DESIGN OF A NATURAL TOURISM PERFORMANCE MANAGEMENT STRATEGY THROUGH THE INTEGRATION OF THE BUSINESS MODEL CANVAS INTO A SUSTAINABLE BALANCED SCORECARD (CASE: TANGKAHAN ECOTOURISM, GUNUNG LEUSER NATIONAL PARK, NORTH SUMATRA)

• Main Author: Khoirunnisa, Intan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71341
• Institution: Institut Teknologi Bandung

Indonesia as a megabiodiversity country and various unique local wisdom activities are the main attractions that can be enjoyed by world tourists. The global tourism trends to go back to nature drive the development of ecotourism as an alternative for sustainable development, increasing income, and ecological protection. Tangkahan is an ecotourism area that is in the utilization zone of Gunung Leuser National Park. Tangkahan offers a variety of tourist attractions that can captivate both domestic and foreign tourists. However, as time goes by, Tangkahan ecotourism also faced some challenges, that effect efficiency and effectiveness of organization. Therefore, it is necessary to design ecotourism performance strategy, that can be used to integrate business model canvas (BMC) into sustainable balanced scorecard (SBSC). This study aims to describe the performance of the Tangkahan Ecotourism business model using the business model canvas approach, analyze the performance of the Tangkahan Ecotourism business model using SWOT analysis, and design a Tangkahan Ecotourism performance management strategy by integrating the business model canvas into a sustainability balanced scorecard. Primary data obtained from the field is based on observations, interviews, and questionnaires as well as secondary data. Data analysis used to describe the business model is BSC and SWOT, while the strategy design used SBSC and PLS-SEM. The results of this study have confirmed that Tangkahan Ecotourism is an ecotourism established by the Lembaga Pariwisata Tangkahan (LPT) and managed by the Tangkahan community, which can be described by canvas business model with a value proposition in the form of tourist objects and a variety of tourism activities, elephant tourism, and research or education. The key resources were Sumatran elephants, human resources, the natural beauty of flora and fauna, accessibility, and amenities. Key activities include providing services, human resources training, facility management, environmental hygiene, elephant care and management, and holding English school activities. Key partnerships include Conservation Response Unit (CRU), Balai Besar Taman Nasional Gunung Leuser (BBTNGL), and Vesswic. Customer segment consists of domestic and foreign tourists. Channels through oral information, cooperation with travel agents or guides outside the LPT, and print or electronic media, especially social media. Customer relationship is by providing excellent administrative services by Koperasi Jasa Namo Ekowisata Tangkahan (KJNET), personal assistance by guides, and Persatuan Pengusaha Tangkahan Lestari (PPTL). Revenue streams come from trekking tour packages and elephant tours, accommodation donations, and fees. Cost structures include the construction of facilities and infrastructure, member welfare, environmental hygiene, operational costs, HR training, and benefit sharing with CRU. The evaluation results from the SWOT analysis of the Tangkahan ecotourism BMC that has been described previously, suggest a new BMC description for Tangkahan ecotourism, that needs to enhance, increase and subtract the existing aspects of the nine elements BMC owned by Tangkahan ecotourism. There are 16 strategies obtained from the SBSC management strategy design, namely increasing investment in technology and information systems, worker capabilities and knowledge, HR productivity, tourism product attributes, cooperation with partners, marketing effectiveness, service quality, tourist satisfaction, number of tourists, tourist loyalty, revenue growth, reducing operating expenses, providing economic benefits, providing social benefits for the community, minimizing environmental contamination, and protecting biodiversity as well as natural beauty.