Development of agrotourism business model as an effort to increase the potency of tourism village(case study: Punten Village, Batu City)

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.