Developing Moringa Agrotourism to Improve the Economy of the Muna Community in Gunung Jati Village, Kendari City

Moringa Moringa oleifera Lam has long been cultivated by the Muna community in Gunung Jati Village, Kendari City, as a household food source and cultural practice brought from Muna Island since the late 1960s. Recent market demand for moringa leaves has created an opportunity to transform scattered plantings into a community-based agrotourism destination. This study examines the opportunities, barriers, and community-based solutions for developing moringa agrotourism to improve local livelihoods. Using ethnographic methods, data were collected through in-depth interviews and focus group discussions with 25 informants, including traditional leaders, educators, youth, and women from dasa wisma groups. Results show that Gunung Jati has strong potential due to its hilltop location overlooking Kendari Bay, historical Dutch-era sites, and collective cultural knowledge of moringa cultivation. However, barriers include irregular planting, limited processing skills, lack of tourism infrastructure, and weak institutional organization. The study proposes a constructivist model in which women’s groups and youth manage agrotourism activities, product diversification, and cultural attractions. If implemented, moringa agrotourism can diversify income, create jobs, strengthen Muna identity, and contribute to Sustainable Development Goals 1, 2, 8, and 11. The findings provide a replicable model for community-based agrotourism in urban fringe areas of Eastern Indonesia.