Abstract :

The wave of digital transformation has shaken the foundations of Indonesia’s tourism industry, disrupting long-established structures and forcing the travel agency subsector to adapt, evolve, or risk obsolescence. This study explores the current structure of the business ecosystem within Indonesia’s travel agency subsector. Using a qualitative approach, data were gathered through document analysis, in-depth interviews, and focus group discussions (FGDs) with key stakeholders. The analysis adopts a business ecosystem perspective to map actors, relationships, and value flows shaping the ecosystem’s structure. Findings reveal a diverse range of interdependent actors. Central and local governments act as regulators and funders. Academia contributes research and human resource development, while associations foster networking and training. Investors assess regulatory clarity and risks before committing capital. Media influence tourism perceptions and share industry news. Suppliers provide core services such as transport and accommodation. Both conventional and online travel agents bridge tourists and suppliers. Local communities offer cultural experiences and products, with tourists forming the ecosystem’s core through their consumption, data, and engagement. This study offers contextual insights into the ecosystem’s current landscape and serves as a foundation for developing adaptive, collaborative strategies to strengthen Indonesia’s tourism sector in the future.

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Keywords :

Business Ecosystem, Digital transformation, Ecosystem map, tourism industry, Travel Agency

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