Agrotourism is one of the government’s commitment to further improve the quality of tourism in the region and the agrotourism customers play an important role in the agrotourism destination, in this case, is Mekarsari Fruit Garden in improving loyalty. The purpose of this research is to know the role of customer participation and the quality of service in improving loyalty at Fruit Park Mekarsari, West Java. Respondents from this study were visitors who took part in the Mekarsari Garden Tour Package. Questionnaires were given directly after the respondents participated in following the green land package. The number of samples in this study was 144 respondents. Model and Data Analysis Technique for this research used PLS (Partial Least Square). The results of this study indicate that there is no direct correlation between motivation and loyalty, but there is a significant relationship between motivation and loyalty if we consider Service Quality to improve customer loyalty. This indicates that customer motivation will play an important role in improving customer loyalty if customers also feel the quality of service well.


Agrotourism; Customer Participation; Service Quality; loyalty.

Full Text:



Al- Ababneh, M. 2013. Service Quality and Its Impact on Tourist Satisfaction. Interdisciplinary Journal of Contemporary Research in Business 4(12): 164 – 177.

Brandth, Berit and Haugen, Marits. 2011. Farm Diversification inti tourism – Implications for Social Identity Journal of Rural Studies 27 (2011): 35 – 44.

Brown, L. dan Hershey, C. 2012. Agritourism in Wisconsin From The customer Perspective. Report From the 2012 Wisconsin Agritourism Survey.

Bumbalova, Monika. 2010. Analysis of Agritourism in Arkansas and Slovakia: Strengths, Weakness, Opporunities and Threats. Dissertation.

Chang, W. dan Taylor, S. 2016. The Effectiveness of customer participation in new product development: A Meta Analysis. Joournal of marketing 80 (2016): 47 – 64.

Chatzigeorgiou, C. Christou, E., Kassianidis, Panagiotis S., and Mariana. 2009. Examining the Relatioship Between Emotions, Customer Satisfaction and Future Behavioral Intentions In Agrotourism. TOURISMOS: An International Multidisciplinary Journal of Tourism 4 (4): 145 – 161.

Chen, C. C. V., Chen C. J., and Lin M. J. 2015. The Impact of customer participation: The Employee‘s perspective. Journal of Business And Industrial marketing 30 (5): 486 – 497

Cook, Michael L and Chaddad, Fabio R. 2000. Agroindustralization of the Global Agrifood Economy: Bridging Development Economics and Agribusiss Research. Agricultural Economics Journal 23 (2000): 207 – 218

Dong, B., Sivakumar, K., Evans K., and Zou S. 2015. Effect of Customer Participation on Service Outcomes : The moderating Role of participation Readiness. Journal of Service Research 18 (2):160 – 176.

Donnely, M. 2009. Building Customer Loyalty: A Customer Experience Based Approach in a Tourism Context. Thesis.

Fahmi, Z., Hamzah, A., Muhammad M., and Yassin S. 2013. Involvement In Agrotourism Among Communities in Desa Wawasan Nelayan Villages on The East Coast Of Malaysia. Asian Social Science 9 (2) : 203 – 207

Fleischer, Aliza and Tchetchik, Anat. 2005. Does Rural TourismBenefit From Agriculture. Tourism Management 26 (2005): 493 – 501

Hall, D. and Skaarup, I. 1992. Garden Tour of Europe. Flower and Garden 36 (5). Agricultural and Environmental Science Database.

Hounnoklang, S. 2016. Concepts, issues and The Effectiveness of Alternative Tourism Management in Thailand. A Case Study of Plai Pong Pang Homestay, Amphoe, Ampawa, Samut Songkram Provience. International journal of Arts and Sciences 09 (03): 337 – 348.

Ismail, M. N. I., Hanafiah, M. H., and Mustafa, N. 2016. Community Based Homestay Service Quallity Visitor Satisfaction And Behavioral Intention. Procedia – Sosial And Behavioral Sciences 222: 398 – 405.

Ivanauskiene, N and Volungenaite, J. 2014. Relations Between Service Quality and Customer Loyalty : An Empirical Investigation Of retail Chain stores in emerging Markets. American International Journal of Social Science 3 (2) : 113 – 120

Kidston, Daisy Amber. 2002. Oportunities for Agritourism On Organic Farms: the Magdalen Islands, Quebec. Dissertation

Kline, C., Barbieri, C., and lapon C. 2016. The Influence of Agritourism on niche Meats Loyalty And Purchasing. Journal of Travel Research 55 (5) : 643 – 658.

Kuo, Nae-wen and Chiu, Yu-Ting. 2006. The Assesment of Agritourism Policy Besed On SEA Combination With HIA. Land Use Policy Journal 23 (2006): 560 – 570.

Lee, Y. J. and Kao P. H. 2015. Effects of Service Quality on Customer Loyalty – A Case of taiwanese Watson‘s Personal Care Stores. Universal Journal of management 3 (5) : 187 – 197

Leffew, M. B. 2014. Value added Agriculture, Direct Marketinf And Agritourism: cultivating a Fruitful Enterprise. Center for Profitable Agriculture University of tennessee Extension.

Lim, Sei – Jun. 2006. The influence of Service Quality on Customer Satisfaction, Attitudinal Loyalty and Behavioral Future Intentions for Participation of Fitness enters In South Korea: A structural Equations Modeling Approach. Dissertation

Liu, J., Yu, Y., Li J., Han, Ruufeng, and Wang Y. 2014. Design and Construction of Grape Theme Sightseeing Garden. Asian Agricultural Research 6 (5): 74 – 78.

Maneenetr, T., Naipirit A., and Tran T. H. 2014. Guidelines To promote Local Community Participation in Developing Agrotourism: A Case Study of Banmor Village, Sam Sung District. Asian Social Science 10 (9): 178 – 186.

Mekarsari. 2011. Sekilas Tentang Taman Buah Mekarsari. [Online].

Mustak, M., Jaakkola E., and Halinem, A. 2013. Customer Participation and Value creation: A systematic Review and research Implications. Managing Service Quality 23(4): 341 – 359

Nasers, Melissa Sue. 2009. Iowa Agritourism consumer profile: Demographics, Prefrences And Participation Levels. Dissertation.

Nejad, L. R., Firrdzbakht, Z., and Taghipoor, A. 2014. Service Quality Relationship Quality and Customer Loyalty. Open journal of Social Sciences 2014 92): 262 – 268.

Norby, M. S. dan Retallick M. S. 2012. Iowa Consumer Motivation And Preferences For Agritourism Activities. Journal of Extension 50 (5): 1 – 17.

Osman, Z and Sentosa, I. 2013. Mediating Effect of Customer Satisfaction on Service Quality and Customer Loyalty Relationship in malaysian Rural Tourism. International Journal of Economics, Business and Management Studies 2 (1): 25 – 37.

Osman, Z. 2013. An Empirical Study of Direct Relationship[ of Service Quality, Customer Loyalty in Malaysian Rural tourism. Journal of Tourism, Hospitality and culinary Arts 5 (1) : 125 – 150

Paul, V. and Araujo, N. 2015. Assessing Visitor Satisfaction with a Pioneering Agritourism Project: Vegetable Tourism in The Parc Agraridel Baix. PASOS: Revista de Turismo Y Patrimonio Cultural !3 (4) : 741 – 755

Phillip, Sharon; Hunter, Colin; Blackstock, Kirsty. 2010. A typology For Defining Agritourism. Tourism Management Journal 31 (2010): 754 – 758

Shelton D. C. 2012. Consumers Motivations of Producers and Supported Participating In Urban Community Agriculture Groups In Denver Colorado, Thesis.

Solem, B. A. A. 2016. Influences of Customer participation and Customer Brand Engagement On Brand Loyalty. Journal of Consumer Marketing 33(5) : 332 – 342

Tew, Christine and Barbieri, Carla. 2011. The Perceived Benefits Of Agritourism: The Providers Per spective. Tourism Management Journal xxx (2011) : 1-10

Tseng, M. L., Wenwuw, W., Tinglee, Y., and Liao, C. H. 2008. An Explorative Model of Customers Service Quality Perceptions for Leisure Farm In Taiwan, WSEAS Transaction on Business And Economics 12 (5) : 507 – 523

Yang, Xin-Ji-Le-tu, Del-Ger Bat, Wei-Hong Han, and Yan- Li Yang. 2010. The Value Relevance of Fundamentals: Evidence From Listed Agribusiness Firms In China. IEEE Journal.

Yulianto, D. P., Suprihardjo R. D., and Sulistyarso H. 2016. Participatory Aproach in Planning Management of Rural Tourism Site. Prosiding Seminar Nasional Manajemen Teknologi XXIV – MMT ITS Surabaya.

Zeppel, H. 2016. Education And Conservation Benefits of Marine Wildlife Tours: Developing Free – Chioce Learning Experiences. The Journal of Environmental Education 39 (3): 3 – 17.



  • There are currently no refbacks.