NS34 Session 20

 

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Title: Sustainable Business Models in Tourism and Hospitality: Circularity, Resilience, Governance
 and Impact

Organisers: Kelsey M. Johansen, Aylin Poroy Arsoy, Juanita Blue

Affiliation: Natural Resources Institute Finland, Bursa Uludag University, Atlantic Technological
University 

 

Description

 

Abstracts

Title: Virtual Nature Tourism as a Circular Business Model Innovation: Insights from the VERNE Pilot in Finland
Authors: Kelsey Johansen, Natural Resources Institute Finland, Tuomas Kari, and Liisa Tyrväinen

Tourism systems are under pressure to transition towards sustainable, resilient, and circular models, in response to climate change, resource constraints, and growing societal accountability expectations (Bramwell et al., 2017; Gössling et al., 2021; Gusmerotti et al., 2024; Manniche et al., 2021). Digitalisation and virtualisation are emerging as promising pathways for reconfiguring tourism experiences, providing memorable and meaningful experiences that reduce environmental impacts, support wellbeing, and deliver environmental and sustainability messaging (Jokom et al, 2025; Kari et al., 2024; Peruzzini et al., 2023; Singh & Kaunert, 2025; Stappung et al., 2023).

Virtual tourism has evolved from a marketing and pre-visit tool into a means of delivering and reshaping immersive experiences that supports sustainability transitions (Beck et al., 2019; Talwar et al., 2022). Within nature-based tourism (NBT), virtual experiences foster environmental awareness, support pro-environmental behaviour, and provide accessible, low-impact alternatives or complements to physical visitation, reducing pressure on sensitive ecosystems (Ball, 2023; Su et al., 2024). However, as virtual NBT becomes part of hybrid digital–physical systems, significant methodological, theoretical, and conceptual gaps remain (Bafadhal et al., 2025; Yung & Kshoo-Lattimore, 2017).

This study presents conceptual insights from a Finnish virtual NBT pilot in Nuuksio National Park, an outdoor recreation and NBT destination near Helsinki characterised by forested landscapes, pristine lakes, and proximate wilderness. As part of the EU-funded VERNE-project (2024-2027), the pilot examines how immersive virtual NBT can complement, substitute, or enhance physical tourism, reducing carbon emissions, alleviating pressure on sensitive ecosystems, and broadening accessibility. Positioned at the intersection of circular economy principles (Gusmerotti et al., 2024), sustainable business model innovation (Bocken et al., 2014), and regenerative tourism (Bellato et al., 2023), this work-in-progress highlights the potential of hybrid digital-physical tourism models to support more inclusive, circular and regenerative tourism futures.

Keywords: Virtual nature-based tourism; digitalization in tourism; Sustainable business models; circularity, immersive experiences

References

Bafadhal, A.S., Anuar, F.I. & Hanafiah, M.H. (2025). Parkgoers go to the virtual park: a classification framework, systematic review, and future tourism research agenda. Cogent Social Sciences, 11(1), 2454356. https://doi.org/10.1080/23311886.2025.2454356

Ball, C. (2023). The effects of nature-based travel in virtual reality: The role of spatial presence and narrative engagement. Cyberpsychology, Behavior, and Social Networking, 26(9), 679-685. https://doi.org/10.1089/cyber.2022.0240

Beck, J., Rainoldi, M., & Egger, R. (2019). Virtual reality in tourism: A state-of-the-art review. Tourism Review, 74(3), 586–612. https://doi.org/10.1108/TR-03-2017-0049

Bellato, L., Frantzeskaki, N., & Nygaard, C. A. (2023). Regenerative tourism: A conceptual framework leveraging theory and practice. Tourism Geographies, 25(4), 1026–1046. https://doi.org/10.1080/14616688.2022.2044376

Bocken, N. M. P., Short, S. W., Rana, P. & Evans, S. (2014). A literature and practice review to develop sustainable business model archetypes. Journal of Cleaner Production, 65, 42–56. https://doi.org/10.1016/j.jclepro.2013.11.039

Bramwell, B., Higham, J., Lane, B., & Miller, G. (2017). Twenty-five years of sustainable tourism and the Journal of Sustainable Tourism: Looking back and moving forward. Journal of Sustainable Tourism, 25(1), 1–9. https://doi.org/10.1080/09669582.2017.1251689

Chen, SH. & Kwok, A.O.J. (2024). Understanding How Virtual 360-Degree Videos Generate Behavioral Intention to Visit Projected Destinations. In: Rau, PL.P. (eds) Cross-Cultural Design. HCII 2024. Lecture Notes in Computer Science, 14700. Springer, Cham. https://doi.org/10.1007/978-3-031-60901-5_2

Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708

Gusmerotti, N. M., Carlesi, S., Iannuzzi, T., & Testa, F. (2024). The role of tourism in boosting circular transition: a measurement system based on a participatory approach. Journal of Sustainable Tourism, 32(5), 961–985. https://doi.org/10.1080/09669582.2023.2190056

Jokom, R., Semuel, H., & Wijaya, S. (2025). Sustainable tourism experiences: The role of digital technology and government support in creating tourists’ memorable experiences. Cogent Business & Management, 12(1), Article 2482026. https://doi.org/10.1080/23311975.2025.2482026

Kari, T., Ojala, A., Kurkilahti, M., & Tyrväinen, L. (2024). Comparison between three different delivery technologies of virtual nature on psychological state related to general stress recovery: An experimental study. Journal of Environmental Psychology, 100, 102452. https://doi.org/10.1016/j.jenvp.2024.102452

Manniche, J., Larsen, K. T., & Broegaard, R. B. (2021). The circular economy in tourism: transition perspectives for business and research. Scandinavian Journal of Hospitality and Tourism, 21(3), 247–264. https://doi.org/10.1080/15022250.2021.1921020

Peruzzini, M., Cavallaro, S., Grandi, F., Martinelli, E. & De Canio, F. (2023). Exploring how to use virtual tours to create an interactive customer remote experience. Journal of Industrial Information Integration, 35, 100509. https://doi.org/10.1016/j.jii.2023.100509

Pop, A.M., Marian-Potra, A.C., Hognogi, G.G. & Someșfălean, T. (2025) Connecting virtual tours with their tourists through immersive triggers, Current Issues in Tourism, 28(20), 3319-3336. https://doi.org/10.1080/13683500.2024.2392757

Singh, B. & Kaunert, C. (2025). Mixing Virtual Reality for Environmental Conservation in Tourist Spots: Hitching Biodiversity Sustainable Tourism for Regenerative Preservation Management. In P. Nakpathom, K. Kankaew, K. Pitchayadejanant, M. Vladimirovna, & E. Rotai (Eds.), Harnessing Biodiversity Tourism for Regenerative Conservation Management (pp. 165-186). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-8232-5.ch007

Stappung, Y., Aliaga, C., Cartes, J., Jego, L., Reyes-Suárez, J. A., Barriga, N. A., & Besoain, F. (2023). Developing 360° Virtual Tours for Promoting Tourism in Natural Parks in Chile. Sustainability, 15(22), 16043. https://doi.org/10.3390/su152216043

Talwar, S., Kaur, P., Escobar, O. & Lan, S. (2022) Virtual reality tourism to satisfy wanderlust without wandering. Journal of Business Research, 152, 128–143. https://doi.org/10.1016/j.jbusres.2022.07.032

Yung, R., & Khoo-Lattimore, C. (2019). New realities: A systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056–2081. https://doi.org/10.1080/13683500.2017.1417359

 

Title: Transitioning to Circular Food Systems in Tourism: A Sustainable Business Model Approach from Pomurje
Authors: Aylin Poroy Arsoy, Bursa Uludag University, Padraig Gallagher, Elif Yucel, and Janja Viher

This study presents the sustainable business model developed for the pilot project implemented in the Pomurje region of Slovenia as part of the VERNE – The One-Stop-Shop of Accessible Circular Solutions for Sustainable Tourism project. The primary objective of the study is to develop a circular gastronomy ecosystem that reduces food waste and generates added value by integrating local producers, the HORECA sector, and consumers through the ZeroNET digital marketplace and a zero-emission logistics system.

The process of developing a sustainable business model for the pilot region is based on a phased and integrated methodology. In the first phase, stakeholders were reclassified and prioritized according to their level of importance; subsequently, the destination’s current status was assessed using PESTLE, Porter’s Five Forces, SWOT-CAME, and competitor analysis. Based on the findings from these analyses and interviews with stakeholders, a Three-Layer Business Model Canvas (TLBMC) encompassing economic, environmental, and social dimensions was developed, and interactions and conflicts between the layers were analyzed. In the final phase, this framework was transformed into a comprehensive, implementation-ready sustainable business model, resulting in the creation of an action plan.

The findings indicate that value in the Pomurje pilot primarily emerges through coordination, digital integration, and stakeholder collaboration. However, financial sustainability, stakeholder alignment, and digital capacity gaps were identified as significant challenges. The study presents a practical model for integrating circular economy principles into tourism destinations and offers guiding insights for policymakers and practitioners in the context of sustainable tourism and regional resilience.

Acknowledgement: This study is supported by VERNE project which is funded by the European Union’s Horizon Europe programme under grant agreement No 101181941. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Commission. Neither the European Union nor the granting authority can be held responsible for them.

 

Title: Explore Engage Enjoy? - First Insights from a Food and Nature Intervention that Want the Tourists to Learn – and Give Back Something
Authors: Bent Egberg Mikkelsen, ULUND, Josefine Östrup Backe, and Michael Johansson

Over the past years new approaches to developing tourism in a way that is not only growth oriented but is taking a critical “limits to growth” approach has emerged. Approaches that has been discussed from theoretical positions contributions with less more grounded and practical insights on implementation available. So question is how can more regenerative approaches be developed and tested in practice? By the local community or by researchers? Or maybe the two in combination? In the VERNE Bornholmer Pilot study we have been having the opportunity to create an action research oriented community of practice – a virtual greenhouse where new regenerative ideas and solutions in the domain of food are growing and are being tested. The aim is to discuss the potential of an action research dialogue oriented co-creative pathway. We took a the Multi Actor Approach as a point of departure and organized the process as a researcher-led Community of Practice. We based the research design on the principles of Action Research and a qualitative data collection strategy based on open ended interviews with key stakeholders. Results so far suggests that for an effective change effective alliance to emerge between researchers and local practioners a range of different criteria are to be met. Important factors we find are trust, time, resources and a mix of participatory methodologies. In the process so far we have good experience in “taking our time”. Key requirements to success relates to: Propper identification of stakeholders. Good situational mapping of the structural context. Rigorous engagement of stakeholders. Efficient demonstration of the “Whats in it for me” value proposition. Right choice of organisational setup. Propper delivery of visibility & outreach.

 

Title: EcoSmart Hospitality: A Green and Digital Competence Framework and Readiness Assessment for Sustainable and Resilient SMEs
Authors: Tara Doherty, Atlantic Technological University, Ciaran O'hAnnrachain, and Juanita Blue

The European hospitality sector, largely composed of small and medium-sized enterprises (SMEs), is undergoing a dual transition driven by digitalisation and sustainability imperatives. Yet many SMEs face barriers in adopting digital tools, implementing sustainable practices and building resilience amid economic and environmental disruption. In response, the EU-funded Erasmus+ EcoSmart Hospitality project has developed an integrated approach to support vocational education and training (VET) and SMEs through Environmental, Social and Governance (ESG) principles.

The project combines three innovations: 1) a Green and Digital Competence Framework tailored to hospitality; 2) modular training resources based on a Train-the-Trainer model; and 3) a Digital Readiness and Sustainability Assessment Tool to evaluate SME maturity. The framework operationalises GreenComp, EntreComp and DigComp within hospitality operations, integrating entrepreneurial and resilience-oriented capabilities. It is informed by 27 semi-structured interviews with academics, VET educators, sector experts and hospitality representatives, identifying priorities and training gaps.

The sector-specific model enables SMEs to assess ESG maturity, strengthen digital and green capabilities, improve resilience and translate sustainability goals into practical operational actions. DigComp informs digital readiness and data use; GreenComp supports environmental responsibility, circular resource use and sustainability-oriented values; while EntreComp introduces opportunity recognition, innovation and resilience. Together, these are adapted into ESG dimensions connecting environmental performance, social capacity and governance maturity.

By linking assessment outcomes to targeted resources and a knowledge-sharing platform, EcoSmart creates an ecosystem for continuous learning and improvement. It offers a scalable model for sustainable, digitally enabled and resilient hospitality practice across European tourism and service sectors.

 

Title: The Quest for Sustainability in Hotels
Authors: Magnús Ásgeirsson, Háskóli Íslands, and Gunnar Þór Jóhannesson

In a rapidly changing tourism landscape characterized by environmental challenges and increasing expectations for corporate responsibility, hospitality businesses are increasingly expected to contribute positively to sustainable development. Within this context, service quality and corporate reputation function not only as indicators of competitiveness but also as pathways through which tourism organizations can act as active agents for good.

This study examines how sustainability-related attributes, particularly environmental and social responsibility, interact with service quality to shape hotel reputation. Emphasis is placed on the distinction between guests’ pre‑booking perceptions of sustainability importance and their post‑stay evaluations of actual sustainability performance. A quantitative research design was employed, based on survey data from 1,487 guests staying at nine hotels belonging to the same hotel chain in downtown Reykjavík, Iceland, during the summer of 2023.

The results indicate that while sustainability attributes are not among the most important factors in guests’ booking decisions, sustainability performance experienced during the stay has a strong and statistically significant positive effect on perceived hotel reputation. Alongside sustainability performance, other key drivers of reputation include perceived value for money, hotel and room comfort, quality of facilities, and employee service performance.

The findings suggest that hotels contribute most effectively as agents for good not through symbolic commitments to sustainability, but through the integration of visible and tangible sustainable practices into everyday service delivery. Sustainability thus emerges as a latent yet influential driver of reputation, shaping post‑consumption evaluations even when it is not a primary motivation for choice. The study contributes to debates on sustainable tourism by demonstrating how hospitality firms can operationalize responsibility and embed sustainability within service quality to support positive tourism development in a changing world.

Keywords: Hospitality, Service Quality, Sustainability, Environment, Reputation

 

Title: Success at a Cost: Hard Lessons from Tromsø - Soft Policy Responses
Author: Per Kåre Jakobsen, UiT The Arctic University of Norway

How can tourism destinations better balance short-term volume growth with the achievement of longer-term social and environmental goals? This work-in-progress study examines the combined effects of an ongoing, massive tourism growth, and active public policy and politics on value creation processes within the field of nature-based tourism in Northern-Norway.

Using Tromsø, as a case study and point of departure, this study is initiated from the observation that significant increases in visitation - arguably a success from a narrow marketing perspective - also entail substantial social and environmental costs. At the same time, public policy institutions provide a range of instruments and incentives aimed at fostering sustainable development and innovation.

It is questioned whether these dynamics jointly reshape how actors across the regional tourism system perceive the concepts of value and value creation, and whether this leads to an emergence of new, improved business models in use.

Furthermore, this study will explore related thematic areas such as the growth syndrome, social entrepreneurship, responsible tourism and marketing, stakeholder interests, social well-being, macro- and micro-level perspectives and public - private cooperation.

The study will adopt a qualitative case study approach, relying on document analysis and interviews.

 

Title: Turning Theory into Workable Models: Regenerative Tourism Model for the Public Sector and Regenerative Tourism Public–Private Partnership (PPP) Business Model
Authors: Daisy Silvennoinen, Karelia University of Applied Sciences, Keijo Koskinen, and Dr. Tarja Kupiainen

Regenerative tourism marks a fundamental shift in how destinations, particularly those guided by public‑sector tourism systems, approach sustainability, community wellbeing, and long‑term resilience. Research highlights that regenerative tourism should be rooted in community development, equitable partnerships, and capacity building—especially in rural and Nordic contexts. (Norreg 2025, Aquino et al. 2024). Public authorities across Europe are also moving toward regenerative principles, with EU policy agendas increasingly encouraging this shift. (Bartolozzi 2026).

The major actors in tackling the shift are both public and private sector, whose cooperation is essential. The challenge lies in effectively introducing, enhancing capacity and integrating regenerative practices. Within Northern Periphery and Arctic Regenerate Initiative (NPA Regenerate), the Regenerative Tourism Model for the Public Sector and the Regenerative Tourism Public–Private Partnership (PPP) Business Model provide practical tools that enable local, regional, and national authorities:

• Build regenerative governance structures that align policy, planning and implementation;
• Strengthen capacity and shared learning across actors;
• Apply participatory methods that ensure influence and co‑design;
• Support entrepreneurs;
• Advance long‑term ecological and socio‑cultural regeneration as core development goals; and
• Introduce evaluation systems that go beyond conventional Key Performance Indicators (KPIs) to assess regenerative impact.

This Model combines NPA REGENERATE project, Nordic regenerative tourism research, EU policy frameworks, and practical case examples to present a comprehensive and actionable model for governments and Public-Private Partnership (PPP) actors.

 

Title: Food for Thought: Reflections on Food Waste Reduction in Independent Restaurants
Authors: Adam Jones, School of Business and Law, University of Brighton, Kamila Walters, and Francisca Farache

Food waste remains a persistent challenge within the hospitality sector, with independent restaurants facing particular constraints in measuring and reducing waste due to limited time, resources, and operational capacity. This project, led by the University of Brighton in the UK, explores the application of a simplified, practice-based approach to food waste reduction grounded in WRAP’s Target–Measure–Act framework.

Working with independent restaurants in Brighton & Hove, the study adopts a collaborative, action-oriented research design. Participating businesses recorded baseline food waste data, engaged in a facilitated workshop to interpret findings and identify feasible interventions, and then implemented changes within their own operational contexts. A second measurement phase enabled reflection on outcomes, including waste reduction, cost implications, and operational feasibility.

The project contributes to debates on circularity and resilience in hospitality by examining how small-scale businesses can engage with resource efficiency practices in ways that are both practical and context-sensitive. Findings highlight key barriers, including time pressures, staff engagement, and perceived complexity of measurement processes, alongside enablers such as simple tools, peer learning, and clear demonstration of cost and environmental benefits.

The research also considers governance and impact by situating restaurant level practices within wider local sustainability agendas. Outputs include practitioner guidance, and policy relevant insights to support wider sector adoption.

This paper argues that accessible, low-burden measurement frameworks, combined with collaborative knowledge exchange, can support more resilient and circular business practices in the independent hospitality sector.