Innovative business models within niche tourist markets: shared identity, authenticity and flexibile networks. The case of three italian SMEs

Abstract

Innovative business models within niche tourist markets: shared identity, authenticity and flexibile networks. The case of three italian SMEs
The evolution of business models is a crucial challenge for tourism companies, which should understand how they can stimulate their creativity and introduce innovation. However for many firms, in particular for SMEs, this process is not so easy to be adopted. Even more difficult it is to understand how the business model should change to be successful in solving what appears to be one of the main problems for SMEs, especially within mature, tourist destinations, i.e. targeting new profitable segments.
The paper discusses the main findings of a research project carried out by the authors about changes in the business models of Italian tourism companies, underlining in particular three case-studies of interest in terms of the innovation put in place and that relate to SMEs. The analysis, based on the business model canvas, the value constellation and the storytelling, found out that these three firms are flexible companies that have characteristics emblematic of the knowledge and information economy business models. They successfully answer the needs of specific niches, finding new opportunities within a mature tourism market and famous destinations, thanks to their ability to develop wide flexible networks, where customers are an active part, and thanks to the value proposed to the clients, centred on the idea of a shared identity between the clients and the company’s founders and of an authenticity guaranteed by the life story of the founders themselves.