Analysis of the Development of Strawberry Plantation Agrotourism In Berastagi, Karo Regency Based On Visitors Satisfaction

Abstract

Indonesia, as an agricultural nation, has significant potential for the cultivation of sub-tropical crops such as strawberries. Agrowisata in Berastagi, Karo District, offers a blend of tourism, education, and leisure, particularly focusing on strawberries. This agro-environmental development integrates community welfare, rural culture, open spaces, and tourist facilities like lodging and transportation. Agrowisata’s success relies on its structural system, encompassing tourist attractions, amenities, marketing, and visitor experiences. Factors such as location, transportation, and visitor demographics like age, gender, and education also influence customer satisfaction.  Research conducted at Berastagi Strawberry Farm involved randomly selected visitors and employed questionnaires to collect data. Using SWOT analysis, the study identified barriers to strawberry farming, such as geographic constraints, economic challenges, competition, production costs, and external factors like natural disasters. Strategies for developing agrowisata include improving facilities, enhancing services, brand promotion, product diversification, and collaborating with travel agents. However, challenges such as remote locations and high operational costs remain significant. The study recommends improving infrastructure, addressing visitor needs, and intensifying marketing efforts. Further research with a larger respondent pool is needed to refine strategies and strengthen agrowisata's potential as a sustainable tourism model.