ABSTRACT
In this article, the challenges that cultural and creative industry (CCI) firms face in forming sustainable business models—issues heightened by the ongoing COVID-19 pandemic and the evolving consumer patterns that it has triggered—are addressed. The goal of this study was to identify a set of unique key elements crucial for the construction of a business model that aligns with the distinct characteristics of CCIs. To achieve this goal, an in-depth, long-term study using semi-structured interviews with proprietors in Eastern Taiwan was conducted. This region is home to unique, small-scale cultural and creative businesses and represents less than 5% of Taiwan's population. The semi-structured, in-depth interviews served as the data collection method, while content analysis was used for data interpretation. This approach allowed the current study to encapsulate a set of key elements that could inform the creation of a business model for CCI firms. The insights gathered by the study provide a robust framework for the development of sustainable CCI business models, offering valuable guidance for both existing businesses seeking to adapt and grow and new entrepreneurs entering the industry. This research also aims to stimulate further scholarly debate on the importance of a tailored, multidisciplinary business model for CCIs, given their unique needs and characteristics.