Factors Correlate with Motivation and Performance of Agricultural Extension Workers in Agritourism Advancement towards 4.0 Industry

Abstract

The societal and economic constraints lead the Indonesian farmers to be unable to defend their lands, and shift their land into non-agricultural areas. Agritourism might stimulate fast economic growth, generate more jobs and occupations, and enhance the quality of life for sub-urban communities. Agriculture extension workers (AEWs) assistance could play a significant role in addressing this requirement. Unfortunately, the motivation and performance of the AEWs in promoting agritourism activities have not been studied previously. The aim of the present study is to explore the factors which affect the motivation and performance of AEW due to their importance in agritourism improvement. Proportional stratification with a simple random sampling method was applied to collect the data from the government personnel who work primarily as AEW. It was conducted in the Malang Raya region, East Java, Indonesia. A total of one hundred and forty-two (142) AEWs were utilized for the study. The data were analyzed by descriptive and inferential statistics after they were collected, coded, and arranged. This research concluded that the external factors and the competence of AEWs have a direct and significant association with work motivation in the advancement of agritourism, meanwhile, no factors observed have a significant correlation to AEW’s performance. The study suggests that to improve motivation and AEW's performance, the agencies and administrators should concentrate on institutionalizing regulations that will encourage continual education, provide comfortable offices and working facilities, and increase the frequency of weekly meetings with farmer groups.