Center of Experience Innovation (CEI): an application to the SFI (Center of research based innovation) program Tourism, culture and visitor industries Associate professor Dorthe Eide and Research Director Einar Lier Madsen

1. SFI-PROGRAM Long term research (5 + 3 years) Criteria: – Research in close collaboration with companies and public organizations, – High scientific quality, – contribute with innovation and value creation within the chosen industries/topics – Bridgehead for international research cooperation – Recruitment of scientists Consortium of the host institution, research partners, businesses and public partners – Board (user partners dominates)

SFI-program Total budget NOK million per year (+ +) – NFR: up to 50% – Enterprises: minimum of 25% – The host institution and research partners: up to 25% Applications: max 14 new – 2. October 2013: 115(?) – 12. February 2014: 57 Domination of natural science – Center of service innovation

2. OUR FOCUS NATIONAL CENTER WITH INTERNATIONAL AMBITIONS Name: Center of experience innovation Attendance based total experiences within: – Tourism/travel – Culture industries – Visitor industries

Experience economy TREND: experiences more often makes the ground for value creations and innovation (Pine & Gilmore) E.g. local food and meal experiences as major attractions for destinations and destination development DIFFERENT ECONOMICAL LOGICS

What is created? Positive, meaningful, memorable experiences: – Ordinary versus extraordinary (e.g. WOW) – Mainly intangible – Production and consume overlap Customer values: – Functional – Emotional – Social – Epistemic Continual innovations!

Four main types of experiences (Pine & Gilmore, 1999) Three generations of experience economy (Boswij, et al, 2012) 1.Staging (Pine & Gilmore, 1999) 2.Co-creation (Prahalad and Ramaswamy, 2003) 3. Self-directed PASSIVE ACTIVEACTIVE ABSORPTION IMMERSION E.g. -Eeater-tainment -Edu-tainment

Experience bankets and Christmas shows (Thon Hotel Svolvær)

”We learned from the researchers to put the focus on the customers perspectives. We use it commercially as there is an increasing market demand for products creating desire for traveling and knowledge. It has positively increased our image enormously. Our focus on experiences have increased the economical situation and strengthen our competitiveness at the national market” (Erik Tharaldsen, CEO Thon Hotel Svolvær) Local food and meal experiences major attractions and destination development

10 What is an experience product? (Sundbo & Hagedorn-Rasmussen, 2008) Core experience The story about The core activity art Ex. Art exhibitions at the Guggenheim museum in Bilbao Ex. Pheripheral: Gastronomical restaurant at the Guggenheim museum Shop at the museum The peripheral experience Food, architectur etc. The core experience The story about the core The core activity art Total experiences (concept/package)

Innovation of what? One, many or all parts of the: Oslo Manual: – Product innovations (physical things, services, experiences) – Process innovations – Market innovations – Organizational innovations Total experience Customer journey Business model All sides of practices/activities ?

3. THE APPLICATION Background: – Northern Insight project, VRI projects ++ – UiN & NF invited partners -> Sketch October – Context focus: tourism & visitor industries Merger with another sketch before Christmas – UiS & Agder Research Institute with partners Application February 2014: – Context focus: Tourism, culture & visitor industries

Partners CEI Center for experience innovation (42 partnere) Experience providers, - networks and other providers (18 partners) KIBS/Specialized competence partners (4 partners) Brigding partners (9 partners) Research partners (6 national and 5 international partners)

Research partners UiN – Handelshøgskolen i Bodø – Profesjonshøgskolen (School of Professional studies) Nordlandsforskning – Novadis Roskilde Universitet (RUC) Gøteborgs Universitet (GU), Turisme senter Midtuniversitetet, ETOUR Syracuse University Arkitekt og Design høgskolen (AHO) Universitetet i Agder Agder Forskning Universitetet i Lund Universitetet i Tromsø

WP 1: INNOVATION AND ENTREPRENEURSHIP PROCESSES AND RESULTS WP2: EXPERIENCE DESIGN AND CONSUMER EXPERIENCES WP3: BUSINESS MODELS AND VALUE NETWORKS WP4: INNOVATION SYSTEMS, NETWORKS AND INFRASTRUCTURES Context: Experience based sectors – focus on tourism, culture and visitor industries Theme focus

Projects WPNoShort version subproject nameResearch partners 1 INNOVATION AND ENTREPRENEURSHIP PROCESSES AND RESULTS 1.1Entrepreneurial behavior and innovation processesUiN/HHB, Syracuse, NF 1.2Actors, structures and processes in innovationsUiN/HHB, NF, UiA, AF 1.3 The value of tourism/TCVIs: economical and society perspectives GU, NF 2 EXPERIENCE DESIGN AND CONSUMER EXPERIENCES 2.1Consumer value creation in extraordinary experiencesUiN/HHB; GU 2.2Experience designing and testingUiN/HHB, UiN/PHS; GU;AHO 2.3Audience-to-Audience innovationsAF, UiTø, UiL 3 BUSINESS MODELS AND VALUE NETWORKS 3.1Business model innovationAF, NF 3.2Revenue ManagementUiA 4 INNOVATION SYSTEMS, NETWORKS AND INFRASTRUCTURES 4.1Emerging innovation systems through empoweringRUC, UiN/HHB 4.2Innovation systems in experience sectorsUiA, AF, UiL 4.3Destination branding for digital consumers consumersMSU/ETOUR, NF

CEI Board CEI Advisory Board (42 Consortium Partners) CEI Management Group Director Dorthe Eide Co-director Jon Sundbo WP-leaders (10) WP 5: Cross WPs activities: Brigding and dissemination CEI-seminars and workshops, exhange programs researchers, communication/web- page, CEI Board and Scientific advisory board meetings etc. WP 1 Innovation and entrepreneurship processes and results WP 2 Experience design and consumer experiences WP 3 Business models and value network innovations WP 4 Innovation systems, networks and infrastructure Scientific Advisory Board Professor Ian Miles Prof. Dborah Kerstetter Director Albert Boswijk Professor Lars Lindkvist Professor Philip Cooke Administrative staff New projects

Other deliveries Education Recruitments: PhD students and post doc Cooperations Organizing: – Main office: Bodø campus, sub office in Kristiansand -Visiting scholars -Practitioners – workshops/seminars, experience labs,

QUESTIONS? Dorthe Eide, UiN HHB, , Einar Lier Madsen, Nordlandsforskning, ,