Analisis Model Bisnis Go Picnic Bintan Tour & Travel Menggunakan Business Model Canvas untuk Merumuskan Strategi Adaptif
DOI:
https://doi.org/10.38035/jimt.v7i5.8363Keywords:
Business Model Canvas, Biro Perjalanan Wisata, Model Bisnis, Pariwisata Bintan, B2BAbstract
Penelitian ini bertujuan untuk menganalisis model bisnis eksisting Go Picnic Bintan Tour & Travel menggunakan pendekatan Business Model Canvas (BMC), mengidentifikasi faktor-faktor yang memengaruhi kinerja model bisnis, serta merancang model bisnis usulan yang lebih adaptif. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus tunggal, dengan teknik pengumpulan data melalui wawancara mendalam semi-terstruktur, observasi partisipatif, dan dokumentasi dari tiga informan kunci yang dipilih secara purposive berdasarkan keterlibatan langsung dalam operasional perusahaan. Hasil penelitian menunjukkan dominasi segmen B2B dengan kontribusi sekitar 70% terhadap pendapatan. Proposisi nilai berpusat pada fleksibilitas layanan, kecepatan respons, dan pemahaman mendalam terhadap destinasi lokal Bintan. Faktor utama yang memengaruhi kinerja model bisnis meliputi digitalisasi, dominasi B2B, kekuatan relasi jaringan industri, keterbatasan SDM, serta dinamika industri pariwisata Bintan. Model bisnis usulan merekomendasikan integrasi pemasaran digital yang lebih terstruktur, penegasan diferensiasi layanan, serta penguatan relasi kemitraan jangka panjang tanpa mengubah fondasi operasional yang telah berjalan.
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