Abstract
This research aims to know the characteristics of visitors, identify the factors that influence the number of visits, and estimate the economic value of Bhumi Merapi Agrotourism. This study attempts to estimate the economic benefits value of the visitors. This research was conducted by surveys with questionnaires to 50 visitors with the incidental sampling method. To answer the first objective, an analytical descriptive method was used. Multiple linear regression analysis was used to identify the factors influencing the number of visits. The economic value was measured using the zonaltravel cost method. The results showed that visitors came from the Special Region of Yogyakarta, Central Java, and East Java. Most visitors came in groups of 1 to 10 people and had a primary purpose for recreation. The results indicated that income and visit experience had a positive influence; meanwhile, travel costs and distance negatively influenced the number of Bhumi Merapi Agrotourism. Willingness to pay the value of visitors a year is Rp59,855,200,000.00, the price paid by visitors of Bhumi Merapi Agrotourism is Rp46.315.507.000,00, and consumer surplus value is Rp13.539.700.000,00.
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