Key Success Factors' Identification of Farm Tourism: A Case from Indonesia

The setting of this study is an orchard that has turned into thriving farm tourism. company continues to develop itself in line with the high demand for horticultural products and tourism excel doing business. This research aims identify key success factors a company. Having useful information enables understand its competitive advantages powerful resources. Therefore, they can outperform competition prevent losses. employs exploratory qualitative approach. Data collection was using observation, interviews, data generated from three analytical techniques. First, external environment analysis consisted Political, Economic, Socio-Cultural, Technological, Environmental (PESTEL) Porter's Five Forces Analysis (PFFA). Second, internal encompassed Value Chain analysis, STP Marketing Mix analysis. Then, SWOT determine alternative strategies Results revealed included human resources natural In case, company's service characteristic inseparable. Lastly, must find solutions overcome their weaknesses, such as lack technology social media use.