Abstract
The authors have studied in depth small, family-owned, fish farming company because the demand and competition for farmed fish is increasing worldwide, and so is the awareness of its importance for further development of sustainable small business in EU and wider. This chapter contributes to the literature on sustainable business models with a descriptive case study of the complementarity of a fish farming company and ecotourism activities. In this view, innovation is crucial to promote sustainable business models that can achieve a solid economic performance, social responsibility, and at the same time take care of the natural environment. The case study of a sustainable business model (BM) in aquaculture has been analyzed with the use of a business model canvas that links various organizational-oriented elements of a business model with different stakeholder needs, especially customer needs.
TopBackground
We are witnessing a continuing trend of growth in the world tourism, tourists are travelling more, cover longer distances and spend more money for leisure. Revenues from tourism industry rise, but it often occurs that destination’s environment suffers, and inhabitants are facing situations of cultural, economic and ecological impoverishment. Mass tourism is connected with many negative implications, so alternative forms of tourism have been developed globally. Therefore, tourism development planners should think about innovative approaches that will not endanger the quality of life of the inhabitants and the future of the tourism destination. Tools that they have at their disposal are regulation, information, zoning, etc. Sound policy and strategies should lead the ecotourism industry, as it is important to know which values we want to enforce, e.g. safeguarding cultural and natural heritage, ethical management of employees, and protecting local community. Development and conservation have to be planned in a balanced way, to avoid unwanted impacts.
Mihalič (2003) summarizes that environmental economic theories attribute ecological damage to different causes: system theories (market or state failure), growth theories (population or economic growth), and behavioural theories (absence of environmental ethics or environmental ignorance). Further she says (ibid.) that the main reason why environmental problems arise comes from the »fact that the environment is cost-free, which leads to its excessive exploitation and degradation«. In order to deal with system causes we can establish environmental taxes, subsidies, start negotiations, give concessions, provide public investments, demand fees and contributions, or enforce prohibitions, licences and environmental standards. Instruments for regulating tourism growth are pollution certificates, certificates for use of the environment for tourism purposes, and tourist certificates. But we can also plan carrying capacity, and develop instruments to avoid seasonality of tourism. As behaviour-based instruments we could use various kinds of environmental labelling. (Mihalič 2003).
Key Terms in this Chapter
Ecotourism: An intrinsic, participatory and learning-based experience which is focused principally on the natural history of a region, along with other associated features of the man-land nexus.
Storytelling: Describes the social and cultural activity of sharing stories, sometimes with improvisation, theatrics, or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation or instilling moral values.
Co-Branding: Marketing strategy that involves strategic alliance of multiple brand names jointly used on single product or service.
Tourist: A person that makes a tour for pleasure or culture.
Aquaculture: Also known as aquafarming, is the farming of fish, crustaceans, mollusks, aquatic plants, algae, and other organisms.
Business model: A business model describes the rationale of how an organization creates, delivers, and captures value, in economic, social, cultural, or other contexts.
Tourism: The practice of traveling for recreation and/or the guidance or management of tourists.