Strategies for enhancing the competitiveness of The Hidden Strawberry Garden Agrotourism in Pancasari Village, Bali, Indonesia

Authors

  • Ni Komang Ayu Lenny Komala Dewi Udayana University, Denpasar, Indonesia
  • I G. A. A. Ambarawati Udayana University, Denpasar, Indonesia
  • Ketut Budi Susrusa Udayana University, Denpasar, Indonesia

Keywords:

agrotourism, Business Model Canvas, competitiveness, development strategy, paired comparison, SWOT

Abstract

Agrotourism integrates agricultural activities with tourism to generate added value and strengthen destination competitiveness. The Hidden Strawberry Garden in Pancasari Village, Buleleng, Bali, offers strawberry-picking and agro-educational activities but faces challenges related to management systems, human resource capabilities, digital marketing, and tourism innovation. This study aims to analyze its existing business model, identify internal and external factors affecting competitiveness, and formulate development strategies by integrating the Business Model Canvas (BMC) and SWOT analysis. A descriptive qualitative approach was employed, with data collected through observation, interviews, and documentation involving the owner, managers, farmer group members, and visitors. Strategic factors were weighted using paired comparison, followed by BMC analysis, Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), Internal–External (IE) Matrix, and SWOT Matrix. The results indicate that the Value Proposition represents the strongest component of the business model, particularly through the integration of strawberry-picking experiences and agro-educational activities, while Channels and Key Resources require further improvement. The IFAS score of 3.513 indicates a strong internal position, whereas the EFAS score of 2.994 reflects a moderate-to-strong capacity to respond to the external environment. The IE Matrix positions the agrotourism business in Cell IV, indicating a Grow and Build strategic orientation. The integration of BMC and SWOT generated eight strategic alternatives. Short-term priorities include strengthening digital marketing and human resource capabilities, followed by product and agro-educational attraction development in the medium term, and improvements in service quality, management systems, and tourism innovation in the long term. These strategies provide a structured direction for strengthening the competitiveness and sustainable development of The Hidden Strawberry Garden.

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Published

2026-08-18

How to Cite

Dewi, N. K. A. L. K., Ambarawati, I. G. A. A., & Susrusa, K. B. (2026). Strategies for enhancing the competitiveness of The Hidden Strawberry Garden Agrotourism in Pancasari Village, Bali, Indonesia. Tennessee Research International of Social Sciences, 8(2), 171–180. Retrieved from http://triss.org/index.php/journal/article/view/170

Issue

Vol. 8 No. 2: July-December 2026

Section

Research Articles

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