Preference and Consumer Behavior Agrotourism on Campus UPN “Veteran” East Java

Abstract

Development ofagrotourism in unirversities are still rare in Indonesia, including in East Java, especially in Surabaya. National Development University "Veteran" (UPN "Veteran") East Java, especially the Faculty of Agriculture is one of the universities in Surabaya that plans to develop agrotourism in campus/universities that can be used by students and the surrounding communities for a healthy, fun and rewarding recreation and vacation for visitors. In order for the agro-tourism development to go in accordance with customers' expectations, we need a good planning and development-models of agro-tourism, which one should pay attention to the behavior or preference of consumers or potential consumers. Based on that background, thus the importance of this research. This research aims to; 1) Study the consumers' preference in agrotourism 2) Study consumers' behavior in agrotourism, and 3) Create agrotourism development-models that suit the preference and behavior of consumers in campus of UPN "Veteran" East Java and implement the model based on the available resources. The study resulted in the following; For the attractions, most consumers/visitors want to see the collection of plants and animals, harvesting or fruit picking, fishing, as well as processing the products that the visitors' have got. The facilities which consumers want the most are resting spots, WIFI network, toilets, surrounding pathways, and tour guides. Agrotourism consumers' behaviors are as follows; their main goal for visiting is to have a leisure time while gaining more knowledge, the frequency of their visit is mostly once a week, while in the afternoon and evening, many wearing motorcycle transportation together with friends or family. The agrotourism-model that will be developed is one that has agro attractions such as plant collections, crop or fruit picking and fishing as well as agro-processing with the main facilities being the resting spots, there WIFI networks, toilets, surrounding pathways, fishing pond, parking lots and tour guides. Keyword: Agro-tourism development. Preference and consumer behavior

Strategic Management in Agrotourism Development in Malino

“…Agrotourism could be a shape of movement that combines tourism and instruction related to farming. Agrotourism gives openings for ranchers to be able to move forward their quality of life through their rural assets, and gives sightseers a genuine picture of agriculture and cultivating life [17] Whereas the Database of the Service of Farming of the Republic of Indonesia in clarifying that agro-tourism is one of the maintainable tourism objects that acts as a media for rural promotion, learning media for the community and a source of unused territorial growth, including as a source of the national economy.…”