Abstract

The article sheds light on how ecotourism can be organized in Southern Africa using newer business models as the point of reference. Using chaos theory, the resource based view and dynamic competencies as theoretical basis, the article illustrates how firms within ecotourism can find new ways of organizingas means to become more competitive given a more dynamic and turbulent business environment. We build an innovation model illustrating how it is possible to use radical steps in marketing using spiritual ecotourism in developing countries as the empirical setting. Our methodological position is within the postmodern perspective. It also incorporates elements from the interpretive perspective.

This work is licensed under a Creative Commons Attribution 4.0 License.