Bridging Promotion and Tourism Readiness: A Qualitative Study of Palm Sugar Agrifood Tourism Business in Tanjung Lesung, Indonesia
DOI:
https://doi.org/10.33021/ijfbp.v9i1.6759Abstract
Introduction/Main Objectives: The potential of palm sugar in Tanjung Lesung area could make agrifood tourism developed as it accompanied with the traditional process of production and easy educational visitor experiences. Promotion has been done via social media, word of mouth and local tourism networks, but ongoing development is limited by capacity issues and lack of facilities at the production site. Nurturing the Development of Palm Sugar Agrifood Tourism at Tanjung Lesung through Promotional Preferences, Readiness of Local Business and Tourist Sites, and Stakeholder Supports. Research Methods: A semi-structure interview and direct field observation, collaborative learnt as an exploratory qualitative case-study design. Interviews with one local palm sugar producer and tourism actor were conducted covering promotional activities, product distribution, tourism experience, business constraints, and institutional support. Direct observations were used at Ladda Bay Resort and the palm sugar production house with a checklist consisting of cleanliness, parking, directional signage, sanitation, service and visitor safety. Through thematic content analysis of the interview and observation data, emergent themes were organized into four categories: promotion, business readiness, tourism-site readiness, and stakeholder support. Finding/Results: Promotional activities of palm sugar tourism are digital marketing via Facebook, Instagram, WhatsApp, YouTube as well as communication and word-of-mouth and recommendations from local tour guides but the activities still have not been stable Despite the market opportunities, including collaboration with Tanjung Lesung and product placement in the tourism gallery, limited capital, made-to-order production system and a consignment-based payment arrangement prevent producers from ensuring continuous supply. In addition to that, palm sugar production can also be used as an educational tourism site where visitors can see the process of making sugar directly. Field observations showed a gap in readiness from the main tourism area and to the production site regarding parking, directional signage, condition of toilets, accessibility and visitor safety. Although training in digital marketing, tourism management, promotion and creative economy development has been provided by the government and Tanjung Lesung management, financial and technological limitations remain an obstacle to implementation.
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