“…It is thus suggested that all businesses seeking to engage in sustainable practice can benefit from indigenous knowledge and approaches to ensure cohesive, holistic and impactful implementation (Carr, 2020; Spiller, Erakovic, et al, 2011; Verbos & Humphries, 2015). While many authors have explored Māori indigenous entrepreneurship and the integration of cultural values (e.g., Amoamo, Ruckstuhl, & Ruwhiu, 2018; Awatere et al, 2017; Bargh, 2012; Mika, Smith, et al, 2019; Mrabure et al, 2018; Ruwhiu et al, 2018), as well as Māori tourism development (e.g., Amoamo, 2007; McIntosh et al, 2004; Ringham et al, 2016; Spiller, 2010), it is still unknown how economic, cultural and environmental long-term wellbeing (the three pillars of sustainability) are practised and balanced within Māori tourism businesses organisations, and if (and to what extent) this represents a conflict between indigenous values and capital focused systems.…”