Practicing Sustainability - The 4C Approach

The 4C model represents the following stakeholders

- C1 Conservation: Responsible natural and cultural environmental resource
management of my place/kontrei
- C2 Community: Optimal, fair host community procurement
- C3 Customer: Visitor enlightenment by sense of place experience
- C4 Company: Sustainable, economic, entrepreneurial enterprise.


When a tourist enterprise aims to be sustainable(C4), it can come about if at first care is taken of the environment(C1) where the business is located, secondly the local host community be involved(C2) and customers be satisfied(C3)



When this dedication is practically managed as a tourist business in and through your place and kontrei, the overlapping effect of the 4 C’s will establish a contribution to sustainability.



The following demonstrates the contribution – the overlapping black circle - to adding value to sustainability when a tourist enterprise is managed by objectives over time according to the 4C Approach.

“Conservation is the best way for using our earth”

The entrepreneur taking responsibility for sustainability operates the tourism company, C4, in and through the use of the environmental resources of the place and kontrei, C1, in a conservation mode using clean technology. The future drift is upwards.

At the same time the same entrepreneur starts managing the tourism company, C4, and involves the host community, C2, optimally and fairly. The managements starts by doing the right things and people involved learn to improve performance by managing by objectives. The future drift is to the right.

The resultant effect of both the future drifts is towards the upper right quadrant – always closer to the target market, C3. Involving the customer will pay dividends for the business in future because this is where we have defined Quality as: serving the customer’s need and expectations in a cost effective way..