This article is based on an ethnographic field study in a successful adventure eco-tourism in Nepal to explore, how social entrepreneurs practice sustainable development in this field. The qualitative data-material was analyzed from a critical hermeneutical approach. In order to engage in a qualified critical-academic discussion regarding sustainable development, the article reviews perspectives on currently discussed multi-dimensional sustainability models. These models represent the idea that sustainability can be developed with an eye to the dynamics between society, environment, and economy, popularly known as “the three Ps”: People, Planet, Profit. The three Ps-perspective was carried into the analysis of the case-organization, giving empirical examples of how sustainability is practiced, giving practice perspectives from: Articulation of fundamental values put into action; perspectives on global knowledge exchange regarding climate beneficial initiatives; and lastly an educational ambition found in the interactions with local community as well as global educational and political network. Based on examples and critical insight into current sustainability models, the article concludes that social entrepreneurs in adventure eco-tourism applies entrepreneurial behavior and understandings of balancing values from an embedded economic conviction, which supports a conscious practice as green ambassadors. Furthermore, that educational activities are applied as tool for change.
- Socialt entreprenørskab
- kritisk hermeneutik