T h e 2 3 r d N o r d i c S y m p o s i u m O n

T o u r i s m A n d H o s p i t a l i t y R e s e a r c h

Editors:

Adriana Budeanu, CBS

Marie Möckel, CBS

Szilvia Gyimóthy, AAU

THE VALUES OF TOURISM

2 - 4 O c t o b e r 2 0 1 4

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PREFACE

Onbehalfoftheorganizingcommittee,wewishyouawarmwelcometoCopenhagenand the Nordic Research Symposium in Tourism and Hospitality! About 200 Nordicandinternationaltourismresearchersaregatherednowforthe23rdyeartoprogresstourism scholarship towards new frontiers. Nordic tourism today is increasinglyaffectedbyglobal conditions.Decelerating economies, climate challenges, networkedcommunitiesanddigitaltechnologiesaresettingtheirtracesontheindustryofmobileconsumption. Such transformations call for reflexive approaches in order tounderstand and eventually,make a difference in thewider contemporary context oftourism.Thisyearwewantedtoencouragetransdisciplinarydiscussionsrepresentingdifferentempirical,conceptualormethodologicalapproachesontheValuesofTourism,relevantto tourism businesses, local communities and destinations, education as well astourism research. The Call for Papers has generated an unprecedented interest thatindicatesthetimelinessofourfocus.,with162abstractbeingsubmittedandarecordof190delegatesregisteredtoattendthesymposium,reflectingaremarkablediversityofcontemporaryscholarship.Tourism’sprogresstowards(trans)disciplinarymaturityand relevance to society is also reflected in the four keynote speeches. ProfessorMonikaBüscherwilldiscussthecharacterandconsequencesoftransportsurveillancethroughaddressingembodiedsecurity, freedomand justice.ProfessorThomasO’Dellwilltalkaboutmethodologicalapproachesandthevaluablecontributionsethnographycan offer for tourism research. Professor Jafar Jafari will take a cautionary note ofinbreeding tourism scholarship and knowledge transfer to practitioners. Finally,Associate Professor Bodil Stilling Blichfeldt will encourage tourism scholars to paymore attention and conduct research regarding ordinary and mundane tourismexperiences.Apartfromstrivingforexcellenceintheacademicprogramme,wehavealsosetustheambitiontocreatethefirstresponsiblesymposiuminthehistoryofNORTHORS.Asfaras it was possible, all merchandise, food and beverages have been ordered fromecological, fair tradeor localDanishproducers.Youwill alsonotice thatwewill notprovide bottled water during breaks and meals. We hope that we will launch atraditionofresponsibleeventsandstandoutasanexampleforfuturesymposia.Finally, we would like to thank everyone who helped us in making NORTHORS23possible.Weare indebtedtoeachmemberof theScientificCommitteewhoreviewedindividualcontributions,thechairswhoofferedtheirassistanceand,nottheleast,thecollaboratingteamsofthehostUniversities,CopenhagenBusinessSchoolandAalborgUniversity.Wishingyouafruitful,inspiringandnottheleast,funconference!!!!AdrianaBudeanuandSzilviaGyimóthy,Co‐chairsofthe23rdNordicSymposium

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PREFACE 2

TABLEOFCONTENTS 3

OURRESPONSIBILITYMANIFESTO 4

ORGANIZERSOFTHECONFERENCE 5

OVERVIEWOFTHECONFERENCE 7

PARALLELSESSIONS 10

PAPERSPROCEEDINGS 25

LISTOFPARTICIPANTS 146

AUTHORINDEX 156

TABLE OF CONTENTS

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OUR RESPONSIBILITY MANIFESTO

TheResponsibilityManifestoattheNordicSymposiumfor

TourismandHospitalityResearch

Copenhagen,2014Knowinglyawareofthemultipleimpactsgenerated,initiatedorstimulatedbyourprivateandprofessionalactions,we,theorganizingteamofthe23rdNordicSymposiumforTourismandHospitalityResearch,havedecidedtotakeresponsibleaction.Operatinginlimitingcircumstancesofreducedresources,wearenotclaimingtohavecompletelyeliminatedtheenvironmental,social,oreconomicalnegativeimpactsgeneratedbyourorganizationorbyourparticipant’sattendance.However,weareproudtogiveaccountofthefewareaswherewedidthingsdifferently,withthehopethatourinitiativeisafirststeptowardscreatinganewresponsiblepracticeamongNORTHORSorganizers:

1) Efficientuseofmaterialresources:WeadoptedanenvironmentallyresponsiblepurchasingpolicyandreducedCO2emissionsgeneratedbythetransportationassociatedtoourevent.

2) Responsiblescholarship:Weputthestudyofsustainabledevelopmentintourismasacoresubjectfordiscussionduringtheconference.

3) Ethicalprinciples:Wearethefirstinternationalconferencethatopenlyandwholeheartedlyadoptedthe(draft)TEFIguidelinesforGenderEquityandBalanceinTourismConferences.

Moreinformationaboutthechoiceswehadandthedecisionswemadeunderthesefocusareasisavailableontheconferencewebsite(www.noridctourism2014.cbs.dk)andwewillalsobehappytoshareourpersonalexperiencewithpursuingthesegoalsuponrequest.Withopenheartandmind,wethankallthatsupportedthisinitiativeatCBSandbeyond,andallourparticipantsforsupportingourgoalsofdeliveringaNordicsymposiuminaresponsiblemanner.WehopethatorganizersoffuturesymposiumswillbuildonourexperienceandhelpresponsibleactiontobecomecommonpracticeintheNORTHORScommunity.

Theorganizingcommittee:AdrianaBudeanu,CanSengOoi,SzilviaGyimóthy,AnaMariaMunar,

GabriellaS.Munch,MarieMöckel,LeneMetteSørensen,LærkeKristensenCopenhagen,October2014

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ORGANIZERS OF THE CONFERENCE

ConferenceChair

AdrianaBudeanu,CenterforLeisureandCultureService,CopenhagenBusinessSchool

Conferenceco‐chair

SzilviaGyimóthy,AalborgUniversity

Membersofthescientificcommittee

AvitalBiran,SeniorLecturer,BournemouthUniversityJ.C.Brezet,Professor,TechnicalUniversityofDelft,NLMadsBødker,AssociateProfessor,CopenhagenBusinessSchool,DenmarkErikaAnderssonCederholm,AssociateProfessor,LundUniversity,SwedenDonnaChambers,ReaderinTourism,UniversityofSunderlandDianneDredge,AssociateProfessor,GriffithUniversityEduardoFayos‐Solà,PresidentoftheUlyssesFoundation/Professor,UniversityofValenciaWilliamC.Gartner,Professor,UniversityofMinnesota/Fellow,InternationalAcademyfortheStudyofTourismHenrikHalkier,Professor,AAU,DenmarkEdwardH.Huijbens,Director/Professor,IcelandicTourismResearchCentre/UniversityofAkureyriTazimJamal,AssociateProfessor,TexasA&MUniversityØysteinJensen,Professor,UniversityofNordland,NorwayCatalinaN.JuanedaSampol,Professor,Vice‐ChancellorinInternationalServices,UniversityoftheBalearicIslandsJaneWidtfeldtMeged,AssistantProfessor,RoskildeUniversityAldaMetrassD´AzevedoMendes,TemporaryInstructor,UniversityofAkureyriDieterMüller,Professor,UmeåUniversity,SwedenReidarJohanMykletun,Professor,UniversityofStavanger,Stavanger,NorwayAnnettePritchard,Professor,DirectoroftheWelshCentreforTourismResearch,UniversityofCardiffYaelRam,Lecturer,AshkelonAcademicCollege,IsraelSigbjornTveteras,AssociateProfessor,UniversityofStavanger,NorwayBrianWheeller,AssociateProfessor,NHTVBreda,TheNetherlandsHonggenXiao,AssistantProfessor,HongKongPolytechnicUniversityCarinaRen,AssociateProfessor,AAU,DenmarkCanSengOoi,Professor(MSO),CopenhagenBusinessSchool,DenmarkAnaMariaMunar,AssociateProfessor,CopenhagenBusinessSchool,DenmarkCarinaAntoniaHallin,AssistantProfessor,CopenhagenBusinessSchool,DenmarkKristianAndersHvass,AssistantProfessor,CopenhagenBusinessSchool,DenmarkSzilviaGyimothy,AssociateProfessor,AAU,DenmarkAdrianaBudeanu,AssociateProfessor,CopenhagenBusinessSchool,DenmarkJohanR.Edelheim,Professor,UniversityofLapland,FinnlandDr.ConstantiaAnastasiadou,ReaderinTourism,EdinburghNapierUniversity,UKDortheEide,AssociateProfessor,UniversityofNordland,NorwayUlrikaÅkerlund,Phd,CenterforTourismStudies,UniversityofEasternFinland

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Membersoftheorganizingcommittee

GabrielaStephanieMunch,CopenhagenBusinessSchool

MarieMöckel,CopenhagenBusinessSchool

LærkeKristiansen,CopenhagenBusinessSchool

CarinaRen,AalborgUniveristy(coordinatorofPhDworkshop)

Supportersoftheconference(withlogosifpossible)

DanishSocietyforEducationandBusiness(formerFUHU)

Department of International Economics andManagement INT) at Copenhagen

BusinessSchool

CrownePlaza,CopenhagenTowers

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ValuesOfTourismResearchAndScholarshipI.

Chair:JohanEdelheim

Thursday2ndOct./10:30–12:30

Room:D1V020

10:30–10:50 ScientisingTheStudyOfTourism KazuyoshiTakeuchi10:50–11:10 ReconceptualisingValueInTourismAndHospitality

MarkFrancis,RonFisher,AndrewThomasandHefinRowlands

11:10–11:30 DecolonizingTourismEpistemology:EnvisioningADemocratic

HorizonOfInterpretationAnaMaríaMunar

11:30–11:50 ExperienceFacilitationAndTouristValueExperience

ChoukiSfandla,MetinKozak,AntoniaCorreia11:50–12:10 Value,wasteandtourism:atopologicalinquiry RichardEk12:10–12:30 Thevalue(s)oftourism:aliteraturereview

José‐CarlosGarcía‐Rosell,MariaHakkarainen,SannaKyyrä,EstherDorsman

ValuesOf/ForTheTouristI.

Chair:PeterBjörk

Thursday2ndOct./10:30–12:30

Room:D1V023

10:30–10:50 Practicesandmeaningbehindthewordsofserviceself‐representationsinthehotelindustry ChristerKarlEldh,JohnFMonhardt

10:50–11:10 Slowtravel:thevalueoftimeintourism

TinaRoenhovdeTiller

PARALLEL SESSIONS

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11:10–11:30 TheeffectofculturalvaluesandtravelmotivesinlifestylesegmentationoftouristNinaMarianneIversen,LeifEgilHem

11:30–11:50 Tourismdestinationsatisfaction:therelativeimportanceoffirmand

attributelevelsatisfaction MaritGundersenEngeset,JanVelvin

11:50–12:10 Valueco‐creationintourismexperiences

EvaMariaJernsand,HelenaKraff12:10–12:30 Whatisthisrelationshipworth?Gift‐givingandemotionalworkin

thehospitalitybusiness ErikaAnderssonCederholm

ValuesInBusinessI.

Chair:DortheEide

Thursday2ndOct./10:30–12:30

Room:D1V041

10:30–10:50 Valueco‐creationmodellingforbigdataanalytics–thedestinationmanagementinformationsystemÅreMatthiasFuchs,TatianaChekalina,WolframHöpken,MariaLexhagen

10:50–11:10 Explainingperformanceinhotelandrestaurantbusinesses JieZhang,AstridE.Enemark

11:10–11:30 Howscienceandtechnologyaffectbusinessinnovationsintourism Anne‐MetteHjalager

11:30–11:50 Measuringtheimpactofaperformancebenchmarkingsystemonhotellabourproductivity SigbjørnTveteraas,RagnarTveterås,HelgeJørgensen

11:50–12:10 MultiplenationalismandSouthKoreanwarmemorialmuseu Young‐SookLee

12:10–12:30 Theinnovationjourneyofnew‐to‐tourismentrepreneurs IsabelRodriguezSanchez,MatildeBrotons,AllanWilliams

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ValueChainsAndNetworks

Chair:MalinZilinger

Thursday2ndOct./10:30–12:30

Room:D1V029

10:30–10:50 DestinationdevelopmentintheBotnia‐Atlanticaregion:same,sameanddifferent KajsaGrandicsÅberg,KritinaSvels

10:50–11:10 Tourismactors’socialrepresentationsofcollaborationsinIdre,

Sweden:acognitivemappingmethod IoannaFarsari

11:10–11:30 Valuinginnovationindestinationnetworks

HåvardNess11:30–11:50 ExploringNordicwaysoftourismcooperationaroundcanals,rivers

andin‐landwaterareas AnnaKarinOlsson

11:50–12:10 TheNGO‐TourismNexus‐Mappingthe‘Doings’oftheNGOizationofTourismandtheTouristificationofNGOsinLaAntiguaGuatemalaSarahBecklake

ValueOfTourismForSustainableDevelopmentI.

Chair:MaríaJoséZapataCampos

Thursday2ndOct./10:30–12:30

Room:D1V044

10:30–10:50 Conservationandtourism:AcomparativeanalysisofprotectedareapolicyandplanninginNorwayandNewZealand.JamesHigham,JanVidarHaukeland,DebbieHopkins,KregLindberg,OddIngeVistad

10:50–11:10 Valuesoftourismdestinations“inthemiddleofnowhere” MariaHakkarainen,SannaKyyrä11:10–11:30 Sustainablefoodsystems,impactsoftourismonlocalvaluecreation

JanHenrikNilsson,StefanGössling,Ann‐ChristinAndersson

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11:30–11:50 Islands’tourismandeventsasco‐designerforsustainability‐

experiencesfromtheNorthSeaWaddenRegionHanBrezet

11:50–12:10 Resourcifyingtheunique–Collaborativevaluationpracticesinrural

tourismdevelopmentinSweden ManuelaKronen

12:10–12:30 “Deconstructing”SustainableTourism(ST)andCommunity‐Based

Tourism(CBT):TowardsaRobustFrameworkofSustainableCommunity‐BasedTourism(SCBT)TekB.Dangi,SoyeunKim,TazimJamal

Value‐basedTourism

Chair:TommyAndersson

Thursday2ndOct./10:30–12:30

Room:D1V108

10:30–10:50 ConflictsbetweentourismandpowerproductioninIceland:Discourseanalysesonlanduseandthechangingideaofnaturalresources AnnaDóraSæþórsdóttir

10:50–11:10 Effectsofresourcedeclineandstricterfishingregulationsonthe

behaviorofsalmonfishingtouristsStianStensland

11:10–11:30 ToPreserveorEnhancePreciousMemories:ASegmentedMarket

Analysis SharonChang,RenukaMahadevan

11:30–11:50 Changingemployeerolesintheserviceencounterfortourismvalue

creation:educational,managerialandorganisationalimplicationsClaireForder,FlemmingSørensen,JensFriisJensen

11:50–12:10 Futurevisionsofthetourismproducts AndersSteene

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ValueOfTourismForDestinationDevelopmentI.

Chair:JulieWilson

Thursday2ndOct./10:30–12:30

Room:D1V049

10:30–10:50 Operationalizingtheperformanceofatourismnetwork.AcasestudyofNetworkLimfjorden,Denmark UrbanGråsjö,MartinGellerstedt

10:50–11:10 IfJesushadlivednowhewoulddefinitelyhaveattendedthe

Gladmatfestival ReidarJohanMykletun,AmbassadorMeretse

11:30–11:50 GenderrelationsintourismintheRussianarctic:representations

andpractices SusannaHeldt‐Cassel,AlbinaPashkevich

11:50–12:10 Finnishcountrysideasasettingforruralwellbeing‐caseFinRelax®

AnjaTuohino12:10–12:30 Therolesofeventsindestinationbranding

IraLahovuo,JenniMikkonen12:30–12:50 Events'"deserved"mediacoverageanddestinationbranding

KariJæger,TrineKvidal

ValuesForCulture

Chair:CarinaBregnholmRen

Thursday2ndOct./10:30–12:30

Room:D1V110

10:30–10:50 Thedynamicsofnatureandcultureintourism–thecaseofIlulissat,Greenland KarinaMadsenSmed

10:50–11:10 Transformed“bythewindandthesea”–exploringvisitoremotions

towardswarheritagealongtheDanishWestCoast LuluAnneHansen

11:10–11:30 ThecompetencyprofileofculturaltourismemployeesinRussia

ElenaSakharchuk,SergeyIlkevich

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11:10–11:50 Theconstructionandexperienceoficon‐cities AnneKlaraBom

11:50–12:10 Heritagization‐Tourismimpactontourists PerÅkeNilsson,DianaAlexandru,Babesj‐Bolyai

ValueOfTourismEducation

Chair:ReidarJ.Mykletun

Thursday2ndOct./15:00–17:00

Room:D1V020

15:00–15:20 Whatarethecorrelatesofworkvaluesfor16yearoldstudents:focusonprofessionswithinhospitalityandtourism ÅseHeleneBakkevigDagsland,ReidarJohanMykletun,StåleEinarsen

15:20–15:40 Students’enrolmentpreferencesinhighereducation:motivations

forchoosingtourism,economics,businessorlawstudies. CatalinaJuaneda

15:40–16:00 Skillsandformaleducationwithinthetourismsector

AndersHedetoft,TagePetersen16:00–16:20 Thevaluesofworkinginthefrontlineofthetourismindustry–the

caseoflicensedlocalguidesJaneWidtfeldtMeged

16:20–16:40 TheProfessionalSocietalAcademicNetwork(PSAN)ofTourism

DepartmentPartners–ASwedishCaseStudyTriangulatedwiththeEU‐ProjectTARSI GöranAndersson

ValuesOf/ForTheTouristII.

Chair:PeterErikaAndersson‐Cederholm

Thursday2ndOct./15:00–17:00

Room:D1V023

15:00–15:20 ‘ExperienceEuropewithoutborders’:Interrailfrictionsandregulatedmobilities MartinTrandbergJensen

15:20–15:40 Antecedentsoftouristexperiencevalue

PeterBjörk

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15:40–16:00 Theviewofmasstouristsonsustainabilityvalueatdestinations

AnnaSörensson16:00–16:20 Thevalueoftouristexperiences:Rediscoveringtheselfindynamic

spacesCarolaMay,Dr.

16:20–16:40 Theeffectofnormativeface‐to‐facefeedbackoncustomers´processenjoymentandtheirsatisfactionwiththeoutcome MayIreneFurenes

ValuesInBusinessII.

Chair:MariaLexhagen

Thursday2ndOct./15:00–17:00

Room:D1V041

15:00–15:20 Thevalueofstakeholdersintourismproductdevelopment:InsightsfromLaplandJosé‐CarlosGarcía‐Rosell,JennyJanhunen

15:20–15:40 Tourismentrepreneurshipinchangingclimate‐attitudesandenterprisevaluesinadaptationtoclimatechangeKaarinaTervo‐KankareCANCELLED

15:40–16:00 OutputgrowthandpricesofestablishmentsintheSwedishhotelindustry MartinFalk,EvaHagsten

16:00–16:20 Pilottesting/testingasmethodsininnovationprocessesDortheEide,ElisabetLjunggren

16:20–16:40 Valuecreationofnetworksandnetworkingforsmallenterprisesanddestinationdevelopment IreneCeciliaBernhard,KerstinMarianneGrundén

16:40–17:00 Mealqualityasvalueaddedtoeventandfestivalexperience KaiVictorHansen,ReidarJMykletun

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SpecialTrack:PopculturalTourism+

Chair:AvitalBiran

Thursday2ndOct./15:00–16:00

Room:D1V029

15:00–15:20 Broadeningtheexperiencescape/servicescapeconcepts:evidencefrompopularculturedestinations ChristineLundberg,KristinaLindström,MariaLexhagen

15:20–15:40 Filmtourismcollaborations–acriticaldiscussionofstakeholdersin

InterregdestinationdevelopmentprojectsLenaEskilsson,MariaMånsson

15:40–16:00 BollywoodbytheBalticSea

SzilviaGyimothy

FoodplacenexusI

Chair:SzilviaGyimóthy

Thursday2ndOct./16:00–17:00

Room:D1V029

16:00–16:20 Takingstockofthe‘Noma’‐effectFoodimagesandpreferencesat

Danishcoastaldestinations AnetteTherkelsen

16:20–16:40 Therelationshipbetweenfoodandplace

PaulEdwardCleave16:40–17:00 Businessofculture:useoffoodandwalkingtourstoaddvaluesto

tourist’sexperience ChristineLim,GladysLam,GiacintaSaw,ZhanghuiYe

ValueOfTourismForSustainableDevelopmentII.

Chair:TazimJamal

Thursday2ndOct./15:00–17:00

Room:D1V044

15:00–15:20 SamplingmethodsinIcelandictouristdestinations

GydaThorhallsdottir,AnnaDoraSaethorsdottir,RögnvaldurÓlafsson

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15:20–15:40 BiospherereserveecotourisminLakeVänernArchipelagowithKinnekulle,Sweden FredrikHoppstadius,CeciliaMöller

15:40–16:00 TheUseoflocalknowledgetoimprovegeotourismplanning–acase

studyfromKatlaGeopark,Iceland RannveigOlafsdottir

16:00–16:20 Becomingacreativedestination.Theoriesforpromotingandmake

useofinnovation EddyNehls

16:20–16:40 Guidedtoursforsocio‐environmentalchange

MaríaJoséZapataCampos,PatrikZapata,MariaJylkkä

16:40–17:00 NormsandbehaviouralintentionsinthecontextofsustainabletourismRouvenDoran,SveinLarsen

ValuesOfTourismForSocietyAndCommunitiesI.

Chair:AnnaDóraSæþórsdóttir

Thursday2ndOct./15:00–17:00

Room:D1V108

15:00–15:20 Samiintourismareas:howtoadaptatraditionallifestyletoa

tourismlandscape ChristinaEvaEngström

15:20–15:40 Theuseandnon‐usevaluesofevents:aconceptualframeworkfor

eventevaluation TommyD.Andersson,JohnArmbrecht,LarryDwyer,ErikLundberg

15:40–16:00 Thevaluesoftourismformulti‐ethniccommunities:acasestudyof

BaluchisinIran AhmadRezaSheikhi,AgustínSantanaTalavera,HeredinaFernandez

16:00–16:20 Tourismentrepreneurship:NGOs,clientismandprojectitis IngeborgMarieNordbø16:20–16:40 Comparingtourismstatisticsofacountrywithinternational

standards:EvidencefromIceland CristiFrent

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ValueOfTourismForDestinationDevelopmentII.

Chair:ConstantiaAnastasidou

Thursday2ndOct./15:00–17:00

Room:D1V049

15:00–15:20 AnIntegrativeModelofMedicalTourism:ExploringtheRelationshipsbetweenHospitalReputation,DestinationImage,Physician,ServiceQualityandPhysicalFacilities,TouristSatisfactionandWordofMouthRecommendationYuhanisAbdulAziz,ZaitonSamdin,KhairilAwang,ZulhamriAbdullah

15:20–15:40 Co‐creatingdestinationbrandinSouth‐Savo

IraLahovuo,JenniMikkonen15:40–16:00 Internaldestinationbrandingandthecaseof'FreshEyes' PeterKvistgaard16:00–16:20 MarketingofrecreationalsalmonfishinginIceland:Experiencesof

fishinglicenseoutfitters ThorgilsHelgason

16:20–16:40 Tourismdestinationevolution:whatroledo'moments'havein

change? JulieWilson,CintaSanz‐Ibáñez,SalvadorAnton‐Clavé

16:40–17:00 Thevalueofnon‐megasportingeventsforahostdestination:

Evidencefromthe2012Girod'ItaliainDenmarkGrzegorzKwiatkowski

SpecialTrack:SecondHomes

Chair:UlrikaÅkerlund

Thursday2ndOct./15:00–17:00

Room:D1V110

15:00–15:20 Secondhomeowners’andlocals’waystoutilizeenvironment–

conflictingandconsensualissuesfromFinnishLapland SeijaTuulentie,AstaKietäväinen

15:20–15:40 Secondhomes,lifestylemobilityandmultilocalliving:Acritique

DieterK.Müller

20

15:40–16:00 ´Mobilityaslifestylestrategy:lifestylesatisfactionandplace

attachmentamongtemporaryandpermanentEUlifestylemigrantsinSpain´ MariaAngelesCasado‐Diaz,AnaBelenCasado‐Diaz,JoseManuelCasado‐Diaz

16:00–16:20 “Wecouldifwewould”‐Searchingforfreedomthroughlifestyle

mobilities MarieVestergaardMikkelsen

16:20–16:40 Acriticalexplorationofanemerginglifestylemobilityindustry

UlrikaÅkerlund,MarcoEimermann,InêsDavid16:40–17:00 In‐migrationtoruraltourismdestinations‐theoreticalpointsof

departure MariaThulemark

Value‐basedManagementOfTourismOrganizations

Chair:PeterKvistgaard

Friday3rdOct./10:30–12:30

Room:D1V020

10:30–10:50 Value‐basedmanagementoftourism‐andhospitalityorganizations:Areperceptionsofculturerelatedtojoboutcome?TorvaldØgaard,OlgaGjerald,SveinLarsen,EinarMarnburg

10:50–11:10 Fromdestinationmanagementorganisationstodestination

organisationsinScotlandandDenmark:multi‐levelgovernanceversuslocalism. ConstantiaAnastasiadou,HenrikHalkier

11:10–11:30 RelationshipsbetweentravelhabitsandEuropeanidentity

formation ConstantiaAnastasiadou,EmesePanyik

11:30–11:50 Anexplorationofemployees’organizationalpracticeperceptionsin

thehospitalityindustry. OlgaGjerald,ToraldØgaard,EinarMarnburg,SveinLarsen

11:50–12:10 Internaljobsatisfactioninfluencingselectedfive‐starhotel

employees’overalljobsatisfaction Lisa‐MariCoughlan

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ValuesOf/ForTheTouristIII.

Chair:JaneW.Meged

Friday3rdOct./10:30–12:30

Room:D1V023

10:30–10:50 Thevalueofexperiencesatamusicevent JohnArmbrecht,TommyDAndersson

10:50–11:10 Avisualanalysisofaculturaltourismdestination

KlaesEringa,SherryShenghanZhou11:10–11:30 Valuesintravelguidebooks:tourismandanti‐tourismtouris

AndersSørensen,VickiPeel11:30–11:50 Conflictingrealitiesintouristdecision‐making:Personalvaluesor

socialpractice? ClareWeeden

11:50–12:10 Storytellingandvaluecreationinextraordinarytouristexperiences

DortheEide,FrankLindberg

ValuesInBusinessIII

Chair:KaiVictorHansen

Friday3rdOct./10:30–12:30

Room:D1V041

10:30–10:50 TheruralhotelsinNorwayandtheflexibilitystrategy AgnesBrudvikEngeset

10:50–11:10 Howpositivepeakexperiencescanbeusedasapowerfuldriverofinnovationintourism:exploringadifferentsourceofinnovationJohanLilja,IngridZakrisson,BoSvensson,MalinZillinger,RobertPettersson

11:10–11:30 Entrepreneurshipinexperience‐basedtourismfirm EinarLierMadsen,OddnyWiggen

11:30–11:50 TheprofitabilityoftourismbusinessesinNorway

NigelHalpern11:50–12:10 Doesgenderaffectthelevelofcashholdingsintourismfirm

MarkkuVieru

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12:10–12:30 Measuringtheefficiencyofheritageinstitutions:AcasestudyofhistoricalbuildingsinCzechRepublic ZdenekPatek

Special Track: Alternative Ontologies and Epistemologies for Tourism

andHospitalityStudies

Chair:SoileVeijola

Friday3rdOct./10:30–12:30

Room:D1V029

10:30–10:50 Thesubjectofwelcome

EmilyHöckert10:50–11:10 Fixyou:theemergenceandconsequencesofpost‐disastervolunteer

tourism ChrisMcMorran,HarngLuhSin,XuejuanZhang

11:10–11:30 Auto‐touristography–therelationalpositioningoftheresearcher‐

touristinthevalues,frameworksandscalesofmasstourism VilhelmiinaVainikka

11:30–11:50 Topologicalreflections:marketinglandscapesfortourists

EdwardHákonHuijbens11:50–12:10 Relationalontologiesandepistemologiesintourismstudies

SoileVeijola

SpecialTrack:TheFood‐PlaceNexusII

Chair:AnetteTherkelsen

Friday3rdOct./10:30–12:30

Room:D1V044

10:30–10:50 Astudyonthenatureofthefoodtourist’sexperience:thetourist’sviewpoint SandhiyaGoolaup,LenaMossberg

10:50–11:10 Placing’thelocal’intheruralfoodexperience

JosefineÖstrupBacke

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11:10–11:30 Professionalizationofhospitalityandculinaryarts

LotteWellton,IngerMJonsson,UteWalter11:30–11:50 Destinationfoodscape‐defined,modelled,andanalysed

PeterBjörk,HanneleKauppinen‐Räisänen11:50–12:10 Image,experienceandproduction:strategiesfordevelopingthe

valueoffoodtourisminDenmarkandEnglandHenrikHalkier,LauraJames

ValuesOfTourismForSocietyAndCommunitiesII

Chair:LuluHansen

Friday3rdOct./10:30–12:30

Room:D1V108

10:30–10:50 Exploringthevalueofanevent:comparingconsumersurplus,

willingnesstopayandvaluesofsubjectivewellbeingforthePeace&LovemusicfestivalinSweden TobiasHeldt,RezaMortazavi

10:50–11:10 Sustainabilityindicatorsfortourism:Frameworkformonitoring

indicatorsofsustainabilityinthetourismsystemVatnajökullNationalPark,Iceland KristínRutKristjánsdóttir

11:10–11:30 Eurovision2014aspotlatch?Exploringmegaeventsascultural

demonstrationsofcomplexoutcomes CarinaBregnholmRen,MortenKroghPetersen

11:30–11:50 Thevalueofcruisetourism–somecriticalissues

SveinLarsen,RouvenDoran,KatharinaWolff,TorvaldØgaard11:50–12:10 Destinationbranding in coastal communities: entrepreneurs’ sense

ofplace MiaLarson

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SpecialTrack:TheWondersOfNature

Chair:BenteHeimtun

Friday3rdOct./10:30–12:30

Room:D1V049

10:30–10:50 Choreographiesoflightanddarkness:compositionsofnorthernlighttourism GunnarThórJóhannesson,KatrínAnnaLund

10:50–11:10 Navigatingthestorm:embodiments,experiencesandreflectionsof

northernlightsfieldwork BenteHeimtun,GunnarÞórJóhannesson,TiinaKivelä,KatrínAnnaLund,NigelMorgan,SeijaTuulentie

11:10–11:30 Closertothewhales;thestoryofcreatingWhalesafariatAndenes

ArvidViken,AnnikenFørde11:30–11:50 Definingadventuretourism

OutiRantala

ValuesOfTourismResearchAndScholarshipII.

Chair:AnaMariaMunar

Friday3rdOct./15:00–16:00

Room:D1V020

15:00–15:20 WhatdowemeanbyExperienceProduction?‐Asuggestedecologyforthediverseconceptsofproducingandanalyzingtourismexperiences. HansGelter

15:20–15:40 Axiologyoftourism,hospitalityandevents(TH&E)

JohanREdelheim15:40–16:00 Mobilityandrealtimeexperiences–thestudyofpersonal“hot

spots” IngridZakrisson

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ValuesOf/ForTheTouristIV.

Chair:AndersSørensen

Friday3rdOct./15:00–16:00

Room:D1V023

15:00–15:20 TheAbsoluteImportanceOfStudyingTheRelativityOfRiskPerceptionsWithRegardToTravelDestinationsKatharinaWolff,SveinLarsen

15:20–15:40 Co‐creationasamoderatorontheexperiencevalue–satisfaction

relations NinaPrebensen,HyelinKim,MuzzoUysal

15:40–16:00 CountingvisitorsinVatnajökullNationalPark

RögnvaldurÓlafsson

TechnologyAndValueCreation

Chair:HåvardNess

Friday3rdOct./15:00–16:00

Room:D1V108

15:00–15:20 Theimpactofonlineinformationsourcesondestinationimageformation:destinationNorwayintheeyesoftheBrazilianmarketAnastasiaMariussen,ChristineHafnorHåvoll,MartinWeibye,PernilleRoberts

15:20–15:40 InternetandsocialmediausageamongvisitorsintheSwedish

mountainregions ChristineLundberg

15:40–16:00 Thechallengesofcollectingtourismdata

MalinZillinger

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ValuesOfTourismResearchAndScholarshipI.

ScientisingTheStudyOfTourism

KazuyoshiTakeuchi

IthasbeenmorethanacenturysincethestudyoftouristicphenomenawasfirstintroducedinEuropeinthelate19thCentury.Amyriadoftreatisesabouttouristicphenomenawerepublishedinanenormousnumberofjournals,andyetthestudyoftourismhasnotledtoacommonconvincingexplanationofwhyhumanstravel.Theauthorproclaimsthatthereasonstemsfromahabitualbehavioroftourismresearcherswhoparalleltheirheuristicconceptsoneafteranother,sometimeswithsimilarconceptsindifferentterms,andpaylessattentiontoaholisticvisionoftouristicphenomena,becausethefundamentaldiscussionofholisticvisionseemscomplicated,involvingavarietyofneighboringdisciplinaryfields.It,however,isnotastudyastokeepdisplayingindistincttheoriesindifferenttermswithatimidattitudetowardaconsensusofholisticdescription.

Thepurposeofthispaperistoproposeatheorywhichprovidesacluetothedescriptionoftouristicphenomenabydemonstratingamechanismofhumantravel,supportedwiththefindingsofanecologicalapproachtovisualperceptionandarecentthermodynamictheoryofinformationenergy.Thecorediscussionisfacilitatedwithlogicalassistancesofnaturalscience,ratherthanwiththepreviousachievementsofsocialscience.Thetargetoftourismresearchisdividedintotwo‐anintrinsiccorrelationbetweentouristandentities,andacaseoftourismbusiness,justaseconomicsdealswithconceptualmodelswhilebusinessstudypursuitsrealisticresults.

Themotivationofhumanlocomotionisbasedonabiologicalreactiontoastimulusfromenvironmentalentities.Whenhumansareborn,theyalwaysstartsearchingaroundtheirownenvironmentandexpandtheirhabitatforfoodormatingpurposes.Justaslifeformsreceiveinformationfromtheirneighboringentitiesthroughlight,sound,smell,taste,ortextureforsurvival,humanshaveimprovedhowtoreceivedetailedinformationthroughlanguage.Amessagedeliveredbylanguagecontainsastrokeofinformationenergy,andeachstimulusofenergy,aftertheimpacttothereceptorofhumansensation,generatesapertinentseriesofactions,oneofwhichishumanlocomotion.

Thedefinitionoftouristisnotdeterminedbyastatisticorheuristicconceptbutbythemomentofahuman'sencounterwithentitiesorevents.Atouristdoesnotalwayshavetotravelbutcanstayathometoencounteranentityorevent,tangibleorintangible,throughdigitaldevices.Touristicexperiences,consistingofactualoron‐sitetouristexperiencesat

PAPERS PROCEEDINGS

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destinationandmentaloroff‐sitetouristexperiencesathome,alwaysoccurwheneverandwhereverhumansencounteranentityorevent,eitheronpurposeorbyaccident,eveninthemiddleoftravelingorwatchingvisualimages.Suchanentityoreventisregardedastouristattraction.Thepaperconcludesthatstudiesoftourismbusinessbelongtothefieldofbusinessadministrationandthatanintrinsiccorrelationbetweentouristandtouristattractionshouldbethetargetoftourismresearch.Therefore,thestudyoftourismshouldbeginwiththestudyofcorrelationbetweentouristandtouristattraction.ReconceptualisingValueInTourismAndHospitality

MarkFrancis,RonFisher,AndrewThomasandHefinRowlands

Purposeofthispaper:Theconceptofvaluehassufferedfromalackoftheoreticalanddefinitionalrigourformorethantwothousandyears.Holbrook(1994)helpfullydistinguishesbetweentheterms'value'and'values';withtheformerreferringtopreferentialjudgementandthelatterreferringtothecriteriabywhichsuchjudgementsaremade.Previousresearchontheconceptofvaluehasmainlyfocusedonapproachesthatinvolveeitherattemptstomeasureit(e.g.Wangetal.,2012,Jamaletal.,2011)orasearchforatheme(e.g.GjeraldandØgaard,2008,GnothandMatteucci,2014),whilemethodologiesandmethodshavefollowedasimilarpattern.Thepurposeofthispaperistodiscusshowvalueintourismandhospitalitymaybeunderstoodthroughstakeholders'conceptionsbasedonexperiences.Buildingonthisapproachweproposeaframeworktoguideresearchersandpractitionersinmovingtowardsanunderstandingofhowtheexperientialnatureofvaluemaybeusedinempiricalstudiesintourismandhospitality.

Design/methodology/approach:Thisisatheoreticalpaperinwhichweconsiderthenatureofvalue.Asnoessenceofvaluehasbeenidentifiedinanextensiveliteraturewearguethatvalueshouldinsteadbeconceptualisedintermsoffamilymembership(Wittgenstein,2000).Reconceptualisingvalueasafamilyallowsittobeunderstoodthroughthequalitativelydifferentwaysinwhichpeopleexperiencevalueintheirlifeworld.Inaddressingthemethodologicalissuesarisingfromourreconceptualisationofvalueweproposeathree‐stageframeworkthatprovidesaneffectivemeansofresearchingvalueintourismandhospitalitycontexts.Findings:Thereconceptualisationofvalueintermsoffamilyresemblancesaddressesthelackoftheoreticalanddefinitionalrigour,andthelargevarietyoflinguisticusagesthatcurrentlyexist.Theframeworkweproposeprovidesameansofimplementingthefindingsbasedonanexperientialapproachthatconsidersthequalitativelydifferentwaysinwhichactorsintourismandhospitalityexperiencevalue

Value:Reconceptualisingvalueasafamilyhasnotbeenconsideredinpreviousresearch,whichhastraditionallyfocusedonasearchforessencesoronmeasurement.Thispaperprovidesanewperspectiveforacademicsandpractitionersintourismandhospitalityandassistsunderstandingofphenomenaassociatedwiththeconceptofvalue.Thetheoreticalmodelprovidesameansofadvancingempiricalresearchintourismandhospitalityfromtheperspectiveofstakeholders.

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Researchlimitations/implications:Conceptualisingvalueasafamilyisthefirststepinourproposedframeworkthatprovidesresearcherswiththephilosophicalbasistounderstandthenatureofvalueinagivencontext.Theframeworkandmethodologyareconsistentwiththemovetowardsqualitativeresearchasameansofunderstandingthenatureofvalue(Edvardssonetal.,2011)andbuildsonPetrickandBackman's(2002)callforfurtherresearchintoperceivedvalueintourism.

Practicalimplications:Theproposedframeworksupportsanapproachtoempiricalresearchthatcanadvancetourismandhospitalitystudiesthroughanewunderstandingofthenatureofvalue.Theframeworkprovidesasoundbasisfordiscussingvaluecreationandco‐creationgroundedinaclearunderstandingofthenatureofvalueindifferentcontexts.Tourismandhospitalitypracticeshouldchangetoreflecttheexperientialapproachtounderstandingandresearchingvalueproposedbyourmodel.

CANCELLED: Decolonizing Tourism Epistemology: Envisioning A

DemocraticHorizonOfInterpretation

AnaMaríaMunar

Thedebateoftourismresearchparadigmsoftenrevolvesaroundadivisionbetweenwhathasbeennamedthebusinessoftourismandtourismstudiesor(post‐)positivistandcritical/interpretivistapproaches.Thischaptersuggeststhatthelevelofanalysisofthisdebatehassomemajorlimitationsandthatweneedtomovebeyondthisbasicdivision.Thesedifferentscholarlytraditionsdonottakeplaceinavacuum,theyevolveundertheinfluenceofpowerfulmeritocraticandmarketizedhorizonsofinterpretation.Thisstudyadvancesthethesisthattherearetwodominantcontemporaryandparadigmatichorizonsofinterpretationinacademicepistemology,meritocracyandthemarket,anditpresentsdemocracyasanalternativewaytoenvisionandrevitalizethevaluesoftourismepistemology.

Thearticleexamineshowtheinternallogicsofthesedominantparadigmaticinterpretationsareconsolidatedinaninstitutionalrealityandcolonizewaysofunderstandingtourismresearchandscholarship.Inspiredindemocratictheory,thestudyintroduceskeydimensionsofdemocraticphilosophysuchasthepublicsphere,theprincipleofautonomy,theontologyofcitizenshipandthetheoryofcosmopolitandemocracy.Itexaminesinwhichwaysthesedimensionsrelatetotheparadigmatichegemonyofmeritocracyandthemarketandpresentsanepistemologicalproposalbasedonthelogicsandvaluesofdemocracy(rebellion,dialog,communicativeaction,inclusionandequity).Finally,thechapteraimstoraiseascholarlydebatebydisplayingutopiananddystopianvisionsofacosmopolitantourismacademy.

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ExperienceFacilitationAndTouristValueExperience

ChoukiSfandla,MetinKozak,AntoniaCorreia

Inthelightofmanagerialchallengingprocessesintourismexperiencemarketing,thepurposeofthisresearchpaperistoscrutinizetheimpactofthreemanagerialexperienceresources;namelyexperiencefacilitationprocess,substanceofexperiencefacilitationandexperiencefacilitationassessment,ontheperceptionofvalueasexperiencedbyresourcefultourists‐socio‐economicactors.Especially,thepaperinvestigatesthevalueofexperiencefacilitationprocessbyaddressingtherelationshipsbetweenrelevantconstructsandtoproposeamodel.ThroughaStructuralEquationModel,theproposedmodelwasempiricallyandstatisticallytestedamonginternationalgolfvisitorsofVictoriaGolfcourseservicein2014,Algavedestination,Portugal.

Theresultfindingssuggestthatalltheconstructsareinrelationshipsandmulti‐dimensionalindicatingthemostsignificantrelationshipsofthemodel.Andthisresultcansufficientlybeviewedasevidenceinsupportingthe15researchhypothesespresentedinthispaper.Furthermore,theserevealedfindingsareofutmostimportantforacademicandtourismserviceindustryastheyinformtheimportanceoftheexperiencefacilitationprocess.Also,theyhighlightthefacilitativeinteractionsofaproviderwithatouristviewedasfree‐conscious,independentandresourcefulinvaluingtheexperienceandbotharepartofexperiencefacilitationprocess.

TheempiricalstudywaslimitedtoVictoriaGolfcourseasaMediterraneanGolfexperiencesite;howeverthestudyisaninspirationforotherMediterraneanGolfservicesitessuchasinMoroccoandinTurkeytosustaininthechangingtourismdestinationdevelopment.FutureresearchstudycouldapplythismodeltoexaminedifferentGolfcourseexperiences,traditionsandculturesfromotherdifferingtourismregionstoimprovethegeneralityoftheresultfindings.

Thepaperadvocatesthatexperiencefacilitationprocessanditssubstanceforresourcefultouristsarerelatedtothematicexperientialeventsandfacilitativeinteractions,andthearrangementformsintheexperiencefacilitationprocessontheperceptionofvalueexperienceandsatisfactionofinternationaltourists.Thispaperfurthermorecontributesinnurturingourunderstandings,asitadvancesourcurrenttheoreticalknowledgeonfactorsthatthevalueofexperiencefacilitationprocess,invaluelineofthinking,embracesengagementandempowermentinthesubstanceofthefacilitationprocess.Inthisregard,theevaluationisimportanttojudgethemeritofcompetingfacilitatedexperienceprocesses.

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Value,wasteandtourism:atopologicalinquiry

RichardEk

Thisisaconceptualpaperthatdoesnotpresentempiricalfindings,butratheractsasaphilosophicalinquiryconcerningwaste.Intourismandhospitalitystudieswastehasbeenatopicandphenomenonthathasbeencarefullyaddressedinseveralways(thequestionofwasteinthehotelindustry,sustainabilityassessmentcriteriafortouristdestinations,municipalsolidwasteoriginatingfromthehospitalitysectorinparticularcities,foodwasteinrestaurantsandCSRintheairlineindustry,amongothers).However,therearefewattemptstodiscusswasteperseinrelationtotourismandtourismandhospitalitymanagement(oneexceptionbeingLeiper1997).Ifthetaketheclaimthattourismisanorderingforceinsociety(Franklin2004)seriously,andalsoadmitprecariousecologicalandenvironmentalsituationtoday,wecaneasilyconcludethatwasteinatouristcontextneedsfurtherelaboration.

ThisisthecasenottheleastsincetheEUhasintroducedthedirective2008/98/ECregardingthefive‐stepwastehierarchywhichmustbeintroducedintonationalwastemanagementlawsamongthememberstates(Hultman&Corvellec2012).Wastepreventionisthemostvaluedalternativeinthishierarchy,butalsothealternativethatinamostprofoundwaychallengesthehabitualunderstandingofwasteasofnovalue,assomethingvalue‐less.Thewastepreventionalternativealsochallengesthehabitualunderstandingofplanningandmanagement(ofthetourismandhospitalityindustriesandoftourismdestinations).Suddenly,theplanningforandmanagementoftouristactivities,places,mobilitiesetc.isaboutsomethingthatispresentinitsabsenceratherthansomethingthatneedstobeputinitsrightplaceinphysicalspace.Thewastehierarchy,iftakenserious,questionshowwevaluewastebutalso,intheend,howwevaluatetourismasaresourcedrivensociomaterialpractice.

Thepurposeofthispaperistopresentarelationalreadingofwasteinatouristandhospitalitycontext.Inthisrelationalreading,wasteisnotpossibletodisentangleinneatways(asfoodwastethatistakenoutthebackdoorintherestaurant)fromtourismandhospitalityassociomaterialpractices.Rather,wasteisaninherentpartofthetourism‐andhospitalityindustriesandconsequentlyneedstoberevalued(wasteismorethansomethingofnovalue).Theoriesthatareinvokedinthisinquiryaremainlyphilosophicaltakesonwaste(Lynch1990,Thompson1979)andthecurrentscholarlydialogueonthemeritsofatopologicalunderstandinginthesocialsciences(Shields2013).

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Thevalue(s)oftourism:aliteraturereview

José‐CarlosGarcía‐Rosell,MariaHakkarainen,SannaKyyrä,EstherDorsman

Althoughtheconceptofvalueiswidelyusedintourismstudies,ithasbeenseldomelaboratedfromatheoreticalperspective.Theprevailingbeliefamongtourismscholarsisthatvalueissomethingsingular.Yet,therearenumeroustheoreticalperspectivesthatcanbeusedtoexplainthemeaningofvaluewithinatourismcontext.Forinstance,valuemaybeapproachfromdifferentperspectiveslikeneoclassicaleconomics,labortheoryandmoralphilosophyamongothers.Alsoadistinctioncanbemadebetweentheusesofvalueinsingularorpluralform.While“value”isunderstoodastherelativeworththatasocietyconfersonanobjectorpractice,“values”areusedinreferencetocommonprinciplesthatguideouractions(Arvidsson2011).Aclearunderstandingofthenotionofvalue(s)andtheirintegrationintodecisionmakingisacriticalpreconditionfordevelopingtourismpracticesthatpromoteabalancebetweenpreservationanduseofresources(Crick‐Furman&Prentice2000).Theaimofthisstudyistopavethewayforstudiesonthevalue(s)oftourismbyinquiringintohowthenotionofvalue(s)hasbeendiscussedinthetourismstudiesliterature.Inparticular,weexaminethefocusandnatureofvalue(s)intourismbyconductingasystematicliteraturereviewbysearchingsevenonlinedatabases(Tranfield,Denyer&Smart,2003).Databaseswerescannedusingapredeterminesetofsearchwords.Fromalltheidentifiedreferences,weselectedonlythosethatusetheterm“value(s)”inthetitleorkeywords.Asaresult,weendedupwithafinalsampleof580paperspublishedinover50differenttourismandhospitalityjournalsbetweentheyears1976and2014.Thepapersfoundwereanalysedthematically,forinstance,accordingtohowthenotionofvalue(s)intourismwereconceptualizedandunderstoodfromatheoreticalandphilosophicalperspective.Preliminaryfindingsshowthatalargenumberofstudiestendtoframevalue(s)ineconomicandpsychologicalterms,whilefewstudiesdiscussvalue(s)inrelationtomorality,aesthetics,spiritualityandenvironmentalism.Understoodinthislight,itbecomesobviouswhyindigenousculture,traditionallivelihoods,heritagesitesandnaturemaybeviewedasvaluableintourismaslongastheymeettheprinciplesofprofit‐maximisationandcustomersatisfaction.Byillustratingthedominantperceptionsofvalue(s)intourism,thestudyseekstodrawattentiontounderresearchedaspectsofvalue(s)thatneedtobeaddressinordertopromotefurtheradvancementsinthisresearchareaandthuscontributetotheconstructionofabettertourismworld.

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ValuesOf/ForTheTouristI

Practicesandmeaningbehindthewordsofserviceself‐representationsinthehotelindustry ChristerKarlEldh,JohnFMonhardt

Theaimofthisstudyistounderstandtheontologybehindthedevelopmentofheadquarterdictatedserviceself‐representationsinhotels,withaspecificfocusonrecruitmentprocesses.Inwhatwaysaretheseself‐representationsvaluecreatingforcustomersandcompanies?Inwhatwaysdotheycontributetomeaningandmodeofproductioninhotels?Inthistextserviceself‐representationshouldbeunderstoodasstatementofaserviceconceptinhotelsthatincludeswhatisoffered,howtoperformservices,actions,treatmentofcustomersandhotelimage.Thisdefinitioniscapturingboththebaselineofservicesbutalsothecustombearingandvalueofferings(Eksell2013).Inotherstudiesithasbeenpointedoutthatthereisarelationbetweenprocessesoflearning,instructionsandservice‐scripts(Valkonenetal2013).Standardizingserviceprocessesaresupposedtominimizethetimeandeffortsinvolvedinteachingtheemployeestodothework.Ifservicescriptsdescribeshowandwhattosaytocustomers,serviceblueprintingdefineshowstandardizedservicesineverydetailshouldbeperformedtooptimizeintermsofcostsandservicedeliveryprocedures(Kostopoulosetal2012).InthehotelindustryandHiltonhotelsisoneexample,itiscommontouseservicescriptsandserviceblueprintingbecausetheneedofskillednewemployeesisminimizedandthecompanywillnotbedependentonspecificindividualsamongthestaff.However,theconceptsofservice‐scriptsandblueprintingisratherrecentlycriticizedintermsofeconomicefficiencyandcreatedvalue.Studieshavedemonstratedthatcustomersathotelscaneasilydiscernwhenanemployeeisfollowingaservicescript,andconsequentlywillhaveagenerallynegativeviewofscriptedservices.Onestudydiscusseshowamoderatelyandrelaxedscriptingaffectscustomersperceptionofquality.Asuggestionpresentedinthisstudyistogetemployeesinvolvedintheprocessofdevelopingascript.Bythisahotelcouldperformabettertreatmentofcustomers(Victorino2012).Aconsequenceofthisisofcoursethatthehotelismoredependentuponacoreofstaffandpresumablyamoreflexiblerelationtoservicerepresentations.Firststepinthisstudy,whichwillbepresentedinthispaper,istocompareserviceself‐representationswithqualitiesaskedforinrecruitmentprocessesamongfourmajorScandinavianhotelchains(450hotels).Themethodologyhasbeenquantitativetextanalysis.Theresearchisbasedontwocategoriesoftexts.Onecategoryisserviceself‐representationastheyarepresentedatwebpagesandpamphlets,anothercategoryisrecruitmentadvertisements.Thesecategoriesarecomperedtoseeinwhatextensiontheyarematching.Preliminaryresultshowsdissonancesbetweenself‐representationsanddesirablestaffskills.Thehotelsdifferwhenitcomestoself‐representationsandwhatkindofservicepositioninthemarkettheystrivefor.Therearemoreofsimilaritieswhenitcomestorecruitmentadvertisements.Theself‐representationsaredifficulttodistinguish.

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Slowtravel:thevalueoftimeintourism

TinaRoenhovdeTiller

Slowtravelasaresearchfieldhasincreasedinpopularityinthelastdecade.Theconceptstartedtogainattentionthroughonlinecommunities,andtourismresearchershavebecomeinterestedinthepossiblebenefitsthatslowtravelmayhaveonglobaltourism'scontributiontoclimatechange(Dickinson&Lumsdon,2010).Theterm'slowtravel'ishoweverfraughtwithambiguity,andattemptstoshapeadefinitionhavethusfarnotresultedincommonlyacceptedtheories.Thusfaritiscommonlyagreedthatsomeaspectoftheholidayjourneymustincludeaslowpace,decideduponbythetraveller,creatingacontrasttobusyandstressfuleverydaylifeinwesternsocieties.Thecurrentslowtravelconceptisusedasanantecedenttothisresearch,forthesakeofexplorationoftimeperspectivesandthevalueoftimeintourism.

Thisresearchwillfocusonpeoplewhoconsiderthemselvesslowtravellers,andpeoplewhoaccordingtotheliteraturewouldbeconsideredslowtravellers.Thistypeoftouristsisespeciallyinteresting,astheyseemtohaveauniqueperspectiveontimeduringtravel,inthattheypurposelyseekoutapacewhichisrelaxing,perhapscontrastingthepaceoftheirhomeenvironment.Thedriversbehindtheslowtravelphenomenonareunder‐researchedtodate,anditistheintentionoftheresearchertoclarifytheroleoftimeperspectivesindrivingtheincreaseinpopularityofsuchtravelformsandidentifyiftherearealternativekeydrivers.

Takingonestepbackfromtheliterature,theresearcherisemployingagroundedtheoryapproachtofurtherexploretheslowtravelphenomenon.Seeingasresearcherstodatehavestruggledtoverifytheirhypotheses,itisdeemedthemostappropriatemethodforformingatheoryonthetopic.Twostagesofdatacollectionhavebeencompleted,includinganalysisofblogs,andparticipantobservationandinterviewsatacycleholidayorganisedbyatouroperator.

Blogsofpeoplewhoconsiderthemselvesslowtravellersweresoughtoutforinclusioninthesample.Resultsfromthebloganalysisshowsthatthebloggersarenotconcernedwiththeirtravelmode,frequency,durationorenvironmentalimpact,ashasbeenthefocusofresearcherstodate.Theirmainmotivationsincludepersonalgrowth,andtemporalintegrationinthesocietytheyarevisiting.Timebecomesverycentraltotheexperience,asthemoretimetheyhaveforexplorationandbecomingfamiliarwiththeirdestination,thehighervaluetheyplaceontheexperience.Forthosewhohavelesstimetotravel,timeisofevenhighervalue,astheystrivetosavoureverymomentoftheirtrip.

Currentlytheresultsfromthecycletriparebeinganalysed,andpreliminaryresultsshowthatthefocusonactualpaceandtravelmodeisquiteinappropriateforshapingthedefinitionofslowtravel.Thispresentationwillfocusonthevalueoftimeandtheexperienceinslowtravel.

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Theeffectofculturalvaluesandtravelmotivesinlifestyle

segmentationoftourist

NinaMarianneIversen,LeifEgilHem

Theincreasingglobalizationofmarketsandthecriticalityofreachingtherightlifestylesegmentsmaketherelationshipbetweenpersonalmotivesandculturalvaluesanimportantareaforacademicresearchandmanagerialpractice.Theauthorsseektoprovideanunderstandingofthisrelationshipinatourismcontext,specificallyintermsofthelinksbetweentravelmotivationsandasetofculturalvalues‐materialism,uncertaintyavoidance,horizontalandverticalindividualism,andhorizontalandverticalcollectivism.Thestudyexaminedwhethertheimportanceratingsofculturalvaluesdifferacrosssegmentsoftouristsgroupedonthebasisoftheirtravelmotives.AnInternetsurveywasusedandthesampleincluded1546potentialtouriststoFjordNorway.WEconductedaclusteringtechniquetogrouprespondentsaccordingtotravelmotivesandculturalvalues.Resultsshowedthattravelmotivesandculturalvaluescanserveasdiscriminatorsbetweenlifestylesegments.Thethreemotivesegmentswerethenatureandnovelty,thestatus,andtherelaxationsegment.Thesegmentsevaluatethedestinationdifferentlyandvaryinbehavioralintentions.

Tourismdestinationsatisfaction:therelativeimportanceoffirmand

attributelevelsatisfaction

MaritGundersenEngeset,JanVelvin

Background:Touristdestinationsandtourismcompanies’focusontheirguests’satisfaction.Managersareconcernedwithbothensuringthattheirguestsaresatisfiedandthatthissatisfactionresultsinincreasedspendingrepurchasebehaviorandpositivewordofmouthreferrals(Mittal,Katrichis,andKumar2001;Oliver1993).Inorderforatourismdestinationtoenjoyrepeatvisitsandpositivewom,theirguestsmustbesatisfiedwiththeexperience.Thereisaneedforknowledgeabouthowdifferentaspectsoftourists’experiencesatadestinationrelatetooverallsatisfactionwiththedestinationasawhole.Suchknowledgewillenabletourismdestinationstofocusonimprovingaspectsthathavemoreweightintheformationofoverallsatisfaction.Theoreticalperspective:Satisfactionliteraturehasfocusedontherelationshipbetweensatisfactionwithdifferentaspectsofanexperienceandoverallsatisfaction(Mittaletal.2001;Mittaletal.,1999).Thetourismexperiencehaveleasttwodimensions(Quan&Wang,2004):Topexperiences–reflectingtheunderlyingmotivationordrivetoseektheparticularexperience(i.e.,inthecaseofwintersportdestinations–theski‐hillandrelatedproducts),and(2)supportexperiences–reflectingthefundamentalneedswhiletravelling(i.e.,bed,transport).Touristsatisfactiondependsongainedexperiencestiedtobothtopandsupportexperiences.Further,differentaspectsofthetourismproductgiveraisetotourists’satisfaction.FollowingGrönroos(1984)theseaspectscanberelatedtothephysicalproductaswellastothemannerinwhichtheproductisdelivered–i.e.,the

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service.Theobjectiveofourresearchistoidentifytherelativeimportanceofdifferentaspectsrelatingtobothfirmsthatfallintothecategoriesoftopandsupportexperiences,andattributesrelatingtobothserviceandphysicalaspectsoftheproductforoverallsatisfactionandrepurchaseintentionsatthefirmanddestinationlevel.

Dataandresults:Datafrommorethan4000touristsvisitingthewinterresortdestinationHemsedalinNorwayoverthreeseasonsareusedtotesttherelationshipsbetweenattributesatisfaction,firmsatisfaction,anddestinationsatisfaction.Resultssuggestthatintermsoftop/supportexperiences,consumersplacefarmoreweightontheirsatisfactionwithproductsrepresentingtopexperiencesthansatisfactionwithsupportexperienceswhentheyformoverallsatisfactionandbehavioralintentionsatthedestinationlevel.Further,satisfactionserviceaspectshavestrongerimpactthanphysicalaspectsonoverallsatisfactionatbothdestinationandfirmlevel.Managerialimplicationsanddirectionsforfutureresearcharediscussed.

Valueco‐creationintourismexperiences

EvaMariaJernsand,HelenaKraff

Thevalueoftourismfromaconsumerperspectiveoccurswhenthetouristinteractswithpeople,objects,andsurroundingsbefore,duringandafteranexperience.Howevertheseencountersarenotonlyimportantforthetourist'svalueoftheexperiencebutitalsocreatesvaluefortheserviceprovider,othertourists,localresidentsandthedestinationasawhole.Thevalueoccursintheco‐creation,andanunderstandingofthisco‐creationofvalueisakeyissueinordertodeveloptheoryontourismexperiences.

ThepaperpresentsanexampleofhowaconceptualgridproposedbyEideandMossberg(2013)canbeusedtounderstandco‐creationofvalueintourismbyreferringtoacaseofdestinationdevelopmentinDungabeach,Kisumu,Kenya.Thepurposeistounderstanddifferentdegreesofco‐creationintourismofferingsandtogiveimplicationsforhowthegridcanbeusedasabasefordevelopingco‐createdexperiences.

Themainimplicationsarethatthegridvisualisestheperformanceoftourismofferingsinbothaholisticandparticularway.Bythesevisualisationsitispossibletostudyandanalysethepresentstateofthetouristofferingsaswellastoelaborateonmovementsinthegridtoenhanceideageneration,whichmayresultinneworimprovedco‐createdexperiences.Usingdifferenttypesofinteractionsinthegridsrevealsforexamplethattherolesoftheguidesarecloselyrelatedtoanddifferdependingonthedegreeofco‐creation.Inafullyco‐createdexperience,theguides'rolesarenotonlyfacilitatorsbutasfriendsonanequallevelofknowledgeandperformance.Italsoexposesthattourists'interactionswithresidentsareimportantformutualunderstanding,notleastindevelopingcountriessuchasKenya,whereitisseenasimportanttoincludelocalresidentsintourismdevelopment,fromplanningtoimplementation.

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Whatisthisrelationshipworth?Gift‐givingandemotionalworkinthe

hospitalitybusiness

ErikaAnderssonCederholm

Serviceinteractionshaveanimportantroleinthedevelopmentofnewformsofintimaterelationships,suchas“commercialfriendships”.Thisisparticularlypertinentinthesmallscalecommercialhome,suchasBed&Breakfastandotherformsofhomestays,wherethehomeistheworkplaceandasenseoftogethernessbetweenhostsandguestsisregardedasanexperiencevalueandattractiononitsownterms.Theaimofthispaperistoanalysetheemotionalworkinsmallruralbusinessesinthetourismandhospitalityindustry.Morespecifically,thepaperdiscusseshownarrativesofclosenessanddistancemayactasameanstosustainambiguityortensionbetweengift‐givingandselling,andbetweenemotionalandeconomicvalues.Thestudycomprisesethnographicinterviewswithownersofsmallruralbusinessesinthetourismandhospitalityindustry,aswellasobservationsanddocumentanalysisofthebusinesswebsites.Thepaperfocusesonthenarrativepracticesofambiguitywork,wherethecommercialhomeentrepreneursarebalancingtheprofessionalandthepersonalandthusretainatensionbetweenclosenessanddistancebetweenhostsandguests.Thepaperadoptsaninteractionistperspective,drawingontwostrandsofliterature;emotionalworkandthenotionofvaluationprocessesemployedineconomicsociology.Itisarguedthatthenotionofsociologicalambivalence,andmoreparticularlythenotionofambiguitywork,mayenhanceanunderstandingofemotionalworkamongself‐employedhospitalityworkers.Itisfurtherarguedthatthedemarcationofthecommercialhomeasazoneofambivalenceiscrucialinordertosociallyconstructthenotionoftogethernessasamarketizedexperiencevalue.

ValuesInBusinessI

Valueco‐creationmodellingforbigdataanalytics–the

destinationmanagementinformationsystemÅre

MatthiasFuchs,TatianaChekalina,WolframHöpken,MariaLexhagen

ThepaperpresentsaknowledgeinfrastructurewhichhasrecentlybeenimplementedasgenuinenoveltyattheleadingSwedishtourismdestinationÅre.ByapplyingaBusinessIntelligence(BI)approach,theDestinationManagementInformationSystemÅre(DMIS‐Åre)drivesknowledgecreationasapreconditionfororganizationallearningattourismdestinations.Afterintroducingtheconceptofthe‘KnowledgeDestination’,thepaperdescribesmajorelementsoftheBI‐basedknowledgeinfrastructure,suchasdatawarehousing,knowledgegenerationthroughDataMiningandOnlineAnalyticalProcessing(OLAP),aswellasthevisualizationofdataanddataminingmodelsintheDMIScockpit.

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Thecustomer‐basedbrandequityconceptappliedinatourismdestinationcontextservesasthetheoreticalbaseoftheunderlyingdatamodel:bytakingintoaccountavalue‐co‐creationapproach,themodelconsistsofthecustomers’evaluationofthedestinationpromiseintermsoftransformingtangible,intangibleandsocialdestinationresourcesintotourists’value‐in‐use.Moreover,destinationbrandawarenessisassumedtoaffectthecustomers’evaluationofthedestinationpromise,which,inturn,determinestourists’behaviouralintentionstowardsthedestination.Byimplementingaweb‐basedsurveyandusingalinearstructuralequationmodellingapproach,themodelisempiricallytestedfortheSwedishskidestinationÅre.Resultsshow,forinstance,thesignificantcontributionofcustomerbenefitsandvalueformoneytocreatedestinationloyalty.Afterhavingdiscussedthedevelopmentandvalidationprocessofsurveyitemsmeasuringcustomerexperience,thepaperhighlightshowDMIS‐Årecanbeusedbytourismmanagerstogainnewknowledgerelatedtocustomers’value‐co‐creationprocessesatthedestinationÅre.Firstofall,itisshownhowapersonalizedDMISdashboardsummarizesusefulsurveyinformation,suchascustomers’useofbookingchannelsandguestprofiles,suchasdemographics,travelgroup,travelmode,sendingcountry,etc.Secondly,customers’feedbackdatareflectingperceiveddestinationbrandawareness,satisfactionwithwintersportservices(i.e.skiingandnon‐skiingactivities),destinationfeaturesandservices,anddestinationloyaltyisvisualizedandcanbegroupedbymanagersthroughOLAPfunctionalitiesbyvariousdimensions,suchascustomers’profileandtripbehavior.Finally,byapplyingDataMining‐basedmethods(i.e.machinelearning)thedriversbehindoveralldestinationsatisfactionandguestloyaltycanbeempiricallyidentified.Thepaperdemonstratesthatbymonitoringuniquedestinationandtourist‐specificexperiencedimensions,destinationmanagementcancontrolboththevalue‐in‐useforcustomersandcustomerloyalty,therebyupgradeandevaluateitsmarketingstrategy,and,finally,discoverinnovationpotentialsforhighlyexperientialtourismproducts.AfteraconcludingdiscussionofmajorcomponentsbuildingtheprototypicallyimplementedBI‐basedDMISinfrastructure,theagendaoffutureresearchissketched.Thelattercomprisestheapplicationofreal‐timeBusinessIntelligencetogainreal‐timeknowledgeontourists’on‐sitebehaviorattourismdestinations.

Explainingperformanceinhotelandrestaurantbusinesses

JieZhang,AstridE.Enemark

ThepurposeofthepaperistoinvestigateperformanceinhotelandrestaurantbusinessesinDenmark.Theanalysisplacesaspecialemphasisonfactorsthatinfluencebusinessperformance.Weexplorethefactorsfrombothinternalbusinessfactors,suchasinvestmentandprofitsofbusinesses,aswellasthelevelofemployee'seducation;andexternalfactors,suchasproductivityofhotelsandrestaurantsinthemunicipalitywherethebusinessesaresituated,anddemandsidefactorssuchastourismdemandforhotelsandrestaurants.Alocationfactorandfactorforbusinessagglomerationarealsotakenintoconsideration.

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ThedataappliedforthisanalysisisthebusinessregistereddatabasefromStatisticsDenmark.Thereareapproximately13,000hotelsandsimilarbusinessesand102,000restaurants,caféandsimilarbusinessesinthedatabase.Thisdatabaseismergedwithpersonalregistereddatawheretheemployedpersonsatbusinessesareincluded.Theexternalvariablesareobtainedfromregionalproductionaccountsandregionaltourismsatelliteaccounts.

Wetestourhypotheseswithaneconometricmodelonthebasisofmicrobusinessdata.Preliminaryresultsshowthatperformanceinhotelsandrestaurantsispositivelyrelatedwithprofits,levelofinvestmentofbusinesses,productivityofhotelsandrestaurantsintheirregionsandconcentrationofbusinesses.Itisfoundthatprofessionaleducation,forexample,asacookhasapositiveimpactontheperformanceinrestaurantbusinesses.Ahigherlevelofeducationinhotelbusinessesalsohasimpactsontheperformance.Demandfromtouristsplaysaroleinthebusinessperformance.Itisfoundthatthemoretourismexpendituresathotelsandrestaurantsinthemunicipalities,thebettertheyperform.Thelocationfactortellsusthatthehotelsandrestaurantssituatedinthecitycentresperformbetterthanthoselocatedelsewhere.Furthermoreitseemsthebusinesseshavedifficultyinperformingwellwhenlocatedintheperipheralregions.

Thecontributionofthisarticletothescientificresearchisthatweapplymicrobusinessdatawithinhotelandrestaurantbranchestoexplorethebusinessperformanceintourismindustry.Thereisnotmuchresearchsofarthatappliesbothmicrobusinessdataandpersonalregistereddataforanalysinginhotelandrestaurantbusinesses.Ithasalsoallowedustocomparetheperformancebetweenhotelbusinessesandrestaurantbusinesses.Thepotentialimplicationofthisresearchistounderstandtherelationshipbetweenthebusinessperformanceandaseriesoffactors,eventuallyhelptourismbusinessestoimprovetheirmanagement.

Howscienceandtechnologyaffectbusinessinnovationsin

tourism

Anne‐MetteHjalager

Thispaperattemptstoexpandthecomprehensionofimportantdrivingforcesinthedevelopmentoftourism.Theaimistomapandcategorizeinnovationsthatbasicallyhappenedoutsidethetouristsectorinscienceandtechnologymoregenerally,butneverthelesshaddecisiveimpactsintourism.Accordingly,itaddressesthederiveddevelopmentsthattakeplaceintourismasaconsequenceofscientific,technological,institutionalandotherinnovationsoutsidethetourismsector.Thepaperrecognizesthatmaterialandimmaterialvaluesarecreatedinothersectors,anddisseminatedtotourismbusinesses.

Thepaperisacontributiontotourismhistory,andgoesbackmorethanacentury.Thetricklingdowndependsoninstitutionalchangesandabsorptivecapacityinthetourismsector.Theimpactscontributemainlytothesocialandphysicalefficacyoftourists,includingreductionofrisksandimprovedmobilityandaccessibility.Innovationsalsolaythegroundforentirelynewtouristicexperiences.Numerousinnovationsare

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implementedtoincreasetheproductivityandperformanceoftourismenterprises.Thepaperprovidesexamplesofinnovationsthatledtotheopeningofnewdestinations.Institutionalandinformationalinnovationsproliferatedintocriticalmodernization.Adeepercomprehensionofdisseminationpatternscanbeusefultowardsfuturetourisminnovationpolicies.

Whydosomeinnovationsaffecttourismrapidlyandsubstantially,whileothersstaggerforalongtimebeforetheyareexploitedinatourismcontext?Thediffusionofinnovationimpliesorganizational,cognitiveandinstitutionalboundarycrossing,throughmoreorlesspermeableboundariesandwithmoreorlessrigidgatekeepers.Thepaperdiscussesthepossibilitiestounderstandthediffusionofsciencethroughtheoriesofboundary‐spanning.

Measuringtheimpactofaperformancebenchmarkingsystemon

hotellabourproductivity

SigbjørnTveteraas,RagnarTveterås,HelgeJørgensen

RisinglabourcostsmakeitincreasinglychallengingforhotelsinNorwaytobeprofitable.Simultaneously,hotelroomcapacityisrapidlyexpandinginseveralNorwegiancitiesandwilllikelyreducehotelroomprices.Thesetrendswillpressureprofitmarginsandmakeitmoredifficulttooperatewithoutlossesinthemediumtolongtermunlesshotelsfindnewwaystoimproveprofitability.Oneareathatcancontributetoimproveprofitabilityisenhancementoflabourproductivity.Thisareahasreceivedlimitedattentioninhospitalityresearchandinthehotelindustrypractice.

However,inamorerecentstudybyKimes(2011)leadersinthehotelindustryrespondthattheyexpectfocustoshiftfromrevenueperavailableroom(REVPAR)togrossoperatingprofits(GOPPAR)asthekeyperformancemeasure.Ifthisistrue,thenitreflectsachangefromthetraditionallymarketing‐orientedperspectiveinthehotelindustrytoamoreequalemphasisontheproductivityandcostsideoftheprofitequation.BakerandRiley(1994)pointedouttheimportanceforproductivityofscalinglabouruseaccordingtodemandlevelssincestorageofhotelroomsisnotfeasible.Thisimpliessomelevelofintergrationorcoordinationofsales(marketing)andoperationsfunctions.

InthisstudyweusedailydatafromoverfiftyhotelsinaleadingNorwegianhotelchaintoestimateaneconometricstochasticfrontiermodeloflabourproductivity.Inparticular,weareinterestedinvestigatingwhetherhotels’useofPerformanceManagementIntelligence(PMI)softwarepackage,aperformancebenchmarkingsystem,leadtohigherproductivity.Theinformationfromthesystemissupposedtomakeiteasiertomatchsalesforecastwithlabourneedsandtherebyfacilitateimprovedplanningofstaffing.Hence,themainhypothesisisthathigherfrequencyuseoftheperformancemeasurementsystem’sforecastingandbenchmarkingcapabilitiesincreaseslabourefficiency.Thedataisorganizedasanunbalancedpaneldatawithdailydataspanningfrom2003to2014.Weareabletorankthe50+hotelsaccordingtolevelofefficiencyinlabouruse.Furthermore,ourresultsindicateastatisticallysignificantproductivityimprovementbasedonhigherfrequencyuseoftheperformancebenchmarkingsystemPMI.

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MultiplenationalismandSouthKoreanwarmemorialmuseum

Young‐SookLee

Museumsandtheircontents,usedasastrategicinstrumentbypoliticalpowersofacountry,oftenpromotenationalism.WarMemorialofKoreaisoneofthelatestvenuestonurtureandpromoterightwingnationalismintheSouthKoreansocietyassuggestedbyresearchinpoliticalsciences.Thispaperaimstoa)uncovertheelementsofnationalismexpressedintheexhibitionsonKoreanWaratWarMemorialofKorea;andb)locatethisformofnationalismamongotherformswithinthesocietyanddrawimplicationsforvisitorsatisfaction.Drawnfromsocialsciencedisciplines,multipleanddifferentnationalismsisthetheoreticalunderpinningofthisstudy.Basedonthecontentsoftheexhibitions,anin‐depthinterviewwiththemuseummanagerandmemosleftbythevisitorsintheguestbook,thispaperidentifiestwofacetsofnationalismintheexhibitions.Locatingthisformofnationalismamongothersinthesociety,thispaperarguesthatthisformofnationalismisanexpressionofstatismandhasbeentheideologicalbasisforthesecurenationbuildingdrivesuntil1989.ThisidentifiednationalismdemonstratesauniquepositionthattheSouthKoreangovernmentexperiencescomparedtoitsneighboringcountryChina.InChina,diversityofitsnationalsposeschallengesintheirexpressionsofconsolidatednationalism.AstrategyemployedbytheChinesegovernmentisresortingtopatriotism‐likenationalisminitsefforttolegitimisethepowerofthegovernment.WhatiswitnessedinSouthKoreainitsexpressionofnationalismisthedilemmaowingtothesociety’smonolithicrace,historyandculturalbackgroundbutdifferentpoliticalideologies.ThenationalismpromotedbytheSouthKoreangovernment,somehow,neededtoillegitimisethesamerace,historyandculturedNorththatwasestablishedoncommunistideology.ThestrategytakenupbythedominantSouthKoreansocietyuntil1989isanti‐communistandpro‐Americastatismexpressedasrightwingnationalism.Since1989,however,theSouthKoreansocietysawdifferentformsofnationalismspringingup,demonstratingmultiplenationalismphenomenaintheEastAsiansociety.Thispapersuggeststhatnationalismexpressedinmuseumsshouldnotbeviewedhomogeneouslyandmultiplefacetsneedrecognizedinresearchingtourismpractices.Tourismmarketersandplannersarerecommendtousetheconceptofmultiplenationalismintouristestablishments,becausetheoveralltouristexperiencescanbemanagedeffectivelywithaspecificmarket‐focusedapproach.

Theinnovationjourneyofnew‐to‐tourismentrepreneurs

IsabelRodriguezSanchez,MatildeBrotons,AllanWilliams

Theroleofentrepreneursasinnovatorsandagentsofchangeintourismisstillaneglectedtopicwithintheemergentresearchagendaoftourisminnovationstudies.Theprocessofinnovationhasoftenbeenreferredtoasa"blackbox"andthestudiesoftourisminnovationhavemainlyfocusedattentionontheinput(knowledge,capitaletc.)andoutputoftheprocess(natureandtypesofinnovation,impactonperformanceetc.).Thispaperfocusesontheentrepreneur,thekeyactorintheinnovationprocesswhichis

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conceivedasdifferentstagesofajourneythatbeginsfromideagenerationandendswithitsimplementation,withvaryingdegreesofsuccessorfailure.Tourismresearchershavedemonstratedtheconsiderablediversityamongsttourismentrepreneurs,butthatresearchhasfocusedmoreontheirmotivationsandresourcesthantheirroleininnovation.Oneespeciallyneglectedstrandofentrepreneurshipisthosewhoarenew‐to‐tourism.Consequently,thisstudyhastwoaims.First,itexploresthecharacteristicsandmotivationsofasampleofmainlynew‐to‐tourismentrepreneurs.Whatmotivatestheseentrepreneurstoinvestintourismandwhatdistinctiveknowledgeandexperiencestotheybringtotourisminnovation?.Italsoemphasizestherelationalnatureofinnovation,forinnovationisnottheoutcomeofheroicindividualism,butisasocialandinteractiveprocessinvolvingindividualswithdiversetalentsandskills.Second,thestudyalsoaimstounderstandthecomplexityoftheinnovationprocessorjourney,thebarriersencounteredatdifferentstages,andhowtheseareovercome.

Thetwo‐stepresearchmethodisbasedonasampleofentrepreneursparticipatinginapublicprogrammeinSpain,theEmprendeturProgramme,whichprovidessubsidizedloanstofundentrepreneurswithinnovativetourismprojects.First,thepreliminarystopistoidentifytheentrepreneurs'professionalprofilesandcareers,usingbusinessnetworkssuchasLinkedIn,withdatabeingcorroboratedbytheentrepreneursthemselvesthroughSkypevideointerviews.Secondly,semistructuredinterviewswillprovideopportunitiesfortheentrepreneurstonarratethestoriesoftheirinnovationjourneys,andreconstructthechallengesencounteredateachdecisivestage,andhowthesewereovercome.

Innovationhasbecomeapolicymantrainrecentyears,buttheprocessofimplementationispopulatedbydiversegroupsofentrepreneurswhomarshalvariedresourcesinordertoovercomearangeofinternalandexternalbarriers.Thisstudyidentifieskeyfeaturesofthedistinctivenon‐linearinnovationjourneysoftheenigmaticgroupofnew‐to‐tourismentrepreneurs.Thesedemonstratenotonlytheimportanceoftheirdistinctivehumancapital,butalsohowthisisvalorizedthroughcomplexinteractionswithotherindividualsandagencieswithcomplementaryresources,whichcollectivelyconstituteaninnovationecosystem.

ValueChainsAndNetworks

DestinationdevelopmentintheBotnia‐Atlanticaregion:same,

sameanddifferent

KajsaGrandicsÅberg,KritinaSvels

Duringthelasttwentyyears,tourismhasbeenpromotedasawaytosustaineconomicactivitiesinperipheralareassuchasallthreepartsoftheBotnia‐Atlanticaregionincludedinthisstudy:thecountiesofNordlandinNorway,VästerbotteninSwedenandÖsterbotteninFinland.

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Theregionalgovernmenthasleftitsformeridentityofcontrolandcommandbehindandenteredthestageofdestinationdevelopmentasanactoralongsidetheprivatesector.Theunderlyingviewontourismisthatitisadirigibleanddefinablecommercialactivitywhosedevelopmentmustbesupervisedandregulatedinorderfortheexpectedgainstobereapedandriskstobeavoided.However,researchclaimtherearecomplexitieswithinthebusinessoftourismthatmakeitdifferentfromotherindustriespreviouslypointedoutasatoolsforregionaldevelopment.Onthepro‐sideofthisistheaspectthattourismisanindustrywhichmaybebasedonnaturalresourcesnotinneedoflargeeconomicinvestmentstoberefinedintocommoditiesandlabor‐intense.Theconsaremuchlinkedtothemulti‐facetednatureofthetourismproductanditsproducers.Priorresearchondestinationdevelopmenthaspresentedthecommunityapproach,wheretourismisanintegratedpartofthelocalcommunity,asopposedtothecorporateapproachwherethedevelopmentisbeingledbyonestrongcommercialactor(Flagestad&Hope,2001).Theformeremphasizestheviewondestinationdevelopmentascollaborationinneedofmediatorsbridginggapsbetweenactors(Murphy&Murphy,2004).

Thispaperpresentsastudyfocusingonthemulti‐actornatureoftheproducer‐sideoftourismanditsrelationtoregionaldevelopment.Thematerialwascollectedthroughinterviewswithstakeholdersfrompublicaswellasprivatesectorofthethreecaseareas.Oneofthekeyaspectsofthemanymodelsandstrategiesaimedatcreatingplanned,touristicdevelopmentistherelationbetweentheinvolvedactors:Whoistoholdthedecisivepowerandwhoisgivenpossibilitiestoinfluenceonthesettingofstrategies?Aspectsoftrustandpartnership(e.g.Glasbergen,2011)arescrutinized,pronouncingthedifferencesinlocalunderstandingandperformanceofhierarchyandcollaboration.Theresultshowsdisparitiesbetweenthedifferentcaseareas,infactthedifferencewassostriking that the original comparative research approach had to be revised. Beside thefactualdifferencesbetweentheregions,thisstudyevokesquestionsforfurtherresearchconcerningtheuseof"bestpractice"andnormativemodels.

Tourismactors’socialrepresentationsofcollaborationsinIdre,

Sweden:acognitivemappingmethod

IoannaFarsari

Theaimoftheresearchistoexaminetourismactors’perceptionsofcollaborationsinIdre,Sweden,andrevealdifferencesandsimilaritiesinthewaythatindividualactorsvaluetheoutcomesofcollaborations,inwhattheyconsiderasimportantincollaborationsandhowcollaborationsintheareatakeplace.Thisisexaminedwithcognitivemappingtakingasocialrepresentationstheoryapproach.

SocialrepresentationsdevelopedbyMoscovichiareaboutacognitivesystematthesociallevelallowingthemembersofacommunitytoshareacommonunderstandingofthingscommunicateandactcohesively(Nicolini1999).Socialrepresentationsintourismhavebeenusedsofarmainlyinexaminingattitudesofhostcommunitiestowardstourism.Socialrepresentationsinthestudyoftourismplaceemphasisonthesocialconstructionoftourismallowingmorepowertothemembersofthecommunityandthusenabling

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sustainabledevelopment(Moscardo,2011).

Cognitivemappingoffersamethodtoelicitandanalyseperceptionsanindividualholdsaboutaparticulardomain.Comparisonsbetweencognitivemapscanrevealsimilaritiesanddifferencesinthewaythedomainunderinvestigationisconstructedandunderstoodwhiletheanalysisofthecognitivemapscanrevealvaluesandcentralconstructsinindividualcognition.Thesecharacteristicsmakecognitivemapsparticularlyattractiveinexaminingsocialrepresentations.Surprisinglyhowever,hardlyanystudyhasattemptedtodoso.

Usingakeyinformantssamplingtechniquetogetherwithsnowballing,thestudyidentifiedeighttourismactorsintheareacoveringseveraltypesoftourismstakeholders.AcognitivemappingmethodbasedonSODA(EdenandAckermann,2001;Farsari,ButlerandSzivas,2010)approachusingsemi‐structuredinterviewswasusedtostudyperceptionsoftourismactorsinIdre,Sweden,aboutcollaborations.DatawereanalysedusingDecisionExplorer’sanalyticaltools.Value,hieset,potency,domain,centralityandclusteranalysiswereusedtoanalysecognitivemapsandrevealgoals,keyissuesandclustersintheperceptionsoftourismstakeholdersaboutcollaborationsinIdre.Consequently,theindividualmapswerecomparedagainstthesefindingstorevealsimilaritiesanddifferencesintheperceptionsoftourismactors.

Thisisstillaworkinprogress.ResultsareexpectedtorevealkeyissuesincollaborationsbetweentourismactorsinIdre,aswellassimilaritiesanddifferencesinthewayactorsconstructtheirperceptionsofcollaborations.Thiscomparisonwillallowrevealingwellestablishednotionsincollaborationsintheareaaswellasdifferencesandgapsthatmighthinderthem.Resultsarediscussedinlightofrepresentationstheorytohighlightwhetherthereissomeconsensusintheunderstandingofcollaborationsinthearea.

Practicalimplicationsincludetheidentificationofimportantaspectsinactors’collaborations.Inthiswaycollaborationsmightbestrengthenedenhancingsustainabletourismdevelopmentinthearea.Theoreticalcontributionoftheresearchemanatesfromthestudyingofsocialrepresentationsincollaborationsandmoreoverusingacognitivemappingmethod.Hardlyanystudyhasusedcognitivemappingtoexaminesocialrepresentations.Thisresearchaimsatexploringtheuseofaspecificcognitivemappingmethodtothisdirectionandthuspotentiallyofferthegroundformoreresearchinthearea.Veryimportantly,withthismethod,findingsarenotonlybasedonthecontentbutalsoonthewayactorsstructuretheirperceptionsallowingamorethoroughunderstandingandstudyingofthem.

Valuinginnovationindestinationnetworks

HåvardNess

Iexplorehowadministerednetworksenhanceindividualfirmanddestinationlevelinnovationintourismnetworks.Thefindingssuggestthatnetworkcharacteristicsmatters,andthatmeetingplacesbetweenfirmsareimportantforbothfirmanddestinationlevelinnovation.

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Tourismdestinationsmightbedefinedas"ageographical,economic,andsocialunitconsistingofallthosefirms,organizations,activities,areasandinstallationswhichareintendedtoservethespecificneeds"ofthetourist(Flagestad&Hope,2001,p.449).Thus,tourismdestinationsareco‐producingnetworkswhereindividualtourismfirmsareinterdependentonotherfirmsastheyonlyprovidea(small)partofthevisitors'experience(Buhalis,2000;Murphy,Pritchard&Smith,2000).Furthermore,destinationsarethemselvespartofregions,wheredifferentdestinationsalsomightcomplementeachotherinprovidingtouristswithatotalexperience.Thus,itbecomesimportanttounderstandhownetworkscan(tosomeextent)beadministeredtoenhancedestinationnetworkinnovation(Novelli,Schmitz&Spencer,2006;Saxena&Ilbery,2008;Scott,Cooper&Baggio,2008).

Innovationisexploredfromtheperspectivesofnetworksandabsorptivecapacity(ACAP;Cohen&Levinthal,1990;ZahraandGeorge,2002).Absorptivecapacityisdefinedas"asetoforganizationalroutinesandprocessesbywhichfirmsacquire,assimilate,transform,andexploitknowledge"(Zahra&George,2002,p.186).TheACAPperspectivehasbeenappliedtodifferentlevelsofanalysis(Zahra&George,2002),andhasbeenarguedtobeaparticularusefulperspectiveinatourismnetworkcontext(Shaw&Williams,2009).Networksmightbedefinedas"asetofnodesandthesetoftiesrepresentingsomerelationship,orlackofrelationship,betweenthenodes"(Brass,Galaskiewicz,Greve&Tsai,2004,p.795).Acoreargumentinnetworktheoryisthatties(ie.relationships)betweenfirmsfunctionasinformationconduits,andresearchhasshownthatnetworktiesspeeduplearning,innovationandspreadofefficientbusinesspractices.However,administerednetworks,definedasnetworksthatarepartlymanagedbysomeformof"hub"orcoordinatingorganizationalunit,provideadditionalopportunitiesfororganizedinformationandknowledgesharingthatmightspurinnovation.Thus,thepaperaddresshowtourismdestinationnetworkinnovationdependsoninformationandknowledgeflowsbetweenfirms,andhowadministerednetworksofferaparticularopportunityforestablishingdifferentkindsofknowledge‐enhancingcontexts(VonKrogh,Ichijo&Nonaka,2000),ormeetingplaces,forfirmstointeract.

Toexploretheseissues,asingleembeddedcasestudywasconducted.Thefindingssuggestthattherelationalcharacteristicsofthenetworkmatters,andthatorganizedarenasforinteractionandknowledge‐sharinghaveapowerfulpotentialforenhancinginnovationbothinindividualfirmsandparticularlyatthenetworklevel.Furthermore,thefindingssuggestthatactorsfromdifferentinstitutionalcontexts,aswellasrichvariationinknowledge‐enhancingcontexts,areimportantandthatpositivecomplementaritiesbetweendifferentactorsandknowledge‐enhancingcontextsexist.Finally,thefindingssuggeststronginterdependenciesbetweenthelearninglevels.

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ExploringNordicwaysoftourismcooperationaroundcanals,

riversandinlandwaterareas

AnnaKarinOlsson

Thereisanincreasinginterestforexploringand/re/developmentofwaterandwaterwayssiteswithsurroundingareasusedforleisure,recreationandtourism(seee.g.Erfurt‐Cooper,2009;Jennings,2007).Waterhasalwayshadgreatimpactonhumanlifeandthedevelopmentofcitiesandregions.Marine(ocean)andcoastaltourismisaveryfastgrowingareawithincontemporarytourism(Hall,2001)hencethereisalsoanincreasinginterestforinlandwaterareassuchaslakes,riversandcanalsasvaluableresourcesfordestinationdevelopment(HallandHärkönen,2006;Prideaux,TimothyandCooper,2009).Lakes,rivers,canalsandotherwaterareasareusedasvitalkeyelementsindestinationmarketing(HallandHärkönen,2006).Manydestinationsencouragedevelopmentofwaterfrontfestivalsandeventsaswellasotheractivitiesbothwater‐basedandland‐based(Erfurt‐Cooper,2009).

Competitionamongdestinationshasincreasedandsohastheneedforwell‐coordinatedtourismofferings.Callshavebeenmadefortourismofferingsthatcontributetooveralldestinationdevelopment(Morgan,PritchardandPiggott,2003).Atmanydestinationsandeventscooperationandcreationofvalueisbasedoncooperationandtheabilitytoorganizingbetweenorganizationssincealargenumberofvariousstakeholdersfromprivate,publicandvoluntarysectorsofteninteract(seee.g.Garrod,Fyall,LeaskandReid,2012;Getz,AnderssonandLarson,2007).Earliertourismstudiesshowthatcoordinationofnetworksarecrucialsincesuccessfuldestinationsarebasedoninterrelatedstakeholdersthatunderstandtheconceptofthedestinationandarecommittedtocooperatebyknottingtogetherthedifferentofferingsintoholisticexperiencetovisitorsandlocalresidents(seeBornhorst,RitchieandSheehan,2010;Morgan,ElbeandCuriel,2009;Swarbrooke,2001).Waterandwaterwaysitesmayhencebeofvalueindevelopingdestinationsanddestinationmarketingalthoughwatermayalsoactasdividesbasedongeographical,politicalorculturalboundaries.Despitetheincreasinginterestthereislimitedtourismresearchoncanals,riversandin‐landwaterareas(seee.g.HallandHärkönen,2006;Prideauxetal.2009;TangandJang,2010).

Thepresentstudyreportsonworkinprogress.TheaimistoprovideanexplorativeNordicstudyontourismcooperationanddestinationdevelopmentaroundcanals,riversandin‐landwaterareas.ThepaperisbasedonselectedNordiccasesandfocusonidentifyingstakeholdersandnetworksthatareinvolvedincooperationandcreationoftourismofferings.Theirwaysofcooperation,viewsofcooperationandchallengesfacedarestudied.

Thisstudytakesitspointofdepartureinamarketingapproach.Acombinationofexistingtheoriesandresearchontourismexperiences,stakeholdertheoryanddestinationdevelopmentandmarketingisapplied.

Thedatacollectionincludesacombinationofdifferentmethods:interviewswithmainstakeholders,collectionofexistingdocumentsrelatedtotheselectedregions,and

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observations.

Thestudyisongoingbutsofarseveralstakeholdersareinterviewedandtheirinsightsaregained.Potentialfindingspointouttheimportanceandvalueofco‐ordinationoftourismofferingsandcreationoflastingnetworksalthoughalsoobstaclestoinvolvementandmanagementofdestinationstakeholderswithmixedvisionsforpreservationofculturalheritageversusexplorationandcreationofwater‐basedtourismexperiences(c.f.ConzenandWulfestieg,2001;Donohoe,2012,TangandJang,2010,Vanhove,2002).

TheNGO‐tourismnexus–mappingthe‘doings’oftheNGOizationof

tourismandtouristificationofNGOsinLaAntiguaGuatemala

SarahBecklake

ThispaperstartswiththeargumentthatthereisagrowingNGO‐tourismnexus.NGOsareincreasinglyinfluencingtourismdiscoursesandpractices.ThroughcampaigningNGOsare(in)formingdebatesanddirectionsintourismdevelopment(Barnett2008;Butcher2007)andthroughpromotingcertainformsoftourism(e.g.volunteertourism)andplaces,theyareinfluencingtourists’desiresandtouringpractices(KennedyandDornan2009;Keese2011;Mostafanezhad2013).NGOsarealsoincreasinglyorientingthemselvestowardstourism.Theyareenrolledintourismdevelopmentprojectsand/orusingtourismasakeystrategytosustaintheirownprojects(Butcher2003/2007)and,asstudiesofdevelopment,volunteer,andslumtourismhaveshown,someNGOsarebecoming‘destinations’intheirownright(seeFreire‐Medeiros2013;Frenzeletal.2012;Salazar2004;Spencer2010).Followingtheseinsights,wecanspeakoftheNGOizationoftourismandthetouristificationofNGOs.ThispapermapstheNGO‐TourismNexusanditswider‘doings’inoneparticularplace:Guatemala.BasedonfivemonthsofethnographicresearchinthesmalltouristictownofLaAntiguaGuatemala(Antiguaforshort),ithighlightsthepivotalentanglementofNGOsintheAntigüeñantourismeconomy.AntiguaNGOsareincreasinglyengagingwithandlinkingtotourismasameansofattractingcompassionandfunds.InsodoingtheytellNGOstoriesofpovertytotourists;theyprovidetouristicservices,suchasfacilitatingandhostingvolunteertouristsandofferingslumtours;and,theyareopening‘profitfornon‐profit’tourismbusinesses,suchasNGO‐runSpanishschools,hotels,andrestaurants.WhilemuchcouldbesaidaboutthesedifferentNGOtouristicpractices,inthispresentationIfocusonhowtheyarehelpingto(re)create‘destinoGuatemala’morebroadlyasapopular‘developmenttourismdestination’andhowtheyareopeningupnewlinesofemplacedcompetitionbetween‘(im)moraltourismeconomies’.Following,itisarguedthattheNGO‐TourismNexusinAntiguaishelpingto(re)configureGuatemala’spositiononthe‘globaltourismstage’,wherebypovertyandneedandtheopportunity‘tohelp’havebecomeoneofitskey‘tourismexports’.

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ValueOfTourismForSustainableDevelopmentI.

Conservationandtourism:Acomparativeanalysisofprotected

areapolicyandplanninginNorwayandNewZealand.

JamesHigham,JanVidarHaukeland,DebbieHopkins,KregLindberg,OddIngeVistad

Thispaperreportsonepartofaresearchprojecttitled‘ProspectsforManagingTourismDevelopmentinProtectedAreasinaPeriodofTransition’.Theresearchaddressesthepotentialforfosteringnature‐basedtourismandrecreationinassociationwithNorwegiannationalparks.Todayprotectedareasrepresent17%oftheNorwegianmainland.Withafocusonnatureprotectioninrecentyears,littlemanagementattentionhasbeengiventothepotentialfornature‐basedtourism,althoughinthelastdecadepoliticalsignalsatthenationallevelhaveindicatedgrowingsupportfortourismdevelopmentinassociationwiththenationalparks.

ThemanagementofthenaturalresourcebaseinNorway,bothwithinandoutsideprotectedareas,hashistoricallybeenfoundedonthegeneralprincipleof‘commonaccess’(allemannsretten),onwhichNorway’sOutdoorRecreationAct(Friluftsloven)isbased(Miljøverndepartementet2007).Thisallowsforunrestrictedfootaccesstoallinwildernessareas(areaswhicharenotregardedascultivated)suchasnationalparks.Theprinciplesoftheallemannsrettarethefoundationformostlyself‐organisedindependentoutdooractivitieswithatraditionoflimitedfacilitydevelopmentandcommercialactivitiesinitsnationalparks(Haukeland&Lindberg,2001).Existingnationalparkmanagementplansdocumentmanagementrulesandregulationsforuseoftheparks.Themajorityofexistingnationalparkmanagementplansmakelittleornoreferencetotourism,recreationandeconomicdevelopment(Heiberg,Hagen&Christensen2006)ortovisitorstrategies(Haukeland2011).

ThispaperpositionsNorwegianprotectedareapolicieswithregardtotourismandrecreationintheinternationalcontext.NewZealandprovidesacomparativecasethatisuniqueinthelongstandingandformalizedrelationshipbetweentourism/recreationandconservationmanagement.NewZealand’sConservationAct1987formalizesalong‐standingassociationbetweennatureconservationandtourism.ItrequirestheDepartmentofConservationtofostertourismandrecreationaluseofheritageresources(Cahn&Cahn1989)“sofarasitisconsistentwiththeconservationofnaturalandculturalheritagevalues”(ConservationAct1987).AmajorrestructureoftheDepartmentofConservationin2013hassignificantlyshiftedthegovernmentdepartmentfurtherinthedirectionofpublicandbusinesspartnershipsforconservationmanagement,recreationandtourism1.

AdoptinganexploratoryqualitativemethodologyexpertinterviewswereconductedinNewZealand(March/April2013)withseniorDepartmentofConservationstaffacrossthethree‐tiergovernmentaldepartmentstructure;central(national),regional,anddistrictoffices.TheblindedinterpretationofinterviewtranscriptsrevealedfivekeythemesincurrentNewZealandconservationmanagementpolicyandpractice;Philosophical

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transitions,liberalconservation,recreationaltransitions,publicownershipandengagement,andtrust.ThesethemesarepresentedanddiscussedinrelationtoNewZealand‘conservationanduse’dualmandate.Guidedbylesson‐drawingtheory(Rose,1991),wepresentcomparisonswithcurrentNorwegiannationalparkmanagementpracticesbeforedrawingconclusions.

1DOC’sStatementofIntent2013‐2017highlightsthestrategicdevelopmentofconservationpartnershipswithtangatawhenua(indigenouspeople);landowners;regionalandlocalgovernment;businesses;scienceproviders;recreation,outdoorandconservationorganisations;philanthropists;andcommunitygroups.

Valuesoftourismdestinations“inthemiddleofnowhere”

MariaHakkarainen,SannaKyyrä

Inthispresentationwediscusstourismnumericalindicators,especiallyrelatedtogrowthandprogressivedevelopment,andtheirconnectionstothevaluediscussionsinregionaldevelopment.

Nowadays,responsibilityisoneofthemainvaluesofoursocietyinwhichtheaimsofresponsibletourismistocreatebetterplacesforpeopletoliveandtovisit.Societyasawholecanbepresentedthroughfivedimensionsofresponsibility:social,cultural,economic,ecologicandpolitical.Inthiscasestudy,weexaminethevaluesoftourisminaNordicdestinationbyfocusingontheeconomic,socialandculturalaspectsofresponsibilityorresponsibletourism.WeillustratethediscussionsonthevaluesoftourismbyusingSalla,aremotetourismdestinationsituatedinFinnishLaplandclosedtotheRussianborder.Ourstartingpointinourresearchistherecentlycalculatedeconomicimpactoftourismtotheregionaldirecttourismincome,employmentandtaxrevenueinLapland.Thesenumbersareusuallypresentedtodescribethegrowthoftourism.Ouraim,however,istolookbeyondthenumberstoillustratewhatthenumbersrepresent‐orfailtorepresent–inrelationtotheeconomic,socialandculturalaspectofresponsibletourism.

Thecasestudyisaresearchstrategywithathickdescriptionofaresearchobjectwithversatiledataandaimingtoanswerthequestionsofhowandwhy.Theanalyticaltransferoftheoreticalpropositionstootherobjectsorphenomenaintegratesfindingswithexistentliteratureanddescribeshowrelatedobjectsaresimilar.Thegeneralproblemcanbeseenaslocalbycontextualizingittoacertaintime,placeandcommunity.Inourresearch,theempiricaldataconsistsofregionaltourismstrategies,municipalpolicydocuments,previoustourismresearchesdoneintheregion,andsomethematicinterviews.

TourismentrepreneursinSallaarewellorganized,themunicipalityofSallainvestsandsupportstheindustryanddifferentstakeholdersintheregionareactiveandinnovativeinregionaltourismdevelopment.Sallaisalsoanactivestakeholderinthedifferent

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discussionsaboutthepromotionofRussiantourisminFinlandandthereductionofborderregulations(e.g.visafreedom).ThereareseveralreasonswhichshowthattherearemanyothervaluesthanprogressiveandexpansivetourismdevelopmentinSalla.Sallahaschosenmerelyvaluebasedapproachinsteadofprogressivegrowth.ThemunicipalityofSallahasputintopracticeaveryuniquedevelopmentstrategyfordevelopingandpromotingSallaasatourismdestination.Thedestinationhas,forinstance,beenverysuccessfulinturningchallengessuchasremotenessandseasonabilityintoopportunities.Salla’sslogan“inthemiddleofnowhere”andthecommercializationofoff‐seasontimeperiods–e.g.Salla’sevent“nothingshappensweek”–aregoodexamplesofSalla’sdevelopmentstrategy.

Sustainablefoodsystems,impactsoftourismonlocalvalue

creation

JanHenrikNilsson,StefanGössling,Ann‐ChristinAndersson

Therelationshipbetweensustainabilityandfoodhasattractedconsiderableattentioninvariousresearchfieldsduringthelatestdecades.Ithighlightsthefactthatfoodsupplyisoneofthemajorfunctionsofthesocietyandeconomy.Thefoodsystemreachesallthewayfromagriculturetotheplates,anditisrelatedtogovernanceandpolicy,health,animalwelfare,bio‐security,etc.(Marsden&Morley,2014).Theimpactonclimatechangefromfoodproductionanddistributionhasalsobeendiscussedlately(Björklund,Holmgren&Johansson,2009).Productionofecologicalfoodcanbeviewedasonewayofimprovingthefoodsysteminrelationtosustainability.However,ecologicalproductionoftenneedstobemoreexpensivethanconventionallargescalefarming.Tourismandhospitalitycouldbeseenasawayofbringinghighend,ecologicalgoodstothemarket,aspartsoflocalfoodnetworksorgastronomicpromotion(Hall&Gössling,2013).Therearehoweveranumberofissuesinmanagingandmarketingsustainablefoodsystemsconcerningregulations,knowledge,cultureandrelationswhichmakethesesystemshighlycomplex.Tourismandhospitalityarepartsofthis.

ThispresentationreportsthefindingsofaqualitativestudyofactorswithinsustainablefoodsystemsinSmåland,SouthernSweden.Inall,50semi‐structuredqualitativeinterviewswereconductedduringspringandsummerof2013:20withecologicalfarmersand/orproducers;20withchefsincertifiedrestaurants;and10withspecialinterestconsumers.Thestudyexplorestherespondents´practices,perceptionsandattitudesinrelationtoeating,cooking,buying,producing,distributingandservingfood,especiallyinrelationtolocalfoodresourcesandsustainability.

Themainresearchissueconcernstherelationbetweenthesethreecategoriesofactorsandhowtheirrelationshaveimpactonthefunctionsoflocalandregionalsustainablefoodsystems.Distributionofecologicalfood,ofteninsmallbatches,fromfarmerstoconsumers,athomeorasrestaurantguest,isoneofthemostdifficultquestions.Largecommercialsystemsarenotadjustedtosmallscalefarmingwithirregularsupply.

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Irregularitywastogetherwithweakknowledgelevelsinrestaurantsfoundtobemajorproblemsintherelationbetweenfarmersandrestaurantmanagers.Instead,personalrelationsbasedonfriendshipandtrustoftenmadedeliverychainsworkdespite“businesslogic”.Consumershadinmanycasesdifficultiestofindecologicalfoodintheirlocalstores.Insteadtheyoftenboughttheirfoodatfarms,meaningtheyneededtodrivetogettheirsustainablefood‐almostacontradictioninterms.Ontheoftenhand,thisemphasizeshowdependentecologicalfarmersoftenareonpeoplecomingtovisitthemtobuyfooddirectly,itcutsdistributioncostsandimprovesmargins.Itwasalsofoundthattourismhadbecomeamajorsourceofinnovation;thelocalpopulationwasoftenfoundtobemoreconservativeandlessqualityconsciousthanurbanpeople,whoarethetouristsinSmåland.

Islands’tourismandeventsasco‐designerforsustainability–

ExperiencesfromtheNorthSeaWaddenRegion

HanBrezet

Thecreationandtestingofnovelsustainableproductsandservicesusuallytakesplaceinindustrialsettingsandchainsorincityrelateddesignandserviceconsultanciesandlivinglabs.Often,thedesignforsustainabilityprocessisdrivenbyenergyandmaterialsimpactorientedlegislationandunderconditionsofstrongbusinessandmarketcompetition,leavingminorspaceforuserorientedexperimentation.But,extensivelearningandprobingarecrucialfortheeventualsuccessoftheproposednovelproductsandservices.(Hellman,2005;Celik,Joore&Brezet,2014)Natureorientedtourismandrecreationregionscancreaterelevantandextensivepossibilitieshereforuserexperienceswithsustainableinnovations,duetotheircharacteristics,cultureandrelaxpotential,enablingabetterunderstandingofuserrequirements,benefitsetc.Recently,industrialdesignersandarchitectshavediscoveredtheco‐designpotentialofislands’tourismandrecreationasasignificantsourceofinspirationandlearning.Thepaperdescribestheexperiencesof“designersforsustainability”onseveraltouristicNorthSeaWaddenIslands’programsandevents,fromTexel(NL)toSpiekeroog(GE).Thefindingsofthedifferentco‐designprojectsontheislandswillbetheoreticallypositionedandinterpretedfromtheperspectiveofthe“multileveldesign”model(Joore&Brezet,2014)aswellastheEcocostsValueRatiomodelfortheirenvironmental‐economicassessment(Vogtlaenderetal,2013).Inadditiontopopularmodelssuchas“multi‐governance”and“sustainabletransitionmanagement”,thefocusherewillbemoreonentrepreneurshipandtourism’sco‐designpotentialasbuildingblocksforsuccessfulsustainableinnovation.Theempiricalcasesinvolvedwillbeamongstothers:

• SustainablePublicLightingSystemDesign(Texel)• Do‐it‐yourselfFruitGardenservice(Texel)• BikeFreightTransport–Vrachtfiets(Ameland)

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• LocalPicnicSetDesign(Ameland)• 3DBiomaterialbasedPrinting(VlielandPopFestival)• AlternativeDrinkingWaterSystems(VlielandPopFestival)• SelfSufficientEnergyPopPodium(VlielandPopFestival)• SustainableSpa(Spiekeroog)

Resourcifyingtheunique–Collaborativevaluationpracticesinrural

tourismdevelopmentinSweden

ManuelaKronen

Ruraltourismdevelopmentisannouncedtobebasedonlocalresources.Stillfewstudiesengageinanalyzinghownature‐,culture,andothervaluesareproactivelyturnedintoaresource.Theaimofthisstudyistoinvestigatinghowuniquevaluesareturnedintoaresourcebycollaborativevaluationpractices.TheresearchisbasedonfieldworkonthreeSwedishinitiativesforruraltourismdevelopmentcalledSilenceville,PathfinderandEvenbetter.TheprojectsareEUco‐foundedbytheLEADERmethodforruraldevelopment.ThetermLEADERisanacronymfor"LiaisonsEntreActionsdeDéveloppementdel'ÉconomieRurale"(Linksbetweentheruraleconomyanddevelopmentactions).Allthreeruraltourisminitiativesdepartfromtheambitiontoidentifyandapplytheuniquevaluesoftheareaasaresourceforruraltourismdevelopment.Myfieldworkinvestigateshowtheparticipantsoftheprojectsfillthenotionoftheuniquevalueswithcontenttotheendoftourismdevelopment.Uniquevaluesisheretreatedasanemptysignifier,meaninganopentermthatisfilledwithsignificancebysocialinteraction.Thematerialforthestudyisgeneratedinparticipantobservations,qualitativeinterviewsandacollectionofprintedanddigitalmedia.Thestudyindicatesthatthenotionofuniquevaluesisrelationalinthesensethattheuniquevaluesofoneareaarevaluatedincomparisontootherareas.Yet,amoreprevalentcreativeforceinthecollaborativevaluationpracticeofresourcificationisthecollectiveexperiencesandmemorieslivinginthegeographicalareathataremaintainedandrevivedbysocialinteraction.Resourcificationofuniquevalueshencebuildsonthecompetencesofpeopleinawidesense.Thisunderlinestheimportancetoappealtothepersonalmotivationofindividualsandtobringcompetencestogetherinphysicalmeetingplaceswherecollaborativevaluationispossible.Forruraltourismdevelopmentthisindicatestheusefulnessofawiderangeofcollectivecompetencesforenhancingintegratedruraltourismdevelopment.Initsextension,thecollectivevaluationpracticesthatleadtoresourcificationmayalsobeanassetforsocialandeconomicsustainabilityoftheruralcommunities,notatleastintheaspectofqualityoflife.

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“Deconstructing”SustainableTourism(ST)andCommunity‐Based

Tourism(CBT):TowardsaRobustFrameworkofSustainable

Community‐BasedTourism(SCBT)

TekB.Dangi,SoyeunKim,TazimJamal

DefinitionsanddescriptionsofSustainableTourism(ST)andCommunityBasedTourism(CBT)abound.TheUnitedNationsWorldTourismOrganization(UNWTO),forinstance,definesSTas:"Tourismthattakesfullaccountofitscurrentandfutureeconomic,socialandenvironmentalimpacts,addressingtheneedsofvisitors,theindustry,theenvironmentandhostcommunities".Bricker&Schultz(2011)offerausefulcategorizationoffourpillarsofST:effectivesustainabilityplanning;maximizingsocialandeconomicbenefitstothelocalcommunity;andreductionofnegativeimpactsonculturalandenvironmentalheritage.Meanwhile,"Community‐Basedtourism"(CBT)hasgainedsomeprominence,butwhatdoesitmeanandhowdoesitrelatetoST?EllisandSheridan(2014)believeCBTappliestheobjectivesofST"combinedwithanemphasisoncommunityengagementanddevelopment".However,multipledefinitionsanddiverseprinciples,indicatorsandcriteriaineachmaketheconceptsofSTandCBThighlyproblematic.Wearguefortheneedofarobustframeworkof"SustainableCommunity‐BasedTourism"toguideresearchandpractice,andundertakeacomprehensiveliteratureanalysisasthefirststep(Stage1)toexplorethisclaim(thesis).ThisinvolvesasystematicgatheringandcompilingofpublishedliteratureonST&CBTtoidentifyarelevant"sample"ofarticles.Withinthesearticles,definitions,principles,criteriaandindicatorsofsustainabilityfromorganizationssuchasUNWTO,GSTC,variouscertificationschemes,academicresearch,plusotherlocal‐globalorganizations(forprofitandnot‐for‐profit)areexaminedandaproposedframeworkforSustainableCommunity‐BasedTourism"SCBT"isforwardedfordetailedreview.

TheSCBTframeworkdevelopedisexploredfurther(Stage2)throughapplicationtoacasestudysettingofcommunity‐basedtourisminasustainabilityorientedcontext.Extensiveempiricalcasestudyresearchbyoneofthepaper'sco‐authorsinruralcommunity‐basedKoreanagriculturalcontextwillbeexaminedusingtheproposedSCBTframework,andareasofcorroborationanddifferencesidentified.Koreahasmaderemarkableadvancesinrural(community‐based)tourism,whichisoftentermedasgreen‐tourismandagro‐tourisminKorea,ratherthansustainabletourismorcommunity‐basedtourism.Inaddition,sensitivetotheEurocentrismandmodernisticvaluesthatimbuewesternnotionsofSTandCBT,thisstageoftheexploratorystudywillalsoaimtoidentifythe"ethos"ofKoreanfarmersandcommunities,whattheyvalueandcareforintermsof"well‐being",ofland,community,environment,etc.(whatmightconstitute"sustainable"tourismdevelopmentand"sustainable"communitydevelopmentinwesternterms).

ThepreliminarySCBTframeworkwillbefurthercontemplatedinthecontextoftheKoreancasestudyresults,whichraiseschallengingethicalandpragmaticquestions.IsthereaglobalSCBTframeworkthatcanbegroundedandjustifiedbyasetofuniversal

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ethics(likethe"GlobalCodeofEthics"WTOproposes)?HowdoessuchSCBTframeworkaccountfor,ortakeintoconsideration,diverseculturalvalues,human‐environmentalrelationships(alsocultural),participatoryandpowerrelations,thatvaryinplacesandspacesfromthelocaltotheglobal?Thisstudyfillsanimportantgapinresearchandpracticeby:(i)addressingimportant,intangiblevaluesandissues(e.g.culturalvalues)thathavebeenomittedbefore,and(ii)forwardingarobustframeworkthatbridgesST&CBTincorporatingcriticalelements,values&ethicalprinciplesthatapplytoboth.

Value‐basedTourism

ConflictsbetweentourismandpowerproductioninIceland:Discourseanalysesonlanduseandthechangingideaofnaturalresources AnnaDóraSæþórsdóttirDemandfornaturalresourcesandenergyhasincreasedworldwideandincreasedpressureonnaturalareas.Tourismisgrowingandisoneofthesectorsthatutilisenatureandcanrunintoconflictswithotherindustriesthatutilisenaturalresources.InIcelandnatureisthemostimportantresourceforthetourismindustryandthemajorityofinternationaltouristscometheretoexperiencenature,includingwilderness.Rapidgrowthoftourismhasraisedconcernsaboutmaintainingthequalityofnature.Atthesametimeplansformorehydroandgeothermalpowerproductioncausechallengesandconflictsasmanyoftheproposedpowerplantsarelocatedinnaturalareas,someofwhicharedefinedaswilderness.ThefactthatIcelandisanislandfarawayfromtheEuropeanandAmericancontinentshassofarhinderedthedirectexportofelectricalpower.However,ideasconnectingIceland’selectricitygridwiththeEuropeangrid,viaasubmarinecable,havenowbeenfoundtobehighlyinterestingduetoglobalchangesintheenergymarket,higherelectricitypricesinEuropeandincreaseddemandforrenewableenergy,Europe´s“20‐20‐20”targetshavefurthermoreaddedtotheviabilityofthecableplan.Bothnaturetourismandthepowerproductionindustryhavechangedtheideaofnaturalresources,buteachoneinitsownway.Astheideasdonotharmonizeandbotharedevelopingfastconflictsarise.Whatisa‘naturalresource’isdefinedbysociety,cultureandeconomyanddependsonthestageoftechnology.Thisisinfluencedbyinternationalprocesses,suchastechnology,productioncosts,pricingandpolicies.Worldwidetheideaofnaturalresourcesistransforming,includinghowtheyshouldbeutilizedandwhereutilizationisappropriate.ThepurposeofthispresentationistoanalysethedevelopmentofnaturetourismandpowerproductioninIceland,futureprospectsandthechallengescreatedbythechangingideaofnaturalresources.ItfurthermoredescribestheworkandpoliticaldevelopmentsthatareinprocessandareintendedtosolvethechallengingconflictsabouttheuseofnaturalareasinIceland.Discoursefromthepoliticalarena,thepowerproductionindustry,thetourismindustryaswellasinterviewsfromover50Highlandtravellerswillbeanalyzedwiththefocusontheirdifferentviewsonwhatarenaturalresourcesandhowtheyshouldbeutilized.

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Effectsofresourcedeclineandstricterfishingregulationsonthebehaviorofsalmonfishingtourists StianStensland

Britishsalmonanglersarrivinginthemid‐1800sstartedoffmoderntourisminNorway.Salmonfishingtourismiseconomicallyimportantformanyrivervalleysandholdersoffishingrightsaswellasarecreationalactivityforanglerspursuingthe"kingoffish".Annuallyaround100.000peoplefishinNorway's400salmonriversspendingcontributingtoaturnoverofaround1.2billionNOKinlocalcommunities.However,currentlyworldwideAtlanticsalmonstocksareatanall‐timelowleadingtoclosedrivers,shortenedseasonsandcatchrestrictions.From2010on126Norwegianriversareclosedtofishing,andrestrictionsareimposedonmanyrivers.Inthesameperiodtherehasbeenadeclineinnumberofanglersandanestimatedexpenditurelossof250millionNOKperyear.Theliteratureindicatesthatlocalandvisiting(tourist)anglersmayadapttothesechangesindifferentwaysdependingontheirplaceattachmenttothespecificriverinquestion.

TheobjectiveofthisstudyistoinvestigatetowhatdegreelocalandvisitingsalmonanglersfishingtheVerdalriverofMid‐Norwayfindotherriversasasubstitutefollowingresourcedeclineandstricterfishingregulations.Thefactorsimpactingsubstitutionperceptionareinvestigated.Implicationsfortourismarefurtherdiscussed.

Thispaperdrawsontheleisuretheoryofsubstitution.Insocial‐psychologyasitesubstitutionwouldoccurifthereplacementistobeperceivedassatisfyingoneneed'sandprovidesimilaroutcomesastheoriginalsitefortheactivity.Substitutionarisesfromchanges/constraintsintherecreationallandscapethroughe.g.changingpolicies(fishingregulations),changingenvironmentalconditions(lowerfishruns),costsoffishing/alternatives(money,time,gettingtoknowaplace),andchangeinsocio‐demographic/lifestage(income,education,age,householdsize).

Datatobecollectedbyamixedmode(web+postal)surveyofanglersfishingtheVerdalriveratleastoneoftheseasonafter2009.Acomparisonoflocalandtouristanglercharacteristicsandfishingexperienceusehistorywasdonebyusingt‐tests.AmultipleregressionapproachwillbeusedtoinvestigatehowplaceattachmenttotheVerdalriver,fishingexperienceusehistory,localvs.touristanglerandothersocio‐demographicvariablesimpactsubstitutionbehavior.

Itisknownthatsitesubstitutionsarefrequentamonganglers,butforanglershavingaspecialpsychologicaloremotionalattachmenttoasiteorspeciestheremaynotbeanacceptablesubstitute.Considerableworkremainsinunderstandingthevariablesaffectinganglers'willingnesstosubstitutesites.Thisstudywillincreaseourunderstandingofvariablesimpactingsitesubstitution,andhencebeusefulformanagersandpolicymakersworkingwithfishingtourisminparticular,butalsogeneralnaturebasedtourismdevelopmentandoutdoorrecreation.

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ToPreserveorEnhancePreciousMemories:ASegmentedMarketAnalysis SharonChang,RenukaMahadevan

Thisstudyexaminesthevalueplacedonmuseumsbypatronsandnon‐patronsandinvestigatesthefactorsthataffectthisvaluationwithaviewtoboostvisitorship.ThetotaleconomicvalueofSingapore’sHistoryMuseumattheveryleastUS$57millionandthisishighrelativetoothercountries,justifyingincreasedgovernmentfundingtowardspreservingandenhancing‘preciousmemories’asculturalcapital.Femalesandhighincomepeoplearethetargetgroupforincreasedvisitationwhileamongthenon‐patrons,theethnicmajorityisanotherpotentialclientele.Somewhatsurprisingisthefindingthatneitherpatronsnornon‐patronsseetheHistoryMuseumashavingsignificanttouristvalue,andcontrarytotheprospecttheory,thereisapreferenceforenhancingtheHistoryMuseum’sservicesoverkeepingthemuseum.Thesefindingsprovidesomedirectionforthemanagementofthemuseumtoimproveitsvisitorappeal.

ChangingemployeerolesintheserviceencounterfortourismValuecreation:educational,managerialandorganizational

implications ClaireForder,FlemmingSørensen,JensFriisJensen

Thetopicandobjectiveofthepaperistodiscusshowdifferentgenerationsofvaluecreationintourisminducenewemployeeroles,andhowthishasprofoundeducational,managerialandorganisationalconsequencesfortourismcompanies.Thetheoreticalperspectiveincludeviewsonservicequality,experienceeconomy,co‐creationandorganisationalandemployeerolesintourism.Mainstreamresearchfocushastypicallyfocusedonservicequality,withtheNordicSchoolrepresentedbyGrönroosandtheNorthAmericanschoolrepresentedbyParasuraman,ZeithamlandBerry(Brogowiczetal,1990).However,experiencesaretodayarguedtobecoredriversofvaluecreation(Pine&Gilmore,2013),anditisclaimedthatacompany‐centricapproach,inwhichcompaniesautonomouslydesignandmarketproducts,mustbereplacedwithaco‐creationapproach,inwhichvalueisjointlycreatedininteractionbetweencompaniesandusers(Prahalad&Ramaswamy,2004).Joiningthetwoperspectives,co‐creationisarguedtobecentralforcreatingvaluable,personal,andmeaningfulexperiences(Boswijketal.,2012).Thisseemsparticularlyrelevantintourismwhereproductionandconsumptionareinseparable(Crang,1997)andservice‐encounterscrucialfortouristexperiences(Baum,2005)whichareco‐produced(Eketal.,2008)through'performances'oftourismemployeesandtourists(Edensor,2001).Nevertheless,examplesofco‐creationintourismcompaniesseemscarce(Binkhorst&Dekker,2009)becausetourismserviceencountersmainlyfacilitatestandardised,cost‐efficientservicedeliveriesratherthanco‐creation(Sørensen&Jensen,2012).Whenappliedtotheexperienceeconomy,theaforementionedcompany‐centricmodelcanbecomparedwithPineandGilmore's(2013)approachwhichsuggestscompaniesto

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'stage'experiencesforconsumers.ThishasbeentermedaFirstGenerationoftheexperienceeconomywhereasco‐creationofexperienceshasbeencoinedasSecondGeneration(Bosjwijketal.,2012).Wetranslatethisintoamodelofthreemodesofvaluecreationintourismcompanies.Thefirstmodefollowsatraditionaltourismserviceparadigm;inthesecond,experiencesarestagedfortourists;andinthethird,co‐creationoftouristexperiencesdrivesvaluecreation.

Futurevisionsofthetourismproducts

AndersSteene

ThispaperdiscussnewexpressionslikeExperienceEconomyandDreamSociety,bothexpressionsimplythatthesocietyarenowfacingotherdemandsfromcustomersconcerningtourismproducts.Inmanywayswearetalkingaboutaprogressionofeconomicvaluesfromthetourist’spointofviewaswellasfromtheviewoftheproducers.Inthefuturetheproducershavetofocusmuchmoreonmakinganddeliveranexperienceforindividualsthentodayandinolderdays.

In the futureproducershave todelivermuchmorecomplexproductoffers thenbefore,thecomplexityofthetourismproductwillincreaseandhowtohandlethatrequiresalotofknowledgeaswellaswelltrainedemployees.Wewilltrytofindoutwhatthenextstepwill be, from Experience Economy or Dream Society offering complex products ‐ to,maybe, transformationwhich isanoffering to the individual that he or she only can beguided,thecustomerwillbetheproduct.

Tosummingupthefuturewillfocusmuchmoreonindividual,tailormadeproductsandedutainment.

ValueOfTourismForDestinationDevelopmentI.

Operationalizingtheperformanceofatourismnetwork.AcasestudyofNetworkLimfjorden,Denmark UrbanGråsjö,MartinGellerstedtPartnershiparrangementsinordertoachievesustainableeconomicgrowthisnowadaysamoreandmorecommonfeatureofdevelopingstrategiesindifferentsectorsofmodernsociety.Thisisalsothecaseinthetourismsector,wherevalueoftourismfordestinationdevelopmentishighlighted.Manyofthesepartnershiparrangementsareformalizedthroughtheconceptofthe"network".Althoughthereareusuallyseveralaims,thedeclaredpurposeofcollaborationinanetworkorpartnershipisalmostalwaystocreatesynergyoraddedvalue.Themembersofthenetworkarerealizingthattheyhaveacommongoal,whichcannotbereachediftheyactindividually.Instead,ifthememberspooltheirresourcesandacttogethertheprobabilitytoreachthegoalincreases.Sometimessituationsarisewhenactorstakeadvantageofwhatothersgive,butdonot

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themselvescontributeequally(networkproblemsariseintheformof"freeriders").Thiscanthencreateanattitudeinthenetworkwheremembersarereluctanttocommunicateexperienceandinformationtoothermembersandthenthemutualexchangeofexperiencethatissoimportantforsuccessfulnetworkscanbelost.Hence,itisimportanttoacknowledgethatanetworkbesidecooperationalsomayincludeacompetitivedimension.

Evenifscholarshavestudiedtourismnetworksingeneral,methodsofhowtoevaluatetourismnetworkshavebeenrelativelyneglectedasanareaofacademicstudy.Inthisrespect,theobjectiveofthepresentpaperwastostudyperformanceofatourismnetwork.ThecaseofourstudyisapartnershipcalledNetworkLimfjorden,whichisacooperationwiththeaimtodevelopthetourismaroundLimfjordeninDenmark.Thenetworkwasestablishedin1995andconsistsoftworegions,eightmunicipalitiesandtouristofficesaroundLimfjorden.ThetourismactivitiesintheLimfjordenregioncanbecharacterizedas"slow"activities.Inspring2010NetworkLimfjorden,adoptedanewactionplan"Towards2015".TheactionplanstatesthattheLimfjordencontinuestobeastrongbrand.Thiswillbeachievedthrough:

• Developmentofcoherentusefulproductsandactivities• Launchprojectsanddevelopuntiltheycanrunontheirown• Marketingofproductsandactivitiesunderthecommonbrand• Aconcertedefforttopromotenetworkdevelopment

Thesegoalsareconventionalformostnetworks.Inordertostudyifthedifferentnetworkpartnersarecommittedtouseandexpressthecommonbrandingonecanstudyeitherwhatissaidorwritten.Wehavechosentostudywrittenmaterialandinthiscasethetraditionaltourismbrochures.Becausebranding,beyonditsownoperations,isaboutdescribingthecommon;commonvalues,specificjointprojectsdevelopedetc.OurstudyincludesfivetourismbrochuresfromfivemunicipalitiesaroundLimfjorden.Weoperationalizedthestudyofbrochureswiththefollowingmeasures:

• Theportionofsentenceswitha"networkumbrelladescription".SuchasentenceincludesforinstanceadescriptionofanareaoranactivityoutsidetheirownmunicipalbutwithinthenetworkareaLimfjorden.

• Yes/Nowhetherornotthebrochureinclude:thenetworklogo,theaddresstothenetworkwebsite,mapovertheLimfjordenarea,commonlaunchednetworkactivities(oldsailshipregatta,storytelling,etc.)

Inthiswayweexaminedtowhatextentanetworkmember(municipality)initsownbrochurepromotesi)theirownactivities,andii)othermembers'activities.TheresultsofthestudyindicatethatitismorecommontopromotetheownspecificactivityorlocationevenifsimilaractivitiescanbefoundalsoinothermunicipalitiesaroundLimfjorden.Severalpartnersdidnotincludenetworklogo,linktowebsiteorcommonnetworkactivities.Consequently,theopportunitytocreatepositivesynergyeffectsamongthenetworkpartnersisnotfullyexploited.Themacroperspectivefoundamongtheaimswiththenetwork,wassimplynotadoptedbyseveralpartners.Perhapsthismaybeexplainedbyalackofunderstandingandhandlingthebalancebetweencooperationand

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competition.Inconclusion,eventhoughthenetworkwereambitiousandhadwellthought‐thrownaims,ourfindingsindicatethattheseambitionswerenotsuccessfullyadoptedbypartners.Thismightwellbethereasonforwhyitwasdecidedtodiscontinuethenetwork.

IfJesushadlivednowhewoulddefinitelyhaveattendedtheGladmat

festival

ReidarJohanMykletun,AmbassadorMeretse

Whatdovisitors,exhibitorsandownersbenefitfromparticipatinginanon‐profitfoodfestival?Festivalbenefitis'theultimatevaluethatpeopleplaceonwhattheybelievetheyhavegainedfromobservationorparticipationinactivitiesandinteractionwithsettingsprovidedbyfestivals'Lee,Arcodia,&Lee(2012,p.335).Extantresearchlackstudiesfocusingonthesethreestakeholders'benefitsimultaneouslyandinthesameevent,thusindicatingthecontributionofthispaper.

ThecontextofthisstudywastheStavangerFoodFestival(Gladmatfestivalen),anannualeventestablishedinStavanger,Norway,in1998.Thenamemeans'happyfood',alludingtotheenjoymentofmeals,raisingtheawarenessaboutmealsandfoodquality,beingawindowforregionalhighqualityfoodandmealexhibitions,andincreasingbothpublicandprofessionalinterestsintheenjoymentandconsumptionofhighqualitymeals.Itsprimaryobjectivesarepromotionoftheregion,itsproducts,foodcultureandconcept,andRogalandastheFoodCounty.About100exhibitorsofferavarietyoffood,beverages,andmeals.ItisarrangedlateJulyandlastsfromWednesdaytoSaturday,andisattendedbyapproximately250.000visitors.ThefestivaliswellknownacrossthecountryandintheNordicregion(Author&author,2009;Author,2011).

Datafromvisitorswerecollectedbyquestionnairethatincluded20'benefititems',(5pointsLikert‐typescales),and17itemsaskingforfestivalparticipationhabitsanddemographics.Thedatacollectiontookplaceduringthreetwo‐hourssessionsperdayduringtheentirefestival.Atotalnumberof350respondentsfilledthequestionnaires'insitu'.Datafromexhibitorsandownerswerecollectedbysemi‐structuredinterviews.

Forthevisitors,six"Benefitfactors"couldbeextractedwhenapplyingOrthogonalsolutionswithVarimaxrotation,accountingfor50%ofthevariance.Sixfactor‐basedsum‐scoreswerecomputed,namedI‐Seekingfornovelty,II‐Localtraditionandcelebration;III‐Buyingandtasting;IV‐Foodenjoymentandatmosphere;V‐Networkingandsocializing;andVI‐Personalprivilegeanddestinationimage.FrequencyofattendancepredictedfactorsII,IV,V,andVI.AgepredictedfactorVI,whilelevelofeducationpredictedfactorsIIandV.

Benefitsfortheexhibitorsincludedbrandingandmarketing,meetingcustomersandunderstandingtheirneeds,educatethecustomers,destinationpromotion,showing«citizenship»andcorporatesocialresponsibility,andforownpleasureandamusement.Benefitsfortheownersincludedpositioningofownbusiness,thecity,creating

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storytelling,increasingfoodandmealcompetencies,fascinatingtheaudiences,attractingtourists,creatinggoodrelationshipstocustomers,makinganexhibitionwindowforproducers,andfacilitatingfeedbackfromthepublictoproducers.

Thebenefitfactorsrevealedmaybeappliedforimprovingtheeventdesign."Foodies"(Getz&Robinson,2012)seemstobepresent,whichmaycontributetothequalityofthefestivalbyincreasingthevisitors'demandsforassortedhighqualityproducts.Theeventhasgaineda"folkfestival"ambience,overridingtheinitialintentionoftheeventandcontributingtothewell‐beingoftheregionalresidents.Thestakeholdergroupsgaintoalargeextentthesamebenefitsfromtheevent.

GenderrelationsintourismintheRussianarctic:representationsand

practices

SusannaHeldt‐Cassel,AlbinaPashkevich

RemoteterritoriesoftheRussianArctichavehistoricallybeensubjecttoconquestandexplorationanddepictedasaperipheryforresourceextractionandmaleadventures.Tourismhasrecentlybeenintroducedasanalternativesourceofincomeforindigenousgroupsthatpreviouslylivedsolelyonreindeerherding.However,thetourismsectorisstillverysmallandunder‐developedintheareadespitepublicpoliciesanddifferentnationalandregionalprojectstopromotetourism.ThisstudyanalyseshowtourismoperationsinNorthwesternRussiauserepresentationsoftheArcticandofgenderidentitiesintheproductionandpromotionoftourismexperiences.Therepresentationandpracticesofnature‐andindigenoustourismoperationsstudiedthroughparticipantobservationsmadeduringfieldtripstotheterritoriesofNenetsAutonomousOkrug.Theobservationscomplementedwithtourismstakeholders’interviewsandcontentanalysisofpromotionalmaterialfromthetourismbusinessesinthearea.ThepurposeofthestudyistogetanunderstandingofthecontentandmeaningofrepresentationsandpracticesoftourismintheRussianArctic.

Weanalysetheculturalconstructionsofplacesshapedbygenderedrepresentationsofpeopleandindigenousculture.Inwhatwaysareindigenousmenandwomendepictedandwhattypesofplaceidentitiesareconstructedthroughrepresentationsandpracticesintourismoperations?WefollowRoy(1997)andEdensor(2000)allowingthehoststospeakandbecomeagentsintheportrayalofthecontemporarytouristpracticesaccommodatingthedemandsofmoderntourists.Wefindthatthereisastrictgenderdivisionoftasksandresponsibilitieswithintourisminthecasestudyarea.Serviceoperationsinvillagesandinthisregionpredominantlyemploywomen(hotels,restaurants,shops,andsoon);however,outinthetundra,menpredominateinhighstatusservicefunctionssuchasguideswithinhuntingandfishingtrips.Theresultsshowthatthepromotionandtourismoffersintheareastrengtheningthenotionof(re)productionofcolonialrepresentationsandexperiencesoftheplaceanditspeoplesasexoticandthe“Other”.Themarketingoftheareastressesthepossibilitiestoexploreunspoiltandremoteareas(“snowscapes”).ThetourismpracticesintheRussianArcticarefocusedonphysicalenduranceandmasculinecodedactivitiesandbehaviour.

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Finnishcountrysideasasettingforruralwellbeing‐caseFinRelax®

AnjaTuohino

Tourismisoftenseenasanopportunityforruraleconomicdevelopment.Theruralisnowadaysunderstoodasaspaceforconsumptionandthecountrysidehasbecomeatourismlandscapethatisappreciatedforitsrecreationalandaestheticvalues.Despitemanyattempts,definingruralareasisdifficult.Mostdefinitionsarebasedonathree‐leveldivisionintoremote,coreandclose‐to‐centreruralareas,withdifferenttermsusedindifferentstudies.Inthispaperruraltourismisdefinedastourismoutsidedenselypopulatedareasandtourismcentres.

InFinland,inthenationaltourismstrategypublishedbytheMinistryofTradeandIndustrywellbeingtourismwasdefinedasaproductthemetobedeveloped.InadditiontheFinnishTouristBoardhasrecognisedtheimportanceofdevelopingwellbeingtourisminFinland.Onthenationalleveltheyhavemadelong‐termandorganiseddevelopmenteffortssince2002.In2005thefirstnationalreviewofwellbeingtourismwasconducted.Thereviewhighlightedthegrowthpotentialofthewellbeingsectorbaseduponthestronginherentassetsofasafe,highqualitynaturalenvironmentwithinwhichawiderangeofoutdooractivitiesarepossiblewhilestillretainingthepeaceandtranquillityofthecountrysideandthecultureofthesauna.In2007astrategyworkinggroupforwellbeingtourismdevelopmentwasestablishedandasaresultthenational'DevelopmentStrategyforFinnishWellbeingTourisminInternationalMarkets,2009‐2013'waslaunchedinDecember2008.Atpresentthestrategyisintheupdatingprocess.Againstthisbackground,thenewprojectFinRelax®‐aFinnishcountrysideasacoreresourceandanoperationalenvironmentforFinnishWellbeingtourismwaslaunchedinDecember2013.

ThispaperpresentsthefirstresultsoftheprojectandgivesexamplesofhowtheFinnishcountrysideasaruralsettingisusedtograsptheconceptualandsymboliccharactersofFinRelax®.

Thedatagatheringisonprogressatthemoment.Theelectronicsurveyistargetedmainlyatthosewellbeingtourismbusinessesthathavethepotentialityforinternationalmarkets.Thegroupof37businessesisselectedtogetherwiththeFinnishTouristBoard.SupplementarydataisgatheredthroughinterviewsamongdestinationmarketingorganizationsandtouroperatorssellingFinnishwellbeingtourismproductsfortheircustomers.TheaimofthesupplementarydataistofindthefuturepotentialityofFinRelax®productsandservices.Thedatawillbeanalyzedbyusingcontentanalysis.

Duetothefactthattheprocessison‐going,thetotalsamplesizeatpresentisopen.Thepreliminaryresultswillbepresentedlaterintheconferenceaswellasinthewrittenpaper.

ThestudyalsohaspracticalimplicationsbyprovidingadditionalinformationforbothbusinessesandFinnishTouristBoardinthedevelopmentworkofFinRelax®.

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Therolesofeventsindestinationbranding

IraLahovuo,JenniMikkonen

Accordingtoanumberofstudies,eventshaveasignificantimpactondestinationbrandinganddifferentiationfromotherdestinations(i.e.Jagoetal.2003;Lee&Arcodia2011;Trostetal.2012).Majorityofstudieshavefocusedontheimpactsofsportormegaeventsonthedestinationbrandbuttheimpactofsmallerculturalandfreetimeeventsremainlessresearched.Eventscantakedifferentrolesrelativetothedestinationbrand:i.e.asco‐brandingpartners,asextensions,orasfeaturesofthedestinationbrand.Co‐brandingreferstothepracticeofpairingtheevent'sbrandwiththebrandofdestination:eventswithwell‐establishedbrandscanbeusedtoenhancethebrandidentityofthedestination.Sinceeachrolepresentsdifferentopportunities,risksandrequirementseventsmustbeincorporatedstrategicallyintothemarketingplanofthedestination.(Chalip&Costa2005)

TheaimofthisstudyistofindoutwhatkindofrolestheeventsoftwoFinnishdestinations,SavonlinnaandMikkeli,haveintheirdestinationbrand,andhoweventsareintegratedinthenewbrandstrategyoftheregion.Thedatawascollectedthroughanalysisofwebsitesandsocialmediachannels,andstakeholderinterviews.Thewebsiteanalysisworkedasabackgroundstudytotheinterviewsandfocusedonhowandwhicheventsweredisplayedontourismwebsitesofdestinations.Theinterviewssoughttorevealthedifferenttypesofrolesofeventsinthecurrentbrandingprocess,andfindoutiftherearedifferencesbetweenthedestinationsand/oropinionsofstakeholders.Theintervieweesweredirectlyorindirectlyparticipatinginthebrandingprocess:fromlocaldestinationmanagementorganizations(DMOs),tourismplanningauthoritiesandeventorganizers.Altogether13semi‐structuredinterviewswereconducted,transcribedandanalyzedbyusingcontentanalysis.

Resultssupportformerresearchinthateventsplaysignificantrolesindestinationbranding,andthereweremanykindsofrolesrevealed.Forexampleonemajorevent,Savonlinnaoperafestival,hasadominantroleinwholeregion'stourismandisanindispensablepartofdestinationbranding.Inthefuture,thefestivalwillbedoingmoredestinationmarketinginco‐operationwiththeDMO.Thisco‐brandingroleoftheeventwillspreadbenefitstootheractorstoo.Ontheotherhand,alsosmallerlocaleventshaveimportantrolesforexamplesupportingcentralbrandfeaturesofdestination,andworkingmorelikeextensionsofdestinationbrand.

Thestudycomplementstheformerresearch,deepenstheunderstandingontherolesofeventsindestinationbranding,andstudiesiftherearesimilaritiesintherolesofsmallculturalandfreetimeevents,andsporteventsthathavebeenstudiedearlier.Theresultscanbeutilizedalsoindestinationbrandingprocessbyexplaininghowtheeventsareusednowandhowtheycouldbeutilizedmoreeffectivelyinthefuture.Themoreislearnedabouttherolesofeventsandwaysofutilizingthemindestinationbranding,themoreeffectivedestinationmarketingwillbecome.

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Events'"deserved"mediacoverageanddestinationbranding KariJæger,TrineKvidal

Hallmarkeventswithlong‐terminstitutionalstatus,and“Iconic”events,havehighvalueassetsforadestinationorcity(Getz,2013).Inlinewiththisperspective,thispaperseekstodiscusshoweventsor“iconic”eventscouldprovideuniquesellingpropositions,throughreflectingbrandvaluesandplaceidentity.Itisachallengingcompetitionbetweendifferentplacesseekingtobecomeuniquefavorabletraveldestinations,somethingwhichrequirespotentialtraveldestinationstobecomeandstayvisible,uniqueandwithadistinctanddefinedbrand.“Icons”presentaparticularkindofstory–anidentitymyth,thatconsumersusetoaddressidentitydesiresandanxieties(Holt,2006)“Iconic”eventsaresocializingwithotherpeopleandeventsthatsharetheirvaluesandinterests.Theaiminthispaperistoexaminehowthesekindsofeventscouldcontributeto”deserved”mediacoverage,acquiredfromwordofmouthinanewsocialmediacontext(Ellingsen,2013),andwhichimpactthishasondestinationbranding.

Inthispaper,wetakeaqualitativeapproachtoexaminingthetwoeventsFinnmarksløpetinFinnmark,NorwayandIditarodinAlaska,USA.Finnmarksløpet(withits1000kmclass)isEurope’slongestsleddograce,andhasbeenarrangedfor34years,whileIditarod(1800km)istheworld’slongestsleddograce,andithasbeenarrangedfor42years.ThesetwolongdistancesleddogracescanbesaidtocapturetheArcticwildernesswiththeinclusionofdogs,experienceddogdrivers,roughweatherconditions,northernlight,andtundra,mountainsandriverscoveredwithiceandsnow.ThetwoeventsindifferentwayscaptureandstageArcticnaturevalues,communicatedviamediacoverage,socialmedia,mushers,volunteersandtourists.Thisattentionandpublicityisimportantforthetworacesassportscompetitions,aswellasforthebrandingoftheirhostplaces.

Basedondatacollectedviaobservation,in‐depthinterviewsandmediaanalyses,conductedinrelationtoFinnmarksløpetandIditarod,wediscusskeytourism‐relevantaspectsoftheevents.

ValuesForCulture

Thedynamicsofnatureandcultureintourism–thecaseofIlulissat,

Greenland

KarinaMadsenSmed

ThispaperprovidesnewinsightsintothetourismproductpromotedandsoldinIlulissatinthelightofadynamicnature/culturerelationshippromotedbythenationalDMO,Visitgreenland,inanationalbrandingframeworkfrom2010.In2004,theIlulissaticefjordincloseproximitytothetownofIlulissatwasinscribedasanaturalheritagesitetotheUNESCOWorldHeritageList,andthedestinationofIlulissathasalwaysbeenfocusedaroundthisgrandiosenature,theicefjordinparticularwhichhasshapedandinfluencedlifeinIlulissatforthousandsofyears.Assuch,natureplaysacentralroleinthe

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promotionofIlulissattotourists,alsobeforetheinscriptiontotheWorldHeritageList.ThecloserelationshipbetweentheicefjordandlifearounditsuggeststhatnatureandculturearecloselyconnectedinIlulissat,whichmayseemtounderlinethedynamicsbetweennatureandculturesuggestedbyVisitgreenland.However,thequestionishowthelocaltourismenvironmentfacilitatesandusesthisstrategicpropositionofadynamicnature/culturerelationshipinpracticetopromoteandselltheirproducts,ifatall?Furthermore,thisstudyaimstohighlightwaysinwhichnatureandculture‐asdistinctcategoriesandincloserelation‐areanchoredinthedestinationandtherebyinfluencingthetourismenvironmentinIlulissat.

ApointofdepartureistakeninthelocaltourismindustryinIlulissatinordertoexplorewhatisbeingsoldandpromotedtotouristsinthisrespect.SincethecontentionisthattheicefjordanditsinscriptionontheWorldHeritageListaswellasthehistoryoftourisminIlulissatpresentanemphasisonnatureasadistinctfeatureofattraction,aparticularfocusonculturaldimensionsmaybelessevidentandwillthereforebeexploredfurther.Thestudywillrestonatriangulationofmethodsentailing1)documents,suchasstrategypapers,governmentreports,administrationplansandcommercialwebsites,thathaveformedtheinitialaccesstothisdestination'stourismenvironment,2)interviewswithlocaltourismactors,specificallytouroperators,administratorsandhotelCEOs,and3)participantobservationsofthetourismproductsofferedbyvarioustouroperatorsandofthephysicalenvironment.Thetheoreticalfoundationforthispaperrestsonacentraldiscussionofthenature/culturerelationship,particularlypertainingtobothpolartourismandheritage,whichmayreinforcecertainperceptionsofnatureandculture.Inaddition,theconceptofvisitabilityisappliedinordertoexploretheprocessofinvitingtouriststoconsumeplaceandsubsequentinfluencesonthedestinationanditscoreproduct.Findingssuggestthatexistingtourismpracticesarereinforcingthestrongemphasisonnatureratherthanthedynamicsofnatureandculture,andassuch,thepapersuggeststhatanincreasedfocusontheculturaldimensionofthisrelationshipmaystrengthenproductdevelopmentnotonlytocomplywithVisitgreenland'sbrandpositioningbutalsotofacepresentchallengestotourismdevelopmentinIlulissat.

Transformed“bythewindandthesea”–exploringvisitoremotions

towardswarheritagealongtheDanishWestCoast.

LuluAnneHansen

ThispaperseekstoexplorehowtheremainsoftheAtlanticWallscatteredalongtheDanishWestcoasthavebeenandcontinuetobeemotionallyappropriatedbytourist.Itisnowcloseto40yearssinceFrenchculturaltheoristPaulVirilio,inalludingtotheparticularrelationshipbetweentheGermanbunkersandtheirphysicallocationalongtheNorthSeacoastline,emphasisedthecapacityofthebunkerstoteachusnotonlyabouttheirerabutaboutourselves(Virilio1975,1994transl.).Eventodaytheconstantinteractionbetweenthedynamiccoastlineandthemassiveconcretebunkers,engulfedinaseeminglyendlessstruggle,holdsimmensepotentialforinvokinghumanemotion.Inthiscasetheinteractionoflandandseaonlyservestostrengthenwhathasbeendeemedthemultipletemporalitiesofruins(Edensor2005).Atthesametimeahistoryofnational

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conflictsbetweenDanesandGermans(themajorityofforeigntouristsvisitingtheDanishWestCoast)makesthebunkersplacesofpotentialcontestation.Departingfromainterpretationalframeworkthatperceivesemotionsassocialsentiments(Peterson2007)thispaperusesbothhistoricalsourcesandcontemporaryinterviewsandfieldworktoexploretheshiftingandoftenconflictinghistoricalandemotionallandscapessurroundingthebunkersfromthemid1990'tiesuntiltoday.Inrecognisingthatculturalheritagetourismofferingsaredynamicandconstantlyevolving(Kaminskietal.2014)itisarguedthateveninthisrelativelyshortperiodcompetingnarrativeshaveserved,andstillserve,tocontinuouslyreconfigure(Smithet.al.2009)theemotionalconstellationsrelatingtotheirspace.Itis,furthermore,shownhowtheparticularinterrelationshipbetweenthecoastallandscapeandthebunkersconstitutesaspacewithpotentialofengagingvisitorsinpluralisticinterpretiveinterventionsaddressingissuesofindividualvalues,moralsanddilemmasinacoastaltourismcontextnormallynotassociatedwithnegativeheritage(Meskell2002)experiences.

ThecompetencyprofileofculturaltourismemployeesinRussia

ElenaSakharchuk,SergeyIlkevich

Thecentralhypothesisofthestudyisthatthesharpdiscrepancybetweenhugepotentialofculturaltourismandinsufficientcompetitiveadvantagescanbeexplainedbyvastdeficienciesinthecompetencyprofileofculturaltourismemployees.Toconductaprimaryresearchofcompetenciesofculturaltourismemployeesinordertoestablishlevelsofproficiencyin4criticalforcompetitivenessareas:1)knowledgeofculturalheritage;2)customerrelationsmanagement;3)marketingtechniques;4)internationalvisitorandforeignlanguageproficiency.Andthusestablishmajorsetbackstobeaddressedinpubliceducationandcorporate/stateagencytraining/re‐trainingprogrammes.ThereisaverylimitednumberofsourcesbothinEnglishandRussianrelatedtoculturalandheritagetourismprofessionals’interviewing.Andtherearenocomprehensivestatisticsinthefieldofemploymentinculturaltourismobjectsaswelltosupportprimaryresearchconclusions.Thestudiesarelimitedtodescribingculturalsites,theirheritagevaluewithoutaddressingvisitor‐relatedissues.Competency‐basedstructuredinterviewingofemployeesatculturalsitesofMoscowregionatentry‐levelpositions,establishedprofessionalandmiddlemanagementwith167,102and89respondents,respectively.Foreachofthesethreegroupsweresuggestedseparate,modifiedquestionnaireswithquestionsinthefollowingsections:

Educationandlife‐longlearningexperience Practicalexperience Customerserviceandpassionforcustomersatisfaction Skillsinbasicandstrategicmarketingtechniques,culturaltourismproducts

distributionstrategies Foreignlanguageproficiency Internationalvisitorandmulticulturalawareness

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Interviewingofemployeesissupplementedbysecondaryresearch(literaturereview)andexpertestimatesfrom6leadingtouroperatorsforinternationalvisitorsinMoscowregion,specializinginculturaltourism.Thestudyrevealsanacutedeficitofbasictrainingforculturaltourismemployeesnotonlytourism,butincustomerservice‐relatedareas,withonly37%ofemployeesacrossthewholepopulationstudiedhavingformalqualifications.Themostremarkableimbalanceisbetweenknowledgeofculturalheritage(with86%ofemployeesstatingtheircontinuousbettermentinthefield)andstrategicmarketingtechniquesinculturaltourism(withonly6%ofemployeesbeingabletoprovideananswerforacontrolquestionaboutthemeaningofstrategicmarketingapproaches),aswellasforeignlanguageproficiency,withonly2%beingfluentEnglishspeakersand1%beingfluentinotherEuropeanlanguage.Thereisalowwillingnessforre‐trainingonthepartofemployees(26%respondents),despitethe86%stressingtheimportanceofgoodqualifications.Themotivationalproblempresentsaninterestingfieldforfurtherprimarystudies.TheissuesofprofessionalpreparationinculturaltourismandestablishingindustrialstandardsandqualificationsarestillbeingneglectedinRussia.Thatlimitsthepotentialandcompetitivenessoftheindustryduetolowawarenessofculturalsites’sheerexistenceandinsufficientcustomersatisfaction,specificallyrelatedtopoorguidingandforeignlanguageproficiency.

Theconstructionandexperienceoficon‐cities

AnneKlaraBom

TheworldfamousauthorHansChristianAndersenwasbornin1805inOdense,Denmark.Thispaper'spointofdepartureisthethesisthatOdensehastheopportunitytoutilizeitspotentialasanicon‐city:Acitythatwillfullyintegratesitshistoricalrelationtoacharacterinitstourismstrategyandtherebysuppliesthecitywithsymbolicvaluebybrandingitselfasthecityofthecharacterinquestion(Bom,"Midt").Severalicon‐citiesareEuropean,forexampleShakespeare'sStratford‐upon‐Avon,Mozart'sSalzburgandAstridLindgren'sVimmerby.Icon‐citieshaveahistoricalrelationtotheircharacters,buttheyalsohaveanopportunitytopresentthefamousworkofthesepeople.Odense,however,hasuntilrecentlyfocusedonAndersen'sbiographyinitsbrandingoftheauthorandtheinitiativespresentingtheworksofAndersenarealleitherveryneworstillinthepipeline.Thispapersuggeststhatinordertoexaminehowasustainablebrandoftheicon‐cityOdensecanbecreated,researchfromthefieldofliterarytourismcanbeusedtoaddresschallengesandopportunitiesthatcanbemadetopicalinrelationtotheconstructionandexperienceoficon‐cities.

Literarytourismpresentsauniqueopportunitytopromoteanauthor,aheritageandaparticularplaceatthesametime(Squire,"Literary"120).Asignificantthemeinliterarytourismresearchisthetensionfieldbetweenfactandfiction,becauseliteraryplaces

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containseveralplacesinoneplace(Herbert,"Heritage","Literary";TimothyandBoyd,Heritage,"Heritage"):Touristsvisitliteraryplacestoexperiencewheretheauthorsactuallylivedand/ordied,butquitefrequently,theyalsoexpectthatthesameattractionpresentsthefictioncreatedbytheauthorinquestion.Severallevelsofauthenticitytherebycomeintoplayinliteraryplaces,where"imaginedworldsviewithreal‐lifeexperiences"(Herbert,"Heritage"33).Thispaperarguesthatasimilarsituationistakesplaceinliteraryicon‐cities.

Authenticityisadominantthemewithintourismresearchthesedaysandseveralscholarshavepresentedtheirsuggestionstohowtheconceptcanbedefinedandputtouse(Chhabra;Cohen;Daugbjerg;FawcettandCormack;JamalandHill;ReisingerandSteiner;TimothyandPrideaux;Wang).However,possiblerelationsbetweenhowliteraryplacesappealtoauthenticity/in‐authenticityandhowthesameplacesareexperiencedasauthentic/in‐authenticbytouristsareyettobeexamined(Bom,"Affective").

Thepaperpresentsfourtypologiesofplacecategoriesthatcanexistinliteraryplacesanditisarguedthateachoftheseplacesappealtodifferent"layers"intheexperiencesofauthenticity(Jansson;KnudsenandWaade;Wang;Waade).Furthermore,itisdemonstratedhowthetypologiescanbeputtouseinadiscourseanalyticalculturalanalysisoftheicon‐cityAstridLindgren'sVimmerbyinSweden.TheresultsoftheanalysisaresubsequentlyusedinadiscussionofthechallengesandopportunitiesthatcanbeprevailinginapossiblerealizationofOdenseasaliteraryicon‐city.

Theresearchpresentedinthepapercontributestoculturalstudiesinwhatisatstakewhenpeopleappraise"their"culturalphenomenaandtherebymakethemculturallyspecific(Bom,Vores).

Heritagization‐Tourismimpactontourists

PerÅkeNilsson,DianaAlexandru,Babesj‐BolyaiImpactoftourismonlocalresidentshasbeenobjectfornumerousstudiessincemasstourismstartedinthe1960s,bothinformsofnegativeorpositiveimpactforthedestinations.However,formuseumkeepers,tourismhasbecomethebackbonefortheireconomicsurvival.Heritagizationasaculturalparadigmhasbeenusedandabused.Usedasaprotesttopoliticalorideologicalcopingwithcultureheritageasaproductionandcollectionmadebypastgenerationsandnowkeptinordertopreserve,elucidate,ormaintaincertainpoliticalnormsandgoals.Abusedasaneducationofthepublicbyinvented,hidden,aswellaspurposelychosenpast,withfocusonideasinsteadofobjectsandtouseinterpretationofhistoryforownadvantage.Theideaofthispresentationistoexemplifyhowtheimpactoftheinterplaybetweenlocalresidents and tourists on themselves transforms both the cultural heritage and thoseexposedbyit.

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ValueOfTourismEducation

Whatarethecorrelatesofworkvaluesfor16yearoldstudents:focus

onprofessionswithinhospitalityandtourism

ÅseHeleneBakkevigDagsland,ReidarJohanMykletun,StåleEinarsen

ThispaperpresentsresearchonworkvaluesamongNorwegian16yearoldstudentsfacingchoicesamongdifferentstreamsinhighereducation,includingstreamsleadingtoapprenticeshipinthehospitalityindustry.Thestudyinvestigatestherelationbetweenworkvaluesandthepupils'intentionsregardingworkindifferentpositionsinthisindustry,andthestabilityoftheserelations.

Datawerecollectedfromtworandomsamplesofpupilsintheirfinalyearofthecomprehensiveschool,atthetimetheyhadtochooseamongalternativetracksinthesecondaryschoolsystemwithimpactontheirfuturejoboptions.Thepupilsfilledinquestionnairesduringtheirschoolhoursin2002and2011(n=1863and1842,respectively).13possibleworkpositionswerelistedtowhichthepupilsshouldratehis/herinterest;andworkvaluesweremeasuredby18items(fivepointLikert‐typescales).Comparisonsbetweenthevaluestructuresofthetwosampleswerebasedonfactoranalysis.Fiveandfoursum‐scoreswerecreatedbasedonthefactorstructuresofthe2002and2011samplesrespectively,supportedbyreliabilityanalyses(alphacoefficients).Thesesum‐scoreswerethencorrelatedwithinterestindifferentworkpositionsinthehospitalityandtourismindustries.

Basedonthefactoranalyses,fiveworkvalueswereidentifiedinthe2002‐sample,andfourworkvaluesinthe2011‐sample,eachofwhichaccountingfor38%and36%ofthevariance,respectively.Thefactorstructuresshowedmoderatecrosssamplesimilarities.Correlationsamongtheninefactor‐basedsum‐scoresandtheworkpositionslistedwereweaktomoderate,thehighestbeing.24.Thesumscoresoftheworkvalues"Internationalwork"showedthehighestnumberofsignificantcorrelations.Thestrongestcorrelationswerebetween"Internationalwork"and:workastouroperator/travelagency,tourguide,andmanagerbothinthe2002and2011samples.Furthermore,thevalue"Self‐realization"(2011)correlatedtotheintentiontobecomeamanager.

Internationalvalueorientationamongthestudentswasclosestrelatedtointentionsofenteringpositionsinthehospitalityindustry,followedbythevalueof"Self‐realization".Comparedtothetypeofworkintheindustry,thefittothepupils'valuesarefarfromperfect.However,theinformantswereyoungandlackingworkexperience,andmightnotbeabletoreflectproperlyontheirworkvaluesandpossibleconnectionsbetweenworkvaluesandthedifferentworkpositions.Consequently,focusworkvaluesshouldbestrengthenedintheschoolcurricula.Thehospitalityindustrymightprofitfromdemonstratingtheirworkplacestothepupils,theschooladvisors,andpupils'parents,toincreasetheirunderstandingofthesetypesofwork,thusfacilitatingrecruitmentofyoung

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workforcetotheirindustry‐relatedtraininginthesecondaryschoolandinhighereducation.

Students’enrolmentpreferencesinhighereducation:motivationsfor

choosingtourism,economics,businessorlawstudies.

CatalinaJuaneda

Giventheimportanceoftourismasadevelopmentfactorinmanycountriesanditsgrowingimportancebotheconomicallyandsociallyintheworld,itiscrucialthathighereducationintourismreachsimilarlevelsofqualityandmaturityasthoseofotherstudiesthatfocusontraditionalfieldsofknowledge.Inthissense,aconstantconcernfortourism,bothinemergingcountriesandindevelopedcountries,isthedifficultyforhighereducationinstitutionstoattractthebeststudentstotourismstudiesandthereforesubsequentlyforthetourismindustrytoattractandretainhighlyskilledprofessionals.

Withtheaimofcontributingtotheunderstandingofthisparticularconcern,thisstudydealswiththemotivationsthatdrivehighschoolstudents,fromHumanitiesandtheSocialSciences,tochoosethebachelorintourismfortheirfutureuniversitystudies.Althoughtheirknowledgeabouthighereducationstudiesisnotverycomprehensive,studentshavepartialinformationandperceptionsaboutitscontentsanditsreputation,usuallyinfluencedbyfamily,teachers,friendsandthesociety.

Thisstudyanalyzesthemotivationsofhighschoolstudentstochoose,intheverynearfuture,theirmainbacheloroption.FourparticularbacheloroptionsbelongingtoSocialSciencewereconsidered:Tourism,Law,EconomicsandBusiness.Thereasontoconsiderthesefourbachelordegreeswastoallowtheresearcherstocomparethemotivationsforchoosingtourismstudiescomparedtothosewherethemoretraditionalandreputedstudies,suchasLaw,EconomicsorBusiness,areselected.

ThestudyisfocusedonthehighschoolstudentslivingontheislandofMallorcawheretwospecialcircumstancesexist.ThefirstisthatinMallorcathereisonlyoneuniversity,theUniversityoftheBalearicIslands,whichiswheretheinformationabouthighereducationstudiesaimedatthestudentswhoarethetargetpopulationofthisstudyiscentralized.ThesecondoneisthatMallorcaisaveryimportanttouristdestinationintheMediterraneanwhereeconomicactivityrelatedtotourismisfoundthroughouttheislandandwheretheisland’sresidentsareconstantlyincontactwithit.Duetothisfact,itisimportanttonotethatstudents,aswithallresidentsontheisland,arebothfamiliarwithandindirectcontactwithtourismactivity.

AsurveywasconductedinAprilof2014whenstudentsfromallthehighschoolsontheislandcometotheUniversityoftheBalearicIslandstoattendseveralinformationsessions.Sixhundredstudentscompletedthequestionnaire,ofwhich180showedapreferencefortourismstudies.

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Skillsandformaleducationwithinthetourismsector

AndersHedetoft,TagePetersen

Knowledgeisbelievedtobeoneoftheprimarysourcesofeconomicgrowth,andtheNordiccountriesfocusstrategicallyoneducationasamajorparameterinensuringcontinuedcompetitivenessinanincreasinglyglobalizedeconomy.Butwhatistheformaleducationallevelofowners,managersandemployeesintheDanishtourismsector?Andtowhatextentdoestheprofessionalandtechnicalcontentofsuchformaleducationscorrelatetotheneedsofskillsandcompetencesinthetourismindustry?Theseissueswillbeputintoperspectivethroughacase‐basedexaminationofhowcompaniesinaDanishcoastaltourismdestinationstrivetomaintainanddevelopcompanies'andemployees'skills.

Thepurposeofthepresentationistwo‐fold.Thefirstispurelydescriptive,anddocumentseducationlevelsanddevelopmentthereofovertimeinthevariousmainbranchesoftheDanishtourismsector.Isthere,asintendedbythenationalgovernment,agradualeducation‐drivenimprovementofskillsandcompetencesinthetourismsector?ThesecondistoexplorepossiblecorrelationsbetweenHumanResource(HR)strategiesinanumberoftourismenterprisesandtheformaleducationlevelsintheindustryincoastaldestinations.Thecasewillaimtogobeyondandrefinethewell‐knownexplanationsforthegenerallylowlevelofformaleducationinthetourismsector,i.e.thattourismenterprisesareeducationally‐challengedduetoseasonalityissuesandthehighproportionoflifestylebusinesses,particularlyinremoteareas.

CurrentlyinDenmarkthereisfocusonimprovingthequalityandcompetitivenessofcoastaltourism,definedastourismoutsideurbancenters.Thefocusofthepresentationisthereforealsooneducationandtourisminageographicperspective.TheDanishmunicipalitiesarecategorizedby'levelofurbanization´andformaleducationlevelsinthetourismsectorwithineachcategoryisdescribed.

Therationalebehindthe"highereducationpolicy"istocreatemorevalueandhigherrevenues,throughimprovedproductsorproductionprocessesthanitwaspossiblewithoutaprofessionallyskilledandwell‐educatedworkforce.Inthisperspective,thepresentationwillexaminewhethereducationinfactdoescreatevalueintheformofhigherincomestothepersonswhopossessagiventourism‐relevantformaleducationandintermsofimprovedfinancialperformanceinthecompaniesthatemployahighershareofhighly‐educatedworkers.

Methodologically,thepresentationisbasedonDanishregister‐dataincludingstatisticalcross‐correlationsbetweeneducationandbusinesssectorregistersinStatisticsDenmark.Theregister‐basedanalysisoftheeducationlevelintheDanishcoastaltourismsectorwillbecomplementedwithacasestudyofhowBornholmtourismcompaniesareworkingtomaintainanddevelopskillsintheirenterprises.

Preliminaryresultsindicate‐perhapssomewhatsurprisingly‐thatthehighest‐skilledworkersareinthecampingsector.Inthissector,therearemoreemployeeswithahigher

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educationandfewerwithnoformaleducationaboveDanishbasicschoolingcomparedtoothertourismsectors.Preliminaryresultsalsoshowthatcompaniesdoworkwithimprovingemployees'workskills,but,duetotheirinformalnature,arenotregisteredinwaysthatallowregister‐basedstatisticalanalysestopickuponthem.

Thevaluesofworkinginthefrontlineofthetourismindustry–thecase

oflicensedlocalguides

JaneWidtfeldtMeged

Licensedlocalguidesarehighlyqualifiedemployees,howevertheyarepartofthetourismindustrywherethefrontlinepersonneliscastedaspinkcollarworkers(Guerrier&Adib2004)characterizedbyfeminizedjobs(Veijola2010)intheservicesector,lowpaid,oftenwithtemporarycontractsandhencelittleornoprospectsofcareerdevelopment.Ontheotherhandtheworkofguidesmaybeseenasselfactualising,adventerousandglamorousmaybeeven”thestuffofTVdrama‐documentaries”(Guerrier&Adib2003;p1402)Thefewearlierstudiesonguides`workinglifehavehadempiricalfocusonyoungguidesatsandandseadestinations,tourleaders,guide‐enactorsatexperiencecentresornatureguides(GuerrierAdib2003;2004,Wong&Wang2008,Bæhrenholdt&Jensen2009,Veijola2010,Carnicello‐Filho2013),andtheyprimarilyexplorethecost/benefitsofemotionallabourdrawingonHoschild(1983),butalsogenderissues(GuerrierAdib2004;Veijola2010)

Tothisauthor`sknowledge,therearenopreviousstudyontheworkinglifeoflicensedlocalguides,althoughtheyconstitueaparticularpopulationamongguidesandfrontlineemployeesashighlyeducated,matureandexperienced,andtheyformacaseofamoregeneraltrend:qualifiedemployees,whoareworkingunderincreasinglyprecariousworkingconditions.

Thisstudyasksthequestions;whydolocallicensedguideschoosetheguideprofession,andhowdotheyconstructmeaningandidentityinafluidworkinglife?Toexpandthemorespecificapproachofemotionallabour(Hochschild,1983),thetheoryofjobcrafting(Wrzesniewski&Dutton2001)isappliedto”capturechangesemployeesmaketotheirownjobdesigninwaysthatcanbringaboutnumerouspositiveoutcomes,includingengagement,jobsatisfaction,resilienceandthriving”(Berg,Dutton&Wrzesniewski2007)Withfocusontheguides`individualorientation,motivationalorientationandjobcraftingpractices12licensedlocalguideshavebeeninterviewed(sixinItaly,fiveinDenmark,andoneinFrance)FurthermoretwodialougemeetingshavebeenheldbetweenthestudentsandlecturersontheTouristGuideDiplomaProgrammeatRoskildeUniversityandsixnewlylicensedguides.Theguideprofessionappealsprimarilytowomen,well‐educatedimmigrants,andgrown‐upsmakingchangeintheirlatecareerorasaretirementstrategy.Althoughtheguidesoftencouldtellaboutmajorlifechangesorevenlifecrisesuponenteringtheguideprofession,theydescribedthemselvesinaccordancetowhatItermthe

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genericguide,anaturalbornwithacertainDNAcharacterizedasacuriouspeopleperson,passionatemediator,withhighrisktoleranceandabilityorevenenjoyingtonavigateandcontrolinchaos.Theguidescrafttheirrelationshipwiththetouristsintopersonalizedperformances,wheretheyenjoymouldingtourists`perspectives,andshowtheirlocalenvironmentinwhichtheytakeaffectiveandintellectualownership.Theguidesperceivethemselvesasquasiself‐employed,andtheyoscillatebetweenpersonalizingandde‐personalizingtheirrelationshipwiththeirmanyemployersinorderoptimizeanextremelyunpredictableworkinglife.

TheProfessionalSocietalAcademicNetwork(PSAN)ofTourism

DepartmentPartners–ASwedishCaseStudyTriangulatedwiththeEU‐

ProjectTARSI

GöranAndersson

Universitiesarenotisolatedfromsociety.Throughouttheworldandatthehighestpoliticallevel,therearepressuresonthehighereducationsectortonetworkwithitssurroundingsociety.ThiswholeideaofnetworkingissupportedbytheEuropeanBolognaprocessinconnectingacademiamorecloselywithbusinessandsocietyandinnewandinnovativeways.Nevertheless,atuniversitiesthereisalackofknowledgeonhowtostructuresocietalnetworksandalackofexperiencesinnetworkbuilding.Thiscausesproblemswithregardtoeffectiveco‐operationbetweentheuniversityanditssocietalpartners.Thefactthatuniversitiesarenotisolatedfromsocietycanalsoberecognisedbythepublicdebatesoneducation,researchandcommunityengagement.Nevertheless,therearealmostnoresearcharticleswrittenaboutuniversities'societalnetworks.

ThepurposeofthisresearchistoinvestigateuniversitynetworkscriticallyandtodevelopananalysismodelforstrategicpartnerrelationsandtheunderlyingnetworkstructurewithinaTourismDepartment'snetwork.

AcasestudymethodologyhasbeenusedwiththeTourismDepartmentattheauthor'suniversitybeingtheobjectstudied,inordertostudythenetworkbuildingprocesssinceitwasestablishedin1999.ExperiencesfromtheEU‐projectTARSI(TailoredAppliedResearchandImplementation)havebeentriangulatedwiththeresultsfromthecasestudy.

Furthermore,aliteraturereviewhasbeenconductedinordertoidentifywhichstakeholdersappearintheliteratureofhighereducation‐societyinterrelationsandtofindunderlyingdimensionstotheuniversitynetworkstructure.Thetheoreticalframeworkisbasedonnetworktheories,wherenetworkstrategy,networkpartners,relationpurpose,networks'formality,individualandorganisationalnetworks,networkprinciplesandobstaclesareimportantthemes.

FortheTourismDepartment,thefollowingstrategicpartnertypeswithassociated

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relationpurposeshavebeenidentified:theacademicstaff,currentstudents,alumni,thetourismindustry,publictouristorganisations,non‐profittouristorgani‐sa‐tions,macro‐environmentpartnersandthehighereducationsector.EverymainstakeholdergrouphasbeenorganisedintopartnergroupsattheTourismDepartment.ThebenefitofthisapproachisthatspecialuniversityobjectivescanbereachedmoreeasilyiftheTourismDepartmenthasknownpart‐nersinformalsub‐groupsalreadyinplace.Ineverysub‐grouptherearetypicallyquestionsdependingontheDepartment'srelationpurpose.

Arelationstructurenetworkmodelhasbeendeveloped,wherethedimensionsofformal‐informalandorganisational‐individualhavebeenfoundrelevantinordertostructurethenetwork.Themodelisbasedonthefourmainopportunitybuildingprinciplesofpermanency,openness,motivationandtrustfulness.However,therearealsocorrespondingmainobstaclesofcost‐benefitmisunderstanding,relationburden,strategicunconformityandnon‐networkopportunities.

Thereisachallengeinincreasingthecommunityengagementactivitieswhenusingmoreresources.However,thebenefitsfortheuniversityandthesurroundingworldwillbepositiveintotal.ItisofgreatimportanceforEuropeanuniversityacademiestousenetworkstrategiesintheiroverallplanninginordertobeanaturalpartofsociety,whichissummarisedastheProfessionalSocietalAcademicNetwork(PSAN).Finally,theinteractionofuniversitieswithsocietyisregardedasanever‐endingjourneyinaglobalworld.

ValuesOf/ForTheTouristII

‘ExperienceEuropewithoutborders’:Interrailfrictionsandregulated

mobilities

MartinTrandbergJensen

Thispaperapproachesthefrictions,immobilitiesandregulatingbureaucraciesofawidelyneglectedtourismandtravelphenomenon,interrailing.Drawingonawiderperformativeandmaterialturnintourismandmobilitiesstudies,aswellasinjectingphenomenologicalwondersinformedbyrecentculturalgeography,thefollowingconstructsatheoreticalframeworkthroughwhichtoempiricallyintertwinethepoliticsandpracticesinvolvedintheproductionofinterrailexperiences.Throughfieldworkexperiencesitweavestogetheraccountsofthestickymaterialityofpracticalencounters,whiledescribingthestagingofmobilitiesthroughinfrastructures,bureaucraciesandmobilityregimes.Subsequently,thepaperprovidesnovelinsightsintotheopportunitiesandchallengesfacingtheorchestrationofcontemporaryinterrail,pointingtowardsareasforfurtherdevelopmentandexperience‐designforrailtourismaffiliatesandtransportplanners.

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Antecedentsoftouristexperiencevalue

PeterBjörk

Antecedentsofmemorabletouristexperienceshavebeenexploredbythemeansofself‐administeredquestionnaires(Hosany&Witham,2010),personalinterviews(Walter,U.,Edvardsson&Öström,2010),photographsorting(Fairweather&Swaffield,2002),andtraveldiaryanalysis(Prebensen&Foss,2011).Thesemethods,whichhavebeenusedtoexplaintheessence,dimensionality,andoutcomeoftouristexperiences,havemanybenefits,butalsosomelimitations.Especially,theirdependenceontherespondents'willingnessandabilityto,inresearchsituations,discussmemorablesensationinfluences(Eketal.,2008),mighthavecausedtunnelvisioninthesensethatthewholespectrumofantecedentsofmemorabletouristexperiencesmightnotyethavebeseen.Therefore,itissuggestedthattouristexperienceresearchersalsotakeintoconsiderationothertypeofdataforanalysis.Newtechnologies,suchashelmetsformeasuringMEG(magnetoencephalogram)andhead‐mountedcamerascouldbeusedtomeasuresbrainactivitiesdestinationattributesstimulates.Thesetechnologiesarestillratherexpensiveandeventhoughthehardwarehasbecomemoreconvenienttouse,theyarean"extra"element,whichmightinfluencethetestperson.Analyzingfamilycommunicationentourisinthissenseamoreunobtrusiveapproach,especiallywhenitisdoneinaretrospectivemode.Withafocusonmemorabletouristexperiencesitwasdecidedinthisstudytoaskfamilymemberswhattheydiscusswitheachotherentour.Supportedbytheoryoffamilycommunication(Smith,etal.,2009)itisarguedthatfamilymembersdiscusstheirtourismexperienceswhentravelling(Lehtoetal.,2009).Servicemarketingandtouristresearchershavedocumentedantecedentstoserviceexperiences,discussedtheveryconceptandtriedtolinkexperiencestooutcomevariablessuchassatisfactionandloyalty(Ritchie,etal.,2011;Kimetal.,2012).Furthermore,therearesomestudies,whichexpandtheservicescapeconcepttoanexperiencescapeconcept(Chuietal.,2010)andbythatclaimthatantecedentstodestinationexperiencesalsohavetobesoughtoutside"experience‐centricservices"(Zomerdijk&Voss,2010).Thesestudies,whichallhaveatourist‐environmentfocusmighthavemissedthoseantecedentsoftouristexperienceswhicharenotlinkedtothedestinationperse.However,thisisstilltobeexplored.Thisstudyreportsonthetwofirstphasesofonathree‐prongedresearchapproach(Tumbat&Belk,2011)i.e.thetheoreticalframeworkandaqualitativestudy.Tourism,marketing,andconsumerbehaviortheoriesaremergedwiththeoriesaboutfamilycommunication.Aholisticframeworkdescribing"Dimensionsofmemorabletouristexperiences"ispresented.Thefirstempiricalfindingsarebasedon64personalinterviews.ThetranscriptshavebeenprocessedbythemeansofaGroundedtheoryapproach(Glaser&Strauss,1967),andsevencategorizeofantecedentstotouristexperiencesentourhavebeenexplored.Theseare"weatherandnature","price","politics","societyandculture","Foodexperiencesandaccommodations","activitiesandhobbies",and"privateissues".Thesedimensionsindicatethattouristexperiencesarenotonlybasedondestinationattributesandtouristrelatedactivities,butarealsofoundedonmoreprofounddimension,whichcanbelinkedtoquality‐of‐life(Björk,2014).

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Theviewofmasstouristsonsustainabilityvalueatdestinations

AnnaSörensson

SustainabletourismhasbeenontheagendasincethepublicationoftheBrundtlandCommissionReportin1987.Theconceptofsustainabletourismfocusesontourismfromeconomic,socialandenvironmentalaspects.Theobjectiveofthisresearchpaperistoexaminetheperformanceoftwomasstourismdestinationswithregardtosustainability.Itanalyzeswhichsustainabilityfactorsthatareconsideredmostimportanttotouristsvisitingthosemasstourismdestinations.Moreover,acomparisonbetweentheopinionsofthenationaltouristswiththeonesoftheinternationaltouristsaswellasthedatacollectedfromthetwodestinations.AquantitativequestionnairewashandedouttotouristsatanumberoftouristofficesinRimini,Italy,andontheislandofRhodes,Greece.Thequestionnairecontainedscalesmeasuringthetourists’satisfactionwiththedestinationandtheirhotelsfromasustainabilitypointofview.Thetouristsalsogradedthelevelofimportancetothosefactors.Themainconclusionofthepaperisthatthereisadifferencebetweenthetourists’viewonsustainabilityvalueatthetwomasstourismdestinations.

Thevalueoftouristexperiences:Rediscoveringtheselfindynamic

spaces

CarolaMay,Dr.

Forcontemporaryindividualsoutdooractivitiessuchassailingtripsormountainhikingdonotonlyrepresenttheattempttorediscovertheirownselvesbyself‐dynamictime‐spacepatterns,buttoregainagenuineanddirectlyperceivedreality.Againstthebackgroundofpostmodernitywithitsmultioptionality,indeterminationandpredictability,itslackofprofundityandtheall‐encompassingacceleration(Hassan1987),thoseoutdooractivitieswiththeirquestsforactionintensity,directchallenge,decisivenessandauthenticityexpresstosomeextenttheantithesesofthewidelystreamlined,disenchantedandcarefullysecuredroutineofpostmodernlife.

Fromaconstructivistperspective,rediscoveringtheself‐dynamicspacesanditsphysically‐sensitiveadoptionthroughoutdooractivitiescanbeinterpretedaspostmodernstrategiesfortemporarilyescapingstructuralmainstreamsociety.Adoptingapraxeologicalapproach(Reckwitz2003;Bourdieu1979),thearticlehighlightsthequestion,inwhichwaythesesocio‐culturalpracticesarereattachedtotheirspatio‐temporalcontextsandhowtheyarematerializedandreproducedbeyondspatio‐temporalboundaries.

Asanoutersocietalfactor,the"outdoors"withitsinherentlawsfunctionasarealitywhichforcestheindividualtoactimmediately.Unlikethehypercomplexlivingconditionsofpostmodernlife,natureandbodymutatetotangiblevanishingpointsofmeaningfulness(Bette2004,43.)Usingtheexampleofaculturalstudybasedonqualitativeinterviewsandobservationaldatacollectionamongnauticaltourists(May

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2012),thispaperarguesindetailthatdealingwithnaturalforces,managingimmediatesituationsandexploringone'sowncapabilitiesandlimitsarethemajordrivingforcesofintrinsicoutdooractivities.Fortheactingsubject,thoseextraordinarysituationsofferintensestimuli,thatclaimallsensesofhis/herphysicalbodyinrealtimeentanglinghim/herinapotentiallydramaticeventwhilebeingthrownbackonhis/herowncapabilities(Schleske1977,26).

Skill‐basedoutdooractivitiessuchastheexemplarysailingtripstreadthenarrowlinebetweenadventureandrisk(Schleske1977,40;cf.Goffmann1991).Beingabletodecodespaceanditsuniquequalitiesisamajorconditionforacting(Tuan2008).Despitetheattractivenessofovercomingtherisk,itdoesnotreplacetheactualintrinsicpurposeoftheactivity(LeBreton1995,113).Here,theinnerandouternatureofsailingortraditionalhikingisnotregardedasanopponent.Instead,aplayfulandharmonictogethernessbetweenalltheparticipatingelementsofspaceandactionistobeachieved.

Whileindividualaspirationsandfactorsofindividuationcanbecompensatedanddevelopedtemporarilyinthecorrespondingleisureandtourismspaces,performativeskill‐basedtourismactivitiesservetostabilisetheidentityofpostmodernsubjects(Elisa/Dunning1970).Findingpersonalaffirmation,maturityandintenseactionabilityintheframeofoutdooractivities,thatdemandacertaingradeofknowledge,enduranceandpracticemightservetoobscuretheirabsenceineverydayworkinglife.Theactingsubjectseekstotestitspersonallimitsoutsideitsstructuralembeddedness.Rhythm,typeandspeedofoutdooractivitieslikesailingorhikingarenotdirectedbyexternalsocio‐economicfactors,butbytheperformingindividualinrelationtoitsowncapacitiesandtheself‐dynamicspatialelements.Outdooractivitiescanthereforenotonlybeseenas"islandsofdeceleration"(Entschleunigungsinseln)inthesenseofRosa(2008),indicatingsocialnichesthathavepartlybeenleftoutoftheaccelerationandrationalisingprocessesofmodernization.Thankstotheircompensatoryside,theymoreoverstabilisethestructuralsideofcontemporarysociety(cf.Wöhler2011,Rosa2008).

Theseantistructural,intrinsicandcompensativeaspectsneedtobeconsideredforanyoutdooractivitiesthataresubjectforbeingplacedonthemarket:achallengingexperiencecannotberationallyevaluated,beplannedand,thus,cannotbemarketedassuch.Infact,thisexperienceratheroccurswithinautotelicactivities,whicharecarriedoutfortheirownsake(Csikszentmihalyi2000).Surely,withinthescopeofmarketingandtouristificationstrategies,sailinggrounds,forinstance,canbecustomizedtomeettheclientsneed;theycanbeopenedtoawiderrangeofinterestedgroupsorcouldbeorganisedassafeaspossible.Buttheyshoulddeliberatelyallowsomeleewayforimprovisation,creativity,intensephysicalbodyexperienceandsurprises.Itistheseattributesthatconstitutethespecialvalueoftouristexperiencesandleadtointenseself‐awarenessand"unforgettable"moments.

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Theeffectofnormativeface‐to‐facefeedbackoncustomers´processenjoymentandtheirsatisfactionwiththeoutcomeMayIreneFurenes

Theaimofthis(planned)researchistoanalyzetheeffectofsocialfeedbackinconsumersparticipationinself‐productionofarestaurantmeal,andtheinfluenceoncustomersatisfactionwiththeprocess,andtheirwillingnesstopay(WTP).Earlierstudieshasshownthatthekeydriverofconsumersvalueiscustomersopportunitytoexpresstheiruniquenessandindividuality(FrankeandSchreier2008)throughenablingthemtoself‐production(TroyeandSupphellen2012),orself‐design(DahlandMoreau2007,MoreauandHerd2010).Itisrecognizedthatsocialinfluencehasanimportanceinthecontextofself‐designableproducts(Franke,Keinzetal.2008,Moreau,Bonneyetal.2011),butlittleisknownabouttheconsequencesofincorporatingsocialinteractionintotheself‐productionprocess(FrankeandSchreier2010,Hildebrand,Häubletal.2013).Wethereforeneedtogainmoreknowledgeaboutthesemechanismssotheindustrycanmanagetodesigneffectivesocialsystemsthatincreasestheoutcomeforbothpartiesinvolvedintheco‐creationprocess.Thisstudywillcontributetoexistingtheorybyexamineoftheeffectofsocialfeedbackintotheself‐productionprocessofarestaurantmeal.

Drawingonatheoreticalframeworkincorporatingideasfrombehavioraldecisionmakingliterature(KahnemanandTversky2000),includingtheassociativeandpropositionaltheoreticalmodel(GawronskiandBodenhausen,2006)incustomersprocessesevaluationofsatisfactionandtheirWTP,thisstudyextendsrelatedresearchintheco‐creationfield.However,recentresearchhasshownthatpeopletendtostriveforsocialattractivenormsinordertomanagetheirimpressiononothers(MoreauandHerd2010).Inthisstudywehypothesizethatnormativefeedbackfromothersinself‐productionresultsinassimilationofself‐productiontowardsthesocialfeedback.Furthermore,wehypothesizethattheassimilationofself‐productiontowardsthesocialfeedbackismoderatedoftheconsumersself‐efficacyandself‐relevance.Apreviousstudy(Hildebrand,Häubletal.2013)hasfoundthatpeopletendtoavoidtheuncertaintyassociatedwiththeambiguity,andthisinfluencesnegativelyontheirsatisfactionwiththeprocessandtheirWTP.Therefore,itisofinteresttostudyhowassimilationofself‐productiontowardsnormativesocialfeedbackinfluencesthesatisfactionwiththeprocessandWTP.

Inordertotestthesehypotheses,thisresearchwillconductafieldstudyinarestaurantwherethecustomersareactivelyinvolvedintheassemblyprocess,followedbyascenariobasedexperimentaldesign.Inthisstudy,theparticipantswillcreatetheirownself‐producedmealfromavarietyofproductchoices.Thentheywillreceivefeedbackfromthecommunityontheirinitialself‐production,andultimatelyselecttheirfinalself‐productafterreceivingthefeedback.Inaddition,thesefindingswillbeanalyzedwithacontrolsamplereceivingnosocialfeedbackbothoninitialandfinalself‐production.Thisstudyisexpectedtoidentifytherelationshipbetweentheinfluenceofsocialfeedbackoncustomersassimilationprocessandtheeffectontheirsatisfactionandwillingnesstopayforaself‐producedrestaurantmeal.

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ValuesInBusinessII

Thevalueofstakeholdersintourismproductdevelopment:InsightsfromLapland José‐CarlosGarcía‐Rosell,JennyJanhunen

Tourismstrategiesandpoliciesarefrequentlycallingforthedevelopmentofnew,competitiveandevenmoresustainabletourismproducts.Whilethesignificanceoftourismproductdevelopment(TPD)israrelydeniedamongscholarsandpractitioners(Cooper1999;Shani,Shani&Sena2003),theprocessofdevelopingtourismproductshasnotbeenstudiedextensively(seeSigala&Chalkiti2007).TherehasbeenaprevailingtendencytoexamineTPDasaninternalbusinessprocessdonewithinlargetourismorganizations(e.g.Gustafsson,Ekdahl&Edvardsson1999;Hassanien&Eid2006).Asaresult,TPDisillustratedasawell‐structuredandrationalprocessthatistotakeplacewithinastableandcontrollableenvironment.However,ithasbecomeevidentthatthiswayofunderstandingTPDfacescertainlimitationswhenapplytoasmallbusinesscontextcharacterizedbycomplexanddynamicstakeholderrelationships.

Tofillthisgap,thisstudyaimstoexamineTPDasanexternalprocessembeddedinawebofmulti‐stakeholderrelationships.Tothatend,thestudydrawstheoreticallyontherelationalperspectiveonstakeholdertheory(Buchholz&Rosenthal2004,2005)andorganizationalimprovisation(Kamoche&Cunha2001;Moorman&Miner1998).Accordingtothesetheoreticalperspectives,wearguethatTPDcanalsobeviewedasaflexibleanduncertainprocessconstitutedbymultiplestakeholderrelationships.ByrelyingonempiricaldatacollectedfromthreesmalltourismcompaniessituatedinSwedishandFinnishLapland,thestudytakeupthetasktoillustratetheroleofmulti‐stakeholderdynamicsintriggeringandcontinuouslysupportingsuccessfulproductdevelopmentprocesses.Theempiricaldataofthisstudyconsistofthreein‐depthinterviews,participantobservationanddocumentarymaterial.ThestudywasconductedbetweenNovember2013andMay2014.

ThepreliminaryfindingsofthestudysuggestthatsmalltourismentrepreneursplayanimportantroleinnurturingtheprocessofTPDbyskillfullymanagingmulti‐stakeholderrelationshipsandothercontextualfactors.Indeed,thestudyshowsthatstakeholderssuchasbusinesspartners,municipality,themediaandthelocalcommunityassumeacrucialroleintheTPDprocessandinsomecaseswithoutevenknowingit.Ontheotherhand,twocontextualfactors,timeandplace,seemtoplayakeyroleindeterminingthedegreeofsignificanceofcertainstakeholderrelationshipsoverothers.Hence,TPDprocessisdeterminedbythetimewelivein,andaccordingtotheentrepreneursinterviewed,placeoftenplaysakeyroleindeterminingwhatcanbedonewithinaparticularTPDprocess.

ThisstudycontributestoTPDtheoryintwoways.First,byapproachingTPDasanexternalprocess,weargueagainstTPDasalinearrationalprocessthatviewsstakeholdersasknowledgeproviders.Asthefindingsshow,stakeholderrelationships

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playanimportantroleinstimulatingaspontaneousTPDprocessthatmayleadfirmsintounforeseenresults.Second,thestudysuggeststhatthesuccessofTPDreliesontheabilitytodevelopmentanenvironmentofteamworkandtrustthatpromotesanopenandexperimentalculture.

CANCELLED:Tourismentrepreneurshipinchangingclimate‐attitudes

andenterprisevaluesinadaptationtoclimatechange

KaarinaTervo‐Kankare

Climatechangepresentsasignificantstressobjectfornature‐basedtourismandcallsforbothadaptivecapacityandmitigationactivitiesinthesector.Whilethesectorconsistsofseveralstakeholdersbeingaffectedbythechangingclimate,theroleoftheoperatorsintourism,namelythetourismbusinesses,isemphasizedinrelationtobothconcepts.

However,thelevelofactioninthesectorhasremainedlow,despitethegrowingawarenessandunderstandingaboutthecausesandconsequencesofthephenomenon.Severalstudiesonclimatechangeriskperceptionsingeneral(e.g.Leiserowitz2006)andclimatechangeawarenessamongtourismstakeholders(e.g.Becken2005;Hall2006;Saarinen&Tervo2006;Hambiraetal.2013;Hübner2014)haveindicatedthatknowledgeandawarenessaboutclimatechangedoesnotnecessarilyleadtoaction:Awarenessaboutclimatechangeanditspotentialrisksmaybeonahighlevel,butthestakeholdersshownosignsofproactiveaction(inrelationtoadaptationormitigation).

Onereasonfortheinactivityofstakeholdersmayberelatedtovalues.AccordingtoLeiserowitz(2006),valuesareconsideredtoholdanimportantroleaspsychologicalstimulusforthedevelopmentofriskperceptionsandbehavioralintentions.Therefore,anapproachthatfocusesonthetourismstakeholders'valuesthataffectdecision‐makingmaybringinterestingnewinsightstothetourismandclimatechangeresearch,andsupporttheindustryinadaptationandmitigationprocesses.

Thispaperpresentsthefindingsofanexploratorystudythatexaminesthevaluesandattitudesofnature‐basedtourismentrepreneursinrelationstoadaptationtoclimatechange.Itutilizesdatafromthematicinterviewsandsurveysrealizedamongnature‐basedtourismentrepreneursinFinlandandinBotswana.Theaimofthesestudies,realizedbetween2005and2010wastoexamineentrepreneurs'attitudestoclimatechangeandclimatechangeadaptationandtoassesswhatkindofresponsesandreactionstheentrepreneurshave.Moreover,thestudyassessedtheirthoughtsandneedsconcerningcooperationandsupportfromexternalactors.Valuesassuchwerenotthemainfocusoftheoriginalstudy,butaddaninterestingpointofviewtotheinterpretationoftheresults.

Analysisofthedatarevealsissuesabouttheviewsonentrepreneurshipingeneral,ontheindependenceandindividualityoftheenterprises(thatmostlyconsistofSMEs);ontheroleandresponsibilitiesofdifferentstakeholdersintheprocessesofadaptation;andontheattitudestowardsinnovationsandactionsinchangingclimate.Theseissuesseemtoaffectdecision‐makingintheenterprises,buttheirimportanceaspredictorsofactionand

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behavioralintentionsneedstobestudiedmorethoroughly.Additionally,moreinformationisrequiredabouttheroleofthesurroundingsocialenvironmentasaco‐creatorofthesekindsofvalues.Nonetheless,theresearchonawareness,perceptionsandvaluesinthecontextofclimatechangeadaptationaddsnewknowledgetothisfieldofresearch.Understandingtheentrepreneurs'attitudesandactionsinchangingclimatemaybecrucialforthefuturedevelopmentofthewholesector.

OutputgrowthandpricesofestablishmentsintheSwedishhotel

industry

MartinFalk,EvaHagsten

Theempiricalanalysisofoutputgrowthandperformanceofhotelsisaclassicalfieldintourismresearch.Typically,thehotelindustryinhighincomecountriesischaracterisedbyamaturemarketwithahighdegreeofcompetitionandconcentration,anddecliningentryrates(Kalnins,2006).Swedenisaninterestingcountrycasefortheanalysisofthegrowthofhotels.With29millionovernightstaysinhotelsin2012,itisasmallplayerintotalovernightstaysinEurope.However,growthofovernightstaysinhotelsbetween2000‐2012ishigherinSwedenthanthoseinotherWesternEuropeandestinations(SE:2.5comparedto1.2percent).

Theliteratureshowsthatthegrowthofhotelsandrelatedestablishmentsdependsoninitialsize,ageandlocationalcharacteristics(Alonso‐Almeida,2013forSpanishtravelagencies,hotels,andruralaccommodations,Audretschetal.,2004forDutchtourismenterprises;Marco,2012for3,600Spanishhotels).Whileageandsizearekeydeterminantsoflong‐termfirmgrowth,littleisknownabouttheroleofpricesforgrowth.Knowledgeoftherelationshipbetweenpricesandfirmgrowthisinterestingsincehighpricesgenerallysignalhigh‐qualityproductsandservices.

ThispapercontributestotheliteraturebyprovidingfirstempiricalevidenceonthedeterminantsofoutputgrowthandpricesintheSwedishhotelindustryattheestablishmentlevel.Specialfocusisputontherelationshipbetweenhotelpricesandgrowth.Theempiricalmodelaccountsforpotentialendogeneityofoutputpricesthroughtheestimationofthetwo‐stageleastabsolutedeviationmodel(2SLAD)withthenumberofcompetitorsingivenmunicipalityasinstrument.Inordertoallowforheterogeneityoftheeffectsbetweenlowandhighgrowthestablishments,weusebothquantileregressionandInstrumentalvariablequantileregressionmethods.Thismakesitpossibletoexaminethewholedistributionofestablishmentgrowththroughhotelswithrisingovernightstays,moderategrowthofovernightstaysandfallinggrowth.Thispaperalsocontributestothedeterminantsofpricesinthehotelindustry.Recentstudiesshowthatage,size,location,geographicalconcentrationandshareofforeigntravellersplayasignificantroleinhotelprices(Becerra,Santaló&Silva,2013).

Empiricalresultsbasedonthe2SLADshowthatthegrowthrateofovernightstaysissignificantlyhigherforhighendhotelsthanthatofaccommodationestablishmentsinlowerpricesegments.Specifically,a10percenthigherhotelpriceleadstoa0.13

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percentagepointshigheroutputgrowthrateinthenextfiveyears,UsingquantileIVestimates,wefindthattheimpactofpricesongrowthincreaseswhenmovingthelowertothehigherquantiles.Inaddition,cityhotelsshowahighergrowthofovernightstaysascomparedwithothertypeswhichisconsistentwiththeworldwideriseofurbantourism.Growthisalsohigherforyoungerandsmallerfirms.Evidencebasedonthepriceregressionshowsthathotelpricesdecreasewiththenumberofcompetitorsinthesamemunicipalityuponathresholdof12establishmentsandarehigherforhotelslocatedinthecapitalcityandforlargerhotels.

Pilottesting/testingasmethodsininnovationprocesses

DortheEide,ElisabetLjunggren

Innovationsareimportantformostfirms,howeverwhenworkingwithintheexperienceeconomyinnovationsitbecomesincreasinglyvitalsincecustomersoftenseeksomethingnewandextraordinary,andcompetitionisoftenglobalandhard.Howtoworkwithinnovationsinsmartwaysinordertocreatevaluesarethereforecritical.AccordingtoDrucker(2007)pilottestingisimportantforlearningandqualityrelatedtoinnovations.Whilemanytourismfirmsaresmallandhavelimitedresourcestoworkwithinnovations,andoftentheyarelifestyleentrepreneurswithlimitedmanagementeducation.Theinnovationworkcansufferfromlowinvolvementofknowledgesources,systematicworkandtesting.OtherindustrieslikeICT,petroleumandhealthsectorshavetraditionsofdoingpilottestingaspartofinnovationprocesses.Asfarasweknow,therehavenotbeendonestudiesofpilottestingwithinthecontextofexperiencebasedtourism.Ourgeneralobservationsshowsthatpilottestingandothermoresystematictestingseemratherrareinsmallexperiencebasedtourismfirms,butitisnotabsent.Thereseemstobealargepracticalpotentialhere.Boththeoryandpracticehavemotivatedthisstudy.Weexplorehowcanpilottesting/testingbedoneandwhatarethemainpositiveandnegativeexperienceswithpilottesting/testingduringinnovationprocesses?

Weuseliteratureoninnovationprocesses(e.g.Fuglsang,2008;Sundbo,etal,2013;Hjallager,2010)whereinnovationsareseenaspracticebased,relationalandoftenincremental.Morespecificallyweuseliteratureonpilottesting(Edvardssonetal,2010;Valminen&Toivonen,2011;Sandenetal,2006)andcustomer‐involvedinnovations(Mannervik&Ramirez,2006;Helkkula&Holopainen,2011;Hoholm&Huse,2008;Edvardssonetal,2006;Sundbo&Toivonen,2011).

Qualitativecases(thinorthick)withinnature,cultureand/orfoodbasedexperiencesinNorwayarestudied,throughamixofsemi‐structuredinterviews(mostlywithmanagers),participatoryobservations,and/orwrittenmaterial.Dataisanalyzedwithinandthenacrosscases,usinganexplorativedesignandhermeneutic‐phenomenologicalapproach.

Preliminaryfindings:First,whenpilottesting/testingisdonevaries.Itismostusualtotestwhentryingoutthenewdesignseenasapilotorsoldasanewproduct;howeverthestudyshowsthatthereareimportantbenefitswithstartinginearlierphasesoftheinnovationprocesses.Idealmodelsoftestingduringinnovationsaredeveloped.Second,howthetestingisdonevaries,someusetoolsand/ordifferentmedias.Three,whoisinvolvedinthetestingalsovaries,somemainlyinvolvescustomers(endusers),others

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involvesmainlytouroperators/largeB2Bcustomers,mainlysuppliers,employeesorcooperators,someinvolvesamixture.Themoreinvolvementofdifferentactortypes,themoreopeninnovations.Four,themainbenefitsoftestingareincreasedknowledgeandlearning;increasedinvolvement;increasedconcretizing,systemizingandquality;increasedrelevanceofinnovation(includingmarketorientation)andpreventionofbadinnovations.Five,challengesandpotentialnegativeeffectsarepresented.

Mainfindingsarediscussedinrelationtotheliterature,showinghowwecontributewithnewtheoreticalknowledgeaboutinnovationprocesseswithinexperiencedbasedtourism.

Valuecreationofnetworksandnetworkingforsmallenterprisesand

destinationdevelopment

IreneCeciliaBernhard,KerstinMarianneGrundén

Literaturerecognizesthatnetworksandnetworkingarevitalforfirmperformanceandenterprisesofallsizesarejoininginternationalnetworks(Lechner&Dowling,2003;Bernhard&Karlsson,2014;Cesário&NoronhaVaz,2014;).Furtherresearchclaimsthatnetworkingisanimportantbusinessactivityforentrepreneurs,especiallyimportantforsmallbusinessesduringstart‐up,whichcanthencontributetothegrowthofthebusinessandsuperiorperformance.Theemerginginformationsocietychallengesrelationsnotonlybetweenpublicagenciessuchasmunicipalitiesandcitizensbutalsosmallenterprisesinmanyways.Earlierresearchalsoclaimsthatentrepreneurshipisakeyissueindestinationdevelopment.

Thisstudyaimstodescribeandanalyzethevaluecreationofnetworksforsmallenterprisesanddestinationdevelopment.Theenterprisesarelocatedintwomunicipalitiesinaregionundergoingstructuralchange,duetotheclosureofabigcarplant.Wewillfocusonthevaluecreationofdifferentformsofnetworksandnetworkingsuchasface‐to‐faceanddigital‐basednetworks.Furtherwefocusonvaluecreationrelatedtodifferentactorswithinthenetworks,suchastheroleofentrepreneurs,municipalities,customersandsub‐contractors.Theoriesonentrepreneurship,e‐government,socialmediaandnetworkareimportantforourstudy.

Theresearchmethodisbasedoncasestudymethodologywithuseofqualitativein‐depthinterviews,observationsanddocumentstudies.Twelveinterviewswereconductedwithmanagersfromtensmallenterprises(definedasmicroenterprisesaccordingtoEuropeanCommission(Ekonomifakta,2014).Wecontactedthepublicmanagersatthebusinessofficesineachmunicipalityandtheyselectedalistofcompaniesinvolvedindestinationdevelopmentwithintheirmunicipality.Twoofthetenenterpriseswerechosenfromthelistmadebythemanagers.Theremainingeightwereselectedfromthelistofmembersofthetourismcompany'swebsite.Thetourismcompanyispartlyownedbythetwomunicipalitiesandmanagedbyanon‐profitassociationfortourismdevelopment.Eachinterviewtookaboutanhourandwasrecordedbeforetranscribing.Allinterviewswereconductedinautumn2013andweremadetogetherbytheauthors.Theanalysiswasmadebyqualitativecontentanalysisanddoneintwosteps;firstseparatelybyeach

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author,afterwhichtheanalysiswasdiscussedtogether.Thiswasdoneinordertoincreasethevalidityoftheanalysis.Regardingsomeissuesrespondentshavereceivedfollow‐upquestionsinordertogetfurtherunderstanding.

Themainfindingsindicatedthatnetworksandmunicipalsupportwereimportantforthesmallenterprises.Themunicipalitiescouldforexamplesupportnetworkbuildingfordestinationdevelopment.Theuseoflocale‐governmentwashithertolimitedtoe‐servicesforpublicprocurement.Therespondentsdidnotaskformoremunicipale‐services,butthatcouldbeaconsequenceoftheirlimitedexperienceofthepotentialoflocale‐government.

Therespondentsstressedtheimportanceofface‐to‐facecontactsforestablishingandmaintainingtheirnetworks.Theuseofsocialmediaamongtheenterpriseswaslimitedduetolackoftime,competenceandmotivationformostoftheenterprises,althoughthepotentialofsocialmediaformarketingwasseenasextensive.Afewoftherespondentsontheotherhandwereveryskilledintheiruseofsocialmedia,asaconsequenceoftheirprofessionalknowledgeandbusinessorientation.Strategicchoicesofnetworksandrelevantcompetencetohandlesocialcontacts(bothface‐to‐faceanddigitally)contributedtothevaluecreation.

Thisresearchprovidesinsightintoanddeeperunderstandingofsomeimportantaspectsthatcontributetovaluecreationforsmallenterprisesanddestinationdevelopment.Thecasestudiesarepartoftheresearchproject"MaritimeInlands‐past,presentandfuturestrengths"(Marifus)financedbyInterregionalEuropeanUnionRegionalDevelopmentFund(InterregIVA).

Mealqualityasvalueaddedtoeventandfestivalexperiences

KaiVictorHansen,ReidarJohanMykletun

ThispaperreportsresultsfromapilotstudyfocusingonthequalityofthefoodandmealsatafeweventsandfestivalsinNorway.Noteworthy,thenewspaperjournalistscommentingeventqualityalmostneverfocusonmealsandfoodquality(exceptfordedicatedfoodfestivals),whilewaitinglinesforbeersalesmaybementioned.Alsostudiesonfestivalgoers'experiencesusuallyomitthistopic,whiletopicslikethecorefestivalprogram,socialinteraction,weatherconditions,accessibility,andcrowdingarereportedassignificantcomponentsoftheireventexperiences(e.g.Cole&Chancellor,2009;Getz,2012).However,weargueherethataqualitymealexperiencemayaddvaluetotheexperienceandsatisfactionofthefestivalgoers.Theresearchquestionaddresshowqualitymealexperiencesmaybefacilitatedatfestivalsandevents,leaningontheFiveMealAspectModel(Gustafsson,Öström,Johansson,&Mossberg,2007)

Foodsuppliesofferstothefestivalgoersatthreeeventswereinvestigated.The"menus"fromthedifferentfoodsupplierswerecollectedandthenanalysedusingcontentanalysis.Thedatacollectionwassuppliedbyobservationsofsalesandeatingareas,andwithinterviewswithorganisersandfestivalgoers.Notesweretakenandanalysedforcontent.

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Thefoodoffersvariedacrossevents.Exceptfromthefoodfestival,itwasbyandlargehand‐held"dishes"withhighcaloriecontentandotherwiselimitedvalueashumannutrition.Most"dishes"weregreasyandnoteasytoconsumewithoutdrippingdressingetc.onclothsortheground.Consumingthese"dishes"wasbyfaranaestheticendeavourastheyweretoohighandmadethecheek,lipsandnosepickingupdressingorotherjuicesfromthefood.The"dishes"weregenerallyservedinpaperorplasticwrappingwithdrinksinpaperorplasticcupsorglasses.TheabovealsoappliedtoalargeextenttothefoodservedforathletesinsporteventsandeveninVIP‐areas.

Themealsofferedbytheeventsectoropensforcreativeentrepreneurialefforts,combininginterestsofnutrition,aesthetics,andwrappingindevelopmentofnew"dishes".Increasedattentiontotheseissuesshouldcontributetomorehealthyandenjoyablemealsandmakingitmoreenvironmentallyfriendly,thusincreasingthesustainabilityofthestreet‐foodproductioninparticular,reducingfoodwaste,andtheeventsectoringeneral.Moreover,newstreet‐foodateventsmightcontaminatetothestreet‐foodproducersingeneral.

SpecialTrack:PopculturalTourism

Broadeningtheexperiencescape/servicescapeconcepts:evidencefrom

popularculturedestinations

ChristineLundberg,KristinaLindström,MariaLexhagen

Theservicescapeisacentralconceptwithintheservicemarketingliteraturebasedonrationallyworkedoutpresentationsofanenvironment.Itisvitalincreatingtheserviceexperience,andcommunicatespowerfulmessagestotheconsumerabouttheexpectedqualityoftheexperience(e.g.Arnould,Price&Tierney,1998;Aubert‐Gamet,1997;Babin&Dardin,1996;Baker,1987;Baker,Grewal&Levt,1992;Bitner,1990;1992;Booms&Bitner,1982;Donovan&Rossiter,1982;Mehrabian&Russell,1974;Tilly,1994).Yet,thebrandingandmarketingofplaceshidesthedifferentvalueconstructionsbehindsuchcommercialactivities.Furthermore,muchoftheservicescaperesearchhasbeenveryconceptual,focusingononlyoneofthephysicalelementsofthephysicalenvironment(CountrymanandJang,2006).Oneoftheobjectivesofthisresearchistoattempttofillthatgapbycategorisingallaspectsoftheservicescapebasedondatafrompopularculturedestinationsandanelaboratedmodelofanalysisforservicescapeelements.Morespecifically,theaimofthepaperistoelaboratethenotionofservicescapestowardsamoreholisticunderstandingandapplicationoftheconcept.Thefactthatthetourismexperienceinvolvescomplexinteractionswiththephysicalandculturallandscapesofthetouristdestination,leadingtocomplexpositiveandnegativeimpactsinthelocalcommunities,evidentlyloopingbackaffectingtheconsumerexperience,impliesanextensionoftheconceptofservicescape.Inthismorecomplexcontextoftourismconsumption,Mossberg(2007)hassuggestedthattheservicescapeconceptshouldbe

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substitutedwiththebroaderexperiencescapeconceptstobetterreflectthatintourism,theserviceproductisnotlimitedtoonecompanyandserviceenvironmentbutratheracombinationofserviceprovidersatadestinationorexperienceenvironment.Wearguethatthespatialdimensionsoftheconceptneedtobeevenfurtherdevelopedtoincorporatethegeographiesoftourism.Theprimarydataincludedinthestudyfurthersupportsthisclaim.

Atotalof278photosand20videoclipscapturedatfourpopularculturetourismdestinationswereincludedinthesample.Thefourdestinations,allrelatedtothepopularculturephenomenontheTwilightSaga,arelocatedinUSA(Forks,LaPushandPortAngeles),BritishColumbia,Canada,andItaly(VolterraandMontepulciano).NVivo9wasemployedfortheanalysisofdataintwostages.Thefirststagewastoanalysesecondarydata(literature)todevelopamodelforanalysisofprimarydata(stagetwo).Theanalysisapproachcanbedescribedasanapriorianalysisbasedonamodelgeneratedfrompreviousresearchwithinservicescapeandexperiencescape.However,theresearchdesignalsoincludedaposthocanalysisallowingfornewnodes/(sub)categoriestobedeveloped,whenapplicable,fromempiricaldata.Findingsshowthatevidencefromthepopularculturetourismdestinationssupportspreviousresearchasregardselementsoftheservicescapeandexperiencescapeconcepts.Inadditiontothis,twonewempiricallygeneratedsubcategoriesweredevelopedclearlyrelatedtothegeographiesoftourism.Alas,supportforamoreholisticapproachtotheservicescapeandexperiencescapeconceptswasfound.

Filmtourismcollaborations–acriticaldiscussionofstakeholdersin

Interregdestinationdevelopmentprojects

LenaEskilsson,MariaMånsson

Film,filmproductsandfollowingfilmtourismareallexamplesofcultureaswellasbeingphenomenarelatedtoculture.Theyarealsoincreasinglyconnectedtoregionaleconomicgrowth.Eventhoughtherearedifficultiesinevaluatingfilmtourismprojectsthereis'hype'amongstdestinationdeveloperstosearchforlocalfilmproductstoexploitfortouristicpurposesinordertocreategrowthatthedestination.Manydifferentstakeholdersneedtocollaborateinthemakingoffilmandothermediaproductsaswellasindevelopingthedestination.Heitman(2010)consideredthefollowingpartnersascrucialfordestinationdevelopmentfocusingonfilmtourism;thedestinationmanagementorganisation,tourismbusinesses,filmindustry,touristsandcommunity.WhatHeitmanismissingarefilmcommissionswhicharebecomingmoreandmoreinvolvedintheprocessofdevelopingfilmtourism.Thenumberoffilmcommissionshasgrownrapidlyinthelasttwodecades(seeMånssonandEskilsson,2013).

Filmcommissionsusedtohaveaproductionspecificfocus,mainlytryingtoattractfilmproductionsandneglectingtheeffectafilmproductioncouldhaveonaregioninamoretouristiccontext(Hudson2011).However,thathasnowchangedandbesidesafocusonimpactonjobscreated,growthinlocaltaxrevenue,newbusinessactivitiesand

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expenditurealongthewaywhilemakingthefilm,filmcommissionarenowactivelyinvolvedwithfilmtourismasitisseenashavingalongtermeconomicbenefit(cf.CynthiaandBeeton2009).Moreover,thegrowinginterestbyfilmcommissionsandotherstakeholdersareduetofilmbeingseenasafast‐growingcreativeindustrythatwillgeneraterevenueandgrowthtothelocaleconomies.

Filmtourismisknowninresearchandbypractitionersbuttheknowledgewhenitcomestodifferentstakeholders'actualworkwiththeseissuesislessestablished.Destinationdevelopmentisacomplexwork,characterisedbydifferentagendasandinterests.Theaimofthepaperistocriticallydiscussfilmtourismdevelopmentprojects,especiallycollaborationsbetweenfilmcommissionsandvarioustourismdestinationorganisations.InordertoexplorethisfieldwehavechosentoanalyseafilmtourismInterregproject,oneofseveralongoingEUfundedprojects.TheempiricalmaterialhasbeencollectedinliaisonwithaprojectcalledEuroScreenthathaseightparticipatingregionsfromalloverEurope.Thedifferentcollaboratingorganisationsrepresentfilmcommissions,regionaldevelopmentagencies,municipalitiesandLundUniversityasanacademicpartner.

Thisisongoingresearchsoatthisstagewehaveonlypreliminaryfindingstopresent.Oneofthemainfindingisthedifferentandoftenconflictingstarting‐pointsandagendasfromthedifferentstakeholdersintheseprojects.Areasonforthisisforexamplethediverseknowledgebasethatcausesaprolongedinitiationphase.Theideaofmeasurabilityisanothercomplicatingfactorsincethereaconflictingunderstandingofwhatispossibletomeasure.Thefinalconclusionthisfaristhequestionoftransferability;towhatextentcanonebestpractisebeduplicatedtoanotherplace.Thereisasearchforbestcasesthatcanbeusedasrolemodelsthattotallyneglectslocalcharacteristics.

BollywoodbytheBalticSea

SzilviaGyimothy

Thispaperstudiesthecharacterandimpactofpopularculturalplace‐makingintheØresundregion,withfocusonemergingAsianmarkets.HavingrecognisedthecommercialopportunityresidingincolourfulBollywood‐stylefilms,newcross‐sectoralandpublic‐privatealliancesareemerginginEuropeandestinations.SceniclocationsofSwissmountains,MediterraneanvillagesandScanianpasturesareincreasinglyfeaturedinIndiancinematicblockbusters(likeVeer‐Zaara,ZindagiNaMilegiDobaraand1920)andsubsequentlyplayacentralroleinshapingthecontemporaryOccidentalistimageryofEuropeantourismscapes.

ThispaperassessescommercialandpublicdiplomacyendeavourstoattractBollywoodproductions(andsubsequently,Indiantravelllers)totheØresundregion,byusingSheppard'sanalyticalframeworkofpositionality(i.e.relationalplace‐makingacross‘glocalised’alliancesandasymmetricrural‐urbaninteractions).Theaimistomapthecomplexstagingecologyofglobalizedexperienceeconomy,revealingmulti‐scalarandpathdependentrelationshipsamongfilmmakers,internationalfancommunitiesandregionaltourismproductionsystems(incomingbureaus,destinationmarketersanddevelopmentagencies).

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Throughethnographicfieldworkandqualitativeinterviews,contestedplacemeanings,intergroupconflicts(highlightingdifferentSwedishandDanishpriorities)andstrategicsolutionstopop‐cultureinducedtourismdevelopmentareaddressed.Thestudypaperwillinformterritorialvaluationmodelspertainingembarkingonapopular‐cultureinduceddevelopmenttrajectory.

SpecialTrack:Food‐placenexusI

Takingstockofthe‘Noma’‐effectfoodimagesandpreferencesat

Danishcoastaldestinations

AnetteTherkelsen

Countlesstourismdestinationsaremarketinglocationsonlocalfoodandmealexperiencestheseyears,believingthatthiswillincreasetheearningsoffoodproducersandtourismbusinessesalike.InaDanishcontext,awidespreadidea,furthermore,existsthatthegastronomicsuccessofthecountry,ledbythebestrestaurantintheworld(Noma),hasboostedtheDanishfood‐relatedimagetoanextentthatitisofbenefittothewholecountry.Thequestionis,however,whetherthe'Noma'‐effectextendsbeyondthecapitalintotheruralperiphery.HencecentraltothepresentstudyistoidentifywhatconstitutesthefoodimageandpreferencesoftouriststoDanishcoastaldestinations,andifanytrickle‐downeffectisdetectablefromthenational,upscaleculinaryimage.

Thestudyoffoodconsumptionintourismisstillatanearlystage,andwhenlookingattheexistingliterature,thewininganddiningoutexperienceisinfocusattheexpenseoftheself‐cateringaspectsoftourism‐relatedfoodconsumption.Furthermore,thenichemarketofgourmettourists,forwhomfoodandmealexperiencesarethereasontogo,havebeengivenresearchpriorityoverthevolumeofthemarketforwhomfoodandmealoffersconstitutebutoneamongseveralimportantholidayexperiences.Itisthevolumesegmentofself‐cateringtouriststhatisinfocushere.Theoreticalattentionis,furthermore,directedattheresearchthatconsiderstourism‐relatedfoodconsumptionasmulti‐faceted,carryingavarietyofmeaningsandprovidingdifferentexperiencesoftenduringthesameholiday.

Qualitativeinterviewswithbothforeignanddomesticmarketsfacilitateadiscussionoffoodimageryandpreferencesacrossabroadvarietyofconsumergroups.Morespecifically,Germanmaturecouplesandfamilieswithchildren,NorwegianmaturecouplesandDanishfamilieswithchildrenareinterviewedontheirvisitstocoastaldestinationsinDenmark.Therespondentscanbeidentifiedasself‐cateringtourists,thoughthisalsoincludesgoingoutformealsduringaholiday.

Preliminaryfindingssuggestthattheeffectoftheupscalenationalculinaryimageisatbestminimal.BothforeignanddomesticmarketsassociateDanishcoastaldestinationswithquitegenericfoodproductsofgoodquality,andtheexperiencegainedfromself‐

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cateringismainlyoneofsocialbondingandhealthyliving.Associationsinrelationtorestaurantmealsvary,inthatbothimagesoftraditional,ruralmealsandimagesoffastfoodmealsappearfromthedata,andtheexperiencegainedfromeatingoutisahedonisticexperiencetosomeandanexperienceofsocialbondingparticularlywithone'schildrentoothers.Inshort,sofarnotracesofaninnovativeculinaryimagearedetectableinthedata.Whatismore,itseemsoflimitedrelevancetoself‐cateringtouristsinviewoftheother,non‐culinarymeaningsthattourism‐relatedfoodconsumptionpredominantlycarries.

Therelationshipsbetweenfoodandplace

PaulEdwardCleave

Theaimofthispaperistodemonstratethevalues,significance,andexperienceoflocalfoodandplace,inthecontextoftourism.Utilisinghistoricaldataanddocumentarysourcematerials,itaspirestoshowhowanappreciationofearlierfoodinterestsinfluencesthoseofthepresent.Itsmethodologydrawsonempiricalandqualitativeresearch(includinginterviewswithproducersandconsumers/touristsanddocumentaryevidence‐photographs,diaries,andregionalguidebooks),itexamineshow,andwhyrelationshipswithfoodandplacehavedeveloped.These,itproposeschangeovertimedemonstratinganevolutioninfoodproductionandconsumption.Examplesfromthepastcenturywillbeemployedtodemonstratehow,throughtheerasoftourism'shistoryinitiativessuchastheBritishNationalMarkscheme,introducedinthe1920s,andcurrentinterestsinFoodTourism,SlowFood,andcelebrationsoffoodreflectprevailingculinaryplaceassociations,tastesandstyles.

ThispaperwillembraceacasestudyoftheSouthWestofEngland,aregionwhichhasestablishedacontemporaryfoodculture,butonethatwasbornoutofalongassociationbetweenfoodproduction,consumptionandplace.Itispromotedasafooddestination,reflectingcurrenttrendsintheconsumptionoflocalproduce.Ithastheadvantagethatitslandscapeandfoodproducingregionsaresynonymouswithitsvisitorattractions,forexample:FOOD&DRINKDEVONprovidesabrandwhichiseasytorecogniseandthereassuranceofqualitywhichrepresentsallthatisgoodaboutDevon.

However,thisbeliesalonger,deeperinterest,onerootedintheassociationsbetweenthehighqualityofthefoodproducedintheregionandhealth.Therelationshipbetweenfoodandplacehasmanyassociations,(forproducersandconsumers)ethical,environmental,green,andsustainable.Formanythefoodplacenexusrepresentstheconvergenceoftheculinaryandgastronomicexperience.Inaneraofcomplexfoodinterests,therelationshipbetweenfoodandplaceisapparent,termssuchas:ProtectedGeographicalIndication,PGI,ProtectedDesignatedOrigin,PDO,andTraditionalSpeciesGuaranteed,TSG,areanindicationofthesignificanceofplaceinthecontextofregionalandlocalfood.

Maintaining,andbuildingonthefoodproduction/culinaryheritageofaregion,isofbenefittotheresident,touristcommunities,andthoseinvolvedinfoodproduction,tourismandpolicymaking.Intermsofthefoodplacenexus,developmentsinfoodtourism(HallandSharples,2003,CroceandPerri,2010)andthepromotionoflocalfood,

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thesearchfornewculinaryexperiences,reflectanunderlyingquestfortheauthenticandtraditional(Goffman1959,MacCannell,1973,QuanandWang,2004).Changesinconsumertastesandaspirations,andeatingforpleasureandleisure(Mennell,1985,Spencer,2003,Burnett,2004)aredocumented,buttendnottoemphasisethecontextoffoodandplace.Localfoodandregionaldishesreflectthescopeoffoodandplace,today,placebaseddescriptionshavelargelyreplacedthehierarchy,andterminologyofclassicalhautecuisine.Forexample,foodisoftendescribedinrelationtoplace,production,differentiation,andtheoriginofingredients.Thisisevidentinmanyfoodoutlets,fromMichelinstarrestaurants,tostreetfoodandfoodfestivals.

Thesignificanceofplace,andtheoriginandintegrityoffoodanditshistory,representaculinarycontinuity,anddevelopment.Thefood/placenexusevokesmemoriesandassociationsofaculinaryandgastronomiclandscape.Thesearereinforcedthroughmarketing,promotionandconsumption.Theyarepartofrural,urbanandrurbanheritageandtradition,aculinarycooperationandco‐productionvaluedbyresidentandtouristcommunities.

Businessofculture:useoffoodandwalkingtourstoaddvaluesto

tourist’sexperience

ChristineLim,GladysLam,GiancintaSaw,ZhanghuiYe

AlthoughSingaporeisoneofthesmallestcountriesintheworld(landareaof716squarekms), ithasexperiencedconsiderablesuccess inattracting international tourists. Itwasrankedtheworld'sfourthmostvisitedcityinthe2013Mastercardsurveyofthetop20global destination cities.Its unique environment, among others, is characterized by itsheritage and cuisineswhich embracethe rich ethnicdiversity ofChinese,Malay, IndianandEurasianculture.Withincreasingdemandbyinternationalvisitorsformoreauthenticlocal experiences, food tours regarded as 'fusion' tourismproduct (of food,history andculture), can add value to tourist's experience in Singapore.Since food is related topeople's social and cultural background, food experience by tourists is associatedwithexperiencingthelocalculture.Theobjectivesoftheresearchareto:

examinethefactorsaffectingtheattractivenessofSingaporefoodtours. highlightasocialenterpriseinitiative(entitledSingaporeFootprints)bystudent

volunteerstosharehistoryandculturewithtouriststhroughwalkingtours.Atotalof173person‐administeredquestionnaireswereusedfordataanalysisinthefoodtours research. The survey was conducted using iPad tablets to boost the level ofparticipation as the interface of the devicewasmore aesthetically appealing and user‐friendly. Factor analysiswas performed to group the items into the underlying factorsusing the varimax orthogonal rotationmethod. All theitems with loadings of 0.5 (andhigher)wereretained.Thereliabilityandvaliditytestswereconducted,andCronbach'sAlphavaluesgreaterthan0.8andKaiser‐Meyer‐Olkinof0.71wereobtained.Additionally,the findings show that 3 components instead of 7 should be selected to examinetheAttractivenessofSingaporeFoodTours.Themainresultsinclude:

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Respondentswerefrom26differentcountries. 82%hadtriedlocalfoodand73%oftherespondentswereinSingaporefor

theirfirsttime. 81%oftherespondentshadnotheardofSingaporefoodtours.Almostall

hadnotjoinedafoodtourinSingapore. Tourist'sPerceptionofSingaporeFood,ExpectedTourExperienceand

PerceivedValueofTourweresignificantpositivepredictorsoftheAttractivenessofSingaporeFoodTours.

Foodhasbeen identifiedasaneffective tool inpromotingandpositioningdestinations.Ourfindingsshowthatfoodtouroperatorsshould:

continuetoimproveontheirmarketingchannelsespeciallysincethemajorityoftherespondentshadlittleornopriorknowledgeofSingaporefoodtours.

lookintothepricinganditineraryoftheirofferingstoprovideoptimalvaluetoenhancetourist'sexperience.

ArelatedtopictotheaboveresearchisSingaporeFootprintswhichprovidesfreeandexperientialwalkingtourstovisitorsduringtheweekends.Asocialenterpriseinitiativestartedbystudentsin2012,theprojecthasseenmorethan1,000participantsjoinedthetours.Sharingstoriesaboutplacestotheaudiences,thestudentguides(Walkaholics)takethemonascenictrektoviewsomemoderndevelopments,andtoventureoffthebeatentrackonaculturaltrailtoappreciatemixedethnicityinthemulti‐racialsocietyofSingapore.

ValueOfTourismForSustainableDevelopmentII.

SamplingmethodsinIcelandictouristdestinations

GydaThorhallsdottir,AnnaDoraSaethorsdottir,RögnvaldurÓlafsson

ThenumberofforeignvisitorstoIcelandhasincreasedgreatlyinthelastfewyears,or70%betweentheyears2010and2013.NeithertheIcelandicgovernmentnorthetourismindustrywaspreparedforsuchanextensiveincrease.Littlewasknownabouttouristperceptioninhighlyvisitednaturedestinations.

In2014theIcelandicTouristBoardgavetheUniversityofIcelandagranttostudytheexperienceandperceptionofvisitorsineighthighlyvisitedareasinSouth‐andWest‐Iceland.TheresearchareasareDjúpalónssandurontheSnæfellsnespeninsula,HraunfossarinWest‐Iceland,ÞingvellirNationalPark,Geysir,SeltúnontheReykjanespeninsula,Sólheimajökull,ÞórsmörkandJökulsárlóninSouth‐Iceland.Þingvellir,GeysirandJökulsárlónarethemostvisitedresearchareaswithover14.000visitorsperweekduringthehighseason.Theotherareashaveupto7.000visitorsperweekduringthe

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highseason.

Theresearchisdoneinthreeperiods,highseason(June‐August),shoulderseason(October)andwinterseason(January‐February).Questionnairesareusedtocollectinformationonvisitors´experienceandperceptionoftheareas.

Beforethefieldworktherequiredsamplingsizehadtobecalculated.Asthenumberofvisitorstotheresearchareaswasnotknown,anestimationusingothertypeofdatahadtobemade.InÞingvellir,GeysirandÞórsmörktherequiredsamplingsizewascalculatedfromrepliestoa2011questionnaireatKeflavíkAirportwhereoutgoingvisitorswereaskedwhichdestinationstheyhadvisited.FortheotherplacesthenumberofvisitorswasestimatedfromthenumberofvehiclespreviousyearsobtainedfromtheIcelandicRoadandCoastalAdministrationorRögnvaldurÓlafsson.Finallythenumberofvisitorswasextrapolatedtotheyear2014.

FollowingisacasestudyfromHraunfossarwheredatafromtheIcelandicRoadandCoastalAdministrationwasused.Duringthesamedatesastheresearchwasperformedin2014,1.380vehiclescametoHraunfossarin2013.UsingdatafromSkaftafellinVatnajökullNationalPark,theaveragenumberofpassengersineachvehiclewasassumedtobe3,8.Thismeansthat5.244visitedHraunfossarduringthisperiodin2013.TheincreasebetweenJulyandAugust2012and2013was12%.Assumingthesameincreasebetweentheyears2013and2014,5.873visitorswouldarriveinHraunfossarduringthe2014researchperiod(9thto14thJuly).Using95%confidenceleveland2%confidenceintervalasamplingsizeof1.704wouldthereforebeneeded.

Toobtaintheresponserateandtheratiobetweenthegroupsarrivinginprivatecarsversusbusses,vehicleswerecountedusingavehiclecounter.Tofindtheratiobetweenvisitorsarrivingbybusandprivatecars,busseswerehand‐countedaswellasthenumberofpassengersineachbus.Theaveragenumberofpassengersineachbuswasfoundtobe23.Fromotherresearchtheaveragenumberinprivatecarswasknowntobe2,5.Privatecarsturnedouttobe94%andbusses6%.Thismeansthat61%ofthevisitorsarrivedbyprivatecarand39%bybus.

InHraunfossaratotalof1.285replieswereobtained,65%fromprivatecarsand35%frombusses.Thetotalresponseratewascalculatedtobe24%,whichmeansaconfidenceintervalof2,38.Theresponserateinprivatecarswas26%and21%inbusses.Theweightofthegroupscanbeadjustedaccordingly.

BiospherereserveecotourisminLakeVänernArchipelagowithKinnekulle,Sweden FredrikHoppstadius,CeciliaMöller

Thispaperpresentsworkinprogresswithaplannedempiricalstudyfocusingonthesocietalquestionofhowtoachieverealsustainabledevelopment.ThestudyispartofaPhD‐projectinhumangeography.Biospherereservesaremeanttofunctionaslearningsitesforsustainabledevelopment.Thestudywilltakeplaceatabiospherereservebasedonfourbasicvaluesofborderlesscooperation,sustainablesocialdesign,knowledgeof

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thebiosphereandsuccessfulsustainableeconomicdevelopment.Thestudywillfocusonecotourismentrepreneursinthebiospherereserveandaimstoenhancetheunderstandingofplace‐specificprocessesinsustainabledevelopmentbyanalysingcollectiveobjectives,bottom‐upapproaches,motivationandinteractions.Howdotheecotourismentrepreneursworktowardsustainabledevelopment?Whateffectdoesthebiospherecontexthave?Whatcanlearningprocessesandentrepreneurshipinatourismsettingandabiospherecontexttellusaboutsustainabledevelopment?

Thestudywilltheoreticallyrelatetolearningprocessesandsustainableentrepreneurship.Itisimportanttounderstandanddiscusstheplacespecificprocessesofhowrealsustainabledevelopmentisachievedinordertoincreaseknowledgeinunderstandingoftheoreticalandpracticalapplicationsofsustainabledevelopment.Theimportanceofandadvocacyforlearninginbiospherereservestogetherwithecotourism'ssimultaneousproductionandconsumptionprovideagoodentrypointforanalysingsustainabledevelopment.Theecotourismentrepreneurssellaproductwhosequalityislinkedtotheirsustainabledevelopmentefforts.Thetouriststhatconsumethetourismproductarepresentatthelocality,andcanpartakeinthecoproductionofsustainabledevelopmenttogetherwiththeentrepreneursandthereceivingregion.Theconferencepresentationwilldiscussthemethodologyandlayoutofthestudythatistobeundertakenduringautumn2014.

TheUseoflocalknowledgetoimprovegeotourismplanning–acase

studyfromKatlaGeopark,Iceland

RannveigOlafsdottir

Theimportanceofintegratinglocalknowledgeintoregionaltourismplanningisrecognisedascriticalforsustainabletourismmanagement.Localknowledgereflectsthediverserangeofopinionsofparticularplacesinthecommunityaswellasdifferentvalues,emotionsandperceptionsofaplacethatareofvitalimportanceforsustainabilityofaplace,bothforthelocalcommunityandtourismdevelopment.ThisstudyattemptstoprovideaframeworktoimprovecommunityparticipationingeotourismplanningintheKatlaGeoparkinSouthernIcelandbyintegratingknowledgeatlocalaswellasexpertlevel.ThisintegrationisbeingachievedthroughtheusesofGeographicInformationSystems(GIS)throughaparticipatorymappingexercise(PAGIS).TheoverallaimistocompareandcontrasttheexercisesinordertoestablishtheusesofmapsandGISintourismdevelopmentandfuturetourismplanningofthegeopark.BuildingonthiscomparisonGISisfurtherbeingusedtoanalysethecausalrelationshipbetweenthediverseinterestsgroups.Anintegratedapproachtotourismplanninganddevelopmentisadvocatedtoensureamoreholisticuseofthegeoparkfortourismandproductdevelopmentinasustainablemanner.

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Becomingacreativedestination.Theoriesforpromotingandmakeuse

ofinnovation

EddyNehls

Thispaperisbothapresentationandaninvitation,toaconversationregardingtheprosandconsofmytheoreticalworkintheareaofTrollhättan/Vänersborg,topromotethebecomingofacreativetourismdestinationthatisbothprosperousandsustainable.Myresearchisabstractandtheoreticalbutthepurposeistogivepeopletoolstothinkwiththatcanbeusedinsocietytobuildacollectiveandbetterunderstandingofculture,whichinturncanbeusedtopromotecreativity,innovationandsustainability.InthispaperIaminvestigatingnewwaystothinkabouteconomicgrowthinthetourismindustrythatisbothinnovativeandsustainable,andatthesametimeengageawidespectrumoflocalresidentsanddifferentkindsofactorsandstakeholdersintheprocessofbecominganinterestingandattractivedestination.Thepurposeisthereforenottosayanythingaboutthepresentsituationortodiscussbestpractices,buttovaluedifferentpathstowardsanopenendedfutureandtoemphasizetheconceptsbecomingandcollectiveengagement.

TomeetthechallengesIamarguingthatanewunderstandingofknowledgeisneeded.Ifwewanttopromotebothcreativityandsustainableeconomicgrowthinthetourismindustryweneedtoolstohandlecomplexityandalsonewwaystounderstandandworkwithculture,whichisemphasizingchangeandmotionmore.BothsupportforthisandtoolstothinkwithIfindintheworkoftheFrenchphilosopherGillesDeleuzeandhisconceptofconversation.IalsouseBrunoLatourandtheActorNetworkTheory(ANT)asareferencepointandasinspiration,aswellasinsightsfromthepedagogicfieldofWorkIntegratedLearning(WIL).Deleuzehasresembledthinkingwiththrowingofadiceandthismeansthatthinkingmustbeunderstoodassomethingthatoccursinbetweenactors,withincontext.Healsoarguesthatchanceisafactorthatmustbetakenintoconsiderationeverywherebecausethefutureisanopenended,collectiveprocess.ThisiswhyIamcriticalabouttheconceptofbestpracticeandarguethatweneednewwaystothinkaboutdestinationdevelopment.Theoutcomeofaculturalprocesscanneverberegulatedbeforehandorindetail.Itisinthemiddle,inbetweenactors,thatknowledgeandalsoeconomicgrowthemerges.Whenthisunderstanding,thisfocusonthefuture,isimplementedinacontextitopensupfornewandinnovativewaystodevelopthelocaleconomyandthedestination.Innovationsandinnovativesolutionscannotpersebedescribedinadvance,onlydiscoveredinretrospect.Tomakeuseoftheresultofmyresearchtheskilltodetectandcatchtheopportunitiesthatariseinbetweenhastobebothdevelopedandspreadwidelyamongpeoplethatliveandworkintheareaandasmanydifferentkindsofactorsaspossiblehastobeengaged.

Mycontributionismainlytheoretical,butbecausetheoryisoftenforgottenortakenlighthearted,theresultisimportant.Whenweunderstandthataplaceoradestinationisneverfinished;thatitisinaconstantstateofbecoming,andwhenthisontologyiswidelyacceptedamongpeopleconnectedtothedestinationandtheepistemologyisimplementedinthework,thechancestofindnewandcreativewaystodeveloptheeconomyandthedestinationincreases.Theoryisneverjusttheory!

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Guidedtoursforsocio‐environmentalchange

MaríaJoséZapataCampos,PatrikZapata,MariaJylkkä

Infrastructuressuchaslandfills,sewageplants,anddistrictheatingplants,constitutethedarkandunknowncitythatveryfewcansee.InGoffman’sterms,suchinfrastructuresarepartofthebackregionofthecity:thoseplacesthatarehiddenfromthesightoftheresidentslivinginthe‘front’city,yettheyperformacriticalroleforasustainableurbandevelopment.Theinvisibilityandtaken‐for‐grantednessofwellfunctioninginfrastructure,andtheimpossibilityofoutsiderstoseeintothem,hasimplicationsforhowinfrastructureisimaginedandthoughtof;astheacknowledgementoftheconnectionbetweentheutilityuseranditsenvironmentalfootprint.Oneexceptionalwaytoforoutsiderssuchastourists,students,practitionersorresearcherstoenterthecitybackregionsisthroughguidedtoursthatallowaccesstoinfrastructuresthatareordinarilyclosedforvisitors.

Thispaperexaminesthepoliticsofguidedtourstoenvironmentalinfrastructures.Itisinformedbythecaseofguidedtoursprovidedtosecondaryschoolstudentstoinfrastructuressuchaswasteincinerators,landfills,recyclingstationsandbiogasplants,inseveralcitiesinSweden.Themaindataarevisualandtextualobservationsrecordedfromtheseguidedtours,andwithinterviewswithtourguides.Thepaperdiscusseshowguidedtoursarepromotedtogainandmaintainsociallegitimacyandusedtostrengthenthemythofinfrastructureassymbolsofmodernity,growthandprogress.Yetthetourscanalsobeusedtoreconnectandelucidatetheinfrastructure’suserswiththeirenvironmentalfootprintandthusleadtoachangeinvaluesandprocessesofsocio‐environmentalchange.

Normsandbehaviouralintentionsinthecontextofsustainabletourism

RouvenDoran,SveinLarsen

Previousresearchsuggeststhatnormscanhavepowerfuleffectsonthewillingnesstobehaveinanenvironmentallyfriendlymanner.Forexample,studieshaveshownthatdecisionstoengageinpro‐environmentalbehaviourstendtobeinfluencedbythepresenceofdescriptivenorms(i.e.,howotherpeoplebehave),subjectivesocialnorms(i.e.,howotherpeopleexpectmetobehave),and/orpersonalnorms(i.e.,howIexpectmyselftobehave).Thepresentresearchispartofalargerinvestigation,whichaimsatidentifyingindividualandsocialfactorsthatmayinfluencepeopleintheirdecisiontoengageinpro‐environmentalbehaviourswhiletravelling.Thisparticularpaperseekstoexploretherelativeimportanceofdifferenttypesofnormsinexplainingbehaviouralintentions,andreportsonastudyinvestigatingassociationsbetweenthesevariablesinthecontextofsustainabletourism.Someofthebehaviouraldomainsaddressedinthisstudyhavecleareconomicrelevanceforthedecision‐makerssuchaspayingmoreforatripifthishelpstoprotecttheenvironmentorpurchasingenvironmentallyfriendlytourismproductsalthoughthismightbemoreexpensive.Preliminaryfindingsarepresented,andimplicationsforfutureresearchanddestinationmanagementarenoted.

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ValuesOfTourismForSocietyAndCommunitiesI

Samiintourismareas:howtoadaptatraditionallifestyletoatourismlandscape ChristinaEvaEngström

TheSwedishmountainrangeishostingdiverselandinterestsandavarietyofeconomicactivities.TheScandinavianindigenouspeople‐theSami’s–usethemountainareafortheirreindeerherding.Othersutilizethemountainsandnatureforrecreationalandcommercialactivitiessuchastourism.Hence,thediversityoflanduse,representedintheareaareextensive.Duringthepastdecadestourisminparticularhasarisenasaprominenteconomicactivityinthemountainrange.LargescaletourismfacilitieshavebeenestablishedandespeciallythesouthernpartsofthemountainareahavebecomeoneofthemostvisitedtourismareasinSweden.Thisraisesquestionsonhowtourismaffectthelocalindigenouspeople‐theSami’s–andtheirtraditionalwayoflife.Howdotheyperceivetheinfluenceoflarge‐scaletourismintheirlandscapeandhowdotheyadjusttothis?

PreviousresearchhassuggestedthatthereisahighlydiversifiedapproachtowardstourismamongtheSami’s(e.g.Müller&Pettersson,2001;Müller&KuoljokHuuva,2009).Tourismhasbeenmentionedasdisturbingthereindeerhusbandry,byintrusionsongrazingareas.Othershaveappointedparticipationintourismactivitiesasanadditionalincomeopportunityand/orameansfortakingcontrolovertourismflowsinthesensitivegrazingareas.Additionally,earlierstudiessuggestthatmostoftheSami’sexpressingapositiveattitudetowardstourismisseldominvolvedinthereindeerherding.Hence,therelationbetweentheSamicommunityandtourismiscomplexandmulti‐layered.

ThepurposeofthepaperistoinvestigatehowtheSamicommunityinpracticefunctionwhenlargescaletourismbusinessesiscloselylocatedtotheirlands.ThefocusisonhowtheSami’sadapt/adjusttotourism.Hence,themainobjectiveofthisstudyistoextendpreviousknowledgeonSamiperceptionstowardstourismandbringforwardanunderstandingofhowthediverseperceptionsoftourismishandledinreality/everydaylife.Questionsframingthestudyincludes;WhatmeasuresdoestheSamitakeinordertomaintainatraditionallifestyle?;HowdoestheSami’streattheproblems/potentialsassociatedwithacloselylocatedtourismindustry?

SemistructuredinterviewsareconductedwithindividualsfromtwoselectedSamicommunities,closetolargescaletourismdestinationsinthesouthernpartsoftheSwedishmountainrange.ImportantaspectsoftheinterviewsarethoughtsandopinionsabouttheroleoftourismandtouristswithinSami‘territories’andtheroleoftourismasapotentialforbusinessesandincome.

PreliminaryresultsindicatethatacloseandfrequentdialogbetweentheSami’sandthetourismentrepreneursiscrucialinordertomaintainatraditionalSamilifestyleandreindeerherding.Byacontinualcommunicationbetweenthedifferentactorsactiveinthe

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mountainareaandamutualresponsivenesstoeachother’sneedsthechancesofafruitfulco‐existenceincreases.However,thestudyalsosuggeststhattherestillisproblemsassociatedwiththerelationbetweentheSami’sandthetourismindustry,whichrequiresfurtherattentioninordertobesorted.

Theuseandnon‐usevaluesofevents:aconceptualframeworkforeventevaluationTommyD.Andersson,JohnArmbrecht,LarryDwyer,ErikLundberg

Animportantfocusofcurrentresearchhasinvolvedtheholisticassessmentofeventimpacts,includingsocial,culturalandenvironmentalimpactsaswellaseconomicimpacts.EventscreateexternalitiesthatcanbeunderstoodwiththehelpofconceptssuchasUseandNon‐usevalues.Todate,theseconceptshavebeendevelopedandappliedprimarilywithinenvironmentaleconomicsascomprisingwhateconomistscall'totaleconomicvalue'.Theyhavebeenusedtounderstandthebenefitsandcoststhatoccurbothforusersofnaturalresourcesandfornon‐users,i.e.individualsthatareaffectedbypositiveornegativeexternalitieslinkedto,forexample,thepreservationofnaturalresources.Theyhavealsobeenestablishedwithinculturaleconomicstounderstandthevaluescreatedby,forexample,culturalinstitutionsandart.AmorerecentdevelopmenthasbeentheapplicationofUseandNon‐usevaluesinthecontextsofeventsandfestivals.Thelinkbetweenculturalinstitutionsandeventscanbeestablishedbytheculturalcontentofmanyeventsandfestivals.However,theadoptionoftheseconceptscanalsobelinkedtothenotionthateventshavewidersocietalimpacts,beyondeconomicimpactsorthefinancialinjectionofnewmoney.

TheaimofthispaperistoconceptualizeUseandNon‐usevaluesinaneventcontext.Aliteraturereviewofthedefinitionsandapplicationswithinthefieldsofenvironmentalandculturaleconomicswillbethebasisfortheconceptualization,aswellastherecentapplicationsintheeventcontext.Theconceptualframeworkprovidesaviewonvaluecreationofevents,includingbothvisitors(users)andlocalresidents(non‐users).Usevaluesarediscussedintermsofdirectandindirectusevaluewhichcanbelinkedtodifferentaspectsoftheeventexperiencebyparticipants,visitorsanddestinationresidents.Non‐usevalues,ontheotherhand,arediscussedintermsofoptionvalue,bequestvalue,stewardship,altruisticvalue,andexistencevalueandhowthesevaluescan(ifatallpossible)berelatedtoawidergroupofeventstakeholders.Thepapercontributesanalternativeperspectiveoneventevaluationcomparedtostandardapproaches.Thisperspectivealsoprovidesafertileagendaformoredetailedresearchontheroleandimportanceofdifferenttypesofvaluesineventassessment.

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Thevaluesoftourismformulti‐ethniccommunities:acasestudyof

BaluchisinIran

AhmadRezaSheikhi,AgustínSantanaTalavera,HeredinaFernandez

Oneoftheproblemsofmulti‐ethniccommunitieslikeIranistheethnicgroupsandthechallengesthatinmanycaseshavejeopardizedmanycountriesandledtothecollapseofpoliticalsystems.TheaimofthisinvestigationistofindthesuitablestrategyforthesechallengesandethniccrisesinIranwiththeemphasisonethnicstudiesinIran’sBaluchistanasacasestudy.Thisstudyattemptstoprovidetheappropriateguidelinesforthemanagementofethnicdiversityandappropriatepolicythroughvaluesoftourismtobenefitsfromexoticcultureoftheethnicgroupsandthuscreatingsolidarityandenhancingnationalintegrity.

Thispaperfocusesonthediversityethnicgroup’scultureasauniqueformoftourist’sattraction,topreparingsuitableoptionsforethnicgroupstointroduceexoticculturestodomestictouristsinIran.So,themainquestionofthisstudyaddressesthattourismhavevaluestoincreasingnationalintegrityandendlesscurrentethniccrisesinmulti‐ethniccommunitiessuchasIran.

Thefindingsofthisstudyshowthatvalueoftourismincommunitiesofethnicgroupshadasignificantroleinreducingethnicchallengesandintegrityofnationalsolidarityfor98%,tourismhaveimpactforendtheethnicdiscriminationandinjusticeagainstethnicgroupsfor96%,theroleofmulticulturalismandrespectforethnicgroups’culturesinnationalsolidarityfor93%throughtourismpossible,andfinallydiscriminationingovernmenteconomicinvestmentinIran'sBaluchistancomparingwithothersprovincesofthecountryfor83%throughthevaluesoftourismdisappears.

TheresultsobtainedinthisstudyindicatethatthevalueoftourismcomparingwiththeotheroptionsonsolvingethniccrisisinIranBaluchistanisverynotable.

Tourismentrepreneurship:NGOs,clientismandprojectitis

IngeborgMarieNordbø

Entrepreneurshipandsmallbusinessstart‐upis,onaglobalscale,increasinglypromotedasaprimemotorforeconomicdevelopment,notleastinruralareaswheretheeconomicsituationoftenispicturedbyadramaticdeclineinprimaryindustries,andwherefewotheralternativesforeconomicdevelopmentareseenasviable.Correspondinglylocalcitizensinbothdevelopedanddevelopingcountriesare,throughanumberofpolicyinstrumentsandsupportinitiatives,stimulatedtoinitiateentrepreneurialactivitiesandsetuptheirownprivatebusinessorproject.Intheeyeoftheauthorentrepreneurshipinthiscontextcanbeunderstoodasamanagementtrend,wheretheideaofentrepreneurshipasaruraleconomicdevelopmentstrategyhasbeendevelopedintheWest,andwhereweduringthelastdecadeorsohaveobservedhowthisideaisincreasinglybeingdiffusedtoothergeographicalareasandcontextsbyinternationalorganizationssuchastheWorldBank,developmentconsultants,mediaandother

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proponents.Inthecontextofothertypesofideasthathavebeendiffusedandtranslated,aswithsustainabilityandCSR,studiesshowthatsuchdiffusionsalsocanbeproblematicandgiveconsequenceswhenactorsfromdifferentcontextsmeet(Kahnet.al.2007;Schwartz,2012;Berglund&Schwartz,2013).InthisarticleIcombinequalitativeinterviews,conceptsandtheoriesfrominstitutionaltheoryonorganizationsandsocialorigintoshedlightonaNGOinitiatedruraltourismentrepreneurshipprojectinanindigenousdevelopmentareainLagoBudi,inthesouthofChile.

Comparingtourismstatisticsofacountrywithinternationalstandards:

EvidenceforIceland

CristiFrent

Icelandhasproducedofficialtourismstatisticsstartingwith1984whenthesurveyonaccommodationestablishmentshasbeenlaunchedbyStatisticsIceland.Withsomeimprovementsovertheyears,thissurveyhasbeencontinuouslycarriedoutsincethen.Inaddition,sinceMarch2002itisIcelandicTouristBoard(ITB)whostartedtocountregularlythenumberofvisitorsleavingKeflavíkAirport,themainentry/exitgateofthecountry.Togetherwithsomedemand‐sidesurveysontourists,irregularlyconductedinthelastyearsandcommissionedbyITBtoprivateresearchcompanies,atpresentthesearethemaindatasourcesspecifictotourismstatisticsinIceland.

Oncethenewinternationalstandardsontourismstatistics(namedInternationalRecommendationsonTourismStatistics2008‐IRTS2008)wereendorsedbyUnitedNationsWorldTourismOrganization(UNWTO)in2008,thereisanecessitytoseehowIcelandiscopinginthisfield.IcelandisnotamemberofUNWTObutthisdoesnotmeanthatthecountryisnotinterestedinhavingtourismstatisticaldatacomparableatinternationallevel.Moreover,asamemberofEuropeanEconomicArea(EEA)IcelandhastocomplywithpartsofEuropeanUnion(EU)legislationandthisincludesalsotheRegulation629/2011concerningEuropeanstatisticsintourism.ThisregulationisinfactanadaptationatEUlevelontheinternationalstandardsintourismstatistics.ThereisaparticularconcernforimprovingtheexistingsystemoftourismstatisticsinIcelandandforthistohappen,athoroughassessmentoftheconceptsandmethodologiesisneeded.

TheaimofthisresearchistoassessthesystemoftourismstatisticsinIcelandinmeetingtherequirementsofinternationalstandardsintourismstatisticsasdefinedbyIRTS2008.ItisimportanttomentionthatonlyIRTS2008asinternationalstandardintourismstatisticswillbeconsideredinthisanalysis.TheotherinternationalstandardnamelyTourismSatelliteAccount:RecommendedMethodologicalFramework2008(TSA:RMF2008)isoutofthescopeofthispaper.However,insomecases,theEUrequirementsfortourismstatisticsarealsoenvisagedasabenchmark.

ResearchmethodconsistsmainlyinacomparativeapproachofIcelandictourismstatisticswithIRTS2008.Infact,acontinuouscomparisoniscarriedoutpointingoutbothsimilaritiesanddifferences(departures)frominternationalstandards.Conceptualandmethodologicalissuesweremainlyenvisagedaswellassomemeasurementissues(i.e.measurementoftourismexpenditure).SomedeficienciesoftheexistingIcelandic

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datasourceswerehighlightedandseveralimprovementswereproposed.

ThemainresultsofthispaperrefertoaseriesofrecommendationswhichcouldbeseenassolutionsproposedbytheauthorforimprovingtheexistingsystemoftourismstatisticsinIcelandinordertocomplywithinternationalstandards.

ThispapercontributedtoabetterunderstandingoftheissueofstandardisationandinternationalcomparabilityintourismstatisticsfortheparticularcaseofIceland.Itcanalsoraiseawarenessoftheimportanceofhavinggoodandsoundstatisticstocharacterizethetourismsectorinanycountry.

ValueOfTourismForDestinationDevelopmentII

AnIntegrativeModelofMedicalTourism:ExploringtheRelationshipsbetweenHospitalReputation,DestinationImage,Physician,ServiceQualityandPhysicalFacilities,TouristSatisfactionandWordofMouthRecommendation YuhanisAbdulAziz,ZaitonSamdin,KhairilAwang,ZulhamriAbdullah

Overthepastfewyears,studiesonmedicaltourismwereusuallyonexaminingthegeneralconceptofmedicaltourism,includingtheriseanddevelopmentofmedicaltourismandtheimpactoftraveltoforeigncountries.Differingfromthepreviousstudies,therefore,thepurposeofthisstudyistotestamodelwhichinvestigatestherelationshipbetweenthefactorswithtouristsatisfactionandwordofmouthrecommendation.Thedatawascollectedviaself‐administeredquestionnairesfrom592medicaltouristsinMalaysia.Theresultsofstructuralequationmodellingdemonstratedanumberofsignificantdirecteffectsthatprovidedsupportforthemajorityofthehypothesizedrelationships.Specifically,hospitalreputation,destinationimage,physician,servicequalityandphysicalfacilitieswerefoundtobesignificantlyrelatedtocustomersatisfaction.Theresultsalsorevealedthattouristsatisfactionwassignificantlyrelatedwithwordofmouthrecommendation.Newlytestedrelationshipsproposedanumberofdirectionsforfutureresearchinmedicaltourism,andprovidedempiricalevidenceoftheneedformedicaltourismmarketerstomovetowardsgreaterintegrationbetweenmedicaltreatmentandservices.Overall,thefindingsofferstrategicmarketingimplicationsformedicaltouristdestinations.

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Co‐creatingdestinationbrandinSouth‐Savo

IraLahovuo,JenniMikkonen

Developmentofdestinationbrandshavebecomeimportantstrategictoolduetoagrowingcompetitionamongdestinations.Fortourismpurposes,destinationbrandingidentifies,delineatesanddifferentiatesadestinationandcommunicatesitsimageaspartofitsappealtotouriststoexperiencethosefeaturesandcharacteristicsthatmakeitdistinctiveandattractivedestination.(Hall1999;Blainetal.2005)Destinationbrandinginvolvesacombinationofservicescreatedandprovidedincooperationwithlocalstakeholderswhichcontributesignificantlytothequalityoftheexperience(Beritelli2011;Hauglandetal.2011).Inthecontextoftourismandbrandingdestinations,co‐creationisarelativelynewtopic.Whileco‐creation,andespeciallycustomerinvolvement,isalreadywide‐spreadinthedevelopmentofservicesandproducts,itsusefortourismpurposesanddestinationbrandinghavesofarbeenstudiedless.RecentlyforexampleÅkerlundandMüller(2012)havestudiedco‐creationinthecontextofbiddingprocessofanevent.Additionalresearchisneededtodiscoverhowdifferentstakeholdergroupscouldbebetterinvolvedindestinationbranding.InSouthSavo,eventsandeventtourismhasformanyyearsbeencitedasoneofthestrengthsintheregion’stourismbutthereseemstobeonlyalittleco‐operationandsharedstrategicthinkingbetweendifferentstakeholders.Thisstudyfocusesondestinationbrandingthroughaco‐creationprocess,especiallyfromtheperspectiveofevents.Theaimofthestudyistoidentifyhowdifferentstakeholdersareparticipatingindestinationbrandingprocess,andhowthebrandcouldbeco‐createdmostefficientlysothatthedestinationwouldbecomemoreattractiveandmoreefficientlyrelatedtoevents.Additionally,thestudyexploreswhichchannelsworkbestandwhattypeofmessageseachstakeholdercouldcarry.

Thetheoreticalframeworkisbrandco‐creationwhichreferstotheparticipatoryinvolvementofvariousstakeholdersinbrandcreation.Manystudiesconceptualizebrandco‐creationasanewbrandingparadigm(e.g.Merz&Vargo2009)andhighlighttheimportanceofconsideringallstakeholdersintheprocess(Gregory2007;Iglesiasetal.2013).Tourismliteratureisconsistentthatdestinationbrandingisacriticalsuccessfactorandacollectiveprocess(Morganetal.2003,Hankinson2004,Garcíaetal.2012).

Thedataiscollectedthroughsemi‐structuredinterviews.Thestakeholdersinterviewedaremembersofdestinationmanagementorganizations(DMOs),eventorganizersandtourismplanningauthorities.Datacollectioniscurrentlyongoingandpreliminaryresultsarepresentedattheconference.Theinterviewswillbeanalyzedusingqualitativemethods.Theanalysisfocusesonthestakeholderinvolvementinthedestinationbranding,andhowdifferentstakeholdersseetheirrolenowandinthefuture.

Sinceco‐creationisonlyalittleresearchedtopicinthecontextofdestinations,thisstudycontributestotheco‐creationliteraturebygivinganempiricalexampleandevidenceonhowdifferentstakeholderscanbeinvolvedinthedestinationbrandingprocess.Theresultscanalsobeusedbythestakeholdersinordertocreatemoreeffectivebrandingprocess.

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Internaldestinationbrandingandthecaseof'FreshEyes'

PeterKvistgaard

Destinationbrandscontainaninternalelement(identity)andanexternalelement(image).Imagereferstohowexternalaudiencesperceivethedestination,whereasidentityrelatestoidentification/creationofvaluesthatrepresentthedestinationandinternalstakeholders.Beforefocusingonhow‘we’areperceivedorwishtobeperceivedthendestinationsneedtodefine,who‘we’actuallyareandthus,brandidentitymustbeestablishedbeforebrandimage.Inadestinationcontext,the‘we’iscomprisedofamultiplicityofstakeholders,andnumerousbrandingscholarsclaimthatsomethegreatestproblemsindestinationbrandingareinternalratherthanexternal.Internalbrandingiscrucialasitnotonlyfostersideasabout‘whoweare’andcooperationamongstthedifferentstakeholdersbutinternalbrandingisalsothebasisforexternaldestinationbranding.Consequently,howtobuildbrandidentityacrossinternalstakeholders–particularlybymeansofmoreinclusive,bottom‐upapproaches–hasbecomea‘hottopic’.Therefore,theworkthatDMOsdohaschangedfromtraditionaldestinationmarketingtowardsdestinationmanagement(includingbottom‐upapproachestocreationofbrandidentity).

However,toactuallyinitiateandmanagesuchbottom‐upprocessesseemsquitechallenging.Asaresult,destinationsincreasinglyturntoexternalexpertsinordertofacilitateinclusive,bottom‐upprocesses.Thispaperdiscusseswhyprocessesdrawingon‘fresheyes’maybecriticaltosuccessfulbranding.Asapartofthisdiscussion,reasonswhydestinationsrelyonexternalexpertswhenseekingtoestablishbrandidentitybymeansofbottom‐upapproachesarescrutinized.

Thepaperisgroundedintheliteratureondestinationandplacebrandingaswellasingeneralbrandingliterature.

ThepaperdrawsonasinglecasestudyinruralDenmark,wheretheDMOinitiatedadevelopmentprocesstodefineidentityacrosslocalstakeholders.Thecasecentresonthenotionof‘fresheyes’andreasonswhy‘fresheyes’maybenefitdestinationbrandidentityprocesses.

Thepaper’skeycontributionisthatitintroducesthenotionof‘fresheyes’and,bydoingso,deepenstheoreticalunderstandingsofinternaldestinationbrandingprocesses.Thebrandingliteraturetendstoemphasizeconsistency,clearimagesandthatitisimportantnottochangedirectionifonewishestobuildastrongbrand.However,destinationsdonotseemtoactconsistentlywithsuchrecommendationsasmanydestinationsengageindestinationbrandingprocessesinanalmostcyclicmanner.AstheactionsofDMOsandespeciallytheirrelianceon‘fresheyes’intheformofexternalexpertsstandinsharpcontrasttotraditionalbranding’semphasisonlong‐termorientations,brandconsistencyandcontinuity,thepaperfurthercontributeswithknowledgeondestinationbrandingasapotentiallyveryuniqueformofbrandingthatshouldnotdrawtoomuchontraditionalbrandingliteratureandresearch.

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MarketingofrecreationalsalmonfishinginIceland:Experiencesof

fishinglicenseoutfitters

ThorgilsHelgason

Sports’fishingforsalmoninIcelandhasbeenapartofIcelandicsocietyforalongtime.ForeignvisitorshavebeencomingtothisislandinthemiddleoftheNorthAtlanticOceanfornumberofyearsasitisregardedtoofferoneofthemostoutstandingfishingforAtlanticsalmonintheworld.InIcelandtherecreationalanglingindustrycreatesrevenueaccountingforaroundhundredmillionpoundseachyearwhendirectandindirecteffectsareincluded.TheimagethatIcelandseemstohavebothasacountryandasafishingdestinationshouldbeidealforthemarket.Acountryofferingpureandpristinenaturalenvironmentandwithfishingmanagementstrivingforsustainabilityforinstancethroughthepracticeofcatchandrelease.InthispaperthemarketingexperiencestrategiesoffishinglicenseoutfittersinIcelandisexamined.Thispaperprovidesnewknowledgeofwaysofmarketingforanglingdestinationandwhatdirectionstotaketogetaheadofotherdestinations.TheresearchisbasedonqualitativemethodsthatwerejudgedeffectivemeanstogatherdatafromthesmallandtightcommunityoftheIcelandicanglingindustry.Forthisresearchtherewereconductedsixindividualindepthinterviewswithexperiencedoutfitters.Theinterviewsweretranscribedandanalyzedwithtechniquesofgroundedtheory.Heretwothemeswillbeemphasized.First,whattheoutfittersdescribeaslackofcoordinatedmarketingstrategiesandsecond,presentingopportunitiesthatcanbeusedtoimprovethemarketing.TheprojectthispaperisbasedonispartofalargerprojecttitledSalmonChange,hostedbytheNorwegianUniversityofLifeSciences,whichfocusesonsustainabledevelopmentandinnovationinangling.ThisstudyisthefirsttostudythemarketingexperiencesandstrategiesofIcelandicoutfittersandprovidesanovelcontributiontothefieldofdestinationmarketingforsalmonangling.

Tourismdestinationevolution:whatroledo'moments'haveinchange?

JulieWilson,CintaSanz‐Ibáñez,SalvadorAnton‐Clavé

The'pathmetaphor'‐asreflectedwithintheextensivedebateonthepathdependence,pathcreationorpathplasticityconcepts‐hasbeenaconcernofeconomistsandeconomicgeographerswhenanalysingthelongtermdynamicsofregionsandindustries.Inevolutionaryapproachestotourism,attentionhasmainlybeenfocusedonstudyingresponsesgivenbydestinationstakeholdersto'triggeringevents','criticalevents'or'shocks'withanimpact‐eitherpositiveornegative‐ondestinations'evolutionarytrajectories.Inparallel,researchinurbansocialgeography(suchasCulturalPoliticalEconomyapproaches)hasstartedtoengagewiththeideaofpathdependence,talkingaboutselectiveandnon‐selective'moments'inurbansocio‐economicchange‐includingthepoliciesandagenciesthatcauseeconomicpathstoshiftindirection.

Takingthesenewapproachesintoaccount,theobjectiveofthispaperistooffera

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conceptualmodelofsuch'moments'overthecourseofdestinationevolutiontrajectories.Firstly,theconceptofmomentsasevolutionary'inflectionpoints'intourismdevelopmentisintroducedanddiscussed.Then,takinganexploratoryfocusweapplythemomentsconcepttoacaseinaMediterraneancoastaldestinationregion‐Catalonia'sCostaDaurada.Themethodologyforthecasestudyincludesinformationfrompreviouslypublishedstudies,participatoryresearchandareviewofsecondarydatasources.

Ourproposedmodelof'moments'intourismevolutionwascentralinanalysingtheevolutionofadestinationregionasaconsequenceofspecificlocalandcontextualpoliciesaswellaskeyindividualsandorganisationsrelatedtothetourismrestructuringprocess.Intermsoffindings,themodelshedlightontheroleofmomentsasspecificincidentsorindeedkeyorganisationsandindividualsasagentsforchange(andthediscoursesthatsurroundedthem),aswellasthedifferentwaysinwhichlocaldestinationsenterintoandthenevolveonwardsfromspecificmoments/inflectionpointsintheirdevelopmenttrajectory.Intermsofvaluecreation,themodeloffersaclearerunderstandingofhowdestinationstransform,whichinturnwouldallowmoreefficientandtargetedurbanandregionalplanningmeasuresanddestinationmanagementstrategies.

Thevalueofnon‐megasportingeventsforahostdestination:Evidence

fromthe2012Girod'ItaliainDenmark

GrzegorzKwiatkowski

Everydayaroundtheworld,thousandsofspecialeventsareheld,bidonandfosteredforstrategicreasons,ofwhichexpectationsforeconomicbenefitsaredominant(Getz,2008).Atthesametime,thereisagrowingconcernvoicedbythegeneralpublicwhetherhostinganeventcanreallyholdpolicymakers'expectationsofgeneratingpositiveeconomicimpactonaregionaleconomy(hostdestination).

Tocontributewithanswertothisquestion,thereisaneedtounderstandindividuals'expenditureflowsattributabletotheevent,thatisbothcausedbytheevent(attracted,altered,andcrowdedout)alongsidewiththosewhichwouldhaveoccurredregardlessoftheeventandbydoingsoexplaintheeconomicimpactoftheseexpendituresflowsonthehostdestination(Lee&Taylor,2005;Preuss,2005).Self‐evidently,thisisofcrucialimportanceforacredibilityofeconomicimpactassessmentsand,thereby,servesasapaddingforcalculatingindirectspendingthroughstandardmultiplieranalysis(Matheson&Baade,2006).

However,theassessmentoftheexistingliteraturerevealsrelativelylittleempiricalresearchaddressingthequestions:(a)Towhatextentdoestheeventleadtomoneyinflowsandoutflowsfromeventvisitorsthatwouldnothaveoccurredinitsabsence?;(b)Whatistheprimaryeconomicstimulusoftheseflowstoahostdestination(Matheson&Baade,2006;Preuss,2005)?

Accordingly,inanefforttocalculateprimaryeconomicimpactofnon‐megasportingeventonahostdestinationthestudypresentedhereadoptsthestate‐of‐the‐artframeworkforeconomicimpactassessmentsdevelopedbyCrompton(1995)andits

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furtherextensionproposedbyPreuss(2005).Specifically,theapplicationofthetheoreticalframeworkwillbedemonstratedbasedonprimarydatagathered(761self‐administeredquestionnaires)atthefirstthreestagesofthe2012Girod'Italia,whichwasstagedintheDanishcitiesofHerningandHorsens.

Additionally,theempiricalanalysiswillshowthattheestimatedeconomicimpactcanbesensitiveto(small)variationsofbasicexogenousassumptions(likethesizeoftheimpactedareaortheestimatednumberofspectators).Finally,therelevanceandimportanceofthesefindingswillbehighlightedinthecontextoftheneedfortheprovisioningofreliableestimatesoftheeventvisitorcompositionforfutureex‐anteeconomicimpactstudies.

SpecialTrack:SecondHomes

Secondhomeowners’andlocals’waystoutilizeenvironment–conflictingandconsensualissuesfromFinnishLapland SeijaTuulentie,AstaKietäväinen

Thephenomenonthattouristsattachtotheplacestheyvisitandthenreturnandbuyasecondhomehasbothadvantagesanddisadvantages.Oneissueisrelatedtothedifferingviewsoftheuseoftheenvironment.Therehasbeenalotofdiscussiononthedeclineofproductivecountrysideandtheemergenceofcountrysideasaplaceofconsumptionwhichissociallydominatedbypeoplewhoonlystopby.Thisaffectstotheideasofhowtouseenvironmentandnaturalresources.

InareassuchasFinnishLaplandtheprevailingmodesofuseofnaturearereindeerherding,forestry,mining,energyproduction,recreationandtourism.Reconciliationofdifferentmodesofuseisnotalwayseasy‐orevenpossible.Largewildernessareasmayseemtobeemptybutinrealitytherearemanykindsofsocial,economic,ecologicalandculturalwaysofusingthem.

KilpisjärviandMuonioaresmallwildernesstourismorientedplacesinnorthwestFinnishLapland.Inadditiontoothervisitors,theybothhaveconsiderablesecondhomecommunities.InKilpisjärvi,thesecondhomeownersaremainlyNorwegianswhileinMuoniotheycomemostlyfromsouthernFinland.Inbothplaces,secondhomeowners'haveearliertouristicexperiencesfromtheregion.

Earlierstudieshaveshownthatsecondhomeownersaremoreeagertokeeptheenvironmentunchangedwhilethelocalcommunityismoreorientedinusingtheenvironmentforindustrialpurposes.Weaskhowdosecondhomeownersusethewildernessareasandhowdoestheirusedifferfromthatofthelocals'?Whatkindsofconflictsarisefromthedifferencesofnatureutilization?Whatarethecommoninterestsofthetwogroupsinregardtotheuseofenvironment?Therelationshipbetweensecondhomecommunity'sandlocalcommunity'sutilizationofnatureisfollowedupindifferentkindsofqualitativedata,suchasindividualandgroupinterviews,arrangedfutureworkshopsandcollectedsoliciteddiarieskeptforoneyearbysecondhomeownersin

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northwestLapland.Asamethodology,weusebothquantitativeandqualitativecontentanalysisalthoughthemainemphasisisonqualitativeanalysis.

Accordingtoourstudy,wildernessareasareextremelyimportantbothforthelocalcommunityandforthesecondhomecommunity.Allpartiesarekeenonusingskiingandhikingroutes,mountainhutsandotherinfrastructure.Thetensionsarisemainlyfromthreeissues:(1)land‐useplanningandthereconciliationofdifferentnature‐basedlivelihoods,(2)theuseofmotorizedvehiclesinnaturalareaswhichcanbeseenasapartofawiderquestionofthemodesofrecreationaluseofnaturalenvironment,and(3)thedifficultiesinparticipatingdecision‐makingduetothehearingprocessorlanguageproblems.Thus,thecommunityofsecondhomeownersandthelocalcommunitystayinmanycasesunconnectedalthoughtheyusethesamenaturalareasmuchoftheyear.However,therearealsoissuesthattheypromotetogether,suchasthemaintenanceofrecreationalroutesandinfrastructure.Thesekindsofcommoninterestsarelikelytogrowastherurallifestyleischanging.

Secondhomes,lifestylemobilityandmultilocalliving:Acritique

DieterKMüller

Secondhomeresearchhasbeenamajorstrandwithintourismresearch,buthadpreviouslyalsobeenrecognizedasanimportantresearchtopicwithingeography,ruralstudiesandhousingstudies.Sometimesthishasbeendonewithoutacknowledgingresearchfindingsfromtherelatedfieldsofresearch.Hence,therecentfocusonlifestyleremindsoftheseprevioussituationsbyintroducinganotherperspectivetakenfrommigrationstudiesandpopulationgeography.Thispaperreviewsdifferentdisciplinaryapproachestosecondhomeresearchandtheircontributionstoknowledgeonsecondhomes.Particularfocusishoweverontheissueoflifestylemobility.Itisarguedthatlifestyleofcourseisaninherentpartofalmostallmobilityandhence,evidenceforlivestyle‐ledmobilitycanbefoundamongsecondhomeowners,too.Almostallmobilityalsoimpliesaquestforabetterqualityoflife,whichoftenisidentifiedasanimportantdriverforthiskindofmobility.Certainlynoteverybodyinvolvedinsecondhomemobilityishappywiththearrangementashasbeenshowninpreviousresearch.However,foramajoritysecondhometourismisaboutlifestyleissues.Itisthusarguedthatlifestyleindeedisanimportantexplanationforsecondhomeliving,butitisnotasuitableapproachtodistinguishvariousformsofsecondhomemobility.Moreover,afocusonlifestylemobility,ifinterpretedascomprisingmoreexclusivegroupsonly,maytendtoexcludelargegroupsfromtheanalysis.Insteaditisarguedthatsecondhomesshouldbeseeninthecontextofmultilocalpatternsoflivingthathavebeenpresentforaconsiderabletime.Recentsocietalchangeshoweverhaveenabledorforcedlargerpartsofsocietytoapplymultilocallivingstrategiesaswellasexpandedtheirgeographicalreach.

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´Mobilityaslifestylestrategy:lifestylesatisfactionandplaceattachmentamongtemporaryandpermanentEUlifestylemigrantsinSpain´

MariaAngelesCasado‐Diaz,AnaBelenCasado‐Diaz,JoseManuelCasado‐Diaz

Lifestylemigrationreferstothemovementofrelativeaffluentindividualsinsearchofabetterwayoflife(BensonandOReilly,2009).Traditionally,thestudyofthisphenomenonhasfocusedonthemotivationsandmeaningsofthisformofmobilityaswellastheimplicationsfortheoriginanddestinationcommunities.Inrecentyears,scholarshaveturnedtheirattentiontothesocialcontactsandnetworksdevelopedbytheselifestylemigrantsbothintheoriginanddestinationcommunities(Casado‐Diaz,2009;Gustafson,2008;Casado‐Diazetal.,2014)andalsohighlightedthesignificanceofthemigrants´routinizedmobilitypractices,multipledwelling,inachievingthebestofbothworlds(Akerlund,forthcoming).BuildingonAkerlund's(forthcoming)notionofmobilityasalifestylestrategyandfollowingHaas's(2011)conceptualizationofmigrationasafunctionofcapabilitiesandaspirations,thispaperexaminesdifferencesinlifesatisfactionandplaceattachmentamongtemporary(lessthan6monthsayear)andpermanent(morethan6monthsayear)EUlifestylemigrantsinSpain.Thestudyisbasedontheresponsesfromasurveyandindepthinterviewswithasampleof720EUlifestylemigrantsaged50ormorewhospendatleastthreemonthsayearinSpain.Thepreliminaryresultsrevealhigherlevelsoflifesatisfactionamongtemporaryresidents,thosewhoengageinmultipledwelling,particularlywithregardtolifestyle,income,visitstothecountryoforiginandplaceofresidence,andstrongerplaceattachment,mostlywithreferencetosenseofbelongingamongpermanentresidents.Theseresultsappeartosupportthenotionthat,forthosewiththenecessaryresources,routinizedmobilitybetweencountriesisawayofgainingaccesstothelifestyleopportunitiesofferedinmultipledestinations.Moreover,thepaperadvocatestheusefulnessofDeHaas(2011)aspirations‐capabilitiesframeworkforthestudyoflifestyle‐ledformsofmobility,particularlythenotionofmigrationasafunctionofthemigrants'capabilities,aproductoftheirsocial,culturalandeconomiccapital(agency)conditionedbyparticularstructuralframeworks,andtheiraspirations(i.e.,theirdesiretoachievethegoodlife).Inthecontextoflifestylemigration,thisframeworkallowsfortheconsiderationofbothstructureandagencyfactorsindeterminingtheindividual'spotentialtoengageonmobilitypracticesthatwillenablethemtorealisetheirpersonallifeaspirations,whichinthecaseofnon‐permanentresidentsistoenjoythe'bestofbothworlds'.

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“Wecouldifwewould”‐Searchingforfreedomthroughlifestyle

mobilities

MarieVestergaardMikkelsen

Thisstudyexploresthemotivationsunderlyingarathermundanetypeoftravel;caravanning.Usinglifestylemobilityasaframingconcept,thefocusisonwhatmeaningspeopleascribetothesesiteswithspecialattentiontotheconcept'freedom'usedbyavastmajorityoftheguestsexpressingwhatcaravanningwastothem.AccordingtoBensonandO'Reilly(2009)lifestylemoversoftenemphasizethetransformativepotentialofthemove,andasemphasizedinthesefindings,goingcaravanningisseenasanescapefromtheeverydayandanopportunityfora'free'life.Movingisoftendrivenbythismotivationtoescape,anescapefromthehumdrumofeverydaylifeinsearchof'thegoodlife'(Åkerlund,2013).Forthisstudy,thefocusisparticularlyonthesearchforperceived'freedom',asemphasizedbyNeulinger(1981:16):"Leisure,then,hasoneandonlyoneessentialcriterion,andthatistheconditionofperceivedfreedom.Bythiswemeanastateinwhichthepersonfeelsthatwhathe/sheisdoingisdonebychoiceandbecauseonewantstodoit."

Thispaperdrawson145qualitativeinsituinterviewswith318peoplespendingtheirholidayat5differentDanishcaravansites.Aroundhalfinterviewees(154)aredomestic(Danish)touristswhereastherestoftheintervieweesarefromGermany(95),Norway(37),Holland(17),Sweden(8)andothernationalities(7).Mostintervieweesstayincaravans(136),tents(41)orRVs,(55),andthemajorityoftheintervieweesareeitherfamilieswithchildren(162)oremptynesters(129).

Peoplegocaravanningtoescapethestringentroutinesofeverydaylifeandthestrenuousschedulingandplanninginsearchof'freedom'.Whatliedinthisnotionwasbeingfreedfromeverydayplanningand'havetodo's'.Insteadthecaravannersexperiencedfreedomtodowhattheywantedwhentheywanted,stressingthefreedomofchoice.Itwasunderlinedthatthecaravan(orotherunit)allowedtravellingtomanydifferentsitesduringaholiday.Alsoemphasizedwasthatonecouldeatwhenonewantedandnotatsettimessuchastheeverydayathomeusuallyrequires.However,itwasfoundthatpeoplehadtheirmainmealsatthetimestheywouldathome.Furthermoretheentireholidaywasusuallyspentatonechosensitewithnomovingtodifferentsites.Thisexemplifiestheimportanceoffreedomofchoiceandhowtheperceivedideaoffreedomaffectstheoverallperceptionofthecaravanholiday.Understandinglifestylevaluesandmeaning‐makingprocessesthatunderlieaholidaymightprovideessentialwiderinsightsintohow(possible)mobilitycanleadtodifferentwaysofunderstandingidentitiesandrelatingtoplace.

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Acriticalexplorationofanemerginglifestylemobilityindustry

UlrikaÅkerlund,MarcoEimermann,InêsDavid

Themobilitytosecondhomes,sometimesreferredtoasresidentialtourism,canbeconceptuallyframedwithintheemergingconceptoflifestylemobilities.Althoughrelated,itdiffersfromtourisminthatitreferstorelativelypermanentmovementwhichentailstheintentionandmaterialeffortstocreateahomeandalivinginthedestinationcontext.Tourismmobilityisfacilitatedbyagentsofferingservicesandproductsenablingexperiencesofnovelty,difference,authenticity,qualityoflifeandthelike.Lifestylemobilitiesinmanywaystapsintothisproductionsystembutalsoincludeproductsandservicesrelatedtohousing,furbishingandtomakingalivinginplace.Onaninternationalleveltheproductionsystemisfurthercomplicated.Inmigrationstudies,theconceptofamigrationindustryreferstotheamalgamofagentsmakingaprofitoutofcateringtotheneedsofmigrants.ThisstudyisajointreflectionontheproductiondimensionoflifestylemobilitiesintheEuropeancontext.WeexploretheagentsbrokeringlifestyleforSwedesinMalta;Swedishruralmunicipalities'placemarketingintheNetherlands;andtheroleoflifestylemediaintheAlgarve,Portugal.Weaimtoanswerthequestion:“how(ifatall)couldtheconceptofamigrationindustrybeappliedtolifestylemobilities?”Atransversalapproachtothethreestudiesrevealsthat,althoughinterrelated,differentagentsoperateatall(macro,mesoandmicro)levelsandacrosslocal,nationalandtransnationalscales.Intermediateagentsseemableto“create”destinationsbyconstructinganimageofalifestyledestination,shapingtheexpectationsofprospectivebuyers.Theanalysisresultsintheconclusionthatindeedalifestylemobilityindustryisemergingandtheidentificationoffourmaintypesofagentsthatdistinguishtheindustryspurringlifestylemobilitiesasfollows:

1)Stateinstitutionssuchasnationalandsub‐nationalentities.Theirrolerelateslesstoregulatingandfendingoffincomers(throughenforcementdepartments),andmoretowardspromotingandfacilitatingmobility(throughdevelopment/businessdepartments).

2)Serviceagents.Gearedtowardconstructing,promotingandmaterializinganideaofthegoodlife.Amongthesetwostandout:

a)Propertyandresidencyrelatedagents.Brokeringnotonlypropertiesandresidencybutalsolifestyle.b)Mediaagents.Constructingandpromotingimagesofplacesandlifestylethatmatchtheideasofferedbythewholespectreofagentsoperatingwithintheindustry.

Thispapercontributestostudiesoftourismandmigrationindustriesingeneralandtothebourgeoningfieldoflifestylemobilitiesinparticular.Itscontributionstofurtheringtheunderstandingofthemigrationindustriesframeworkderivefromthespecificitiesofsustainingthelifestylemobilityflows.Theyrevolvearoundtheconsumptionofexperiencesof“thegoodlife”which,inpractice,entailsproducingandcommoditizingtheideaoflifestyle.Furthermore,itisfoundthatmanyofthesemediatingagentscanbe

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describedaslifestyleentrepreneurs,whothemselvesjoininthemovement:whiletheynotmerelychannelmovementtheyalsocontributeto,simultaneously,commoditize,capitalizeonandconsumethatidea.Hence,thisstudy’sresultsarealsorelatedtopreviousfindingsconsideringthetourism‐migrationnexus,inwhichinterlinkagesbetweentourismandmigrationarehighlighted.

In‐migrationtoruraltourismdestinations‐theoreticalpointsof

departure

MariaThulemark

Depopulationandeconomicdeclineisoftenseenascharacteristicsofruralareasinpresenttime.However,someruralareasmeetthisnegativetrendbyattractingeconomicinvestmentsandin‐migrantsthroughdevelopingaflourishingtourismindustry.InmyresearchIhaveputinterestinthosemovingpermanentlytoruraltourismdestinations.ForthisstudyIhavefocusedonthreemountaintourismdestinations,SälenandIdreinSwedenandWanakainNewZealand.Thesethreedestinationshavecharacteristicsincommon;theyallattracttouristsinalargeextentduetotheirnaturalamenitiesandtheyhaveallgrown,indifferentextent,fromsmallruralsettlementstolargervillageshostingsocialservicesnotnormallyfoundinsimilarareas.

Focusforthestudypresentedhereisthetheoreticalpointsofdeparturethatcanbeusedtoanalyzeandunderstandthistypeofruralmigrationanditsrelationtoregionaldevelopment.Lifestyleledmigrationtoruraltourismdestinationshasgainedincreasedinterestduringthepastdecade.Previouslifestylemigrationresearchhasmainlyfocusedonnorth‐southmigrationwherewarmerclimatewasonemainpullfactor.Formountainareassocialorientedmigrationresearchhasmainlyfocusedonamenitymigration.However,thesetwotypesofmigrationtheoriessuitswellinresearchofmountaintourismareas(Thulemark,2011).Lifestylesrelatedtoentrepreneurshipandsocialactivitieshavebeendetectedasprominentamongin‐migrantswithinmystudies.Theamenities,suchasthemountains,areprerequisitesforthepossibilitiestolivetherequiredlifestyle.

Withinmystudyareasasenseofurbanityamonginhabitantsandin‐migrantshasbeenseen(Mölleretal.forthcoming2015).Thisopensupforadiscussionoftheuseofmoreurbanorientatedtheoriesofdevelopment.WithinmyresearchIhavefounditusefultoadoptandreconceptulizethe"CreativeClasstheory"(ThulemarkandHauge,2014).Notonlyduetoitsincreasedinterestamongplannersandpolicymakers.Butalso,tourismemploymentisfoundtobeapullfactorforthe"creativeworkforce"(Thulemarketal.forthcoming).

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Value‐basedManagementOfTourismOrganizations

Value‐basedmanagementoftourism‐andhospitalityorganizations:

Areperceptionsofculturerelatedtojoboutcomes?

TorvaldØgaard,OlgaGjerald,SveinLarsen,EinarMarnburg

Thisabstractpresentsongoingwork.Guests’andtravelers’satisfactionandloyaltyintourismandhospitalityoftendependonthequalityoftheinteractionsbetweenemployeesandcustomers(e.g.,Gjerald&Øgaard,2009).Latelyithasalsobeensuggestedthatcustomeractivity(co‐production/co‐creation)isanimportantpartofthetourismexperience(e.g.,Mustak,Jaakkola,&Halinen,2013;Troye&Supphellen,2012).Managinginteractionsandco‐productionthroughemployeesthushasbecomeamajorindustrychallenge.Sincetravelers’needsandwantsforinteraction,andtheirdesireandneedforguidanceinco‐creationandco‐productionvariesconsiderably,managementbyspecifyingdetailedandspecificrulesforemployeebehaviorisnotalwaysfeasible.Likewise,sincetourismandhospitalityexperiencesarequitecomplex,developingagoalstructuretodirectemployeebehaviorisalsooflimiteduse.Theliteraturesuggeststhatmanagement,withoutbasicrules‐andgoalsmanagementopportunities,willhavetorelyonmanagementbyvalues(e.g.,sharednorms,perceptionsandvalues),orculturalmanagement(Schneider,Ehrhart,&Macey,2013).Generally,researchhasproducedgrowingevidenceoftheculture‐performancelink(Denison,Nieminen,&Kotrba,2012).Organizationalculture(sharednorms,valuesandbehaviors)hasbeensuggestedasapromisingconstructforunderstandinghospitalitycompanies’productionofinteractionwithcustomersandthequalityoftheirparticipationinco‐creationandco‐production.Likewise,Hospitality‐andtourismemployees’joboutcomes(e.g.,job‐satisfactionandturnoverintentions)aresupposedtobecloselyrelatedtotheirjobperformance(e.g.,Homburg&Stock,2004).Inthisstudywewillexplorehowemployeesperceiveorganizationalculturesandhowtheirperceptionsarerelatedtotheirpersonaljoboutcomes.Morespecifically,wewillemploythecompetingvaluesframeworkoforganizationalculture(Quinn&Rohrbaugh,1981)thatintroducestwobasicdimensionsofcultures;internalversusexternalfocus,andasystemfocusversusanorganic/peoplefocus,resultinginfourarchetypicalorganizationalmodels:Markets,bureaucracies,clansandadhocracies.Datawerecollectedfrom48membersofthreeNorwegianhotelchainsandtwotouristdestinationsresultinginasampleof784employees.Theresponseratewas62%,andacheckofnon‐responseinasampleofhotelsrevealedthatthemajorityofnon‐responderswereparttimeemployees.Themeasurementinstrumentwasapen‐andpaperquestionnaire.Themeasuresoforganizationalculturewerebasedonmulti‐itemscalesoriginallydevelopedbyCameron&Freeman(1991)andQuinn&Spreitzer(1991).JobsatisfactionwasmeasuredbytwostandarditemsfromtheMOAQquestionnaire(Harris&Mossholder,1996).TheanalyseswereperformedwithLISREL8,andSPSS13.Thefindingsindicatethat:

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Perceptionsofhotelculturesvary:Thereisnotanysignificantuniform“hotelculture”acrossindividualemployees.

Perceptionsofculturearequitestronglyrelatedtopersonaljoboutcomes. Differentculturalaspectsarequitedifferentlyrelatedtojoboutcomes.

Organizationalculturethusisaquitepromisingconstructforunderstandingemployees’well‐beinginhospitality‐andtourismorganizations.Throughtheclearrelationshipbetweencultureperceptionsandjobsatisfactionevidencedinthisstudy,organizationalculturealsohasapotentialforgainingfurtherunderstandingofemployeeperformanceininteractionswithcustomersandparticipationinco‐productionandco‐creationwithcustomers.

RelationshipsbetweentravelhabitsandEuropeanidentityformation

ConstantiaAnastasiadou,EmesePanyik

ForthefirsttimeinthehistoryoftheEU,theLisbonTreaty,whichenteredintoforcein2009,establisheddirectlegalbaseforCommunitymeasureswithsupportingcompetenceintheareaoftourism(EuropeanCommission,2007a).ThisnewpoliticalframeworkmaymarkamajorshiftintheapproachoftheCommunitytotourism(PanyikandAnastasiadou,2013).However,theprolongedfinancialcrisishasledtoacrisisofEuropeanidentityandhasfuelledEuro‐sceptictendenciesandcallsforre‐nationalisingpoliciesacrosstheregion(Leonardetal.,2013;Henley,2014).

ThepotentialoftourismindevelopingandsustainingaEuropeanidentityhasbeenarguedinCommissiondocuments(seeforinstance,CEC,2001;2003;2006;2007b;2010;2012).Ithasalsobeensuggested(Verstraete,2002;Anastasiadou,2011)thatthemessageofunityindiversitythattheEUproposesisexpressedinthepromotionofculturaltourismandthroughthecreationandsupportforsupranationalinitiativessuchastheCulturalRoutes.

Perhapsnowmorethaneveritisnecessarytoconsidertourism’scontributioninthecreationofasharedEuropeanidentitybutsuchlinkshavenotbeenstudiedempiricallysofar(McIntosh,Hinch&Ingram,2002).Moreover,althoughEuropeancitizenshipisoftenenactedthroughtourism(Verstraete,2002)regionalidentityremainsfragmentedeveninthecaseofEuroregionswhereinternalbordersandphysicalandadministrationalbarriershavebeenremoved(Paasi,2002).

Tothisend,theobjectiveofthispaperistwo‐fold.First,itaimstoreviewtheimplicitandexplicitlinkagesbetweentourismandEuropeanidentityapproachesthroughasystematic,in‐depthanalysisofselectedtourismpolicydocuments(EuropeanCommission,2001,2003,2006,2007a,b,2010,2012)usingcontentanalysistechniques.Next,thepaperfocusesonlinkagesbetweenidentityformationandtourisminthecontextoftheEU,describinganongoingempiricalresearch,itsmethodologicalconsiderationsandpreliminaryresultstoidentifyimpactsoftravelpatternsonidentityformationofyoungEuropeanscarriedoutcomparativelyintwoEUmemberstates.

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Inparticular,theconceptandmeasurementofsupranationalidentityanditsformationwillbereflected,whichwillallowtheoperationalisationoftheconceptasalatentvariable.SpecialattentionwillbegiventoEuropeanidentitywithinthecontextoftheEU.Asurveyinstrumentinterrogatingthetravelhabitsandthelevelsofterritorialidentitywillbeappliedduringthesummerof2014intwoEUmemberstates,namelytheUKandPortugal.Consideringthatyoungpeopleareespeciallyattentivetoandabsorptiveofglobalculturaltrends(Blum,2007),theresearchpopulationcompriseEuropeanUniversitystudents.MultivariatestatisticaltechniqueswillbeusedtoidentifytheunderlyingdimensionsofsupranationalidentityandrelationshipsbetweentravelpatternsandtheexistenceandlevelofEuropeanidentity.

FromdestinationmanagementorganisationstodestinationorganisationsinScotlandandDenmark:multi‐levelgovernanceversuslocalism. ConstantiaAnastasiadou,HenrikHalkier

Althoughalotofpreviousresearchondestinationmanagementhadfocusedontherelevanceofdestinationmarketingorganisationsinimprovingdestinationcompetitiveness(Pike&Page,2014),increasinglyreformsondestinationgovernancehaveshiftedtheonusofdestination‐levelorganisationsfrommarketingtomanagement(MacLellan,2011).Suchchangeshaveinsomecircumstancesbeenmotivatedbyrevisionsinpublicpolicymanagementandadministrationarrangements(HenriksenandHalkier,2009)whileothertimestheyhavebeenstimulated,bypublicspendingcutstoreducedeficits(Colesetal.,2012).

Researchbyd'Angellaetal.,(2010)suggestedthatthedeterminantsofdestinationmanagementorganisationsuccessincludesupplierrelations,effectivemanagement,strategicplanning,organizationalfocusanddrive,properfunding,andqualitypersonnel.Derco(2013)revieweddestinationmanagementorganisationsintheCzechRepublic,PolandandSlovakiaintermsofissuessuchasbuildingtrust,tasks,andinitiativeintheformationofdestinationmanagementorganisations,legislativeaspects,membership,fundingandthedecision‐makingprocessofdestinationmanagementorganisations(DMOs).

Colesetal.,(2012)studiedtheimpactofpublicsectorreformsinEnglandandarguedthatnewlocalism,sub‐regionalbodies,andadesireincentralgovernmenttoreducepubliccontributionstoaminimumhaveintroducedcomplexitytothetourismsysteminEngland.Inaddition,theyarguedtheimportanceofdevelopingadeeperunderstandingofwhathappensatthedestinationlevelaspublicsectorsupportiswithdrawninothercountries.

FollowingareformofVisitScotlandin2006tocompetemoreeffectivelyontheinternationalstage,Scotlandabolisheditsareatouristboards(ATBs)whichwerereplacedwithanintegratedVisitScotlandnetwork.Thesewerereplacedbyanetworkof

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partnershipsthatbringstogetherlocalplayersfromtheprivateandpublicsectorssuchastourismoperators,localtourismgroups,ChambersofCommerce,LocalAuthoritiesandVisitScotlandcalledAreaTourismPartnerships(ATPs),aswellaslocaldestinationmanagementandmarketingorganisations.Suchisthevarietyofthetypesoforganisationsthathavebeencreated(intermsofcomposition,management,sizeandpriorities)thatVisitScotlanddescribesthemasdestinationorganisations(VisitScotland,2013).However,littleisactuallyknownabouthowtheseorganisationsarefunded,organisedandevaluatedintermsoftheirperformance.

SimilarlyinDenmark,HenriksenandHalkier(2009)andHalkier(2013)suggestedthatdecreasingmarketsharesandnumbersofinternationalvisitorstothecountryhavenecessitatedreformstoproductdevelopmentthroughinnovation.However,reformsofsubnationalandsectoralgovernancehadnotstimulatedinnovationadoptionashadbeeninitiallyanticipatedasshort‐termandlocalistintereststendedtodominatetourism‐relatedpolicynetworks.Asaresult,destinationperformancetendedtovarysignificantly.

TheaimofthisprojectwastocarryoutacomparativestudyoftheadaptationofdestinationorganisationstotheirpolicyandoperatingenvironmentinScotlandandDenmarkwiththeviewofidentifyingbestpractice.

Followingasystematicreviewoftheliteratureasurveyinstrumentwasdesignedthatwasdistributedtodestinationorganisationsinbothcountriestoestablishastheircomposition,styleofdecisionandpolicymaking,divisionoflabourwithlocal,regionalandnationalpartnersandpolicyformulationprocesses.ThepopulationsampleineachcountrywasidentifiedthroughdeskandInternetsearchandthepaperpresentstheinitialfindingsfromtheresearchprojectandidentifypossibleareasforfutureresearch.

Anexplorationofemployees’organizationalpracticeperceptionsinthe

hospitalityindustry.

OlgaGjerald,TorvaldØgaard,EinarMarnburg,SveinLarsen

Thispaperinvestigateshowemployees’perceptionsoforganizationalpracticearerelatedtotheirjoboutcomes.Thepivotalroleofemployeesinthequalityofservicesandorganizationaleffectivenessiswellrecognized(e.g.,Schneider,Ehrhart,&Macey,2013).Muchefforthasthereforebeeninvestedintryingtounderstandthefactorsandprocessesthatinfluenceemployeejoboutcomessuchasperformance,motivation,jobsatisfaction,commitmenttotheorganization,turnoverintentions,etc.,(seeforexampleParkeretal.,2003).Withinthisresearch,strongfocushasbeenplacedontheeffectsoftheorganizationalenvironmentonemployees’joboutcomes.Environmentalfactorsincludealargenumberofphenomenathatreflectgeneralclimates,cultureandpractices.Whileclimate(e.g.,Bowen&Schneider,2014),culturalvalues(e.g.,Li,2014),havebeenquiteextensivelystudied,andevenbasicassumptionshavebeenexplored(e.g.,Gjerald&Øgaard,2010),organizationalpracticeshavenotbeenwidelystudiedinhospitality.Currently,thereisgrowingawarenessthatorganizationalpracticesareunderstudiedand

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mayinfluencethebehaviorsoforganizationalmembers(Fischeretal.,2013;Schneideretal.,2013;Verbeke,2000)Inthispaperwefocusonpracticeswhichmaybethoughtofas‘‘thewaythingsaredoneinthisorganization’’(Hofstede,Neuijen,Ohayv,&Sanders,1990).BasedonworkbyDenison(1990),Poole(1985),andHofstedeandcolleagues(1990),Singhetal.(1996)defineorganizationalpracticesas(1)systematicandcustomaryactivitiesandbehaviorsoforganizationalmembersthatare(2)rewarded,expectedandsupportedbyasubgroupand/ororganization(i.e.,unit).Organizationalpracticesare‘‘theories‐in‐use’’whichrepresentthetypicalbehaviors/proceduresadoptedbymembersofanorganization(Verbeke,2000).Datawerecollectedfrom54membersofthreeNorwegianhotelchainsandtwotouristdestinationsresultinginasampleof734employees.Theresponseratewas62%,andacheckofnon‐responseinasampleofhotelsrevealedthatthemajorityofnon‐responderswereparttimeemployees.Themeasurementinstrumentwasapen‐andpaperquestionnaire.Toassesspracticeweutilizeda21‐itemscale(afterrefinement)thatisbuiltonitemsdevelopedbyHofstede&al(1990)andvalidatedbySinghetal.(1996).Theitemswereadaptedtoemployeesofthehotelindustry.Weincludedfourjoboutcomesthatgenerallypredictperformanceandturnover:(1)organizationalcommitment,(2)jobsatisfaction,(3)perceivedjobperformanceand(4)intentionstostaywiththeorganization.Allfourwereassessedwithwellvalidatedscales.Acommonfactoranalysisofthe21itemssuggestedameaningfulfive‐factorsolutionaccountingfor57%ofthetotalvarianceoftheitems.Thefactorswerenamedbasedontheircontentandearlierfindings.Thefactorsandcorrespondingpracticedimensionsare:Professionalpracticesthatincludeworkethics,seriousness,trustandcooperation;Closedpracticesthatcompriseintolerantmanagement,longsocializationperiodsandcommunicationthatisnotopen;Job‐focusedpracticesthatincludefocusonthejobpeopleperform(andnotonthepersonperformingthejob),lowconsiderationforpersonalproblemsandlowinvolvementofemployeesindecisionmaking;Processorientedpracticesemphasizehowthingsaredone,includinggroominganddress‐code,whileCustomer‐orientedpracticesplacethecustomeratthefocalpointofdecisions.Initialanalysesshowthatthefivepracticedimensionsaresignificantlyrelatedtojoboutcomes.Thisimpliesthateffectivenessorientedhospitalitymanagementiswelladvisedtomonitoranddeveloptheorganizationalpractice.

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Internaljobsatisfactioninfluencingselectedfive‐starhotelemployees’

overalljobsatisfaction

Lisa‐MariCoughlan

Thenationalobjectiveto"provideexcellentpeopledevelopmentanddecentworkwithinthetourismsector"isahighpriorityofSouthAfricanTourism.Generally,thehospitalityindustryasasubsectorisnotregardedasaproviderofdecentwork.Theconsequencesofnotprovidingdecentworkcannotbeignoredasitcouldnegativelyimpactonbothemployeesandguestsalike.Internaljobsatisfactioncanbedefinedassatisfactionwiththetypeofjobemployeesperform.Thepurposeoftheresearchwastoidentifywhichinternaljobsatisfactionvariablescontributedtotheoveralljobsatisfactionofemployeesinselectedfive‐starhotels.Anewlydevelopedindexbasedontheliteraturereviewconductedwasusedtogatherquantitativedatafrom124employeesoffourfive‐starhotelsintheWesternCape,SouthAfrica.Feedback,recognitionandgoaldeterminationwasidentifiedasthemostimportantvariablesinfluencingemployees’satisfaction.Allthreevariablessignificantlyandpositivelycorrelatedwithoveralljobsatisfaction.Managersoffive‐starhotelscanenhancefeedback,recognitionandfreedomtosetindividualgoalstoimprovetheoveralljobsatisfactionofemployees.

ValuesOf/ForTheTouristIII.

Thevalueofexperiencesatamusicevent

JohnArmbrecht,TommyD.Andersson

Experiencevaluehasbecomethepreferredapproachtoanalysetourismandeventexperiences.Willingness‐to‐payforexperiencescanbeelicitedbyrevealedpreferencemethodssuchasthetravelcostmethodandinthisstudy,theexperiencevaluecreatedatathreedaylongmusicfestivalisassessedbythezonaltravelcostmethod.Thefunctionalformusedaswellastheassessmentofvisitors'travelcost,determinetheconsumersurplusfromtheevent.TheeffectsonthevalidityoftheTCMfromthreefunctionalforms,combinedwiththeeffectofthreewaysofdeterminingvisitors'travelcost,arestudied.ResultsillustratehowsensitiveTCMistothewaytravelcostisestimatedaswellastothefunctionalformusedandseveralcriticalissuesrelatedtothevalidityandreliabilityofTCMareraisedintheconcludingdiscussion.

Avisualanalysisofaculturaltourismdestination

KlaesEringa,SherryShenghanZhou

Visitorsofculturalsitesfrequentlyusevisualinformationtomaketheirchoiceforadestination.Theyusebrochures,books,TVprogramsandon‐linemoviesasvisiblemediators(Ooi,2002)tominimizeriskoftheplannedjourney.Becauseofthelivelyquality,"visualmaterialappearstobeespeciallymemorableandthesaliencethatthis

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confersmaymakeitparticularlyforceful"(Joffe,2008,p.85).Thisisespeciallyrelevantsince"thereisincreasingcompetitionforcustomers‐whohaveonlyalimitedamountoftime‐andgrowingcompetitionforcoveragebythemedia"(Aalst&Boogaarts,2002,p.208).

ThisresearchinvestigateshowarelativelyunknowntownthatiselectedasculturalcapitalofEuropecanusevisualmaterialstoattractvisitorsfromtotallydifferentareasintheworld.

Thestudyusesvisualcuesfortwopurposes:first,toevaluatethemotivatingfactorsthatleadtravellerswithdifferentculturalbackgroundtoselecttheirtraveldestination,andsecond,toexploretheinfluenceofvisualcommunicationinthepromotionofculturaltourismPauwels,2010).

Thestudyaimstoanswerthefollowingresearchquestions:

Isthedifferencebetweentravelers'originalcultureandthedestination'sasignificantmotivatingfactorthatleadstravelerstoselecttraveldestination?

Howdothevisualmaterialsimpactthetraveller'sdecision‐makingwhentheyplantheirtrip?

Thestudyispartofalongitudinalprojectthatwillmonitorchangesinexpectationsandperceptionofthedestinationfromthetimebeforethetownbecomesculturalcapitaluntiltwoyearsafterthatevent.ThesampleofthefirststudythatwillbepresentedattheNordicSymposiumconsistsofagroupofsome300youngprofessionalsinthecountryoforiginwhoworkinthemediaanddesignindustryandwhoarefamiliarwith,oratleastinterestedintheculturalfeaturesofthedestination.

Theaimofthefirststudyisprimarilytoinvestigatetheattractivenessofthedestinationingeneralandspecificallythequalityofthevisualmaterialthatisusedaspromotion.

Valuesintravelguidebooks:tourismandanti‐tourismtourism

AndersSørensen,VickiPeel

Thepurposeofthispaperistoexploretheinfluenceofthevaluesintravelguidebooksonthevaluesandself‐perceptionofindependenttourists.Manyofthemostpopulartravelguidebooksappealratherdirectlytovaluesthatcanbestbedescribedas'anti‐tourism'.Theyfrequentlydescribelocations,volumesandactivitiesofmass/packagetourisminderogatorytermswhile,conversely,usingtermssuchas"offthebeatentrail","unspoilt","laid‐back"or"travellers"todescribethequalitiesofalternativelocations,attractionsandvisitorsrespectively.Thisisinparticularthecasefortravelguidebooksofthekindthatboththeirpublishers,andacademics,term'alternative'suchasLonelyPlanet.However,whileresearchhasshownthatrecommendationsandcritiqueintravelguidebooksdoinfluence,andtosomedegreeregimentthedecision‐makingofusers,andwhilederisivewritings(fiction,journalistic,andsomeacademicwork)claimthatbackpackersandsimilarindependenttouristsuncriticallyacceptandappropriateanti‐tourismvaluesin

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theirself‐perceptionoftheirownactivities,littleresearchexistsonthesubject.

Basedoninsitufieldworkdata(interviewsandparticipant‐observationwith/amongindependenttourists),post‐tripcommunicationsandonlineevidence(blogsandforums),theissueisexploredwithafocusonthemostaccentuatedformofindependenttourist,themultipledestinationlong‐haulself‐organisedtouristwithouttheirownmeansoftransport.Inadoptingabackpacker‐liketravelstyle,itisamongsuchtouriststhatpreviousresearchhasmostclearlyfoundanti‐tourismvalues.However,whileourresearchidentifiedboththatguidebooksdoinfluencechoiceandthatthetouristsinquestiondoexpressanti‐tourismvalues,wealsofoundthattheanti‐tourismvaluesaremuchlessprevalentthanpreviouslynotedintheresearch.Moreover,wedidnotfindmuchevidencetosupportthattheguidebookswerethecauseofthetourists'existinganti‐tourismvalues.Instead,itseemsthattheanti‐tourismvaluesamongindependenttourists,andtheanti‐tourismvaluesfoundinguidebooks,arebothmanifestationsofasetofdeep‐rootedanti‐tourismvaluesintheWesternworld.

Conflictingrealitiesintouristdecision‐making:Personalvaluesor

socialpractice?

ClareWeeden

Persuadingholidaymakerstodemandamoreresponsibletourismindustryisamajorchallengeforthosekeentopromotesustainablepracticesintourism.Notingtheattitude‐behaviourgapoffersonlypartialexplanationforlowlevelsofdemandforresponsibleholidays,andacceptingthattouristmotivationisnotoriouslycomplex,academicsandpolicymakersarenowinvestigatingwaystoencouragebehaviourchangeinpursuitofreducingtourism’snegativeimpacts.Oneofthemoreprominentframeworksadoptedinpursuitofthisobjectiveissocialpracticetheory.Thisconceptassumesthatroutines,patternsandsocialpracticesineverydaylifeevolveandtransformthroughaninteractionbetweenindividualagency(attitudes,beliefsandvalues),andsocietalstructures(Dickinsonetal.,2010).Increasingly,holidaysandleisuretravelareviewedassocialpractices,asseeninrecentstudiesontouristperceptions’ofclimatechange(ibid).Intermsofindividualagencyhowever,holidaysareprimarilyopportunitiesforself‐actualisation,theframingandreframingofidentityandself‐concept,andexternalmarkersofanindividual’svalues,attitudesandbeliefs.Touristdecision‐makingisthusacomplexsetofpotentiallyconflictingrealities,especiallyattheintersectbetweenvalues,self‐conceptandsocialpractice.Itistherelationship,ornexusbetweenthesenegotiatedrealities,andhowtheyinformholidaychoicewithinthecontextofresponsibletouristbehaviour,thatisthefocusofthispaper.Thestudybeingreportedhereexploredthesignificanceofpersonalvaluesforidentityandself‐conceptinresponsibletouristdecision‐making,andconsideredpotentialconflictbetweenpersonalmotivations,holidaysassocialpractice,anddemandforresponsibletourism.Thepaperconcludeswithrecommendationsforthetourismindustryandideasforcontinuingresearch.

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Storytellingandvaluecreationinextraordinarytouristexperiences

DortheEide,FrankLindberg

Boswijk(2013)arguesthatweareina"transitionalstagefromaserviceeconomytowardsaneconomyofexperiencesoraneconomyofmeaning"(p.171).Thisdevelopmenthasleadtoanincreaseddebateabouthowtheconceptofvaluecanbeunderstoodwhenintangibilityandinteractionsdistinguishproductionandconsumption(e.g.Vargo&Lusch,2004;Grønroos,2012).Insteadofthetraditionalfunctionalfocusonvalue‐in‐exchange,contributionssuggestvalue‐in‐use(Vargo&Lusch,2008;Holbrook,1999;Prahalad&Ramaswamy,2004)wherethecustomerintegratesresourcesproposedbythecompanywithhis/herownresourcesduringtheexperience.Recentcontributions(Karababa&Kjeldgaard,2014;PeñalozaandVenkatesh,2006)arguefortheinterrelatednessofvaluewherenetworksofactors(e.g.media,agencies,communities)wouldinfluencethevaluecreationprocesseswithinwhichthevalue‐in‐useisconstructed.Assuch,value‐in‐useduringexperiencescanbeviewedas"abundleofmultiplevaluescreatedbythepractice"(Karababa&Kjeldgaard,2014:124)throughdynamic,subjectiveandcontext‐dependentprocessesonmicro,mesoandmacrolevels.

Tourism,experienceeconomyandconsumerresearchaddressextraordinaryexperiencesasmemorableexperiences,distinctfromeverydaylife,andcharacterizedbyhighintensityandintrinsicallyenjoyableexperiences(ArnouldandPrice,1993).Storytellingistheorizedasimportantforextraordinaryexperiences(Mossberg,2008).Wedonotknow,however,howstorytellingcancontributetothecreationofvalue‐in‐useduringandaftertotalexperiences,andwhatkindofvalue(s)storytellingcontributesto.

Thepurposeofthisworkistocontributewithnewunderstandingoftheroleofstorytellinginvaluecreationduringandafterextraordinaryexperiences.Thepaperisbasedonqualitativestudiesofexperiencebasedtourism(seakayaking,horsebackridinganddogsledding,perhapsalsofoodandculturebased),usingamixofsemi‐structuredinterviews,participatoryobservations,conversationsand/orwrittenmaterial.Analysesareconductedwithinandthenacrosscaseswithfocusonhowstorytellingasanintangiblebusinessresourceisintegratedbythetouristsresultinginvalue‐in‐useandvalue‐after‐use.

Theresultsshowhowstorytellingmaycontributetodifferenttypesofvaluethroughoutthe(extended)consumptionprocess.Letuspresentsomeappetizers.First,storytellingappearsindifferentformats.Itcanbedirectlylinkedtothepracticeathand(e.g.aboutactivity,people,animals/plants,landscapeorobject).Forexample,storiesrelatedtothepracticesofdogsleddingandthehandlingof(wild)AlaskanHuskiesareintegratedbytouristsintheprocessofdevelopingskillsandforimaginativepurposes(e.g.thelivesoftrappersandexplorers).Adifferentstoryformatcontributeswithentertainingmessages,whichcreatesaniceatmosphereinthegroup.Otherstoriesareentertainingbuthaveamoralunderpinning,suchaswhenaguidetellsstoriesofpreviouschallengesthatatthesametimesymbolizeswhatoneisnotsupposetodo.Second,thedifferentformatsofthestoriescontributetodifferentvaluetypes(e.g.emotional,epistemic,symbolic,nostalgic,communityandidentityvalues).

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Thepapercontributeswithnewknowledgeonhowavarietyofformatsofstorytellingarepartoftheconstructionofavarietyofvaluetypesthroughoutextraordinaryexperiences.Storiesmayhaveconsequencesforpractice,developingskillsandunderstandings,imaginationsandforconstructingintelligibleaccountsofthevacationbackhome.Insteadofalinearconceptionofvaluewearguethatstorytellingisdynamic,relationalandcontextdependentthroughoutextraordinaryexperiences.

ValuesInBusinessIII

TheruralhotelsinNorwayandtheflexibilitystrategy

AgnesBrudvikEngeset

InmanyNorwegianruraltouristdestinationshotelshaveexistedfordecades,someevengocenturiesback.Theyareoftenfamilybusinessesthatarepassedonfromonegenerationtothenext.AsdocumentedintheliteratureruraltourismhasbeengoingthroughchangessinceafterWWII.However,therearefewscientificpapersonhowruralhotelsinNorwayhavedevelopedoverthelastdecadesandhowtheyhaveadaptedtoshiftingenvironments.ThereisalsotodayapolarizationinNorwegianhospitaliybetweencityhotelswithgrowingcapacityandmarketshareandruralhotelsthatexperienceageneraldecline.Yet,someruralhotelsmanagetoperformwellandkeeptheirheadabovethewater.Thisstudylooksathowchallenges,suchaschangesinthemarketsituationoverthelastdecadesarereflectedintheproductdevelopmentofsmallandmediumsizedruralhotelslocatedinaNorwegianfjordregionwithlongtraditionsoftourism.Usingin‐depthinterviewswithhotelownerstheauthorexploreshowtheruralhoteliersadapttothesechallengesbyrefininganddiversifyingtheirproduct.Itseemstobeanoverachingstrategyofflexibilityamongtheruralhotelsintheproductionprocess.Beingflexibleinvariouswaysisalsoperceivedbythehoteliersasnecessaryskillinordertoovercomevariouschallengesthatoccurthroughouttheyears.Resilienceandadaptivecapacityisusedatheoreticalapproach.

Howpositivepeakexperiencescanbeusedasapowerfuldriverofinnovationintourism:exploringadifferentsourceofinnovationJohanLilja,IngridZakrisson,BoSvensson,MalinZillinger,RobertPettersson

Theimportanceoftourismexperiencesisacknowledgedbothinacademiaandinthetourismindustry.Fortourismpractice,theinitialcriticalquestionthenbecomeshowtocollectdataandgaindeeperinsightsontourismexperiences.But,evenmorecriticalforpracticeisthequestionofhowsuchdataandinsightscanbeusedtoactuallydriveinnovation,improvements,andultimatelycompetitiveadvantage.

Traditionally,changeanddesignprocesseshavetendedtofocusheavilyondataandinsightsconcerningproblemsornegativeexperiences.Typically,adesignprocesshad

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begunwiththeidentificationofthemostpressingproblems,experiencesorcomplaints,followedbyfindingandreducingtheirrootcauses.

However,severalfieldsofresearchhavenowshownabigpotentialforwhatcanbeseenasanoppositeapproach.Changeanddesignprocessesthatsystematicallyfocusonthepositiveor“peakexperiences”relatedtoasystemhaveshownimpressiveoutcomesindiversecontexts.

Thispaperaimstoexploreandcontributewithinitialinsightconcerningifandhowdataandinsightsonpositivepeakexperiencescanbeusedasadriverofinnovationandimprovementsinthespecificcontextoftourismoffers.

ThestudyisbasedonexperimentswhereteamsofdesignstudentsweregiventheassignmenttotestvarioustouristicoffersinmiddleSwedenastypicaltourists.Afterthetests,eachteamwasinstructedtoconducttwodifferentdesignprocessesbasedontheirexperiences.Inthefirstdesignprocess,named“MagicDesign”,thestudentssystematicallyusedthemostpositivepeakexperiencesfromtheirtestsasadriverofadesignprocessresultinginsuggestionsforinnovationandimprovementofthetouristicoffertested.Intheotherdesignprocess,named“TragicDesign”,thestudentsgottosystematicallyusethemostnegativeexperiencesinasimilarprocess.Finally,comparisonsweremadebetweenthesuggestionsforinnovationandimprovementsresultingfromthe“Magic”versusthe“Tragic”designprocess.

Theresultsofthestudyshowsthatthesystematicuseofpositivepeakexperiencesasadriverofdesignprocessesinthetourismindustrydidprovideuniqueanddifferentiatingsuggestionsforinnovationandimprovement.

Insum,thepapercontributeswithinsightsthatsuggestthatpositivepeakexperiencesfruitfullycanbeusedsystematicallyasdriversofinnovation,anddriversofdifferentiation,inthespecificcontextoftourismoffers.

Entrepreneurshipinexperience‐basedtourismfirm

EinarLierMadsen,OddnyWiggen

Entrepreneurshipinbusinessesisseenasimportantforemployment,growthandvaluecreationinsociety.Assuch,researchandknowledgeaboutentrepreneurshipisofgreatimportance.Intourismthestructuralchangeandtransitiontomoreexperience‐basedproducts(Sundbo,Orfila‐Sintes,&Sørensen,2007)demandentrepreneurialbehaviourtoimplementneededinnovations.However,withinthetourismindustryentrepreneurshipresearchseemstobeunderstudied(Li,2008)andvariousscholarshavecalledforresearchrelatedtoentrepreneurshipinthetourismsector(Cheng,Li,Petrick,&O'Leary,2011;Hjalager,2010).Thepresentstudyisoneofthefirstattemptstoexploretherelationshipbetweenentrepreneurialorientation(EO)(astrategicorientation)andentrepreneurialactivitiesexemplifiedbynumbersofidentifiedbusinessopportunitieswhichhavebeenattemptedrealizedwithinoroutsidethebusiness.

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Thestrategicorientationandagilityofthemanagersandemployeesareimportantforfirmsurvivalandgrowth.Researchwithincorporateentrepreneurshipemphasizesthatfirmscandevelopinternalenvironmentsthatstimulatescreativityandabilitytointroduceandharvestinnovations(Zahra,2005).Entrepreneurshipwithinexistingorganizationsisaboutintroducingproducts,processesororganizationalpatternsinnewcombinationsaheadofcompetitors,andintakingriskstowardsspendingresourcesandinlaunchingnewstrategiesinthemarket.Miller(1983)suggestedthatafirm'sdegreeofentrepreneurshipcouldbeseenastheextenttowhichtheytakerisks,innovateandactproactively.Webuilduponthisunderstandingandregardentrepreneurialorientation(EO)asthecombinationofthesethreedimensions(Covin&Slevin,1989;Wiklund,1999).EOisabouttheneedfororganizationstodevelopanorientationthatallowstheirindividualsandteamstoengageinentrepreneurialstrategymaking(Covin&Slevin,1991;Lumpkin&Dess,1996),andhasbecomethemostwidely‐usedconceptwhenexaminingentrepreneurialfirmsandorganizations(Rauchetal.,2009).Toexamineourresearchquestions,wecollectedsurveydatafromexperience‐basedtourismfirmslocatedinnorthernNorway,midNorwayandtheNorwegianwestcoast.However,firmsinnorthernNorwayconstituteapproximately75percentofthesample.Adatabasecontaininge‐mailaddressesto693firmswassubsequentlyestablished.Ane‐mailsurveycontainingmeasuresofentrepreneurshipandinnovation,etc.wassubmittedtotheidentifiedfirmsduringspring2012.After3reminders,weendedupwith201firmentriesinourdatabase,aresponserateof29percent.Ofthese,73firmshadincompleteanswerstooneormoreofthequestionsutilizedintheanalyses.Thisgivesusatotalof128firms(19%)fortheanalyses.TheprimarycontributionofthispaperistohighlighttheinfluenceofEOonentrepreneurialactivitiesmeasuredasidentifiedbusinessopportunitieswhichhavebeenattemptedrealizedwithinoroutsidethebusiness.BytestingtheserelationshipsweshowthattherearepositiveandsignificantrelationshipsbetweenEOandthesetypesofentrepreneurialactivities.Thismeansthatbusinesseshavingahighlevelofthisstrategicorientationaremorelikelytoattempttorealizenewbusinessopportunities.

TheprofitabilityoftourismbusinessesinNorway

NigelHalpern

TourisminNorwayhasexperiencedlong‐termgrowthandhasbecomeakeysectoroftheNorwegianeconomywithprospectsforfuturegrowthandvaluecreationhowever;theextenttowhichtourismbusinessesderivevaluefromitisuncertain.Thisisimportantfromasustainabilityperspectiveiftheindustryanditsbusinessesaretocontinuetogrowandaddvalueintermsofwealthandproductivitybutalsosafeandqualityexperiences.ThisstudyinvestigatestheprofitabilityoftourismbusinessesinNorway.Financialdatafor2012isextractedfromthenationalregisterfor8493businessesinfivetourism‐relatedsectors:passengertransport,accommodation,foodandbeverage,travelandtourism,andleisure.Profitabilityratiosareusedtomeasuretheuseofassetsandcontrol

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ofexpensestogenerateanacceptablerateofreturn.Aliquidityratioisusedtomeasuretheavailabilityofcashtopaydebt.Thestudyfindsthattotalturnoverhasincreasedasmorebusinesseshaveenteredtheindustryhowever;averageturnoverin2012was17.371millionNorwegiankroner.Thishasdecreasedfrom18.833millionin2011and18.866millionin2010.Forty‐fourpercentofbusinesseswereloss‐makingin2012whileafurther42percentmadeaprofitoflessthan500,000Norwegiankroner.Ingeneral,tourismbusinessesgenerateweakratesofreturnandhavelowlevelsofcashtopaydebt.Approximatelyhalfofallbusinesseshadoperatingornetprofitmarginsoflessthantwopercentin2012,56percenthadlessthansixpercentreturnoncapitalemployed,34percenthadlessthantenpercentowncapitalshare,and40percenthadaliquidityratiooflessthanone.Long‐termgrowthandthepotentialforfuturevaluecreationmeansthatnationalandregionalpoliciesoftenseektopromotetourisminNorway.Thismayhelptoincreasevaluecreatedbytheindustryasawhole,however,itdoesnotnecessarilyincreasevalueforindividualbusinesses.Indeed,theprofitabilityofindividualbusinessesmaydeclineasthenumberofbusinessescontinuestogrow.Policiesthereforeneedtohaveastrongfocusondevelopingamoreprofitableindustryfromtheperspectiveofindividualbusinesses,andmonitortrendsovertimeandinresponsetoanychangesinpolicy.

Doesgenderaffectthelevelofcashholdingsintourismfirms?

MarkkuVieru

Usingfirmleveldataoverten‐yearperiodfromFinnishtourismsectorwithmorethan15000firm‐yearobservations,thispaperstudiesusingvariouspaneldatamodelswhetherCEOs'genderaffectstheleveloffirms'cashholdingswhilecontrollingforsize,growthopportunities,profitability,leverage,liquidity,anddebtstructureofthefirm.Sincefemalesaregenerallyregardedasmoreriskaverseitishypothesisedthatfirmswhicharerunbyfemalemanagersaremorepronetohavelargercashbalance.Inlinewithhypothesisresultsindicatedthatfirmwithfemalemanagersholdsignificantlylargerlevelofcash.ThestudydemonstratesalsothattherehasbeenalmostamonotonicincreaseoffemaleCEOsinFinnishtourismfirmsduringthesampleperiod.Itisarguedthatmanagers'genderdifferencescanhaveeconomicconsequencestothedevelopmentoftourismbusiness.

Measuringtheefficiencyofheritageinstitutions:Acasestudyof

historicalbuildingsinCzechRepublic

ZdenekPatek

Currentsocietyviewsthepublicsectorasanareawhereyouthrowmoneyandwherethemanagementjustwastemoney.Withsuchaviewcanbefoundeveninthesphereofculture.Thegoalofthispaperistoshowthattherearewaysandmethodsthatcanbeappliedtopublicinstitutionsfortheireffectivemanagement.Itistheapplicationofevaluationsinthefieldofculturewhichinthefuturemaybringpositiveresultsineconomicunderstandingofculture.Cultureisoftenassociatedwithtourism,ofwhichthe

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largestshareistheculturaltourism.Themaincomponentofculturaltourismarevisitingmonuments.Thebasicquestioninconnectionwiththesightsthereforeiswhetherthepublicmanageoftheseobjectsisefficient.Justatutorialonhowtodeterminewhethertheadministrationofpublicinstitutionstheeffectiveextensionofthemonumentornotwewilldescribebelow.DataEnvelopmentAnalysis(DEA)isawidelyappliedtoolinefficiencyevaluationforpublicsector,yethasscarcelybeenputtouseinthecaseofhistoricbuildingsuchascastlesandpalaces.Thearticleisresponsetothegrowingneedtomeasureperformanceinallformsofpublicmanagement.ThepurposeistosuggestwaysinwhichitispossibletomeasuretherelativeperformanceofactivitiesofculturalmonumentsontheterritoryoftheCzechRepublic,andalsotoconsiderwhetherUNESCOaremoreeffectivethanclassicalmonumentsornot.Scientificplanisbasedonthebeliefthatcastlemanagershouldbemanagehistoricalmonumentforthepurposeofachievingcertainresults.

Special Track: Alternative Ontologies and Epistemologies for Tourism

andHospitalityStudies

Thesubjectofwelcome

EmilyHöckert

Duringthelastdecadeslocalparticipationhasplayedanimportantroleinthesearchforresponsibility,sustainability,povertyreduction,environmentalconsciousnessandinterculturalunderstandingwithintourismdevelopment.Despitetheemancipatoryintentionstopromotemoreinclusivepractices,tourismexpertstendtopointouttheinadequaciesoflocalinterestsandconditions,amongotherlimitations,asseriousdrawbacksofprogress.Whilethisfrustrationhasturnedintowiderscepticismabouttherealpossibilitiesofcommunity‐basedapproachesintourism,theacademicliteraturehasdrawnonlylimitedattentiontothevaluesandontologiesbehindtheideaofparticipation.Insteadofdiscussingabouttherelationalmodeofparticipating,ofbeinganddoingtogether,thescholarlydebatesparadoxicallycelebratetheindividualfreesubjectastheprotagonistofinclusionandsocialjustice.Inthissense,theparticipatoryparadigmmightbesomewhatmaintaining,insteadofbridging,thesubject‐objectdivisionsbetweenselfandother.

ThisconceptualpaperformspartofalongitudinalstudyonruraltourismdevelopmentinNicaragua,whichweavestogetherthediscussionsofhospitality,subjectivityandparticipation.Drawingonphenomenologyandpost‐colonialcriticism,thepaperfocusesonenvisioningalternativestocontemporaryencountersintourism,developmentaid,andacademicresearch,throughthenotionofhospitality.Inordertoexplorethe‘other‐orintedness’inhospitality,theapproachbuildsonJacquesDerrida’sandEmmanuelLevinas’discussionsonwelcome–onethicalsubjectivityasopennessandreceptivity

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towardstheother.ForLevinas,subjectivityisalwaysrelational:meaningthatitisalways‘theother’whocansaythefirst‘yes’.Insteadofprovidinganswerswhethertourismcanorcannotpromotewell‐beingoflocalcommunities,thepaperencouragesustoaskhowrespectingthepriorityofthewelcomeoftheother,overtheresponsibilityfortheother,couldopenupspacesformoreethicalrelationshipsinthespheresoftourism.

Fixyou:theemergenceandconsequencesofpost‐disastervolunteer

tourism

ChrisMcMorran,HarngLuhSin,XuejuanZhang

Sichuan,Haiti,Tōhoku,Yolanda:thesenamessignifydisastersthatclaimedtensofthousandsoflivesandtriggeredglobalconcernfortheirhumanitariancrises.Intheimmediateaftermathofthesedisasters,statespledgedaidandorganizationsliketheInternationalRedCrossandMédecinsSansFrontièresprovidedrelief.Inaddition,individualsjoinedfundraisersanddonatedtocharitiesinordertoshowtheyvaluedthelivesofstrangershalfwayaroundtheworld.

Forsome,however,actingatadistancewasnotenough.Althoughtheylackedspecializedtraining,localcontacts,andlanguageskills,manyindividualsfoundanewmotivationfortravel‐‐togoandhelpinthewakeofdisaster.Onlybyvisitingthesiteofdisasterandfixingthelivesofotherscouldtheyadequatelyshowhowmuchtheycared.Onlybyactivelydoingreliefworkcouldtheytrusttheircarewaseffectiveandethical.Thepost‐disastervolunteertouristwasborn.

Inthispaperwedescribetheemergenceandconsequencesofpost‐disastervolunteertourism.Wehighlighttheneoliberalideasofindividualresponsibilityanddistrustofexistingstatesandinstitutionaldisasterresponsethathaveledtomorepersonal,embodiedresponsetonaturaldisasteraid.Weemphasizethetourisminfrastructurebeingdevelopedtoaccommodatepeople'sdesirestohelpthoseinneedandpointoutthedifferencesbetweenthisandotherformsofvoluntourism.Todoso,wedrawonresponsesbytouristsandtouroperatorstoboththe2008GreatSichuanEarthquakeinChinaandthe2011EastJapanGreatEarthquakeandTsunamiinJapan.

Asweshow,people'sreactionstorecentnaturaldisastershavehelpedproduceatravelinfrastructurethathasnotonlycommodifieddisasters,butwillbepreparedandwaitingforthenextone.Asglobalclimatechangethreatenstoincreasethefrequencyandmagnitudeofnaturaldisasters,tourismandhospitalityspecialistsmustbegintocriticallyanalyzepost‐disastervoluntourism.Thispaperisaninitialforayintothistopic.

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Auto‐touristography–therelationalpositioningoftheresearcher‐

touristinthevalues,frameworksandscalesofmasstourism

VilhelmiinaVainikka

Masstourismisoftenperceivedintourismresearchasaunanimousandtaken‐for‐grantedcategory.Researchersemphasizethemselvesasseeminglyobjectiveknowledgecreatorsandevaluatorswhoworkfromahierarchicalresearcherposition.Thesefactorshaveaneffectonthewaysmasstourismisdefinedandinterpreted.However,severalscholarshavearguedthatmiddle‐classvaluesandattitudesoftheresearchcommunityandtheusedframeworksareinadequate(e.g.AntonClavé,Aramberri,Crick,Hall,Löfgren,Obrador,Sharpley,Wheeller).Inthispaper,myinterestisinthegapbetweenthemasstourismpracticesandtheways,inwhich’scientific’knowledgeisproduced.Iarguethatitisimportanttoreflectcriticallyonthepositionalityoftheresearcherinrelationtothephenomenonandthechosentheoreticalapproach.Icallforsensitivitytodifferentpowerasymmetriesandsocio‐culturalcategories(e.g.gender,class,nationality,profession,education)whichtheresearcherisnotfreefrom.Drawingfromhumangeographicalandtourismresearchdiscussionsonsituatedknowledge,spaceandscale,thispaperapproachesmasstourismwithaframeworkinfluencedbytheautoethnographicmethod.Iwilldiscussauto‐touristographyasameanstoexplorethecomplexrelationshipbetweentheresearcherandthespatialphenomenonofmasstourism.Insteadofevaluatingothertourists,theresearcherevaluatesherself/himselfasatourist;creatingadialoguebetweenmacro(mass)andmicro(tourist‐researcher)scales,and’self’asamemberof’theothers’(tourists).Iwanttostressmasstourismaspersonallyandsociallyconsumedandtocreateadialoguebetweenexperiencesandmeanings,everydaylifeandtourism.Iexploretourismexperiencesasshort‐term(ratherunsystematicembodied,sensuous,emotional,meaningful)visitswheresensingtheplaceisfoundedonearlierexperiences.Ialsoaddressthequestion:howto’record’/’report’thetourismexperiencesinthemostsuitablewayforthetourist‐researcher.Therelationshipsbetweenthetouristroleandmylifestoryingeneralasdynamicrolepositions(daughter,adult,partner/wife,mother,student,travelagent,researcher)areconsidered,aswellas,therelationsinregardtomasstourism,everydaylife,education,jobandresearchdimensions.Thetripandplaceconsumptionarescrutinizedasaproductofthesemanydifferentrelations.Theworkwiththisexperimentalpaperisataninitialstage,butitalreadygivesideasonhowthisframeworkcouldbeusedtocreateadialoguebetweendifferentperspectivesintourismandcreatealternativeinterpretations.Althoughmasstourismisalargescalephenomenon,itisalwaysalsoapersonalandrelationalsocialpracticethatistiedtoplacesandpeople,interwoventothefabricoflife.Bymakingitpersonal,andthinkingabouthowtheresearcherhasformedarelationshipwiththetheme,itismoredifficulttoputitinpreviouslydefinedrigidframesthatcreatedthegrandstoryofmasstourismdestinationsortourists.

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Topologicalreflections:marketinglandscapesfortourists

EdwardHákonHuijbens

“Themeanestguesthasthekeenesteye”isW.H.Auden’stranslationofawell‐knownsayinginIcelandic.Thispaperdealswiththewaysinwhichdestinationsarepresentedtotouriststhroughmarketingcampaignsandhowthetourististobereflexivelyco‐optedintheprocess.Thepaperwillshowhowmediawillpromotecertainthemes,thatbecometropesuponwhichmarketingauthoritiespickup.Throughthesedestinationsaregivenvoiceandagency,enablingthemencounterswiththevisitingtourist.Theworkthatgoesintogivingdestinationsthisvoicehoweverentailstheexertionofforceuponthedestination,moldingitintomarketableform.Drawingontopologicalimaginariesandvitalistgeo‐philosophy,thepaperwillconceptualizedestinationsasmalleableandcontinuoustakingondifferentformsastheyentermarketingmedia.Theforceexerteduponthedestinationbecomesthefocusoftheanalysisasitisthroughthisthatanencounterwiththevisitorcanbefacilitated.Thewellspringofthisforceisthedemandformarketabilityandthegenerationofsurplusinmoderncapitalistexperienceeconomy.ThischargesthepotentialencounterswithcontroversiesthatthepaperwillconcludebysummarizingwithexamplesfromIceland.Akeycontroversytoemergeistheconstructionofthe‘enlightenedtourist’anavataroftheIcelandicmarketingauthorities.Whilstmarketingproponentswillarguethistouristfacilitatessustainabletourismbygivingtravelvaluethroughcommodification,thechannelforenlightenmentremainsanarrowone.Thekeeneyeofthereflexiveguestremainsameanone,renderingtourismassituatedpoliticsanddestinationsasnon‐representable.

Relationalontologiesandepistemologiesintourismstudies

SoileVeijola

Thepaperistheoreticalinnatureanddiscussesalternative,relationalontologiesandepistemologiesofproducingknowledgeabouthospitalitiesandmobilitieswithinthefieldoftourismstudies.Ratherthanturningtheresearcherintoatransparentfigureintheresearchtext,throughwhichtherealitiesofthephenomenaintourismcanbeunderstoodandprocessed,thepaperoutlinesadifferentapproachonknowing,knowledge,knowersandwhatisknown.Intheframework,firstly,theresearcherisconceivedofasanactorwithnewroleswithintheactor‐networkoftourism‐being‐activated‐in‐places.Secondly,theexistenceofaknowledgeformationoftourismresearchisdepictedashavinganeffectontherealitiesofthetourismindustry,beingpartofitssocialandculturalcontexts,legitimationandeducationsystems,whichcreatesaneedforacriticalexaminationoftheroleofthisprofessioninsociety.Third,theveryideaofproducingknowledgeabouttourismasanactivityofasingularagentisproblematizedwiththehelpofthenotionsofco‐ontologiesandco‐epistemologiesinspiredbyJean‐LucNancy,GeorgSimmelandthenotionof"disruptivetourism"launchedbythewritingcollectiveof"TheCampers".Thepapercontributestothetourismtheoryandresearchbyarticulatingwaysinwhichethicalbeing‐withcanshaperealitiesinbothtourismanditsresearchinthefuture.

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SpecialTrack:TheFood‐PlaceNexusII

Astudyonthenatureofthefoodtourist’sexperience:thetourist’s

viewpoint

SandhiyaGoolaup,LenaMossberg

Foodisincreasinglybeingrecognizedasanintegralpartofthetouristexperienceandsometimesitisoneofthekeyreasonsfortravelerstovisitaparticulardestination.Eventhough,theimportanceoffoodintourismexperiencehasbeenwidelyacknowledged(e.g.,Kimetal.2009;Changetal.2011)researchhasyettotakeaholisticapproachtounderstandthenatureofthefoodtouristexperience.Severalauthorshavelookeduponfactorsinfluencingtheexperienceofamealinarestaurantorthenatureofthewinetouristexperience.Forinstance,inastudyconductedbyCharters(2006)itwasfoundoutthatthewinetouristsseekexperiencewhichcomprisedofaninteractionbetweenthenaturalsetting,wine,food,culturalandhistoricalinputsandthepeoplewhoservicethem.However,itisnotclearwhatmakesupafoodtouristexperience.AccordingtoHallandMitchell(2001),thefoodtouristsareprimarilymotivatedbythedesiretoexperiencetheproduceofaspecificregionoraparticulartypeoffood.Hence,animportantquestionremains;isfoodthemainelementinthefoodtouristexperienceorisitotherfactors?Sofar,thisaspectofthestudyhasnotreceivedsignificantattention.Anunderstandingofthisparticularphenomenonisimportantasitprovidesanin‐depthunderstandingofwhatthefoodtouristsarelookingfor.Itcanalsohelpdestinationmarketersinthedevelopmentandpromotionofgastronomicexperience.Toobtaininsightonthefoodtouristexperience,thestudyreliesonobservationsandin‐depthinterviewswith16foodtouristswhovisitedanoysterbarsituatedontheWestCoastofSweden.Theresultsuggeststhatthefoodtouristslooknotonlyforfoodbutratheranamalgamofothercomponentswhichcontributesignificantlyintheirfoodtouristexperiences.Resultfromthisstudyfurtherindicatesthattheatmosphere,host,product,storyandtheme,learning/educationalandsocialaspectallcontributeequallyinthefoodtouristexperience.

Placing’thelocal’intheruralfoodexperience

JosefineÖstrupBacke

Theroleof‘thelocal’inruraltourismhasbecomeincreasinglyimportantduringlatestyears.Notjustlocalfoodandlocallyproducedfoodproducts,butalsovariousfoodrelatedexperiences,suchasfarmvisits,fruitorherbfieldsafaris,coursesincheesemaking,chocolatemaking,orasparaguspicking,havebecomeimportantingredientsinwhatthecountrysideoffers.While,ontheonehandtheconsumersseekuniqueandauthenticfoodexperiences,theprovidersoftheseexperiences,ontheotherhand,needtobeinnovativeintheirofferingsinorderTheroleof‘thelocal’inruraltourismhasbecomeincreasinglyimportantduringlatestyears.Notjustlocalfoodandlocallyproducedfoodproducts,butalsovariousfoodrelatedexperiences,suchasfarmvisits,fruitorherbfieldsafaris,coursesincheesemaking,chocolatemaking,orasparaguspicking,havebecomeimportantingredientsinwhatthecountrysideoffers.While,ontheonehandthe

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consumersseekuniqueandauthenticfoodexperiences,theprovidersoftheseexperiences,ontheotherhand,needtobeinnovativeintheirofferingsinordertomeettheseneeds.Hence,placeattachmentisonetooltomaketheruralfoodexperienceunique,notonlytotheconsumersbutalsototheprovidersthemselves;byplacingthelocal,foodproviderscanputforwardtheveryuniquevaluesoftheirproducts,theirculture,story,andidentity.

Theaimofthisresearchpaperisthustostudyhowplaceisconstructedthroughlocalfoodandfoodexperiences,butalsotoconsiderhowtheseproductsandexperiencesaremutuallyconstructedthroughplace.Throughanethnographicapproach,IexplorehowmembersofaculinarynetworkinSouthernSwedenusethreedifferentstrategiesinordertoplacethelocalintheruralfoodexperience:distance,origin,andstorytelling.Byapplyingtheseplacingstrategies,thenetworkmembersconstructplaceindifferentways,reflectingthevaluesthatareuniquetothefoodproductsandexperiencesoffered.

Theresearchisofqualitativenatureandimpliesobservationsandethnographicinterviews,aswellasstudiesofrelevantmarketingmaterialandwebsites.Theempiricalmaterialisanalyzedinrelationtotheoriesofruraltourism,theconstructionofplace,andidentitywork.Preliminaryresultsindicatethattheplacingofthelocalisnotastaticactivity;ratheritispartofadynamicprocess,wheremeaningsandperceptionsofi.e.local/non‐local,nearby/distant,andunique/ordinary,arecontinuouslyweighedandnegotiated.Also,theplacingofthelocalseemstoplayanimportantroletothenetworkmembersasacommondenominatorinaprocessofidentification.

Themaincontributionoftheresearchpaperistoenhancetheunderstandingofthedifferentprocessesinwhichplacesareconstructed,andtobringforwardthemultifacetednatureoftherelationshipbetweenlocalfoodandplaceinparticular.Finally,theempiricalfocusonarural,culinarynetworkemphasizestheimportanceofcollaborativeeffortsintheseprocesses.

Professionalizationofhospitalityandculinaryarts

LotteWellton,IngerMJonsson,UteWalter

Theresearchtopicsarefoodandmealexperiencesinsmallrestaurantsandlodginginruralandurbandestinations.Themaininterestsareintheprofessionalizationofhospitalityandculinaryarts.Todiscusshowsmallbusinessownersandstaffinrestaurantsandlodgingcanevolvetheirworkingprocedureswithfocusonqualityandprofessionalisminhospitalitytodeveloptheirestablishmentsandsurviveinthehospitality‐industry.ThisethnographicalstudyisinspiredbyGaryAllenFineswork,thatpointsouttheorganizationoftimeandplaceascentralforkitchenlabour.Regardingthecraftsmanshipindiningrooms,Goffmansclassicalworkondramaturgicalperspectivesisstilluseful.Themainfactorsintheeverydayconditionsoftherestaurantowner/staffcanbeexplainedbytheconceptoftheFiveAspectsMealModel:theproduct(foodandbeverages),theroom(theshapingofthediningroom),themeeting(serviceencounter),themanagement

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controlsystem(financial,businessandlegalaspects),andtheatmosphere(theoverallexperience).Theresearchperspectiveinthestudyisbuiltonbothscientificandpractical/aestheticknowledgewithimpliestheuseofthetacitdimensionofrestaurantworkandthusapplyinganinsiderperspectivetounderstandthedailypracticeofhospitalityandtheshapingofthemealexperience.Thestudyconsistsofinterviewsandfieldstudies,11smallrestaurantandaccommodationownersinatouristdestinationandstaffinasmallluxuryhotelandrestaurantinanurbanenvironment Thesimilaritiesinhospitalitybetweentheruralandurbanestablishmentsarethecaringabouttheguestandtheattempttomakeorthemakingofattractiveandqualityofferings.Buttherearedifferences,theruralrestaurant/hostelowners:

• areoftennon‐professionals• havingdifficultiesinrecruitingexperiencedstaff• arehandingovertheresponsibilityoftheservicemeetingtounexperienced

staff• anddolimitedornoplanningandevaluation

incontrarytheurbanluxuryhotel/restaurantpersonnel:

• havehighqualityintheoverallexperienceofservice,mealandaesthetics• haveuniversityeducationinMealscienceandCulinaryArtsandvast

practicalexperience• haveparticipatoryleadership• haveinternalcommunicationamongstaffandexternalcommunicationto

guest• dolongtermplanning

Theruralsmallrestownersareanimportantpartofthetouristdestinationsandtouristmealexperiences.Theirunprofessionalstructureoforganizationcombinedwithextremelylongworkinghours,duetotheseasonandtherestaurantworkorganization,maketheirmealandhospitalityofferinglimitedandlesscompatible.Theurbanrestaurantpersonnelhaveastructuredcommunicationandalong‐termplanning.Thisisduetoprofessionalismbothfromtacitknowledgeandlongexperienceaswellasuniversityeducation,whichcontributestomuchhigherdegreeofhospitablenessintheiroffering.

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Destinationfoodscape‐defined,modelled,andanalysed

PeterBjörk,HanneleKauppinen‐Räisänen

Thisstudydefines,modelsandanalysesthedestinationfoodscapeconceptandbydoingsocontributesbothtotheservicesmarketinganddestinationdevelopmentliterature.Inaddition,ithasaclearmessagetothoseinchargeofdestinationmarketing.TheservicescapeconceptintroducedbyBitner(1992)toexplainantecedentstoandconsequencesofthephysicalsurroundingofserviceencountersonconsumerandemployeeresponsehasbeenprovedusefulinalargerangeofsettings(e.g.Zeithaml,Bitner&Gremler,2006).Thisisevidencedbythemany“scapes”likeshipscapes(Kwortnik,2008),sportscapes(Lambrechtetal.,2009),cyberscapes(William&Dargel.2004),tastescape(Hjalager&Richards,2002),smellscapesandsoundscape(Dann&Jacobsen,2002).Notyetdefined,modelledoranalysedisthe“destinationfoodscape”concept,whichtakestheserviceencounterapproachtothenextlevel,byfocusingonnestedfoodexperiencesonadestination.TheservicescapeconceptwasintroducedtothefieldoftourismbyanearlyworkofClarkeandSchmidt(1995),whointhesamewayasBitner(1992)sawthegapbetweenmarketingliteratureandenvironmentalpsychology,andaskedforabroaderunderstandingoftheserviceencounter.FollowingtheleadofQuanandWang(2004)andO´Dell(2005),whointroducedtheexperienceconcepttothefieldoftourism,Mossberg(2007)identifiedfivecategoriesoffactorsinfluencingtheconsumerexperience.Sheconceivesexperiencescapesasablendofinputsfromdifferentactorsandactivitiesthroughoutthewholejourney.Thisimpliesthatperceiveddestinationfoodscapeisaholisticconstructfoundedonasetofmemorablefoodexperiencesentour.Arguingthatthedestinationfoodfoodscapeconceptseemstobeuncoveredbypastresearch,theaimofthisstudyistoelaborateonthedestinationfoodscapeconceptbypresentingatentativedefinitionbasedonservicemarketing,tourism,andtourismexperiencetheoriesmergedtogetherinaframework.Furthermore,thisstudyoffersnovelinsightintohowtouristsperceivethefoodlandscapeonadestination.Aqualitativeresearchapproachwasdeemedsuitableinthisexplorativestudy.Informedby30personalinterviewsweconcludethatdestinationfoodscapeisanindividualandsubjectiveconstruct.Itisanexperiencewhichtakesinfluencefromstagedservicesfortourists,i.e.in“experience‐centricservices”(Zomerdijk&Voss,2010).Inaccordancewithpastresearch,travellerspayattention–inrestaurant–towhatisserved,howitisserved,othercustomers,andtheatmosphere.Inaddition,thefindingsrevealthatthatdestinationfoodscapeexperiencesareinfluencesbyfoodcultureonadestination–experiencedonmarketsandinstreets.Thestudyfoundthatthesetwodomains(theservicedomainandtheeverydaydomain)areinterlinked.Onetheonehand,integrationappearswhilevisitingwineyardsandbrewery.Ontheotherhand,itoccurswhentravellersuserestaurantsandcafésasobservationpoststowatchstreetlife.Asitappearsexperiencinglocalfoodcultureisa“hotspice”ofadestinationfoodscape.Fordestinationmanagement,localfoodculturehastobeopenedupfortouristsinalltypesofencounters,stagedandmundane.

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Image,experienceandproduction:strategiesfordevelopingthevalue

offoodtourisminDenmarkandEngland

HenrikHalkier,LauraJames

Inanytouristdestinationfoodisimportantinthesensethattravellinghumansneedsustenance,butfoodisoftensourcedthroughinternationalsupplychainsand/orlocalculinarytraditionsplayalimitedroleintouristexperiences.Incontrasttothis'feedingtourists'paradigm,foodtourismisdefinedastravelinformedby"thedesiretoexperienceaparticulartypeoffoodortheproduceofaspecificregion"(Hall&Sharples,2003:10).Insomelocalities‐e.g.Tuscany‐foodtourismiswell‐established,butinmostEuropeanregionscross‐sectoralrelationsareeitherlimitedornotsystematicallyexploited(TherkelsenandBlichfeldt,2012).Nonetheless,connectingtourismandfoodhasapowerfulappealtopublicpolicy‐makersinruraldestinations.Offeringregionalproductsandculinarytraditionstovisitorshasthedualvalueofaddinganewcomponenttotheimageofthetouristdestinationwhileatthesametimecreatingadditionaleconomicactivityinandaroundthedestination.

Asinotherareasofpublicpolicy,translatingideasintosuccessfulactiononthegroundis,achallengingendeavour(JamesandHalkier,forthcoming).Inordertocreatesynergiesbetweenlocalfoodandtourismdevelopmentinruraldestinations,specificproductsorculinarypracticesmustbeproducedinordertobepackagedfortouristconsumption,provisionmustbeorganisedsothatexperiencesareaccessibletovisitorstothedestination,theirattractionmustbecommunicatedtoexistingandpotentialvisitors,andtheymustofcoursebeindemandbytouristsinordertobeeconomicallyviablefromalong‐termperspective.

Inordertorealizefood/tourismsynergies,governanceinstitutionsandtheirstrategiesneedtobealignedbetweenthetwosectors,andthispaperprobestheextenttowhichthishashappenedintwonorthEuropeandestinations‐EastSuffolk(England)andNorthJutland(Denmark)‐bycomparingthegovernanceset‐upsandthestrategiesadoptedbypolicymakers,DMOsandsectoralorganisations.Bothdestinationshavebeenpromotingthemselvesas'foodyplaces',andthepaperisbasedonin‐depthinterviewswithanextensiveseriesofpolicy‐makersandkeyprivateactorsinthefoodandtourismsectorsinthecase‐studydestinationsaswellasanalysisofexistingpolicydocuments.Weidentifykeydifferencesandsimilaritiesintheapproachesadoptedtocreatevaluethroughfoodtourism,withNorthJutlandhavingpublicallyfundednetworksasakeycomponent,whileSuffolkseemstorelyonmoremarket‐basedformsofcoordination.Thefindingsareusedtodevelopatypologyoffoodtourismdevelopmentstrategies,emphasisingthedifferencebetweenthemainintendedlocusofchance(foodand/ortourismorganisations)andthetypeofchangeaimedfor(quantitative/qualitative).

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ValuesOfTourismForSocietyAndCommunitiesII.

Exploringthevalueofanevent:comparingconsumersurplus,

willingnesstopayandvaluesofsubjectivewellbeingforthePeace&

LovemusicfestivalinSweden

TobiasHeldt,RezaMortazavi

Understandingthevaluesandimpactforahallmarkeventiscrucialknowledgenotonlyfortheeventmanagersbutalsoforthepublicplannersofthehostregion.

Thepurposeofthispaperistoexploreandcomparevaluesofamusiceventusingontheonehandtwonon‐marketvaluationtechniques;andontheotherhandindividualmeasuresofsubjectivewell‐beingorhappiness.

Weusesurveydatacollectedfrom1005visitorstothePeace&LovemusicfestivalheldinBorlänge,Sweden,in2012.Thesurveycontainsquestionsabouttheactualbehaviouroftherespondentssuchasexpenditurepatternsandtravelbehaviourbutalsoquestionsonindividuals'subjectivewellbeing(SWB)andwillingnesstopay(WTP)forcertainfeaturesofthefestivallike"otherpeopleattending"andlengthforthefestival.ThesedataallowustoestimateconsumersurplusfortheeventbyapplyingthetravelcostmethodbutalsoaverageandindividualmeasuresofSWB.Thelattercanbeusedtoexplorecorrelationsbetweenindividual'sSWBandindividualsocioeconomiccharacteristicsbutalsoconsumerbehaviourpatterns.

Thepreliminaryfindingsofourstudyarethattheconsumersurplusvalueindicatesanoverallconsumervaluebetween27‐89MSEKforthefestival.Themeasureofhappinessshowsanaveragesubjectivewellbeingof7.94(likertscale1‐10)andcorrelationswithanumberofinterestingvariables.Thispapercontributestotheliteratureonvaluationoftourismandeventsbyhighlightingthepotentialforusingmeasuresofconsumersurplusincombinationwithactualvisitordataonpreferencestounderstandcurrentandfutureimpactandvaluesofanevent.

Sustainabilityindicatorsfortourism:FrameworkformonitoringindicatorsofsustainabilityinthetourismsystemVatnajökullNationalPark,Iceland KristínRutKristjánsdóttir

Worldwidenaturalperipheralareasarebecomingincreasinglymorepopularastouristdestinations.Subsequentlythenorthernperipheryregionsarelikelytoexperienceincreasedenvironmental,economicandsocialimpactoftourisminthecomingyears.Thereforeitiscrucialthatsustainabilityperformancemonitoringisincludedintourismdevelopmentinnorthernperipheryregions.ThestudythatwillbepresentedatthisconferenceisapartofalargerprojectwhichaimstodevelopaframeworkofsustainabilityindicatorsfortourisminVatnajökullNationalPark(VNP),Iceland.The

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specificaimofthestudyistoassesshowtourismstakeholderperceptionscanbeintegratedintodesignandmonitoringofsustainabilityindicatorsusingsystemicindicatorsystem(SIS).Therearetwogeneralmethodologicalapproachestosustainabilityindicatordesign:onethataimstoreducesustainabilityissuestomanageablegoal‐seekingentitiesofsustainabletourismand;onethatseesindicatorsascomponentsofadynamicsystemanddefinestheireffecttowardssustainabilityaccordingtointerconnectednesstootherindicators.TheSISmethodisaproductofthelatterapproach.Whileindividualissuesandproblemsrelatedtotourismneedtobedealtwithspecifically,monitoringshouldincorporatecontext‐specificconditionsandanoverviewofthetourismsystemasawhole.TheSISmethodwasappliedtosustainabilityissuesaccordingtotouristhosts,governmentalemployeesandnationalparkemployeesandrangersinnorthandwestterritoriesofVNP.Theresultsshowthatoutof18systemvariables‘seasonality’and‘employment’havethemostinfluenceonothervariablesandthusonthesystemasawhole.Thisindicatesthatonlyasmallchangeintouristseasonswillcauseastrongchangeinthetourismsystem.Meanwhile,‘destinationattractiveness’and‘localeconomy’areeasilyaffectedbyanychangeinthetourismsystem;andvariablesofthephysicalenvironmentwillexperiencelittleorlaggingchangeevenwithalargechangeinothervariables.Atwo‐dimensionalframeworkforsustainabilityindicatorsforVNPissuggested.Theframeworkinvolvesstakeholderinvolvementasinputintoevaluatingboththeindicatorvariablesandtheusefulnessofthemonitoringprocess.TheresultsoftheSISmethodwillbeusedtoidentifyandranksustainabilityindicatorsfortourisminVNPaccordingtotheirimportancewithinthetourismsystem.

Eurovision2014aspotlatch?Exploringmegaeventsascultural

demonstrationsofcomplexoutcomes

CarinaBregnholmRen,MortenKroghPetersen

Howtotellifaneventis‘worthit’?Inallitssimplicity,thisquestionoftentroublesinvestors,planners,localcommunities,politiciansaswellasresearchersinvolvedintheplanningandassessingofevents.Thequestionbringstotheforecomplexmethodologicalissues:first,howtodeterminewhatmightconstitutea‘good’outcomeand,second,howtodeterminewhichindicators,parametersandmetricsmightbeusedinmeasuringwhethertheseoutcomeshavematerializedornot(Petersen2009)?Thesedifficultiesarebecomingevenmoreintricateasthepublicandprivatesectorsincreasinglyjoinforcesinorganizinglargeevents,bringingquitedifferentdefinitionsof‘good’outcomestothetable.Inourpresentation,wearguethatsuchcross‐sectorialeventsmustnotpurelybeunderstoodasopportunitiesforprofit‐generation.Otherformsofoutcomesmay,weargue,beexploredthroughcareful,ethnographicstudiesofhowdifferentlogicsofvaluingintersectaseventscomeintobeing.

Inordertobroadentheconceptofvalueinrelationtoevents,weproposetoconsidertheeventaswhatanthropologistMarcelMaussentitledapotlatch(Mauss[1955]/1990).Atafirstglance,thepotlatchresemblesameaninglessritualofconspicuousconsumptionanddestructionofwealthandhence,its’worthwasseverelychallengedbyoutside(Western)bystanders.ToMauss,however,itcontainedarangeofintricateinternalandsituated

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logicsandnegotiationsofstatus,poweranddomination.WeusetheconceptofpotlatchtoexplorethedifferentlogicsofvaluingtheEurovisionSongContestheldinCopenhageninMay2014.

Throughitslinkingofcorporate,municipal,regionalandnationalactivitiesandinterestsanditsmanyoutreachschemeswithintourism,education,industrialdevelopmentandsustainability,numeroussub‐eventsandintensecollaborationbetweenanunconventionalarrayofactors(NGOs,schools,aprivaterealestatecompany,themunicipalityandtheregion),weproposetoseeEurovision2014asacross‐sectorialinnovationproject.Weshowhowtheintricatepublic‐privatecollaborationandtheattemptsatlinkingtheeventtoverydifferenttasksandobjectivesmadethevaluingofcollaborationoutcomesquitecontroversial.Throughourfieldwork,welearntthattheoutcomesforstakeholdersweremostoftennot(only)aboutgeneratingamonetarysurplus,forinstancebyattractingtouristfortheevent,butalsoaboutcreating‘muchmorethanasongcontest’.Justlikethepotlatch,thevaluewasnotalwaysdirectlyvisibleormeasurable.

Inconclusion,wediscusshowtheblurringofsectorialandinstitutionalboundariesisanincreasingchallengeintermsofestablishingaccountability,facingnotonlyeventsbutmoregenerallycross‐sectorialinnovationendeavors.Inourcase,differentdefinitionsof‘good’outcomesdidnotcomplywithusualwaysofvaluingeventsandtheiroutcomes.However,theconceptofpotlatchallowsustoexploreandacknowledgehowdifferentlogicsofvaluingmayco‐exist.Italsoshowsthatdifferentvaluesand‘worths’emergewhenweasresearchersengageinourresearchfieldinameticulous,carefulmanner.

Thevalueofcruisetourism–somecriticalissues

SveinLarsen,RouvenDoran,KatharinaWolff,TorvaldØgaard

Arecentlargescalestudy(Larsen,Wolff,Marnburg&Øgaard,2013)documentsthatcruisetouristsspendsignificantlylessthanothervisitorsatadestination.Thesefindingshavehoweverbeenvigorouslyattacked,opposedandcriticisedbystakeholdersrepresentingthecruiseindustry.Typicalargumentshavebeenthatcruisetouristswouldspendmoreifthereweremoreopportunitiestospend(thisargumentwasputforwardbythetradeministeremeritusofNorway,TrondGiske[1](BT,2013;NorwegianGovernment,2013)),andthatmanycruisetouristswillreturnasland‐basedtouriststoplacestheyvisitedduringtheircruise.Thepresentpaperaddressesthese,andafewothercriticalissuesraisedinthepublicandbythecruisesector.

ThedatainthisstudycomesfromtwosurveysundertakeninWesternNorwayin2012(N=4002)and2013(N=2104).Inthe2012‐study,tourists’expendituresonworkingdaysandSun‐andholydayswerecomparedtotestwhethercruisetourists(andothertourists)spendmoreonworkingdaysthanonholidays(whenshopsareclosed).The2013surveyexaminedtouristsrevisitintentionsaswellastheimportanceplacedonpricebycruisetouristsaswellasbyothertourists.

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TheresultsshowthatcruisetouristsaswellasothertouristsspendasmuchonworkingdaysasonSun‐andholydays,therewerenodifferences.Inadditiontheresultsindicatethatcruisetouristsaremoreinterestedinreturningascruisetouriststhanasland‐basedtourists;andamongtouristswhorevisitadestination,cruisetouristswhoreturnascruisetouristsareoverrepresented.Inaddition,ourresultsindicatethatcruisetouristsarehighlyconcernedaboutpricesatthedestination.Wediscusstheseresultsinlightofcurrentdiscoursesonvaluecreationincruisetourism.

Destinationbrandingincoastalcommunities:entrepreneurs’senseof

place

MiaLarson

Duringthelastdecades,Scandinaviancoastalcommunitieshavegonethroughindustrialdevelopmentinvolvingashiftfromtraditionalindustry,suchasfisheryandhandicrafts,totourism.Thishasledtonewconditionsforentrepreneurshiponthoseplaces.However,tourismhavedevelopeddifferentlyondifferentplacesintermsofhowwelltourismisintegratedinthecommunityandhowseasonalityisdealtwith.Thishastodowithhowentrepreneursareoperatingtheirbusinessesandtheirrelationshiptotheplace,which,inturn,contributestohowdestinationbrandsevolve.Inthisarticle,casestudiesofthreedestinationsontheSwedishwestcoast,Marstrand,BjörholmenandKäringön,showhowentrepreneurshiphasevolvedanditseffectontourismandtourismbrands.Theintentionistoelaborateonandunderstandtherelationshipbetweenentrepreneurship,senseofplaceanddestinationbranding.ThestudyispartofaInterregIVprojectcarriedoutduring2010‐2012.Anumberofdifferentstudieswasdone:expertinterviews,focusgroups,asurveycoveringthewholepopulationofthethreecommunities,workshopswithcommunityrepresentativesandin‐depthinterviewsofentrepreneurs.Johannison(2005)distinguishdifferentgroupsofentrepreneursconsideringthedrivingforcesfortheiroperations,i.e.whethertheentrepreneursareeconomicallyorsociallyorientedandwhetheritisbasedoncollectivismorindividualism.EntrepreneursonKäringönaretoahighdegreecollectivisticandsociallyoriented.Thereisastrongplaceidentity(cf.Lewicka,2008),whichisbasedonhistory,familyandthedependencetotheoceanandnatureandtheentrepreneurshipandthedestinationbrandistightlyconnectedtoit.Käringöncanbeseenasasuccesscaseintermsifsustainabletourismdevelopmentduetoitsalmostall‐year‐roundtourismanditsintegrationinthecommunity.

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SpecialTrack:TheWondersOfNature

Choreographiesoflightanddarkness:compositionsofnorthernlight

tourism

GunnarThórJóhannesson,KatrínAnnaLund

Tourismasanorderingcanbedescribedasadancebasedoncontinuouslybecomingchoreographyofdifferentparticipants,humanandmore‐than‐humanthatshapeattractionsanddestinations.RecentlytheNorthernlightshaveevolvedintooneofthemostimportanttouristattractionsduringwinterinIcelandandnorthernpartsofScandinavia.TheNorthernlightsareunrulyandmultipleandhavealwaysbeensubjecttovariouseffortsofunderstandingandinterpretation.Scientistshaveforlongbeeninterestedinexplainingthegeophysicaldynamicsofthelightswhilstlayknowledgehassoughtexplanationsthroughmythologicalnarratives.However,AuroraBorealiscannotbedisciplinedandthusremainsasmysteriousphenomenonwhichattractsinterestandprovidesinspiration.ThemagicoftheNorthernlightshasstartedtoprovidevalueforcontemporarytourismindustry.Thispaperwillfollowsomeofthecompositionsofnorthernlighttourismaspracticedthroughethnographicfieldworkduringthewinter2013‐2014.Wewillenterthechoreographiesoflightanddarknessastheyareperformedthroughvariousstepsandrhythmsbydiverseactors.Itisarguedthatwhilethenorthernlightscanbecomposedasaproductuptoapointtheyremainundisciplinedandthusopentoimprovisationandcontinuouscreation.Thisprocesscanbethoughtthroughasadancethatfluctuatesbetweenregulatedorderofstriatedspaceandcreativecapacitiesofsmoothspace.

Navigatingthestorm:embodiments,experiencesandreflectionsofnorthernlightsfieldwork BenteHeimtun,GunnarThórJóhannesson,TiinaKivelä,KatrínAnnaLund,NigelMorgan,

SeijaTuulentie

InthelastdecadetheAuroraBorealis(thenorthernlights)hasbecomeaprimarysoftadventureattractionindestinationsofNorthernScandinavia.InthispaperwedrawoninteractiveautoethnographytoexamineresearcherfieldworkexperiencesonthreenorthernlightstoursdepartingfromAlta,NorwayonastormynightinMarch2014.Threeteamsofresearcherssetouttoconductparticipantobservationsofnorthernlightstourismandtourguiding.Onlyteamonemetthatobjective;teamtwo'sjourneythateveningdevelopedintoaninterviewofthetourguideintheabsenceofothertourists;teamthree'stripwaspartiallycancelledasthestormpreventedthecruiseshippassengers,butnottheresearchers,fromreachingthebasecamp.

Regardlessofourownindividualparadigmaticormethodologicalorientationsweallactivelyshapeourresearchthroughthechoiceswemakeandaregivenandthewaysinwhichwedo/notarticulateresearchervoice(s).Inthispaper,wediscussourindividual

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andmultipleresearcherentanglementsandembodiedexperiencesofthatevening'sfieldwork‐ofthestorm,ofwitnessingandnotwitnessingthenorthernlightsandofdrivingthroughthewind,snowandice.Inparticular,wereflectuponhowtheforcesofnatureandtheresultantsevereweatherconditionsturnedthisformofsoftadventureintosomethingpotentiallydangerous,evokingemotionssuchasfearandanxiety,notonlyinthetourists/researchersbutalsointhetourguides.Throughournarrativesweshowhowscientificandresearchpracticeandproductionarealwaysintertwinedwithmultipleentanglementsintheongoinggenerationoftourismknowledge.Thesenarrativeswillchallengethedualisticperceptionoftourismresearchassplitintofieldworkandanalysis,insteadofferingaperspectivewhichrevealsthe'messy'workingsofenactingtourismresearchundertakings.

Closertothewhales;thestoryofcreatingWhalesafariatAndenes

ArvidViken,AnnikenFørde

WhalesafariatAndenesinvitesyoutoget“closertothewhales”.Originallyinitiatedbyenvironmentalistsandscientistsworkingonspermwhales,theideawastocombinewhalewatchingtourswithresearch.TodayWhalesafariLtd.hasbecomeoneofthemajorcommercialtourismactorsinNorthernNorway.Offeringwhalewatchingtripswithfullwhaleguarantee,theyattractabout15000touristsayear.AsapartofaresearchprojectonnortherndestinationswehaveconductedacasestudyoftourismdevelopmentatAndøya.Inthispaperweaddressthestart‐upanddevelopmentofwhale‐safari,themaintourismattractionontheisland.Applyingacriticalperspectiveonknowledgeconstruction,weinvestigatewhatthetypesofknowledgethathasbeencentraltotheventure,andhowknowledgeproductionandmediationhasbeenadominantpartoftheactivities.Thepapershowstheprocesseswherebywhatstartedasanaturalsciencebasecoinedwithenvironmentalismandlocalenthusiasmwasturnedintoacommercialbusinessorientation.However,theknowledgecomponentwasneverleftandhasgiventheattractionanon‐commercialanchoring,importantforitsreputationandmarketsuccess.Theattractionispartofglobalnetworksrelatedtowhaleobservationandconservation.Wealsolookintohowthelocaltraditionsforwhalehuntingclasheswiththeambitionsofbeingawhalewatchingdestination.

Definingadventuretourism

OutiRantala

Aguidedsnowmobilesafari–includingicefishingatwildernesslake,coffeeservedaroundcampfire,andnarrativesonlocalculture–inFinnishLaplandisoftenregardedasanon‐adventurousactivitysinceitishighlycommercialisedanditdoesnotrequirerisktaking.However,thiscategorisationturnsouttobeinsufficientwhentheactivityisexaminedfromtheperspectiveoftheguide.Theguideneeds,forexample,wildernessguidingskills,safetyskillsandknowledgeonlocalcultureandnaturebesidescustomer

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serviceskills(Rantala&Valkonen,2011;Valkonen,2011).Furthermore,BeedieandHudson(2003)haveclaimedthattheboundariesbetweenadventurousactivitiesandtourismhavebecomeblurred.Theycallforacademicresearchonadventuretourisminordertounderstandbetterthedemocratisationofadventurousactivitiesinthecontextoftourismandcontemporaryconsumerculture.Theculturaldifferencesininterpretingconceptssuchaswilderness,safariandnatureguidingillustratedifficultiesincapturingtheprocessofurbanisation,commodification,andimprovementoftechnologywhenexaminingadventuretourism.Understandingtheseprocessesincontextofadventuretourismisimportantwhenstudying,forexample,thepotentialforoperatingindependentlyinnatureandparticipatinginadventuretourismorwhensketchingglobaltrendsandplanningthedevelopmentofadventuretourism.Therefore,weask:howisadventuretourismdefinedandcategorisedintourismandassociatedliterature?Howdodifferentconceptualisationsworkinrelationtounderstandingtheprocessofdemocratisationandcommercialisationofadventurousactivitiesandinrelationtoexaminingtheperceptionofrisksbynewadventuretourismsegments?Ourconceptualreviewaimstoexplorethecontentofadventuretourism(seealsoWeber,2001).Thestudyconsistsofliteraturereviewcomprisingdevelopmentofmethodologyforcreatingcomprehensivelistofarticles.Inthereview,thetheoreticalunderpinningsarefirstcategorisedandsecondlytheempiricalfindingsarediscussedbyusingexamplesfromnature‐basedtourisminFinnishLaplandandadventuretourisminNorth‐Norway.Theexamplesarebasedonaninternationalsurveyconductedduringthespring2014.Subsequently,numberofideasislistedforfutureresearchonadventuretourism,nature‐basedtourism,arctictourismandtourismsafety.Byexploringthedefinitionsofadventuretourismweaimtobroadenthescopeofdefiningadventuretourisminrelationtorisk(Bentleyetal.,2010;Cater,2006)andtosketchfutureresearchapproachesonadventuretourismthatenclosebothnatureandculture.

ValuesOfTourismResearchAndScholarshipII

WhatdowemeanbyExperienceProduction?‐Asuggestedecologyfor

thediverseconceptsofproducingandanalyzingtourismexperiences.

HansGelter

Thispaperaimstoconceptuallyexploretherecentemergedfieldofresearchandeducationof"ExperienceProduction"(EP)anditsrelationtosimilarareassuchastheExperienceEconomy,ExperienceDesign,Experiencestagingetc.Theaimistoclarifytheprevailingconceptualdiversifiedtaxonomywithintourismresearchandeducationinexploringandunderstandingtheprocessesofeconomicofferingofexperiences.Theresearchmethodologyisbasedonaconceptualanalysisofliteraturewithintourismresearchandeducationaddressing"experiences".Theconceptualanalysisisalsobasedonapilot‐studyoftheconceptualunderstandingofEPamongstudentsandtourismoperators,aswellaspersonalreflectionsof12yearsofeducationwithintheeducation

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program"ExperienceProduction"atLuleåUniversityoftechnology(LTU)Sweden.Theword"ExperienceProduction"EP,didnotexistintheEnglishlanguagein2002whentheMasterprogramof"upplevelseproduktion"startedatLTU,whichthenwastranslatedtotheswenglishword"experienceproduction".GooglesearchonthewordEPin2002gavenohitswhileinApril2014thewordsgave174000.However,alreadyin1970AlvinTofflerusedthewordEPwhileintourismresearchandintheemergedfieldof"ExperienceEconomy"thewordEPisstillrarelyused.Insteadadiversefloraofanalogousandhomologousconceptsandtermshasemerged.TheseincludesthecontemporarypopularconceptofExperienceDesignaswellaswordssuchasExperienceStaging,ExperienceEnhancing,ExperienceCreation,ExperienceDevelopment,ExperienceRealization,DevelopingMeaningfulExperience,BuildingCustomerExperiences,CustomerExperienceManagementandothers.SimilarmeaningsinvolveadditionalconceptssuchasNature&CulturalInterpretation,RecreationalManagement,PlanedEventExperiencesandTourismProductDevelopment.SeveraltheoreticalconceptsforEPhavebeensuggestedsuchastheFiveAspectMealModel,Servunction/Experience‐room/Experiencescapeconcept,TheExperiencePyramid,Pine&Gilmore4E‐modelandTheEnactmentModel,theStarExperienceModel,theTotalExperienceManagement‐modelandothers.However,mostscholarattentionhasbeentowardsanalyzingandcategorizingaspectsofthecustomerexperienceandexperiencetypologies,andlessattentiontowardsthe"productionprocesses"ofexperienceofferings.

Thispapersuggestsaclearerconceptualdichotomybetween"producing"experiencesand"analyzing"ExperienceswithintourismandtheExperienceEconomy.OnewaymightbebyexploringtheconceptsofTotalExperienceManagement(TEMa)andTotalExperienceMeasurement(TEMe).Aresearchcontributionfromthisconceptualanalysisisthatthereisnoconsensusaboutthetaxonomyofmethodsandprocessesforexperienceofferings,andthatthedifferentconceptssuchasdesign,production,creation,staging,developmentetc.bothoverlapandhavedistinctmeaningsandvalues.Thispaperthereforesuggestsanoverall"ecology"forthedifferentconceptsofproducingandanalyzingtourismexperiences.

Axiologyoftourism,hospitalityandevents(TH&E)

JohanREdelheim

Thefoundationalcomponentsoftourism,hospitalityandevent(TH&E)studiesareontology,epistemologyandaxiologyofTH&E,orinotherwords,howwecometounderstandwhatthefieldsare,whatmakesusacceptcertainmattersasbeingtruthfulandconstitutingknowledge,andhowweestablishwhatisvaluableeitherforitsownsake,orforsomethingelse.IwillinthispaperrefertoTH&Estudies,fullyconsciousofthefactthatstudiesinthesesub‐fieldstakedifferentshapes,andaretaughtseparatelyfromoneanotheratsomeinstitutions.Myaimis,however,toinvestigatethephilosophicalfoundationsandissuesofthesestudies,andhavingfairlysimilarantecedents,Iwilldisregardthediversitytheytakeinpractice.TheyaredealtwithheretogetherasTH&Estudies.

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Ontology,orthestudyofbeing,createstheframeworkforhowwe,asindividuals,connectedinsocieties,makesenseoftherealityinwhichwelive.Thepowerofontologyisthatitgivesusthekeystounlockthewayrealityisunderstood,bytakingasitsobjectofstudytheactualbeingofthings,matters,concepts,experiences,andwords‐essentiallyofeverything.Epistemology,orthestudyofknowledge,receivesinourrationalistsocietymoreemphasisbecauseitsetstoexplainwhywejointlydecidethatcertainthingsaretrue,andothersarenot.Science,andtheinterpretationofscientificresults,changesthewaysocietyactsatallstagesoflife.Axiology,orthestudyofvalueorofgoodness,isdefinitelythephilosophicalstrainoutofthesethreethathasreceivedleastattention,eventhoughitisfundamentallylinkedtoouractionsinourdailylives.Axiologyformsthefoundationforbothethicsandaesthetics,thatbothinvestigatevalueproperties,bytheorisingvalueinitsownright.Hartmanintroducedinhisformaltheoryofvaluethevaluehierarchywhichhasthreelevels:amattercanbeseenashavingintrinsicvalue,valuableinitsownright,ortohaveextrinsicvalue,valuableforthesakeofsomethingelse,whichinturncanhaveintrinsicvalue,ortohavesystemicvalue,theideaofintrinsicorextrinsicvalues.ThereasonwhyitisofimportancetotheorisevaluesystematicallybyinvestigatingtheaxiologyofTH&Eisbecauseitotherwisewillbethevictimofrelativity.Everybodyknowsthatdifferentpeoplevaluedifferentthings,andthatdifferentculturescarriesdifferentvaluesystems,andthatallofthishavetobetakeninconsiderationwhendealingwiththeglobalphenomenaTH&Estandsfor.But,thedangeristhatonepresumesthatnovaluesareuniversal,orthatnocertaintycanbedrawnfrominvestigatingvalue.WhatthispapersetstoclarifyisaxiologyofTH&EandhowthephilosophicalstreamofaxiologycanbeutilisedtogiveacommongroundingforthevaluesthefieldofTH&Ecreatesinsociety.

Mobilityandrealtimeexperiences–thestudyofpersonal“hotspots”

IngridZakrisson

TechnologiessuchasGPSandRFIDhaveincreasinglycomeintousetotracepeople'smobilitypatterns,forvariousreasons;intourismresearch,transportationresearchorinmoregeneralbehavioralresearchinordertounderstandhowpeoplemoveabout.Onebenefitofsuchmethodsisthatitispossibletostudymobilityinrealtimeinsteadofrelyingonretrospectiveselfreports.However,therearealsocertaindrawbacks.Forexample,thesetechniquesaccumulateaconsiderableamountofdata,whichisdifficulttosystematizeintocoherentpatterns.Itispossibletostructurethedataaccordingtotimeandplace,whereandwhenpeoplemoveabout.Butwhatdoesitmean?Whataretheexperiences,values,emotionsandcognitionsassociatedwithit?Whenapplyingthesetechniquestostudiesofvisitorsindifferentcircumstancesareappearingfindingisthataconsiderableamountoftimeisspent‐doingnothing;supposedlyonaimlessactivities,nothavingtodowiththeservicesandproductsprovided,andthegeneralpurposeofthe

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visit.Still,thevisitseemstobeenjoyableandfulfilling.

Theseproblemscallforamoreinteractivewayofcollectingdata,butalsonewwaysofanalyzingit.WithinourresearchgroupwenotonlyapplyGPStechniquetotrackvisitors,wearealsointerestedtounderstandthemeaningoftheirexperiencesinrealtime.ForthiswehaveusedGPSdevicesequippedwithabuttonbywhichithasbeenpossibletoindicatecertainpointsofinterest(POI:s)ofownchoice.Wehavenowdevelopedasmartphoneapplicationwhereevenmoreinformationcanberequestedfromtheparticipants.Thisnotonlymakesitpossibletozoneinhotspotsintimeandplaces,itisalsopossibletorelatethechosenPOI:stopersonalfactors;backgroundvariablesandotherformsofresponsestothevisitinquestion.Itis,forexample,possibletoinvestigateif,andinwhatways,thesamePOIyieldsdifferentmeaningsfordifferentpeople.Theaimofthispresentationistogiveexamples,takenfromourstudiesofdestinations,eventsandthemeparks,ofwaysofanalyzingsuchPOI:sandhowthesespotsarerelatedtopersonalfactors.

ValuesOf/ForTheTouristIV.

TheAbsoluteImportanceOfStudyingTheRelativityOfRiskPerceptionsWithRegardToTravelDestinationsKatharinaWolff,SveinLarsen

Theimpactofterrorismontravelchoiceandriskperceptionsamongtouristsisofgreatinteresttothetourismindustryandhasreceivedsomeresearchattention.Someofthisresearchisbasedontheanalysisoftourismstatisticswhichoftenshowdecliningnumbersofvisitorsafterterroristattacks,forexampleinSpain(Enders&Sandler,1991),NorthernIreland(Pizam,1999),andtheUSA(Lepp&Gibson,2003).

Anotherunderstandablyverylimitedlineofresearchhasdirectlycomparedtouristsriskratingsbeforeandafterterroristattacks.Larsenetal.(2011)foundthattouristsreportedincreasedriskforMadridfollowingthe2004trainbombingsandforLondonafterthe2005bombattacksonLondon'stransportsystem.WolffandLarsen(2014)reportedthatriskjudgmentsamongtouriststoNorwaydecreasedafterthe22ndofJuly.

ThepresentstudyispartofacontinuingquantitativeinvestigationofriskperceptionsamongtouriststoNorwaywhichstartedin2004.Inthefollowingdataonriskperceptionsregardingdifferenttraveldestinationsanddifferenthazardsarebeingpresented.

DatawerecollectedinNorwaybymeansofquestionnairesin2004,2010,2011,2012,and2013.Participantsconstituteaconveniencesamplefromtheindefinitepopulationoftouriststothearea.Responserateswereabout90%.Datafromatotalof10998participantsfromalltogether89differentcountriesarebeingreportedhere.SubjectiveriskassessmentswereobtainedforninedifferentdestinationsincludingforexampleNorwayandtheNordiccountriesandlargercitiesinEurope;aswellasforsevendifferenthazardsincludingforexampleterrorismoractionsofwarandinfections.

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Resultsshowthattourists'riskperceptionsforthedifferentdestinationsfluctuatesomewhat,butnotalotovertheyearsforsevenoutofninedestinations.NorwayandtheNordiccountriesareperceivedtobethesafestdestination,whileRoundtripsinIsraelareperceivedtobetheriskiest.Interestinglyresultsalsoshowthatwhileabsoluteriskperceptionsformostdestinationsfluctuate,therelativeriskperceptionsremainconstant.Inotherwordstherankingofthedestinationsaccordingtotheirrelativeriskdoesnotchangeovertheyears.Regardingriskfordifferenthazardsresultsshowthattouristsgenerallyjudgetherisktobeverylow,withtheleastriskforterrorismoractionsofwarandthehighestriskfortrafficaccidents.

Findingsseemtoimplythatwhiledramaticeventslikethe2004trainbombingsinMadridorthe22ndofJulyinNorwaymightslightlychangehowriskytouristsperceivetheseindividualdestinationstobe,therelativeriskofthosedestinationscomparedtootherdestinationsremainsconstant.Theinfluenceofsucheventsonthenumberofvisitorsshouldthereforebeminimal.Findingsalsounderlinetheimportanceofmovingawayfrommerelyinvestigatingindividualcasesandinsteademployamorecomparativeapproach,i.e.investigatingriskperceptionsformorethanonedestinationatatimeinordertostudywhetherrelativeriskhaschanged.

Co‐creationasamoderatorontheexperiencevalue–satisfaction

relations

NinaPrebensen,HyelinKim,MuzzoUysal

Theevidenceinexistingliteratureontherelationshipbetweenperceivedcustomervalueandsatisfactionofexperienceshasnoticeablybeenidentified(GallarazaandGil‐Saura,2006;Prebensen,Woo,ChenandUysal,2013;Sanchezetal2004;WilliamsandSoutar,2009).However,despitethegreatstridesmadeinrecentyears,ourunderstandingofthespecificnatureofthecustomers'activeroleintherelationshipbetweentouristperceivedvalueandsatisfactionhasreceived,ifany,verylimitedresearch.Afundamentalpremisesforthenewservicedominant‐logic(S‐Dlogic)inmarketing(VargoandLush,2004),istheimperativeofthecustomerasapartakerofcreatingvalue(Prebensen,VittersøandDahl,2013).Thus,thepurposeofthepresentworkistofurtherexplorethelinkbetweenexperiencevalueandsatisfaction,withafocusonthecustomer'srole,i.e.,hisorherinterestandparticipationincreatingexperiencevalue,delineatedas"co‐creation".Specifically,theco‐creationwillbeexploredandtestedasamoderatorforthevalue‐satisfactionrelationship.

Thenotionofco‐creationinthepresentworkiscomprehendedasthecustomer'semotionalandphysicalinteractionintheexperiencecreationprocess.Itishopedthatthefindingswouldhelpthetourismindustrytofacilitatefortherightlevelofcustomerpartakingintheprocessofcreatingvaluetoenhanceexperienceandsatisfaction.

Theinitialanalysisofthestudyrevealedthattourists'perceivedvalueofwintertravelexperienceconsistedof'learningvalue','socialvalue','emotionalvalue','economicvalue',and'physicalvalue'.Andthestudyshowedthattouristexperiencevaluehasapositive

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effectonsatisfaction.Theresultsupportstheexistingliterature(GallarazaandGil‐Saura,2006;Prebensen,Woo,ChenandUysal,2013;WilliamsandSoutar,2009).Themoderatingeffectofco‐creationincludedbothmentalandphysicalinvolvements.Fromatheoreticalperspective,ourframeworkintegratesco‐creationpracticesinexperientialconsumptionprocessesandsupportsthehypothesisofthecustomerasimperativewithintheevolvingS‐Dlogicliterature.Fromthemanagerialperspective,thepresentworkhasconceptualizedakeyvariable,co‐creationwhichmoderatestheeffectbetweenexperiencevalueandsatisfaction.Thestudythuspinpointstheimportanceofgettingthecustomermentallyandphysicallyinvolvedinco‐creatingexperiencevalue.Thetouristindustryneedstoacknowledgehowtheycaninvolvethecustomerbeforeandduringtheexperienceinordertoenhanceinterestandparticipation;asaresult,experiencevalueandoverallsatisfactionmayincrease.

CountingvisitorsinVatnajökullNationalPark

RögnvaldurÓlafsson

DataaboutthenumberofvisitorstotheHighlandsandprotectedareasinIcelandisscarce.QuestionnaireshavebeenusedattouristexitpointsinIcelandforanumberofyearsandsometelephonequestionnairesexist,butofdirectdataonlyovernightstatisticshavebeenavailable.Butinformationaboutvisitorsandtheirnumberisfundamentalformaintainingtourismareasandplanningtheirfutureinasustainableway.Lackofvisitorusedatacanfurthermoreleadtotourismbeingundervaluedinpublicpolicy.ThisisparticularlytrueinIcelandnowwhentourismisexpandinggreatlyandtourismareasarebeingdeveloped,asforexampleVatnajökullNationalPark.

TheaimoftheworkreportedhereistoprovidedataaboutthenumberofvisitorstoVatnajökullNationalParkandfollowchangesthatoccur.InthispresentationvisitordatafromtheSkaftafellregionofVatnajökullNationalParkisreported.DatahasbeencollectedtheresinceJune2009andisnowgivingvaluableinformationabouttheeffectoftherecentwinteropeningofthePark.

AtentrypointstothemainattractionsoftheParkmotorizedtrafficisrecordedonanhourlybasisbymechanizedcounters.Thenumberofvisitorspervehicleiscounted,aswellastheproportionofbusesversusprivatecars.Thatgivestheaveragenumberofpersonspervehicleandfromthatandthenumberofvehiclescountedbythecounters,thenumberofvisitorsiscalculated.Inadditionthenumberofhikersonselectedfootpathsisrecorded.

In2009about185thousandguestsvisitedSkaftafell.DuetovolcaniceruptionsinEyjafjallajökullin2010andVatnajökullin2011touristtrafficfellby14%from2009to2010andremainedlowin2011.Afterthattrafficpickedupsharplyandreached275thousandvisitorsin2013,anincreaseof40%from2011.TheincreasecanbetracedtoincreaseinthenumberofvisitorstoIceland,aswellastorecentwinteropeninginSkaftafellandJökulsárlón,andisanexampleofsuccessfuloff‐seasonmarketing.ThenumberofvisitorstoSkaftafellintheoff‐seasonmonthsSeptembertoMay,increasedby93%between2010and2013.

143

TechnologyAndValueCreation

Theimpactofonlineinformationsourcesondestinationimage

formation:destinationNorwayintheeyesoftheBrazilianmarket

AnastasiaMariussen,ChristineHafnorHåvoll,MartinWeibye,PernilleRoberts

Althoughdestinationimageliteratureseemstobegainingitsmomentum,someareasofthisresearchsuchasdestinationimageformationandforcesinfluencingthisprocessremainrelativelyunexplored.Forexample,despiteofthegeneralconsensusthatimageformationinfluencestravellers'decision‐makingandbehaviour,littleisstillknownabouttheactualprocessofdestinationimageformation,particularlypriortovisitingadestination.WiththeproliferationoftheInternetandsocialmedia,whichincreasinglymovethecreationofdestination‐relatedinformationoutsidedestinationmanagers'offices,theimportanceandurgencyofaddressingtheseareasbecomeeversoevident.Tocontributetothefewstepsalreadytakeninthisdirection,thisworkexaminestheroleofonlineinformationsourcesindestinationimageformationpriortovisitingadestination.Thepaperreliesonamultiple‐methoddesignandtriangulatesqualitativeinterviewdatawiththeclickstreamanalysisoftherespondents'Internetsearch.Tocapturereal‐timedestinationimageformation,thestudyinvitestheparticipantsfromtheimportantforNorwayBrazilianmarketthathaveneverbeentoNorwaybeforetoplanatriptothisdestination.Theparticipants'planningactivityandonlinejourneyisrecordedonavideoandlateranalysedbymeansoftheclickstreamanalysis.ForthecomparisonoftheperceiveddestinationimagepriorandaftertheexposuretotheInternetsources,twoadditionalinterviewsareutilised.Duringthefirstinterview,theparticipantssharetheirperceptionsofNorwayandreflectuponthepossiblesourcesthatcontributedtotheirdestinationimageformation.Inthecourseofthesecondinterview,therespondentsareaskedtowatchthevideooftheirInternetsearchandexplaintheironlinebehaviourusingatalk‐aloudtechnique.Theresultsfillintheexistinggapsintheliteratureondestinationimageformationandofferpracticallyvaluableinsightsintotheindividualinfluencesofbothdestination‐ownedandindependentInternetsourcesonper‐visitdestinationimage.Methodologically,thepaperaddsvaluebyproposingclickstreamanalysisasanalternativewayofmeasuringdestinationimageformation.

InternetandsocialmediausageamongvisitorsintheSwedish

mountainregions

ChristineLundberg

Technologymediationofexperiencesiscloselylinkedtotravelmotivesandperceivedvaluesinceit,throughtheuseofweb2.0applications,facilitatesthesocialdimensionoftourism.Forinstance,ithasbeenarguedthatnewtypesofconsumers,consumertribes,areactiveandenthusiasticintheirconsumption,sometimestotheextreme,andproduce

144

arangeofidentities,practices,rituals,meanings,andevenmaterialculture,manyofwhichcanbefoundbystudyingtechnologyuseandsocialmediacontentandnetworking.Assuch,Internetandsocialmediaisseenasanimportantmarketingtoolfortourismbusinessesanddestinations.Researchfocusingonparticipation,involvementandidentificationpointstoarelevantfeatureofsocialmedia,namely,theformationofvirtualcommunitieswhereuserssharecontentandcommunicate.Theformingofthesesocialcommunitiescanbeparticularlyrelevantforcommunitiesofnaturebasedtouristsduetosomeusers’oftenhighlevelsofinvolvementinthistypeoftourismexperience.Also,insocialmedialargevolumesofUGC(usergeneratedcontent)canbefoundwhich,inturn,havearapidlyincreasingimportanceforconsumers’decisionmakingprocesses.Whathoweverremainstobeexploredisthevariationofinternetandsocialmediausagebyvarioustouristsegmentsdependingonthetypeoftouristexperienceinquestioninordertoinformstrategicchoicesformarketers.Ithasbeensuggestedthatconsumersaretovaryingdegreesdependentonacombinationofthreethingsalongacontinuum.Namely,theirpriorpreferences,beliefsandexperiences(P),informationfrommarketers(M),andinputfromotherpeople(O).Thesethreefactorshavebeenhighlyinfluencedbytechnologicaldevelopments.Tourismistraditionallyseenashighlydependentoninformationaswellastheopinionsofpeers.Thus,thequestionisifevidencetosupportthiscanbefoundintheuseofInternetandsocialmediabynaturetourists.Anationalsurveyofvisitors(n=895)intheSwedishmountainregionswasconductedinordertounderstandInternetandsocialmediausageamongthisgroupoftourists.Preliminaryfindingsshowthat7outof10useInternettoreadabouttheSwedishmountainsingeneralandalmost5out10statesthatInternetistheprimarysourceofinformationwhenplanningtheirmountainexperience.However,theyarenotavidusersofInternetforthispurpose‐almosthalfofthesampleusesInternettoreadabouttheSwedishmountainslessthanevery6months(13%statethattheyneveruseitforthispurpose).Anothernoteworthyfindingisthatthevisitorstoaverylimitedextentengageinsocialmediaactivities.TheseresultsmayhavemajorimplicationsforthetourismindustryaswellaspolicyplannersintheSwedishmountainregionsregardingtheirInternetandsocialmediastrategies.Thechallengesofcollectingtourismdata

MalinZillinger

Experienceshavebeendiscussedwithinthetourismliteratureforalongtimeandtheirvalueforindividualvisitors,butalsoforthewholetourismindustry,isacknowledgedbothinacademiaandindustry.Thequestionishowempiricaldataonexperiencescanbecollectedinasuitableway.Theproblemisthatsomekindsofmethodsmightinfluencethevalidityofresearchprojects,asdatamightbecollectedthattheresearcherhasnotaskedfor.Tourismresearchhastofacethequestiononhowtocollectdatathatisactuallydemanded.

Thisresearchprojecthasformerlycollecteddataontouristdestinationsandduringevents.Theaimofthatprojectwastogainmoreknowledgeonexperiencesintimeand

145

space,i.e.whichkindsofexperiencesdovisitorshave,andwhereandwhendothoseexperiencestakeplace?Datawascollectedwithgpssendersasamethodologicalbase.Bythese,theparticipants'spatialpathswereloggedandanalysed.Experienceswererecordedbyabuttononthegpsdeviceatthetimetheytookplace.Inaddition,anumberofmethodswereusedtogatherindepthinformationontheexperiencesthemselves(byinterviews)orattitudestowardsthem(byquestionnairesandLikertscales).Generally,thetechniqueworkedwell,asthemethodperformedtoberobustwithoutmanytechnicalproblems.However,itturnedouttobelaboriousandpossiblyunsuitabletocollectinformationrelatedtothegpsfirst,andtoaskquestionsonpersonalexperiencesatalaterstage.

Therefore,amobilephoneapplicationhasnowbeendevelopedwithnewpossibilitieswhenitcomestodatacollection.Thistime,theprojectisfocusedonthemeparksandvisitorexperiencestherein.Thefirstpartofthedatacollectiontakesplaceduringthesummerof2014.Theshort‐termaimwiththisfirstroundofmethodtestingistoevaluatethetechnologyoftheapplication,butalsotoanalysethecombinationofselectedmethodswithinthecircumstanceofacrowdedthemepark.Inthelongrun,theaimistoenableahigherintensityofvaluecreation.Thiscanbedonebyahigherlevelofknowledgeonvisitorexperience.

TheprojectisfinancedbyKK‐Stiftelsen.

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Urban

 Gråsjö 

Univeristy W

est, Swed

en 

urban.grasjo@hv.se 

Vilhelmiina Em

ilia Vainikka 

University of Oulu 

vilhelmiina.vainikka@oulu.fi 

Young‐Sook Lee 

UiT The Arctic University of Norw

ay 

young‐sook.lee@

uit.no 

Yuhanis Abdul A

ziz  

Universiti Putra Malaysia  

yuhanis@upm.edu.m

y 

Zden

ek Patek 

University of Economics, Prague 

zden

ek.patek@gm

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156

A

AgnesBrudvikEngeset................................................................................................................................................................................................118

AgustínSantanaTalavera.............................................................................................................................................................................................96

AhmadRezaSheikhi........................................................................................................................................................................................................96

AlbinaPashkevich.............................................................................................................................................................................................................59

AllanWilliams....................................................................................................................................................................................................................40

AmbassadorMeretse.......................................................................................................................................................................................................58

AnaBelenCasado‐Diaz................................................................................................................................................................................................105

AnaMaríaMunar..............................................................................................................................................................................................................28

AnastasiaMariussen.....................................................................................................................................................................................................143

AndersHedetoft.................................................................................................................................................................................................................69

AndersSørensen.............................................................................................................................................................................................................115

AndersSteene....................................................................................................................................................................................................................56

AndrewThomas.................................................................................................................................................................................................................27

AnetteTherkelsen.............................................................................................................................................................................................................86

AnjaTuohino......................................................................................................................................................................................................................60

AnnaDoraSaethorsdottir.............................................................................................................................................................................................89

AnnaDóraSæþórsdóttir................................................................................................................................................................................................53

AnnaKarinOlsson............................................................................................................................................................................................................45

AnnaSörensson.................................................................................................................................................................................................................74

Ann‐ChristinAndersson..................................................................................................................................................................................................49

AnneKlaraBom.................................................................................................................................................................................................................65

Anne‐MetteHjalager.......................................................................................................................................................................................................38

AnnikenFørde.................................................................................................................................................................................................................136

AntoniaCorreia.................................................................................................................................................................................................................29

ArvidViken.......................................................................................................................................................................................................................136

ÅseHeleneBakkevigDagsland....................................................................................................................................................................................67

AstaKietäväinen............................................................................................................................................................................................................103

AstridE.Enemark.............................................................................................................................................................................................................37

B

Babesj‐Bolyai......................................................................................................................................................................................................................66

BenteHeimtun................................................................................................................................................................................................................135

BoSvensson......................................................................................................................................................................................................................118

AUTHOR INDEX

157

C

CarinaBregnholmRen.................................................................................................................................................................................................132

CarolaMay..........................................................................................................................................................................................................................74

CatalinaJuaneda...............................................................................................................................................................................................................68

CeciliaMöller......................................................................................................................................................................................................................90

ChoukiSfandla...................................................................................................................................................................................................................29

ChrisMcMorran..............................................................................................................................................................................................................123

ChristerKarlEldh.............................................................................................................................................................................................................32

ChristinaEvaEngström..................................................................................................................................................................................................94

ChristineHafnorHåvoll...............................................................................................................................................................................................143

ChristineLim.......................................................................................................................................................................................................................88

ChristineLundberg.................................................................................................................................................................................................83,143

CintaSanz‐Ibáñez..........................................................................................................................................................................................................101

ClaireForder.......................................................................................................................................................................................................................55

ClareWeeden...................................................................................................................................................................................................................116

ConstantiaAnastasiadou..................................................................................................................................................................................110,111

CristiFrent...........................................................................................................................................................................................................................97

D

DebbieHopkins..................................................................................................................................................................................................................47

DianaAlexandru...............................................................................................................................................................................................................66

DieterKMüller................................................................................................................................................................................................................104

DortheEide................................................................................................................................................................................................................80,117

E

EddyNehls...........................................................................................................................................................................................................................92

EdwardHákonHuijbens..............................................................................................................................................................................................125

EinarLierMadsen..........................................................................................................................................................................................................119

EinarMarnburg....................................................................................................................................................................................................109,112

ElenaSakharchuk.............................................................................................................................................................................................................64

ElisabetLjunggren...........................................................................................................................................................................................................80

EmesePanyik...................................................................................................................................................................................................................110

EmilyHöckert..................................................................................................................................................................................................................122

ErikLundberg....................................................................................................................................................................................................................95

ErikaAnderssonCederholm..........................................................................................................................................................................................36

EstherDorsman.................................................................................................................................................................................................................31

EvaHagsten........................................................................................................................................................................................................................79

EvaMariaJernsand..........................................................................................................................................................................................................35

158

F

FlemmingSørensen..........................................................................................................................................................................................................55

FrankLindberg...............................................................................................................................................................................................................117

FredrikHoppstadius........................................................................................................................................................................................................90

G

GiancintaSaw....................................................................................................................................................................................................................88

GladysLam..........................................................................................................................................................................................................................88

GöranAndersson...............................................................................................................................................................................................................71

GrzegorzKwiatkowski.................................................................................................................................................................................................102

GunnarThórJóhannesson..........................................................................................................................................................................................135

GydaThorhallsdottir.......................................................................................................................................................................................................89

H

HanBrezet...........................................................................................................................................................................................................................50

HanneleKauppinen‐Räisänen...................................................................................................................................................................................129

HansGelter.......................................................................................................................................................................................................................137

HarngLuhSin.................................................................................................................................................................................................................123

HåvardNess........................................................................................................................................................................................................................43

HefinRowlands..................................................................................................................................................................................................................27

HelenaKraff........................................................................................................................................................................................................................35

HelgeJørgensen.................................................................................................................................................................................................................39

HenrikHalkier.......................................................................................................................................................................................................111,130

HeredinaFernandez........................................................................................................................................................................................................96

HyelinKim........................................................................................................................................................................................................................141

I

InêsDavid.........................................................................................................................................................................................................................107

IngeborgMarieNordbø..................................................................................................................................................................................................96

IngerMJonsson..............................................................................................................................................................................................................127

IngridZakrisson...................................................................................................................................................................................................118,139

IoannaFarsari...................................................................................................................................................................................................................42

IraLahovuo.................................................................................................................................................................................................................61,99

IreneCeciliaBernhard....................................................................................................................................................................................................81

IsabelRodriguezSanchez..............................................................................................................................................................................................40

J

JamesHigham....................................................................................................................................................................................................................47

JanHenrikNilsson............................................................................................................................................................................................................49

159

JanVelvin.............................................................................................................................................................................................................................34

JanVidarHaukeland........................................................................................................................................................................................................47

JaneWidtfeldtMeged......................................................................................................................................................................................................70

JenniMikkonen..........................................................................................................................................................................................................61,99

JennyJanhunen..................................................................................................................................................................................................................77

JensFriisJensen.................................................................................................................................................................................................................55

JieZhang...............................................................................................................................................................................................................................37

JohanLilja.........................................................................................................................................................................................................................118

JohanREdelheim...........................................................................................................................................................................................................138

JohnArmbrecht........................................................................................................................................................................................................95,114

JohnFMonhardt...............................................................................................................................................................................................................32

JoseManuelCasado‐Diaz............................................................................................................................................................................................105

José‐CarlosGarcía‐Rosell.......................................................................................................................................................................................31,77

JosefineÖstrupBacke...................................................................................................................................................................................................126

JulieWilson.......................................................................................................................................................................................................................101

K

KaarinaTervo‐Kankare..................................................................................................................................................................................................78

KaiVictorHansen.............................................................................................................................................................................................................82

KajsaGrandicsÅberg......................................................................................................................................................................................................41

KariJæger............................................................................................................................................................................................................................62

KarinaMadsenSmed.......................................................................................................................................................................................................62

KatharinaWolff....................................................................................................................................................................................................133,140

KatrínAnnaLund..........................................................................................................................................................................................................135

KazuyoshiTakeuchi.........................................................................................................................................................................................................26

KerstinMarianneGrundén............................................................................................................................................................................................81

KhairilAwang....................................................................................................................................................................................................................98

KlaesEringa.....................................................................................................................................................................................................................114

KregLindberg....................................................................................................................................................................................................................47

KristínRutKristjánsdóttir..........................................................................................................................................................................................131

KristinaLindström...........................................................................................................................................................................................................83

KritinaSvels........................................................................................................................................................................................................................41

L

LarryDwyer........................................................................................................................................................................................................................95

LauraJames.....................................................................................................................................................................................................................130

LeifEgilHem.......................................................................................................................................................................................................................34

LenaEskilsson....................................................................................................................................................................................................................84

LenaMossberg................................................................................................................................................................................................................126

Lisa‐MariCoughlan.......................................................................................................................................................................................................114

LotteWellton...................................................................................................................................................................................................................127

160

LuluAnneHansen.............................................................................................................................................................................................................63

M

MalinZillinger.......................................................................................................................................................................................................118,144

ManuelaKronen................................................................................................................................................................................................................51

MarcoEimermann.........................................................................................................................................................................................................107

MariaAngelesCasado‐Diaz.......................................................................................................................................................................................105

MariaHakkarainen..................................................................................................................................................................................................31,48

MaríaJoséZapataCampos............................................................................................................................................................................................93

MariaJylkkä........................................................................................................................................................................................................................93

MariaLexhagen.........................................................................................................................................................................................................36,83

MariaMånsson..................................................................................................................................................................................................................84

MariaThulemark...........................................................................................................................................................................................................108

MarieVestergaardMikkelsen...................................................................................................................................................................................106

MaritGundersenEngeset...............................................................................................................................................................................................34

MarkFrancis.......................................................................................................................................................................................................................27

MarkkuVieru...................................................................................................................................................................................................................121

MartinFalk..........................................................................................................................................................................................................................79

MartinGellerstedt.............................................................................................................................................................................................................56

MartinTrandbergJensen...............................................................................................................................................................................................72

MartinWeibye.................................................................................................................................................................................................................143

MatildeBrotons.................................................................................................................................................................................................................40

MatthiasFuchs...................................................................................................................................................................................................................36

MayIreneFurenes............................................................................................................................................................................................................76

MetinKozak........................................................................................................................................................................................................................29

MiaLarson........................................................................................................................................................................................................................134

MortenKroghPetersen................................................................................................................................................................................................132

MuzzoUysal.....................................................................................................................................................................................................................141

N

NigelHalpern..................................................................................................................................................................................................................120

NigelMorgan...................................................................................................................................................................................................................135

NinaMarianneIversen...................................................................................................................................................................................................34

NinaPrebensen...............................................................................................................................................................................................................141

O

OddIngeVistad..................................................................................................................................................................................................................47

OddnyWiggen.................................................................................................................................................................................................................119

OlgaGjerald...........................................................................................................................................................................................................109,112

OutiRantala.....................................................................................................................................................................................................................136

161

P

PatrikZapata.....................................................................................................................................................................................................................93

PaulEdwardCleave.........................................................................................................................................................................................................87

PerÅkeNilsson..................................................................................................................................................................................................................66

PernilleRoberts..............................................................................................................................................................................................................143

PeterBjörk.................................................................................................................................................................................................................73,129

PeterKvistgaard............................................................................................................................................................................................................100

R

RagnarTveterås................................................................................................................................................................................................................39

RannveigOlafsdottir........................................................................................................................................................................................................91

ReidarJohanMykletun....................................................................................................................................................................................58,67,82

RenukaMahadevan..........................................................................................................................................................................................................55

RezaMortazavi...............................................................................................................................................................................................................131

RichardEk...........................................................................................................................................................................................................................30

RobertPettersson..........................................................................................................................................................................................................118

RögnvaldurÓlafsson..............................................................................................................................................................................................89,142

RonFisher............................................................................................................................................................................................................................27

RouvenDoran...........................................................................................................................................................................................................93,133

S

SalvadorAnton‐Clavé...................................................................................................................................................................................................101

SandhiyaGoolaup..........................................................................................................................................................................................................126

SannaKyyrä................................................................................................................................................................................................................31,48

SarahBecklake..................................................................................................................................................................................................................46

SeijaTuulentie......................................................................................................................................................................................................103,135

SergeyIlkevich...................................................................................................................................................................................................................64

SharonChang.....................................................................................................................................................................................................................55

SherryShenghanZhou.................................................................................................................................................................................................114

SigbjørnTveteraas...........................................................................................................................................................................................................39

SoileVeijola......................................................................................................................................................................................................................125

SoyeunKim..........................................................................................................................................................................................................................52

StåleEinarsen....................................................................................................................................................................................................................67

StefanGössling...................................................................................................................................................................................................................49

StianStensland..................................................................................................................................................................................................................54

SusannaHeldt‐Cassel......................................................................................................................................................................................................59

SveinLarsen...............................................................................................................................................................................93,109,112,133,140

SzilviaGyimothy................................................................................................................................................................................................................85

162

T

TagePetersen.....................................................................................................................................................................................................................69

TatianaChekalina............................................................................................................................................................................................................36

TazimJamal........................................................................................................................................................................................................................52

TekB.Dangi........................................................................................................................................................................................................................52

ThorgilsHelgason..........................................................................................................................................................................................................101

TiinaKivelä......................................................................................................................................................................................................................135

TinaRoenhovdeTiller.....................................................................................................................................................................................................33

TobiasHeldt.....................................................................................................................................................................................................................131

TommyD.Andersson.............................................................................................................................................................................................95,114

TorvaldØgaard..........................................................................................................................................................................................109,112,133

TrineKvidal.........................................................................................................................................................................................................................62

U

UlrikaÅkerlund..............................................................................................................................................................................................................107

UrbanGråsjö.......................................................................................................................................................................................................................56

UteWalter........................................................................................................................................................................................................................127

V

VickiPeel...........................................................................................................................................................................................................................115

VilhelmiinaVainikka....................................................................................................................................................................................................124

W

WolframHöpken...............................................................................................................................................................................................................36

X

XuejuanZhang................................................................................................................................................................................................................123

Y

Young‐SookLee.................................................................................................................................................................................................................40

YuhanisAbdulAziz...........................................................................................................................................................................................................98

Z

ZaitonSamdin....................................................................................................................................................................................................................98

ZdenekPatek...................................................................................................................................................................................................................121

ZhanghuiYe........................................................................................................................................................................................................................88

ZulhamriAbdullah............................................................................................................................................................................................................98