CHAPTER I

Introduction

1.1. Background

The wealth of Natural Resources owned by Indonesia makes Indonesia has

a lot of potential to be developed both in the agricultural, plantation, mining,
industrial and tourism sectors. Therichness of Indonesia through abundant natural
resources, elements of natural beauty, cultural uniqueness, historical heritage,
diversity of flora and fauna and the hospitality of the local population is an added
value for the development of the tourism sector in Indonesia.
Pariwisata has a very important role for Indonesia both in the field of
Sosial, culture and economy. Utama and Hartono (2016) in their research said that
the World Economic Forum (WEF) in 2013 placed Indonesia ranked 6 out of 140
countries in the world for ownership of natural and cultural resources. This
ranking is well above neighboring countries, such as Thailand and Malaysia.
Indonesia's tourism price competitiveness index in 2013 ranked 9 out of 140
countries.
Arianti (2014) said that thearitourism industry is ableto create job
opportunities, increase income and increase the country'sforeign exchange.Every
year this sector always experiences increased growth both from tourists who come
and foreign exchange earnings for the country, this proves that the role of this
sector is very important to be developed to advance the economy indonesia.
According to the Ministryof Tourism (2016) the condition of national tourism in
2015 macro showed the development and contribution continues to increase and
more significant to thenational Domestik BGDP (GDP) of4.23 % or Rp. 461.36
trillion, with an increase in foreign exchangegenerated reaching US$ 11.9 billion,
and a workforce of12.16 million people. The increase in tourism GDP and the
contribution of tourism to national GDP continues to increase every year, this can
be seenin Figure 1.

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Figure 1. Graph of the increase in tourism GDP and the contribution of

Tourism to national GDP
Source: Ministry Pariof Tourism (2016)

One of the sectors that can be used as a supporting place for tourism
development is the agricultural sector which is often referred to as agro-tourism.
Almost all activities and locations pertaNian can be used as objek interesting tour.
The combination of nature, the diversity of agricultural activities and the life of
rural communities and interesting agricultural history is a huge potential to be
developed into a potentially business tourism. The tendency of tourists to visit
agricultural and natural objects should be used tosupport the development
oftourism in Indonesia.
TheMinistry of Agriculture through the Director General of Horticulture
(2016) has targeted a work program in 2016 in the development of solid
terhorticulture based on Law No. 13 year 2010 Article 40 and 42 one of which
targets that horticulture seeks to develop agriculture in the form of agro-tourism,
hortipark, organic village and so forth. Compatibility between business interests
andrexisting government programs, it is very important for all parties to continue
to make development efforts in the agro-tourism sector.
Cianjur regency is one of the regions that has good tourism potential.
Cianjur regency has five leading development focuses that are expected to spur
regional economic growth, the determination of the six leading sectors is carried
out by looking at the contribution of these sectors today and the potential and
development opportunities they have. The focus of economic development of
Cianjur regency, among others, agribusiness, tourism, household crafts,
manufacturing industry, and trade services (BPS Cianjur, 2014). Famous tourist
attractions in Cianjur include Gede Pangrango National Park( TNGP), Bumi
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Perkemahan Mandala Wangi, Bumi Perkemahan Mandala Kitri, Cibodas

Botanical Garden, Calincing and Jangari Cirata Reservoir, Sukasirna Hot Springs,
Taman Bunga Nusantara, Kota Bunga Recreational Park, and many more
recreational places the newly developed tourism in Cianjur, onenya of which is
Sweetberry agrotourismSweetberry.
Sweetberry agrotourism is a strawberry picking tour in the Puncak area,
Cipanas Cianjur, West Java, with a garden areaof about three hectares. This tourist
spot provides an opportunity for consumers who want to pick strawberries
andfresh vegetables directly in the garden, so this business is also known as a
tourist spot that is an alternative choice for many tourists, both local and foreign
tourists. Sweetberry agrotourism Sweetberry ini also provides its own attraction
both for Tourism, Research, Conservation, and other interestsnya.
Agrotourism hasa good D tampak as an innovation in the field of
agribusiness in creating business added value and improve the economy in
Indonesia. This is in accordance with the government's priority program in the
development of leading sectors in 2017, namely one of the tourism sectors that
can be developed from the agricultural sector. The location of this agrotourism is
right in the middle of Villa Green Apple housing, Cipanas district, it is a challenge
for this business development process. These challenges can be in the form of
opportunities for land conversion, pollution of tourist sites due to community
activities, and other impacts that can affect the surrounding environmental
conditions.
Based on these conditions, it is necessary to study how much the
willingness of the community to maintain the existence of agro-tourism locations
by looking at the economic value of Natural Resources. One of the important
indicators in the process of Tourism Development is also the factor of visitors, it
is also necessary to know faktor-faktorwhat factors affect the demand for visitors
to agrotourism Sweetberry.

1.2. Formulation Of The Problem

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According to Rosen (1999) in Firandari (2009), a recreation area is a

public good because it has the nature of non-rivalry, that is, every tourist
attraction visitor (consumer) can get recreational satisfaction without reducing the
satisfaction of other consumers. Public goods also have the nature of non-
excludability in consumption which means that everyone can enjoy nature without
being restricted. Based on these characteristics, public goods do not have market
data, making it difficult to determine their price.
Agro- tourism Sweetberry is one of the environmental goods that have
these properties, causing the demand and supply curve pasar objof the tourism
object market cannot be formed and therefore the basic function of the price
mechanism cannot be fulfilled or also calledmarket failure. This resulted in the
price of objek agrotourism Sweetberry Sweetberry can not be found. Menurut
Djajadiningrat (2014),goods in such circumstances are usually referred to as
goods that can not be priced and non-market goods (non-market goods).
The inability of the market in assessing natural tourism in this case
agrotourism quantitatively causes the goods are not valued or often valued at a
price lower than it should be (undervalued). This makes the allocation of natural
resource utilization in the form of agritourism is not optimal. Therefore, this study
shows the true economic value of the object of agrotourism Sweetberry, where the
value canbe determined K decision to developthis tourism obj ek further or vice
versa.
KesulDifficulties in economic assessmentof Tourism obj ek can be
approached by guessing the function of demand for recreation. Estimates can be
obtained from how far users of public goods are rationally willing to pay
(willingness to pay). One technique that is considered successful to assess the
benefits of Environmental Quality in the form of natural recreation (agritourism)
is the method of travel costs (travel cost mehods) where the cost incurred
tokconsume services from natural resources (recreation) is used as a proxy to
determine the price of the recreation.
This willingness to pay is graphically depicted as the slope of the demand
curve, which can further suppose the demand function of said place or public
good (agritourism). The function of recreational demand (in the form of frequency
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of visits that have been made in a certain period by certain individuals) to

Sweetberry agrotourism Sweetberryis not only influenced by the price level of
travel costsas aprice factor, but also influenced by factors of socio-economic
conditions of visitors including age, education level, income, and some other
attributes such as distance travel, the number of group members, long to know the
location, alternative recreation locations, and others. Furthermore, through the
demand function, the economic value of objEk argowisata can be known, which
can be used to allocate resources with the optimal form of objek wisata.
Based on these conditions, the formulation of the problem in this study is:
1. Bagaimana karakteristik dan penilaian pengunjung terhadap objek
Agrowisata Sweetberry?
2. Faktor–What factors influence the demand Agrowisata for Sweetberry
agrotourism recreation ?
3. Bagaimana nilai ekonomi yang dihasilkan oleh Agrowisata Sweetberry
dengan pendekatan travel cost methods?
1.3. Research Objectives

Based on the formulation of the problem above, this study aims to:
1. Identify the characteristics and passessment of visitors to the objek
agrotourism Sweetberry.
2. Find out what factors affect the demand for recreational Agro-Tourism
Sweetberry.
3. Menduga nilai ekonomi yang dihasilkan oleh objek Agrowisata
Sweetberry dengan pendekatan travel cost methods.
1.4. Research Benefits

1. For business owners and government in theregion, the response of

visitorsto the frequency of visits is expected to be used as a consideration
for decision keputusan -making in the development of objek agrotourism.
2. For the community is expected to understand the value of agrotourism
Sweetberry, so that the community helped keep this agrotourism in order
to remain sustainable.
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3. For researchers (academics) it is expected that this study can be used as a

reference for subsequent studies so as to provide new ideas in agribusiness
innovation efforts in the field of agro-tourism.