Exploring Agritourism Sustainability: Case Study of Durian Agritourism in Balik Pulau, Penang

Despite Malaysian agritourism's popularity among domestic and international tourists, the sector’s sustainability is not well understood. Failure to identify and manage the sustainability factors may lead to the industry’s destruction. Thus, taking durian agritourism in Balik Pulau as a sample, this study intended to explore sustainability factors and the risk management carried out by the industry players. The methodology deployed to achieve the objective was qualitative research with an inductive approach. Data was gathered from interviews with independent durian farmers who run agritourism businesses in Balik Pulau, Penang, observing the locality and electronic research on government documentation. The data were analyzed by thematic analysis and compared with the suggested sustainability agritourism model gathered from previous literature. From the analysis, durian agritourism sustainability factors in Balik Pulau emerged mainly from the microeconomy and microsocial dimensions. The agropreneurs’ awareness of sustainability leads to innovation of farm products and tourism services and steers towards the sustainability of durian agritourism in Balik Pulau. While ensuring the durian agritourism sustainability, innovation geared the agropreneurs surviving the post-pandemic economic turmoil. Government policies supporting the macro-environment dimension would further successfully support the industry in Balik Pulau. The findings are significant for stakeholders to understand the importance of agritourism sustainability. It would motivate current durian agritourism operators to sustain their business; for new entrepreneurs and durian farmers to embark on this industry. In the long run, not only the agritourism business is profitable, but it also benefits the socio-economy development and increases the quality of life.