Prof. Matthias Fuchs Ph.D. Tatiana Chekalina BIOTOUR From place-based natural resources to value-added experiences: Tourism in the new bio-economy WP 5: Innovative tourism solutions Part ii: e-marketing, mobile CRM solutions Prof. Matthias Fuchs Ph.D. Tatiana Chekalina

E-Mail: matthias.fuchs@miun.se Websites Prof. Matthias Fuchs Areas of research Destination Marketing & Branding Destination Management & tourism economics Electronic Tourism: Business Intelligence & data mining, UGC analysis, e-Business adoption & impact, ubiquitous technologies, online auctions E-Mail: matthias.fuchs@miun.se Websites https://www.miun.se/en/personnel/MatthiasFuchs/ http://scholar.google.de/citations?user=qIkLa6gAAAAJ&hl=de Ph.D. Tatiana Chekalina Destination Brand Equity Measurement & Value Co-creation Destination Marketing Management E-Mail: tatiana.chekalina@miun.se Website: https://www.miun.se/en/personnel/tatianachekalina

WP 5: Innovative tourism solutions Objective: Value creation in Norwegian NBT sector through implementation of (i) smart packaged products, (ii) ICT solutions for market communication, (iii) knowledge driven entrepreneurship e-CRM facilitate, mediate and enhance touristic experiences (Vogt, 2011; Wang et al., 2012) m-CRM integrate organization resources and intra-organizational collaboration and communication to better understand and fulfil tourists’ needs (Sigala 2011) No previous evaluating potential of e-CRM to increase tourist experience quality in context of NBT (Pike et al., 2011) Focus: Ubiquitous (mobile) technologies directly respond to travelers’ communication & service needs (Rasinger et al. 2007; 2009) Mobile E-CRM opportunities for new service offerings in Norwegian NTB context Mobile technologies {smartphone/social-media apps, game-based apps, augmented reality, etc.} to build, maintain, improve relations between NTB companies and their customers and between customers (Sinisalo et al., 2007; Kolas et al., 2015)

WP 5: Innovative tourism solutions Theoretical frameworks and methods e-CRM mock-up-applications (i.e. graphical-prototypes) conceptualized and implemented on basis of segment-specific experience needs and sensation potentials gained in WP2 (resources-products), WP3 (markets) and WP4 (tourism actors) Identification and quantification of Usage-barriers and value-creation potentials of mobile e-CRM apps in NBT contexts {Extended Unified Theory of Acceptance and Use of Mobile Information Systems – extended UTAUT} (Fuchs et al., 2012) Customer-based Brand Equity Model (Chekalina et al., 2014) serves as theoretical framework to model relational value-networks  mixed-method approach including laboratory-based experiments (Webster & Sell, 2014)

WP 5: Innovative tourism solutions Empirical data 1) Conceptualization and implementation of e-CRM mock-up-applications by support of IT specialist  on basis of segment-specific experience needs and sensation potentials gained in previous WP  Examples for Mock-up-applications (Kolas et al. 2015) Quick -Response Code-based app Location based app Mobile feedback

WP 5: Innovative tourism solutions Empirical data (cont) 2) Identification and quantification of Usage-barriers and value-creation potentials of ubiquitous e-CRM apps in NBT contexts through usage tests in laboratory setting to Extended UTAUT (Fuchs et al. 2012) Evaluative customer feedback data to quantify usage barriers in accordance to the Extended Unified Theory of Acceptance and Use of Mobile Information Systems (Fuchs et al., 2012; Kolas et al. 2015) Evaluative customer feedback data to identify value creation potential of NTB product packages for various tourism segments using the Customer-based Brand Equity Model (Chekalina et al., 2014)

Thank you!

Literature Canadi, M., Höpken, W. & Fuchs, M. (2011): Visualization of Customer Cards with 2D Codes, In: Law, R., Fuchs, M. & Ricci, F. (eds.), Information and Communication Technologies in Tourism Springer, New York: 215-227. Chekalina, T., Fuchs, M. & Lexhagen, M. (2014): A-Value Creation Perspective on the Customer-based Brand Equity Model for Tourism Destinations – A Case from Sweden, Finnish Journal of Tourism Research, 10(1): 7-23. Fuchs, M. & Höpken, W. (2011): E-Business Horizons in the Tourism Industry – Challenges for Research and Practice. In: Sidali, K., Spiller, A. & Schulze, B. (eds.), Food, Agriculture and Tourisms – Linking Local Gastronomy and Rural Tourism: Interdisciplinary Perspectives, Springer, Berlin & Heidelberg: 140-160. Fuchs, M., Höpken, W. & Rasinger, J. (2012): Behavioural Intention to Use Mobile Information Services in Tourism - The Case of the Tourist Guide DolomitiSuperski. Mobi. Journal of Information Technology and Tourism, (13(4): 285-307. Höpken, W., Fuchs, M., Zanker, M. & Beer, Th. (2010): Context-based Adaptation of Mobile Applications in Tourism, Journal of Information Technology and Tourism, 12(2): 175-195. Höpken, W., Deubele, Ph, Höll, G., Kuppe, J., Schorpp, D., Licones, R. & Fuchs, M. (2012): Digitalizing Loyalty Cards in Tourism, In: Fuchs, M., Ricci, F. & Cantoni, L. (eds.), Information and Communication Technologies in Tourism 2012, Springer, New York: 272-283.

Literature Kolas, N., Höpken, W., Fuchs, M. & Lexhagen, M. (2015). Information gathering by ubiquitous services for CRM in tourism destinations: An explorative study from Sweden, In Tussyadiah, I. & Inversini, A. (eds.) Information and Communication Technologies in Tourism 2015, Springer, New York, 73-85. Pike, S., Murdy, S. & Lings, I. (2011). Visitor relationship orientation of destination marketing organizations. Journal of Travel Research 50: 443-453 Rasinger, J., Fuchs, M., Höpken, W. & Beer, Th. (2009): Building a Mobile Tourist Guide based on Tourists’ On-Site Information Needs. Tourism Analysis, 14 (4): 483-502. Rasinger, J., Fuchs, M. & Höpken, W. (2007): Information Search with Mobile Tourist Guides - A Survey of Usage Intention. Journal of Information Technology and Tourism, 9 (3/4): 177-194. Sigala, M. (2011). eCRM 2.0 applications in tourism and trends. Computers in Human Behavior. 27(2): 655–661 Sinisalo, J., Salo, J., Karjaluoto, H. & Leppäniemi, M. (2007). Mobile CRM: Underlying issues and challenges, Business Process Management Journal, 13(6): 771 – 787 Vogt, C. (2011). CRM in Tourism. Journal of Travel Research, 50: 356-364 Wang, D., Park, S. & Fesenmaier, D.R. (2012). The role of smartphones in mediating the touristic experience, Journal of Travel Research, 51(4): 371-387. Webster, M. & Sell, J. (2014). Laboratory Experiments in the Social Sciences. Second Edition, Elsevier Academic Press, New York.

WP 5: Innovative tourism solutions Case study themes Case A: The composite adventure experience: integrated perspective {lodging, food, transport, attractions, nature- and culture resources, infrastructures, public goods} RANK 1 (Focus: NTB product package development enhanced by mobile e-CRM and evaluation) Supply side potentials (WP2 – resources-product) Product packages in the NBT-context (WP3 – customer-market) Providers-networks (WP 4 tourism actors and management) Requirement elicitation for mobile e-CRM applications (WP2/3/4  WP5) Case C: The pathfinder experience: The trail (land- and water based)  historical, cultural and contemporary dimensions of trail management analyzed  (signs, maps, apps and other e- media) RANK 2 (Focus: demand side customer experience enhanced by mobile e-CRM and evalution)  Case B: The genuine wildlife experience: analysis of wildlife-related tourism supply in terrestrial, marine and fresh water environments as well as products being exclusively private and public goods. RANK 3 (Focus: public-private partnerships to create new NBT experiences enhanced by mobile e-CRM and evalution) Requirement elicitation for mobile eCRM applications (WP2/3/4  WP5)

WP 5: Innovative tourism solutions Case study areas Trysil RANK 1: due to best fit to case A: The study area has a strong and highly professional actor, SkiStar, which also collaborates with many micro and small-sized companies in the region SkiStar is well experienced with the implementation of highly innovative mobile final user applications in tourism Hardanger RANK 2: due to best fit to case C: As the study area is located near to a fjord region, strong potentials to provide new pathfinder experiences through hiking exist, which in turn are enhanced by mobile final user applications. Varanger RANK3: might be an interesting and relevant case study area for case B

WP 5: Innovative tourism solutions Industry partners   Hanen (rural tourism organisation): http://www.hanen.no/ Places and experiences in rural areas Traveler segment/trends Network of suppliers offering NBT products in Norway Nature-based product categories eTourism Applications (e.g Maps, etc.) DNT (the Norwegian Hiking Association): https://www.dnt.no/ Hiking and tracking experiences in Norway Highly professional association for specific NBT product (i.e. hiking) Professional in adopting e-Tourism applications (e.g. map-based trip planner/suggestion, mobile apps for iPhone/Android, social media – e.g Instagram, etc.) Information about Traveler segment, product trends and network of suppliers offering hiking-related tourism product in Norway Innovasjon Norge (organization for innovation and development of Norwegian industry): http://www.innovasjonnorge.no/ Strong potential to support the formation of businesses developing and providing mobile eCRM applications for tourism SkiStar Trysil (industrial partner): https://www.skistar.com/sv/Trysil/ Ideal partner to implement case A in the case study area Trysil

Budget WP 5: Innovative tourism solutions Thank you!