Inclusive business practice in local tourism ecosystems: stakeholder collaboration and rebranding commercial firms

Purpose Building on seminal inclusive business frameworks, this study aims to examine the implementation of inclusive business practices in the local tourism industry, with an emphasis on identifying key barriers and enablers. Design/methodology/approach Drawing on a five-year industry project on inclusive business in Lombok, Indonesia, qualitative methods were used to engage key stakeholders, with inductive analysis conducted using MAXQDA and a data coding system grounded in seminal inclusive business frameworks. Findings The findings of this study reveal that commercial firms benefit from enhanced market access and sustainability branding, while villagers face challenges in integrating marginalized groups. Policymakers act as facilitators, bridging collaboration between stakeholders. Through the process of social branding, these firms cultivate new identities as environmentally and socially responsible entities. Practical implications This study formulates strategies for policymakers, local communities and commercial firms seeking to advance inclusive and sustainable business models in tourism. For the models to succeed, the Penta Helix model provides an ideal framework, encouraging cooperation among government, industry, academia, civil society and the media. Originality/value This study advances the conceptual understanding of inclusive business by developing an analytical framework tailored to inclusive tourism practices. This study presents a structured relationship model that differentiates inclusive tourism from other sectors, offering valuable insights for both research and policy development. By articulating an evidence-based inclusive business framework, this study captures the complex institutional dynamics and diverse stakeholder interests that shape inclusive tourism ecosystems.