COMBINING KNOWLEDGE IN TOURISM DEVELOPMENT The case of North Jutland, Denmark

1. COMBINING KNOWLEDGE IN TOURISM DEVELOPMENTThe case of North Jutland, Denmark Tourist overnights Henrik Halkier Aalborg University halkier@cgs.aau.dk

2. COMBINING KNOWLEDGE IN TOURISM DEVELOPMENTThe case of North Jutland, Denmark Tourism, innovation and knowledge combination Analysing knowledge dynamics in tourism Temperate coastal tourism : A case study Conclusions and perspectives Henrik Halkier Aalborg University halkier@cgs.aau.dk

3. TOURISM, INNOVATION and KNOWLEDGE COMBINATION • Limited innovation an oft-repeatedclaim in tourism research • Small actors with limitedresources • Manylife-stylebusinesses • Competitive pressure on European destinations growing • Cheapflights, also to far-away destinations • Internet creates new transperancy for experiencedtravellers • Need to stimulatechangethrough public policy obvious • Refiningexistingexperiences: Cumulativeknowledge • New experiences/visitors: Combination of knowledges • Twochallenges • Different forms of knowledge • Organisational fragmentation Henrik Halkier – halkier@cgs.aau.dk

4. Market intelligence Conception/ design / marketing • On-site services • accommodation • catering • transport • Experiences • prescribed/voluntary • non-/commercial • Travel services • commercial • infrastructural Production /consumption Consumption monitoring TOURISM, INNOVATION and KNOWLEDGE COMBINATION DESTINATIONS Henrik Halkier – halkier@cgs.aau.dk

5. Market intelligence Conception/ design / marketing • On-site services • accommodation • catering • transport • Experiences • prescribed/voluntary • non-/commercial • Travel services • commercial • infrastructural Production /consumption Consumption monitoring TOURISM, INNOVATION and KNOWLEDGE COMBINATION Symbolic DESTINATIONS DIFFERENT KNOWLEDGE DOMAINS Synthetic Symbolic Henrik Halkier – halkier@cgs.aau.dk

6. ANALYSING KNOWLEDGE DYNAMICS IN TOURISM • Qualitative approach focusing on • Inter-organisational relations • Creation, acquisition and use of knowledge • Different forms of knowledge • Activity domains: marketing, experienceproduction, service, … • Analytical / Synthetic / symbolic • Tacit / explicit • Discourses on interaction and knowledgedynamics Henrik Halkier – halkier@cgs.aau.dk

7. TEMPERATE COASTAL TOURISMA case study of knowledge combination • Studying destination Top of Denmark, North Jutland • Three municipalities, leading leisure tourismarea • Small tourism enterprises, holiday homes, campin • A qualitative longitudinal study (EU FP6 EURODITE) • Three stages of destination development Henrik Halkier – halkier@cgs.aau.dk

8. TEMPERATE COASTAL TOURISMKnowledge combination, challenges and prospects • Organisation: Mutual dependency in decentralisednetwork • Widespreadownership to small centre via taskinvolvement • Overcominglongstandingcompetitionbetweenlocalities • Securinglocal links to small firms • Overcoming public-private divide in knowledge/funding • Knowledge combinationgraduallyincrease • Mobilising tacitknowledge of small private firms • Employed in joint promotion/innovation projects • Reachingoutside ‘traditional’ sector (attractions, accommodation) • Food to increaseattraction and prolong season • Externalsources of knowledgefairlylimited • Caught in VisitDenmark-definedsegmenteduniverse Henrik Halkier – halkier@cgs.aau.dk

9. COMBINING TOURISM KNOWLEDGE Conclusions and perspectives • Development and policy challenges • Addressinglongstandingorganisational-cultural barrier • Inter-local rivalries, public-private • Successfulmobilisation of tacitknowledge • for marketing (and development) purposes • Combination of symbolic/syntheticknowledgeacross domains • Inward-lookingknowledgestrategies • Interpretativehorizondefined by VisitDenmarksegmentation • Future research • Intertwiningof knowledges and organisations pronounced • Knowledge typologiesmaybe of lessimportance • Epistemiccommunities, communities of practice? • Organisational learningliterature a source of additional inspiration Henrik Halkier – halkier@cgs.aau.dk