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Purpose Nature-based tourism (NBT) blossoming requires sound monitoring models to maximize its potential in the tourism industry. Cooperation of different segments from nature to economy will lead to a sustainable NBT. Therefore, the qualitative and quantitative relation between these subdivisions has to be investigated. Design/methodology/approach This paper proposes an advanced NBT model for the design of an optimum tourism system. To this end, Bayesian network (BN) has been implemented to characterize the impact of each subsector on NBT. Findings The outcomes of this study can help the tourism managers, policymakers and related organizations to find the optimum approach to achieve a continuous improvement in the system. To demonstrate the applicability of the methodology, two cases of observations are considered. Originality/value The originality of the work is well demonstrated in the literature review of the paper.

A Bayesian-based framework for advanced nature-based tourism model