BUSINESS MODEL DEVELOPMENT OF FOREST-BASED ECOTOURISM IN PERUM PERHUTANI (A CASE STUDY IN PULO MERAH BANYUWANGI, EAST JAVA)

• Main Author: SIANTURI (NIM 29316092), VERONIKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31466
• Institution: Institut Teknologi Bandung

Although Perum Perhutani have approximately 700 ecotourism objects, the contribution of the business to the company’s revenue is still low. Pulo Merah is one of Perhutani’s top ecotourism object located within the forest area of KPH (Forest Management Unit) Banyuwangi Selatan. The number of visitor is recorded at average 200 people per day, and could reach 1000 visitors during weekend. Considering the number of visitors and it’s location which is near the The Triangle Diamond, Pulo Merah is potential to be developed further. <br /> <br /> <br /> Pulo Merah is chosen as a case study to develop an appropriate business model through a comprehensive analysis of the internal and external business environment from the perspective of attractiveness, management effectiveness, and application of ecotourism principles. PESTEL framework is used in analyzing external business environment, while VRIO framework is used in analyzing the company’s resources, capabilities and competencies in ecotourism business. Furthermore, the IPA (importance-performance analysis) was conducted to assess performance of Pulo Merah and its development priority. <br /> <br /> <br /> The research shows external business environment provides opportunities for Perhutani’s ecotourism business. However, the resources, capabilities and competencies of the company have not been maximally managed to be a competitive advantage in this industry. The main priority for performance improvement are road access and ease of access to Pulo Merah, improvement of electricity and telecommunication network, improvement of beach area cleanliness, improvement of public toilets and washing facilities quality, addition in number of trash bins, addition of danger signs, and sign boards not to exploit plants and animals in the beach areas. The result is then poured into the business model canvas of Pulo Merah. <br /> <br /> <br /> The implementation plan is divided into three stages i.e. short, medium and long term. In short-term, the company should take measures in the first quadrant of IPA’s cartesian diagram. The medium-term development of Pulo Merah will focus on adding some attraction such as cultural performance, while the long-term implementation plan focusing in fulfilling ecotourism principles to lower the environmental impacts of the business.