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Tourism knowledge dynamics Between local destinations and global markets Professor Henrik Halkier Aalborg University, Denmark Linking in to global knowledge flows Malmö, 22 April 2010

Henrik Halkier Aalborg University, Denmark OUTLINE 1.Fragmentation and tourism development 2.Knowledge dynamics of tourism in Europe 3.Knowledge-based tourism policy strategies

A POLICY CHALLENGE: TOURISM FRAGMENTATION Travel services commercial infrastructural On-site services accommodation catering transport On-site activities prescribed/voluntary non-/commercial Market intelligence Production /consumption Consumption monitoring Conception / design / marketing

A POLICY CHALLENGE: TOURISM FRAGMENTATION Travel services commercial infrastructural On-site services accommodation catering transport On-site activities prescribed/voluntary non-/commercial Market intelligence Production /consumption Consumption monitoring Conception / design / marketing TOUR OPERATORS DESTINATIONS

Tourism knowledge dynamics: Case studies Attraction CulturalNatural Organi- sation Individual Ruhr heritage (De) Scania film (Se) Antalya branding (Tr) North DK museums Achterhoek rural (Nl) North DK coastal CollectiveAntalya football (Tr)Antalya coastal (Tr)

Travel services commercial infrastructural On-site services accommodation catering transport On-site activities prescribed/voluntary non-/commercial Market intelligence Production /consumption Consumption monitoring Conception / design / marketing Tourism knowledge dynamics: Results * service quality * formal/informal * quantitative consumer trends * informal innovation

Existing policies key features: Across case-studies focus on development of new services –often cross-sectoral links (football, planning, food, …) instruments/networks knowledge intensive –growing importance of knowledge input/competences Room for knowledge-oriented policy improvement creative generation of market/trend intelligence –private partners and public knowledge institutions networked destination management organisations –with local SMEs and extra-regional/international links KNOWLEDGE-BASED TOURISM POLICIES