Visitor Perception and Economic Value Estimation of Mekarsari Fruit Garden as Agritourism Destination in Indonesia

Abstract

With abundant natural and cultural resources, Indonesia has great potential in the tourism sector significantly contributing to GDP. To achieve its long-term benefits, there is a need to address tourism development, focusing mainly on how to create various types of tourism combined with education and the environment, such as agritourism. Mekarsari Fruit Garden (MFG) is Indonesia’s largest agritourism destination and education, research, and training center for horticultural plant germplasm. Although MFG experienced a 70% drastic decrease in visitors in 2013, visitors started to increase in 2014. However, MFG has not reached the same number of visitors as its peak years. This study aimed to determine visitor perception and agritourism economic value of MFG in Bogor Regency, West Java, towards finding sustainable and innovative ways to increase visitors and expand the business. Specifically, this study aimed to identify visitor characteristics and their perception of MFG using factor analysis, determine the frequency of visits and economic value using the travel cost method, and formulate the sustainable development plan for MFG. A questionnaire survey of 321 visitor-respondents and key-informant interviews of MFG executives were also conducted. Factor analysis on visitor perception identified three factors: (1) location, facilities, and agritourism operation characteristics, (2) agritourism attractiveness characteristics, and (3) agritourism support characteristics. Moreover, the travel cost method revealed that MFG had a high economic value amounting to Rp 107 billion per year. As a recommendation, MFG should continue its operations and improve its facilities and services offered due to prevailing high economic value and the willingness of its visitors to pay more, in addition to its significant role as the preservation and education center of tropical horticulture in Indonesia.