Business Model Innovation for Wellbeing Tourism
This online course takes you on a journey to discover the benefits of the Business Model Canvas (BMC), a powerful tool useful for crafting wellbeing tourism offers. The BMC helps you to understand and define the different aspects of your business, enabling a more focused and thoughtful approach to creating your tourism offers. Tailored for entrepreneurs and those aspiring to venture into the well-being tourism sector, this course illuminates the practical applications of BMC to refine and optimize your business strategies.
Target group:
This course was developed for entrepreneurs in tourism that want to learn how they can reinvent their business models to changed conditions introduced throughout and after the global pandemic. However, it is also relevant for students that are interested in how to create business models customized to wellbeing tourism and how to use the Business Model Canvas tool. Exercises can be made for an existing company, a planned or an imaginary one.
Get started with the course:
The course is open to everyone, however you need to register for the course to participate.
Mooc-courses
The course Wellbeing Food for Tourism is a MOOC, Massive Open Online Course. This means that it is open to everyone and you can follow it without registering as a student with us. The advantage is that you can carry out your studies on your own and at your own pace. Read more about MOOC courses.
Content and goals
Upon completing this course, you will attain a foundational understanding of wellbeing tourism as well as the Business Model Canvas tool, useful for creating wellbeing tourism offers. You will understand BMC's potential, and you will be equipped with the knowledge and tools to create a well-defined, targeted, and successful wellbeing tourism business and wellbeing tourism offers.
You will gain skills and knowledge in market segmentation, crafting compelling value propositions, optimizing resources, identifying and diversifying revenue streams, managing cost structures and minimizing risks. By course completion, you will be enriched with a powerful tool (BMC) and essential concepts to excel in building or upgrading a wellbeing tourism business or business offers.
Course structure
The course is divided into the following modules:
- Module 1: Wellbeing tourism
- Module 2: Introduction to Business model canvas
- Module 3: Customer segments, channels, & relations
- Module 4: Value proposition - host & tourist
- Module 5: Resources, activities, and partners
- Module 6: Revenue stream & cost structure
Each module consists of material in the form of a recorded lecture, a pdf version of the lecture, illustrations and films, and study assignments with the opportunity to work with and reflect on the information.
Examination and evaluation
The course Business Model Innovation for Wellbeing Tourism is not part of Linnaeus University's regular course offer and is therefore not examined, nor does it result in university credits. You do, however, have the opportunity to document your progress through your account and assignments. For some assignments you will see the answers from other students when you have submitted your contribution, this way you can be supported in having an idea of your level and how your knowledge and view compare to that of other students.
Course evaluation
The course is evaluated in the last module.
Scope and pace of study
It takes from about 9 hours to complete the course. In order for you to be able to plan your time more easily, there are time indications for each stage which gives an indication of how long each module and submodule are estimated to take. How long it takes for you depends mainly on how much time you invest in the different assignments.
Most assignments can be carried out with different degrees of depth and scope. The intention of the course is not to provide a complete overview and knowledge of Business Model Innovation and Business Model Canvas but is more of an introductory nature to some key tools for creating a successful wellbeing tourism business and offers.
The course is in general without teacher support, however, the instructors do check-in on assignments and discussions now and then and may leave a comment on your contributions. The objective for this course is that you can follow the course completely independently and at your own pace.
Some of the key advantages employing the BMC in this context include:
1. Clarity and understanding
Gain a profound understanding of your business by using the BMC to precisely define your offerings and articulate the benefits provided to your customers. This clarity enables a more tailored approach to meet market demands effectively.
2. Identification of market segments
Utilize the BMC to identify and segment different target markets interested in your well-being offerings, ensuring a targeted and resonant approach to diverse consumer needs.
3. Value-added customization
Clearly articulate the unique value and benefits of your wellbeing offer using the BMC, allowing you to differentiate your business and cater precisely to the preferences and requirements of your target groups.
4. Resource optimization
Identify essential resources, whether in terms of staff, infrastructure, or technology, using the BMC. This strategic insight empowers you to optimize resources efficiently, enhancing the overall effectiveness of your wellbeing tourism offer.
5. Identifying revenue streams
Leverage the BMC to identify and diversify revenue streams within your wellbeing tourism business model, ensuring a sustainable and profitable venture.
6. Risk minimization
Mitigate potential risks by utilizing the BMC to foresee challenges and plan strategically. This risk-aware approach enhances the resilience and long-term success of your wellbeing tourism business.
Common questions
Are there any live lectures or correction of exercises by teachers?
This course is prepared for you to study in your own pace and exercises are not assessed by the instructors. You need however to do the exercises to advance to the subsequent modules in the course.
Is this course only for entrepreneurs?
Although the course was designed for entrepreneurs in the tourism sector it is also relevant for students that are interested in how to create business models customized to wellbeing tourism and how to use the Business Model Canvas tool.
Is the course available in Swedish?
This course is only offered in English.
How long is my account active?
Your account is deleted after one year of inactivity. If you make sure you have some activity each year your account will remain active.
This course is a co-creation between the Linnaeus University and the Pomeranian Development Agency in Gdansk, Poland. It was created within the framework of the EU-project SB WELL. To learn more about this project visit wellbeingtourism.com.