Abstract
Agritourism with the concept of animal husbandry has its own uniqueness as a tourist destination. Among Agritourism at Malang City, Indonesia, with the concept of animal husbandry, only Milkindo stated their place as integrated dairy farming for recreation and education. The purpose of this study was to determine the relationship of patronage buying motives consisting of tourist sites, tourist location atmosphere, facilities at tourist sites, price & service quality to the decision process of tourists visiting tourism of the Milkindo Integrated Dairy Farming Recreational and Educational Tours. One hundred Samples were selected on a non-probability sampling with an accidental sampling approach. Quantitative Data is analysed by Partial Least Square (PLS) analysis. The result of this study is shown that facilities at tourist sites is the one variable that has a significant positively effect on the decision process of tourists visiting tourist sites, while the tourist location, tourist location atmosphere, and service quality don’t have significant effect on it, meanwhile price has a negative but not significant effect. The findings show that the theory of motive theory of tourist's patronage buying motive toward Milkindo can be used as a basis for assessing attractions other than agritourism. In addition, it can be translated with different geographical and demographic conditions, because the study is only in the city of Malang, Indonesia. Keywords: Agritourism with Farming Concept, Patronage Buying Motives, Tourist Visiting Behaviour.
Highlights
Agritourism with the animal farming concept has its own uniqueness as a tourism destination
Based on the structural model shown in Figure 1, it is known that the R-square value of the relationship between Patronage buying motives and the decision process of tourists visiting tourist sites is 0.712
That means 71.2% of the decision process of tourists visiting tourist sites is explained by patronage buying motives consisting of Tourist Locations, Tourist Location Atmosphere, Facilities at Tourist Sites, Price, and Quality of Service
Summary
Agritourism with the animal farming concept has its own uniqueness as a tourism destination. There are 3 (three) locations in Malang City and surrounding areas built as recreational destinations, which are Mega Star (horse farming) at Batu, Nusa Pelangi and Milkindo (dairy farming) Among those agritourism with the animal farming concept, only Milkindo stated their place as an integrated dairy farming for recreational and educational tours. The integrated farming concept is a sustainable system that does not stand alone and believes that everything produced will return to nature as their principle It means every waste produced will be reused into something valuable [1]. In integrated farming concept that developed in many countries has a zero-waste production system as its orientation It means every waste produced from cattle and plants will be recycled and reuse into the cycle production cycle [2]. Those interesting concepts of Milkindo are created to attract tourists to visit and spend their leisure time to have a vacation activity with their family in this area
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