Innovations- og oplevelsesfokus i turisme

Kitt Henriksen

Studenteropgave: Masterprojekt


The aim of this paper is to analyze how the use of public-private partnerships and experience design can create value and growth within the Danish, regional tourism sector. On the basis of the regional cooperative networking and innovation project “Destination Fyn” drivers and barriers to innovation were identified and analyzed. Empirically, the analysis is based on a questionnaire consisting of a series of multiple-choice questions, and supplemented by text boxes that provide the opportunity to enter additional information. The questionnaire was mailed to the various public and private tourism providers participating in the regional cooperative networking and innovation project “Destination Fyn”. The multiple-choice elements of the questionnaire were compulsory. Completing the text boxes was optional. However, this mixed methods approach were applied in order to gain a more complete understanding of the phenomena investigated. Overall, the results showed that the tourism providers perceive the aims and scope of the innovation project positively. They point to the need for greater collaboration in respect to: Promoting the region via the development of a regional tourist destination image and website as well as innovative product design and thereby achieve increased awareness and subsequent visitation of the region. Consumers make purchase and repurchase decisions based on the totality of the experience available at a destination hence underlining the importance to understand the nature of the tourist’s consumer behavior, so that the process of decision making can be influenced. As consumer behavior of the tourist is changing, the focuses of the tourism providers need to shift from service functionality to designing holistic experiences. Public-private partnerships in tourism businesses require a readiness to engage in a reciprocal relationship that is based on mutual understanding and inter-organizational knowledge sharing practices. However, the presence of various barriers to innovation such as the accommodating providers’ lack of time, slow implementation of initiatives initiated by the public partners and most importantly a perceived lack of innovation in regards to designing holistic experiences impacts the project to such an extent that it can influence the overall aim and scope of the cooperative networking and innovation project.

UddannelserMaster i Oplevelsesledelse (MOL), (Masteruddannelse) Master
Udgivelsesdato24 jun. 2013
VejledereJørn Kjølseth Møller


  • Innovation
  • Turisme
  • Oplevelsesdesign