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I Made Sarjana, I Gde Pitana, I Nyoman Darma Putra, Agung Suryawan Wiranatha
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DOI:10.17265/2328-2169/2021.04.003
Udayana University, Bali, Indonesia
Positioning is a tool for tourism marketing activities; thus, it directs agritourism management to have a more precise marketing plan and leads the tourism marketing to perform effectively and systematically. Moreover, it supports the management to compose a positive marketing plan by using marketing mix, channel, and predicting results precisely. This article analyses the positioning of agritourism products in Community Based Agritourism (CBA) Subak Jatiluwih from visitors’ perspective. It examined six variables to create a precise positioning of CBA Subak Jatiluwih namely features, benefits, competitors, users, usages, and products’ class. The data gathered through a survey and interview to 125 tourists as respondents who met in the Subak Jatiluwih area during their visit while consuming agritourism products. The result showed that visiting CBA Subak Jatiluwih with motivation for getting recharging and relaxing got in the average scores of 4.48 and 4.49. The scores are almost 5.0 or close to perfect. It means the two parameters on benefits of agritourism products have strong power on CBA Subak Jatiluwih’s positioning. Therefore, the positioning formulation must be “by visiting CBA Subak Jatiluwih, tourists could encourage the inner motivation with relaxing and recharging their selves in the widest rice field teras in Bali”.
tourists’ perspective, positioning, relaxing and recharging, CBA Subak Jatiluwih
Journal of Tourism and Hospitality Management, July-August 2021, Vol. 9, No. 4, 221-237 doi: 10.17265/2328-2169/2021.04.003
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