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

Συγγραφείς

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

Λέξεις-κλειδιά:

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

Περίληψη

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.

Αναφορές

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Λήψεις

Δημοσιευμένα

2025-12-10

Τεύχος

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

Ενότητα

Articles

Άδεια

Creative Commons License

Αυτή η εργασία είναι αδειοδοτημένη υπό το CC Αναφορά Δημιουργού – Μη Εμπορική Χρήση – Παρόμοια Διανομή 4.0.