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Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
Akureyri nielsen rural present 100923
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Akureyri nielsen rural present 100923

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Presentation at the Nordic Symposium on Tourism and Hospitality, Iceland, Sept. 2010

Presentation at the Nordic Symposium on Tourism and Hospitality, Iceland, Sept. 2010

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  • We’re in the middle of the project (or rather a bit past the middle), and I’d like just as much to discuss our approach and methods as to provide some wrapped up results.
  • So what is actually the product, and who’s buying it?
  • Stars, silhouettes = respondents for semi-structured interviews (see intw.guides in paper)
  • Compare autheticity model by Philip et al (2009)
  • Transcript

    • 1. 1 Niels Chr. Nielsen, project officer Kathrine Aae Nissen, research fellow Flemming Just, professor, head of dept. Danish Center for Rural Research (CLF) University of Southern Denmark, Esbjerg www.sdu.dk/clf Rural tourism – return to the farm perspective 19th Nordic, Akureyri , 22-24 September 2010
    • 2. Structure, content 2 - Mapping the field, conceptually - Structural changes: need/pressure for innovation and entrepreneurship. Institutional framework. - What we need to know, strategy for finding out - Results this far, how to get further? 19th Nordic, Akureyri , 22-24 September 2010
    • 3. 3 Real vs. Virtual, constructed Authenticity ! 19th Nordic, Akureyri , 22-24 September 2010
    • 4. 4
    • 5. Farm stays: rooms, huts, ”hay hotel”, camping Landscape management, Environmentally Friendly Practises ”Farmers markets”, direct delivery to customers Farm gate sales/ farm shops Visit farms (school, educational services) Rural: Hotels and (village) Inns Manors and castles Other (predominantly or partly ) rural holiday types Hiking and bicycling Agricultural: Campgrounds, autocamper sites Cottages (rental services) Holiday centres, coastal resorts Bed & Breakfast Serving of meals, drinks, café ”gastronomy” Events, courses and sports activities Social and therapeutic activities (social farming) On-farm manufacture (dairy, brewery etc .) Hunting, angling 19th Nordic, Akureyri , 22-24 September 2010
    • 6. Authenticity approach 6 From Philip et al 2009a (fig.1, p 4), copied with permission 19th Nordic, Akureyri , 22-24 September 2010
    • 7. Administrative, agricultural regions 7 Farmers’ associations http://www.skovognatur.dk/Ud/Nationalparker/ 19th Nordic, Akureyri , 22-24 September 2010 National parks
    • 8. Associations and administrative levels Danish (policy) framework for development of agrotourism Tourism sector Public administration Agriculture VisitDenmark Regional tourism development bodies Research centres, universities, think tanks The Danish Agriculture & Food Council Knowledge Centre for Agriculture (Danish Agricultural Advisory Service, DAAS) Agricultural associations, farmers unions Departments and ministries Regions: strategies for trade development Advisory centres, consultants Business schools Agricultural colleges Tourist bureaus Tourist- (and trade) councils /associations Municipalities: spatial planning, strategies for business, services, settlement etc. Business/industry development offices (including tourism) Development consultants Unions, associations, , ”experience exchange ” groups Local Action Groups (LAG) Regional ”growth fora” Local (village) councils Research centres, universities, Landsforeningen for Landboturisme 19th Nordic, Akureyri , 22-24 September 2010
    • 9. Regular innovations Promoting new investments that raise productivity (*) Training proprietors and staff to operate more efficiently * Incremental raise of quality and standards * Niche innovations Promote the entry of new entrepreneurs to exploit business opportunities ** Encourage firms to enter new marketing alliances ** Combine existing products in new ways ** Revolutionary innovations Diffusion of new technology to the business firms * Introducing new methods that shift composition of staff (*) Attachment to the same markets but with new methods * Architectural innovations Creating new events and attractions that demand a reorganisation (*) Redefining the physical or legal Infrastructure * Creating centres of excellence that treat and disseminate new operational, research based knowledge * Disrupt/ make obsolete existing competence Conserve/ entrench existing competence Disrupt existing/ Creating new linkages Conserve/ entrench existing linkages Industry development through innovation ** Very relevant * Somewhat relevant (*) Less relevant 19th Nordic, Akureyri , 22-24 September 2010
    • 10. Where did we get information? Within the framework for development of agrotourism Tourism sector Public administration Agriculture VisitDenmark Regional tourism development bodies Research centres, universities, think tanks The Danish Agriculture & Food Council Knowledge Centre for Agriculture (Danish Agricultural Advisory Service, DAAS) Agricultural associations, farmers unions Departments and ministries Regions: strategies for trade development Advisory centres, consultants Business schools Agricultural colleges Tourist bureaus Tourist- (and trade) councils /associations Municipalities: spatial planning, strategies for business, services, settlement etc. Business/industry development offices (including tourism) Development consultants Unions, associations, , ”experience exchange ” groups Local Action Groups (LAG) Regional ”growth fora” Local (village) councils Research centres, universities, Landsforeningen for Landboturisme Online survey: 50 completed, 17 partly comp. 19th Nordic, Akureyri , 22-24 September 2010
    • 11. Providers: 11 Welcome message, introduction Active farming? YES NO Question on type and extent of farming activities: work load, area, animals.. Are you or someone else on the property involved in any kind of touristic activity? YES NOCONSIDERING Do you provide accomodation What’s being considered, how probably? What does it take? Why not, would you get involved under different cirumstances? On the respondenten and his/her family (socio-economic information) Taking part in organisation, getting support? Relations with municipality, region, agricultural associations (rank statements) How did you come across or get invited to this survey? (contact details) Questions about on-farm activities Questions on hotel part (capacity, level) YES NO 19th Nordic, Akureyri , 22-24 September 2010 Thank you so much
    • 12. A few results: 12 0 2 4 6 8 10 12 <10 Ha 10-25 Ha 25-50 Ha 50-10 Ha 100-200 Ha > 200 Ha 38 26 Kvinde Mand Active farming activities 48 15 Ja Nej Gender distributions of respondents Torusim main source of income 6 Tourism contributing significantly to income 13 Tourism some contribution to income 11 Tourism only líttle contribution to income 13 Total 43 Agritourism contribution to income: Farm size distribution (with active farming): 19th Nordic, Akureyri , 22-24 September 2010
    • 13. Preliminary SWAT 13 INTERNAL Strengths: - Agricultural, economic advisory system in place and functioning; - Large building mass, recently also empty farmhouses; - Willingness to pursue innovations and new business fields - “Fireballs”, “movers and shakers”, locomotives (key persons, businesses) driving innovation in all parts of Denmark. Weaknesses: - Advisory system focusing mainly on food (bulk) production; - Properties being bought up by farmers with focus on production, not refurbishing; - Low or no involvement in tourism/experience economy from the majority of farmers; - Only few “real new jobs” to be expected, but can the necessary competences be found with current staff/family assistance? EXTERNAL Opportunities: - Trend towards holidays for relaxation, “quality time” with children; - Trend towards need for involvement, learning, authenticity during holidays; - Awareness of local (quality) food products; - Awareness of (need for) multifunctionality and economic diversification in rural/peripheral areas; - Various development projects by municipalities, regions, “growth forum”, support from EU CAP; - National- and nature parks being established in recent years. Threats: - Declining number of visitors in Danish tourism in general, providers holding on to safe, well known products; - Agrotourism not seen or recognized as part of the tourism sector; - Lack of coordination of development projects; - Rigid regulations (in particular about serving meals) without regard for special circumstances of agrotourism, 12 person limit; - No direct subventions, tax deduction etc. - None or insignificant research & development in field. General guidelines for entrepreneurs and innovation tools not always relevant. 19th Nordic, Akureyri , 22-24 September 2010
    • 14. 14 Conclusions - Demand for agritourism products exist and probably growing, nationally and internationally, but market surveys, consumer studies are lacking. - It is important that the products, which are developed and marketed, do meet the expectations of the visitors. - Only a fraction of the current providers of farm-based tourism are ready and/or qualified for expanding/developing operations 19th Nordic, Akureyri , 22-24 September 2010 - Institutional framework is not optimal, must be improved or streamlined before more funding is allocated -Agritourism is a concept with built-in tensions as tourism and agriculture still have little in common. - Only a minor fraction of Danish farm have potential for development of tourism activities, and even fewer as (sustainable) business - Niche innovations most relevant, along with disrupting existing and creating new linkages + conserve, build on existing competences - Need for (more) reserach based knowledge?
    • 15. 15 Thanks for your attention ! 19th Nordic, Akureyri , 22-24 September 2010 http://www.norrelide.dk/ Nørrelide, Jelling, Jutland

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