Volume 4, Issue 8, August – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Analysis of Ancol Beach Object Development Using

Business Model Canvas Approach
Mirza
Mercu Buana University

Abstract:- The development of tourism sector today supports the development of social [1,2,3]. This is in line
demands that every provider of tourism objects continue with the results of the Ministry of Tourism's performance in
to develop their business, including the management of 2018, that the tourism industry has two contributions to the
Ancol Beach, which is one of the famous tourist spots in Indonesian economy, namely (1) Macro contributions
DKI Jakarta. The design of the right business model is including the contribution of gross domestic product (GDP)
needed by tourism management in the management of of 5.25 percent, increased foreign exchange of Rp. 224
tourism objects effectively and efficiently. The aim of trillion, and an increase in the workforce of 12,7 million; (2)
this study are (1) determine the business strategy of Contribution of Micro among them Competitiveness Index
Ancol Beach tourism suitable to be run by management; Tourism has a rating of 42, an increase in the number of
(2) Knowing and analyze the current business model of foreign tourist visits by 15.81 million visits and an increase
ancol beach, and design a new beach tourism business in the number of visits of local tourists by 303.5 million
model. people [4].

This type of research is qualitative-descriptive with One of the tourist objects that became the object of
the case study method. The research was analyzed using this research was Taman Impian Jaya Ancol located in
SWOT analysis and business model canvas approaches. North Jakarta. Taman Impian Jaya Ancol offers a quality
The results of this study showed the need for the entertainment that has an element of art, culture and
management of Ancol Beach to make changes in the knowledge. Taman Impian Jaya Ancol is a famous tourist
value of visitors in the form of recreation places attraction in Jakarta because the location and tourism
comfortable, safe, easy and efficient. The creation of this objects it offers is very interesting one of the beach Ancol
new value has influenced every element of the canvas [5].
model business, namely (1) the need for the addition of
major resources; (2) Change of main activity in Ancol According to N. Langvinienơa, and I
Beach attraction; (3) The addition of cooperation Daunoraviþinjtơb (2015) in [1], say that An important factor
partners; (4) The need to improve relations with that affects success in the tourism industry are (1)
visitors/tourists; (5) The addition of sales channels and Innovation,the tourism object can improve the quality of
communications with visitors; (6) The addition of products and services to meet better the wishes of visitors,
income and flow of expenditure to Ancol beach tourism reduce costs, increase profits, gain competitive advantage;
place. But the customer segment of Ancol Beach (2) Employee empowerment – The management of tourism
Tourism object does not need to change. objects should empower employees to provide high quality
services so as to maintain and attract new customers; (3)
Keywords:- Beach Tourism Objects, Business Model Customer Relationship Management – in the tourism
Canvas. industry the customer needs is very important to be noticed
because the success of tourism business depends on the
I. INTRODUCTION customer; (4) technology can improve interaction and
communication with customers so as to reduce operating
The tourism industry has undergone significant costs, and can maximize the profit gained by the tourism
changes. This can be seen from the development of business; (5) Marketing activities can help the tourism
information and communication technology that has an business learn and understand the behavior of visitors to the
impact on the change of tourism business models especially services they desire so that management can identify new
on tourism objects. One of the impacts of the development opportunities to develop services; (6) The value proposed by
of ICT on the tourism business is the ease for visitors to get the management should focus on the needs of the visitor and
information and make reservation in an easy and fast way. ensure to provide different services and products from the
Changes in traveller behaviour in the purchase of online competitors. Therefore, tourism management needs to
travel tickets, so that the management of tourist destination innovate on its business model, so that it still has
have to make changes to the business models to bring high competitive advantage and gets a large number of visits
value for tourists and obtaining business partners involved from tourists.
in creating and Providing tourism products [1]. Tourism is
an important sector in economic development in any There are many researchers and practitioners who
country. so that tourism contributes to socio-economic have developed a detailed and flexible analytical framework
advances through job creation, export revenues, and in explaining the business model, including the business
infrastructure development. In addition the tourism industry model Canvas which is based on nine main components:

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Volume 4, Issue 8, August – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
"value proposition ", "main activity " , "Main resource ", According to Vengesayi, Mavondo, & Reisinger
"Customer relationship ", "channel ", "main partner ", (2009) states that, there are several important attributes
"customer segments ", "cost structure ", and "revenue considered by tourists in choosing a tourist attraction (1)
stream " [6]. The development of tourism sector, especially interesting tourist attractions, covering all forms of nature
the beach tourism provider need to design a new business and the results of human creation, culture, Heritage, history,
model that suits the needs of tourists to gain competitive customs, architectural features, artwork, food and drink and
advantage and sustainable tourism business in the future. handicrafts that attract the attention of tourists; (2) facilities
and infrastructures provided by the organizer of tourist
Based on the above background, the problem can be objects such as accommodation, transportation, and
formulated as follows: (1) Business strategy is appropriate communication; (3) Factors related to people, covering all
and recommended to be applied to the management of forms of local people's attitude and friendly staff in serving
Taman Impian Jaya Ancol; (2) How is the current tourism tourists.
business model of Ancol and how the design of the new
business model of Ancol tourism as a development step. While According to Cooper et al. (1998) in [9] state
This research contributes to (1) to academics, this paper is that, the main attribute of an attraction is the attraction and
expected to be a reference in adding a scientific reference to support service. Attraction in the form of nature and man-
tourism management, in particular how to develop a made results, while the support services and facilities
business model of coastal tourism using BMC approach and include accommodation, food, shopping, and transportation
SWOT analysis; (2) for the management of Taman Impian at the destination. But according to Buhalis (2000) in [10]
Jaya Ancol, the results of this study can be utilized as input states that there are six frameworks of important tourist
in the development of an effective and efficient coastal attribute attributes for tourists including (1) Interesting
tourism business model in the future; (3) for the planning attractions include natural, handmade, artificial, special
and development of tourism sector, especially tourism office events; (2) accessibility includes transportation and
in DKI Jakarta, can be used as input to make policies related vehicles; (3) Facilities include accommodation, catering,
to tourism activities. retail, and other travel services; (4) available tour packages;
(5) activities that can be carried out by tourists when they
II. LITERATURE REVIEW are in a tourist attraction; (6) Other support such as
telecommunications, postal services and hospitals, etc.
 Beach Tourism meanwhile beach tourism is a beach that has attractiviness
There are many opinions on the definition of tourism. as a tourist attractions either because of physical factors,
According to Wahab (2003) in [3] describes Tourism can attractions, facilities and others (Nugroho, 2005) in [11].
be considered as something abstract, which describes a
person traveling in their own country (domestic tourism) or  Concept of Business Model
people crossing the borders of the country (international There are several definitions of business models. one
tourism). The results of the travel process get interactions of the definitions according to [12] say that, Business model
and relationships among individuals or groups, the feeling as a way of corporate value creation, delivery and capture
of pleasure, positive or negative perception of the attraction, mechanisms either explicitly or implicitly, more precisely,
the motivation of travel and obtain satisfaction. However, the author defines the essence of the business model as the
According to Indonesian Law No. 10/ 2009, Tourism is a way the company delivers high value to Customers, so that
travel activity carried out by a person or group of people customers pay for the value obtained from the company.
visiting a particular place for recreational purposes, personal Then the payment becomes a profit for the company.
pleasure, or conducting research on tourist objects for a Meanwhile according to F.Rustico (2015) in [1], business
short time. [7]. models are seen as a form of innovation to create value For
consumers and organisations that offer travel products.
Wingit et al., (2017) say that Tourism is a variety of
tourism activities supported by several facilities and services Slávik & Bednár (2014) say that, business model is a
provided by the Government, the management of tourist system of resources and activities, which creates a high
attractions. Besides Tourism has a great contribution to the value for consumers, where ultimately the company earns
economic growth of a country in terms of job provision, money from the roceeds of the sales value to the consumer.
foreign exchange procurement, increased income of local The author stated that the importance of improving the
communities, and can stimulate other productive sectors. functionality and economic business model in the company
The tourism industry is associated with several other because the company will acquire and develop a
industries such as handicrafts, souvenirs, accommodation, competitive advantage.
and transportation[3]. While the concept of a tourist
attraction is a place where tourists can rest, relax, walk, According To John Mullins and Randy komisar (2009)
sport, spend time by looking at the natural scenery around in [13], a successful business model consists of 5 pillars of
the tourist attractions, seeing historical monuments, income model, profit model, operating model, working
attending events Festivals, as well as tasting local cuisine capital model and investment model. The author states that,
(Blasco et al., 2016) in [8]. Seyidov et al.. (2016) also a successful company is if the company has already paid
explained that tourism places should provide facilities and from gross margin, operating costs, operating capital and
infrastructures that suit the needs of tourists. investment is still free of money. This concept can be

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Volume 4, Issue 8, August – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
applied to economic analysis of the business and evaluation outside the standard and clients become co-creators of
of financial health, besides this Model only gives little products or services; (5) The key resources that enables
attention to the value offered to customers, so this model is organizations and companies to realize the unique value
useless for complex analysis. offered and promised to customers well. These key
resources can be physical resources (buildings, vehicles,
Different from the concept of business model equipment), intellectual property money (brands,
according to Alan Afuah (2003) in [13], there are 4 copyrights, patents, customer data bases), human resources;
components of the company's profitability determinant that (6) Key activities have the characteristics needed to
affects the company's activities namely industrial factor produce the unique value offered, channeling that unique
analysis, resources, cost and position. The cooperation of value to customers, as well as activities to establish
these components, thus creating a successful business model customer relationships, and activities to handle revenue
and its uniqueness into a source of competitive advantage. streams; (7) Partnership involves two or more parties, a
While according to David Watson (2005) in [13], the form of agreement, agreement in the form of activities and
company's business model is evaluated through six resources; (8) Revenue Stream describes how the
components: competitors, customers, economics, organization gets money from each customer segment. It is
management, products and suppliers. This model is unique, this income stream that allows the organization to survive;
which performs a competitive analysis that is not part of the (9) In general, all businesses must be able to create and
business model component. maintain cost structures that are efficient and adjusted to
the value created by the business.
The concept of other business models by Johnson At
al., (2008) in [13] explains that the business model as a set Based on some concept of business model above, as
of four interconnected components: value for customers, well as lack of previous research that discusses the business
profit formulas, key resources, and key activities. This model of tourism destination, especially beach tourism,
concept also describes important components for businesses therefore, the author decided to use the concept of business
such as (1) Resources (people, technology, tangible and model by Osterwalder in Analyzing and designing the
intangible assets, brands); (2) Company activities (training, business model of tourism destination.
development, production, budgeting, planning and sales).
The concept of this model is almost the same as  Relationship of Business Models with Business
Osterwalder's (2010) business model concept, known as the Strategies
nine blocks of business model canvas consisting of Hambrick and Fredrickson (2005) Define strategy as a
consumer segments, value proportions, customer key concept integrated with environmental conditions where
relationships, distribution / channels, key resources, key a business can achieve its objectives, But Gambardella and
activities, key Partnerships, cost structures, and revenue McGahan (2010) explained that The essence of the
stream. corporate strategy is business model. This opinion is almost
identical to Casadesus at al., (2010) who said that Business
The following described definitions of the nine blocks model is a reflection of the strategy realized by the company
business model canvas by [14] : (1) Customer segment is a [15].
party that uses and pays for goods / services products from
organizations or companies and contributes to providing However, according to Richardson's opinion, at Al
income for the organization or company. There are five type (2008) in [6], emphasized that the business model has an
of market: mass, segmented, niche, diversified and multi- important role in the company's strategy Bridge the
sided; (2) Value proposition (added value given to the formulation of strategy and implementation, because the
Customers) consist of products and services that can provide business model explains how the company's activities
added value to specific segmentation; (3) Channels stated operate jointly to implement its strategy. Moreover, Wirtz.
How organizations communicate With customer segments At Al (2011), said that the business model was studied as a
and convey the proportion of the value offered. potential tool at various levels, of the product, for business
Communication, distribution, and the pen sell channels are units, companies, and industries [6].
dimensions that allow the company to interact with its
customers. The promoted channel describes customer Sorescu et al., (2011) explains three differences and
interactions and plays a key role in customer processes; (4) similarities between strategy and business models including:
Customer relationships aim to acquire new customers (1) the strategy leads to the goals to be achieved by the
(acquisitions), retain existing customers (retention), and company, while the business model explains the details of
offer old and new goods or services products to old the mechanisms that move the company towards these
customers. standard forms of company relationships with goals. In other words, the strategy determines how the
customers including; (a) personal assistance, which is based company achieves competitive advantage in the market
on human interaction; (b) using a CRM system that is an while the business model focuses more on organizing
automatic service connecting customer services with (internal and external activities of the company that are
automated processes (internet); (c) community to improve interrelated, resources needed by the company), as well as
connections with customers. This type of relationship how the company creates high value for its customers so as
provides a free quality observation database directly from to gain a competitive advantage different. in principle,
customers; (d) co-creation, which makes relationships different business models can be consistent with the

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Volume 4, Issue 8, August – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
strategies used, as do many different paths that lead to the research object both obtained from print media and the
same goal; (2) make changes to the strategy, usually internet. Such as PT Jaya Ancol's annual report, BPS data,
business models also change. however changes to the and the Taman Impian Jaya Ancol Website, as well as some
business model can be made without significant changes to scientific references / literature related to the object of this
the current strategy (the strategy has not changed). As such, study; (2) primary data, including observations, field
business models can change more often than corporate surveys, interviews with Ancol Beach management, DKI
strategies, although these changes can raise questions about Jakarta tourism office, visitors / tourists and the community
whether strategies need to be updated as well; (3) different around Ancol Beach.
strategies and business models at the Detail. Business
models translate strategies in the form of actions and more There are several steps carried out by researchers in
specific activities that help managers realize the competitive collecting data including:
advantage of the company. (1) Observation, conducted by researchers with the aim of
obtaining observations of objects to be investigated,
There are several stages in determining an effective namely the condition of Ancol beach, the condition of
and efficient strategy for the company including the business partners around Ancol Beach, as well as the
following: (1) analysis of the company's external and behavior of local tourists in DKI Jakarta in choosing
internal environment to determine the company's position. tourist destinations and the process of purchasing
here are some tools used, namely EFE and IFE matrices, entrance tickets;
CPM matrices; (2) formulation of strategies starting from (2) Survey, authors conducted interviews with several
the level of the company, business and function. here are informants including (a) the management of Ancol
some tools used among SWOT matrices, SPACE matrices, beach, including managers, supervisors and employees,
BCG matrices, IE matrices, and grand strategy matrix; (3) (b) business partner of ancol beach include managers
the third stage of the decision to choose a strategy to be from restaurants, hotels, retails etc, (c) visitors who
carried out by the company. here using the QSPM matrix; come to Ancol beach; (d) the community around the
(4) finally the process of evaluation and control strategy that Ancol beach. Author obtained data about the external
has been carried out by the company [16,17]. and internal environmental conditions of Ancol beach ,
as well as data on nine elements of the business model
 SWOT Analysis canvas;
In this study, researchers used swot analysis in (3) Literature study is carried out by reviewie some
obtaining several effective and efficient alternative literature and references relating to research topics in
strategies for the beach tourism business. there are four order to obtain theoretical concepts and knowledge.
alternative strategies resulting from the SWOT analysis. Theories and concepts are useful for gaining support or
David (2011) explains four alternative strategies resulting completing the data obtained during the research
from the swot analysis as follows: (1) SO strategy is a step process.
taken by the company in taking external opportunities by
using the company's internal strength at this time; (2) ST All data was analyzed using (1) SWOT analysis in
strategy is the steps taken by the company using the determining alternative strategies for the management of
company's current strength to stay away from the threat of Ancol Beach; (2) and business model canvas approach to
the company's external environment; (3)WO strategy is the know the business model of ancol beach currently, so that
steps taken by the company by taking external opportunities Obtained the design of a new business model Ancol Beach
and minimizing the company's internal weaknesses; (4) WT tourism.
strategy is the steps to be taken by the company by avoiding
external threats and minimizing the company's internal IV. RESULTS AND DISCUSSION
weaknesses.
 Identification of Ancol Beach Business Models Currently
III. METHODOLOGY The condition of the Ancol beach business model is
determined based on the results of interviews with several
This study uses a qualitative descriptive approach with informants who then produce accurate information about the
a case study method. The purpose of the descriptive nine elements of BMC (business model canvas) on Ancol
research is to provide a systematic, accurate, factual, and beach tourism (in Table 1 below). The process of
detailed description of the nine components of the business identifying the nine BMC components involved several
model canvas on the beach tourism business; and describe informants including the management of Ancol beach,
some alternative strategies implemented by Ancol beach visitors / tourists from Ancol beach, business owners near
management. The research location is in North Jakarta, DKI Ancol beach and the community around Ancol beach. In
Jakarta province, Indonesia. addition, the process of identifying the nine components of
BMC was also obtained from the analysis of secondary data
There are two types of data sources used in this study: related to research objects such as the annual report of PT
(1) secondary data, in the form of information related to the Pembangunan Jaya Ancol, BPS data.

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Value Proposition Customer Segments Customer Relationship
Easy beach access, Cheap ticket prices, domestic tourists, especially DKI Personal assistance
Clean beaches residents
Key Resources Key Activities Key Partnership
 Friendly Human Resources,  Service to visitors Beach,  Collaboration with equipment
 A strong Ancol brand,  Maintenance, suppliers such as boat motors beach.
 Infrastructure facilities (parking,  Promotion,  Cooperation with the DKI
mushalla, toilets, food and drinks),  Customer service (ticketing) Government and the Tourism Office.
 Clean beaches and ICT application  Collaboration with food and
systems beverage sellers (restaurants).
 Cooperation with travel agencies
Cooperation with the Hotel

Channels Cost Structure Revenue Stream

 travel agent,  Operational costs (cleanliness and Government (APBD), rent a place,
 Direct sales online and come directly. maintenance). ticket sales
 Promotion through WOM,  Employee salary.
advertisements on television, radio and  Promotional activities.
print media, bilboard Media Online:  ICT Maintenance
website, FB, twitter and IG
Table 1:- Identification of Ancol Beach Business Model Currently

 Results of the SWOT Analysis on Ancol Beach Toursm

The results of the SWOT analysis as seen in Table 2 below are determined based on the results of interviews with informant,
observation and analysis result of secondary data related to Ancol beach. The SWOT analysis is used to determine the right
business strategy to be carried out by Ancol beach management.

Opportunities Threats
1. The strategic location of Ancol Beach. 1. Natural environmental conditions
2. the high desire and demand of the such as weather conditions that often
people of DKI and outside DKI to go rain
on vacation / recreation to the beach 2. High competition in offering tourism
3. The income of DKI residents is greater objects that have a higher value to
than other regions in Indonesia so that visitors tourist attraction in Indonesia
the people have the ability to pay high. special in DKI Jakarta
4. The development of ICT technology, 3. Community fears about the issue of
which demands changes in how to Sunami
transact online ticket purchases on
tourist attractions.
5. Local government support in the
development of Ancol beach tourism
in the form of share ownership
Strengths SO Strategies ST Strategies
1. Having a strong brand of tourism 1. Creates unique value to visitors by 1. Provide a high value to travellers by
objects in Indonesian society seeking the use of beaches. suppressing cost time, energy and
2. Accessibility (transport to the 2. ICT application development by monetary (admission).
attraction (public transportation, adding Customer relationship services 2. Socialisasy intensively about the
private, train) and road infrastructure to increase visitor loyalty. condition of Ancol beach through
conditions have improved 3. Add infrastructure around the beach social media, such as Instagram,
3. Cheap Admission Ticket such as beach sports (swimming pool, Youtube channels, and the
4. Availability of comfortable and clean boat, bicycle, run or road, volleyball, website/application Ancol beach
facilities (toilet, mushalla, parking, sand, etc.), and reproduce the shaded 3. Implementing bundling strategies and
food and beverage). seating around the beach. customer loyalty programmes, To
5. Have strong support from the 4. Improve comfort and safety by always increase the number of visits to the
government because 60% owned by keeping the beach clean, availability beach in Ancol outside the holiday
DKI Local government. of clean water, toilets, mushalla and season.
6. Online Ticketing Application parking.
availability.
7. Friendly service

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Weakness WO Strategies WT Strategies
1. The beach is not attractive (no waves, 1. Intensive promotion of beach tourism 1. Make interesting events around the
no wide sand) objects on social media (FB, IG, beach location such as
2. Jakarta's hot weather conditions Youtube), placing banners in various (Bazaar/exhibition, music/art
3. Lack of food and beverage outlets, as online stores (e-commerce) with performances.
well as souvenir sellers emphasis on the unique value that 2. Create a bundling strategy with some
4. Less and unattractive promotional visitors will get. Interesting Entertainment Place
programs 2. Expanding cooperation with online around the beach ancol like 10 x enter
5. The beach Facilities and sports travel services (Traveloka, tickets, Ancol, free tickets to Dufan
facilities are still lacking Pegi-PEGI). 3. Provide convenient, safe and free bus
3. Multiply cooperation with the unique facilities for visitors to Ancol Beach.
food and beverage outlets such as
seafood, barbequ, coconut water as
well as souvenir sellers Betawi
Table 2:- SWOT Analysis of Ancol Beach

Based on some of the alternative business strategy (Indomaret, Alfamart), and electronic money (Ovo, Tcash,
above, the alternative strategy that becomes the main Dana, etc.).
priority to be run by the management of Ancol beach are:
(1) Create new value for visitors to Ancol Beach, by adding  Design of Ancol Beach Business Model in the Future
infrastructure/game services around the beach, and adding The design of Ancol beach business model in the
Betawi arts (music, dance, and Lenong), so that the beach future is obtained from the results of the SWOT analysis
has a characteristic betawi; and raising events around the and the analysis of the current business model as shown in
beach outside the holiday season; (2) Build a CRM Table 3 below.
application system (Customer relationship Management),
with the aim to increase satisfaction and increase the In designing new business models that form four
number of visits to Ancol beach other than the holiday time; questions namely what can be created, eliminated, improved
(3) Improve cooperation with several related agencies such and reduced. thus the design of this business model is
as BMKG, police, e-commerce (Traveloka, Pegi-Pegi, expected to not only make improvements but also bring up
tiket.com), online transport (grab, and GoJek), Retail new innovations in the Ancol beach business model.

Value Proposition Customer Segments Customer Relationship

Provides a comfortable, domestic tourists, especially DKI 1. Personal assistance
safe, easy and efficient residents 2. Forming a community with family, young
recreation people's creativity, and elderly
3. Feedback (using phone, email, QnA by
website/online application, WA, online chat,
forum)
4. Provide discount, voucher, and points,
5. Member Card/Membership facilities
Key Resources Key Activities Key Partnership
1. Friendly Human 1. Service to visitors Beach, 1. Collaboration with equipment suppliers such as
Resources, 2. Maintenance, boat motors beach.
2. A strong Ancol brand, 3. Promotion, 2. Cooperation with the DKI Government and the
3. Infrastructure facilities 4. Selling tickets both online and offline Tourism Office.
(parking, mushalla, toilets, 5. Create Customer Care services 3. Collaboration with food and beverage sellers
food and drinks), (response and answer questions (restaurants).
4. Clean beaches. quickly through online application) 4. cooperation with travel agencies Cooperation with
5. ICT application systems the Hotel
6. Providing beach sports 5. Make cooperation with the police and BMKG.
infrastructure (volleyball, 6. Make cooperation with the community of Betawi
swimming pool for Arts.
children, playground, 7. Make cooperation with souvenir sellers;
motor boat, Betawi art, 8. Make cooperation with the electronic payment
flying fox, etc.). parties such as Dana, OVO, T-cash etc;
9. Make cooperation with E-commerce (Traveloka,
Pegi-PEGI, ticket);
10. Make cooperation with some retail in the sale of
admission tickets (Indomaret, AlfaMart); Make
cooperation with online transportation (Grab,
Gojek)

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Channels Cost Structure Revenue Stream
1. travel agent, 1. Operational costs (cleanliness and 1. Government (APBD), rent a place, ticket sales.
2. Direct sales online and maintenance). 2. Additional income such as beach sports usage
come directly. 2. Employee salary. costs and etc.
3. Promotion through WOM, 3. Promotional activities. 3. Advertising fee on website/app and additional
advertisements on 4. ICT Maintenance investor
television, radio and print 5. Customer Service Employee Salaries
media, bilboard Media 6. Cost of purchasing and
Online: website, FB, infrastructure maintenance such as
twitter and IG water sports games, and children's
4. Sales through play areas
intermediaries
(Indomaret, Alfamart), as
well as e-commerce sales
(Traveloka, Pegi-Pegi,
tiket.com)
Table 3:- Design of The New Business Model Upon Ancol Beach Tourism

Noted:
Black writing: Improved
Blue writing: Created

V. CONCLUSION ICT-based customer care services; (3) Key Partnership

in the form of additional collaboration with several
The conclusions in this study are: parties including online tickets (traveloka, pegi-pegi and
1) Based on the results of the SWOT analysis on Ancol Tiket.com), online transportation (grab and gojek),
beach tourism objects, a number of alternative business several food, beverage, betawi souvenirs, as well as
strategies can be determined including: (1) creating new cooperation with payment services electronic money; (4)
value in the form of adding infrastructure/ beach customer relationship in the form of adding additional
equipment, adding Betawi art (music, dance, and lenong) feedback features (online chat, discussion forum, QnA,
who became uniqueness at Ancol Beach, and increased Survey) on the website / application; update information
events around the coast during the holiday season; (2) about the weather around the coast, easy accessibility to
building a CRM (customer relationship management) visitors / prospective visitors; provide membership cards
application system, with the aim of increasing to visitors, which will get discounts and free entry
satisfaction and increasing the number of visits to Ancol tickets; (5) Channel in the form of selling indirectly
beaches outside the holiday season; (3) Increasing through retail and e-commerce. Improvements and
cooperation with several related agencies such as additions to the design of this business model, will have
BMKG, police, e-commerce (traveloka, pegi-pegi, an impact on changes in revenue for Ancol beach
Tiket.com), online transportation (grab, and gojek), retail attractions such as the addition of fees from some food
(indomaret, alfamart), and electronic money (ovo , sellers, drinks and souvenirs, fees for the use of beach
Gopay, Tcash, Dana, etc.). sports games for visitors, banner advertising fees from
2) Based on the analysis of the coastal tourism business several company brands, and add / attract new investors.
model using a business model canvas, there is 1 block But the improvement of the business model also resulted
that must be maintained (no need to be repaired) in additional costs including the cost of purchasing beach
including customer segments, while the other 8 blocks sports equipment, online application repair costs, and
need to be improved and developed including value employee training costs.
propotition, key resources, key partnerships , key
activities, customer relationships, channels, revenue ACKNOWLEDGEMENT
stream, and cost structure. This means that Ancol beach
does not need to make improvements to the customer Firstly, I would like to thank Management of Ancol
segments that will be served, because the main Beach including managers, employees, and ancol beach
customers of Ancol beach are DKI Jakarta residents visitors. Where they have helped many authors in obtaining
consisting of families, young people and the elderly. primary and secondary data. I also thank the Chairman of
Make improvements to value proportions in the form of Management Science at the University of Mercubuana
increasing benefits and reducing monetary costs "Doktor Mavidz", as well as the Head of Magister
(entrance ticket prices), the cost of time and labor costs management program at the University of Mercubuana "Dr
from the visitors' side. To create this value, there is a Aty Herawati" which has provided full support to the
design improvement for the beach tourism object authors for Completing this research. In addition, I would
business model including: (1) key Resources in the form like to show all the thanks to my family and friends who
of enhancers of the Betawi art vehicle, a vehicle for have inspired and supported the author in completing this
beach sports; (2) key activities in the form of adding

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Volume 4, Issue 8, August – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
research. In fact, I am thankful to PUSLIT UMB which has [16]. T. L. Wheelen and J. D. Hunger, Strategic
been assisting in funding for this research. Management and Business Policy toward Global
sustainability, 13 th. United Stated of America:
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