INTEGRATION MODEL OF AGRICULTURE WITH SOCIETY COMMUNITY-BASED TOURISM IN BATUNGSEL VILLAGE, PUPUAN DISTRICT, TABANAN REGENCY, BALI

Abstract

This study develops an innovative integration model of coffee agriculture with society community-based tourism in Batungsel Village, Tabanan Regency, Bali, Indonesia. Mixed-methods combining Likert-scale surveys and NVivo qualitative analysis based on pentahelix framework dimensions, this research identifies community perceptions and priority themes for sustainable agrotourism development. Results reveal strong support (mean 4.18/5.0) with the highest scores for economic viability (4.35) and community centrality (4.28). Eight priority themes emerged: farmer institutional strengthening, capacity building, experiential coffee tourism, digital marketing, water-based aquaculture diversification, gender inclusion, traditional knowledge integration, and agroforestry conservation. The proposed model comprises pentahelix governance connecting stakeholders, operational mechanisms with benefit-sharing (40%-30%-20%-10%), phased interventions, participatory monitoring across 24 indicators, and sustainability principles. This research contributes through participatory indicator co-production, digital marketing assessment, and gender-disaggregated analysis, addressing identified gaps in coffee agrotourism literature.