Integrating Agro-tourism and Trekking for Accelerated Yielding of Pelaga Rural Tourism Development

Abstract

The development of a tourism destination must focus on the most potential selected markets that will be beneficial. Choosing a market is not only choosing customers, but also having to choose which markets to enter or in other words the arena of competition which allows for excellence. On the other hand, to provide fixed tourism components such as attractions, access and facilities, requires a high investment cost, while the rate of return on investment is slow yielding. Therefore this research was conducted to determine the advantage value of the Pelaga Agro-tourism and the trekking route that can create, convey and communicate destination offers for the customer value as an endeavor to accelerate yielding of investment level. The data was collected through observation, in-depth interviews, and literature studies. While, analysis of the data was descriptive qualitative using a case study method and inductive paradigm to clearly explain the findings based on the formulated problems. The theories used to undertake the study are hermeneutics and phenomenology. The result of the study revealed that the tourism potential of Pelaga agro-tourism and the trekking route are able to give customer value due to its sustainable competitive advantage. As a result, the customers decide to visit Pelaga tourism village because of their satisfaction for the agro-tourism and adventure special interest and they will pass this tourism experience and recommend this destination to others as positive word of mouth. Therefore, it is suggested that the responding customer must be maintained to be loyal by satisfying the customer through improving the quality of service. The concept of customer loyalty is very important in maintaining good relationships with customers, because loyal customers are very profiTable for Pelaga tourism village as a tourist destination.