From Conservation to Value Creation: A Hybrid Socio-Ecological Business Model for Mangrove-Based Marine Educational Tourism in Bintan, Indonesia

Abstract

Mangrove-based marine educational tourism has significant potential to support sustainable tourism development while strengthening community-based economic activities. However, its implementation often remains fragmented, with limited integration between conservation, education, and local creative industries. This study aims to develop an integrated socio-ecological business model for mangrove-based marine educational tourism in Bintan Regency, Indonesia. A qualitative case study approach was employed, combining field observations, in-depth interviews with tourism stakeholders and MSME actors, and document analysis. Data were analyzed using thematic analysis and mapped into the Business Model Canvas (BMC) integrated with Community-Based Tourism (CBT) principles. The findings reveal that an effective and sustainable tourism model requires the integration of three core elements: (1) mangrove ecosystem conservation as an ecological foundation, (2) experiential educational tourism as a value creation mechanism, and (3) MSME-based creative industries as an economic driver. The proposed model demonstrates how tourism activities can evolve into a co-creation system that links environmental education, local product development, and community empowerment. This study contributes to the literature by introducing a hybrid socio-ecological business model that extends the conventional application of BMC in sustainable tourism contexts. Practically, the model provides a scalable framework for developing integrated coastal tourism systems that enhance environmental awareness, strengthen local economies, and promote long-term sustainability.