The Role of Dynamic Capabilities in Agrotourism as A Sustainable Business Model Innovation

To meet the challenges of adapting to changing conditions, companies need to think about creating, expanding, and/or modifying existing resources and competencies. By using a resource-based view approach and a dynamic capabilities approach that is interpreted as a company's dynamic ability to sense, capture opportunities, and reconfigure capacity. A business model is used by a company when starting its business. In the concept of management, a business model can be used as a tool or concept that helps explain how the management of a company is carried out through the nine categories included in the business model canvas, namely key partners, key activities, key resources, value proporsition, customer relationships, channels, customer segments, costs and revenue streams. Currently, many agritourisms are no longer operating due to not being able to survive in the midst of many other modern tourist attractions. This research was conducted at popular agrotourisms in the Sleman area, Yogyakarta Special Region which have different characteristics, namely at Ledok Sambi Ecopark & Outbound, Bhumi Merapi Agrotourism, Caping Merapi Agroeducation, and Indigen Farm. The method was carried out qualitatively and the results of interviews with manager-level employees, low-level employees, and visitors to agrotourism. From this research, 2 types of changes were obtained, namely incremental and radical. It is influenced by how to maintain the competitive advantage of each agrotourism.