How can Cluster Management in Tourism Work?
Gerd Meier zu Köcker
iit – Institute for Innovation and Technology
Reykjavik, ...
2
Outperformers are more Open-minded to
Innovate with Partners
Key lessons from the global IBM study 2012
3
External Partnerships Are Becoming More
Important for CEOs operating Strategies
Key lessons from the global IBM study 20...
4
Sources for Innovation – Today -
Source: IBM CEO Study
External Sources Internal Sources
Persons
Relationships
Organisat...
5
Source: IBM CEO Study
External Sources Internal Sources
Persons
Relationships
Organisations
Hot spot for innovation
Sour...
6
Main Types of Actors Gathered in a Cluster
7
But Tourism Clusters are Different….
Industry and Business structure
• High share of small businesses
• High share of fr...
8
Let‘s Have a Look how other Tourism Clusters are Doing
• Data sets were taken from a Pan-European cluster database,
cont...
9
Degree of Specialization of Tourism Clusters
Varies all over Europe
10
Critical Mass Needed
Average Size of Tourism Clusters
11
Strong Governance is one of the Key Success Factors
12
Most Cluster Have a Dedicated Strategy
13
Focus of Tourism Clusters
Cluster X All tourism clusters
14
Tourism Clusters Provide Added Value in
Information and Matchmaking
Cluster X All tourism clusters
15
Cluster X All tourism clusters
Tourism Clusters Provide Added Value in
Human Ressources
16
Cluster X All tourism clusters
Tourism Clusters Provide Added Value in
Creation Innovations
17
The Way how to Generate Innovations….
Ideas Analyses Development Monitoring
Evaluation Commitment Execution Evaluation
...
18
18
How to Create Innovations in Tourism Clusters –
6 Modules
Modules (What) Instruments (How)
 Identify competencies
-...
19
Visibility on Public Media is an Important Success Factor
20
Good Cluster Management Provides High Impact
21
How Cluster Management in the Tourism Sector
Should Work
Tasks of Cluster
Managements
in the Field of
Tourism
22
Success Stories (I)
• Objective:
- Communication strategy to promote benefits
of hydrotherapy in les Landes / FR
• Meth...
23
Success Stories (II)
• Objective:
- Creation of new equipment for providers of Carbonic Gas Baths
- Better control of t...
24
Success Stories (III)
Close cooperation of
•“experience tourism” companies
•transport operators
•accommodation operator...
25
25
Some Success Factors for Cluster Management
• Cluster emergence
• Sustainable financing
• Cluster management skills
...
26
Thank you very much for your attention
Dr. Gerd Meier zu Köcker
Chairman of the Board
Institute for Innovation and Tech...
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Clusters in the Tourism Sector

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Clusters in the Tourism sector can play a cruicial role. What are the KPI and success factors ?

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Clusters in the Tourism Sector

  1. 1. How can Cluster Management in Tourism Work? Gerd Meier zu Köcker iit – Institute for Innovation and Technology Reykjavik, 28 May 2013
  2. 2. 2 Outperformers are more Open-minded to Innovate with Partners Key lessons from the global IBM study 2012
  3. 3. 3 External Partnerships Are Becoming More Important for CEOs operating Strategies Key lessons from the global IBM study 2012 2012 2008
  4. 4. 4 Sources for Innovation – Today - Source: IBM CEO Study External Sources Internal Sources Persons Relationships Organisations
  5. 5. 5 Source: IBM CEO Study External Sources Internal Sources Persons Relationships Organisations Hot spot for innovation Sources for Innovation – Today -
  6. 6. 6 Main Types of Actors Gathered in a Cluster
  7. 7. 7 But Tourism Clusters are Different…. Industry and Business structure • High share of small businesses • High share of freelancer • High share of semi-professionals • Hetegogenous • Lack of business orientation Access to financing Cross-cutting nature Highly competitive Innovation followers Actors • Very small, no market leaders or global actors • Heterogeneous • Lack of capabilities to invest in innovations Tourism clusters Key issues and challenges… …each of which are characteristic… but not necessarily exclusive. Framework conditions
  8. 8. 8 Let‘s Have a Look how other Tourism Clusters are Doing • Data sets were taken from a Pan-European cluster database, containing more than 450 clusters (incl. 15 tourism clusters) • Internationally recognised indicators were used to describe and compare clusters and their organisations
  9. 9. 9 Degree of Specialization of Tourism Clusters Varies all over Europe
  10. 10. 10 Critical Mass Needed Average Size of Tourism Clusters
  11. 11. 11 Strong Governance is one of the Key Success Factors
  12. 12. 12 Most Cluster Have a Dedicated Strategy
  13. 13. 13 Focus of Tourism Clusters Cluster X All tourism clusters
  14. 14. 14 Tourism Clusters Provide Added Value in Information and Matchmaking Cluster X All tourism clusters
  15. 15. 15 Cluster X All tourism clusters Tourism Clusters Provide Added Value in Human Ressources
  16. 16. 16 Cluster X All tourism clusters Tourism Clusters Provide Added Value in Creation Innovations
  17. 17. 17 The Way how to Generate Innovations…. Ideas Analyses Development Monitoring Evaluation Commitment Execution Evaluation Focusofnetworkingactivitiesin theinnovationprocess Project management Innovation management Innovation management Own investigations, 2010
  18. 18. 18 18 How to Create Innovations in Tourism Clusters – 6 Modules Modules (What) Instruments (How)  Identify competencies - qualitative - quantitative - Surveys, questionnaires for participants in clusters, interviews  Identify innovation fields - technological - organisational - Trend analysis, market analysis, SWOT, PEST, Expert opinion, Expert interviews, panel discussions  Generate ideas - Workshops, customer workshops, visit conferences, initiate competition, training, learning, face-to-face meetings  Evaluate ideas and align with innovation fields - Individual interviews with researchers and market experts as well as with panel groups  Initiate projects - Build a winning team, get funding, allocate responsibilities, plan resources, benefit from group dynamics  Exploit the results of the product or service (for project partners, for the network, for the public) - Patents, promotion beyond the own cluster, start the next innovation management cycle
  19. 19. 19 Visibility on Public Media is an Important Success Factor
  20. 20. 20 Good Cluster Management Provides High Impact
  21. 21. 21 How Cluster Management in the Tourism Sector Should Work Tasks of Cluster Managements in the Field of Tourism
  22. 22. 22 Success Stories (I) • Objective: - Communication strategy to promote benefits of hydrotherapy in les Landes / FR • Method: - Involve key actors in strategy development - Pooling resources (500 K€) - Creation of regional branding • Results - One Website as One entry point - No. 1 in hydrotherapy in France again
  23. 23. 23 Success Stories (II) • Objective: - Creation of new equipment for providers of Carbonic Gas Baths - Better control of the overall process • Method: - Bringing together actors from R&D, SPA and designers - Creativity workshops - Joint R&D • Results - New equipment available - Lower energy consumption - Better working conditions for hydrotherapy personal
  24. 24. 24 Success Stories (III) Close cooperation of •“experience tourism” companies •transport operators •accommodation operators •regional cluster coordinators •R&D initiatives •national and international tourism partners and operators Strategic focus areas •Product development with a focus on creating attractive theme concepts based on international trends •Marketing activities with a primary focus on interest-based segmentation •Communication through new media and the establishment of systems that ensure optimal interactivity with the travelers
  25. 25. 25 25 Some Success Factors for Cluster Management • Cluster emergence • Sustainable financing • Cluster management skills • Spectrum and quality of services provided by the cluster management • Demand-orientation of services provided by the cluster management • Added-values provided by the cluster management • Clear targets and milestone of cluster management
  26. 26. 26 Thank you very much for your attention Dr. Gerd Meier zu Köcker Chairman of the Board Institute for Innovation and Technology Steinplatz 1 10623 Berlin Tel.: +49 (0) 30 310078-118 Fax: +49 (0) 30 310078-222 E-Mail: mzk@iit-berlin.de www.iit-berlin.de

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