Integrating the natural environment into tourism firms’ business model for sustainability

The link between the business model (BM) and sustainability is recognized in tourism research and practice, especially as far as its socioeconomic consequences are concerned. Moreover, prior studies have highlighted some key factors influencing the sustainable business models (SBMs) of tourism firms but have mainly done so by adopting static perspectives. Thus, how these firms can contribute to sustainability through their BMs with positive effects, particularly on natural resources, remains overlooked. Thus, we adopt coevolutionary lenses to explore the main processes surrounding tourism firms’ SBM. Coevolution conceives the firm–environment relationship as both circular, with mutual influence and reciprocal changes, and dialectical. Accordingly, we analyze 28 Italian agritourism firms during the COVID-19 pandemic emergency period focusing on the dynamics of their relationship with various multilevel actors (including institutions, local communities, tourists) by considering internal and external factors influencing their SBM. The dialectical nature of this relationship is stressed. We find three new factors: sustainable tourism culture, tourist loyalty, and local natural resource setting. Moreover, from the coevolutionary analysis of the findings, we derive a framework that conceptualizes agritourism SBMs as a virtuous coevolutionary process through effective coadaptations between multilevel actors influenced by 12 factors. Tourism entrepreneurs and policy-makers should carefully consider the factors influencing SBMs and try to act upon them to effectively organize and manage relationships of mutual functionality in light of current challenges, especially environmental concerns.