Understanding the Emergence of Rural Agrotourism: A Study of Influential Factors in Jambi Province, Indonesia

This investigation delineates the multi-faceted determinants integral to evolution of agrotourism within rural domains, concentrating on province Jambi as a case study. scholarly inquiry engaged with four representative villages, utilizing primary data procured through focus group discussions (FGDs) and comprehensive interviews various stakeholders. These encompass village administration, village-owned enterprises (BUMDes), youth organizations, regional body for planning development, tourism office, community figureheads, facilitators, commercial operators, local delegates. The analytical methodology incorporated transcription FGDs interviews, distillation, interpretation, triangulation. NVivo 11 Plus suite facilitated this qualitative analysis. discerned six cardinal that substantively influence trajectory development areas. include potential nature tourism, accessibility, caliber agro-products, adequacy infrastructure, involvement roles institutional bodies, technological innovation, safeguarding cultural heritage. underscores necessity collaborative approach in formulating implementing policies. approach, which calls inclusion diverse stakeholders, is aimed at bolstering sustainable agrotourism.