Reorienting the Goal and Direction of Tobacco Agrotourism Development in Jember Indonesia

Tobacco farming plays a strategic role in Jember district. It gives multidimensional impacts on various other businesses and has a positive economic impact on the district. However, the Government policy has consistently made efforts to reduce smoking and increase the health of society. This policy gives an impact on tobacco farming until currently. These conditions encourage innovations on tobacco derivative products as a conceptualization of creative agribusiness beyond the farm businesses. This study aims to determine the purpose and direction of activities in the development of agrotourism as non-smoking tobacco derivative products in Jember. The research method uses a qualitative approach. In the first phase, in-depth literature studies and open interviews were conducted to obtain goals and directions in the development of non-smoking tobacco derivative products. The results were analyzed by using a geometric mean. The analysis result shows that the goal of maintaining the sustainability of tobacco agribusiness is an important direction in the development of agrotourism as a non-smoking tobacco derivative product. Sustainability needs to be supported by efforts to increase the income and welfare of farmers and families, increase the empowerment of tobacco farmers and their families, and maintain the sustainability of local and indigenous communities in tobacco agribusiness.