Abstract
Tourism development is generally directed as a key sector to promote economic growth, increased local revenues, empowering the community's economy, expanding employment and business opportunities, and enhancing product introduction and marketing in order to improve the welfare of the community. The development of tourist areas must be a fully planned developments that optimal benefits can be obtained for the community. One approach that can be used in creating a business model in tourism development is using Triple Layered Business Model Canvas (TLBMC) extends the original business model canvas by adding two layers: an environment layer based on a life cycle perspective and a social layer based on a stakeholder perspective. This model canvas supports development along with more comprehensive and integrated communication, a business model that also supports creative innovation toward a more sustainable business model. Tourism sector in Punten village become object of observation in this research. This study aims to create new business model by looking at economic, environmental and social condition by using Triple Layered Business Model Canvas (TLBMC) approach. This business model is also supported by SWOT analysis in evaluating strengths, weaknesses, opportunities and threats in a project or a speculation of business and tools that enable strategies to evaluate objective strategies objectively, based on previously identified internal and external key success factors. The research objectives are expected in the business development of the tourism sector in addition to the creation of new business models that will form a clear business system and provide expected results, can also formulate business strategies on the tourism sector based on the analysis that has been done.
Highlights
Background of StudyThe trend in the 21st century, shows that growth in the service industry will greatly increase
It is clear that tourism in Indonesia has very good potential to be developed
The development of model for quality improvement in this research will use principle in SWOT Analysis by using Analitycal Hierarchy Process (AHP) tools in weighting alternative solution which will be inputted into Triple Layered Business Model Canvas (TLBMC) business model
Summary
The trend in the 21st century, shows that growth in the service industry will greatly increase. The problems of developing agrotourism sector in Punten Village are: 1) Lack of understanding and citizen participation on agrotourism potential; 2) The potential of tourist attractions has not been properly managed; 3) The role of agrotourism in local economic development has not been maximized; 4) Ineffectiveness of local community-based tourism institutions; 5) Lack of capacity and accessibility of infrastructure in supporting agrotourism. From the above problems demanded agrotourism sector in Punten Village as one of the tourism villages initiated by the city government up to the village administration to be able to read the existing opportunities and able to read market conditions and can provide new innovations in business development so that the agrotourism sector can be still known as a tourist attraction that provides tourism morale for consumers as well as other stakeholders. The agrotourism sector in Punten Village must develop a new, systematic and sustainable business innovation
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