INCLUSIVE BUSINESS MODEL INNOVATION IN COMMUNITY BASED HERITAGE TOURISM: A CASE STUDY OF HERITAGE WALKING TOURS IN SURABAYA USING THE FLOURISHING BUSINESS CANVAS

Abstract

Global economic fragmentation has heightened attention to inclusive and sustainable business models across
industries, including tourism. While social entrepreneurship has been widely discussed in prior research, much
of the literature has remained centered on small traditional enterprises, leaving community-based initiatives
built around local heritage and experience relatively underexplored. This study examines the business model
development of a community-based heritage walking tour in Surabaya, Indonesia, using a qualitative single
case study design. The case was selected because it represents a grassroots initiative that seeks to preserve local
culture while also generating economic value. Data were drawn from publicly available sources, including
social media content, community publications, and user-generated interactions. The analysis is informed by
the Flourishing Business Canvas (FBC), which offers a holistic lens for assessing economic, social, and
environmental value creation. The findings suggest that the community has developed in ways that resemble
an emerging social enterprise, with revenue-generating activities closely linked to social objectives such as
heritage preservation and local empowerment. The study also shows that digital platforms play an enabling
role by broadening access and supporting wider participation. This study contributes to strategic management
research by illustrating how grassroots community initiatives can evolve into sustainable and inclusive business
models while retaining their core social purpose. It also highlights the relevance of the Flourishing Business
Canvas as a practical framework for analyzing community-based social enterprises.