Co-Creation of Sustainable Tourism and Hospitality Experiences: Education and Organizations in Search of New Business Models

Abstract

Sustainability is and will be very closely linked to the development of tourism in the future. It is the most important trend shaping the sector, and it will continue to determine travelers’ preferences and motivations in the period after COVID-19. It is important that tourism destinations and the stakeholders work together to enhance their resources sustainably through valuing the socio-cultural authenticity of communities, preserving biodiversity, and also ensuring the social well-being and economic security of destinations. Destinations need to work closely with entrepreneurs to better understand their current challenges. Investment in sustainable practices and products must be part of the new business models and provide competitive advantages for all stakeholders. The time we are living in is crucial, and it is a unique opportunity to rethink the sector from the perspective of a more sustainable, safer, and technological future that favors a circular economy model. This work follows the development of a methodology using the Demola Model, collaborated by a higher education institution and a hotel, to seek an investment in a new product driven by a clear commitment to sustainability. With a methodology composed of the application of different tools, namely design research, observations/visits, interviews, benchmarking, speculative design, future scenarios, among others, we have sought to understand the main markets and contexts around the world and explore alternative opportunities and action plans. Aqua Village Health Resort & Spa (Portugal) was selected as a partner for this collaborative work. The final project presented was the creation of a restaurant linked to the sustainable concept and cooking based on fire, located on the riverbank and in the water: Aquafire—Underwater Food Experience.