Does Local Dairy Agritourism Business Model in Indonesia Concern Animal Health?: Lesson Learned from Cibugary

摘要

Dairy agritourism growth in Indonesia is increasing as it has potentials from its growing demand and business diversification. Many farmers/entrepreneurs work on this potentials to establish a local dairy agro-tourism based on their economic interest. To achieve their economic interest, the dairy agritourism business model should concern animal health, as cows' health will support milk production as well as the main attraction in dairy agritourism. However, there is limited knowledge of cow health in the dairy agritourism business models. This paper aims to describe the business model of Cibubur Garden Dairy (Cibugary) agritourism and examine its concern on animal health. Then, Cibugary agritourism business model is benchmarked to Cimory agritourism business model to compare the level of animal health application. This study found that Cibugary has several areas of improvement to improve the animal health, namely human resources and marketing. Based on the Strengths and Weaknesses (SW) analysis and benchmarking, Cibugary needs to improve its guides' competencies through training, optimize its social media and website to socialize its concern on animal health, and develop more various agritourism packages in the near future.