Digitalization Strategy of Greenhouse-Based Fruit Picking Tourism Through Green Marketing Platform Integration of Social Customer Relationship Management as Economic Strengthening of Premium Fruit Farmer Groups

Dwi  Wulandari; Abdul Rahman  Prasetyo; Putra Hilmi  Prayitno; Andi Basuki; Ari Gunawan; Afis Baghiz  Syaifruddin; Widia Ayu Wulandari

doi:10.54783/ww2mve10

Authors

Dwi Wulandari Universitas Negeri Malang, Malang, Indonesia Author
Abdul Rahman Prasetyo Universitas Negeri Malang, Malang, Indonesia Author
Putra Hilmi Prayitno Universitas Negeri Malang, Malang, Indonesia Author
Andi Basuki Universitas Negeri Malang, Malang, Indonesia Author
Ari Gunawan Universitas Negeri Malang, Malang, Indonesia Author
Afis Baghiz Syaifruddin Universitas Gadjah Mada, Yogyakarta, Indonesia Author
Widia Ayu Wulandari Universitas Negeri Malang, Malang, Indonesia Author

DOI:

https://doi.org/10.54783/ww2mve10

Keywords:

Tourism Digitalization, Green Marketing, Premium Fruit Farmers, Local Economy.

Abstract

Sustainable agriculture currently faces many challenges, including the weak bargaining position of premium fruit farmers, limited direct market access, and a lack of innovative agricultural tourism innovation. On the other hand, the shift in public interest towards experience-based tourism and environmental issues has opened up new opportunities for integrating agrotourism with greenhouse-based practices. The purpose of this study is to investigate the strategy of strengthening premium fruit farmers by utilising the greenhouse-based fruit-picking tourism method, supported by digital technology and principles of the green economy. Quantitative descriptive methods were used to collect data in two locations, Kediri and Ponorogo, through observation, interviews, and statistical documentation. The number of tourist visitors, digital transactions, social media engagement, premium fruit sales volume, and garden harvest capacity, both before and after the program implementation, were the indicators analysed. All indicators have increased significantly, according to the research results. Tourists increased by 121.4% in Kediri and 94.4% in Ponorogo. These data show that the park-based tourism model not only increases the productivity and marketability of agricultural products but also creates a digital ecosystem that expands market access and strengthens farmer branding. The role of digital technology in this success story should inform the audience about its potential in the agricultural sector. Premium fruit sales volume increased by 68.6%, while audience engagement through social media increased by 246%, and garden harvest capacity increased by 84%. Therefore, this approach has proven effective in encouraging the transformation of farmers' roles into adaptive agro-digital entrepreneurs. This study recommends applying this model in other regions to foster inclusive and sustainable agriculture through the support of training, digital infrastructure, and multi-party cooperation.

References

Agrawal, E. (2023). Going viral: An analysis of advertising of technology products on TikTok. arXiv. https://doi.org/10.48550/arXiv.2402.00010

Aliyah, K., Kisworo, B., Miraj, S., & Gupta, S. (2024). The effect of digital marketing through social media and tourism attractiveness on visitor interest. Jurnal Pengabdian kepada Masyarakat (Indonesian Journal of Community Engagement), 11(1), 47–54.

Alkhatib, S., Kecskés, P., & Keller, V. (2023). Green marketing in the digital age: A systematic literature review. Sustainability, 15(16), 12369.

Ammirato, S., Felicetti, A. M., Raso, C., Pansera, B. A., & Violi, A. (2020). Agritourism and sustainability: What we can learn from a systematic literature review. Sustainability, 12(22), 9575.

Chi, M., Guo, Q., Mi, L., Wang, G., & Song, W. (2022). Spatial distribution of agricultural eco-efficiency and agriculture high-quality development in China. Land, 11(5), 722.

Gartner, A. (2024). Study explores what helps agritourism grow. Journal of Rural Studies, 105.

Irfan, A., & Bryła, P. (2025). Green marketing strategies for sustainable food and consumer behavior: A systematic literature review and future research agenda. Journal of Cleaner Production, 486, 144597.

Liu, B., & Zhou, J. (2023). Digital literacy, farmers’ income increase and rural internal income gap. Sustainability, 15(14), 11422.

Lu, Q. S., & Miller, R. (2022). How social media communications combine with customer loyalty management to boost green retail sales. Journal of International Marketing, 46(1).

Ly, R., & Ly, B. (2024). Digital payment systems in an emerging economy. Computers in Human Behavior Reports, 16, 100517. https://doi.org/10.1016/j.chbr.2024.100517

Ma, X., & Lv, L. (2024). Facilitating the high-quality agricultural development with digital economy: a panel data study of Jiangsu Province from 2013 to 2021. Frontiers in Sustainable Food Systems, 8, 1424097.

Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2024). How social CRM and customer satisfaction affect customer loyalty. Spanish journal of marketing-esic, 28(4), 465-480.

Manuhutu, E. A., Lengkong, M. R., & Paendong, S. M. (2022). Penerapan Inovasi Teknologi Pasca Panen Tanaman Wortel dalam Manajemen Agribisnis Berkelanjutan. Jurnal LOCUS: Penelitian & Pengabdian–Vol, 1(4), 210.

Ningtyas, S., Asmono, R. T., Nurlaela, L., Kurniati, I., & Nasri, J. (2023). Pelatihan pengenalan digital marketing pemasaran produk pertanian di kelurahan kali abang tengah. Swadimas: Jurnal Pengabdian Kepada Masyarakat, 1(01), 27-34.

Nordin, H., Singh, D., & Mansor, Z. (2021). Interface Design for E-Learning: Investigating Design Characteristics of Colour and Graphic Elements for Generation Z. KSII Transactions on Internet and Information Systems, 15(9), 3169–3185.

Nusran, N. F. M. (2023). Guidelines For Designing Engaging and Appealing Visual Content for Online Learning to Enhance Learner's Experience. ResearchGate.

Nyambo, P., Nyambo, P., Mavunganidze, Z., & Nyambo, V. (2022). Sub-Saharan Africa Smallholder Farmers Agricultural Productivity: Risks and Challenges. In Food Security for African Smallholder Farmers (pp. C1-C1). Singapore: Springer Nature Singapore.

Peng, X., Xu, Q., Chen, Y., Zhou, C., Ge, Y., & Li, N. (2021). An eye tracking study: positive emotional interface design facilitates learning outcomes in multimedia learning?. International Journal of Educational Technology in Higher Education, 18(1), 40.

Pesci, S., Galt, R. E., Durant, J. L., Manser, G. M., Asprooth, L., & Pinzón, N. (2023). A digital divide in direct market farmers’ online sales and marketing: Early pandemic evidence from California. Journal of rural studies, 101, 103038.

Putra, D. T., Wahyudi, I., Megavitry, R., & Supriadi, A. (2023). Pemanfaatan E-Commerce dalam Pemasaran Hasil Pertanian: Kelebihan dan Tantangan di Era Digital. Jurnal Multidisiplin West Science, 2(08), 684-696.

Sari, L. N., Nurhidayati, T., Shovitri, M., Zulaika, E., Kuswytasari, N. D., Luqman, A., ... & Priananda, C. W. (2023). Greenhouse Potential based on Ecotourism and Education for Sustainable Village Economic Resilience. IPTEK Journal of Proceedings Series, (1), 24-28.

Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2024). Assessing the effectiveness of digital marketing in enhancing tourist experiences and satisfaction: A study of thailand’s tourism services. Administrative Sciences, 14(11), 273.

Sun, Y., Miao, Y., Xie, Z., & Wu, R. (2024). Drivers and barriers to digital transformation in agriculture: An evolutionary game analysis based on the experience of China. Agricultural Systems, 221, 104136.

Sunitha, R., & Supreeth, D. (2024). E-Learning Accessibility: Barriers and solutions for inclusive online education. Journal of Informatics Education and Research, 4(3)

Tiara, L. C., Lestari, H. R., Kholifah, C. D. N., Zulfi, R. F. F., & Anshori, M. I. (2023). Pelatihan dan pengembangan berbasis digital: Implementasi pembelajaran daring, platform pelatihan interaktif, dan teknologi simulasi dalam pengembangan karyawan. Wawasan: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 1(4), 359-379.

Vahdanjoo, M., Sørensen, C. G., & Nørremark, M. (2025). Digital transformation of the agri-food system. Current Opinion in Food Science, 63, 101287.

Wang, C., & Gong, J. (2025). Intelligent agricultural greenhouse control system based on Internet of Things and machine learning (Version 2). arXiv.

Wulandari, D., Utomo, S. H., Narmaditya, B. S., Priambodo, M. P., & Prayitno, P. H. (2020). Digital farming and Local economy: a study on nudira, greenhouse Bandung. International Journal of Scientific & Technology Research, 9(2), 5689-5694.

Xu, J., Wan, J., & Dai, Z. (2024). How does digital technology application empower specialty agricultural farmers? Evidence from Chinese litchi farmers. Frontiers in Sustainable Food Systems, 8, 1444192.

Yang, C., Ji, X., Cheng, C., Liao, S., Obuobi, B., & Zhang, Y. (2024). Digital economy empowers sustainable agriculture: Implications for farmers’ adoption of ecological agricultural technologies. Ecological Indicators, 159, 111723.

Yuan, Y., & Sun, Y. (2024). Practices, challenges, and future of digital transformation in smallholder agriculture: Insights from a literature review. Agriculture, 14(12), 2193.