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Going for the green? The role of money among nature-based tourism entrepreneurs

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  • Christine Lundberg
  • Peter Fredman
  • Sandra Wall-Reinius

Abstract

This research note suggests that the relationship between nature-based tourism entrepreneurs and money is complex and not fully understood. Based on observations from the Swedish supply data, four propositions are presented to illustrate why this is the case. We argue that (1) the identity of the entrepreneurs are not compatible with profit and growth, (2) niche markets and limited market knowledge obstruct opportunity for growth, (3) dependence of natural resources put sustainability ahead of growth and (4) nature-based tourism firms have limited control over their production process. These propositions can assist in better understanding how nature-based tourism companies can contribute to regional development and serve as a point of departure for further research.

Suggested Citation

  • Christine Lundberg & Peter Fredman & Sandra Wall-Reinius, 2014. "Going for the green? The role of money among nature-based tourism entrepreneurs," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(4), pages 373-380, April.
    • Handle: RePEc:taf:rcitxx:v:17:y:2014:i:4:p:373-380
    DOI: 10.1080/13683500.2012.746292
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