POTENTIAL OF GARUT ORANGE AS A COMPARATIVE PRODUCT

Abstract

Reviving a product that has long lost its heyday is an extremely difficult challenge. Just like the Garut Regency government is trying to restore the glory of the Garut oranges that have been lost for more than a century. This study aims to evaluate the implementation of the Garut orange development strategy and provide recommendations on measures to be taken to restore the glory of this species in the context of increased production. The ATBA method is used as a tool to evaluate the implementation of orange picking agritourism, as a means to develop the Garut orange variety. In addition, literature review was used as comparative material and recommendations for the development of this study. Research results show that orange picking agricultural tourism is not effective enough to develop Garut oranges, because in reality this type of agricultural tourism cannot meet the four aspects of agricultural tourism: agriculture, travel, beauty and facilities. Before developing agri-tourism, Garut oranges must be introduced to the public, this is aimed at understanding consumer preferences for Garut oranges. This product presentation can be through physical or digital media, where these media have the potential to generate consumer interest if used in the right place and by the right people. In addition, derivative products can also be used as a unique product symbol for a city, moreover, it is made from original products of that city.