Eksplorasi Model Bisnis E-Commerce dan Penerapannya pada Industri Pariwisata

Successful e-commerce companies have business models that leverage the uniqueness of the web, providing real value to customers. Understanding and awareness of the importance of e-commerce business with its various models among business actors is still low. Implementation, especially in the tourism industry, is also not optimal, so it cannot improve company performance. The purpose of the study was to comprehensively explore e-commerce business models and their application to the tourism industry, which has never been done before. The method used is library research, using critical analysis techniques. This study found 36 e-commerce business models: B2B, B2C, C2C, C2B, B2B2C, B2G, G2B, C2G, G2C, G2E, G2G, B2A, C2A, O2O, B2P, C2P, G2P, P2C, P2G, P2B, P2P, Mobile Commerce (M-Commerce), Social Commerce, Influencer Commerce, Video Commerce, Direct-to-Consumer (D2C), Dropshipping Model, Wholesaling & Warehousing Model, Private Label & White Label, Subscription E-Commerce, Marketplace E-Commerce Model, Niche E-Commerce, Digital Products & Downloads, Brick-and-Click, Business Process Reengineering (BPR), and Canvas in E-Commerce. The use of e-commerce in the tourism industry is known as electronic tourism (e-tourism) and tourism e-commerce. In its implementation, there are 22 e-commerce business models, including: B2B, B2C, C2C, C2B, B2G, B2B2C, G2G, G2B, G2C, G2E, M-Commerce, B2E, G2B2C, G2N, G2V, and there is a new model based on tourism supermarket & adaptable workflow mechanism-M-TSAW. Each of these models has its own characteristics, and there are several impacts of e-commerce on the tourism industry.