Systems thinking and alternative business model for responsible tourist destination

Abstract

Purpose – Providing a new approach to the destination management oriented on the social responsibility and keeping the interests of local community at the forefront of tourism development. The paper aims to discuss these issues. Design/methodology/approach – Key concepts from systems theory, stakeholder management and social enterprises theories are rethought from the perspective of tourist destination. Main characteristics of the model of community-based organisational structure are identified as well as demands for socially responsible practices and a case study method is used for holistic and in-depth analysis on a real community-based tourism enterprise (CBTE). Findings – The paper proposed innovative socially responsible organisational business model aiming to serve the interests of local community. Interlinking the economic and social objectives in managing the tourist offer on destination level is the critical issue when cooperation of various stakeholders is concerned. Originality/value – The paper provides new insight on organising the tourism offer in the destination by using CBTE model. Findings might give impetus for new lines of research oriented on socially sustainable organisational models for responsible destinations. Recommendations suggested by the paper can be used in designing new destination management organisations oriented on developing community-based tourism practices in socially responsible manner.