Employees as key resources and activities of tour and travel business model canvas

https://doi.org/10.35912/ahrmr.v5i4.3624
Published: Dec 31, 2025

Abstract:

Purpose: The research aims to provide insights on how to optimize employees' contributions as indispensable using the tourism business model, helping companies better strategize and innovate their key resources and activities.

Methodology/approach: The study, conducted in Palembang, used semi-structured interviews, document analysis, and focus group discussions. Nine tour and travel agencies were selected from 110 ASITA members using Slovin's formula. Data were analyzed using the Miles and Huberman model.

Results/findings: The study identified key failures in tour and travel companies, including poor Human Resource Management (18%), inadequate role definition (17%), insufficient investment in employee development (13%), lack of strategic HR policies (14%), balancing cost and employee experience (11%), poor communication and support systems (15%), and external competition and workload stress (12%). Additionally, factors such as lack of knowledge, skills, experience, creativity, and commitment contributed. The study concluded that employees play a crucial role in the success of tour and travel agencies.

Conclusion: The study found that recognizing employees as the most valuable asset in the tour and travel industry is essential. Their roles not only significantly influence the success of the business but also highlight that human resources are the key element in this sector.

Limitations: Due to time and cost constraints, only 8.1% of ASITA members responded to this study; all were general travel agencies, with only one Hajj and Umrah company. Future studies will investigate all tour and travel agencies that are members of ASITA in South Sumatra.

Contribution: This study will specifically assist tour and travel agents in Palembang to enhance their businesses by leveraging employees as key resources and activities.

Keywords:
1. Business Model Canvas
2. Employees
3. Key Resources
4. Key Activities
5. Tour and Travel Agencies
Authors:
1 . Desloehal Djumrianti
Politeknik Negeri Sriwijaya, Palembang, Sumatera Selatan, Indonesia
2 . Afrizawati Afrizawati
Politeknik Negeri Sriwijaya, Palembang, Sumatera Selatan, Indonesia
3 . Hendra Sastrawinata
Politeknik Negeri Sriwijaya, Palembang, Sumatera Selatan, Indonesia
4 . Dinda Yuniarti Akmil Putri
Politeknik Negeri Sriwijaya, Palembang, Sumatera Selatan, Indonesia
5 . Abel Apista
Politeknik Negeri Sriwijaya, Palembang, Sumatera Selatan, Indonesia
6 . Youland Dwi Putri
Politeknik Negeri Sriwijaya, Palembang, Sumatera Selatan, Indonesia
View PDF
How to Cite
Djumrianti, D., Afrizawati, A., Sastrawinata, H., Putri, D. Y. A., Apista, A., & Putri, Y. D. (2025). Employees as key resources and activities of tour and travel business model canvas. Annals of Human Resource Management Research, 5(4), 373–385. https://doi.org/10.35912/ahrmr.v5i4.3624
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 5 No. 4 (2025): December
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Achmad, F., Prambudia, Y., & Rumanti, A. A. (2023). Improving Tourism Industry Performance through Support System Facilities and Stakeholders: The Role of Environmental Dynamism. Sustainability, 15(5), 1-24. doi:https://doi.org/10.3390/su15054103

    Adula, M., Kant, S., & Birbirsa, Z. A. (2022). Systematic Literature Review on Human Resource Management Effect on Organization Performance. Annals of Human Resource Management Research, 2(2), 131-146. doi:https://doi.org/10.35912/ahrmr.v2i2.1418

    Armstrong, M., & Taylor, S. (2023). Armstrong's Handbook of Human Resource Management Practice: A Guide to the Theory and Practice of People Management. New York: Kogan Page Publishers.

    Baker, M. A. (2024). Sustainable Tourism Employment: A Comprehensive Overview of Tourism Employees’ Experience from a tourist-Employee Interaction Perspective. Journal of Hospitality and Tourism Management, 60, 228-238. doi:https://doi.org/10.1016/j.jhtm.2024.07.009

    Beqiri, T., & Trakaniqi, F. (2021). Impact of Human Resources Trainings and Knowledge Sharing in Travel Agencies. KNOWLEDGE-International Journal, 47(1), 165-169. doi:https://doi.org/10.35120/kij4701165b

    Buhalis, D., O’Connor, P., & Leung, R. (2023). Smart Hospitality: From Smart Cities and Smart Tourism Towards Agile Business Ecosystems in Networked Destinations. International Journal of Contemporary Hospitality Management, 35(1), 369-393. doi:https://doi.org/10.1108/IJCHM-04-2022-0497

    Canton, H. (2021). The Europa Directory of International Organizations 2021. New York: Routledge.

    Carter, M., & Carter, C. (2020). The Creative Business Model Canvas. Social Enterprise Journal, 16(2), 141-158. doi:https://doi.org/10.1108/SEJ-03-2019-0018

    Cave, J., & Dredge, D. (2021). Regenerative Tourism Needs Diverse Economic Practices. Tourism Geographies, 22(3), 503-513. doi:https://doi.org/10.1080/14616688.2020.1768434

    Fakieh, B., AL-Ghamdi, A. S. A.-M., & Ragab, M. (2022). The Effect of Utilizing Business Model Canvas on the Satisfaction of Operating Electronic Business. Complexity, 2022(1), 1-10. doi:https://doi.org/10.1155/2022/1649160

    Febrian, W. D. (2025). Determination Green Human Resource Management: Analysis Green Training, Green Behavior, Green Leadership, and Green Organizational Culture (Study Literature Review). Annals of Human Resource Management Research, 5(3), 167-179. doi:https://doi.org/10.35912/ahrmr.v5i3.3144

    Forelli, A., & Ordonez, D. (2025). Recruitment and Retention Challenges for Tourism and Hospitality Professionals: The Perspective of a Travel Industry Company Located in Mexico. Worldwide Hospitality and Tourism Themes, 17(6), 834-846. doi:https://doi.org/10.1108/WHATT-04-2025-0146

    Giotis, G., & Papadionysiou, E. (2022). The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature. Sustainability, 14(9), 1-20. doi:https://doi.org/10.3390/su14095182

    Girish, V., Lee, J.-Y., Lee, C.-K., & Olya, H. (2022). Smart Working in the Travel Agencies and Employees’ Quality of Life. Tourism Review, 77(4), 989-1008. doi:https://doi.org/10.1108/TR-09-2021-0409

    Harahap, A. S., & Yosepha, S. Y. (2025). Realities and Expectations of Young Indonesian Workers in Offshore Oil and Gas Industry. Annals of Human Resource Management Research, 5(2), 159-169. doi:https://doi.org/10.35912/ahrmr.v5i2.2992

    Hebl, W. I., Theis, I. P., Guisard, T., & Madera, J. M. (2026). The Hospitality & Tourism Frontline Employee: A Bibliometric Analysis. International journal of hospitality management, 133. doi:https://doi.org/10.1016/j.ijhm.2025.104451

    Hoang, G., Wilson-Evered, E., Lockstone-Binney, L., & Luu, T. T. (2021). Empowering Leadership in Hospitality and Tourism Management: A Systematic Literature Review. International Journal of Contemporary Hospitality Management, 33(12), 4182-4214. doi:https://doi.org/10.1108/IJCHM-03-2021-0323

    Hsieh, Y.-H., & Chuang, I.-C. (2020). Evaluation of Key Factors for Service Experience: A Comparison of Tourism Factories and International Tourism Hotels. Tourism Economics, 26(3), 404-436. doi:https://doi.org/10.1177/1354816619840099

    Huang, L., Chang, K.-Y., & Yeh, Y.-C. (2020). How Can Travel Agencies Create Sustainable Competitive Advantages? Perspective on Employee Role Stress and Initiative Behavior. Sustainability, 12(11), 1-15. doi:https://doi.org/10.3390/su12114557

    Hudson, S., & Hudson, L. (2025). Customer Service for Hospitality and Tourism. Oxford: Goodfellow Publishers.

    Lamare, A., & Kumar, A. (2025). The Impact of Automation on the Employment Structure of Travel Agencies and Tour Operators in Shillong. Proceedings of the 2nd International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2025), 343, 27-40. doi:https://doi.org/10.2991/978-94-6463-799-1_4

    Lee, J. Y., Rocco, T. S., & Shuck, B. (2020). What is a Resource: Toward a Taxonomy of Resources for Employee Engagement. Human resource development review, 19(1), 5-38. doi:https://doi.org/10.1177/1534484319853100

    Maidy, E., & Dirbawanto, N. D. (2022). Analisis Penerapan Rotasi Kerja dalam Pengembangan Kinerja Karyawan PT Bank Central Asia Tbk - KCU Medan. Journal Of Social Research, 1(8), 877-886. doi:https://doi.org/10.55324/josr.v1i8.178

    Manurung, G. G., Yana, M. T., Anesha, S., & Zuriana, K. Z. (2025). Meningkatkan Manajemen SDM sebagai Faktor Keunggulan Kompetitif dalam Pariwisata dan Industri Perhotelan. Jurnal Pariwisata dan Perhotelan, 2(2), 1-12. doi:https://doi.org/10.47134/pjpp.v2i2.3389

    Matovi?, I. M., & ?urkovi?, J. V. (2020). Contemporary Trends in Human Resource Management in Travel Agencies. Tourism International Scientific Conference Vrnja?ka Banja-TISC, 5(1), 248-263.

    Mulyadi, Sumardin, Sari, D. P., Sabri, & Sudianto. (2025). Exploring Employee Retention Strategies in Indonesian Startups: A Qualitative Study of Human Resource Management Practices. Annals of Human Resource Management Research, 5(3), 641-651. doi:https://doi.org/10.35912/ahrmr.v5i3.2990

    Nguyen, T. H., Pham, L. H., & Nguyen, H. Q. T. (2025). Job Satisfaction, Work Performance, and Loyalty of Employees in Travel Agencies. Asian Journal of Business Research Volume, 15(2), 20-43. doi:https://doi.org/10.14707/ajbr.240193

    Priatmoko, S., Kabil, M., Purwoko, Y., & Dávid, L. D. (2021). Rethinking Sustainable Community-Based Tourism: A Villager’s Point of View and Case Study in Pampang Village, Indonesia. Sustainability, 13(6), 1-15. doi:https://doi.org/10.3390/su13063245

    Ren, Y.-S., Lu, L., & Han, Y.-G. (2022). Research Framework of Tourism Resources from a New Perspective of Tourism Resources. Journal of Natural Resources, 37(3), 551-567. doi:https://doi.org/10.31497/zrzyxb.20220301

    Riawan, D. (2025). The Effect of Workload and Work Stress on Employee Performance at Hotel Vertu & Yello Harmoni Central Jakarta. Jurnal ASIK: Jurnal Administrasi, Bisnis, Ilmu Manajemen & Kependidikan, 3(2), 78-43. doi:https://doi.org/10.59639/asik.v3i2.107

    Ribeiro, L., Gonçalves, E., & Guerra, R. (2020). The Importance of Qualification of the Human Resources in Tourism: A Study Applied to Travel Agents in Portugal. PASOS Revista de Turismo y Patrimonio Cultural, 18(4), 667-682. doi:https://doi.org/10.25145/j.pasos.2020.18.047

    Sawant, M., Biwal, A. K., & Ragde, R. (2020). A Study of the Current Retention Strategies Followed by Employers for Satisfying Employees of Travel Agencies/Tour Operators of Pune City, India. Euro-Asia Tourism Studies Journal, 1(1), 2-9. doi:https://doi.org/10.58345/qlym8750

    Setiawan, Y., Junaedi, A. T., & Chandra, T. (2021). Increasing Effect of Employee Work Ethics and Training on Employee Performance and Service Quality at PT XL Axiata Riau. Journal of Applied Business and Technology, 2(3), 194-205. doi:https://doi.org/10.35145/jabt.v2i3.76

    Susanto, H., Rosita, & Ardi, R. P. (2021). Analisis Modal Intelektual pada Inovasi Sektor Pariwisata di Yogyakarta. Jurnal Akuntansi dan Pajak, 22(1), 105-111. doi:https://doi.org/10.29040/jap.v22i1.2493

    Wardhana, Z. F., Sudiari, M., & Sengkey, F. (2024). The Strategic Role of Human Resource Management in the Tourism Industry. Jurnal Manajemen Pelayanan Hotel, 8(2), 394-410. doi:http://dx.doi.org/10.37484/jmph.080224

    Wurarah, R. N., Timotius, E., Sembiring, T. B., & Sadiartha, A. A. N. G. (2021). The Role of Employee Performance in the Tourism Hospitality Industry in Indonesia. Academy of Strategic Management Journal, 20(1), 1-11.

    Zhao, Y., Yang, J., Song, J., & Lu, Y. (2025). The Effects of Tourism Motivation and Perceived Value on Tourists’ Behavioral Intention Toward Forest Health Tourism: The Moderating Role of Attitude. Sustainability, 17(2), 1-27. doi:https://doi.org/10.3390/su17020713

  1. Achmad, F., Prambudia, Y., & Rumanti, A. A. (2023). Improving Tourism Industry Performance through Support System Facilities and Stakeholders: The Role of Environmental Dynamism. Sustainability, 15(5), 1-24. doi:https://doi.org/10.3390/su15054103
  2. Adula, M., Kant, S., & Birbirsa, Z. A. (2022). Systematic Literature Review on Human Resource Management Effect on Organization Performance. Annals of Human Resource Management Research, 2(2), 131-146. doi:https://doi.org/10.35912/ahrmr.v2i2.1418
  3. Armstrong, M., & Taylor, S. (2023). Armstrong's Handbook of Human Resource Management Practice: A Guide to the Theory and Practice of People Management. New York: Kogan Page Publishers.
  4. Baker, M. A. (2024). Sustainable Tourism Employment: A Comprehensive Overview of Tourism Employees’ Experience from a tourist-Employee Interaction Perspective. Journal of Hospitality and Tourism Management, 60, 228-238. doi:https://doi.org/10.1016/j.jhtm.2024.07.009
  5. Beqiri, T., & Trakaniqi, F. (2021). Impact of Human Resources Trainings and Knowledge Sharing in Travel Agencies. KNOWLEDGE-International Journal, 47(1), 165-169. doi:https://doi.org/10.35120/kij4701165b
  6. Buhalis, D., O’Connor, P., & Leung, R. (2023). Smart Hospitality: From Smart Cities and Smart Tourism Towards Agile Business Ecosystems in Networked Destinations. International Journal of Contemporary Hospitality Management, 35(1), 369-393. doi:https://doi.org/10.1108/IJCHM-04-2022-0497
  7. Canton, H. (2021). The Europa Directory of International Organizations 2021. New York: Routledge.
  8. Carter, M., & Carter, C. (2020). The Creative Business Model Canvas. Social Enterprise Journal, 16(2), 141-158. doi:https://doi.org/10.1108/SEJ-03-2019-0018
  9. Cave, J., & Dredge, D. (2021). Regenerative Tourism Needs Diverse Economic Practices. Tourism Geographies, 22(3), 503-513. doi:https://doi.org/10.1080/14616688.2020.1768434
  10. Fakieh, B., AL-Ghamdi, A. S. A.-M., & Ragab, M. (2022). The Effect of Utilizing Business Model Canvas on the Satisfaction of Operating Electronic Business. Complexity, 2022(1), 1-10. doi:https://doi.org/10.1155/2022/1649160
  11. Febrian, W. D. (2025). Determination Green Human Resource Management: Analysis Green Training, Green Behavior, Green Leadership, and Green Organizational Culture (Study Literature Review). Annals of Human Resource Management Research, 5(3), 167-179. doi:https://doi.org/10.35912/ahrmr.v5i3.3144
  12. Forelli, A., & Ordonez, D. (2025). Recruitment and Retention Challenges for Tourism and Hospitality Professionals: The Perspective of a Travel Industry Company Located in Mexico. Worldwide Hospitality and Tourism Themes, 17(6), 834-846. doi:https://doi.org/10.1108/WHATT-04-2025-0146
  13. Giotis, G., & Papadionysiou, E. (2022). The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature. Sustainability, 14(9), 1-20. doi:https://doi.org/10.3390/su14095182
  14. Girish, V., Lee, J.-Y., Lee, C.-K., & Olya, H. (2022). Smart Working in the Travel Agencies and Employees’ Quality of Life. Tourism Review, 77(4), 989-1008. doi:https://doi.org/10.1108/TR-09-2021-0409
  15. Harahap, A. S., & Yosepha, S. Y. (2025). Realities and Expectations of Young Indonesian Workers in Offshore Oil and Gas Industry. Annals of Human Resource Management Research, 5(2), 159-169. doi:https://doi.org/10.35912/ahrmr.v5i2.2992
  16. Hebl, W. I., Theis, I. P., Guisard, T., & Madera, J. M. (2026). The Hospitality & Tourism Frontline Employee: A Bibliometric Analysis. International journal of hospitality management, 133. doi:https://doi.org/10.1016/j.ijhm.2025.104451
  17. Hoang, G., Wilson-Evered, E., Lockstone-Binney, L., & Luu, T. T. (2021). Empowering Leadership in Hospitality and Tourism Management: A Systematic Literature Review. International Journal of Contemporary Hospitality Management, 33(12), 4182-4214. doi:https://doi.org/10.1108/IJCHM-03-2021-0323
  18. Hsieh, Y.-H., & Chuang, I.-C. (2020). Evaluation of Key Factors for Service Experience: A Comparison of Tourism Factories and International Tourism Hotels. Tourism Economics, 26(3), 404-436. doi:https://doi.org/10.1177/1354816619840099
  19. Huang, L., Chang, K.-Y., & Yeh, Y.-C. (2020). How Can Travel Agencies Create Sustainable Competitive Advantages? Perspective on Employee Role Stress and Initiative Behavior. Sustainability, 12(11), 1-15. doi:https://doi.org/10.3390/su12114557
  20. Hudson, S., & Hudson, L. (2025). Customer Service for Hospitality and Tourism. Oxford: Goodfellow Publishers.
  21. Lamare, A., & Kumar, A. (2025). The Impact of Automation on the Employment Structure of Travel Agencies and Tour Operators in Shillong. Proceedings of the 2nd International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2025), 343, 27-40. doi:https://doi.org/10.2991/978-94-6463-799-1_4
  22. Lee, J. Y., Rocco, T. S., & Shuck, B. (2020). What is a Resource: Toward a Taxonomy of Resources for Employee Engagement. Human resource development review, 19(1), 5-38. doi:https://doi.org/10.1177/1534484319853100
  23. Maidy, E., & Dirbawanto, N. D. (2022). Analisis Penerapan Rotasi Kerja dalam Pengembangan Kinerja Karyawan PT Bank Central Asia Tbk - KCU Medan. Journal Of Social Research, 1(8), 877-886. doi:https://doi.org/10.55324/josr.v1i8.178
  24. Manurung, G. G., Yana, M. T., Anesha, S., & Zuriana, K. Z. (2025). Meningkatkan Manajemen SDM sebagai Faktor Keunggulan Kompetitif dalam Pariwisata dan Industri Perhotelan. Jurnal Pariwisata dan Perhotelan, 2(2), 1-12. doi:https://doi.org/10.47134/pjpp.v2i2.3389
  25. Matovi?, I. M., & ?urkovi?, J. V. (2020). Contemporary Trends in Human Resource Management in Travel Agencies. Tourism International Scientific Conference Vrnja?ka Banja-TISC, 5(1), 248-263.
  26. Mulyadi, Sumardin, Sari, D. P., Sabri, & Sudianto. (2025). Exploring Employee Retention Strategies in Indonesian Startups: A Qualitative Study of Human Resource Management Practices. Annals of Human Resource Management Research, 5(3), 641-651. doi:https://doi.org/10.35912/ahrmr.v5i3.2990
  27. Nguyen, T. H., Pham, L. H., & Nguyen, H. Q. T. (2025). Job Satisfaction, Work Performance, and Loyalty of Employees in Travel Agencies. Asian Journal of Business Research Volume, 15(2), 20-43. doi:https://doi.org/10.14707/ajbr.240193
  28. Priatmoko, S., Kabil, M., Purwoko, Y., & Dávid, L. D. (2021). Rethinking Sustainable Community-Based Tourism: A Villager’s Point of View and Case Study in Pampang Village, Indonesia. Sustainability, 13(6), 1-15. doi:https://doi.org/10.3390/su13063245
  29. Ren, Y.-S., Lu, L., & Han, Y.-G. (2022). Research Framework of Tourism Resources from a New Perspective of Tourism Resources. Journal of Natural Resources, 37(3), 551-567. doi:https://doi.org/10.31497/zrzyxb.20220301
  30. Riawan, D. (2025). The Effect of Workload and Work Stress on Employee Performance at Hotel Vertu & Yello Harmoni Central Jakarta. Jurnal ASIK: Jurnal Administrasi, Bisnis, Ilmu Manajemen & Kependidikan, 3(2), 78-43. doi:https://doi.org/10.59639/asik.v3i2.107
  31. Ribeiro, L., Gonçalves, E., & Guerra, R. (2020). The Importance of Qualification of the Human Resources in Tourism: A Study Applied to Travel Agents in Portugal. PASOS Revista de Turismo y Patrimonio Cultural, 18(4), 667-682. doi:https://doi.org/10.25145/j.pasos.2020.18.047
  32. Sawant, M., Biwal, A. K., & Ragde, R. (2020). A Study of the Current Retention Strategies Followed by Employers for Satisfying Employees of Travel Agencies/Tour Operators of Pune City, India. Euro-Asia Tourism Studies Journal, 1(1), 2-9. doi:https://doi.org/10.58345/qlym8750
  33. Setiawan, Y., Junaedi, A. T., & Chandra, T. (2021). Increasing Effect of Employee Work Ethics and Training on Employee Performance and Service Quality at PT XL Axiata Riau. Journal of Applied Business and Technology, 2(3), 194-205. doi:https://doi.org/10.35145/jabt.v2i3.76
  34. Susanto, H., Rosita, & Ardi, R. P. (2021). Analisis Modal Intelektual pada Inovasi Sektor Pariwisata di Yogyakarta. Jurnal Akuntansi dan Pajak, 22(1), 105-111. doi:https://doi.org/10.29040/jap.v22i1.2493
  35. Wardhana, Z. F., Sudiari, M., & Sengkey, F. (2024). The Strategic Role of Human Resource Management in the Tourism Industry. Jurnal Manajemen Pelayanan Hotel, 8(2), 394-410. doi:http://dx.doi.org/10.37484/jmph.080224
  36. Wurarah, R. N., Timotius, E., Sembiring, T. B., & Sadiartha, A. A. N. G. (2021). The Role of Employee Performance in the Tourism Hospitality Industry in Indonesia. Academy of Strategic Management Journal, 20(1), 1-11.
  37. Zhao, Y., Yang, J., Song, J., & Lu, Y. (2025). The Effects of Tourism Motivation and Perceived Value on Tourists’ Behavioral Intention Toward Forest Health Tourism: The Moderating Role of Attitude. Sustainability, 17(2), 1-27. doi:https://doi.org/10.3390/su17020713