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Michelle Holliday | Bouwen aan een florerend toerisme: waarom, wat en hoe?

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In haar presentatie deelt Michelle Holliday haar visie op een florerende vorm van toerisme waarin groei en succes geëvalueerd wordt aan de hand van alternatieve criteria als kracht, creativiteit, wendbaarheid, tevredenheid en weerbaarheid.

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Michelle Holliday | Bouwen aan een florerend toerisme: waarom, wat en hoe?

  1. 1. THRIVABLE TOURISM
  2. 2. IN THE MACHINE STORY, THE ONLY THING THAT MATTERS IS PRODUCTIVITY AND PROFITABILITY
  3. 3. THE MACHINE STORY HAS LED TO ALL KINDS OF PROBLEMS
  4. 4. MACHINE LIVING SYSTEM SHIFTING THE GUIDING STORY
  5. 5. THE INFORMED INTENTION AND PRACTICE OF CREATING THE FERTILE CONDITIONS FOR LIFE TO THRIVE
  6. 6. CELLS IN YOUR BODY BEES IN A COLONY TREES IN A FOREST PEOPLE & ENTERPRISES IN A COMMUNITY 1. THERE ARE PARTS
  7. 7. THE MORE DIVERGENT (OR DIVERSE) THE PARTS, THE MORE RESILIENT, ADAPTIVE AND CREATIVE THE LIVING SYSTEM WILL BE.
  8. 8. 2. THERE ARE RELATIONSHIPS THE PATTERNS AND STRUCTURES OF INTERACTIONS BETWEEN PARTS
  9. 9. E.G., CIRCULATORY, DIGESTIVE, SKELETAL & OTHER SYSTEMS & STRUCTURES E.G., THE HIVE STRUCTURE; THE DANCES BEES USE TO COMMUNICATE E.G., MYCELIAL NETWORKS TREES USE TO DISTRIBUTE NUTRIENTS ACROSS THE FOREST E.G., THE INFRASTRUCTURE & PATTERNS OF INTERACTION IN A PLACE
  10. 10. THE MORE STABLE AND DYNAMIC THE RELATIONSHIPS ARE, THE MORE RESILIENT, ADAPTIVE AND CREATIVE THE LIVING SYSTEM WILL BE.
  11. 11. YOUR BODY THE BEE COLONY THE FOREST 3. THERE IS WHOLENESS AN EMERGENT LEVEL OF LIFE WITH CHARACTERISTICS & CAPABILITIES OF ITS OWN THAT CAN’T BE UNDERSTOOD BY LOOKING ONLY AT THE PARTS THE VISITOR EXPERIENCE
  12. 12. THE MORE CONVERGENT THE WHOLE, THE MORE RESILIENT, ADAPTIVE AND CREATIVE THE LIVING SYSTEM WILL BE.
  13. 13. IN COMMUNITIES, IT IS A SHARED STORY THAT CREATES WHOLENESS - AND WITH IT, EMERGENCE OF NEW CAPABILITIES.
  14. 14. 4. THERE IS A “SELF-INTEGRATING PROPERTY”
  15. 15. THAT’S LIFE,RIGHT? IT’S WHATEVER IT IS THAT ANIMATES US AND MAKES US ALIVE.
  16. 16. TO STEWARDS OR GARDENERS OF SOMETHING PRECIOUS AND ALIVE. FROM DRIVERS OF A MACHINE...
  17. 17. LIFE’S UNIVERSAL DESIGN PRINCIPLES 1. PARTS 2. RELATIONSHIP 3. WHOLENESS 4. LIFE!
  18. 18. DIVERGENT PARTS (place-keepers / hosts & enterprises) TOURISM AS A LIVING ECOSYSTEM
  19. 19. DIVERGENT PARTS (place-keepers / hosts & enterprises) CONVERGENT WHOLENESS (purpose / visitor experience) TOURISM AS A LIVING ECOSYSTEM
  20. 20. RELATIONSHIP (place / infrastructure interactions) DIVERGENT PARTS (place-keepers / hosts & enterprises) Just under the bark of a tree lies the cambium, a thin layer of living tissue. This is where life flows between the roots and the leaves. The central core of the trunk is dead. But it plays a vital role in supporting thrivability by raising the leaves up to the light and life of the sun. CONVERGENT WHOLENESS (purpose / visitor experience) TOURISM AS A LIVING ECOSYSTEM
  21. 21. WHAT IS THE ONE CONVERSATION YOU ALL WANT TO HAVE WITH THE WORLD?
  22. 22. “We actually listened to what was in the center - to what the organization wanted to tell us, what does it want to become….” - Julie Bourbonnais, Assistant Director, Espace pour la vie
  23. 23. RELATIONSHIP (place / infrastructure interactions) DIVERGENT PARTS (placekeepers / hosts & enterprises) Just under the bark of a tree lies the cambium, a thin layer of living tissue. This is where life flows between the roots and the leaves. The central core of the trunk is dead. But it plays a vital role in supporting thrivability by raising the leaves up to the light and life of the sun. CONVERGENT WHOLENESS (purpose / visitor experience) TOURISM AS A LIVING ECOSYSTEM
  24. 24. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  25. 25. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  26. 26. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  27. 27. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  28. 28. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  29. 29. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  30. 30. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  31. 31. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. Structure “We have the support we need to make our offer” Designing physical & conceptual frameworks that support Contribution & Mastery. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  32. 32. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. Structure “We have the support we need to make our offer” Designing physical & conceptual frameworks that support Contribution & Mastery. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Systems “How we do things flows” Designing flow for getting things done, sharing information & making decisions. Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  33. 33. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. Structure “We have the support we need to make our offer” Designing physical & conceptual frameworks that support Contribution & Mastery. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Story “We reflect & renew” Designing strategies & disciplines to ensure coherence, learning & evolution at every level. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Systems “How we do things flows” Designing flow for getting things done, sharing information & making decisions. Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  34. 34. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. Structure “We have the support we need to make our offer” Designing physical & conceptual frameworks that support Contribution & Mastery. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Story “We reflect & renew” Designing strategies & disciplines to ensure coherence, learning & evolution at every level. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? THE DNA OF THRIVABLE TOURISM Systems “How we do things flows” Designing flow for getting things done, sharing information & making decisions. Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. [what/craft] [how/co-create] [why/cultivate] Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  35. 35. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. Structure “We have the support we need to make our offer” Designing physical & conceptual frameworks that support Contribution & Mastery. PLACEKEEPERS (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Story “We reflect & renew” Designing strategies & disciplines to ensure coherence, learning & evolution at every level. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? = Stewardship Supporting the fertile conditions for life to thrive at every level THE DNA OF THRIVABLE TOURISM Systems “How we do things flows” Designing flow for getting things done, sharing information & making decisions. Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. [what/craft] [how/co-create] [why/cultivate] Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.
  36. 36. As a species, our only salvation is to get more informed and more intentional about aligning with life, so that: • Hosts, visitors and other individuals experience more aliveness, joy, justice, learning, self-expression and self-awareness; • Enterprises achieve their intended purpose creatively, gracefully and resiliently, while attracting and cultivating necessary resources; • The community discovers more connectedness, creativity, resilience and self-reliance; • The biosphere is supported in its ability to be healthy and regenerative over time. WHY THRIVABLE TOURISM?
  37. 37. WHAT IS THE ONE CONVERSATION YOU ALL WANT TO HAVE WITH THE WORLD?
  38. 38. Mastery “I am awesome (and getting better!)” Enabling people to bring the best of their talent, passion & creativity to their work. PURPOSE (CONVERGENCE: VISITOR EXPERIENCE) Who are we serving? What is our shared project? Contribution “Your offering is great!” Delivering your core product or service ever more excellently. Structure “We have the support we need to make our offer” Designing physical & conceptual frameworks that support Contribution & Mastery. PASSION (DIVERGENCE: HOST EXPERIENCE) How can we serve the project? How can the project serve us? Community “Your offering is for people like me” Enabling relationship and responsiveness. Heroic Cause “I’m so happy you exist!” Creating something worthy of loyalty and enthusiasm. Story “We reflect & renew” Designing strategies & disciplines to ensure coherence, learning & evolution at every level. Membership “I belong here” Enabling people to feel connected to work, team, enterprise, visitor & community. PLACE (RELATIONSHIP: INFRASTRUCTURE & INTERACTIONS) What is our playground? What is the story? What are the rules? = Stewardship Supporting the fertile conditions for life to thrive at every level THE DNA OF THRIVABLE TOURISM Systems “How we do things flows” Designing flow for getting things done, sharing information & making decisions. Meaning “I’m deeply proud of what I do” Enabling people to apply their best talents toward something worthy. © Michelle Holliday, with gratitude to Belina Raffy and Julie Bourbonnais for extensive contributions CC Attribution-ShareAlike (CC BY-SA) [what/craft] [how/co-create] [why/cultivate] Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

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