From Awareness to Satisfaction: Assessing Destination Brand Perceptions in Teba Majalangu Agrotourism

¹ Study Program of Agricultural Industrial Technology, Faculty of Agricultural Technology, Bukit Jimbaran Campus, Udayana University, 80361, Badung, Bali, Indonesia
² Study Program of Agribusiness, Faculty of Agriculture, Udayana University, 80232, Denpasar, Bali, Indonesia
³ Center of Excellence for Food Sovereignty, Udayana University, 80232, Denpasar, Bali, Indonesia

Abstract

Agrotourism has emerged as a sustainable tourism model that integrates education, community participation, and environmental awareness. This study examines five key dimensions of destination brand equity—awareness, image, quality, trust, and satisfaction—at TeBa Majalangu Agrotourism in Denpasar, Bali. Data were collected from 96 visitors and analyzed using descriptive quantitative and qualitative approaches to identify the main factors influencing visitors' perceptions and experiences. The results show that brand image, quality, and satisfaction are generally rated good, brand trust is excellent, while brand awareness remains relatively low. Although TeBa Majalangu has been established for several years, it still lacks public recognition and visibility. Visitors, however, perceive strong potential for its development as a sustainable agrotourism destination that reflects local culture and environmental values. Strategic efforts should focus on enhancing digital promotion, improving infrastructure and facilities, and enriching agricultural and educational activities. Strengthening collaboration with local schools and communities may also enhance visitor engagement and reinforce TeBa Majalangu's position as a leading sustainable agrotourism site in Bali.