Journal of Tourism and Hospitality Management, July-August 2021, Vol. 9, No.

4, 221-237
doi: 10.17265/2328-2169/2021.04.003
D DAVID PUBLISHING

Establishing the Positioning of Agritourism Product Towards the

Collaborative Marketing of CBA Subak Jatiluwih Bali

I Made Sarjana, I Gde Pitana, I Nyoman Darma Putra, Agung Suryawan Wiranatha
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”.

Keywords: tourists’ perspective, positioning, relaxing and recharging, CBA Subak Jatiluwih

Introduction
Agritourism had been recognized as a form of tourism activity since the 1800s or industrial revolution era
(Sznajder, Przezbórska, & Scrimgeour, 2009). At that time, people, who lived in big cities, were glad to visit
country areas and did recreation activities in farming areas. There are many recreation activities having been
identified as parts of agritourism products such as having breakfast in rural areas, stay in villagers’ house, feeding
cow or horse, and other farming activities (Nasers & Retallick, 2012). Those activities could provide new
experiences and knowledge for tourists because they can act as a farmer when they took on their vacation.
Recently, agritourism activities have been becoming more popular than in past time as more and more
people spend their to visit agritourism destinations. Thus, agritourism destinations with many kinds of attractions
have been built dramatically over the world. Not only in developed countries, agritourism has been also well

Acknowledgments: Authors would like to extend sincere gratitude to the Ministry of Tourism and Creative Economy Republic
of Indonesia and the Center of Excellence in Tourism, Udayana University for providing financial support of this research.
I Made Sarjana, SP., M.Sc., Tourism Doctoral Program, Udayana University, Bali, Indonesia.
I Gde Pitana, Ir., M.Sc., Ph.D., professor, Center of Excellence in Tourism, Udayana University, Bali, Indonesia.
I Nyoman Darma Putra, M.Litt., Ph.D., professor, Center of Excellence in Tourism, Udayana University, Bali, Indonesia.
Agung Suryawan Wiranatha, Ir., M.Sc., Ph.D., Center of Excellence in Tourism, Udayana University, Bali, Indonesia.
222 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

developed in developing countries. Particularly, in Indonesia, agritourism has been introduced for decades.
Historically, the government of Indonesia began to support agritourism as a part of the economic development
program in 1989, when the Ministry of Agriculture in collaboration with the Ministry of Tourism, Post and
Telecommunication issued public policy on agritourism development on decree (Surat Keputusan) No.
204/Kpts/HK.050/4/1989 and KM.47/PW.004/MPPT-89 (Sarjana, 1997). Thus, this regulation brought a
positive impact on agritourism development progress, resulted many agritourism destinations had been
established since the 1990s. For example, Taman Buah (fruit garden) Mekar Sari in Bogor (West Java),
agritourism of apple in Malang Regency (East Java), and agritourism of salak (snake fruit) in Sibetan Village,
Karangasem Regencies (Bali Province) become popular. In addition to that, agritourism could develop in certain
rural areas such as Pelaga Village in Badung Regency and Subak Jatiluwih, Tabanan Regency (Bali). Specifically,
the agritourism destination optimizes the asset of Subak which is the Balinese traditional religious farming
organization providing tourism experiences in rice field areas.
Theoretically approach, some reasons could be considered for developing agritourism destinations. Firstly,
they are creating new opportunities for villagers to increase their family income through engaging the job and
business opportunities beyond agricultural activities since farmers could enlarge their farming areas not only for
farming production but also tourism activities, called a multi-functionality of farming areas. Secondly,
agritourism is significantly able to support government income and solve the development gap between sectors
(tourism and agriculture sectors) and regions (urban dan rural areas). In addition, it is projected to create a new
market for agricultural products. However, the performance of agritourism in Indonesia in supporting the
empowerment of rural people welfare had not been recognized for years due to its less professional management;
thus, it could not fulfil the stakeholder expectation at the end.
Therefore, professional tourism management should pay similar attention to all factors which are supporting
tourism destination development. According to Bornhorst, Ritchie, and Sheehan (2010) to reach successful
tourism destination development, management of tourism destination must consider six aspects such as economic
growth (having to the target of tourist number and maintaining the quality of hospitality), a good marketing
system (quality and awareness of the destination image and brand, media exposure, etc.), creating and promoting
quality tourism products, providing quality tourist experiences (as measured by tourist satisfaction, repeat visits,
word of mouth and social media impact, etc.), a good relationship between hosts and guests. Additionally,
Indonesia Constitution No. 10 Year 2010 provides direction that developing tourism sector should provide
similar attention on the tourism industry, tourism destination, marketing, and tourism institution. In brief, to build
up good tourism management tourism products and marketing strategy must be managed properly.
Unfortunately, tourism marketing especially in agritourism mode still has less priority. Agritourism
management places its focus more on developing agritourism products or destinations, so that, they argue a kind
of miss understanding point of view that, tourists will visit them automatically once they had a good agritourism
destination. On the other hand, marketing performs an important role in supporting tourism destinations
including agritourism and spiritual tourism. Without marketing activities, tourism business will be stopped; thus,
marketing will be encouraging to reach sustainability of tourism business (Pitana & Sarjana, 2020; Pitana &
Narottama, 2021). Moreover, Pitana and Narottama (2021) described that developing a tourism marketing
strategy should be paying attention to positioning, targeting, and also collaboration. For this reason, the article
discusses the relationship between positioning and collaborative marketing for developing the marketing strategy
of CBA Subak Jatiluwih.
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 223

CBA Subak Jatiluwih is the most popular agritourism destination in Bali Province. It employs rice fields and
its surrounding as the core of agritourism products. Besides, Subak Jatiluwih had been recognized as part of the
world heritage cultural site since 2012 (Miura & Sarjana, 2016; Suryawardani, Wiranatha, Purbanto, &
Nitivattananon, 2020). Apart for that privilege of Subak Jatiluwih position, it is assumed that the marketing
aspect on managing CBA Subak Jatiluwih has been unfocused for years. Consequently, the number of visitors in
CBA Subak Jatiluwih was recorded only at 459,007 tourists in 2019, only 0.17% compared to total recorded
tourists arrival in Bali Islands which reached 26,500,000 tourists (Tourism Government Official of Bali Province,
2019). Therefore, it could be concluded that the positioning is crucially required to support developing the
collaborative marketing strategy for sustaining CBA Subak Jatiluwih.

Literature Review
Community-Based Agritourism
The term of agritourism has been acculturated from two words such as agriculture and tourism (Sznajder
et al., 2009). Moreover, Sznajder et al. (2009) pictured agritourism as tourism activities that provide a
connection between tourists and the land or farming areas, so, tourists feel more familiar with everything in
farming areas. In addition, they also state a definition of agritourism based on farmers’ views or supply
dimension where it is considered as tourism business which is invested and managed by farmers. In this
condition, farmers do not only sell the good in services in natural touristic resources, but they also invest
through providing more comfortable tourism facilities for tourists. In this context, farmers as investors create a
well-managed plan to transform their farming areas into a tourism destination; they build up the 4A (attraction,
accessibility, amenities, and ancillary) to reach high standards of tourism facilities.
Furthermore, Pitana and Sarjana (2020) defined agritourism as tourism activities based on agricultural
assets. Pitana and Sarjana described that many tourists have the expectation to spend their time in a “rural
atmosphere” especially agricultural land for gaining farmers’ life experiences. In detail, Chikuta and Makacha
(2016) added that agritourism consists of two aspects such as working/operational farm and contact with
farming activities. Operational farm related to the modification of physical farming areas or multifunction
development for gaining additional income from tourism activity. Then, the engagement into farming activities
refers to the farming trip that can be conducted directly (participation in planting or harvesting, learning
farming tradition) and indirectly (food processing, and outdoor activities). In conclusion, agritourism can be
seen as a big effort to develop the mutual relationship between tourism and the agriculture sector. It means that
the tourism could utilize agricultural potentials to provide a qualified tourist experience; as a result, farming
communities could earn additional income from tourism activities within their participation as workers or
businessmen in the tourism sector.
Agritourism can be managed by private enterprises and the community, which is also established in Bali.
The enterprises-managed agrotourism destinations usually developed in narrow agricultural areas on average
0.4-1.5 ha. Meanwhile, the Community-Based Agritourism (CBA) covers wide areas because it utilizes
community assets (Satriawan, Pujaastawa, & Sarjana, 2012; Satriawan, Pujaatawa, & Sarjana, 2014; Satriawan,
Pujaastawa, & Sarjana, 2015). Satriawan et al. (2015) observed 48 agritourism destinations in Bali for years
and found that more than 80% of agritourism destinations in Bali are managed by private enterprises, and only
less than 20% are belonged to CBA. In general, CBA is developed both in particular commodity areas (snake
fruit, wine, orange, coffee, and paddy) and mixed commodities areas. In addition, CBA can be a process of the
224 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

transformation agriculture community to tourism actors/stakeholders (Sardiana et al., 2020). Thus, this
transformation has been conducted in order to elevate the farming families’ income and their quality of life.
Subak System as Local Wisdom of Balinese
Subak is the most popular institution which implements the sustainable development concept in Indonesia
because it has been managed based on Tri Hita Karana (THK) philosophy. THK philosophy is Hindu’s values
that lead the Balinese to maintain the happiness of their life in three aspects such harmonious relationship
between men and God, their fellows, and the environment (Sutawan, 2008; Windia et al., 2005). Moreover,
Sutawan (2008) defined Subak as the farming organization that functioned to manage irrigation system based
on THK philosophy. For this reason, Subak has been characterized as a socio-religious-agrarian organization or
local wisdom from Bali Islands.
The Subak system is formed from a long process. Farmers who are coming from the same region, either
the same village or same working field, as well as facing the similar problems concerning on their water
irrigation, gather together to discover the solution related to the issue. Then, those farmers are working together
in finding the water resources or even river that could supply the water needs to their irrigation system. From
those water resources then a predicted water irrigation on the surface. Further, the irrigation system consists of
empelan or dam, tunnel, primary canal, secondary canal, tertiary canal, and talinkunda (the water division into
each personal land of the farmer as the member of Subak). Finally, once the irrigation system is already
well-established, able to watering every farmers’ land), then the Subak organisation is ready to be constructed
as its follow up action (Sarjana, 2005).
According to Windia et al. (2005), there are several considerations required in developing the Subak
system namely, water resource availability, prepared rice field as the working land, and the readiness of the
particular group of society to accept the transformation from dry-land farming to the wet-land farming
system. Further, Windia explained about three prominent obstacles regarding the Subak system development.
Firstly, the community would meet difficulty in integrating the irrigation system within its religious
socio-cultural condition, which is become crucial within the process of Subak management system. Secondly,
several farmers would not be ready to join into the complicated organisation followed by rules in form of
Awig-awig or strict written regulation. Lastly, related to the aspect of material, regard a very complicated
irrigation water division.
Subak owns strategic role towards the sustainable development both in agricultural and tourism sector.
The Tri Hita Karana (THK) philosophy, positioning as the management foundation of the Subak system, would
be the local wisdom that goes along with sustainable philosophy development that applied in every sector
nowadays. Further, the socio-cultural aspect that underlies on the sustainable development could be
implemented within the Subak management system particularly on its gatra parahyangan, harmonizing the
relation between the farmers and God. The economy aspect then applied through the business system as the
gatra pawongan, the well-maintained relation between the farmers and stakeholder, or another people in
general term. Meanwhile, the environmental aspect is determined from the gatra palemahan, the well-managed
relation between the farmers and its environment (rice field and the water resources surroundings) (Sutawan,
2008; Windia et al., 2005). In summary, the THK philosophy could be defined as the three main causes of
happiness that underlies as the farmers’ life consensus in managing the Subak system that could be
implemented in every aspect of development at this present time.
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 225

In fact, the concept of THK philosophy can be understood in similar meaning to the sustainable
development concepts as the development process must consider environment, social and economic impact of
human being; for instance the relationship between humans and God could be seen as social-culture activity,
while the humans and their fellow could perform the economic activity, and the last, farmers apply
environmentally friendly technology as a clear sample of a good relationship between humans and the
environment. Thus, Subak system has been recognized as a successful institution in supporting sustainable
development in the agriculture sector. Because many assets of Subak are utilized as tourism attractions, Subak
also has been expected to have a good contribution in the tourism sector. As a result, many Subak has been
transformed into actors in the tourism industry for managing its agritourism potentials.
As mentioned above, Subak as a farming organization in wetland, therefore, all rice fields in Bali have
been managed under Subak system. Practically, there are some tourism attractions being created based on assets
of Subak such as a panorama of rice fields, farming activities (preparing land, seeding, planting, harvesting). In
Subak, tourists can learn Hindu religious ceremonies, traditional architecture, and local knowledge on
managing rice and other commodity plantations. Moreover, several other tourism experiences can be enjoyed in
Subak which would be living in farmers’ houses, feeding cattle, or having breakfast in rice fields (Wiranatha &
Suryawardani, 2018; Diarta & Sarjana, 2018).
Collaborative Marketing
As tourism business activity in agriculture environment, agritourism is similar to other business forms
which need proper management to reach benefit and sustainability. Developing modern business usually covers
many aspects such as products and services design, business model design, and marketing. According to Kotler
et al. (2017, p. 29) that “marketing is the process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return”. This definition reveals that
reciprocity of goods and services between producers and consumers occurred when producers can produce
something of high quality or it has the value that is needed by consumers.
In other words, Pitana and Narottama (2021) figure out that marketing could be a valuable aspect of
tourism management. They mentioned that the failure of marketing strategy can lead to unprofitable tourism
destination management. Pitana and Narottama stated that marketing becomes so crucial as it produces,
communicates, and distributes goods and services to consumers in order to fulfil consumers’ needs. The
importance of marketing is highly relevant with collaborative marketing which is the newer term on marketing
strategy design. Hill (2013) revealed that collaborative marketing is a connection between enterprises and their
customers for maximizing long-term shared value. This approach integrates the most basic idea of
marketing—a customer-driven orientation.
Thus, the important function of marketing activity could apply to agritourism management. Marketing
must be considered on an action plan as well as agritourism product development. The marketing plan consists
of some aspects like positioning and target market. Without positioning and target which are defined in a proper
statement, marketing strategy would have less focus and be less effective to gain its benefits.
Positioning
Fanggidae 2006 (in Pitana & Narottama, 2021) described positioning as an effort to put the product in
consumers’ mind. In addition, Kotler (2002) pointed out positioning as action to design the supply dimension
of the company and its image for reaching the special position in consumers’ mind. For this reason, positioning
226 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

could be recognized as a key element in designing a marketing strategy. For a company, the positioning
provides benefit that the management can define the consumers point of view about the differentiation of their
products both in goods and services. Moreover, positioning had been aimed to describe the products which
have some competitive advantages comparing other similar products produced by different companies. Then
the competitive advantages desired by consumers is defined as the target of the market (Johansson, 2010;
Grönroos, 1997).
Grossklaus cited by Schuh, Pitsch, and Schippers (2014) stated that there are five-factor can influence
market positioning. Those factors are market leadership position, follower position, me-too position, price
position, competition-oriented position, and niche position. To gain efficiency of resources as a tool on creating
market positioning, it should be involved net benefit, range of services, integration of customers, suitable for
tool and die making industry, and differentiation characteristics (Schuh et al., 2014). Furthermore, Kotler,
Armstrong, Saunders, and Wong (1999) declared that the positioning of a product could be assessed in six
factors such as product attributes, benefits, usage, users, competitors, and product classes. The assessment
could be utilized on depicting the advantage of the product itself. This research prefers to use Kotler’s
positioning concepts.
Moreover, the Sustainable Livelihood Framework (SLF) was applied as the main analysis tool in
discovering the in-depth comprehension towards the collaborative marketing and positioning development
activities of CBA Subak Jatiluwih. The SLF is applied in revealing both marketing and positioning activities
through discussing several aspects such as natural capital, social capital, human capital, physical capital, and
financial capital (Alatalo, 2017; Mwenda & Turpin, 2016). Vafadari (2013) then modified the SLF
implementation into the agritourism development in six main type of capital namely social, natural, economy,
human institutional, and attraction capital.

Methodology
The research has been conducted in CBA Subak Jatiluwih, Tabanan Regency, Bali Province, Indonesia
(Figure 1). Subak Jatiluwih covers 303 ha rice field and 545 farmers are noted as members of the Subak.
Moreover, Subak Jatiluwih has been visited by tourists since 1970s; thus many foreigners especially from the
Netherlands came to Jatiluwih Villages for experiencing nostalgic activities. The Netherlands people were
mostly retired men from the Army who were doing their job in Tabanan Regency in past time (Sarjana, 2007).
CBA Subak Jatiluwih was chosen as research location because of some considerations. CBA Subak Jatiluwih
has been recognized as the most popular agritourism destination in Bali from either domestic or international
tourists’ view. However, the positioning of CBA Subak Jatiluwih has not been composed yet; thus, it needs to
define properly in order to support collaborative marketing activities of CBA Subak Jatiluwih. Then, data have
been generated by conducting survey of 125 tourists who consumed agritourism products in CBA Subak
Jatiluwih.
The number of study populations, namely the number of tourists visiting in 2020, is not known with
certainty; the technique of determining samples is non probability sampling or quota sampling. The use of
quota sampling is because not all members of the population have the same opportunity as the sample.
Meanwhile, how to take samples using accidental sampling (Supranto, 2008; Wu Suen, Huang, & Lee, 2014).
The parameters used to select travelers as a sample of research:
1. Tourists who have visited ABM Subak Jatiluwih at least once,
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 227

2. Tourists are at least 15 years old,

3. Tourists are willing to fill out questionnaires.
According to Nurdin and Hartati (2019), the determination of the number of samples is very closely
related to the type of research that is being carried out. For correlational studies, the minimum sample count
was 30, while in experimental studies the minimum sample count was 15 from each population group studied.
Meanwhile, the survey study of the minimum sample number mentioned as many as 100 samples. In this study
it determined the sample number of 125 tourists who had visited Subak Jatiluwih, with a proportion of 100
(80%) foreign tourists and 25 (20%) archipelago tourists.

Figure 1. Maps of CBA Subak Jatiluwih. Source: Rupa Bumi (2021).

The total of respondents refers to the description of Nurdin and Hartati (2019) mentioned that the total
sample in a survey can be differentiated into two, such as a survey for correlation analysis needs by at least 30
respondents, and experiment analysis needs within at least 100 respondents. This research then can be
categorized as the second category, so there more than 100 persons chosen as the respondents. The
questionnaire has been constructed in positive statements and followed with a Likert scale (Table 1). According
to Supranto (2008), the data would be analyzed using a formula of the interval of classes. The formula is below:
228 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

Its descriptions are:

C = class length,
Xn = highest observation value,
X1 = lowest observation value,
k = total of statements’ criteria.
These are the results of length of interval class:
1.0-1.79 = very bad,
1.80-2.59 = bad,
2.60-3.39 = sufficient,
3.40-4.19 = good,
4.20-5.00 = very good.
The expert assessment approach is applied in determining the parameters of each positioning variable used
in the questionnaire. These activities then conducted through FGD participated by five participants, coming
from different experts, such as two persons from marketing expert, a tourism planning expert, an agrotourism
expert, and social psychology expert. Holistically, the applied parameters utilized in the questionnaire were
taken through several consideration from prior existing researches related to the tourism positioning
particularly the tourism in the village included the agrotourism.

Table 1
Variables and Parameters of Agritourism Products in CBA Subak Jatiluwih
No. Variables Parameters
Cleanliness; hospitality; information accuracy; souvenir facilities; and
1 Products’ attributes
diversity of tour packages
Participation on activities of culture and environment conservation; getting
2 Benefits for tourists unique experiences in agritourism areas; recharging inner motivation;
relieve stress or refreshing
Stay overnight in villa/local people house; exercise in open space; enjoying
3 Usage products
different atmosphere
Learning of rice organic plantation; learning Subak system; enjoying natural
4 Competitive advantages to competitor
panorama; participate on Jatiluwih cultural festivals
I want to revisit CBA Subak Jatiluwih; CBA Subak Jatiluwih has good
5 Users
tourism facilities including internet
Local culinary; local wisdom value; implementation of friendly
6 Class of products
environment technology; physical and mental health

Results and Discussion

Profile of CBA Subak Jatiluwih
CBA Subak Jatiluwih is located on the slopes of Mount Batukaru. As presented on Figure 2, Subak
Jatiluwih is one of 20 Subaks located around Mount Batukaru which are called Catur Angga Batukaru (CAB).
CAB refers to the communities lived around Mount Batukaru who manage and maintain Balinese culture
belongings such as Subak, temple, ritual ceremonies, and values and believes of local people. Subak in CAB
has been approved as a part of World Heritage Culture (WHC) in Bali Islands since 2012 (Widari, 2015; Miura
& Sarjana, 2016; Wiranatha & Suryawardani, 2018). The award of WHC site was awarded to Subak Jatiluwih
to appreciate farmers, who have successfully presented their efforts to conserve as well as preserve their
environment and culture for centuries. Subak Jatiluwih has excellent capital on managing their asset continually
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 229

because the Subak is located in high-land areas. Therefore, farmers are well-known in creating rice fields
squared in small areas. Because of it in the slopes, rice fields can be seen as a ladder in earth or it is usually
called as terasering. Jatiluwih rice field terrace has got its popularity as recreation place. Another advantage of
rice fields in higher land is that the water resources of the irrigation system are still pristine or unpolluted so
that farmers can cultivate the rice fields with organic farming management. Those are two kinds of competitive
advantages that influenced Subak Jatiluwih as the most popular agritourism destination in Bali.

Figure 2. Maps of Subaks on Catur Angga Batukaru. Source: Made Sarjana (2020).

Kenebayeva (2014) and Aktymbayeva, Nuruly, Aktymbayeva, and Aizholova (2017) find out that
agritourism attractions consist of many things such as agro-hospitality, agro-astronomy, direct sales, recreation,
agro-sport, entertainment, agro-therapy, and ethnography. Furthermore, it can be simplified into four classes of
agritourism attractions such as agri-experience, agritainment, agri-sales, and agri-therapy (Kenebayeva, 2014).
The concepts used as a tool to observe agritourism products in CBA Subak Jatiluwih.
Generally, tourists could consume all categories of agritourism products. They freely get agri-experience
such as interacting with farmers for learning traditional farming/organic farming activities, staying in farmer
house, and taking the culinary class. Some agritainment attractions which offered in CBA Subak Jatiluwih
consist of taking selfie in some instagramable spots and enjoying Jatiluwih Cultural Festivals, which organized
annually before the Pandemic Covid 19. In consuming agri-sales, tourists can have lunch in local restaurants or
warung, hiking in trekking path. In addition, some tourists came to CBA Subak Jatiluwih just for staying alone
or taking meditation or yoga classes. The activities are generally classified as agri-recreation. Spiritual tourism
like meditation or yoga class is recognized as quality tourism activities where tourists should pay for a higher
price and stay in longer time than regular tourists who visited CBA Subak Jatiluwih maximum in one or two
days. There are two institutions providing meditation and yoga classes such as Dasa Vayu Retreat; Batu Karu
230 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

Organic Estate and Farm. They serve tourists in groups of at least 10 or 15 people for a month in one period
within more than 2,000 USD charge for every single participant/tourist.
Agri-tourists’ Profile in CBA Subak Jatiluwih
It could be seen in Table 2, the tourists, who have visited CBA Subak Jatiluwih, had some significant
characteristics. They are in balance categories of gender that 52% are men while the 48% are women. The
visitors of Subak Jatiluwih coming for recreation activities are dominated by productive age especially between
20 to 40 years old, around 74%. The origin countries of those foreign visitors were coming from European
countries (29%) and followed by Asia (25%) and Australia (23%) respectively. In other variables that
influenced agritourists characters in CBA Subak Jatiluwih, it can be depicted that the visitors are enrolled in
certain job or profession for about 38%, they use social media channels on searching information about
Jatiluwih (5%), and also they came to Jatiluwih for taking rest (44%). Hopefully, the management of CBA
Subak Jatiluwih can consider the picture of agri-tourists’ profile as important information on defining the target
of collaborative marketing.

Table 2
Characteristics of Respondents
Characteristics Percentage (%)
Men 52
Sex
Women 48
11-20 14
21- 30 38
Age 31- 40 36
41-50 8
51-60 4
Bali Islands 52
Indonesian
Other parts of Indonesia 48
Asia 25
Australia 23
Origin of tourists
America 17
International
Latin America 5
Europe 29
Africa 1
Occupation Workers 38
Businessmen 28
Students 29
Retired people 5
Others 0
Transportation Motor bike 44
Car 45
Bus 11
Source of information Social media 50
Relatives and friends 42
Mass media 2
Tourist guides 2
Travel agents 3
Website 1
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 231

Table 2 to be continued
Motivation Rest and relaxation 44
Visiting relatives and friends 8
Culture 12
Fun 31
Sport and recreation 3
Health 1
Religious reason 1
Source: Primary Data (2020).

Positioning of CBA Subak Jatiluwih

Referring to the concept of positioning (Kotler et al., 1999), the positioning could be created by
considering six aspects of product. These are product attributes, benefits, usage, users, competitors, and product
classes. Respond of tourists to products attributes of CBA Subak Jatiluwih attained in average 4.15, which
means the tourists state that the tourism attraction is good. Two of five variables, such as cleanliness and
friendly local people, have been highly appreciated by tourists. In absolute values, the variables recorded at
4.42 and 4.43, or in relative values are said as “very good”. In addition, the rating of the other three variables is
only listed in “good position” (Table 3).
The results showed that many tourists came to CBA Subak Jatiluwih as they want to enjoy good quality of
environment. The tourists enjoy unpolluted areas. They do not want to smell awful or witnessing lots of trash.
Novie, a tourist woman from Europe, said that “Thank you for your hospitality and very nice job, very clean,
beautiful place. See your next step for organic certification”. The opinion pointed out that tourists enjoy
connecting their self into the nature in CBA Subak Jatiluwih.

Table 3
Attributes of Products CBA Subak Jatiluwih
Category
No. Parameter Average Conclusion
1 2 3 4 5
1 I agree CBA Subak Jatiluwih is very clean. 1 1 16 33 74 4.42 Very good
2 Local people are very friendly. 1 0 17 33 74 4.43 Very good
I think local people provide accurate information
3 2 4 25 54 42 4.09 Good
about CBA Subak Jatiluwih.
4 I can buy souvenirs easily in CBA Subak Jatiluwih. 3 6 27 28 62 4.14 Good
5 I agree tourism package is very diverse. 4 17 39 28 38 3.66 Good
Average 4.15 Good
Source: Primary Data (2020).

Tourists recorded a very positive perception in regards to the benefits of consuming agritourism products
in CBA Subak Jatiluwih. They feel that they got overjoyed experience in agritourism destination. In CBA
Subak Jatiluwih, tourists can participate in culture and environment conservation activities. They also obtain a
unique experience, recharging and doing something fun in good quality of tourism activities. Therefore, tourists
evaluate all variables of tourism benefits an average of 4.41 or the quality statements can be considered as
“very good”. Table 4 showed the benefits of agritourism products in CBA Subak Jatiluwih as well as their
excellence variable on creating positioning.
232 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

Table 4
Benefits of Agritourism Products in CBA Subak Jatiluwih
Category
No. Parameter Average Conclusion
1 2 3 4 5
By visiting CBA Subak Jatiluwih, I participate on
1 4 0 15 54 53 4.24 Very good
environmental and cultural conservation program.
2 In CBA Subak Jatiluwih I got unique experience. 4 2 20 40 60 4.22 Very good
In CBA Subak Jatiluwih, I could recharging my
3 0 0 11 31 83 4.58 Very good
soul.
In CBA Subak Jatiluwih, I can relieve stress or
4 3 1 7 27 88 4.59 Very good
feel free/fun
Average 4.41 Very good
Source: Primary Data (2020).

Furthermore, the variables of agritourism product usage in CBA Subak Jatiluwih have been evaluated
through three parameters such as staying in local houses and interacting with the owners, doing some fun
activities like hiking and biking, and getting different nuances of daily life. Tourists demonstrated that they
were happy with the atmosphere in CBA Subak Jatiluwih; thus, they got a new experience for a different
situation of daily life; therefore, they agree as it was “very good”. However, tourists are not so happy with
staying in local houses and doing various physical activities like hiking and biking as it was pointed out in
Table 5. As a result, tourists give in averages at 4.04 as respond or in relative conclusion they are only scale as
“good”.

Table 5
Usage of Agritourism Product in CBA Subak Jatiluwih
Category
No. Parameter Average Conclusion
1 2 3 4 5
In CBA Subak Jatiluwih, I can stay in local people
1 10 3 41 29 43 3.76 Good
houses/villas and build interaction with the owners.
In CBA Subak Jatiluwih I can choose some
2 5 6 22 34 59 4.11 Good
activities such as hiking, biking, or riding horse.
In CBA Subak Jatiluwih, I feel different
3 4 0 19 44 59 4.26 Very good
atmosphere.
Average 4.04 Good
Source: Primary Data (2020).

Comparing with others tourism destinations, CBA Subak Jatiluwih owns many comparative advantages.
Tourists mostly agree that CBA Subak Jatiluwih is overshadowing. Therefore, tourists present their absolute
value of competitiveness of CBA Subak Jatiluwih in an average of 4.10 or it is appreciated as “good” in relative
value. Table 6 figured out two parameters that could be very strong excellence such as Subak Jatiluwih
manages the widest terrace/rice field in Bali, and tourists can enjoy cultural activities in CBA Subak Jatiluwih.
The two parameters have to be approved on a very good category.
Regarding agritourists’ expectations, mostly they want to visit CBA Subak Jatiluwih again in the future
time. This perception was showed on opinion in a “very good” category or the absolute value in the average of
4.48. As a member of the community in 4.0 Industrial Era, tourist also expects good internet facilities in CBA
Subak Jatiluwih but this parameter only received evaluation score in the average of 3.78 or in relative
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 233

perception is “good”. As a result, Table 7 showed the variable of the user in positioning CBA Subak Jatiluwih
is in the average of 4.13 or “good”.

Table 6
Competitive Advantages of CBA Subak Jatiluwih Compared to Some Competitors
Category
No. Parameter Average Conclusion
1 2 3 4 5
In CBA Subak Jatiluwih, I can learn farming activities
1 0 11 49 29 36 3.72 Good
(planting, harvesting or storing) of red rice cultivation.
2 In Subak Jatiluwih, I understood 4 17 39 28 38 3.66 Good
CBA Subak Jatiluwih has the widest terasering/rice
3 field; it is the most pleasant place to connect with 0 2 6 24 93 4.66 Very good
nature.
In CBA Subak Jatiluwih, I can enjoy tradition,
4 traditional dance, gamelan and others on Jatiluwih 1 5 16 36 68 4.34 Very good
Cultural Festival.
Average 4.10 Good
Source: Primary Data (2020).

Table 7
The Users’ Expectation of CBA Subak Jatiluwih
Category
No. Parameter Average Conclusion
1 2 3 4 5
I am really proud and happy with everything in CBA
1 2 4 10 35 76 4.48 Very good
Subak Jatiluwih, so I want to come again.
In CBA Subak Jatiluwih, internet connection must
2 be available in good condition so I can share 10 13 22 30 50 3.78 Good
experience in social media directly.
Average 4.13 Good
Source: Primary Data (2020).

The class of products of CBA Subak Jatiluwih is measured on some parameters. It is related to local
culinary, local wisdom learning, organic farming experience, and spiritual activities. Tourists are excited to
enjoy local food and learn local wisdom. Then, they also have positive views on organic farming and spiritual
activities. In brief, they agree to score it on an average of 4.24, considered as “very good” category (Table 8).
Elisabeth, a tourist from Belgium, said that “Seeing organic farming. Drinking delicious tea. Let’s get this
certified organic and get sales going”. Agus Kurniawan, a domestic tourist who came from Denpasar City said
that he could eat delicious food in a local restaurant in Jatiluwih. These opinions encouraged that class of
agritourism products in CBA Subak Jatiluwih are worth keeping.
All parameters of positioning aspects have good contributions to encourage positioning of CBA Subak
Jatiluwih. On attributes of agritourism products, the friendly manner of Jatiluwih villagers recorded a score of
4.23. Moreover, 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 that, the two parameters
on benefits of agritourism products have strong power on CBA Subak Jatiluwih’s positioning. Moreover,
getting a diverse feeling in a new situation (usage aspects of agritourism products) and enjoying the widest rice
fields in CBA Subak Jatiluwih (competitive advantage versus competitors) are listed as the highest score on
each variable, 4.26 and 4.66 respectively. The last two powerful parameters are the expectation to revisit (user)
234 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT

with a score of 4.48 and learning Subak as local wisdom in Bali (class of product) with a score of 4.40.
Generally, it can be formulated that the most powerful variable on the positioning of CBA Subak Jatiluwih is
the benefit of agritourism products. 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”.

Table 8
Class of Agritourism Products in CBA Subak Jatiluwih
Category
No. Parameter Average Conclusion
1 2 3 4 5
In CBA Subak Jatiluwih, I can enjoy traditional
1 4 2 15 33 72 4.36 Very good
culinary.
In CBA Subak Jatiluwih, I can study local
wisdom that farmers apply THK philosophy 2 4 8 49 64 4.40 Very good
2 for their life harmonization.
In CBA Subak Jatiluwih, I can share knowledge
3 about organic farming or environment friendly 6 2 18 50 49 4.07 Good
technology for agriculture sector.
In CBA Subak Jatiluwih, I can do spiritual activity
4 such meditation and yoga for balance of the life 5 6 22 34 59 4.11 Good
between body and soul.
Average 4.24 Very good
Source: Primary data (2020).

Furthermore, the calculation of all variables found the general average of parameters score is 4.11. In
relative evaluation, tourists said the overall quality of agritourism products in CBA Subak Jatiluwih is
considered as “good”. In other words, it is a warning for tourism stakeholders to collaborate on developing and
implementing the marketing strategy of CBA Subak Jatiluwih.
The result of the SLF analysis towards the primary data that gathered from observation, in-depth interview
as well as FGD summarizes that Subak Jatluwih owns several capitals such as natural capital; social, human,
economy, and institutional capital; the nature capital can be seen from the beauty of rice field terrace panorama,
clean air, local paddy type called beras merah cendana (red cendana rice). The social capital could be inferred
from the balance relation among stakeholders, farmers, local tourism activists, government, academician, local
NGO, and the tourists. This harmonic relationship would assist the enhancing the quality of the farming area;
thus, it is appropriate for establishing the agrotourism. While, human capital exists from the capable human
resources coming both from Jatiluwih village and outside of the village and potential to work on the
collaborative marketing plan. These people own differient competency that would able to strengthen the
marketing. Some of them are coming as the Subak management staff who has wide networking within the
farmers in Bali or even in Indonesia. They are often to share both their skill and knowledge about paddy
management system in Bali. Some of the tourism activists are actively engaged in the Indonesian Hotel and
Restaurant Entrepreneur Association, the Indonesian Tour Guide Association, or even ASITA. In addition,
another human capital is also available based on their skill on IT and social media influencer. Therefore, those
varies competency could be able assisting the development of the collaborative marketing.
The economy capital would be exist in form of investment by the stakeholder; the community, government,
and entrepreneur; to build the material facility that supports the agrotourism such as the jogging track,
accommodation development (homestay and restaurants), the interesting selfie spot, camping ground and others.
 ESTABLISHING THE POSITIONING OF AGRITOURISM PRODUCT 235

Then, the attraction capital owned by the CBA Subak Jatiluwih seems very various starting from something to
see (natural panorama, ploughing with traditional tool and its buffalo with the farmers, the ceremony activities
both in the temple and rice field), something to do attraction (walking around the rice field, taking selfie,
mingling with the farmers while planting the paddy), something to buy (the tourist could spend their night
around the Subak Jatiluwih area, enjoying the breakfast or lunch at the rice field area), and something to learn
(the foreign visitors could learn about the Subak system, Tri Hita Karana Implementation, and the organic
farming management).
The institutional capital is indicated from the community that live in Jatiluiwh village has their supportive
institution in developing as well as marketing the agrotourism product. There are five traditional institution
involved in developing and empowering the agrotourism in Subak Jatiluwih such as Desa Adat (customary
village) Gunung Sari, Subak Jatiluwih, Subak Abian Jatiluwih, and Subak Abian Gunung Sari. Those five
institutions establish a new institution called Pengelola Daya Tarik Wisata or Tourist Attraction Management of
Jatiluwih. Thus, this institution is responsible for managing the development of agrotourism product as well as
its marketing.

Conclusion
There are two important conclusions can be drawn in this study. First, CBA Subak Jatiluwih was
developed by optimizing various types of capital owned by local communities including social, natural,
economic, human, institutional, and attraction capitals. All types of capital are managed proportionally in a
Subak system and combined based on the principle of Tri Hita Karana. As a result, tourists who visit CBA
Subak Jatiluwih get a unique experience about the local wisdom reflected in the agricultural culture of the
Balinese people. In addition, CBA Subak Jatiluwih has complete tourism attractions starting from the aspect of
something to see, something to do, something to see, and something to learn. Second, tourists perform their
contribution in improving the quality of CBA Subak Jatiluwih attractions through sharing opinions, experiences,
and expectations after visiting these tourist destinations. This contribution is as a form of collaborative
marketing activities as well as the cooperation between producers and consumers in developing and marketing
agrotourism products at CBA Subak Jatiluwih. From the perspective of tourists, it can be overhauled
positioning ABM Subak Jatiluwih as @let’s visit CBA Subak Jatiluwih to increase working motivation
(recharging) and relieve pressure from the burden of work or relaxing.

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