Strategi Bisnis Agrowisata Berbasis Hutan dengan Business Model Canvas di Kampung Mandiri Jaya

Abstract

This study aims to analyze the business strategy of forest-based agrotourism developed in Kampung Mandiri Jaya, Timika, using the Business Model Canvas (BMC) approach and to identify its contribution to environmental conservation and community empowerment. The study employed a descriptive qualitative approach. Data were collected through in-depth online interviews with the village initiator, indirect observation through documentation, and a literature review of relevant sources. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings reveal that the agrotourism development in Kampung Mandiri Jaya adopts an “urban forest” concept that integrates economic activities with environmental conservation efforts. Community members actively participate in tree planting and maintenance activities, fostering collective awareness of environmental sustainability. Based on the Business Model Canvas analysis, the main value proposition offered is a nature-based tourism experience that is authentic, educational, and sustainable. Key resources supporting the business include land availability, biodiversity, and strong community participation. SWOT analysis indicates that the village’s primary strengths lie in its environmental potential and community involvement, while limitations include restricted promotion, funding constraints, and limited partnerships. Opportunities for future development include business diversification through fishing ponds, small-scale fisheries, local-product-based restaurants, and the utilization of digital platforms for promotion. The study concludes that agrotourism development in Kampung Mandiri Jaya is not solely focused on economic growth but also seeks to maintain a balance between social, economic, and environmental sustainability.