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![“[tourist industry] do not pay much
attention to the potential
that the area may have for
the development of tourism.
Instead they often market general attractions that are
found in many areas, for example scenic factors, climatic
conditions and cultural factors”
(Jensen, Mattsson and Sundbo, 2002:7)](https://image.slidesharecdn.com/ttrakeynotesocialinnovationtourism-150423050055-conversion-gate01/85/TTRA-Social-Innovation-Keynote-27-320.jpg)
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TTRA Social Innovation Keynote
The document discusses social innovation opportunities and challenges for tourism. It touches on seeing people as assets in tourism and balancing both social and economic development of a place. It also discusses community benefit clauses that provide social and economic conditions in public contracts. An example is provided of a social enterprise securing a catering contract through such a clause, providing opportunities for disadvantaged people.
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TTRA Social Innovation Keynote
- 1. SOCIAL INNOVATION OPPORTUNITIES AND CHALLENGESFOR TOURISM SARAH DRUMMOND WEARESNOOK.COM @WEARESNOOK @RUFFLEMUFFIN
- 2. What is anauthentic brand and experience of a place?
- 7. Tourism Slogans Inside andoutside looking
- 9. Launched in June1983, The Glasgow's Miles Better Campaign was one of the best promotions ever mounted by a British city.
- 19. Can we putpeople at the heart of place?
- 27. “[tourist industry] donot pay much attention to the potential that the area may have for the development of tourism. Instead they often market general attractions that are found in many areas, for example scenic factors, climatic conditions and cultural factors” (Jensen, Mattsson and Sundbo, 2002:7)
- 28. We see peopleas assets in tourism and balance both social and economic development of a place
- 32. “Gold Coast tryingto sell themselves at the #CommonwealthGam es closing ceremony very cringeworthy – like a tacky Sea World presentation,” - UK reporter William Watkinson.
- 36. Community Benefit Clauses Community BenefitClauses provide a means of achieving added value in public procurement by building in a range of economic, environmental or social conditions into contract specifications. Glasgow City Council has developed a policy on Community Benefits, including a requirement for contractors to specify benefits that will arise for social enterprises.
- 37. Delivering Community Benefits UnityEnterprise is a social enterprise that operates a variety of services including community care, education, training, a travel agency, and cafes. Through this it provides opportunities to people experiencing disabilities or social disadvantage. Unity has been successful in securing a catering contract valued at £200k per year for two years, where it will serve more than 200 workers per day during the construction of the Glasgow NISA/ Velodrome. This contract has been secured by way of a Community Benefit Clause enacted by Glasgow City Council as part of the Commonwealth Games 2014 procurement.
- 39. We see peopleas assets in tourism, in place, in cities, in communities, in countries When developing experience we need to consider both social and economic development
- 41. THE TOTAL EXPERIENCESAY WOMAN SUPPORTSERVICE (2009)
- 42. STORYTELLING AND VISUALISATION IRISS: ASSETMAPPING FOR PEOPLE CENTERED PLANNING I N HEALTH AND MENTAL WELL-BEING (2011)
- 43. PEOPLE DUNCAN OF JORDANSTONE| LETTERS TO THE FUTURE (2008)
- 44. INVERT THE PYRAMID TOOLUP EVERYONE TO CO-DESIGN THE FUTURE TOGETHER AND SHARE POWER
- 45. SNOOK MISSION DESIGN BEAUTIFULPUBLIC SERVICES THAT COST LESS AND WORK FOR PEOPLE
- 46. OUR PRINCIPLES ENSURE ORGANISATIONS AREEQUIPPED WITH THE TOOLS, MINDSET AND FRAMEWORKS TO CO-DESIGN GREAT EXPERIENCES
- 47. START UP STREET DESIGNINGA CITIZEN CENTERED PROCESS FOR URBAN REGENERATION
- 66. THE SOCIAL LAYER Services Citizens LocalAuthority Relationship Culture Plan Social and economic impact
- 67. Sarah Drummond |#sdingov | @wearesnook
- 71. THE MATTER SUPPORTING YOUNG PEOPLETO DEVELOP EMPLOYABILITY SKILLS AND BECOME MORE CIVICALLY ENGAGED
- 89. CYCLEHACK IS AGLOBAL MOVEMENT ON A MISSION TO MAKE THE WORLD MORE SUSTAINABLE BY REDUCING THE BARRIERS TO CYCLING CC Edinburghcyclechic https://www.flickr.com/photos/edinburgh_cycle_chic/16482434651/
- 90. THE TOTAL EXPERIENCE CCChris Hill https://www.flickr.com/photos/chdot/7029860763
- 91.
- 92. WE START BY BREAKINGDOWN BARRIERS CC _ChrisUK https://www.flickr.com/photos/_chrisuk/6621449731
- 94. THE TOTAL EXPERIENCE CCChris Hill https://www.flickr.com/photos/chdot/7029860763
- 95. THE TOTAL EXPERIENCE CCChris Hill https://www.flickr.com/photos/chdot/7029860763 BREAK DOWN PROBLEM SOLVING AND MAKE IDEAS TANGIBLE FROM THE OUTSET
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- 101. DEFINE Synthesise research findingsto outline customer needs, develop briefs, strategy and direction. • FRAMING CUSTOMER INSIGHTS • DEVELOP PROJECT BRIEFS & RECOMMENDATIONS • ESTABLISH SERVICE & BRAND PRINCIPLES Using ethnographic design research techniques to gain insight and understanding of a place and customer segment. • UNDERSTANDING USERS NEEDS & BEHAVIOUR • IDENTIFYING BARRIERS TO CYCLING • RESEARCHING THE FUTURE OF CYCLING Prototype new ideas by bringing them to life to test how products and services work with customer. • CREATE IDEA MATRIX • CO-DESIGN & USER TESTING • RAPID PROTOTYPING & TESTING Implement design outcomes and eveluate success. Build the final products and touchpoints. • REFINE FINAL DESIGN • EVALUATE SUSTAINABLE IMPACT • ESTABLISH STRATEGY & FUTURE RECOMMENDATIONS DISCOVER DEVELOP “WE’RE LOOKING TO DEVELOP A CYCLE RENTAL SCHEME. WE NEED TO DESIGN THE SERVICE” “WE WANT TO BE MORE INNOVATIVE WITHIN OUR ORGANISATION AND DEVELOP IDEAS FASTER.” “WE’RE TRYING TO MAKE OUR CAPITAL MORE CYCLE FRIENDLY - HOW DO WE DO THIS?” GOVERNMENT“WE WANT TO KNOW WHO URBAN CYCLISTS ARE IN OUR CITY,WHAT DO THEY NEED?” CYCLING ORG UNIVERSITY CYCLING ORG DISCOVER DEFINE DEVELOP DELIVER DELIVER
- 103. 48 HOUR EVENTTO DEVELOP PROTOTYPE CYCLEHACKS
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- 106. “For me, Cyclehackis about bringing together lots of heads who all equally have their own experiences and ideas, and bridging this with design talent to make ideas become a reality.” Sarah Drummond, Glasgow “In a city with no infrastructure for cycling at all, a few cycling enthusiast are braving the multiple barriers and opting for their bicycles. Beirut CycleHack is a much needed initiative to offer the opportunity to strengthen the cycling community and give them a space to create their own solutions and expand their efforts.” Public Interest Design Levant, Global Partner, Beirut “It was a wonderful experience to assemble some of Melbourne’s cycling enthusiasts, entrepreneurs, designers and decision makers under a one roof for 48 hours. Throughout the weekend we identified barriers to cycling, and we were extremely honoured to see all participants working together for a common goal, a bike friendly city.” Jani Modig, Global Partner Melbourne MELBOURNE BEIRUT GLASGOW
- 107. TOOLING UP CITIZENS -A TWO WHEELED CITIZENSHIP
- 108. PHYSICAL DIGITAL CAMPAIGN/EVENTPOLICY LOCAL PLAN
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- 110. THE TOTAL EXPERIENCE CCChris Hill https://www.flickr.com/photos/chdot/7029860763 CYCLEHACK: PHYSICAL
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- 117. CYCLEHACK: SERVICE DESIGN /LOCAL PLAN
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- 122. MacBook Pro SUBMIT HACKSEEHACKS LO CATIONHA CK T YP E SUBMIT HACK LO CATIONHA CK T YP E Cyclehacks from all over the world, in one place. Hi John | Sign out
- 123. DID CYCLEHACK ENCOURAGE YOUTO CYCLE MORE? 50% SAID YES HAVE YOU BEEN TO A HACK EVENT BEFORE? 63% SAID NO
- 124.
- 134. CYCLEHACK 2015 52 cities signedup interest 25 confirmed are running 5 continents
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- 142. MacBook Pro Name ofHack Cyclehack: 023 Submitted by: Joel32 San Francisco Name of Hack Cyclehack: 023 Submitted by: Joel32 San Francisco
- 144. CYCLEHACK 19TH TO 21STJUNE 2015 cyclehack.com
- 145. CROWDSOURCING VISION OPEN SOURCE CATALOGUEOF LETTERS TO THE FUTURE OF SCOTLAND
- 172. We are inthe uncomfortable complexity of balancing chaos
- 173. System Design Service Design StrategicDesign Education Policy Skill building Vision and action
- 174. Uber, the world’slargest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.
- 176. "It’s a lessonthat other companies pondering the move away from search and toward social discovery, would do well to emulate.” Fast Company 2012, on Air Bnb creating wish lists
- 177. LOOK AT WHATASSETS A PLACE HAS
- 178. THINK IN TOTALJOURNEYS
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- 181. BALANCE SOCIAL AND ECONOMICPRIORITIES
- 182. "GIVE PEOPLE TOOLSTHAT GUARANTEE THEIR RIGHT TO WORK WITH INDEPENDENT EFFICIENCY.” - IVAN ILLICH
- 183. THANKS FOR LISTENING SarahDrummond @rufflemuffin @wearesnook rufflemuffin.org wearesnook.com cyclehack.com dearestscotland.com