This document presents an exploitation plan for the WelDest project, which aims to promote health and well-being in tourism destinations. The plan outlines key concepts like dissemination, exploitation, and sustainability. It identifies the project's objectives as raising awareness of results and successfully transferring results to decision-makers. The plan also outlines the project's main results - an electronic handbook, blog, and research on competence needs. It describes targeting audiences like higher education institutions, businesses, citizens, and policy stakeholders to maximize the impact and sustainability of the project's outcomes.

1. ERASMUS Lifelong Learning Program
Health & Well-being in Tourism Destination
2012 - 2014
Work Package 6:
Exploitation
Date:
Author:
Distribution:
File name
Version:
Description:
27-1-2013
Harprit Thacker
WelDest project team internal use
2012.2.1.Exploitation Plan.v04.UCB
4.0
Report presenting the Exploitation
Plan for project WelDest
Version
1
Date
1.10.2012
Status
Draft
2
3.11.2012
Draft
3
12.12.2012
Draft
4
16.1.2013
Draft
5
13.02.2013
Final
Author
Harprit
Thacker
Harprit
Thacker
Harprit
Thacker
Harprit
Thacker
Harprit
Thacker
Changes
Up-dates responding to
comments
Up-dates responding to
comments
Up-dates responding to
comments
Up-dates responding to
comments
Final version to be
completed by partners
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

2. Contents
1. Introduction 2
2. Key Concepts 2
 2.1 European 5 stage model 2
 2.2 Dissemination and Exploitation 3
 2.3 Exploitation 3
 2.4 Valorisation 3
 2.5 Sustainability 4
3. Exploitation 4
 3.1 Objectives
 3.2 Project results and products 5
 3.3 What needs does the project respond to 5
 3.4 Target Audiences 6
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

3. 4. Exploitation activities 7
1. Introduction
The WelDest project is implemented by a partnership of 7 organisations, led by
Turku University of Applied Sciences Finland.
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Turku University of Applied Sciences, Finland
University College Birmingham, UK
FH JOANNEUM – University of Applied Sciences, Austria
University of Pannonia, Hungary
Institute of Hospitality Management in Prague, Czech Republic
University of sustainable development in Eberswalde, Germany
Exploitation of results during and beyond the lifetime of the project (Work package 6)
is led by University College Birmingham (UK). All partners are involved in
dissemination and exploitation activities to ensure that the project results are
transferred to the target groups locally, regionally, nationally and internationally
The initial exploitation document, to be developed throughout the project, defines the
activities to be carried out in the project to enhance the successful exploitation of the
project results Work package 6
2. Key Concepts
Dissemination and Exploitation
The dissemination and exploitation strategy of WelDest is of crucial importance to the
success of the project. In order to understand this strategy, it is important that partners
understand the common concepts of dissemination and exploitation
Exploitation of project results has gained much attention in recent years and the
current funding programmes describe exploitation, in short, as consisting of
mainstreaming (transferring results to decision makers) and multiplication (adoption
and/or application of results by end-users). This shows that the concepts of
dissemination and exploitation are closely connected and interrelated whereby
dissemination focuses on the visibility of processes results and products, exploitation
on the application of successful results by different target groups.
2.1 The European five-stage model for dissemination and exploitation
EU education and culture programmes and initiatives incorporate five strategic levels
for dissemination and exploitation:
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

4. 
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A clear rationale for and objectives of dissemination and exploitation.
A strategy to identify which results to disseminate and to which audiences and
designing programmes and initiatives accordingly.
Determining organisational approaches of the different stakeholders and
allocating responsibilities and resources.
Implementing the strategy by identifying and gathering results and
undertaking dissemination and exploitation activities.
Monitoring and evaluating the effects of the activity.
2.2 Dissemination
Dissemination is related to making the results / products of a project visible to others,
specially the end-users, the target groups and the key-actors that can implement its
use.
Dissemination means rendering comprehensible all the activities and main results
associated with a project close to all interested key actors.
Dissemination is the process of promotion and awareness raising that should occur
throughout the project.
2.3 Exploitation
Exploitation is associated with the use of the project’s results at different levels,
during and after the implementation of the project. It is related with the necessary
action that will bring visibility to the project in order to involve the target groups, endusers, stakeholders and transfer the results/products into their professionals’ scope.
Exploitation is mostly related to the idea of convincing the key actors to use the main
products of a project. Exploitation is closely associated with the sustainability of the
project after its conclusion, since exploitation activities should ensure that the results
of the project are used by its target groups and possibly are transferred to other
contexts (e.g. other countries; other pedagogical areas, other sectors).
Exploitation is split into two components: mainstreaming and multiplication.
Mainstreaming addresses the decision-makers in order to convince them to
introduce/take into account the results/products of a project. Multiplication is more
focused on persuading individual end-users to adopt those products. This usage can be
within partnership and outside, at local, regional, national or European level.
2.4 Valorisation
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

5. Valorisation is a term that includes dissemination and exploitation, and it aims to
make the project result / product more valuable to everybody, meaning make “others”
use the product. Valorisation is the sum of both dissemination and exploitation
activities. The overall objective of valorisation activities is to promote the project and
its results and foster their use by different individuals and organisations, to attempt of
constantly spread and improve the usage and the content of the results.
2.5 Sustainability
Sustainability is the capacity of the project to continue its existence and functioning
beyond its end. The project results are used and exploited continuously. Sustainability
of results implies use and exploitation of results in the long term.
A project can be considered as sustainable if its outcomes continue after the end of
EU funding. As the sustainability of project outcomes may be difficult to anticipate
and to describe – most are not tangible.
3. Exploitation plan and strategy
The plan will be updated regularly during the partner meetings. The WelDest
partnership will constantly seek new forms of exploitation and dissemination as the
project develops.
3.1 Aim
The aim of the exploitation plan is to share with and implement results and outcomes
of the WelDest project with other HEIs, businesses and citizens (multiplication) and
all other stakeholders responsible for policy decisions, planning and management of
health and well-being destinations (mainstreaming) locally, regionally, nationally and
internationally.
3.2 Objectives
The objectives of the Exploitation plan activities are:
 To promote and raise awareness of the project contents, developments and
results
 Successfully transfer the results to appropriate decision-makers to achieve
their sustainable promotion and use
 To encourage adoption and application of results by end users during and after
the project end.
The Exploitation plan addresses the following questions:
 What are the project results and products
 What needs does the project respond to
 Who are the final potential users /beneficiaries of the project outcomes
Additionally, the plan indicates:
 Types of exploitation activities to be carried out
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

6. 
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Means and instruments to be used
Calendar of exploitation activities
Central exploitation actions are inevitably limited in scope. In order for WelDest to
have the impact foreseen , the project will increasingly support project partners to
develop their own exploitation strategies and to support them as they work to
mainstream project results. The vital requirement in the general exploitation strategy
is that individual partners increasingly become the key drivers of exploitation actions
in order for WELDEST to have significant impact in each participating country.
3.3 Project results and products
a) An electronic handbook with course design education materials and a selfassessment and development tool available through the project blog
b) A blog providing industry, academia and citizens with new opportunities to
improve and share their knowledge on H&WB and tourism related issues.
c) Research identifying current knowledge and competence needs in managing
and developing health and well-being destination’s. This includes, service
supply, resources, staff competences and elements of H&WB at tourist
destinations appreciated by both tourists and locals.
d) A self-assessment and development tool to support a more competitive and
holistic H&WB destination.
e) Identification of potential business opportunities and areas of innovation
around H&WB based services and destinations.
3.4 What needs does the project respond to?
a) A need for the EU to promote the development of sustainable, responsible and
high-quality tourism (COM, 2010, 352 final) (Page 32, para 3)
b) The need for diversification of tourism destinations that need a system of
indicators to specific thematic destinations, e.g. health and well-being tourism
destinations and their subtypes like spa-destination, fitness-destination etc.
(Page 3,2 para )3
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

7. c) The need for tackling social challenges in the area of active and healthy aging
as highlighted at “Europe 2020 Flagship Initiative Innovation Union COM
2010”. Not sure what you want to add here???(Page 32, para 3)
d) The lack of comprehensive, multidisciplinary learning material on what a
health and well-being tourism destination is and how to develop it. Research
developed from the WelDest project will assist in defining what these terms.
(Page 33, Para 4)
e) The lack of basic definitions and typologies of spas that are needed to reduce
confusion among customers, industry and governments (Global Spa summit
report 2011) (Page 32, para2)
3.5 Potential Target Audiences
Within the partnership
 Industry partner organisations
 Associated industry partners, mainly national/regional associations
 HEI partners, students and staff
Outside partnership
 Educational and research communities in related fields and sectors, e.g. health,
education, regional planners
 Other related organisations such as Spa associations, marketing consortiums
 Managers of local regional and national H&WB tourism companies and
DMOs
 Experts and consultants in regional development/tourism destinations
Other stakeholders
 Other policy and decision makers locally, regionally and nationally in
destination management, policy, environment, health, planning
 General Public
Tourists and local at H&WB destinations
 Media outlets
 Regional and national government development agencies responsible for
planning and funding
Additionally the following tables (Annex A to E) refer to the exploitation
activities carried out by each project partner
 Types of exploitation activities to be carried out
 Means and instruments to be used
 Calendar of exploitation activities
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

8. This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

9. 4. Annex: A Exploitation Plan for Finland ( TUCAS)
Type of activity and measure
Level of Date/duration Target
Partners Expected
activity location
audience involved Outcome
Local.
regional
National
Number of organisations using learning materials
Number of organisations using Electronic Handbook
Number of organisations implementing project findings
Number of consultation activities regarding the project outcomes
Blog established as a credible stakeholder interface
Number of times Self-Assessment Development tool utilised by stakeholders
Number of consultation activities regarding the project outcomes
Number of times the outputs of WelDest have been implemented into teaching
programmes
Number of new industry contacts and policy makers interested in WelDest
Number of networking events that include a reference to WelDest
Number of participants at the end project seminar and webinar
Number of times HEIs have incorporated educational materials into curricula
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

10. Number of times Weldest Camp /Destination development tool methodology
utilised
Number of sales of E handbook
Sustainable Declarations developed and implemented by partners
Academic articles in peer reviewed journals
Number of articles in national and professional magazines
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

11. Annex B: Exploitation Plan for the UK (UCB)
Type of activity and measure
Level of Date/duration Target
Partners Expected
activity location
audience involved Outcome
Local.
regional
National
Number of organisations using learning materials
Number of organisations using Electronic Handbook
Number of organisations implementing project findings
Number of consultation activities regarding the project outcomes
Blog established as a credible stakeholder interface
Number of times Self-Assessment Development tool utilised by stakeholders
Number of consultation activities regarding the project outcomes
Number of times the outputs of WelDest have been implemented into teaching
programmes
Number of new industry contacts and policy makers interested in WelDest
Number of networking events that include a reference to WelDest
Number of participants at the end project seminar and webinar
Number of times HEIs have incorporated educational materials into curricula
Number of times Weldest Camp /Destination development tool methodology
utilised
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

12. Number of sales of E handbook
Sustainable Declarations developed and implemented by partners
Academic articles in peer reviewed journals
Number of articles in national and professional magazines
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

13. Annex C: Exploitation Plan for Austria (FH Joanneum and Christian Husak Consulting)
Type of activity and measure
Level of Date/duration Target
Partners Expected
activity location
audience involved Outcome
Local.
regional
National
Number of organisations using learning materials
Number of organisations using Electronic Handbook
Number of organisations implementing project findings
Number of consultation activities regarding the project outcomes
Blog established as a credible stakeholder interface
Number of times Self-Assessment Development tool utilised by stakeholders
Number of consultation activities regarding the project outcomes
Number of times the outputs of WelDest have been implemented into teaching
programmes
Number of new industry contacts and policy makers interested in WelDest
Number of networking events that include a reference to WelDest
Number of participants at the end project seminar and webinar
Number of times HEIs have incorporated educational materials into curricula
Number of times Weldest Camp /Destination development tool methodology
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

14. utilised
Number of sales of E handbook
Sustainable Declarations developed and implemented by partners
Academic articles in peer reviewed journals
Number of articles in national and professional magazines
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

15. Annex D: Exploitation Plan for Hungary (UOP)
Type of activity and measure
Level of Date/duration Target
Partners Expected
activity location
audience involved Outcome
Local.
regional
National
Number of organisations using learning materials
Number of organisations using Electronic Handbook
Number of organisations implementing project findings
Number of consultation activities regarding the project outcomes
Blog established as a credible stakeholder interface
Number of times Self-Assessment Development tool utilised by stakeholders
Number of consultation activities regarding the project outcomes
Number of times the outputs of WelDest have been implemented into teaching
programmes
Number of new industry contacts and policy makers interested in WelDest
Number of networking events that include a reference to WelDest
Number of participants at the end project seminar and webinar
Number of times HEIs have incorporated educational materials into curricula
Number of times Weldest Camp /Destination development tool methodology
utilised
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

16. Number of sales of E handbook
Sustainable Declarations developed and implemented by partners
Academic articles in peer reviewed journals
Number of articles in national and professional magazines
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

17. Annex E: Exploitation Plan for Czech Republic (IHM)
Type of activity and measure
Level of Date/duration Target
Partners Expected
activity location
audience involved Outcome
Local.
regional
National
Number of organisations using learning materials
Number of organisations using Electronic Handbook
Number of organisations implementing project findings
Number of consultation activities regarding the project outcomes
Blog established as a credible stakeholder interface
Number of times Self-Assessment Development tool utilised by stakeholders
Number of consultation activities regarding the project outcomes
Number of times the outputs of WelDest have been implemented into teaching
programmes
Number of new industry contacts and policy makers interested in WelDest
Number of networking events that include a reference to WelDest
Number of participants at the end project seminar and webinar
Number of times HEIs have incorporated educational materials into curricula
Number of times Weldest Camp /Destination development tool methodology
utilised
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

18. Number of sales of E handbook
Sustainable Declarations developed and implemented by partners
Academic articles in peer reviewed journals
Number of articles in national and professional magazines
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

19. Annex F: Exploitation Plan for Germany (HNEE)
Type of activity and measure
Level of Date/duration Target
Partners Expected
activity location
audience involved Outcome
Local.
regional
National
Number of organisations using learning materials
Number of organisations using Electronic Handbook
Number of organisations implementing project findings
Number of consultation activities regarding the project outcomes
Blog established as a credible stakeholder interface
Number of times Self-Assessment Development tool utilised by stakeholders
Number of consultation activities regarding the project outcomes
Number of times the outputs of WelDest have been implemented into teaching
programmes
Number of new industry contacts and policy makers interested in WelDest
Number of networking events that include a reference to WelDest
Number of participants at the end project seminar and webinar
Number of times HEIs have incorporated educational materials into curricula
Number of times Weldest Camp /Destination development tool methodology
utilised
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5

20. Number of sales of E handbook
Sustainable Declarations developed and implemented by partners
Academic articles in peer reviewed journals
Number of articles in national and professional magazines
This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may
be made of the information contained therein
2013-02-13-Exploation plan-v05-UCB-R5