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This paper discusses a unique business model of eatery recommender system based on local knowledge using mobile platform. The business model is developed to define the business concept of the innovation which is a rural innovation involving multiple entities (locals, eatery owners and users who are searching for eatery). The innovation highlights on local knowledge crowdsourced from the participation of locals through gamification activities included in the mobile app. In achieving the aim, the design science methodology was adapted in this study which consists of 4 phases: (i) Awareness of Problem, (ii) Suggestion, (iii) Evaluation, and (iv) Conclusion. The proposed business model was developed through a few activities including literature review, comparative study dan preliminary study. Then, the study continued with developing a prototype known as Makan@Local Chatok (M@LC) app and evaluated the app in terms of its usability aspects. Results from the usability testing concludes that the app is perceived as easy to use. It was also found that the proposed business model has been well-accepted by users. In conclusion, it is hoped that this study will not only demonstrate the potential and impact of mobile eatery recommendation system using local knowledge, but also provide a capstone on business research in the field of tourism industry.

Makan@Local Chatok: Mobile Eatery Recommendation System Based on Local Knowledge