The study was published in the International Journal of Management and Business Intelligence (IJBMI), Vol. 4 No. 1 (2026). It examines California Cialam Jaya Agrotourism, a 14.5-hectare organic orchard located in Tanea Village, Konda District, approximately 24.6 kilometers from Kendari, the capital of Southeast Sulawesi Province.
Fluctuating Visitor Numbers Raise Questions
California Cialam Jaya Agrotourism offers hands-on fruit-picking experiences, including California papaya, crystal guava, durian, and rambutan. Managed by PTM Syariah Group since its establishment in 2020, the site combines agricultural education with recreational tourism.
However, visitor data show instability. In 2022, the site welcomed 1,750 visitors. The number dropped significantly to 1,062 in 2023 before rising again to 1,340 in 2024. Over the three-year period, total visitors reached 4,152.
These fluctuations prompted the researchers to examine what factors truly influence tourists’ intention to visit.
Research Method
The research was conducted between August and October 2025 using a quantitative approach. Thirty visitors were surveyed using accidental sampling. Respondents completed structured questionnaires measuring their perceptions of:
- Destination attractiveness
- Accessibility
- Facilities
- Ticket price
- Service quality
- Visit intention
The data were analyzed using multiple linear regression to determine both individual and combined effects of the five factors.
Key Findings: All Five Factors Matter
The statistical analysis shows that all five variables significantly influence visitor interest (p < 0.05).
Several important findings stand out:
The regression model produced an R² value of 0.863. This means 86.3 percent of the variation in visitor interest can be explained by these five factors. The remaining 13.7 percent may be influenced by other elements such as promotion, destination image, or word-of-mouth recommendations.
Practical Implications for Agrotourism Development
The study highlights the importance of integrated destination management. According to Dr. Haji Saediman from Halu Oleo University, successful tourism development requires more than natural beauty. It depends on a balanced combination of attractive experiences, easy access, adequate facilities, affordable pricing, and high-quality service.
For agrotourism managers and local governments, the findings suggest several strategic priorities:
- Continuously enhance the uniqueness and experiential value of the attraction.
- Maintain and improve transportation access and road infrastructure.
- Invest in facility maintenance and expansion to meet visitor expectations.
- Keep pricing competitive and aligned with perceived value.
- Strengthen service quality through staff training and hospitality standards.
A strong synergy among these elements creates a compelling value proposition for visitors. When all factors work together, destinations are more likely to experience sustainable growth and repeat visits.
Contribution to Rural Tourism and Local Economy
Agrotourism plays a significant role in supporting rural economies by generating additional income for farmers and local communities. The findings from this study provide empirical evidence that structured management and strategic improvement can directly influence tourism demand.
By understanding visitor behavior and expectations, rural destinations like California Cialam Jaya Agrotourism can position themselves competitively in Indonesia’s growing tourism sector.
Author Profiles
Source
The article is published under an open-access license and is available through the official journal website.
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