Samenvatting

This study is the first in a wider research programme aiming for more understanding of sustainable business models in the Tourism and Recreation (T&R) industry. By analysing ten cases in the region of Zeeland in the Netherlands, it describes archetypes, patterns of business models, that are typically applied by the accommodation and restaurant industry. Archetypes offer inspiration for those (re)designing their business models and are important to accelerate sustainability. The findings reveal ten archetypes, of which two were not identified before. The archetypes fit within seven overarching themes. These themes explain how T&R businesses take the first steps towards a more holistic type of hospitality in which a wide responsibility is taken for the people and nature surrounding their businesses.