BUSINESS MODELS AND STRATEGIES FOR MANAGING INDIGENOUS-BASED NATURAL TOURISM IN AND AROUND LAKE SENTARUM NATIONAL PARK (CASE: KPP KABAN MAYAS, ECOTOURISM MELIAU HAMLET, MELEMBA VILLAGE, KAPUAS HULU, WEST KALIMANTAN)

• Main Author: Astari, Wiwit
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71340
• Institution: Institut Teknologi Bandung

Lake Sentarum National Park is one of the national parks located in Kapuas Hulu Regency, West Kalimantan. Lake Sentarum National Park has unique characteristics. Meliau Hamlet located in Melemba Village is one of the hamlets located in and around Lake Sentarum National Park because part of its area is included in the Traditional Utilization Zone. The people living in Meliau Hamlet are indigenous Dayak Iban people. Apart from its local wisdom, the ecosystem of lakes, rivers, and swamps as well as hills in Meliau Hamlet is an attraction for local and foreign people to travel. In 2015 a Tourism Management Group was formed by the Village Government to manage the ecotourism of Meliau Hamlet which was named KPP Kaban Mayas and in 2017 a Melemba Village Regulation was issued concerning the Development of Ecotourism centered on Meliau Hamlet. The number of tourists visiting is constantly increasing. However, the development of Human Resources, facilities and infrastructure, as well as business management of Meliau Hamlet ecotourism is not optimal. This study aims to identify the potential and feasibility of ecotourism development, financial feasibility, and capital of indigenous peoples, describe the performance of the ecotourism business model, and analyze the ecotourism management strategy of Meliau Hamlet. Data collection is carried out by means of interviews, field observations, and questionnaires. The data analysis used includes feasibility analysis of ecotourism development, institutional and stakeholder analysis, analysis of community assets or capital, financial feasibility analysis, Business Model Canvas, and strategy analysis using the QSPM SWOT and Blue Ocean Strategy methods. The results of the analysis of the potential and feasibility of ecotourism development have a percentage of 70% which means that Meliau Hamlet Ecotourism is worthy of development, the financial feasibility analysis shows that it is feasible, and the highest indigenous capital is natural resource capital. Business Model Canvas shows in the aspect of Value Proportion offered by Ecotourism Meliau Hamlet is the beauty of nature, rivers, and hills, customs, tourist attractions and research. Key Resources owned are natural resources, human resources, as well as facilities and infrastructure, so the key activities carried out are services, maintenance, and maintenance of tourist facilities, training for members and the community, as well as regular meetings with village governments and customary institutions. Key Partnership in the management of Ecotourism in Meliau Hamlet involves the Community, Village Government, Customary Institutions, Lake Sentarum National Park, NGOs, and KPP Bunga Anggrek. Customer Segment is local and foreign tourists, with channels or information distribution carried out by KPP Kaban Mayas still relying on word to mouth, exhibitions, and promotions through travel agents and fishing gear brands and to maintain relationships with visitors or Customer Relationships, KPP Kaban Mayas creates a fishing community and provides a forum for tourists to provide testimonials. Cost Structure or costs are incurred for operational costs, community wages, training, and profit sharing. Assets or Revenue streams or ecotourism income of Meliau Hamlet comes from tour packages. There are six main strategies that need to be carried out for the development of human resources, facilities and infrastructure, as well as managerial ecotourism in Meliau Hamlet, including conducting capacity building training for KPP Kaban Mayas members and the community, applying for funds for facilities and infrastructure, accessibility and radio communication, requesting assistance for the management of PB-PJWA or business licenses, packaging packages and different ticket prices for local and foreign tourists, The submission of listic improvements is also a signal, and holds regular customary meetings for the entire community regarding the sustainability of ecotourism and environmental cleanliness. Thus, in the future BMC results of Meliau Hamlet Ecotourism, the priority strategies that must be carried out are in the Block Value Proportion, Key Resources, Key Activities, and Key Partnership.