Agritourism business model development in Kubu Raya, West Kalimantan, Indonesia

Abstract A new field in Indonesia called agritourism aimed to develop a variety of activities for tourists while contributing to sustainable rural development through their linkages with agriculture. This study was intended to discover the sustainability of business model for agritourism micro, small and medium enterprises (MSMEs) in Kubu Raya, West Kalimantan, using SWOT analysis and Triple Layered Business Model Canvas (TLBMC). In this analysis, the current research helped in recognizing strengths, weaknesses, opportunities and threats of the agritourism sector linking economic, environmental and social factors within the business model. The researcher discovered through the investigation that this was also supported by surveys, interviews and focus group discussions. This study found that agritourism could yield substantial economic gains, conservation victories and greater community self-reliance. The use of the TLBMC proved to be effective in linking agritourism MSMEs with sustainable aims and safeguarding their long-run sustenance. The results underscore the necessity to cooperate with local communities and other stakeholders, sustainable resource management, as well as comprehensive planning.