ANALISIS STRATEGI PENGEMBANGAN BISNIS PADA OBJEK WISATA DENGAN PENDAKATAN BUSINESS MODEL CANVAS (STUDI KASUS: KASANG KULIM ZOO KEC SIAK HULU KAB. KAMPAR)

Abstract

He loss of philosophical essence in the management of Kasang Kulim Zoo tourism and is often considered only as a place of recreation and amusement park, resulting in managers prioritizing commercial aspects without considering and clarifying the values ​​of animal conservation education. This paper aims to restore the essence and improve the quality of Kasang Kulim Zoo tourism management and maintain culture and biodiversity. The method used includes four main steps including: Identification of the Current Business Model Canvas (BMC), SWOT Analysis, Implementation of the BOS Strategy Canvas, and the Four-Step Framework (Eliminate-Raise-Reduce-Create). The results show that an effective system to restore and strengthen the essence of Kasang Kulim Zoo tourism requires a redefinition of the visitor segmentation element in tourism, by making tourists, animal lovers and researchers the main focus. The right visitor segmentation is able to build an appropriate and measurable value proposition, so that it can influence other elements to operate more effectively and efficiently in increasing awareness of animal conservation education without reducing or disrupting the values ​​of Kasang Kulim Zoo tourism as a conservation institution.