1. BIOTOUR Project Meeting Varanger, May 2, 2017
Photo: Shutterstock
BIOTOUR Project Meeting Varanger, May 2, 2017
WP1 Jan Vidar Haukeland et al.
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

2. BIOTOUR WP1: Nature-based tourism in the Norwegian bio-economy
a) NBT sector analyses
b) Social change and trends
c) The NBT servicescape
d) Community resilience
WP2: Resource and product analyses
a) Modelling of risk-of-resource depletion
b) Landscape resource analysis
Case A: The composite adventure experience
Case B: The genuine wildlife experience
Case C: The pathfinder experience
Case D: The event experience
Case study themes
WP3: Market analyses
a) Integrated products
b) Segments
WP6: Outreach and communication
WP7: Project administration
WP4: Tourism actors and management
a) Motivations and profitability
b) Growth potentials
c) Management and interaction
WP5: Innovative tourism solutions
a) Packaged products
b) Market communication through ICT solutions
c) Knowledge driven entrepreneurships
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

3. WP1 Nature-based tourism in the Norwegian bio-economy
WP 1 approaches tourism in the Norwegian bio-economy in four different ways;
analysis of NTB supply structure,
analysis of social change and trends,
analysis of the NBT servicescape,
community resilience.
Four various approaches that are more or less interconnected.
Will as a framework for the BIOUTOUR project (state of the art in theories and empirical investigations),
But also represent basis for new knowledge in the various subthemes
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

4. analysis of NBT supply structure
WP1
analysis of NBT supply structure
Definition of NBT firms: Commercial firms offering nature activities and experiences against payment.
Empirical data;
Baseline date from 2013-survey of NBT firms (Stensland et al )
A national 2017 follow-up survey (with initial results report)
The new survey will provide:
More valid results
Comparisons/ developments/ trends (volume, structure and characteristics of the NBT supply side)
Supply data tailored to other WPs in BIOTOUR and subtasks in WP1
Positioning of the NBT firms in BIOTOUR’s case study areas
Direct involvement from the NBT industry partners in BIOTOUR
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

5. WP1 analysis of NBT supply structure
survey, launched April 24, 2017
addresses mainly collected by means of:
Contacting 86 destination organizations and their websites
Web searches by:
- place name (tourism offices n=300) + nature experiences
- municipality name + «activties» («naturguide» «ridning» «sledekjøring» «seiling» «dykking «grottevandring» og «kajakk»)
Certain websites for hunting and fishing products
Member list from HANEN and Din Tur
Split samples: AB – 1366 respondents AC – 1368 respondents
Also using list from 2013.
Got memberlist from HANEN and Din Tur
naturguide» «ridning» «sledekjøring» «seiling» «
dykking «grottevandring» og «kajakk»
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

6. WP1 analysis of NBT supply structure
Characteristics of the NBT sector in Norway as whole:
Where firms are located, and type of products (long list of activities …) they offer, number of customers
Integration with other industries
Perspectives on trends (growth and decline)
Market characteristics, prepared vs. non-prepared, experienced vs. non-prepared customers, seasonality, main source markets, etc. Pleasure vs business market orientation.
Dependency on natural resources (protection - wilderness, facilitation, infrastructure, etc.)
Entrepreneurship (type of business, development phase, motives)
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

7. WP1 analysis of NBT supply structure
Characteristics of the NBT sector in Norway as whole, cont.:
Localization of business (municipality/ municipalities)
Use of electronic media (marketing, customer service, accounting, etc.)
Innovation (new products, product improvements – and why/ why not innovations are made)
Economy and employment (turnover, costs, size and composition of staff (local or not), employment, etc.)
Last years’ growth and prospects for future development (turnover, employees)
Respondents’ characteristics (professional background, education, age, gender, etc.)
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

8. WP1 analysis of NBT supply structure
Characteristics of the NBT sector in Norway as whole, cont.:
Type of land property (own, other private, commons, state owned)
Type of natural resources (forest, mountain, lakes, coastal …)
Alternative use of land without tourism?
Membership in formal industry or interest organizations, and assessments of their importance
Business networks (type of actors, their localization and type of exchange or support)
Actors’ social functions on local level (contribution to “community resilience”)
Eco-certification of firms
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

9. Case areas Trysil Hardanger Varanger BIOTOUR May 2, 2017
Photo: Shutterstock
Photo. Shutterstock
Trysil
Hardanger
Photo: Jonas Hasselgren
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

10. WP1 ii) analysis of social change and trends
Objective;
analyze social change and trends in NBT in Norway, and internationally
critically assess the dynamics and future of NBT in wider environmental, social and economic contexts
Identify “mega trends” affecting tourism and associated natural resources; an input to identification of trends specific to NBT and the thematic areas of BIOTOUR
Analyze more specifically participation trends in outdoor recreation activities of significance to NBT in Norway
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

11. WP1 ii) analysis of social change and trends
Method/ empirical data;
Systematic analysis of secondary data on outdoor recreation participation
Delphi method:
Systematic literature study
Input to three rounds of expert panels in five countries (Norway, Sweden, Finland, the Alp region and the Western US)
Industry partners are involved in the expert panels and the four case study themes will be covered
Data collection time frame:
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

12. WP1 ii) analysis of social change and trends
Delphi method;
Five expert panels representing five countries:
Norway, Sweden, Finland, the Alp region and the Western US
Three steps:
First step: To identify more general trends in the NBT sector
Second step: To identify more specific trends in the NBT sector, BIOTOUR thematic trends and future prospects from the sector
Third step: Close ended questions to measure the strength/significance of the trends  in the NBT sector
Launched mid March 2017 and onwards, first step still active
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

13. Expert panels, Delphi study
Category 1
Government/ministry 2
Regional tourism associations, destinations, municipalities 3
Tourism marketing organizations (Visit …) 4
NBT company or association 5
Outdoor industry (equipment, clothing etc.) 6
Outdoor recreation organizations, non-profit organizations 7
Organizations managing infrastructure, natural resources and/or environments for NBT 8
Academia, consultants 9
Media (special interest in tourism and/or outdoor recreation) 10
Youth organizations (special interest in tourism and/or outdoor recreation)
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

14. Expert panels, Delphi study
Invited – responses in first round (per April 28, 2017)
Norway
22 – 18 (1 reject)
Sweden
21 – 19
Finland
10 – 9
The Alps region
10 – 6
The Western US
10 – 7
Qualitative data to be analyzed:
trends,
drivers,
challenges,
opportunities,
activities …
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

15. Delphi Study timeline Topic Method Time Period A 1 B 2 3 C
Topic
Method
Time Period A
Identification of “mega trends”
Lit. review
2016(3)-2016-(4)
Background report
2017(2) 1
Identification of expert panels in Norway, Sweden, Finland, Alps region, Western US
Delphi
2016(4)
Expert panel first round (open ended questions):
2017(1)-2017(2)
Intermediate report, synthesis step 1
2017(3) B
Inventory of trend data regarding (a) participation in OR activities (NBT demand) and (b) Biotour themes
Data mining
2017(3)-2017(4) 2
Expert panel second round (open + close ended questions): …
- Send out early Sept
- Meeting Trysil in Oct:
Discuss results
Prepare round 3
Intermediate report, synthesis step 2
2017(4) 3
Expert pane third round (close ended questions):
2014(1)-2018(1)
- Send out in Jan
- Meeting Hardanger in April:
Prepare report/articles C
Final report
2018(2)-2018(4)
Article(s)
2018(4)-
Validation workshop (Norwegian) ?
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

16. WP1 iii) analysis of the NBT servicescape
Objective;
Analyze the role of the operational setting (servicescape) in the successful (co)creation of NBT experiences, i.e. study key features and conceptualize NBT from the supply side (the service setting)
Study relationship dynamics among various resource users and their (in)direct influence on the NBT operational setting: servicescape as a multifunctional landscape
Study strategic cooperation among service providers in an operational setting/landscape necessary for creating a holistic NBT experience(scape)
Analyze the less controllable/predictable factors in NBT servicescapes and the agency of NBT operators in navigating and acting upon them
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

17. WP1 iv) community resilience
Objective; Analyze how the NBT sector can contribute to resilience in the wider society / local community, in terms of social, ecological and economical aspects
Social resilience:
NBT firms contribution to social capital and community resilience
NBT’s role in affecting local outmigration/ in migration
NBT firm owners’ roles in local community
Ecological resilience:
Contributions to providing a complementary source of income (reduce likelihood of crossing ecological thresholds)
Economic resilience
Contribution to livelihood diversity and local economic health
BIOTOUR May 2, 2017
Norwegian University of Life Sciences

18. WP1 iii) community resilience
Method/ empirical data;
Baseline data from national NBT surveys in Norway (requires input to and output from the national 2017 NBT survey)
Supplementary qualitative interview data with NBT firms
Case study themes A, B and D will be focused
Participation from case study tourism businesses
BIOTOUR May 2, 2017
Norwegian University of Life Sciences