This study explores the perceptions of nature-based tourism (NBT) entrepreneurs, public institutions, and an NGO regarding the role of sustainability and innovation in NBT business models and their contribution to competitiveness and long-term business resilience. An exploratory qualitative research design with an inductive approach was adopted. Seventeen semi-structured interviews were conducted in Portugal: thirteen interviews with NBT entrepreneurs, three with public institutions, and one with an NGO. Content analysis was used to examine the interviewees’ perceptions. The findings reveal contrasting perceptions among NBT entrepreneurs, public institutions, and NGO on the topics covered. This study extends the existing body of research on innovative sustainable business models in NBT by analysing these perceptions and their roles in long-term business resilience and competitiveness. It proposes a framework for an innovative sustainable business model for NBT, in line with the UN Sustainable Development Goals and the UN 5Ps-Planet, People, Partnership, Prosperity and Peace.

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Nature-based tourism,Sustainable development,Innovation,Sustainable business model,Resilience

• Economia e Gestão - Ciências Sociais
• Geografia Económica e Social - Ciências Sociais