Part of lesson given at Malaga University 2013

2. Innovation
- The art of creating new customer values
Value chain with a traditional focus of the innovation process
Finance
Process.
Offering
Business
model
Enabling
process
Product
performance
Networking
Core
process
Delivery
Product
system
Service
Channel
Brand
Customer
experience
Value chain with with a service focused innovation process
Finance
Process.
Offering
Business
model
Enabling
process
Product
performance
Networking
Core
process
Delivery
Product
system
Service
Channel
Brand
Customer
experience
Source: Dublin Group
(modified)

3. INNOVATION
Invention or idea implemented commersialised
Capability to identify opportunities and
create resources for realisation of
opportunity

4. INNOVATION, IMPORTANT IF...
 Remain competetive
 Change destination image/profile
 Dealing with seasonality
 Dealing with market challenges
 Customer satisfaction
 New attractions
 New activities
 New or improved services

5. INNOVATIONS IN
TOURISM…




6. PRECONDITIONS…
SMEs structure
Human capital
 Managerial and professional capacities?
 High labour turnover
 Career opportunities?
Difficult to protect innovations
Mutual trust often lacking (in destinations)
Connection between akademia and
business in question
(Hjalager, 2002)

7. TYPES OF INNOVATION (1)
Product or service innovation
 New or significantly improved services
 Observed by the customer and regarded as new
 Never seen before
 New to particular enterprise or destination
 May become factor in purchase decision.

8. PRIME EXAMPLE OF RADICAL
TOURISM INNOVATION IN SWEDEN –
THE ICE HOTEL

9. TYPES OF INNOVATION (2)
Process innovation
- Backstage initiatives for efficiency, productivity
and flow.
- Often facilitated by technology investments (ICT,
self-service)
- In combination with competence building and
HRM (human resource management)
- http://www.sas.se/sv/allt-om-resan/infor-
resan/Checka-in/?vst=true

10. NEW TECHNOLOGY, NEW WAYS OF
DELIVERING

11. IS INTERNET EVERYTHING
– GUIDES, BOOKING, SOCIAL MEDIA

12. TYPES OF INNOVATION (3)
Market innovations
- Strategic activity vs. markets
- Segments
- Messages
- Brand
- ex: loyalty programs, integration of tourism products,
experiences into other products

13. Source: www.fritidsresor.se

14. INTERNET
- AS A DRIVER OF INNOVATION
 Google is the most important first step selection of vacation
 Travelers use a number of information channels before decision –
internet is the most important.
 More than 90% look for information on the internet before deciding
on vacation.
 Most people compare 15 sites before decision.
 Increasingly common to create own package on the internet.
 AND – PEOPLE WANTS TO BE CONNECTED ON THEIR
VACATION!
(Source: Ving)

15. TYPES OF INNOVATION (4) – IMITATION
FROM SKI RESORT TO ALL-YEAR ROUND RESORT

16. THE SKI RESORT IN SUMMER
- BENCHMARKING
 Vision and goals
 Organisation
 Investments/financing
 Markets
 Activities
 Social impact
 Communications
 Results

17. THE SUCCESS CASES
Primary cases
 Whistler, Canada
 Scoul, Switzerland
 Secondary cases
Stowe, USA
Ischgl, Austria
Oppdal, Norway

18. WHISTLER – MOST TO LEARN FROM

19. IMPORTANT LESSONS
LEARNED
 A vision that everybody understands and support
 Organisation for strong leadership
 Same brand all year around
 Coordinated marketing (destination)
 Regional market more important in summer
 Mountainbike as `summer skiing´
 Skilift owners involved
 Events important attraction factors
 Culture important
 Public investment in activity infrastructure