Visitor satisfaction is fascinating to learn because this is always a significant positioning in developing tourism destination.This study aims to analyze visitor satisfaction and formulate the agrotourism development strategy. The research survey was conducted in Purwosari Agrotourism, Mijen District, Semarang City, Indonesia.  A total of 100 visitors and 20 people were purposively selected to address research objective. Visitor satisfaction is evaluated using the 7P marketing mix approach. The analysis method uses the Importance Performance Analysis and Customer Satisfaction Index to analyze visitor satisfaction; and Strength, Weakness, Opportunity, and Threat (SWOT) analysis to formulate development strategy. The results showed the location, transportation, promotion, and physical evidence (parking area, toilets, and information boards) are the main priority attributes of improvement. The response of visitors was in the satisfied category with a total Satisfaction Index of 73.39%. The development strategy of Purwosari Agrotourism shows the SO (strength and opportunity) strategy approach, which means being in a favorable position with aggressive strategy recommendations.  The strategy includes the innovation of tourism products, collaboration with other tourism objects to create tour packages, and expand product marketing networks.JEL Classification: Q13; R58; Z32

This research aims to bridge the research gap in the literature by developing a conceptual model consisting of the concepts of market orientation, absorption capacity, new product development, and business performance. In this study, the population is Micro, Small and Medium Enterprises (MSMEs) in Surabaya's fashion sector. This group was chosen because it plays an important role in the Indonesian economy and can prove its existence in the Indonesian economy. The analytical method used in this study is structural equation model analysis (SEM) with AMOS program. The data collection method used questionnaires distributed to a total population of 243 fashion SMEs in Surabaya. The test results show that market orientation has a positive and significant effect on acceptability, acceptability has a positive and significant effect on new product development, and acceptability has a positive and significant effect on business development. This shows that new product development has a positive and significant impact on business success. The implication in this study is that to manage small businesses in the fashion industry what needs to be prepared is that it is necessary to always collect information about competitors, have differentiation, and modify the products offered to customers to improve company performance and profits.

Since there are inconsistent findings on the influence of entrepreneurial orientation on business performance, we aim to develop a conceptual model to explain how an entrepreneurial orientation has the potential to enhance business performance. We develop a concept of culinary-gastronomic value advantage as mediation for entrepreneurial orientation to improve business performance effectively. We examine the model by involving 241 owner-managers of micro and small-sized enterprises in the food industry, whose results were analyzed using SEM-AMOS software. This study’s results indicate that the culinary-gastronomic value advantage derived from the Service-Dominant Logic (SDL) theory is an acceptable solution as mediation for entrepreneurial orientation and performance. Another important finding is that the entrepreneurial orientation and culinary-gastronomic value advantages are highly dependent on the level of risk consciousness on the competitive pressures that occur in the market. This study brings several theoretical implications to service-dominant logic theory, particularly on value accentuation in the form of culinary-gastronomic value advantage for enhancing performance.