The Coextension of Food and Tourism Business Models

Abstract

Based on a qualitative study of 46 small food enterprises, this article establishes a typology of 11 business models that capture value in different ways. The business models position the enterprises and their innovation endeavor in a continuum between tradition and modernity. The coextension with tourism value propositions is examined, and prospects are particularly immanent in the following business models, which are identified in the study: Food as experience, Value chain remodeling, Genuinely authentic, and Collaboration with the active prosumer. However progressively, tourism consumption can also be the driving force for: The trademark, the SDG profile, the VIP club, and Research-based food production. Three models offer less opportunity for food tourism: Re- and upcycling, Franchised growth, and Born globals. The study illuminates the plasticity of food production business models. The article contributes with insights for business actors and marketeers in food and tourism as well as for policy makers.