involvement are major strengths, while educational services, processed-product diversification, digital promotion, and service standards require improvement. The proposed Integrated Educational Agribusiness Model combines production and demonstration plots, segmented learning packages, postharvest processing, visitor services, digital marketing, partnerships, and collaborative governance. The model expands value creation beyond fresh fruit toward experiences, learning services, and processed products.
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