Circular economy business model for smart tourism: the case of Ecobnb

Purpose The paper aims to shed new light on the process of value creation and business model innovation resulting from circular economy in the context of smart tourism. Design/methodology/approach The study embraces a qualitative and exploratory approach related to a single case study. Data have been collected through the integration of web-based desk analysis, interviews and social big data analytics. Findings Findings are related to Ecobnb, a network-based tourism company, coherent with the principles of value creation and business model innovation in the context of circular economy and smart tourism. Research limitations/implications The study allows understanding of how smart tourism and circular economy can represent two important lenses for managing complexity and driving tourism companies and destinations toward sustainable and smart value creation processes. Practical implications Practical implications arise for managers and destination makers in terms of innovation of the tourism management and transition of the business models toward a circular configuration. Social implications The study offers social implications by contributing to the dissemination of a culture of sustainability in tourism management and active involvement of local stakeholders in the growth of a tourism destination. Originality/value The study provides an original contribution to the debate on tourism by highlighting the obsolescence of traditional models of management in tourism companies and destinations, seen during the recent pandemic emergence, could be solved through the virtuous integration of digital technologies and sustainable approaches.