MODEL OF STRENGTHENING THE ECONOMY OF  RICE FIELD AGRO-TOURISM IN THE PASAR MELINTANG VILLAGE

Adelina Lubis; Indah Apriliya; Putri Anggi Oktavia Harahap; Nurul Wardani Lubis

Authors

Adelina Lubis Master of Management Study Program, Postgraduate, Universitas Medan Area
Indah Apriliya Agrotechnology Study Program, Faculty of Agriculture, Universitas Medan Area
Putri Anggi Oktavia Harahap Management Study Program, Faculty of Economics and Business, Universitas Medan Area
Nurul Wardani Lubis Management Study Program, Faculty of Economics, Universitas Negeri Medan

Keywords:

Agro-tourism; SWOT analysis; Agro-tourism; Marketing strategy

Abstract

The development of agro-tourism is one alternative that can encourage regional economic potential. Pasar Melintang Village has the largest rice field in Lubuk Pakam, Deli Serdang. Village rice fields have the potential to be developed into agro-tourism so that they become a new alternative tourist destination in Deli Serdang. This research aims to formulate agro-tourism strategies and economic strengthening models in agro-tourism development. This research is a qualitative descriptive study, using SWOT analysis to formulate a marketing strategy for rice field agrotourism in Pasar Melintang Village. Partners in this study were 21 people from Mulia farmer groups, community leaders, and related institutions. The result of this research is the need for a diversification strategy of tourism products and participatory management in tourism development models

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