NEW PRODUCT DEVELOPMENT STRATEGY FOR NEW TOURISM AREA THROUGH COLLABORATION APPROACH (CASE STUDY AMADA TOUR IN CITATAH KABUPATEN BANDUNG BARAT)

• Main Author: Sinarto, Yohanes
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/51439
• Institution: Institut Teknologi Bandung

he tourism industry continues to progress both in local and global markets. Every year travel and tourism businesses contribute to increasing the country's GDP. West Java is one of the provinces that has a high number of tourists both local and foreign. KBB (Kabupaten Bandung Barat) is one area in West Java that has natural wealth with sustainable tourism potential. AMADA Tour as a travel agent that handles domestic and foreign tours see this opportunity to be able to develop business. AMADA Tour collaborates with the local rock climbing community to create a new tour package with the concept of adrenaline-stimulating activities that can attract tourists to visit the Citatah area. Not only with local communities, but AMADA Tour also collaborates with other stakeholders such as local government and local people. The brainstorming process is carried out first to get the appropriate strategy. There are several concepts and literature to help process data validity. The method used in this study is qualitative, the process of in-depth interviews with stakeholders and focus group discussions with participants who are representing the target market. The results of the process were analyzed by value proposition, three fit solutions, and javelin board. Then a new Business Model Canvas is proposed into a business plan with planned activities. This collaboration is expected to produce a new service that can benefit all stakeholders involved and also make the AMADA Tour continue to grow.