In-destination tours and activities multisided platforms (T&A MSP) are growing ventures at the forefront of digitalizing tour and activity sector. While these platforms are transforming this sector, understanding of their business models and how they create, deliver and capture value is limited. To address this gap, we developed a morphological matrix to facilitate alternative business model exploration and discovery. Derived from three iterations, this matrix visually represents and describes the characteristics of T&A MSP business models. Utilizing this tool, T&A MSP can evaluate and make transformative adjustments to their business models, thereby enhancing performance, adapting to evolving tourists’ preferences and generating greater value.
