The Business Model Canvas (BMC) Approach for Community-Based Ecotourism (CBET) Strategy and Business Transformation in Mudumalai Tiger Reserve (MTR), Tamil Nadu, India

Abstract

Alexander Osterwalder’s Business Model Canvas (BMC) is one of trusted and used business frameworks among entrepreneurs, strategists, start-ups, large corporations, and innovators. The BMC in fact, has created ample opportunities to usher in business transformation and help leverage organizations of all hues to greater heights.  The framework has used in the manufacturing, services and even the social sector which has ensured its applicability and acceptability. In the current research the BMC is being applied on the tourism sector, with specific reference to Community-based Ecotourism (CBET), wherein a community, in a heavily forested tribal area, have adopted a business model under the guidance of the Forest Department (FD) of the state of Tamil Nadu and have made the best of efforts to i) create livelihood options, ii) capacity building for tourism and hospitality activities, iii) preservation, protection, conservation of the forest area which is part of a UNESCO designated Biodiversity site (Nilgiris Biosphere Reserve (NBR), iv) promote Ecotourism, which has its impacts on the Environment, Society (Social) and Economy (Economic); thereby creating ample opportunities for business transformation.  The CBET model has in fact, created benchmarks through the Ecodevelopment Committees (EDC) and Ecotourism Management Committees (ETMC), which are managed at the grassroot level.  Every business no doubt requires and plan and strategy, the EDC and ETMC business models have transformed and showcased to the world, what can be done by a community who are not exposed to the world of business, but are affluent about their existence and contribution to protection, preservation, and conservation. The authors have worked with the community over a period, are juxtaposing the thoughts as propounded in the BMC, which will further support in helping in the business transformation of the Community and its tryst with Ecotourism.