BUSINESS MODEL CANVAS SEBAGAI INSTRUMEN PENGEMBANGAN AGROWISATA BERBASIS MASYARAKAT: STUDI KASUS AGROWISATA PAKUWON KABUPATEN KUNINGAN

Abstrak

Abstrak

Agrowisata Pakuwon merupakan destinasi wisata berbasis masyarakat di Desa Wisata Pajambon, Kabupaten Kuningan yang masih dalam tahap rintisan dan pengembangan awal. Agrowisata ini mengusung konsep agroeduwisata dengan memadukan edukasi pertanian, wahana rekreasi, dan pemanfaatan potensi lokal. Penelitian ini bertujuan untuk menganalisis model bisnis Agrowisata Pakuwon dengan penerapan Business Model Canvas. Penelitian dilakukan dengan pendekatan kualitatif melalui metode studi kasus. Informan dipilih secara purposive berdasarkan keterlibatan langsung dalam pengelolaan Agrowisata Pakuwon, sedangkan pengumpulan data dilakukan melalui wawancara mendalam, observasi lapangan, dan studi dokumentasi. Hasil analisis menunjukkan bahwa model bisnis Agrowisata Pakuwon dikembangkan melalui kolaborasi antara BUMDes, pemerintah desa, masyarakat lokal, dan petani dengan memanfaatkan potensi agroeduwisata. Sumber pendapatan berasal dari tiket masuk, kantin, wahana penunjang, dan UMKM, dengan struktur biaya mencakup gaji karyawan, pemeliharaan fasilitas, biaya operasional dan dana sosial. Temuan ini diharapkan dapat memberikan rekomendasi yang sesuai dengan kebutuhan dan kapasitas lokal pada tahap awal pengembangan Agrowisata Pakuwon yang masih berstatus rintisan. 

Kata kunci:  Bisnis Model Canvas, Agrowisata Berbasis Masyarakat, Desa Wisata.

Abstract

Pakuwon Agrotourism is a community-based tourism destination located in Pajambon Tourism Village, Kuningan Regency, which is currently in the pioneering and early development stage. This agrotourism destination adopts an agro-edutourism concept by integrating agricultural education, recreational attractions, and the utilization of local potential. This study aims to analyze the business model of Pakuwon Agrotourism through the application of the Business Model Canvas. The research employed a qualitative approach using a case study method. Informants were selected purposively based on their direct involvement in the management of Pakuwon Agrotourism, while data were collected through in-depth interviews, field observations, and documentation studies. The results indicate that the business model of Pakuwon Agrotourism has been developed through collaboration among Village-Owned Enterprises (BUMDes), the village government, local communities, and farmers by leveraging the potential of agro-edutourism. Revenue sources are derived from entrance tickets, the canteen, supporting attractions, and micro, small, and medium enterprises (MSMEs), while the cost structure includes employee salaries, facility maintenance, operational expenses, and social funds. These findings are expected to provide recommendations that are aligned with local needs and capacities during the initial development stage of Pakuwon Agrotourism, which is still categorized as a pioneering tourism destination.

Keywords:  Business Model Canvas,Community-Based Tourism, Touris Village.