TCI 2013 Experiences from tourism clusters in Northern Norway


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By Olav Bardalen & Olav Dyrnes, Innovation Norway, presented at the 16th TCI Global Conference, Kolding 2013.

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TCI 2013 Experiences from tourism clusters in Northern Norway

  1. 1. Experiences from tourism clusters in Northern Norway Olav Bardalen & Olav Dyrnes Breakout Session: Clusters to support growth in areas outside big cities 5 September 2013
  2. 2. Experiences from tourism clusters in Northern Norway TCI Annual Global Conference 2013 Kolding, 3-6 September 2013 Olav Bardalen, Innovation Norway Olav Dyrnes, Innovation Norway –Nordland
  3. 3. Can cluster process models be used – and create successful results – in regions with weak cluster characteristics ?
  4. 4. Arena Leisure Boats Arena Magica MediArena Wind Cluster Norway Arena NOW Arena Eyde Oslo Medtech Arena supported clusters 2012/2013 Valdres Health cluster Arena Fruit Cluster Arena Usus Arctic Winter Adventures Arena Ocean of opportunities Maritime CleanTech West Clean Water Norway Arena BioTech North Mineral cluster North Arena Smart Grid Sevices Arena Nxt Media Smart Water communities Arena Digin iKuben Arena Heidner Electric Mobility Norway Arctic Protection Arena Innovative Experiences
  5. 5. • 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
  6. 6. 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
  7. 7. • 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?
  8. 8. 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.
  9. 9. LOCATED No. Svalbard (2) Vesterålen (5) Lofoten (13) Narvik (3) Hamarøy (2) Bodø Area (5)
  10. 10. 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)
  11. 11. Teacher Kayaking instructor MasterChef Economist Arctic guide Conservator Environmental conservator ArtistSculptor MBAReindeer farmer Marketing manager Computer ScientistReal Estate Salesman Accosiated professor in literature Master in Tourism Management Hoteliér Hotel management Gourmet chef Captain Farmer Cheese maker Engineer ArcheologistFishfarmer Proffesional Guide Marine corps officer Sport and recreation Manager Political Scientist Marketing Professional 30 Companies managed by different kinds persons and professions
  12. 12. 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:
  13. 13. The commercial potential is high customer value created by world class experiences in world class surroundings. The Experience Economy
  14. 14. 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»
  15. 15. 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.
  16. 16. 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 nivå LEO´s Pyramide The understanding of how to create a setting where it is a potential for the guests to have their own individual and unique experience.
  17. 17. The first «spin of» PhD Magic Moments – immersion during nature based tourist experiences». The paper presenting Ann-Heidi´s PhD got an international «Best Paper» Award.
  18. 18. 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
  19. 19. 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
  20. 20. • 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
  21. 21. 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