– The aim of this paper is to explore how an international business model was successfully developed to protect the environment, specifically, how the Wild Animal Rescue Foundation (WARF) of Thailand designed its unique eco-voluntourism products.
– Primary qualitative data were collected through ethnographic research, involving researcher participation and interviews, with the founder and the management team. Secondary data were also gathered through undergraduate and graduate students' experience with WARF, a television news reporter, and social media data from WARF's eco-voluntourists.
– It was found that the business model of WARF evolved through trial-and-error, whereby voluntourism projects were created in collaboration with stakeholders from both public and private sectors. The success of voluntourism lies in ensuring that the experience was rewarding for all stakeholders.
– WARF's voluntourism business model has high market potential to be developed cross-continents. The findings are optimistic and encouraging for managers and policy makers, particularly for countries that are endowed with natural resources. Eco-tourism and non-service green businesses also found good ideas from WARF to apply to their operations.
– It is extremely challenging to offer a tourism product that could add more value to eco-volunteers who already have high levels of knowledge in ecology. The WARF case demonstrates how extensive stakeholder collaboration makes it possible to create and manage experiences that would be perceived as a rare opportunity for educational eco-tourism.
