The road to success: Tourism social entrepreneurs' quest for regenerative tourism

This study investigates tourism social enterprises' challenges, strategies, and opportunities for regenerative tourism. Social movement theory was used to analyze fifty-seven social entrepreneur interviews. Three stages were identified: Inspiration – factors driving the creation and innovation of these enterprises; Sustaining – obstacles and strategies for long-term success; Exploring and participating in regenerative tourism – obstacles and strategies for engagement. The Systems Thinking and Feedback Loop created by regenerative tourism was illuminated by the study participants. Theoretical implications include the first use of social movement theory, systems thinking, and feedback loop together as a framework named the Regenerative Tourism Social Movement Theory Model. Practical recommendations include strategies for selecting like-minded business partners and ways to educate tourists (both overt and covert) about the benefits of a regenerative mindset.