The Influence of Government Support, Digital Literacy, and Market Orientation on Agrotourism Sustainability in the Menoreh Mountains

Auteurs

  • Hermawan Kalbis University
  • Dara Salsabila Rianti Kalbis University
  • Anjar Dwi Astono Kalbis University

Trefwoorden:

Government Support, Digital Literacy, Market Orientation, Agrotourism Sustainability, Menoreh Mountains

Samenvatting

This study aims to analyze the influence of government support, digital literacy, and market orientation on agrotourism sustainability in the Menoreh Mountains. A quantitative approach with explanatory design was employed, involving 100 respondents consisting of agrotourism managers and operators. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression. The results reveal that government support has a significant positive impact on agrotourism sustainability through policies, infrastructure provision, and destination promotion. Digital literacy significantly enhances competitiveness via social media utilization, tourism applications, and online information management. Market orientation also shows significant effects by driving product adaptation, service adjustments, and targeted promotional strategies. Simultaneously, the three independent variables contribute significantly to agrotourism sustainability in the Menoreh Mountains. These findings indicate that synergy among policy support, digital capabilities, and adaptive marketing strategies is the key to strengthening competitiveness and ensuring long-term community-based agrotourism sustainability.

Referenties

Astono, A. D., Indriani, S., Roganda Parlindungan, D., Supriady Hutapea, M., Louis Gunawan, V., & Billy Ardianto, M. (2023). Model Efektivitas Tata Kelola Melalui Skema Stakeholder Dynamics Desa Agrowisata Nglinggo (Vol. 330, Issue 2).

Cordova-Buiza, F., Medina-Viruel, M. J., & Pérez-Gálvez, J. C. (2025). Community-based rural tourism: a mapping technique analysis study from 2005 to 2023. In Humanities and Social Sciences Communications (Vol. 12, Issue 1). Springer Nature. https://doi.org/10.1057/s41599-025-04746-7

Dinas Pariwisata Kulon Progo. (2023). Evaluasi Terhadap Hasil Rencana Kerja Pemerintah Daerah (RKPD).

Gantait, A., Mathew, R., Chatterjee, P., & Singh, K. (2024). Community-based tourism as a sustainable direction for the tourism industry: Evidence from the Indian sundarbans. In Interlinking SDGs and the Bottom-of-the-Pyramid Through Tourism (pp. 197–217). IGI Global. https://doi.org/10.4018/979-8-3693-3166-8.ch009

Jayanti, E., & Prawiro, J. (2024). Analisis Peran Media Sosial Terhadap Wisata Di Agrowisata Gunung Mas Bogor. Jurnal Pariwisata Dan Perhotelan, 2(1), 15. https://doi.org/10.47134/pjpp.v2i1.3319

Kemenparekraf. (2023). Peraturan Menteri Pariwisata dan Ekonomi Kreatif Nomor 1 Tahun 2023: Petunjuk Teknis Penggunaan Dana Alokasi Khusus Nonfisik Dana Pelayanan Kepariwisataan.

Kementrian Pertanian. (2024). Laporan Kinerja Direktorat Jendral Holtikultura Kementrian Pertanian 2024.

Nikjoo, A., Seyfi, S., & Saarinen, J. (2025). Promoting gender inclusivity through community-based tourism. Annals of Tourism Research Empirical Insights, 6(1). https://doi.org/10.1016/j.annale.2025.100181

Wicaksono, J. A., Danur Suharsono, D., Kamal, M., Tornado Taufan, G., Febrian Pramudita, R., & Nabila, A. C. (2024). Peningkatan Literasi Digital pada Pengelola Desa Wisata Kemiri Digital Literacy Improvement on Desa Wisata Kemiri Managements.

Yulia, A., Agus Sasongko, D., Fitriani, A., Solihin, L., Pranamulia, A., Zaid Mahfudi, A., Rachmanu Widjaja, I., Mutmainah, I., & Anisa Yulia, I. (2023). Pendampingan Pemasaran Digital Dalam Upaya Mengembangkan Desa Wisata Benteng Digital Marketing Assistance in Efforts to Develop a Benteng Tourism Village. 8(3), 2023. https://doi.org/10.25047/j-dinamika.v8i3.3922

##submission.downloads##

Gepubliceerd

2025-12-10

Nummer

Vol 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)

Sectie

Articles

Licentie

Creative Commons License

Dit werk wordt verdeeld onder een Naamsvermelding-NietCommercieel-GelijkDelen 4.0 Internationaal licentie.