International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 Development of Agrotourism to Support Tourism Growth in Sigapiton Village Dinda Yolanda Marpaung1*.
Dewi Yanti2.
Muhammad Khadry3 1,2,3 Department of Tourism Destination.
Medan Tourism Polytechnic.
Medan.
Indonesia Email: 1mdindayolanda@gmail.
com, 2 dewiyanti@poltekparmedan.
id , 3chodry91@gmail.
Received on 14 August 2025
Revised on 23 September 2025
Accepted on 25 September 2025
ABSTRACT
This research aims to analyze the potential for developing agrotourism in Sigapiton Village as an effort to support rural tourism development.
The analysis was carried out using the 6A components approach (Attractions.
Accessibility.
Amenities.
Available Packages.
Activities, and Ancillary Service.
to identify the strengths and weaknesses of the destination.
Furthermore, a SWOT analysis (Strengths.
Weaknesses.
Opportunities.
Threat.
was conducted to map internal and external factors influencing agrotourism development.
Based on the SWOT results, the QSPM (Quantitative Strategic Planning Matri.
method was used to determine the most effective priority strategies to be implemented.
The findings indicate that Sigapiton Village has strong potential in terms of natural beauty, local culture, and agricultural diversity, but still faces challenges such as limited accessibility, lack of public facilities, and low community involvement.
Through QSPM calculations, the prioritized strategies identified are: .
development of educational tourism packages based on agriculture and local culture.
improvement of accessibility and public facilities.
optimization of the role of the community and youth.
digital promotion and agrotourism branding.
These strategies are expected to support the development of tourism in Sigapiton Village as an agrotourism destination and contribute to the well-being of the local community.
Keywords: agrotourism, rural tourism.
SWOT analysis.
QSPM method, tourism development.
Sigapiton Village INTRODUCTION Tourism is a travel activity undertaken by individuals or groups to a destination for the purposes of recreation, business, or other interests within a certain period (Cooper & Hall, 2.
According to the World Travel & Tourism Council .
, the tourism industry contributed approximately 9.
1% to the global Gross Domestic Product (GDP), marking a 23.
2% increase compared to 2022, and providing over 330 million jobs worldwide.
In Indonesia, the Ministry of Tourism and Creative Economy reported that in 2022, the tourism sector contributed around 4.
2% to the national GDP and became a major source of foreign exchange.
Agrotourism is defined as a form of agriculture-based tourism that allows visitors to engage with farming, plantation, livestock, or fisheries activities in an educational and recreational context (Phillip et al.
, 2.
This concept not only diversifies the income sources of rural communities but also functions as a means of preserving local culture and traditional farming practices.
According to Tew & Barbieri .
, well-planned agrotourism development can enhance farmers' welfare, create new business opportunities, and support the conservation of natural resources and biodiversity.
It provides interactive and educational experiences where tourists can learn about agricultural techniques, participate in International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 farming activities, and harvest agricultural products.
Sutjipta .
emphasizes that agrotourism is an integrated and coordinated system that supports both tourism and agriculture, in connection with environmental preservation and improving farmers' livelihoods.
Sigapiton Village, located in Ajibata District.
Toba Regency, is one of the villages with significant potential to be developed into a leading agrotourism Covering an area of approximately 5 kmA, the village is bordered by Motung Village in the north.
Sirungkungon in the south.
Pardamean Sibisa in the east, and Lake Toba in the west.
Topographically.
Sigapiton is nestled between two high hills at an elevation of 915 meters above sea level, offering a steep hilly landscape with rocky soil contours and rice fields.
The village is rich in agricultural products such as rice, glutinous rice, cocoa, coffee, cassava, pumpkin, candlenut, corn, shallots, chili, mangoes, durians, and many others, providing great opportunities for tourists to engage directly in farming activities.
The development of agrotourism in Sigapiton Village has the potential to significantly support the local economy.
Research conducted in Serang Village by Wardhani .
revealed that agrotourism has a positive impact on increasing community income and business opportunities.
Similarly.
Puspaningrum & Adiwinata .
found that agrotourism contributes to job creation, village development, and environmental sustainability.
Through agrotourism, local communities can gain direct economic benefits from the integration of agriculture and tourism, generate employment, and improve overall well-being.
However, the current management of agrotourism in Sigapiton remains limited, with underutilized natural resources and a lack of systematic integration between farming activities and tourism.
Most agricultural products are still sold through local markets without involving tourists, despite the potential to make these activities a core attraction.
Strategic development is key to optimizing the agrotourism potential of Sigapiton Village.
According to Kotler & Keller .
, development strategy refers to a series of planned actions aimed at achieving long-term objectives by leveraging regional competitive advantages.
The urgency of this research lies in the potential of Sigapiton Village to develop agrotourism as a strategy to support local tourism development and improve community welfare.
The idea of agrotourism development is in line with the communityAos aspirations, as many residents depend on agriculture and are interested in integrating it with tourism Initial tourism efforts have been pioneered by Pokdarwis, supported by the village government and occasional programs from the local government, although the implementation has not yet been optimal.
In light of these factors, this study, titled AuDevelopment of Agrotourism to Support Tourism Development in Sigapiton VillageAy, aims to analyze the 6A components (Attractions.
Accessibility.
Amenities.
Available Packages.
Activities, and Ancillary Service.
in Sigapiton Village and formulate effective agrotourism development strategies.
The results of this research are expected to provide strategic recommendations for local governments, entrepreneurs, and communities to optimize agrotourism potential, enhance local economic welfare, and create a sustainable and competitive tourism destination, so that ultimately Sigapiton Village can emerge as a successful model of agrotourism development.
RESEARCH METHODS
This research employed a qualitative approach to gain an in-depth International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 understanding of the phenomenon of agrotourism development in Sigapiton Village.
The qualitative method was chosen because it emphasizes comprehensive exploration of social contexts and perspectives from various stakeholders (Moleong, 2.
This approach allowed the researcher to explore policy aspects, tourism actorsAo experiences, and the impact on local farming The study used both primary and secondary data.
Primary data were obtained through purposive sampling involving village officials, tourism actors .
uch as tour guides, homestay managers, and tourism awareness group.
, and local farmers.
These informants were selected based on their relevance and contribution to agrotourism development.
Data collection techniques included indepth interviews, participatory observation, documentation, and literature review.
Secondary data were sourced from statistical reports, government documents, books, and scientific articles relevant to agrotourism and rural tourism Data analysis applied SWOT (Strengths.
Weaknesses.
Opportunities.
Threat.
to identify internal and external factors influencing agrotourism development based on the 6A components (Attractions.
Accessibility.
Amenities.
Available Packages.
Activities.
Ancillary Service.
The SWOT results were then processed using the Quantitative Strategic Planning Matrix (QSPM) to prioritize strategic alternatives based on weighted factors and Attractive Scores (AS) provided by informants (David et al.
, 2.
This combination enabled the identification of strategies that maximize strengths and opportunities while addressing weaknesses and threats (Pandiangan et al.
RESULTS AND DISCUSSION
Sigapiton Village, located in Ajibata District.
Toba Regency, covers about 5 kmA and is divided into three hamlets.
It borders Sirungkungon.
Sibisa.
Motung, and faces Samosir Island.
At around 1,000 meters above sea level, the village enjoys a cool climate ideal for agriculture.
As of 2025, the village has 581 residents across 171 households, mostly of working age.
Education levels vary but are generally limited to elementary and junior high school.
Educational and healthcare facilities are basic, with only early childhood and elementary schools, and limited health services.
Agriculture is the main livelihood, focusing on rice and corn, alongside various other crops.
Historically.
Sigapiton was known for shallot production.
Some residents also work as fishermen or run small businesses.
However, poor road infrastructure and unstable communication networks hinder development and tourism growth.
Sigapiton holds promising potential as an agro-tourism destination due to its rich agricultural diversity and unique cultural traditions like the Aomanabor bonihAo seed-sowing ritual and the cooperative AomarsidapariAo harvest practice, though the former hasnAot been performed since 2022.
This study investigates agrotourism opportunities in Sigapiton using the 6A framework (Attractions.
Accessibility.
Amenities.
Available Packages.
Activities.
Ancillary Service.
Data from interviews, observations, and secondary sources were analyzed via SWOT and QSPM to prioritize strategies for sustainable tourism development.
International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 Attractions Sigapiton Village offers several notable attractions, primarily its natural beauty and cultural richness.
The village provides stunning views of Lake Toba and is surrounded by lush green hills that enhance its scenic value.
Cultural elements such as traditional Batak houses, ulos weaving, and the tortor dance also add to its appeal.
Additionally, the presence of active agricultural lands presents opportunities for educational tourism, allowing visitors to learn about local farming systems and rural life.
However, cultural activities are not yet fully optimized, as there are no regularly scheduled traditional performances.
Accessibility Accessibility to Sigapiton Village remains a major challenge in developing The roads leading to and within the village are relatively damaged and unsuitable for tourist vehicles, especially larger ones.
Public transportation options are also limited, requiring visitors to use private or rented vehicles.
Although the village is still reachable from the city center and main tourist areas, the biggest obstacle is the lack of reliable internet and phone signal.
Observations indicate that only the Telkomsel network is available in the village, and even then, coverage is unstable across many areas.
This poses a significant barrier for modern tourists who rely heavily on connectivity.
On the positive side, some accessibility aspects are adequate, such as clear directional signs to tourist spots and named hamlets .
, which assist visitors in navigating the village.
Amenities Supporting facilities in Sigapiton Village remain very limited.
There are 16 homestays available for visitors, all of which are privately owned by local residents, but these accommodations still require improvements in comfort and service standards.
Local culinary options are also limited, with only simple food stalls that lack quality and menu variety.
Public facilities such as clean toilets, places of worship, and resting areas are inadequate, posing a serious challenge to visitor comfort.
Parking areas for tourist vehicles are available but on a limited Other supporting facilities such as gazebos, relaxation areas, and photo spots are minimal.
There is only one photo spot, which is located far from the village and is already somewhat damaged.
This naturally reduces both the comfort and visual appeal for tourists.
Available Packages Sigapiton Village already offers its own tourism packages, but these have not been optimally developed.
There are no agricultural tourism packages, such as planting, harvesting, or plant identification activities, available for visitors.
Cultural packages are also poorly designed.
the only cultural activity occasionally available to tourists is the tortor dance, which is not performed regularly.
The existing tourism packages are limited to nature-based activities like trekking and nature exploration.
These packages have clear schedules and pricing, although options remain limited.
Promotion of these packages has been carried out through social media, primarily Instagram, but efforts are still minimal.
Other promotional media, such as brochures or informative and professional websites, have not yet been utilized.
The limited variety of tourism activities contributes to low tourist interest in the packages offered.
Trekking alone is considered insufficient to attract a broad market, especially without complementary activities International Journal of Travel.
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e-ISSN 2828-2590 p-ISSN 2828-5093 to enrich the visitor experience.
Furthermore, the marketing strategy focused solely on Instagram fails to reach wider or more specific target markets, such as niche tourists, nature enthusiast communities, or international visitors.
Activities Tourism activities in Sigapiton Village are still underdeveloped.
Visitors have limited opportunities to directly participate in agricultural or plantation activities, or to learn about local product-making such as ulos weaving and traditional food Cultural activities remain minimal, with no workshops or performances that allow tourists to engage and learn directly from the local Some activities, such as village tours and environmental exploration, have begun to be offered.
Visitors can walk around the village, enjoy the natural scenery, and observe local life.
However, direct interaction between the community and tourists during these activities is still rare due to the absence of facilitators or programs that actively connect the two groups.
This indicates that tourism activities involving direct community-tourist interaction remain limited and tend to be one-directional.
Ancillary Services Some supporting services are available in Sigapiton Village, such as local guides knowledgeable about the villageAos history and culture.
However, their involvement is not yet well organized.
The village lacks an information center or tourist post and has no dedicated security system to ensure visitor comfort.
Health services are limited, with only one inadequately equipped community health center.
Local residents have begun basic training in tourism services, but implementation is Tourism awareness groups (Pokdarwi.
their organizational structure is led by village-appointed coordinators, and some members have received guidance and training from university mentors and local government Farmer groups (Pokta.
also exist but have yet to function optimally.
Strengthening these institutions through capacity building and concrete programs remains essential to enhance SigapitonAos readiness as a competitive agrotourism SWOT (Strengths.
Weaknesses.
Opportunities and Threat.
In order to develop agrotourism as a leading sector in the tourism development of Sigapiton Village, a comprehensive understanding of various factors influencing its success is necessary.
Therefore, a SWOT analysis was conducted to identify and categorize internal factors as strengths and weaknesses, and external factors as opportunities and threats.
This analysis provides a strategic overview of the villageAos current condition, highlighting both its potential and challenges, enabling the formulation of realistic, targeted development strategies that align with the local characteristics and culture of Sigapiton.
To ensure the SWOT analysis is robust and not merely subjective, weighting and importance scores were assigned to each factor.
Evaluations were conducted with six key informants who were selected for their knowledge and active involvement in the villageAos tourism potential and development: Hisar Butar Butar, the Village Head.
Dewi Sihombing, a Village Staff member.
Lundu Manik and Manogu Manurung, local tourism actors.
Megawati Sinaga, a member of the tourism awareness group (Pokdarwi.
and Rona Nadapdap, a community Each informant scored all identified internal and external factors.
The International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 scores were then totaled and averaged to obtain the final weights and importance scores for each factor.
This process ensures the analysis reflects the collective perception of those directly familiar with the villageAos condition, resulting in data that is more accurate and relevant to real field needs.
The resulting weights and importance scores were used to construct the SWOT matrix for strategy formulation, followed by a Quantitative Strategic Planning Matrix (QSPM) analysis to prioritize strategies based on their attractiveness and feasibility of implementation.
Table 1: Weights & Importance Scores Factors No.
Weight Rating Strengths 1 The natural beauty of Lake Toba with its hills, rice fields, and pristine farmland 2 Batak cultural attractions such as traditional houses, ulos weaving, dance studios, and cultural sites 3 Digital access and directional signs are available .
nternet, mobile signal.
Google Map.
4 Local homestays and parking areas for tourists are 5 Nature tourism packages are available .
rekking, exploration, photograph.
with clear schedules and pricing.
6 Diverse agricultural products suitable for educational, farmbased tourism.
Weaknesses 1 Village road access is poor and unsafe.
2 Public transportation is limited, and the village is relatively far from the city.
3 Cultural and agricultural attractions are not yet fully 4 Public facilities are inadequate .
oilets, places of worship, rest areas, waste c Agricultural and cultural tourism packages are not yet available, and promotion remains limited.
6 There is no interactive tourism involving the community and agriculture yet.
7 Information centers, security services, and emergency facilities are not yet available.
8 Community involvement in tourism is still limited.
Total Opportunities 1 Development of agricultural and cultural tourism packages Score International Journal of Travel.
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arming activities, ulos weaving, tortor danc.
2 Digital promotion through social media, brochures, and websites to reach a wider 3 Community training to improve service quality and increase tourism involvement.
4 Collaboration with government and private sectors to improve infrastructure and tourism 5 Development of local products and crafts as additional attractions.
Threats 1 Competition with other more developed tourist villages.
2 Dependence on natural attractions without additional facilities and activities.
3 Lack of security and healthcare services that may affect tourist confidence.
4 Risk of environmental damage due to unsustainable 5 Limited interaction between tourists and locals reduces authentic experiences.
Total [Source: ResearcherAos Analysi.
e-ISSN 2828-2590 p-ISSN 2828-5093 The following SWOT table summarizes the combined results of these factors and serves as an initial foundation for determining a strategic and sustainable direction for agrotourism development in Sigapiton Village.
OT SW
Opport Table 2: SWOT Matrix Result Strengths Weaknesses SO (Strength-Opportunitie.
WO (Weaknesses-Opportunitie.
Utilizing the natural beauty of Lake Toba and its scenic hills as the main attraction for developing nature-based Developing Batak cultural attractions .
raditional houses, ulos weaving, dance studios, historical site.
into educational and cultural tourism packages.
Maximizing digital access and directional tools .
Google Map.
to make it easier for tourists to find the location.
Strengthening the diversity of agricultural products as a Improving village road access and transportation through collaboration with the government and private sector.
Packaging agricultural and cultural tourism packages, which are currently underdeveloped, to attract more Improving public facilities .
oilets, rest areas, places of worshi.
that are still limited to enhance visitor comfort.
Enhancing community training to maximize their role in tourism development and services.
Strengthening digital promotion to expand the tourism market reach.
Developing a tourist information International Journal of Travel.
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foundation for educational and interactive tourism.
e-ISSN 2828-2590 p-ISSN 2828-5093 center and emergency and security services that are currently unavailable.
Optimizing local homestays and parking areas as accommodation and supporting tourism facilities.
Threats ST (Strength-Threat.
WT (Weaknesses-Threat.
Leveraging natural and cultural 1.
Improving accessibility and facilities strengths to compete with better- to remain competitive with more Utilizing digital access to improve 2.
Addressing environmental damage security and healthcare services risks through sustainable tourism response practices and education for both the Preserving cultural and natural 3.
Increasing community and youth heritage as unique values that involvement to create a more authentic strengthen tourism appeal and and Strengthening security and health Developing more diverse nature services to ensure tourists feel safe and tourism packages, such as trekking confident when visiting.
anticipate competition.
[Source: ResearcherAos Analysi.
Based on the analysis in Table 2, four key strategies were identified:
SO Strategy (StrengthsAeOpportunitie.
: Leverages SigapitonAos natural beauty, rich Batak culture, and diverse agriculture to develop educational agrotourism, improve digital access, promote tourism through social media, and enhance homestay quality.
WO Strategy (WeaknessesAeOpportunitie.
: Focuses on addressing infrastructure, limited public facilities, and weak promotion by utilizing training opportunities, digital marketing, and collaboration with government and private sectors.
ST Strategy (StrengthsAeThreat.
: Uses the villageAos natural and cultural strengths to mitigate threats such as competition and environmental degradation through sustainable tourism practices and more attractive nature-based tourism packages.
WT Strategy (WeaknessesAeThreat.
: Aims to reduce weaknesses like poor access and low community involvement while preventing risks such as poor safety and environmental damage by strengthening infrastructure, services, and community engagement.
International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 Based on the strategies formulated in the SWOT Table above, a strategic positioning was then mapped using a SWOT quadrant diagram to determine the most appropriate development direction for Sigapiton Village.
Figure 1 Cartesian Diagram [Source: ResearcherAos Analysi.
Based on the SWOT analysis for agrotourism development in Sigapiton Village, the resulting coordinate is (-0.
18, 0.
, placing it in Quadrant II or the Turn Around Strategy position.
This indicates that the village faces more internal weaknesses than strengths, particularly in terms of limited infrastructure, lack of digital promotion, and low community involvement.
However, there are strong external opportunities such as the potential for educational tourism, collaboration with external parties, and rich cultural heritage.
These opportunities can be utilized to address the existing weaknesses.
Therefore, the recommended approach is to apply a WO strategy by improving internal conditions through the development of agricultural and cultural tourism packages, community capacity building, infrastructure improvement, and enhanced digital promotion.
QSPM (Quantitative Strategic Planning Matri.
The Quantitative Strategic Planning Matrix (QSPM) method was used as an analytical tool to objectively compare and prioritize the proposed strategic QSPM combines previously identified internal and external factors, including strengths, weaknesses, opportunities, and threats, and evaluates the relative attractiveness of each strategy using the Total Attractiveness Score (TAS).
Each strategy was scored based on how effectively it responds to the key factors influencing agrotourism development in Sigapiton Village.
From the SWOT analysis and input from key informants, four main strategies were A Strategy 1: Improvement of accessibility and public facilities A Strategy 2: Optimization of community and youth involvement A Strategy 3: Development of educational agricultural tourism based on local A Strategy 4: Enhancement of digital promotion and agrotourism branding The strategy with the highest TAS is recommended as the top priority, as it is considered the most relevant and impactful for supporting sustainable tourism development in the village.
The detailed scoring and final ranking of these strategies are presented in the following QSPM table.
International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 242-255 DOI: 10.
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Key Factors The natural beauty of Lake Toba with its surrounding hills, rice fields, and unspoiled farmland.
Batak attractions such as traditional houses, dance studios, and Digital access and directional aids are available .
Google Map.
Nature available .
rekking, photograph.
with clear schedules and The diversity of products is suitable agriculture-based Village road access is poor and unsafe.
Cultural attractions are not yet fully utilized.
Public facilities are .
oilets, places of worship, rest areas, trash bin.
Agricultural packages are not yet available, and promotion is still e-ISSN 2828-2590
p-ISSN 2828-5093
Table 3: QSPM Matrix Result
Str 1
Str 2
TAS
TAS
Str 3
Str 4
TAS
TAS
International Journal of Travel.
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e-ISSN 2828-2590 p-ISSN 2828-5093 Str 1 Key Factors There interactive tourism agriculture yet.
Information centers, emergency services Community Development packages .
arming Digital media, brochures, and websites to Collaboration with private sectors for infrastructure and Competition Risk
damage due to Limited interaction and locals reduces Str 2
Str 3
Str 4
TAS
TAS
TAS
TAS
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Str 1
Key Factors TOTAL
TAS
Str 2
TAS
[Source: ResearcherAos Analysi.
Str 3
TAS
Str 4
TAS
Based on the QSPM results, the strategy with the highest Total Attractiveness Score (TAS) is Strategy 3: Development of Educational Agricultural Tourism Packages Based on Local Culture, with a score of 5.
This strategy is considered the most attractive and suitable for Sigapiton VillageAos agrotourism development.
It optimizes local natural and cultural potentials such as farming activities, ulos weaving, and tortor performances.
The educational approach offers tourists meaningful experiences while supporting the preservation of local wisdom.
This priority strategy is supported by previous studies, such as Rai et al.
in Buahan Kaja Village.
Bali, which showed the success of packaging agricultural and cultural activities into popular educational tourism that empowers communities.
Similarly.
Handayani .
in Pentingsari Village.
Sleman, emphasized the importance of tourist involvement in traditional farming as both an educational tourism form and cultural preservation.
The next highest scoring strategy is Strategy 1: Improvement of Accessibility and Public Facilities, with a TAS of 4.
Improving basic infrastructure like roads, public toilets, places of worship, and security services is crucial for enhancing tourist comfort.
This strategy also supports the destinationAos image and complements the main strategy to attract more visitors.
Suwarsito et .
in Sambirata Village.
Banyumas, found that successful agrotourism strongly depends on adequate infrastructure, which requires collaboration among the community, village government, and external parties.
Strategy 2: Optimization of Community and Youth Involvement ranks third with a TAS of 4.
Active community participation, especially by the youth, is vital for creating inclusive and sustainable tourism.
Empowering locals directly allows the village to develop authentic community-based tourism, strengthen the local economy, and preserve culture.
This is supported by Priambodo & Setyawan .
in Samiran Village.
Boyolali, who showed that active youth involvement in educational tourism management improves service quality and sustainability.
Nurcholis .
also highlighted the synergy between agriculture, culture, and local community participation in coffee-based tourism in Kulon Progo, resulting in authentic and sustainable tourism experiences.
Strategy 4: Enhancement of Digital Promotion and Agrotourism Branding is ranked fourth with a TAS of 4.
Although slightly lower, this strategy remains important to expand marketing reach and increase destination attractiveness, especially among digitally active young tourists.
It works best when supported by the other strategies, as digital promotion is more effective with ready and quality tourism products.
Maulana et al.
confirmed that digital promotion through social media and online platforms is key to reaching broader markets, increasing visibility, and strengthening the image of emerging agrotourism destinations.
conclusion, the strategies proposed in this study are not only based on SWOT analysis and QSPM calculations but are also reinforced by relevant previous This strengthens the validity and reliability of the strategic recommendations for supporting sustainable agrotourism development in Sigapiton Village.
International Journal of Travel.
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CONCLUSION
This study aimed to identify the potential and formulate appropriate strategies for the development of agrotourism to support tourism growth in Sigapiton Village.
Toba Regency.
Using the 6A framework (Attractions.
Accessibility.
Amenities.
Available Packages.
Activities, and Ancillary Service.
SWOT, and QSPM analysis, the findings indicate that Sigapiton possesses significant agrotourism potential that can be developed in a sustainable manner.
The villageAos main attractions include scenic landscapes overlooking Lake Toba, active farmlands cultivating coffee, chili, and corn, as well as the preserved Batak Toba culture.
However, challenges remain in the form of limited accessibility due to inadequate road infrastructure and public transportation, as well as insufficient basic tourism facilities such as public toilets, eateries, and information centers.
Available tour packages are under-promoted, and agricultural-based activities have yet to be formally packaged as tourism products.
Support from ancillary services, including tourism organizations and local government, also requires The QSPM analysis identified four priority strategies: .
Development of educational agricultural tourism packages rooted in local culture.
Improvement of accessibility and public facilities through collaboration with external stakeholders.
Optimization of community and youth involvement to ensure tourism sustainability.
Enhancement of digital promotion and branding of agrotourism.
Implementing these strategies is expected to strengthen SigapitonAos position as a competitive and sustainable agrotourism destination.
The findings provide practical implications for local governments, tourism stakeholders, and communities, highlighting the importance of collaborative efforts, infrastructure improvements, cultural preservation, and innovative marketing in rural tourism development.
REFERENCES