Green Transformation of Tourism Enterprises Business Models

Business adjustment to dynamically changing market conditions and the environment, including environmental challenges and risks, requires extensive use of innovations. In turn, capacities of product, technological, organizational and other innovations often cannot be fully implemented within the current business model (BM) framework. The solution assumes a systematic approach, including innovative transformation of both BM single elements and the logic of the company value understanding, its offer generation and profit allocation. The need for business to meet the sustainable development criteria and the search for ways to integrate sustainable development goals into existing business models have led to the emergence of sustainable business model (SBM) concept, and the number of studies and relevant publications has been steadily increasing in recent years. At the same time, there are only a few research trying to adjust the SBM concept to tourism. Others are in their initial stage, and therefore unanswered questions remain, of which the key ones are about the fundamental differences between SBM and traditional BM, incentives for BM amendments, and the options for companies to incorporate sustainability into their BM. The research aims at developing a scheme for tourist companies’ BM transformation from traditional into green business models (GBM), which required preliminary analysis of the GBM essence and key characteristics. The research methodology includes comparative analysis of key parameters in structural components for both traditional and green BM of companies operating in the tourist market. Canvas nine-block BM is taken as a basis. Result: the essence and key characteristics of the GBM are identified, possible ways of transforming business models of tourism enterprises into green ones are identified and presented in the form of a schematic model, modern trends in the greening of BM tourism enterprises are analyzed.