Overview

Original Research

DEVELOPMENT STRATEGIES OF BANGSRING UNDERWATER ECOTOURISM INDONESIA

MOCHAMMAD FATTAH 1, CANDRA ADI INTYAS 2, AGUS TJAHJONO 3, DIAH YUSTINANINGRUM 4, and HAFIDA RUMINAR 5.

Vol 18, No 10 ( 2023 )   |  DOI: 10.5281/zenodo.10068526   |   Author Affiliation: Faculty of Fisheries and Marine Sciences, Universitas Brawijaya, Indonesia 1,2,3; Secretariat of Directorate General of Marine Spatial Management, Ministry of Marine Affairs Dan Fisheries 4; Agroecotechnology Study Program, Faculty of Agriculture, Universitas Brawijaya, Indonesia 5.   |   Licensing: CC 4.0   |   Pg no: 1089-1109   |   Published on: 20-10-2023

Abstract

Ecotourism is a crucial sector for supporting government tourism development. However, ecotourism development in East Java faces several challenges that require appropriate strategies. This study aimed to describe the business model, analyze the development strategies for Bangsring Underwater Ecotourism, and analyze strategic priorities for Bangsring Underwater Ecotourism. Data analysis for research at Bangsring Underwater Ecotourism employed the Business Model Canvas, SWOT analysis, and QSPM analysis. The Business Model Canvas focused on nine aspects: customer segment, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structures. The key partners included the government, private companies, universities, entrepreneurs, water police, and community leaders. The value proposition centered on natural beauty, stunning underwater panoramas, Fish Apartments, a shark clinic, fascinating attractions, affordable ticket prices, comprehensive and comfortable public facilities, and a strategic location. The customer relationship in ecotourism cultivated partnerships and facilitated easy community licensing. The cost structure regulated the fixed costs came to Rp 187,497,420, while variable costs amounted to Rp 505,219,987. Revenue streams included Rp 8,768,918,500 from attraction ticket sales, Rp 448,350,000 from homestay rentals, and Rp 352,100,000 from ecotourism entrance ticket sales. Customer segmentation applied in Bangsring Underwater Ecotourism was based on the geographic segments of local and foreign tourists. The key resources of this ecotourism included natural resources, ecotourism support facilities, and human resources. The channels used were social media platforms like Instagram and Facebook, cultural festivals, and partnerships. The development strategy derived from the SWOT analysis was an aggressive one. Strategic priorities obtained from the QSPM analysis were to use technology to enhance the safety and cleanliness of the ecotourism environment, improve visitor experience, and promote via maximizing existing social media.

Keywords

BMC, SWOT, QSPM, Bangsring Underwater.