The sustainable business model of health resort enterprise and the role of education in pro-ecological behavior

The article provides the opportunity to include in the business model of a health resorts enterprise the tasks and objectives of combating key medical and tourist dysfunctions, making the model a sustainable business model. At first, however, an assessment of business models’ components was made and then it was proposed to complement them with preventative and educational activities and other activities limiting the negative results of tourist and therapeutic activity. The spa tourism enterprises activity was used by the author as an example to present such a process. The research basis for the provided information are the results of own study made on the basis of Polish sanatoriums’ business model analysis. To study the business model structure, CANVAS concept was used. As a result, a health resort enterprise business model structure was presented and recommendations complementing this model with sustainable tourism elements were formulated. The assessment of undertaken activities towards guidelines proposed in literature, both for tourist destinations and enterprises, indicates the maladjustment of business models of health resort enterprises in this scope. The basic activities that protect the natural and climate resources of health resorts result from legal provisions imposed by the state and applicable to all enterprises running business activity in the health resort area. They are, therefore, neither included in business models nor undertaken with the awareness on improving natural environment and community, but rather they result from taking care of one’s own business.