DETERMINANT FACTORS OF VISITORS TO PARHONASAN DAIHONAS AGROTOURISM IN NORTH SUMATERA, INDONESIA

Abstract

Indonesia as an agricultural country has great potential in developing agrotourism by utilizing the diversity of natural resources and abundant agricultural resources. The development of agrotourism in Indonesia is quite a lot until now and one of them is Parhonasan Daihonas Agrotourism. The purpose of this study was to analyze visitor perceptions of the quality of agrotourism, the determinants of visits, and the economic value obtained by agrotourism. Accidental random sampling was used to select the respondents from the study area in this study with a total of 96 visitors to the Parhonasan Daihonas agrotourism. Multiple regression models and the travel cost method are used to analyze the determinants of visits and the economic value of agrotourism. This study found that visitors had a good perception of the quality of Parhonasan Daihonas agrotourism both from the aspects of tourist attraction, access to agrotourism, services in agrotourism, cleanliness of agrotourism, as well as safety and comfort in agrotourism. Visitors' perception of the quality of agrotourism is one of the determining factors for increasing visits to Parhonasan Daihonas agrotourism. The large consumer surplus value makes Parhonasan Daihonas agrotourism the potential to be developed.