The article sheds light on how ecotourism can be organized in Southern Africa using newer business models as the point of reference. Using chaos theory, the resource based view and dynamic competencies as theoretical basis, the article illustrates how firms within ecotourism can find new ways of organizingas means to become more competitive given a more dynamic and turbulent business environment. We build an innovation model illustrating how it is possible to use radical steps in marketing using spiritual ecotourism in developing countries as the empirical setting. Our methodological position is within the postmodern perspective. It also incorporates elements from the interpretive perspective.Keywords: Southern Africa, Developing economics, Ecotourism, Spirituality, Chaos theory, The resource point of view, Dynamic capabilities
Problem DefinitionWe ask: How is it possible to support ecotourism with a focus on spiritual entrepreneurship in developing countries. We use Southern Africa as the empirical setting. In order to address the research question we draw on three complementary theoretical lenses: chaos theory, the resource-based view, and dynamic capabilities.