1. COMBINING KNOWLEDGE IN TOURISM DEVELOPMENT The case of North Jutland, Denmark Henrik Halkier Aalborg University halkier@cgs.aau.dk Tourist overnights

2. COMBINING KNOWLEDGE IN TOURISM DEVELOPMENT The case of North Jutland, Denmark Henrik Halkier Aalborg University halkier@cgs.aau.dk 1.Tourism, innovation and knowledge combination 2.Analysing knowledge dynamics in tourism 3.Temperate coastal tourism : A case study 4.Conclusions and perspectives

3. TOURISM, INNOVATION and KNOWLEDGE COMBINATION  Limited innovation an oft-repeated claim in tourism research  Small actors with limited resources  Many life-style businesses  Competitive pressure on European destinations growing  Cheap flights, also to far-away destinations  Internet creates new transperancy for experienced travellers  Need to stimulate change through public policy obvious  Refining existing experiences: Cumulative knowledge  New experiences/visitors: Combination of knowledges  Two challenges  Different forms of knowledge  Organisational fragmentation Henrik Halkier – halkier@cgs.aau.dk

4. TOURISM, INNOVATION and KNOWLEDGE COMBINATION Henrik Halkier – halkier@cgs.aau.dk Travel services commercial infrastructural On-site services accommodation catering transport Experiences prescribed/voluntary non-/commercial Market intelligence Production /consumption Consumption monitoring Conception/ design / marketing DESTINATIONS

5. TOURISM, INNOVATION and KNOWLEDGE COMBINATION Henrik Halkier – halkier@cgs.aau.dk Travel services commercial infrastructural On-site services accommodation catering transport Experiences prescribed/voluntary non-/commercial Market intelligence Production /consumption Consumption monitoring Conception/ design / marketing DESTINATIONS Symbolic Synthetic DIFFERENT KNOWLEDGE DOMAINS

6. ANALYSING KNOWLEDGE DYNAMICS IN TOURISM Qualitative approach focusing on  Inter-organisational relations  Creation, acquisition and use of knowledge  Different forms of knowledge  Activity domains: marketing, experience production, service, …  Analytical / Synthetic / symbolic  Tacit / explicit  Discourses on interaction and knowledge dynamics Henrik Halkier – halkier@cgs.aau.dk

7. TEMPERATE COASTAL TOURISM A case study of knowledge combination Studying destination Top of Denmark, North Jutland  Three municipalities, leading leisure tourism area  Small tourism enterprises, holiday homes, campin  A qualitative longitudinal study (EU FP6 EURODITE) Three stages of destination development Henrik Halkier – halkier@cgs.aau.dk OrganisationInitiatives 1989 Horizontal collaboration between tourism associations  Reservation System  Service  Marketing 1996 Municipalities and tourism associations create DMO  Prolonging of season  Product development  Networking within sector 2007- Municipalities and tourism associations sponsor DMO  Branding  All-year tourism  Extra-sectoral networking

8. TEMPERATE COASTAL TOURISM Knowledge combination, challenges and prospects Henrik Halkier – halkier@cgs.aau.dk Organisation: Mutual dependency in decentralised network  Widespread ownership to small centre via task involvement  Overcoming longstanding competition between localities  Securing local links to small firms  Overcoming public-private divide in knowledge/funding Knowledge combination gradually increase  Mobilising tacit knowledge of small private firms  Employed in joint promotion/innovation projects  Reaching outside ‘traditional’ sector (attractions, accommodation)  Food to increase attraction and prolong season  External sources of knowledge fairly limited  Caught in VisitDenmark-defined segmented universe

9. COMBINING TOURISM KNOWLEDGE Conclusions and perspectives Henrik Halkier – halkier@cgs.aau.dk Development and policy challenges  Addressing longstanding organisational-cultural barrier  Inter-local rivalries, public-private  Successful mobilisation of tacit knowledge  for marketing (and development) purposes  Combination of symbolic/synthetic knowledge across domains  Inward-looking knowledge strategies  Interpretative horizon defined by VisitDenmark segmentation Future research  Intertwining of knowledges and organisations pronounced  Knowledge typologies may be of less importance  Epistemic communities, communities of practice?  Organisational learning literature a source of additional inspiration