Design of Integrated Agro-Tourism Business Ecosystem (Case Study in Batu)

Abstract

The tourism industry and the agricultural industry are the main economic pillars of Batu City. The concept of Agro-tourism was promoted to collaborate these two potential industries. Thus, this study proposes a business ecosystem design for integrated agro-tourism. However, agro-tourism will also contribute to the amount of waste that affects environmental conditions in Batu City. The circular economy concept can solve the waste generated by integrating agro-tourism in Batu. To design a business ecosystem, researchers first analyze the potential for the application of integrated agro-tourism. Then the researcher conducted a Stakeholder Mapping analysis to determine which stakeholders were involved in the integrated agro-tourism business ecosystem. Analysis of external conditions is also carried out using the PESTLE framework, which consists of Political, Economic, Social, Technological, Legal, and Environmental. After that, the business ecosystem design was carried out, which resulted in the core business, extended enterprise, and business ecosystem.