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By Olav Bardalen & Olav Dyrnes, Innovation Norway, presented at the 16th TCI Global Conference, Kolding 2013.
Citation preview
Experiences from tourism clusters in Northern NorwayOlav Bardalen & Olav Dyrnes
Breakout Session: Clusters to support growth in areas outside big cities
5 September 2013
Experiences from tourism clusters in Northern Norway
TCI Annual Global Conference 2013Kolding, 3-6 September 2013
Olav Bardalen, Innovation NorwayOlav Dyrnes, Innovation Norway –Nordland
Can cluster process models be used – and
create successful results – in regions with
weak cluster characteristics ?
Arena Leisure BoatsArena Leisure Boats
Arena MagicaArena Magica
MediArenaMediArena
Wind Cluster NorwayWind Cluster Norway
Arena NOWArena NOW
Arena EydeArena Eyde
Oslo MedtechOslo Medtech
Arena supported clusters 2012/2013
Valdres Health cluster Valdres Health cluster Arena Fruit ClusterArena Fruit Cluster
Arena UsusArena Usus
Arctic Winter AdventuresArctic Winter Adventures
Arena Ocean of opportunitiesArena Ocean of opportunities
Maritime CleanTech WestMaritime CleanTech West
Clean Water NorwayClean Water Norway
Arena BioTech NorthArena BioTech North
Mineral cluster NorthMineral cluster North
Arena Smart Grid SevicesArena Smart Grid Sevices
Arena Nxt MediaArena Nxt Media
Smart Water communitiesSmart Water communities
Arena DiginArena Digin
iKubeniKuben
Arena HeidnerArena Heidner
Electric Mobility NorwayElectric Mobility Norway
Arctic ProtectionArctic Protection
Arena Innovative ExperiencesArena Innovative Experiences
• Stronger interaction and collaboration
• Increased innovation capabilities
• Better access to R&D and education
• Stronger international focus
• Cluster expansion
• Attracting customers, investors, expertise
Improved competitiveness
Cluster project objectives
Supporting cluster processes through 5 services• Financial support: 50% co-funding with
cluster partners: Facilitation, strategy development, networking, branding, pre-studies
• Advisory services: Experienced project advisors
• Capacity building: Courses, seminars, study trips, guidelines
• Networking: Between cluster projects, transnational cooperation
• Profiling: Cluster branding and communication
• Our mandate: Contribute to increased value creation in all regions
• A huge potential also in rural regions
• Our experience: Cluster processes works!
Why work with clusters outside city regions?
Innovative Experiences
Northern Norway &Svalbard
“FROM THE SHADOW
TO THE FRONT STAGE”
A story about developing a framework for implementation of professional co-creation of experiences in Tourism SME´s and improve value creation by use of Experience Economy approach.
LOCATED No.Svalbard (2)Vesterålen (5)Lofoten (13)Narvik (3)Hamarøy(2)Bodø Area (5)
Andøy Friluftssenter Hamsunsenteret Basecamp Spitsbergen AS Fargeklatten Veita Galleri
Bodøgaard Henningsvær Bryggehotell Hildringstimen Hvalsafari AS Inga Sámi Siida Kobbelv Vertshus Lofoten Aktiv Lofotakvariet
Lofoten Golf Links Lofotferga Lofotr Vikingmuseum Narvikfjellet AS VisitBodø Nordland Turselskap
NorskLuftfartsmuseum Nusfjord AS
Nyvågar Rorbuhotel Restaurant Du Verden Ringstad Sjøhus Drift
AS Spitsbergen Travel Stiftelsen Vinterfestuka, Narvik
Stella Polaris Svinøya Rorbuer Thon Hotel Lofoten Tuvsjyen AS
XXLofoten AS Aalan Gård
30 Companies, (2 R&D Institutes, Innovation Norway, Nordland County)
Teacher Kayaking instructor MasterChef
Economist Arctic guide Conservator Environmental
conservator Artist Sculptor MBA Reindeer farmer
Marketing manager Computer Scientist Real Estate
Salesman Accosiated professor in literature Master in Tourism Management Hoteliér Hotel management
Gourmet chef Captain Farmer Cheese maker Engineer Archeologist Fishfarmer Proffesional Guide
Marine corps officer Sport and recreation Manager Political Scientist Marketing Professional
30 Companies managed by different kinds persons and professions
The vision: “Together we shall enthuse our
guests with world class experiences”
The goals:• more satisfied guests• increased degree of re-purchase • higher value creation per guest• increased attractiveness (experience value) on all
products throughout the year.
The Cluster members have decided the ambitions:
The commercial potential is high customer value created by world class experiences in world class surroundings.
The Experience Economy
Cluster developement means learning to play like a prepared team
Norway’s gold medallists in Bejing 2008,
«We are a Cluster of Experience Producers, not a random bunch of Tourism Enterprises»
HOW DO WE DO THIS?
A tailor made platform of a “how to create valuable experiences”- knowledge.
This concept is well received by the SME`s as it is supported by practical tools for implementing this knowledge through workshops, best practice
examples, testing, case studies
and written documentation.
We introduced the LEO-Finland Experience Pyramid Model to all Cluster Members – (course in experience co-creation)
Individuell Autentisk Historie Flersanselig Kontrast Interaksjon
Interesse
Sansebasert forståelse
Læring
Opplevelse
Endring
Motivasjonsnivå
Fysisk nivå
Intellektuelt nivå
Følelsesmessig nivå
Mentalt nivåLEO´sPyramide
The understanding of how to create a setting where it is a potential for the guests to have their own individual and unique experience.
The first «spin of» PhD Magic Moments – immersion during nature based tourist experiences».
The paper presenting Ann-Heidi´sPhD got an international «Best Paper» Award.
Before;
ECO-farm i Lofoten,sells a lot through the other cluster members.Makes their own goat cheese and herbes.
Just re-designed by professionals
Highlights from the external evaluation
• «A very successful cluster project», with a high degree of goal achievement
• Increased innovation activity and capability
• Impacts on business performance have been substantial:
• Higher value creation pr guest• Increased turnover and profitability
• Companies with common interests and high committment
• Creating a common «language» through The LEO-concept
• Networking activities have been given high priority
• The cluster leadership has been excellent
Success factors
Lessons learned
• The strategic idea of the cluster initiatives should be focused and relevant, in order to create the committment and engagement needed
• The regional and national innovation agencies should proactively and well coordinated support the cluster initiatives – especially by creating new and stronger linkages to external resources.
• The most important role for the cluster leaders is to create arenas where partners can meet, be inspired, get new ideas, and be motivated for common actions