Factors Influencing Visitors’ Interest in Agrotourism: Evidence from California Cialam Jaya Agrotourism in Southeast Sulawesi

Wa Ode Irja Yanti; Haji Saediman; Pertiwi Syarni

doi:10.59890/ijmbi.v4i1.325

Authors

Wa Ode Irja Yanti Halu Oleo University, Kendari
Haji Saediman Halu Oleo University, Kendari
Pertiwi Syarni Halu Oleo University, Kendari

DOI:

https://doi.org/10.59890/ijmbi.v4i1.325

Keywords:

Agrotourism, Visitors’ Interest, Tourist Destination, Visit Intention, Service Quality

Abstract

This study examines the influence of five key factors of attractiveness, accessibility, facilities, ticket price, and service quality on visitors’ interest in visiting an agrotourism destination. Using a quantitative approach, data were collected via questionnaires from 30 visitors to the California Cialam Jaya Agrotourism site in Tanea Village, Southeast Sulawesi. The sample was selected through accidental sampling, and multiple linear regression analysis was employed to evaluate both the partial and combined effects of the independent variables on visit interest. The results indicate that all five factors significantly influence the interest of tourists to visit the agrotourism destination (p < 0.05). Attractiveness, accessibility, facilities, and service quality each have a positive impact on visit interest, whereas ticket price shows a significant negative effect. The regression model is significant with an R² of 0.863, suggesting that 86.3% of the variance in visit interest is explained by these factors. These findings underscore the importance of developing appealing attractions, ensuring easy access, providing adequate facilities, maintaining affordable pricing, and delivering quality service to increase tourist interest.

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