Spatial Transformation of Agrarian Cultural Tourism in the Muria Volcano Region, Indonesia through Markerless Augmented Reality and Cross-Generational Empowerment

Eva Banowati; Efriyani Sumastuti; Juhadi Juhadi; Mu'arifuddin Mu'arifuddin; Muhammad Iqbal; Satya Budi Nugraha; Muhammad Guruh Bintang Wicaksana; Novianto Adhi Sucipta

doi:10.37905/jgej.v7i1.35495

Spatial Transformation of Agrarian Cultural Tourism in the Muria Volcano Region, Indonesia through Markerless Augmented Reality and Cross-Generational Empowerment

Eva Banowati, Efriyani Sumastuti, Juhadi Juhadi, Mu'arifuddin Mu'arifuddin, Muhammad Iqbal, Satya Budi Nugraha, Muhammad Guruh Bintang Wicaksana, Novianto Adhi Sucipta

Abstract

This study examines the spatial transformation of agrarian cultural tourism in the Muria Volcano Region, Indonesia, through the integration of markerless augmented reality (MAR) and cross-generational community empowerment. Using a mixed-methods design, the research combines a quantitative survey of 150 agritourism-related micro, small, and medium enterprises (MSMEs) with qualitative data derived from focus group discussions, field observations, and an intensive empowerment and training programme involving a purposive subset of 35 MSME participants representing different generations. Quantitative analysis using PLS-SEM and IPMA explores the relationships between agrarian cultural values, business financial management, digital technology adoption, and profitability, while qualitative insights are used to interpret socio-spatial dynamics, learning processes, and local practices shaped through empowerment activities. The findings indicate that agrarian cultural values and digital technology adoption mediate how local communities engage with tourism spaces, while cross-generational empowerment enhances digital readiness and interpretive capacity. MAR contributes to spatial storytelling and visitor engagement by enabling interactive representations of cultural landscapes, although its implementation remains constrained by uneven digital skills and infrastructure. This study contributes to social and tourism geography by demonstrating how digital spatial media can support community empowerment and sustainable tourism development in peripheral volcanic landscapes. It also offers insights for geography education through its emphasis on spatial representation, place-based learning, and technology-mediated understanding of cultural landscapes in tourism contexts.

Keywords

agrarian cultural tourism; cross-generational empowerment; markerless augmented reality; MSME profitability; personalized marketing

Full Text:

PDF

References

Adeola, O., & Evans, O. (2020). ICT, infrastructure, and tourism development in Africa. Tourism Economics, 26(1), 97–114. https://doi.org/10.1177/1354816619827712

Al-Said, K., Vanina, E., & Pavlovskaya, O. (2024). Virtual reality technologies for training tourism company managers: A case study of the ATLAS platform. Education and Information Technologies, 29(18), 24367–24385. https://doi.org/10.1007/s10639-024-12798-6

Banowati, E., Dian, S., Prajanti, W., & Banowati, E. (2017). Developing the under stand cropping system ( PLDT ) for sustainable livelihood. Management of Environmental Quality: An International Journa, 28(5), 769–782. https://doi.org/10.1108/MEQ-08-2015-0163

Banowati, E., Suryadi, A., Gustaman, F. A., Hermanto, F., Setiyaningrum, A., Suryani, R. W., & Nisa, N. (2023). Strategy to increase the competitiveness of the slopes of Mount Muria coffee based on social enterprise. IOP Conference Series: Earth and Environmental Science, 1190(1). https://doi.org/10.1088/1755-1315/1190/1/012047

Buana, W., & Meily, S. O. (2021). Augmented Reality Application using Dynamic Location-Based Tracking of Taman Ayun Temple. Lontar Komputer : Jurnal Ilmiah Teknologi Informasi, 12(1), 24. https://doi.org/10.24843/lkjiti.2021.v12.i01.p03

Chaisriya, K., Preeyawongsakul, P., Gilbert, L., Nualnoom, P., Rattanarungrot, S., Narongrach, R., & Silakun, N. (2024). Enhancing visitor experiences and economic outcomes through gamified AR: The impact of a Location-Based Augmented Reality Game in agritourism. Journal of Open Innovation: Technology, Market, and Complexity, 10(4), 100415. https://doi.org/https://doi.org/10.1016/j.joitmc.2024.100415

Chen, Z., Ryan, C., & Zhang, Y. (2021). Transgenerational place attachment in a New Zealand seaside destination. Tourism Management, 82(February 2020), 104196. https://doi.org/10.1016/j.tourman.2020.104196

Das, G. (2025). Strategic Integration of FinTech in MSMEs: Enhancing Financial Inclusion and Business Sustainability in India. Injacsm, 01(01), 1–10. https://doi.org/10.63665/injacsm.v1i1.1

Fadli, H., Ibrahim, R., Arshad, H., Yusoff, R. C., & Yaacob, S. (2022). Augmented Reality in Cultural Heritage Tourism: A Review of Past Study Article history. Open International Journal of Informatics (OIJI), 10(1), 109.

Giampiccoli, A., & Dłu, A. (2022). Host Population Well-Being through Community-Based Tourism and Local Control : Issues and Ways Forward. Sustainability, 14, 1–17.

Hair, J. F. (2021). Next-generation prediction metrics for composite-based PLS-SEM. Industrial Management and Data Systems, 121(1), 5–11. https://doi.org/10.1108/IMDS-08-2020-0505

Hair, J. F., Jr., Ringle, G. T. M. H. C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (L. Fargotstein (ed.); Third Edit). SAGE Publishing. https://uk.sagepub.com/en-gb/eur/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548

Huang, L., Zan, J., Lv, K., & Zhao, X. (2025). Journal of Hospitality and Tourism Management A systematic review of mixed methods research in tourism and hospitality. Journal of Hospitality and Tourism Management, 63(December 2023), 163–176. https://doi.org/10.1016/j.jhtm.2025.03.007

Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability (Switzerland), 13(3), 1–27. https://doi.org/10.3390/su13031018

Le Pera, A., Sellaro, M., Grande, G., Bencivenni, E., & Migliori, M. (2023). Effect of quality of separately collected glass, paper plus cardboard and lightweight packaging waste on environmental, energetic and economic sustainability of the material recovery facility operations. Journal of Cleaner Production, 425, 138973. https://doi.org/https://doi.org/10.1016/j.jclepro.2023.138973

Li, Y., Liu, Y., & Solangi, Y. A. (2024). Analysis of factors and strategies for the implementation of sustainable tourism in a green economic structure in China. Journal of Cleaner Production, 434, 140011. https://doi.org/https://doi.org/10.1016/j.jclepro.2023.140011

Marjerison, R. K., Kim, J. M., Jun, J. Y., Liu, H., & Kuan, G. (2024). A Cross Generational Exploration of Motivations for Traditional Ethnic Costume Photography Tourism in China. Sustainability (Switzerland), 16(24), 1–19. https://doi.org/10.3390/su162410882

Minarni, Fery, S., Linda, N., & Kustandi, T. (2021). Augmented Reality Portal 360 Degrees Tourism “Bundaran Balanga” Sampit. Jurnal Mantik, 5(3), 1604–1614.

Miyanti, V., Muhidin, A., & Ardiatma, D. (2023). Implementasi Metode Markerless Augmented Reality Sebagai Media Promosi Home Furnishing Berbasis Android. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 4(1), 71–77. https://doi.org/10.57152/malcom.v4i1.1019

Muhammad, D., Wardhono, W. S., & Afirianto, T. (2018). Analisis Penerapan Markerless Augmented Reality pada Video Game Memancing dengan Pendekatan Simultaneous Localization and Mapping ( SLAM ). Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer (J-PTIIK) Universitas Brawijaya, 2(12), 7083–7087. https://j-ptiik.ub.ac.id/index.php/j-ptiik/article/view/3855

Németh, K., Baranyai, N. H., Vincze, A., Tóth-Kaszás, N., & Péter, E. (2022). Generational approaches to climate change with special regard to tourism and recreational habits - Results of a Hungarian survey. Society and Economy, 44(1), 83–101. https://doi.org/10.1556/204.2021.00021

Nikolarakis, A., & Koutsabasis, P. (2024). Mobile AR Interaction Design Patterns for Storytelling in Cultural Heritage: A Systematic Review. Multimodal Technologies and Interaction, 8(6). https://doi.org/10.3390/mti8060052

Nst, F. K., Ilham, F., & Chiuloto, K. (2022). Media Pengenalan Makanan Khas Daerah Sumatera Menggunakan Teknologi Augmented Reality Berbasis Android. ALGORITMA : Jurnal Ilmu Komputer Dan Informatika, 6341(April), 60–67.

Nurfitri, I., Utaya, S., & Utomo, D. H. (2025). Sustainable Tourism Management Strategy at Punaga Beach : A SWOT and AHP Approach for Environmental , Socio-Economic , and Cultural Sustainability. Jambura Geo Education Journal, 6(1), 37–47. https://doi.org/10.37905/jgej.v6i1.30835

Pagliara, F., Aria, M., Brancati, G., Moradpour, A., & Morrison, A. M. (2025). Journal of Destination Marketing & Management A mixed-method study for the identification of the factors affecting the performance of a tourist destination. Journal of Destination Marketing & Management, 37(March), 101018. https://doi.org/10.1016/j.jdmm.2025.101018

Pratiwi, A., Prasetyo, B. D., & Hussein, A. S. (2025). Changes in the Dynamics of Indonesian Tourists Regarding the Information Adoption Process in the Digital Era. Jambura Geo Education Journal, 6(2), 168–180. https://doi.org/10.37905/jgej.v6i1.31271

Rozak, A. (2025). Community Empowerment Through Waste Bank Management to Achieve Sustainable Urban Development : A Case Study in Cilandak District , South Jakarta , Indonesia. Jambura Geo Education Journal, 6(2), 116–125. https://doi.org/10.37905/jgej.v6i2.30871

Shang, Y., Lian, Y., Chen, H., & Qian, F. (2023). The impacts of energy resource and tourism on green growth: Evidence from Asian economies. Resources Policy, 81, 103359. https://doi.org/https://doi.org/10.1016/j.resourpol.2023.103359

Simanjuntak, W., Subagyo, A., & Sufianto, D. (2024). Peran Pemerintah Dalam Implementasi Artificial Intelligence (Ai) Di Kementerian Komunikasi Dan Informatika Republik Indonesia (Kemenkominfo Ri). Journal of Social and Economics Research, 6(1), 1–15. https://doi.org/10.54783/jser.v6i1.332

Siregar, V. M. M., & Hanafia, M. A. (2023). Perancangan Aplikasi Augmented Reality Untuk Edukasi Penerapan Konsep Green Economy Dalam Pengembangan Desa Wisata Sebagai Upaya Mewujudkan Pembangunan Berwawasan Lingkungan. Jurnal TEKINKOM, 6(2), 339–348. https://doi.org/10.37600/tekinkom.v6i2.950

Stanković, M., Anđelković, T., Mrdak, G., & Stojković, S. (2023). Trends in the Development of the Digital Marketing Ecosystem and Business Strategy Milica Stankovi ć Academy of Applied Technical and Preschool Studies , Serbia , [email protected] Tiana Anđelković Academy of Applied Technical and Presc. KNOWLEDGE – International, 57(1), 163–168. http://ikm.mk/ojs/index.php/kij/article/view/5985

Subianto, P., & Gibran, R. (2024). 1276-Visi-Misi-Indonesia-Maju-2024-Final. https://mmc.tirto.id/documents/2023/10/26/1276-visi-misi-indonesia-maju-2024-final.pdf?x=2676

Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in Society, 65(December 2020). https://doi.org/10.1016/j.techsoc.2021.101565

Tyasari, H. S., & Patrikha, F. D. (2023). Analisis Strategi Pemasaran Digital Dalam Upaya Peningkatan Omset Penjualan. Jurnal Pendidikan Tata Niaga (JPTN), 11(1), 9–17. https://doi.org/10.26740/jptn.v11n1.p9-17

Yudistira, P., Asriyanik, & Didik Indrayana. (2024). Penerapan Augmented Reality Dengan Metode Markerless Pada Museum Megalodon. Jamastika, 3(1), 178–186. https://doi.org/10.35473/jamastika.v3i1.2998

DOI: https://doi.org/10.37905/jgej.v7i1.35495