BUSINESS MODEL CANVAS (BMC) APPROACH FOR TOURISM MANAGEMENT STRATEGY OF THE TOP SELFIE KRAGILAN, MT. MERBABU NATIONAL PARK

Abstract

The tourist spot of the Top Selfie Kragilan, Mt. Merbabu National Park, a conservation area in Indonesia has not been managed with a business strategy despite the community initiatives increase to utilize the surrounding tourist spots for their livelihood. The study aimed at formulating the tourism business management strategy using Business Model Canvas (BMC) and Strength-Weakness-Opportunity-Threat (SWOT) approaches. BMC modeling used nine aspects, namely customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure; then analyzed using SWOT approaches. A total of 377 respondents were interviewed to collect the data. The results showed that every aspect of the old business model has been added or innovated according to the analysis of internal and external factors. Also, there has been a "meeting point" between market expectations, the value offered, and the promotional channels used. The combined strategy of Aggressive (S-O) and Diversification (S-T) should be applied to mitigate damage impact, conserve the natural resources, and arranging visits and selfie vehicles/ photo spot to boost revenue streams.

Keywords

• business model canvas
• ecotourism
• community based tourism
• selfies
• national parks