From Local Tourism Promotion towards Regional Cluster Policies The Top of Denmark WP 6 Case Study 1.Clusters, tourism, and public policy 2.Case study: Destination Top of Denmark 3.Reflections on methods Henrik Halkier & Pennie F. Henriksen Aalborg University, Denmark

General cluster characteristics inter-dependent firms cooperative competition, trust-based relations 'community' with public policy support Tourism clusters? frequent key role of external firms free-riding widespread unstable SMEs hindering building of trust limited public intervention CLUSTERS, TOURISM, AND PUBLIC POLICY

Tourism policies traditional emphasis on local information and external promotion gradual increase of product development and branding Key challenges for destination developemnt Localism – economies of geographical scale >< ingrained exposure Short-termism – selective change >< comprehensive continuity CLUSTERS, TOURISM, AND PUBLIC POLICY

The Tourism Experience 250 km of coastline and sandy beaches climate varies depend on season small enterprises, holiday homes and camping Institutional context from nine to three municipalities Destination development phases Emergence ( ): Tourism associations and municipalities start collaborating Professionalisation ( ): More effective market communication Redevelopment : Creating an all-year tourism destination DESTINATION TOP OF DENMARK

DESTINATION TOP OF DENMARK Developing a decentralised network OrganisationWhy?What? Emer- gence The Foundation Top of Denmark (FTOD) (tourism association network) Coordinated marketing, based on local product knowledge Reservation System Service Marketing The DMO Top of Denmark (FTOD and municipalities) Prolonging of season Product development Networking within sector Re- develop- ment The DMO Top of Denmark (FTOD and municipalities) Develop product on the basis of market intelligence and extended local product knowledge All-year tourism Networking outside traditional tourism sector

Organisational change from fragmentation towards centralising network Funding change external opportunities/demands gradual widening of resource base Gradual strategy development from service optimisation via joint marketing towards product development initiatives DESTINATION TOP OF DENMARK Developing a decentralised network

DESTINATION TOP OF DENMARK Knowledge and networking / 1 EMERGENCE PHASE Policy initiatives ActorsKnowledge processes Reservation System Marketing Product development Networking within sector Central Use existing coordination experience Interactions regional/(national) Local Produce knowledge of local experiences Interactions local/regional Joint Produce network interaction rules Transformation/contextualisation

DESTINATION TOP OF DENMARK Knowledge and networking / 2 RE-DEVELOPMENT PHASE Policy initiatives ActorsKnowledge processes All-year tourism Networking outside traditional tourism sector Central Use product development experience Produce market analysis Interactions regional/national Export/impact on national initiatives Local Produce knowledge of local experiences Interactions local/regional Joint Adjust network interaction rules Transformation/contextualisation

DESTINATION TOP OF DENMARK Knowledge and networking / 3

Some conclusions relating to EURODITE hypotheses intra/extra-regional combination important (intra dominating in 3 cases) importance of knowledge about knowledge (limited in cock-up case) importance of KIBS, but not always network ‘spanners’ importance of tacit localised knowledge (mobilisation key in 3 cases) DESTINATION TOP OF DENMARK Knowledge and networking / 4

Practical points difficult to distinguish between who/where etc -> repetitive text flexible distinction between phases -> difficult to compare Added value sufficiently comprehensive to generate ‘thick questioning’ possible to relate to EURODITE hypotheses Pending issues issues difficult to conclude prior to cross-case analyses have been undertaken comprehensively different? REFLECTIONS ON METHODS