The Innovative Business Model Laboratory at Bursa Uludağ University (BUU) was established as a pioneering initiative under the "Horizon Europe" Program of the European Union. It is part of the “Strengthening Turkey's Research Capacity in Innovative Business Models for the Hospitality Sector (REMODEL) Project,” which aims to contribute to the transformation of Turkish SMEs in the hospitality sector following the COVID-19 pandemic.
This laboratory brings together the expertise and resources of BUU and its project partners, the University of León (ULE) and the Atlantic Technological University (ATU). It is dedicated to innovation, research, and development in the hospitality sector. The strategic plan outlines the vision, goals, and structured approach to achieving extraordinary outcomes for SMEs, academia, and the broader hospitality industry.
Acting as a roadmap and a testament to excellence, the plan reflects the laboratory’s commitment to fostering an ecosystem where innovative business models can thrive. This initiative aims to set new standards for the hospitality sector by promoting economic recovery and supporting sustainable growth. The laboratory serves as a bridge between academic research and practical innovation, equipping Turkish SMEs in the hospitality industry with the necessary tools and strategies for global success.
BUU, through its Innovative Business Model Laboratory, is taking a leading role in developing innovative business models in the hospitality industry. The laboratory focuses on areas such as business model innovation and consumer behavior analysis, particularly tailored for Turkish SMEs.
The laboratory made a significant impact by collaborating with the Oksijen Zone Hotel, located in the Uludağ region. Within this partnership, the hotel’s business models were revamped, sustainability strategies were developed, and innovative solutions to enhance guest satisfaction were introduced. Through meetings with hotel managers, the team analyzed the hotel’s strengths and weaknesses, uncovering more effective ways to serve its target customer base.
Furthermore, the laboratory team continues to hold regular meetings with local hotels and tourist facilities, such as Artıç Hotel and Gököz Natural Park, to plan future projects. These collaborations aim to support the local industry while also promoting regional development in areas like sustainable tourism and digital transformation.
Looking ahead, the Innovative Business Model Laboratory aims to establish partnerships with other SMEs in the sector, develop innovative business models, and contribute to academic research in this field. The laboratory also reinforces BUU’s leadership in innovation and sustainability in the business world.
