Developing Business Model Innovation: a Case Study of SMEs Travel Agency

This research aims to evaluate that how small and medium-sized enterprises (SMEs) travel agency in Taiwan build up marketplace by assessing the existing business model. Therefore, the study investigated the performance of the case study of SMEs by business model generation canvas. The qualitative method of interview was applied. Thematic analysis was used to analyse the data for interviewee group; that was, 3 respondents who worked in this case by using semi-structured interviews. The results indicated that first; the concept of business model can assist an entrepreneur to find the core value of an organization, as well as to generate innovative ideas for the business. Second, SMEs travel agency should develop marketplace in the special interest tourism (SIT) and create unique customer value proposition (CVP).