As advocates of a fascinating research context and an applied discipline, tourism and hospitality, scholars are developing unique concepts to explain travel-related phenomena and are on the lookout for new theories and theoretical frameworks from other disciplines that help them make sense of the shifts and swings in market behavior. The focus of this special issue, the business model concept, is part of the latter category and aligns with Tourism Review's aspiration to advance our understanding of tourism value creation from a multidisciplinary, holistic perspective.