Planning a Business Model for Situmurun Waterfall Tourism Attraction Based on the Business Model Canvas
Keywords:
Situmurun Waterfall, SWOT, Business Model Canvas, Destination Development.Abstract
Situmurun Waterfall, located in Jonggi Nihuta Village, Toba Regency, is one of the geosites within the
UNESCO Global Geopark of Lake Toba, holding great potential as a natural tourist attraction. However, the
management of this destination still faces several challenges, including damaged infrastructure, weak local
institutions, and the absence of a structured business strategy. This study aims to analyze the internal and
external conditions of Situmurun Waterfall management through SWOT analysis and to formulate a business
model plan using the Business Model Canvas (BMC). The research employed a qualitative approach with data
collection techniques including observation, in-depth interviews, and document review. The findings indicate
that development strategies should focus on leveraging the natural uniqueness of the waterfall through digital
promotion, enhancing local human resource capacity, improving supporting facilities, and strengthening multi-
stakeholder collaboration. The integration of SWOT analysis into the nine elements of BMC resulted in an
adaptive, applicable, and sustainable business model. Theoretically, this study contributes to the literature on
applying BMC to natural tourist attractions, an area that remains underexplored. Practically, the results provide
guidance for local governments, communities, and private partners in developing Situmurun Waterfall into an
inclusive, competitive, and globally recognized destination.
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