ABSTRACT
This chapter aims at exploring the extent to which an integrated sustainable business model for MSMEs in the tourism sector post-Covid-19 pandemics could be implemented to enhance profitability and further develop the business. To capture data on the MSMEs operating in the tourism sector to develop a business model, different methods were used, namely face-to-face interviews, a focus group and an online survey. The findings demonstrated that operators in the tourism sector had noticed a change in the mindset and perception of travellers. In parallel, tourists are now more conscious of the impact of their actions on the environment and want a sustainable business model. Furthermore, tourists are interested in the green concept and want a higher degree of authenticity. Therefore, MSMEs need a new sustainable model that can leverage their value chain to provide a worthy experience to their clients. The main areas where collaboration is required among the MSMEs have been identified as the handicraft sector, vegetable production and leisure activities. In addition, it was found that MSMEs believed that within an integrated model, barriers such as the struggle for capital, low research and development, and high information costs would fall and give way to more resilient businesses. Finally, most of the MSMEs involved in the hospitality sector considered that reviewing their business model and adapting it to the new business reality is the only way to survive. This chapter brings to the tourism sector MSMEs an overview of the possible way of working together and a business model that allies both environmental protection and profitability. MSMEs operating in the tourism sector can work together to provide superior service quality to the customers.
