Nature-based tourism: Perceptions of sustainability and innovation in business models

This study seeks to understand the perceptions of NBT entrepreneurs, public institutions, and an NGO on the importance of sustainability and innovation in the business models (BM) of NBT companies and how these assets contribute to competitiveness and long-term business/resilience. An exploratory qualitative research design was used through an inductive approach. Seventeen semi-structured interviews were conducted.The results reveal different perceptions between NBT entrepreneurs, public institutions and NGO on the topics covered. This study extends the existing body of research on NBT ISBMs. It proposes a framework for an innovative sustainable business model (ISBM) for NBT.