Abstract: The objectives of this study are to: (1) determine appropriate strategies for strawberry agritourism in Sembalun District, East Lombok Regency; and (2) establish priority strategies for the development of strawberry agritourism in Sembalun District, East Lombok Regency. The respondents of this study consisted of 29 individuals selected through purposive sampling across five villages, along with six key informants comprising experts in relevant fields. Data were analyzed by SWOT and QSPM analyses. The analysis results revealed that: (1) The suitable development strategy for strawberry agritourism in Sembalun District is a growth-oriented strategy (aggressive strategy). The S-O (Strengths-Opportunities) strategy consists of four alternative strategies. (2) The top-priority strategy for developing strawberry agritourism in Sembalun District is to develop an integrated agritourism concept by incorporating various activities and additional facilities to attract more visitors and extend their length of stay. The novelty of this study lies in the key internal and external factors influencing the development of strawberry agrotourism in Sembalun, with a particular emphasis on the importance of implementing an integrated agrotourism concept. Additionally, this study employs SWOT and QSPM analyses, which have proven to be effective tools in formulating and determining appropriate development strategies.
Keywords: Agritourism, Strawberry, SWOT Analysis, QSPM Priority.
Title: DEVELOPING STRATEGIES FOR STRAWBERRY AGROTOURISM IN SEMBALUN DISTRICT, EAST LOMBOK, INDONESIA
Author: Fadila Listia Riyanti, Taslim Sjah, Edy Fernandez
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 13, Issue 1, April 2025 - September 2025
Page No: 54-62
Research Publish Journals
Website: www.researchpublish.com
Published Date: 16-May-2025
