Business model untuk menciptakan strategi business longevity bagi kampung wisata

Authors

  • Nila Firdausi Nuzula Universitas Brawijaya, Malang, Indonesia
  • Esti Junining Universitas Brawijaya, Malang, Indonesia
  • Isti Purwaningtyas Universitas Brawijaya, Malang, Indonesia
  • Didik Hartono Universitas Brawijaya, Malang, Indonesia

DOI:

https://doi.org/10.20414/transformasi.v17i1.3102

Keywords:

kampung wisata, model bisnis canvas, penelitian tindakan partisipatif

Abstract

[Bahasa]Pada tahun 2007, masyarakat Dusun Kungkuk, Desa Punten, Kota Batu mengembangkan kampung wisata secara mandiri. Tokoh masyarakat dan penggerak usaha wisata berhasil mengajak masyarakat lokal untuk mengembangkan berbagai paket wisata yang fokus menawarkan pengalaman hidup di kampung kepada wisatawan. Namun, terjadinya pandemi menjadikan usaha wisata terhenti. Inisiatif untuk membangkitkan kembali partisipasi aktif masyarakat dusun hanya bertumpu kepada tokoh masyarakat dan inisiator kampung wisata. Para pemuda belum memiliki kemauan dan insiatif dalam melakukan promosi untuk membangkitkan dan meningkatkan skala usaha wisata. Pemahaman dan pengetahuan para pemuda kampung tentang prinsip dasar usaha wisata belum memadai dan merata. Untuk membantu mengurangi kekhawatiran tokoh masyarakat dan penggerak usaha wisata tentang keberlangsungan usaha (business longevity) Kampung Wisata Kungkuk, pengabdian masyarakat ini dilakukan untuk mengenalkan prinsip dasar usaha wisata berbasis konsep business model canvas (BMC) kepada para pemuda desa pelaku usaha wisata. Dengan menerapkan metode Participatory Action Research (PAR), para pemuda diajak untuk berdiskusi aktif menentukan sembilan unsur business canvas. Hasil diskusi tersebut menjadi dasar identifikasi kekuatan (strength), kelemahan (weakness), kesempatan (opportunity) dan ancaman (threat) dan selanjutnya menjadi data untuk pengembangan strategi bisnis. Tim pengabdian membantu menerjemahkan berbagai usulan pemuda desa menjadi empat strategi pengembangan bisnis, yaitu competitive, invasive, diversification, dan defensive strategies. Salah satu rekomendasi kepada para pemuda kampung wisata adalah memperkuat komitmen dan mengembangkan kesepakatan bersama tentang langkah apa yang perlu diambil untuk menjaga dinamika dan kelangsungan usaha Kampung Wisata Kungkuk.

Kata Kunci: kampung wisata, model bisnis canvas, penelitian tindakan partisipatif

[English]In 2007, the local community in Kungkuk, Punten, Batu City developed a tourism village through participative actions. The business was running well before the Covid-19 pandemic. Community leaders and tourism initiators have succeeded in getting local people to create various tour packages that focus on offering tourists the experience of living in a village. However, the pandemic brought the tourism to a halt. The leaders and tourism entrepreneurs are worried about the business longevity of kampung wisata. Even before the pandemic, the tourism development tends to be stagnant, and its continuity seems to rely only on the leaders. As the actors of the business activities, the youths do not have adequate knowledge and understanding of the basic principles of tourism business. In this case, a community program was held to introduce the business model canvas (BMC) concept to the youths to overcome the problems and take advantage of the pandemic period. By applying participatory action research (PAR), the youths were invited to have an active discussion determining the nine elements of the business canvas. The discussion resulted in the basis for identifying strengths, weaknesses, opportunities, and business threats. It then becomes factual information for developing alternatives of business strategies. We help the youths translate the data into four business strategies: competitive, invasive, diversification, and defensive. The program recommends some critical points to the youths; strengthen their commitment and make a consensus on what actions are required to maintain the dynamics and continuity of Kampung Wisata Kungkuk.

Keywords: village tourism, business model canvas, participatory action research

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Author Biographies

Nila Firdausi Nuzula, Universitas Brawijaya, Malang, Indonesia

Department of Business Administration

Esti Junining, Universitas Brawijaya, Malang, Indonesia

Department of Language Education

Isti Purwaningtyas, Universitas Brawijaya, Malang, Indonesia

Department of Languages and Literature

Didik Hartono, Universitas Brawijaya, Malang, Indonesia

Department of Language Education

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Published

2021-06-30

How to Cite

Nuzula, N. F., Junining, E., Purwaningtyas, I., & Hartono, D. (2021). Business model untuk menciptakan strategi business longevity bagi kampung wisata. Transformasi: Jurnal Pengabdian Masyarakat, 17(1), 49–64. https://doi.org/10.20414/transformasi.v17i1.3102