Integrating Agro-Edutainment and Fintech into an Educational Tourism Business Model for Nutritional Literacy in Bintaro, Jakarta, Indonesia

Abstract

This study examines the integration of agro-edutainment and financial technology (fintech) into an educational tourism business model to support nutritional literacy in Bintaro, Indonesia. A quantitative survey approach was employed at Kebun Berseri, a community-based urban farming destination. The study population comprised visitors, local residents, and community members involved in educational tourism activities. Using purposive sampling, 80 female respondents who had participated in educational tourism activities were included. Data were collected using a questionnaire designed to assess agro-edutainment experiences, fintech utilization, nutritional literacy, healthy consumption behavior, and perceived social impact. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS, including measurement model evaluation, structural model assessment, and hypothesis testing. The findings revealed significant positive relationships between agro-edutainment and nutritional literacy (β = 0.729), agro-edutainment and social impact (β = 0.739), and fintech and social impact (β = 0.178). Conversely, fintech was negatively associated with nutritional literacy (β = -0.217), while its relationship with healthy consumption behavior was not statistically significant. These findings highlight the potential of experiential agricultural education while emphasizing the need to integrate meaningful nutrition education into digital tourism services.

Keywords:   agro-edutainment, educational tourism, financial technology, nutritional literacy; urban farming