The Market Position of Community-Based "salak" Agrotourism in Yogyakarta Province

Agrotourism is a product in which its development needs to be accelerated because mostly located in rural areas, therefore, positive impacts are expected to emerge for the growth and development of rural economy. This research was aimed to know the market position and to formulate the community-based Salak Agrotourism development strategy in Yogyakarta Province. A descriptive qualitative method was used as the research method by implementing Boston Consulting Group (BCG) as the analysis instrument. It measured the rate of market growth and relative market share of the community-based 'Salak' Agrotourism toward non-community-based 'Salak' agrotourism in Yogyakarta Province. According to the results of BCG analysis, the market position of community-based 'Salak' Agrotourism in 2014 was in Question Mark position and in 2015 was in the Star position. Furthermore, in 2016 and 2017, the market position of community-based 'Salak' Agrotourism was in Cash Cow position. The Agrotourism development strategy that can be conducted is the concentric diversification strategy by developing and focusing on the Unique Selling Proposition (USP) in each agrotourism. © Published under licence by IOP Publishing Ltd.