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Abstract:
Agro tourism is in principle an industrial activity that expects the arrival of consumers (domestic and foreign tourists) directly at tourist attractions held. Improving the quality of agro tourism can be done by applying the demand model and strategy in gaining competitive advantage. This research is in line with the strategic plan and roadmap of research institutions and the Service to the Community of STIE-AUB Surakarta, especially in the focus of Good Governance Economy and Business Local namely the development of a creative economy. The aim to be achieved in this study is to see the effect of ease towards the location of prices. beauty and uniqueness, to tourism demand in organic tourism in Wonogiri and the strategies used in gaining competitive advantage. The population of this study was the visitors of organic tourism in Wonogiri Regency by convenience sampling method. The results of the study using SEM analysis obtained, first results, All constructs used to form a research model in the confirmatory factor analysis process have met the criteria for goodness of fit. Second, The Chi-Square test indicate that the model is not fit. The results of the revised model show that the value of the Goodness of Fit statistics generated has met the recommended critical value (cut-of value). Third, The structural model evaluation test showed that the data was nurmal distributed, there were no multivariate outliers and the indicators in the study had well represented the latent construct developed. Fourth, Based on the causality test, the hypothesis shows that location, uniqueness and price have no significant effect on competitive advantage in Wonogiri Central Java organic tourism, while Location, uniqueness and price have a significant effect on tourist visits in Wonogiri Central Java organic tourism but competitive advantage has no significant effect on organic tourist visits. Wonogiri, Central Java.
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