Circular Tourism in Santorini: A Triple Layered Business Model Canvas Analysis

This research examines the tourism structure of Santorini within the framework of the Triple Layered Business Model Canvas (TLBMC) and evaluates how circular tourism principles can be integrated into the value creation process across the TLBMC layers. The study utilizes secondary sources such as tourism reports, policy documents, corporate publications, and previous academic studies. Conducted using qualitative case study principles, this study employs PESTLE analysis, stakeholder analysis, TLBMC framework analysis, alignment analysis, and SWOT–CAME analysis. The research concludes that tourism in Santorini is highly dependent on a premium positioning strategy and characterized by a cruise- and experience-oriented visitor structure. Furthermore, the existing tourism structure exhibits both environmental and social vulnerabilities, including water scarcity, overtourism, seasonal demand concentration, and housing pressure. The destination possesses significant potential for stronger alignment among economic, environmental, and social layers, particularly through the introduction of alternative tourism activities. This research provides significant contributions to the literature and offers recommendations for all stakeholders, especially local actors, to establish a resilient tourism model that supports long-term alignment among the layers.