Business Model Design for Agrotourism in Pasir Eurih Village, Tamansari Sub-District, Bogor District

Abstract

Background: The success of agrotourism development is primarily determined by locations with the potential of the natural environment, geographical location, types of agricultural products or commodities produced, and facilities and infrastructure that support tourism.
Purpose: This research aims to formulate the design of the Pasir Eurih Village Agrotourism business model using the customer development method, which is focused on the customer discovery stage.
Design/methodology/approach: Agrotourism development is located in Kampung Dukuh Menteng RT. 02/08, Pasir Eurih Village. Business model canvas (BMC) elements are formulated using the customer discovery method based on problem and solution testing results in the field.
Findings/Result: Based on the solution test, the BMC elements produce customer segments of individual, family, and institutional tourists aged 5-50 years; value propositions of service convenience, complete facilities, and agricultural activity visit packages; direct and indirect channels; customer relationships of souvenirs, photo documentation, and friendly service; key partnerships of raw material suppliers, Traveloka, and restaurants; key activities of seeding to harvest, maintenance, production, marketing, and services; key resources of physical, intellectual, human, and financial resources; cost structures of fixed costs and variable costs; revenue streams of visit and rental package sales.
Conclusion: The verification results of the business model canvas show that the product offered is suitable for the market. In addition, based on projected income, Pasir Eurih Village Agrotourism is feasible to implement.
Originality/value (State of the art): This study is unique because it focuses on developing the tourism potential and strategic environmental conditions of Pasir Eurih Village for agrotourism.

Keywords: agriculture, business model canvas, customer discovery, customer validation, agrotourism