Towards an Innovative Ecotourism Business Model Framework

Abstract

The authors have studied in depth small, family-owned, fish farming company because the demand and competition for farmed fish is increasing worldwide, and so is the awareness of its importance for further development of sustainable small business in EU and wider. This chapter contributes to the literature on sustainable business models with a descriptive case study of the complementarity of a fish farming company and ecotourism activities. In this view, innovation is crucial to promote sustainable business models that can achieve a solid economic performance, social responsibility, and at the same time take care of the natural environment. The case study of a sustainable business model (BM) in aquaculture has been analyzed with the use of a business model canvas that links various organizational-oriented elements of a business model with different stakeholder needs, especially customer needs.