Does interconnectivity matter? An integration model of agro-tourism development

This study aims to formulate an agro-tourism management model, with a focal point on community participation in the establishment of sustainable tourism regions. This is achieved through the integration of diverse components, utilizing a grounded theory approach to explore and evolve the notion of sustainable agribusiness management. Data were garnered through on-site observations and semi-structured interviews involving 17 participants, encompassing government officials, farmers, traders, and enterprise proprietors. The study findings elucidate the substantial community engagement in upholding the sustainability of agro-tourism through the creation of marketing innovations, stimulation of entrepreneurial endeavours, and establishment of networks. Integrated collaboration amongst pivotal stakeholders, including the government, universities, business entities, and farmers, serves as the catalyst for area development. We present a management model designed to maximise resources, thereby optimising the advancement of sustainable agro-tourism. The local government assumes a significant role in assisting the development of agro-tourism zones through the provision of training aid and infrastructure enhancement. This research has formulated a conceptual framework underpinning the expansion of sustainable agro-tourism. The study underscores how an interlinked ecosystem can facilitate a community-driven integrated strategy for agro-tourism management. While this inquiry focuses on a single case study, the findings underscore the necessity of an integrated network strategy encompassing all stakeholders to harmonise tourism advancement whilst preserving the sustainability and authenticity of the region. Marketers have the capacity to devise tactics for augmenting tourism by identifying the distinctiveness of particular locales, thereby enhancing the economic, societal, and cultural potentials of agro-tourism. For governmental entities, comprehending the latent potential of agro-tourism while acknowledging the significance of community sustainability remains of paramount importance.