The general aim of this study is to discuss the role of tourists in the business models of tourism industry on the basis of their motivations in three domains, namely being the target customer, distribution channels and their relationships with service providers (i.e. touristic agencies, companies, facilators etc.). Among these aspects, the impact of customer interface on the basis of their motivation in general and specifically in tourism sector will be analyzed. Furthermore the intention of this study is to explain and naively model the role of tourists in business models developed for the businesses in tourism. Regarding to literature, a rough model will be presented where tourist motivation is the main source for the effectiveness of business models. In conclusion, this manuscript will underline the importance of tourist motivation within the tourism industry.