Pengembangan Agrowisata Berbasis Ketahanan Pangan Melalui Strategi Komunikasi Pemasaran di Desa Serang Purbalingga

• Main Authors: Adhi Iman Sulaiman, Bambang Kuncoro, Endang Dwi Sulistyoningsih, Hikmah Nuraeni, Fatmah Siti Djawahir
• Format: Article
• Language: English
• Published: Universitas Semarang 2017-01-01
• Series: Jurnal the Messenger
• Subjects: Ecotourism; Food Security; Local Knowledge; Marketing Communication; Empowerment
• Online Access: http://journals.usm.ac.id/index.php/the-messenger/article/view/423

The study aims to analyze the developing agrotourism based on food security through marketing communications strategy. The research method used Participatory Rural Apprasial, data was collected through interviews, observation, documentation and focus group discussion with interactive analysis and SWOT analysis. The informant research  through purposive sampling of 30 people as a community worker in the Serang village, Karangreja subdistrict of  Purbalingga Regency. The results showed corporation effort possession village have not been able to manage the organization, marketing, promotion, developing business units and partnerships, thus require integrated marketing communications model on the empowerment of agrotourism based on food security in the Serang village.