Adventure Alternative and Moving Mountains Trust: A Hybrid Business Model for Social Entrepreneurship in Tourism

Abstract

The purpose of this chapter is to describe a hybrid business model for social entrepreneurship in tourism through a case study of the tour operator Adventure Alternative (AA) and its sister charity Moving Mountains Trust (MM). Using the business model construct outlined in chapter “Business Models for Social Entrepreneurship in Tourism” of this book in combination with data collected by the authors over a 5 year collaboration period between Oxford Brookes University and AA and MM, the business model components for this innovative and award winning social enterprise are examined in detail. Key findings highlight the benefits of adopting a social entrepreneurship business model for tourism development particularly in the business model areas of “value networks”, “key resources” and “customer relationships”. The increased resilience of tourism companies operating within in a social entrepreneurship framework is also a key finding of this case study.