“Niche” Tourism Business Model

Tugas Kuliah S2 MM - Business Model Generation

Business Model Canvas-nya

Step-by-step perancangan model bisnisnya: Contoh “Niche” Tourism Case

Customer Segments (1): An organization serves one or several customer segments

Individual:

• Adventure tourism;
• “Eco-adventure” tourism;
• Volunteer tourism;
• Heritage tourism; or
• Cultural tourism.

Institution:

• Companies (team building); or
• Media Co.

CEO Eric Schmidt says, “We love the long tail, but we make most of our money in the head, just because of the math of the powerlaw. But you need both. You need the head and the tail to make the model work.”

sehingga ditambah satu segmentasi lagi, yaitu:

Mass tourism experiences


Value Preposition (2): An organization seeks to solve customer problems and satisfy customers needs with value prepositions

• Seeking adventure;
• Authentic cultural experiences;
• Ecologically responsible travel;
• Genealogical information;
• Gastronomic thrills;
• Exotic photos;
• Wildlife viewing;
• Volunteer experience; or even
• A view of the Earth from space.

Untuk segmentasi Mass Tourism:
Popular destinations such as,

• Skiing in the mountains;
• Sunbathing on a beach;
• Visiting a theme park (e.g. Disneyland, Universal Studio); or
• Taking a cruise.

Distribution Channels (3): Value prepositions are delivered to customers through communication, distribution and sales channels

• Radio
• TV
• Internet (Website)
• Social Media
• Sales Agent (Sales Force)
• --Ads Agent

Customer Relationships (4): Customer relationships are established and maintained with each customer segment

• Establishing programs that certify sellers and guarantee their quality;
• Emphasizing referral-based search results, helping them gather all the information they need to make the best;
• Offering trip insurance;
• Creating customer loyalty programs;
• Partnering with established companies;
• Social networking; and
• Introduce their online marketplaces in offline environments (send CDs through the post).

Revenue Streams (5): Revenue streams result from value propositions successfully offered to customers

• Online Booking;
• Sponsorship (Rafting, Camping, or Team Building);
• Merchandise; and
• Special Documentation.

Key Resources (6): Key resources are the assets required to offer and deliver the previously described elements

• Aggregating long tail sellers (locations / areas);
• Traditional mass tourism channels;
• Social networking and Website;
• “Big Data” or the collection (inventories); and
• Supplier Agencies (hotel properties, car rentals, tour operators and cruise lines).

Key Activities (7): ..by performing a number of Key Activities

• Creating tools that allow sellers to list services themselves;
• Recruiting sellers through focused research and direct outreach; 
• Attracting travelers to the website’s content, which in turn draws sellers to publicize their unusual, hard-to-find, long tail inventory;
• Marketing campaigns to build awareness and draw travelers to their sites; and
• Development agencies and local teams to connect directly with local sellers of long tail travel services.

Key Partnerships (8): Some activities are outsourced and some resources are acquired outside the enterprise

• Global distribution systems (GDS);
• Traditional mass tourism channels;
• Supplier Agencies (hotel properties, car rentals, tour operators and cruise lines).Social Media;
• Website’s content developers; and
• Internet Provider.

Cost Structure (9): The business model elements result in the cost structure

• Long tail sellers payment;
• Channels cost;
• Data/inventories maintenance cost;
• Supplier agencies fee;
• Research & Development (seller, location, inventories, offering);
• Technology (internet) cost; and
• Employee salaries/wage.

Demikian langkah-langkah perancangan proposal suatu model bisnis long tail ("niche" tourism). Apabila ada tanggapan dan masukan, silahkan..