Collaborative marketing for the sustainable development of community-based tourism enterprises: a reconciliation of diverse perspectives

Social Business Model and Sharing Economy for Community-Based Tourism Development: A Case Study of Lisinia Doğa

“…CBTEs, as an economic-based and entrepreneurship-oriented business model, priorities community values in the business activities and it is usually considered for the empowerment of sustainable tourism development (Ngo et al, 2018). CBTEs (Spenceley, 2008;Zapata, Hall, Lindo, & Vanderschaeghe, 2011) have three principles: local community members' ownership of the business; full community involvement in the business management and operation; and the community as the main beneficiary from the business.…”

“…However, in CBT studies, researchers mostly focus on the roles of stakeholders who can create resource and operate CBT initiatives. In particular, these stakeholders include agencies from public and private industries, for-profit and non-profit businesses, non-governmental organizations that create resources to partake community stakeholders in tourism (Okazaki, 2008;Stronza & Gordillo, 2008Jamal & Gerz, 1995Ngo et al, 2018;Simpson, 2008). However, the place of community individuals in CBT research is very limited.…”

“…Hence, in this study, we investigate how boundary objects embedded in the social business model of a case study of a community based tourism enterprise (CBTE) creates a sharing economy. Creating a fit among profitmaking goals with social objectives is also a key strategy behind the success of community based tourism enterprises and initiatives (Simpson, 2008;Ngo, Hales, & Lohmann, 2018;Franzidis, 2018;Poon, 2011). CBTEs, as an economic-based and entrepreneurship-oriented initiative, are generally viewed for the purpose of enhancing sustainable tourism development (Ngo et al, 2018).…”

“…Creating a fit among profitmaking goals with social objectives is also a key strategy behind the success of community based tourism enterprises and initiatives (Simpson, 2008;Ngo, Hales, & Lohmann, 2018;Franzidis, 2018;Poon, 2011). CBTEs, as an economic-based and entrepreneurship-oriented initiative, are generally viewed for the purpose of enhancing sustainable tourism development (Ngo et al, 2018). While community based tourism at different entrepreneurial levels has proven beneficial and is captivating academic attention (Simpson, 2008;Ngo et al, 2018;Bertella and Romanelli, 2018;Matilainen et al, 2018), studies fall short explaining how CBT can be practiced and sustained at the entrepreneurial level.…”

“…CBTEs, as an economic-based and entrepreneurship-oriented initiative, are generally viewed for the purpose of enhancing sustainable tourism development (Ngo et al, 2018). While community based tourism at different entrepreneurial levels has proven beneficial and is captivating academic attention (Simpson, 2008;Ngo et al, 2018;Bertella and Romanelli, 2018;Matilainen et al, 2018), studies fall short explaining how CBT can be practiced and sustained at the entrepreneurial level. Hence, we need operationalisable mechanisms, as reminded by Mowete and Thapa (2015) and such a management model provided by Rodriquez and Prideaux (2017), to better guide the actors in the involvement of the community individuals benefiting especially its socio-economic capital.…”