Reinventing the seaside?

Transcription

Insights in coastal tourism destination development
in north-western Europe
Timo Derriks
Credits
This feature report was published by the Research
Centre for Coastal Tourism.
Copyright © 2014 Timo Derriks, Research Centre for
Coastal Tourism
Reproduction of the information in this publication is
authorised, provided that the source is acknowledged.
Although this report has been drafted with the greatest
possible care, the Research Centre for Coastal Tourism
cannot accept liability for any damage caused by –
either directly or indirectly – the information provided.
This study has been prepared and carried out to serve
orientation purposes for a PhD study within the context
of coastal tourism reinvention. For related enquiries,
do not hesitate to contact the author by e-mail:
[email protected]
For more information:
Research Centre for Coastal Tourism
E-mail: [email protected]
Internet: www.kenniscentrumtoerisme.nl/en
Photography:
Cover photo:
Zeeuwse Bibliotheek (Beeldbank Zeeland)
Martijn Kraak Photography, www.martijnkraak.nl
In-text:
Timo Derriks
Zeeuws Bibliotheek
Geschiedenis Zeeland, www.geschiedeniszeeland.nl
Marsh Gallery, www.photohistory-sussex.co.uk
Backside cover:
Zeeuwse Bibliotheek (Beeldbank Zeeland)
Eddy Westveer
(for DNA Beeldbank, www.laatzeelandzien.nl)
Graphic and layout design:
Kees Hoendervangers, www.dtp-plus.nl
Insights in coastal tourism destination development
in north-western Europe
Timo Derriks
Table of contents
Summary
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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1
Introducing a cold-water coastal tourism study . . . . . . . . . . . . . . . . . . . . . . . . . .
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2
Literature review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
affected. Resorts could be at various stages of development, making it important not to generalize
2.1 Resort development in Northern Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
since challenges could therefore differ. If seaside renaissance is thought to be necessary,
2.2 Considerations in destination strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
approaches could be specified into destination regeneration, revitalization and reinvention.
2.3 Tourism destinations and products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Seaside resorts in north and west parts of Europe have faced managerial challenges due to a
declining or stagnating number of visitors. Competition from sunnier destinations overseas, a lack
of investment, pollution of natural resources, diminishing retail centres and insufficient marketing
caused economic and social problems as tourism declined and their image was negatively
9
Despite slight differences between these approaches, innovation aimed at improving the quality
2.4 Branding a destination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
of the visitor experience seems to be highly important in all three. Quality improvement is closely
2.5 Innovations in destinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
related to product development; a prerequisite for satisfying the changing tourist demands
and insuring long-term industry profitability. Up to this moment there are no clear insights in the
3
The followed road to the collection of discernments . . . . . . . . . . . . . . . . . . . . . . 16
similarities and differences of coastal tourism resorts in Northern Europe and why some resorts
seem to be better capable of reinventing their destination and realizing seaside renaissance.
4
Findings per destination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
The reason why this study has been executed is to gain an insight into the current state of
4.1 Discoveries in Coastal Zeeland (NL) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
affairs concerning tourism development in eight relatively comparable European coastal tourism
4.2 Discoveries in Sankt Peter Ording (D) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
destinations. Explored literature to guide the research concentrates on resort development in
4.3 Discoveries in Hvide Sande (DK) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
the context of north and western Europe; the aspects that could be considered in destination
4.4 Discoveries in Landskrona (S) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
strategies; the notion of the coastal tourism destinations and products; destination branding,
4.5 Discoveries in Sørlandet (N) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
and; innovation and its challenges at destination scale. The research is designed to describe a
4.6 Discoveries in Bray (IRL) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
variety of insights by presenting short case studies. The selected destinations for these cases are:
4.7 Discoveries in Rye & Camber Sands (UK) . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Coastal Zeeland in the Netherlands; Sankt Peter Ording in Germany; Hvide Sande in Denmark;
4.8 Discoveries in Baie de Somme (F) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Landskrona and Ven in Sweden; Sørlandet in Norway; Bray in Ireland; Rye and Camber Sands
in the United Kingdom, and; Baie de Somme in France.
5
Reinvention insights across Northern Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Results show that although destinations differ slightly in historical development, they still have
5.1 Sharing historical developments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
much in common concerning discussed contemporary aspects. Destination strategies focus mostly
5.2 Strategies and policies today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
on tourism reinvention, explained by creating distinctive place identities, enhancing the image
5.3 The actual coastal tourism product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
and innovating the tourism product. Besides improving existing facilities and services, destination
5.4 Branding the seaside . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
development in studied cases is characterized by the integration of meaningful experiences in
5.5 Destination innovation complexities and challenges . . . . . . . . . . . . . . . . . . . . . 89
either existing or new activities. The identity of these coastal resorts play an important role as it
could be that unique factor differentiating the destination from others. The identity, find in natural
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Practice theory: a promising approach to study tourism innovations . . . . . . . . . . . . 91
Acknowledgements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
destination, whereas experiential design is perceived to be limited concerning the tourism product
About the author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
in general.
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
or cultural resources, does play a certain role already in various tourist activities. Soft-adventure
activities (like hiking, horse riding, biking, surfing and others) are of importance in each
Insights in coastal tourism destination development in north-western Europe
1
In addition to stimulating meaningful experiences in things to do and see as a tourist, strategies
1 Introducing a cold-water coastal tourism study
also aim to improve the quality of accommodations provided. The quality is in several
destinations perceived to be (too) low to meet the needs of today’s tourists. Actual branding
generally covers images, logos and slogans underlining especially the destination’s natural
The coast attracts people, both to live there and to visit it. The beauty, diversity and range of
resources. Information to reach visitors is characterized by one way stream internet sites mostly,
activities and facilities offered by European coasts make them the preferred holiday destination
although there are also various interactive examples to be found within the destinations.
for more than half of all European tourists. The European Union believes a healthy environment
Interactive tourist information services are designed to unravel their demands so that tailor
is fundamental and favours the growth potential of new forms of tourism. Since Europe’s tourism
made information will inspire them personally. Reinventing requires innovation. Necessary
possibilities are so varied, most growth-generating initiatives will be on a regional or local
business innovation focus on the offered products, hospitality, service, quality, and experiences
scale (European-Commission, 2012). European resorts could be divided as resorts developed
whereas on destination scale, an innovation believed to be necessary is one in the mind-sets of
as so-called first generation resorts and those that developed as second generation resorts.
stakeholders involved. The willingness to change is important, just as trust, having a vision and
First generation resorts are defined as the early coastal resorts that began attracting the masses
networking. Collaboration is key to move from competing in one destination to competing as a
during 1920’s (Knowles & Curtis, 1999). Gale (2007) explains that many first generation resorts
destination. Once minds of different stakeholders are set to destination development as being a
are faced with diminished volume and value of the domestic long holiday market, due to the
collaborative effort, reinvention strategies are beginning to take shape.
emergence of competition from overseas ‘sun, sea and sand’ resorts. Gale (2007) implies that
it is important not to generalize about these European resort’s decline and overlook the fact that
the resorts in question could be at various stages of development. This presented study offers an
insight into similarities and differences between various coastal tourism destinations located in
different counties along the North-western European coastline. The literature related is reviewed
within the next chapter. It concentrates on resort development in this part of Europe, the aspects
that could be considered in destination strategies, the notion of the coastal tourism product and
its destinations, the way destinations could or should be branding themselves as well as on the
challenges related to destination innovation. Reviewing the literature resulted in the following
general research question:
To what extent are development, reinvention reasons, strategies and challenges
similar in eight different coastal tourism destinations in North-western Europe?
To answer this question a total of five research questions are formulated, closely related to
the topics discussed in the literature review. These questions were directed to a total of eight
destinations along, what Gale (2007) terms, ‘the cold-water coast’. The answers to these five
question offer various insights into various similarities and differences and are not intended in
any possible way to generalise about North-western European coastal tourism resorts. The five
questions are formulated as:
1.What could be said concerning the historical development of these destinations?
2.What could be said concerning destination strategy formulation, description and execution?
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3.What could be said concerning contemporary product-market combinations and their
qualities?
and present the gathered insights per visited destination, per topic and per perception of source
addressed. These results are discussed and related to literature findings in chapter five. In chapter
4.What could be said concerning the way destinations brand themselves?
six, practice theory is introduced as a promising approach to study innovation challenges in
5.What could be said concerning innovation challenges within these destinations?
coastal tourism destinations.
The questions have been operationalized, using discussed literature, into a topic list that has been
used to approach eight selected destinations by desk research, expert interviews and researcher
observations. Chapter three explains how the research has been designed and how data related
to the destinations was collected, analysed and reported. The following eight destinations have
been visited: Coastal Zeeland, the coastal zone of the province of Zeeland along the North
Sea, the Netherlands; Sankt Peter Ording, a well-known resort at the North Sea located in
Schleswig-Holstein, Germany; Hvide Sande and the Ringkøbing Fjord, situated at the North Sea
in the west of Jutland, Denmark; Landskrona, and the Isle of Ven, situated at Öresund and part of
northwest Skåne, Sweden; southern region Sørlandet, including the resort Mandal, famous for its
long-stretching beaches, Norway; Bray, an urban centre and seaside resort in Wicklow, twenty
kilometres south of Dublin, Ireland; medieval Rye and closely located beach village Camber
Sands in East Sussex, United Kingdom and; Baie de Somme, almost opposite of Rye and
Camber, at the Picardian coast, France. The map on the next page showing these destinations
could also be explored digitally by clicking this link. The results are discussed in chapter four
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2 Literature review
2013). The evolution of tourism areas is a complicated multiple-level coevolution rather than a
simple six staged curved as suggested by the TALC model (Ma & Hassink, 2013). Baidal et al.
2.1 Resort development in North-western Europe
(2013:187) summarize that ‘the dynamic and complex nature of tourism areas precludes the
application of pre-established theoretical models in favour of diverse theoretical approaches’.
External and internal factors underlie uneven tourist area evolutions, not necessarily fated to
The development of a coastal destination can be described in a series of stages defined by
decline.
the number of visitors and the infrastructure (Agarwal, 1997). This evolutionary cycle as first
Regardless the academic debate on the use of models, European resorts could rather simple
introduced by Butler consists of six stages, namely exploration, involvement, development,
be divided as resorts that developed as first generation resorts and those that developed as
consolidation, stagnation and post-stagnation. In many northern and western European resorts,
second generation resorts. Coastal resorts in Northern Europe could generally be labelled as first
visitor numbers are perceived to be stagnating or declining. Gale (2007) claims that an
generation resorts, defined as the early coastal resorts that began attracting the masses during
increasing number of these destinations labelled as first generation resorts are now faced with
1920’s (Knowles and Curtis 1999). These resorts have been going through a change on the
thinking the unthinkable: whether they should exit the tourism industry or not. In 2002, Agarwal
organizational and operational levels along with changing number of visitors following Butler’s
critically analysed Butler’s tourist area lifecycle model and although she agrees on its usefulness
life-cycle stages. The development of first generation resorts over a sufficiently long period of time
as being a universal evolutionary model, she suggests that ’a restructuring thesis offers a more
saw tourism not as the only component of the economy (Knowles and Curtis, 1999). One of the
comprehensive if complex approach to understanding the post-stagnation phase of resort
major differences between first generation and other generation resorts is their developmental
development’ (Smith 2004:19). By applying the restructuring thesis to tourism, economic options
period. In the eighteenth century, a number of spa towns developed throughout Europe (Urry,
available to resorts in terms of their future regeneration will earlier make sense. Baidal, Sanchez
2002). In this age, the beach was a place for medicine rather than for pleasure. At first the
and Rebollo (2013) believe that the tourist area life cycle concept exhibits indeed parallels
resorts were only accessible for those who had the money to rent or buy a seaside apartment.
to theories of productive restructuring since both agree on the need to engage in corrective
Due to an increasing interest in sea bathing, combined with the extensive coastline, a rapid
measures able to avoid decline and its effects. Agarwal (2005), in the framework of productive
growth of seaside resorts later that century became evident. Societal developments, as increases
restructuring theory, viewed destination decline as a result of the interaction between internal and
in economic welfare and urbanization, caused the replacement of medicalised beaches by
external forces. The internal forces reduced competitiveness of a destination while at the same
pleasure beaches in the mid-nineteenth century. The post-war period witnessed growth of seaside
time external factors intensified competition.
resorts within the 1950s but also rapid declines in the 1970s and 1980s. The fact that since that
Baidal et al. (2013) describe the evolution of destinations in terms of a transition from Fordism to
era the seaside can be constructed and gazed upon anywhere is one argued reason for decline.
post-Fordism resorts. The cultural changes associated with post-modernism played an important
Another reason was the loss of interest in the sea itself (Urry, 2002). The sea became less
role in the loss of attractiveness that British coastal resorts experienced since the 1970s (Urry
attractive than the sun became to be, which was presumed to produce health and sexual
1990). Besides cultural changes, changes in demand and technological innovations are
attractiveness. The ideal body was a tanned body. Diffusing this perspective to all social classes
emphasized (Poon 1993) as well as flexible production systems (Agarwal, 2002) to explain
resulted in package holidays, especially to southern Europe. Northern European resorts could
evolution and decline (Baidal et al., 2013). This does not mean all authors accept the notion of
not guarantee the production of a tanned body and were therefore seen as less attractive and
a linear transition from Fordism to post-Fordism as post-Fordist and neo-Fordist situations coexist
fashionable. Besides not being able to guarantee sunshine, northern European beaches could
in specific tourist destinations. The importance of local conditions and actions to modify effects
not guarantee clean water either (Urry, 2002). Smith (2004) indicates there are a few resorts
of regional or global developments is highlighted when proposing the global-local interaction
not experiencing decline and stagnation. Competition from sunnier destinations overseas, lack
process, following the ‘glocal’ nature of tourism development processes (Milne & Ateljevic
of investment in new facilities and products, pollution of the sea and beaches, decline of retail
2001). Traditional tourism research primarily focused on the evolution of tourism demand.
centres and insufficient marketing caused tourism destinations to witness economic and social
In this way, it ignored territorial dynamics aroused from the evolution of tourism resorts. An
problems. Tourism declined and the image was negatively affected accordingly. First generation
insufficiently developed analytical perspective in tourism research considers the importance
resorts responded slowly to market decline and strategic planning initiatives only emerged widely
of a resort’s economic functions and the extent of its centrality within a territory (Baidal et al.,
in the mid-1980s. Baidal et al. (2013) point out that the TALC model acquired special relevance
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for both the management of coastal resorts and as research subject, due to the need to identify
the tourist area will be unable to compete with its rivals and a spatial and numeric recession of
the stage of maturity and address the issue of potential future decline.
the industry will begin. On the contrary, if private stakeholders and public administrations carry
out some reorientation of the tourist area, its tourism may enter a different phase. This phase
2.2 Considerations in destination strategy
involves the reinvention of the tourist area, corresponding to a rejuvenation that is committed to
possibly an almost complete change of the characteristics and attractions of the tourist area.
Research to advance regeneration could study barriers, opportunities and support needs for
A resort could use and combine strategies to counteract decline, ranging from service quality
coastal enterprise development (Walton & Browne, 2010). Research in these topics is required,
enhancement and product diversification to repositioning or specialization. It might also select
as Browne believes coastal towns need to foster greater levels of innovation in enterprise
the approach most appropriate for its own situation. Bull (2002 in Smith, 2004) suggests
development. Another need signalled is one for more innovation in enterprise support, although
alternative development and diversification options could be considered by resorts as well.
Browne warns that due to a lack of research on coastal business development, programs can
Smith (2004) shares his analysis of some writers arguing old resorts never die, but instead find
be supply-led rather than demand led. The challenges for distinctive coastal enterprises are to be
new ways of reinventing themselves. Smith presents three different approaches to what he calls
found in the location, lack of critical masses, seasonality, recruitment and entrepreneurial skills
seaside renaissance; regeneration, revitalization and reinvention. Central in regeneration is
(Walter & Browne, 2010).
the diversification and strengthening of the local economy through tourism, culture and leisure
Gale (2007) proposes to seek for explanations of why some Northern European resorts succeed
services. It concentrates on employment creation, development of small and medium sized
and others fail when all seem to be subject to similar challenges. The success of destinations
enterprises and boosting visitor expenditure as well as multiplier effects. Revitalization focuses on
no longer lies in bundling products offered by different service providers to customers but in the
product enhancement. Topics included in revitalization are the upgrading of local facilities and
competitive processes that enable consumers to immerse themselves into and find elements that
infrastructure, town centre renaissance and environmental improvements.
they seek in (re)presenting and (re)producing their fragmented identities (Saraniemi & Kylanen,
Reinvention encompasses product innovation and includes the development of new attractions,
2011). Gale (2007) indicates the success of responses to decline, whether proactive or reactive,
rebranding, creation of a distinctive place identity and enhancing the image (Smith, 2004).
is one factor that differentiates resorts. Smith (2004) explains a reinvention of the image, identity
These three approaches offer the possibility of distinguishing between terminology apparently
and branding can only be achieved when quality products are offered. Quality improvement
being interchangeable or synonymous. Kozak and Martin (2012) indicate businesses might
closely relates to product development; a prerequisite for satisfying the changing demands of
cut prices, ignore approaches in renaissance and hope amount of visitors might increase
tourists and insuring long-term profitability of the industry (Smith, 1994).
once again. A better alternative in their eyes is to create new reasons and exciting offerings
to stimulate and lure visitors who normally visit other destinations. Basically, Kozak and Martin
(2012) believe that in order to maintain visitor stability, a destination really needs to reinvent
2.3 Tourism destinations and products
itself. Reinventing does not imply a one serves all strategy but a way of repositioning, focused on
the best overall strategy capable of improving the image and satisfying those segments that have
An ideal tourism product must meet customer demands, are produced cost-efficiently and are
the best sustainable growth opportunities. Smith (2004) explains that one action in renaissance
based on the wise use of a destination’s natural and cultural resources (Smith, 1994). Actual
will reinforce the success of another action.
definitions of a tourism product could be vague and imprecise, while a clear understanding of
British seaside resorts considered to be first generation have experienced all of the various post-
what constitutes a tourism product is indeed important. A misunderstanding constraints a smooth
stagnation scenarios as explained in the Butler life-cycle model (Knowles & Curtis, 1999). As a
functioning of the tourism system. The tourism product is a complex human experience. Tourism
result, Gale (2007) asserts that local authorities, in conjunction with other public agencies and
product development must therefore be an integrated process that involves information services,
the private sector, have responded to these challenges by implementing a range of measures
transportation, attractions and accommodations.
designed to rejuvenate tourism. In regard to post-stagnation scenarios, Garay and Canoves
Smith (1994) combines commodities with experiences, explained in various elements. Although
(2011) explain that if there is no reorientation of tourism through the actions of private local
the model is dated, its usefulness is not. The model poses a product concept that consists of
stakeholders or public administrations, the destinations will enter the decline phase. Consequently,
the elements of the tourism product and the process that assembles these products. In this, it
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acknowledges the role of human experience in the product while at the same time identifies
believes continuous learning and acquiring knowledge from the customers will be and remain
elements that could be empirically measured for economic magnitude measurement purposes.
essential.
It can both be applied to either discrete commodities or to a package of them that create one
Trauer (2006) discusses people’s desire for quality of life and escape of urban life as being major
overall tourist experience. Following, it is also possible to see a destination as one complete
motivators and push factors for travel. Saturated markets and their resulting increase of tourists’
tourism product. According to Smith (1994), the tourism product consists of five elements that
interests in experiences is reflected in special interest tourism: it reflects new values as for example
could be illustrated in a series of concentric circles. The physical plant is the core of the model,
an increased importance of outdoor activities, awareness of ecological problems, educational
service and hospitality the second and third circling layers, the outer two layers are components
advances, aesthetic judgment and improvement of self and society (Trauer, 2006). Segmenting
of experience, namely freedom of choice and involvement. The tourist product covers these
by means of people’s motives for leisure activities and travel behaviour can help to give insight in
aspects while moving from the core to the encapsulating shell of involvement. Progression along
tourists’ demands and guide tourism entrepreneurs in their innovative strategies.
this line correlates with declining direct management control, increasing consumer involvement,
increasing intangibility, and decreasing possibilities for empirical measurement.
There is an extensive body of literature per subject, whereas the importance of each element
2.4 Branding a destination
varies. The importance depends on the specific type of product under consideration. Still, as
Smith (1994) argues, the five elements are incorporated in all tourism products. The success of a
Concerning strategic marketing planning and brand management, Saraniemi and Kylanen
tourism product in meeting the needs of tourists depends on how well each element is designed
(2011) suggest it is important to define the nature of a tourism destination and to build the
and integrated with the others. In this sense, it is not a simple combination of the five elements;
right preconditions for successful destination-level marketing. Elaborating on special interest
due to synergistic interaction among the components the product is more than the sum of its parts.
tourism, Ali-Knight (2011) describes niche tourism as to how a specific tourism product can be
A quality and satisfying tourism product combines a good physical plant with competent service
tailored to meet the needs of a particular audience or market segment. Niche tourism could help
and warm hospitality, while offering tourists something to choose from and different possibilities of
destinations to differentiate their tourism products and compete in an increasingly competitive and
involvement (Smith, 1994). Having such a product touches basically all components of society,
cluttered tourism environment by means of image creation. The branding of a destination could
whereas the tourism industry is indeed organized and characterized by offering multiple activities
then function as a widely used tool to bring back the holidaymakers into the specific destination.
dedicated to satisfying the tourists’ needs (Aldebert, Dang & Longhi., 2011). Tourist products are
Destination branding is not about managerial choices in choosing the right marketing techniques,
complex and heterogeneous as they combine elements separated in time as well as in space,
but about understanding the markets in their symbolic, discursive and process-related nature
often packaged in interrelated products and services (Caccomo & Solonandrasana, 2001 in
(Saraniemi and Kylanen, 2011). Ali-Knight (2010) emphasize this understanding becomes
Aldebert et al., 2011). Packaging and bundling are still central in the tourism industry, while
even more vital when considering the ever-expanding forms of e-commerce, social media,
unbundling is increasingly becoming evident as well. With the rise of internet and social media,
and technological branding possibilities of a destination. Its unforgiving nature is something to
tourists increasingly pack tours themselves at home already, thereby ignoring the function of tour
consider as well, since the Internet and the pervasiveness of multi-layered images of destinations
operators. These tour operators or other agents involved in creating packages are heterogeneous
makes destination image management rather complicated. Smith (2004) argues it is open to
as they can range from micro family firms to large multinationals and can include high tech or
debate whether it is easier to revive a declining tourism industry than to develop a completely
low tech activities (Aldebert et al., 2011).
new one. Reviving is strongly depending on resources, context and public support. It could
That customers are looking for experiences rather than destination driven products is caused by
also be asserted that the end-result of a tourism destination is dependent on the post-stagnation
having saturated markets (Weiermair, 2004). Weiermair (2004) believes rewarding tourism
scenario it follows and the efforts made in the context of destination branding. With this in
experiences are created through innovation and product development. This experience creation
mind, it can be said that marketing rather than being considered as a sole business activity of
should cover elements and/or products features as explained by Pine and Gilmore (1999, in
companies, should be developed into an openly accessible practice in order for a destination as
Weiermair, 2004). These features entail ‘entertainment’, ‘educational’, ‘aesthetic’, and ‘escapist’
a whole to remain competitive and maintain its position in the tourism industry.
elements or features. In this sense, the destination will act as a stage on which the tourism firms
The difficulty, however, is the reality of having different agendas within the same geopolitical
are the actors. In addition to the features as explained by Pine and Gilmore, Hjalager (2002)
area as there are always different communities within the community.
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Values within communities can differ as well, and as different levels of government will be
being such a competitive force. Nevertheless, the industry seems to be able to quickly adopt
involved, there will be different access to power. Macbeth, Carson and Northcote (2004) argue
technological innovations for many purposes, ranging from improved serving methods or
that tourism development is more likely to succeed in the long run when inclusive planning is used
marketing and product development. Guests increasingly see tourism companies using customer
on the one hand, and on the other the availability of sufficient social capital on which tourism
relationship management and cleaner technologies for example. Not always noticeable for
development can be build further. As indicated by Macbeth et al. (2004), communities in the
guests, technological innovations can also take place in the back office, think of the increasing
possession of a strong sense of identity who value their own culture, heritage and lifestyle are in
usage of yield management to name one example (Camisón & Monfort-Mir, 2012). The diffusion
a good position of designing tourism products that match their sense of community value while
of innovation is characterized by a low propensity for the development of new processes and
being attractive to potential tourists at the same time. In this sense, social capital can contribute to
products, especially in micro or independent tourism companies employing less than five persons
regional tourism development while benefiting from it. Macbeth et al. (2004) state incorporation
(Weiermair & Peters, 2002 in Camisón & Monfort-Mir, 2012).
of social and cultural capital within a triple bottom line approach to tourism development should
In tourism literature, basically five categories of innovation could be defined, which all embrace
do more than balancing the needs of the community with the needs of the tourism system; it
newness. Mei et al. (2012, but also Hjalager, 2010) give an overview of these various
should strive to become one and the same set of needs. In this way, everything that is good for
categories of tourism innovation. The product or service innovations is one category consisting
tourism will be good for the community, and the other way around. As believed by Baidal et
of changes that are observed by the customer as new. Process innovations, another category,
al. (2013), tourist destinations are able to adapt to circumstances and can influence their future
entails new or significantly improved methods from production or delivery aimed to increase
evolution. Although it seems destinations are fascinated with decline, most of them still attract
efficiency, productivity and flow. Managerial or organizational innovations emphasize the new
visitors as some have been doing already for over the last two hundred years. The key to survival,
or significantly improved ways of organizing internal collaboration within a firm’s own business
in this sense, lies in the ability to adapt to ever-changing circumstances (Baidal et al., 2013) and
practices, workplace or organization or external relations. Another category concerns marketing
brand the destination accordingly.
innovations that focus on new or significantly improved marketing methods that include the coproduction of brands as well. The final category entails institutional innovations. Innovations in
2.5 Innovations in destinations
this category are characterized by new or embracing collaborative/organizational structures and
legal framework that redirects or enhances the business in fields of tourism (Mei et al., 2012)
Studies on tourism innovation are scattered and fragmented (Paget et al., 2010), research
Entrepreneurship and innovation are necessary to reinvent destinations. Since the mid-1980s,
concentrated on innovation processes within the tourism industry is relatively young and scarce.
as indicated by Jóhannesson (2012:181), entrepreneurship and innovation ‘have been
The empirical knowledge concerning the effects of innovation action in tourism enterprises and on
surfacing as key words in policy and academic discourse on the ordering of the economy
tourism destinations is limited (Hjalager, 2010). Innovations are not episodic for many enterprises
and competitiveness of regions and these are usually framed as main drivers of economic
and groups of enterprises. Instead, they are continues and never-ending whereas its processes
growth’. Early studies have not been able to develop a useful working definition of innovation
could create snowball effects. In addition, it has been emphasized more research is needed on
(Johannessen, Olsen & Lumpkin, 2001, in Mei, Arcodia & Ruhanen, 2012). Hjalager (2010)
innovation at the destination level (Hjalager, 2010: Mei et al., 2012).
adds different actors have different understandings of whatever they perceive as being
Scott, Baggio and Cooper (2008) argue the tourism industry is quintessentially a network
innovative. Essentially, innovation can be seen as the process of creating change, in which the
industry, making network analysis therefore suitable for the study of tourism and its phenomena
concept simply is the introduction of new things or methods (Steele, 1975 in Mei et al., 2012).
like innovation. Macbeth et al. (2004) believe innovations depend implicitly on a regional area’s
Camisón & Monfort-Mir (2012) believe innovation has been spotlighted as a crucial emerging
social capital, but also on the complex relationships between organizations and individuals
force for the (international) competitive position of tourism destinations and companies. Innovation
acting in innovation processes. Hjalager (2010) strongly pleas to address tourism innovation
and especially the willingness to change is important, as well as organizational innovations.
in multiple ways using several methodological approaches. Network analysis can serve as an
Another critical variable is the technological modernization of processes, facilities and products,
analytical framework to analyse these relationships in terms of alliances and linkages across
while improvement of information technology in general should also not be neglected (Camisón
organizations (Scott et al., 2008). Analysing tourism networks encompassing innovation could be
& Monfort-Mir, 2012). Innovation is still an unresolved issue in tourism companies, despite
approached both quantitatively and qualitatively.
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Quantitatively, visualization enables to demonstrate the most important features of a network
might be a result not benefiting the innovation potential (Nauta, Gielen & Boer, 2011). In this
structure (Scott et al., 2008). Tools for complex systems could measure link characteristics that
sense, collaboration could be seen as an element of major importance.
lead to an effective examination of the roles different actors have in a network. A qualitative
Collaboration might in fact be the reason for a network to exist and can be defined as a
network approach recognizes blurred lines between the private and the public, therefore fitting
process in which key stakeholders of a problem domain, for instance planning or marketing,
well with tourism’s reality of being a multi-dimensional area of public and private sector policy
are jointly making decisions about the future of that domain (Gray, 1989 in Scott et al., 2008).
interest. It recognizes different memberships of actors in different networks, resulting in varying
Interest in collaboration has arisen since it is thought that tourist destinations can successfully
powers, roles, functions and level of support and interaction in these structures (Dredge and Pforr,
gain competitive advantage when knowledge, expertise and other resources are being brought
2008). Governance in a destination depends on the number and type of actors, existing linkages
together (Kotler et al., 1993 in Scott et al., 2008). Collaboration equals the efforts in mutual
and power constellations comprising the destination network. For this reason, it is important to
benefit and common purpose achievement and therefore involves the exchange of information,
balance government and industry dominance in destination management organizations, the
the altering of activities, the sharing of resources and the enhancement of another’s capacity
active networks and passive policy communities (Dredge, 2006b in Strobl & Peters, 2013).
(Huxham, 1996:28 in Scott et al., 2008). Ultimate competitive advantage lies in the ability
Development of destinations and innovation therefore depend upon which actors are connected
to learn, transfer the learned and act quickly on it (Welch, 2001 in Shaw & Williams, 2009)
to each other and which ones are able to exert influence in the network. Important actors are
whereas knowledge is embedded in an organization’s members, tools and tasks (Argote &
entrepreneurs as they could be labelled as the main drivers of innovation in tourism destinations
Ingram, 2000 in Shaw & Williams, 2009). It is therefore an important factor to consider when
as well as initiators of adaptation when environments are uncertain and changing (Strobl &
studying seaside resort reinvention processes as well as tourism innovation in general.
Peters, 2013). When explaining entrepreneurial agency, structural factors must be included since
entrepreneurship requires entrepreneurial opportunities and the entrepreneurs themselves should
be able to access salient resources. Opportunities open up and resource access is enabled once
actors are situated in networks, albeit influenced by the strength of ties. The attitudes and values
of actors connected by strong ties are similar, whereas tie strength is determined by frequency of
contact, emotional intensity, trust and reciprocity of a relationship (Strobl and Peters 2013).
Paget et al. (2010) explain that involved actors all find their own interests through the collective.
Innovations are described by Akrich et al. (2002) as on the one hand inventions, covering
ideas, plans and prototypes, while on the other it can be seen as the first successful commercial
transaction. Between thinking and selling, a mysterious script comes into play. Promising projects
can fail while others might create an unforeseen success, questioning how these processes can
be explained. To really understand the reasons for success or failure, it must be accepted that an
object is likely to succeed when it is capable of interesting more and more actors.
Focusing on interaction as an important element in interesting other actors, intense interactive
networks between companies, knowledge institutions and governments are said to be a necessity
for economic clusters to be successful. Principally, innovation and regional economic growth
are linked to knowledge since knowledge changes economic activity and vice versa (Howells
2005). Involved connections provide continuous flows of knowledge, resources and talents.
Strategies of individual parties should be adapted to each other informally, resulting in casual
coordination. Balancing these interactions is important, as insufficient relationships result in an
innovation pace lower than possible due to too less knowledge being exchanged. However,
when actors have too strong relationships, lock-in effects as for instance exclusion of newcomers
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3 The followed road to the collection of discernments
In selected case, qualitative desk research, in-depth interviews and observations are chosen
as approach to collect various insights. Each approach uses the same general topic list as
research instrument. The topics are created following the literature review. Not all topics could
In this study, it is assumed that various North-western European coastal tourism destinations
be addressed and discussed equally per research approach. Content analysis of websites
indeed do witness some level of stagnation or decline in visitor numbers and have certain
about tourism development could for example give a better answer to topics related to historical
reasons and ideas to combat this to attract more visitors once again. The research design and the
development than observations; in-depth interviews are more suited to unravel innovation
collection, analysis and reporting of data are explained in following paragraphs. The objective
challenges and observations of the researcher add to contemporary coastal tourism product
of this qualitative research is to gain an insight into similarities and differences between various
experience. Desk research has been executed by searching first the general welcoming visitor
coastal tourism destinations located in different counties at Europe’s north-western coastline, or
websites. From there, the focus shifted on the search for documents concerned with destination
what Gale (2007) terms ‘the cold-water coast’. The following question results from this main
strategies and policies. The interviewees were selected using earlier executed desk research.
objective: To what extend are development, reinvention reasons, strategies and challenges similar
Sources addressed sometimes shared names and contact details of people involved and if
in eight different coastal tourism destinations in North-western Europe? To answer this question
not, the specific institute related was contacted. For each visited destination, appointments
a total of five research questions are formulated. These five questions relate to the topics of the
with experts had been arranged prior to the summer holidays. Desires existed to talk with
literature review discussed above. Answers to these five question offer various insights and are
more stakeholders and snowballing was used but unfortunately, many people were either
not intended to generalise about North-western European coastal tourism resorts in any way. The
too busy or not available and some institutes were closed during public holidays. Eventually,
five questions are formulated as:
there were 22 in-depth interviews conducted with people that could be called expert based
1.What could be said concerning the historical development of these destinations?
on their involvement, positions and related job experience. Experts were concerned with
2.What could be said concerning destination strategy formulation, description and execution?
tourism development either locally or regionally. They operate their activities related to tourism
3.What could be said concerning contemporary product-market combinations and their
development from a policy, entrepreneurial or nature conservation position. In addition, many
qualities?
entrepreneurs have been spoken briefly, their results are partly integrated when they matched
4.What could be said concerning the way destinations brand themselves?
observations but are not analysed and reported as isolated research findings. The observations
5.What could be said concerning innovation challenges within these destinations?
concerning the quality and offer of the contemporary coastal tourism products relied on the
experience of the researcher. A bibliography per case study, sharing the sources addressed, is
Although it could be argued this research is solely descriptive in its objective to describe a
available upon request.
variety of insights, its qualitative nature also strives to explain and evaluate whenever possible.
Information collected by desk research has been analysed for relevancy and structured to
In order to actually gain the desired insights, a total of eight cases are studied. To study these
provide information on each topic per destination. All interviews were recorded, transcribed and
cases, multiple methods were being used. First, desk research has been conducted to gather
analysed for relevancy and summarized to provide information on each possible topic. Since the
insights in historical development, contemporary offers, strategies and branding aspects. Using
objective is to gain an insight into the historical development, strategy focus and execution, the
these insights, in-depth interviews were prepared and held with people involved with local or
contemporary product, branding and innovation challenges, the findings should be interpreted
regional tourism development onsite. Combining these gathered insights with the researcher’s
that way. By no means does this study strive to generalize about cold water coastal tourism
own observations at the destinations cared for efforts in triangulation as it resulted in more
destinations or even to present the insights offered by desk research, interview experts and own
complete insights of the investigated issues: different data and methods addressed the same
observations as being the reality of these destinations. For this reason, insights per destination
questions. Onsite field research was conducted during approximately seven weeks in the period
are presented in a structure that clearly divides between topic, followed by resulting insights from
from May until August, 2013. Each case and/or its larger promoted destination was visited from
desk research, interviewed experts and own observations.
at least three to a maximum of six days. Case selection using accessibility and similarity as its
main criteria resulted in eight cold-water coastal destinations: Coastal Zeeland (NL), Sankt Peter
Ording(DE), Hvide Sande (DK), Landskrona (S), Sørlandet (N), Bray (IRL), Baie de Somme (F).
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4 Findings per destination
concerning the need of improvement. There will be too much capacity and since the quality will
be doubtful, the tourist product of Zeeland will be negatively influenced. It is not possible for the
4.1 Discoveries in Coastal Zeeland (NL)
state to buy these campsites at the low end of the market as there is no money. Making other
tourism businesses as hotel chains interested in buying the campsites to build their own premises
is difficult.
Historical development
It was around 1835 when people started visiting Domburg to ‘cure’ themselves. The regions in
the province of Zeeland where still separated islands at that time, limiting accessibility. Besides
Domburg being the first real seaside resort in Zeeland; Cadzand, Vlissingen, Koudekerke,
Zoutelande, Oostkappele and Vrouwenpolder could be seen as upcoming, small seaside resorts
as well since these places were better connected. The island of Schouwen-Duiveland had weaker
connections, resulting in the development of their seaside resorts a few decades later. In 1939,
the region of Walcheren could accommodate 3,000 visitors already, mostly in hotels and small
guest houses. Holiday houses and campsites offered around 700 tourist stay possibilities at that
time. In the sixties, tourist numbers increased rapidly, following economic growth and an increase
in leisure time. The demand for coastal holidays, especially from domestic and German visitors,
kept on increasing in the seventies, causing perceptions of nuisance. Increasingly, visitors start
complaining about the lack of variety in activities, also concentrating on a lack of amusement
during bad weather. From this period onwards, more cultural festivals for example were being
organized.
Strategies
Strategies concentrated on the coastal zone of Zeeland focus on quality improvement, since
the recreation landscape is said to be cluttering. Sustainability is of concern in many strategic
Caravans at a campsite in Zeeland
policies, including safety aspects ensuring water from the ocean will not be able to break through
the dikes. Promotion emphasizes ‘water’, which is always in close reach. In addition, a tourist
The problem is not limited to coastal Zeeland, or even Zeeland in general. In other parts of the
card is introduced, including loyalty and marketing research aspects, for the complete province.
Netherlands the same problems can be witnessed. The power to innovate is extremely low in the
Regional tourist information centres have transformed in one provincial tourist board offering not
low end of the recreation accommodation market, especially among campsite businesses.
just information, but inspiration for tourists visiting and experiencing the province.
The municipalities act according rules and regulations and tell campsites when they are not
According to expert 1, a true strategic development challenge is concerned with the quality of
obeying the rules but they do not have money to buy the campsites that have those poor
the existent campsites, being a point of attention for the complete province and not just linked
qualities on offer. The public sector does play a role in coordinating and stimulating innovation
to the coastal zone. It is estimated about one third of the hundred fifty regular campsites will be
efforts. However, the private sector is needed to actually invest money into new ideas, ranging
financially bankrupt in ten years. Owners could continue as a hobby, but in economic terms
from improving campsites to building new hotels. The public sector mainly has a say in zoning
they are bankrupt. Without investments and innovation, owners will not have any interested
and land use plans. Creating space, both physical but also in rules and regulations, for those
successors in the future. The quality of many campsites is low and a possible resulting problem
entrepreneurs that are innovative could be an option. Existing entrepreneurs are not completely
is when campsites are going on sale, or perhaps parts of the campsites as houses or mobile
aware of the power the region has to offer as a resource for tourism. They are all occupied
homes will be on sale. Consequently, there will be many owners instead of only a few to talk to
with their own day to day businesses instead of looking for true potentials. Innovation could be
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blocked by fear for anything new that could be a risk to existing businesses, communities or
especially not for the just as traditional campsites. The offers are very matured, perhaps outdated
nature. Cooperation is still hard to find. At some moments, there are initiatives but they are all
already. Restructuring campsites by creating fixed holiday homes that could be owned and rented
related to small package improvements instead of true innovative projects.
is something that comes instead often. Resulting is that the amount of beds offered are staying
To conquer the problems campsites will face in the future, there are several pilots running. These
the same, therewith not really help to solve the problem of overcapacity. A variety of mechanisms
pilots allow for specific relocations and support, aiming at improving or removing existing
are in place and tried to relocate amount of beds from one place to another but at the end, ‘you
campsites. Besides the problems and pilots associated with the quality of campsites, there are
basically want to get rid of them’, talking about the low quality campsites.
other projects concerning strategic development shared in the tourism development plans of the
Of course, there are many entrepreneurs that are concerned and involved, that do try to
province. Including in these projects are so called ‘leisure hot spots’. Several spots have been
innovate. On meetings, it were always the same one-third of the businesses that would come and
appointed that have large potential in recreation possibilities. In these hot spots, tourist activities
discuss problems and possible solutions. These entrepreneurs could be called ‘the active ones’.
could strengthen other functions as infrastructure and water sports and vice versa. Rules and
Other entrepreneurs; ‘you could ask yourself whether you should call them entrepreneurs at all,
regulations are more flexible when it comes to the realization of new projects. The estimated
as they only maintain the properties, collect the annual fees and money from the invoices, clean
economic spinoffs are important in this respect. Developing leisure hot spots that offer centralized
the toilets, repair stuff and mow the lawn; how entrepreneurial are you really?’ This category
good quality of tourist activities works together with removing or improving low quality offerings
of business owners are less concerned and are perhaps happy with the way things are going.
elsewhere. Combining these two strategic foci will hopefully let Zeeland realize her true tourism
In some way, they form an obstacle once you are trying to improve the industry’s quality level.
potential in the future.
Trainings were offered to try professionalize entrepreneurs but the problem often was that it
Expert 2 argues that in order to keep on suiting market needs, different positioning and
is close to impossible to create a good entrepreneur from somebody who is basically not an
redevelopment are points of attention. Dated campsites are a problem and as managers could
entrepreneur in first place. Having small, charming tourist offers are important while it seems
be aged 55+ combined with the land already paid for, there only remains to put fresh paint
that for quality improvement, economies of scale are necessary, meaning large companies
on the toilet building for example and everything is good to go for a new season once again.
should enter the market, which is also not that desirable. It is wished the atmosphere of offering
Apparently, there is still a market out there for these type of service and quality levels. It is a
something that is not massive will remain intact and have professional managers operating the
difficult issue since success can be defined in different ways and from different perspectives. For
businesses as well. Cooperation between entrepreneurs could result in economies of scale but
the regional image and promotional campaigns, the looks of these campsites are not favoured
although it is stimulated, it is very difficult.
while perhaps ‘low budget accommodation’ could be there to stay. Strategies that could alter
the service and quality of these accommodations are related to nature conservation for instance,
meaning campsites could be bought for nature’s sake. There are ways that try to steer the
campsite businesses but in the end, it is the managers that need to take final decisions. These
decisions have to deal with business continuation or innovation but a prerequisite is that the
managers themselves need to have the motivation and will to look at their businesses as such.
In Zeeland, there are many campsite place unites whereas the market requires less of these
actual sites to camp. Especially permanent mobile homes and campsite grounds seem to show
overcapacity towards the market’s needs and wishes.
Being an expert in innovation, expert 3 agrees the market is changing, the market for camping
basically has collapsed. At the end of the 1990s, people came to Zeeland without having
booked for their mobile homes and ended up in large numbers near the road on parking places
because all campsites were fully booked. There were even teams in place looking out for and
fining these so called ‘wild campers’. That ‘over-demand’ was before, now there is oversupply.
The traditional six weeks of being fully booked in the summer period is not a fact anymore,
20
The beach near Renesse
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Contemporary product
promotional and branding activities is the idea of visitors sharing their pictures and videos of their
Today, most of the accommodation provided is situated on campsites and seasonality is still
visit to Zeeland on the site themselves. Click here to see the ‘fan of Zeeland’ site.
clearly being witnessed. During summer holidays, domestic tourists are still visiting the coast of
Zeeland in high numbers, whereas Germans, Belgians and other, mostly still European, visitors
Innovation challenges
come to experience the Dutch coast in a pure way. The beaches are long and mostly clean,
Expert 2 argues that innovations do not have to be at full star quality levels, as many businesses
being awarded with Blue Flags, and families can be active in various ways. Water sports
are just dated. In addition, some entrepreneurs are doing a great job and could even be called
as windsurfing, sailing and kiteboarding are popular, although it is not allowed to kiteboard
pioneers in their field. They keep thinking and adapting their businesses accordingly. A large
everywhere.
group, however, really waits for things to happen and it is assumed they hardly have an insight
and interest in market needs and profit potentials. It is estimated about eighty percent of the
On beautiful days, the beach continues being the most popular tourist attraction, while on
campsite managers like to mow the lawn and in March collect money of permanent holiday
other days, tourists visit cities as Middelburg, Veere and Goes for shopping or experiencing
places for the entire year. At the end of the summer, they close the sites and go on holidays
heritage. Campsites and bungalow parks are still hosting the highest percentage of visitors.
themselves. Perhaps these people have to ‘see the light’ or simply move because it is extremely
Expert 1 agrees on Zeeland having relatively much of possible accommodation being situated
difficult to get to them. Entrepreneurs that do have vision and ideas are confronted with slow
on campsites and in general, their quality is relatively poor. Offered activities are of better, if not
processes concerning spatial policies for example. ‘If you are an entrepreneur, I believe you
solid and good quality. The true problem of the contemporary tourist product in Zeeland seems to
want to have it realized within one year while it often takes five, six to eight years.’ For tourism
be related to accommodation offerings, or more specific; campsites. Expert 2 believes there are
innovation, it is important to have support of other stakeholders as communities, governments
many outdated tourism businesses, especially accommodation wise and agrees on the problems
and nature conservation organizations. Without support, it will be difficult to realize, expert 2
related to campsites: ‘if you look at it from helicopter perspective, you will see that for example
explains. In a factory, innovation in technology, hardly touches surrounded people, while hotel
nice resorts could replace old campsites’. There are ‘a-locations’ in walking distance of the beach
constructions could disturb neighbours, change the community image, need more parking places
that are dated but people keep on return there since rates are low and location is great.
and might result in heavier traffic to give one example.
Judging from own observations, it could be said the coastal tourism product offered is good on
Expert 3 believes that in terms of cooperation, one should not expect high results. There are
average, whilst it is definitely not meeting its full potential yet. The coasts of Zeeland are not as
campsites, even under an official cooperation umbrella, that work together in an efficient
urbanized as destinations along the Belgium coast down south. Up north, coasts are often more
way. These entrepreneurs succeeded in looking beyond their own business successes and see
densely populated and are also visited by a high amount of day trippers. In Zeeland, the amount
the bigger picture. Working together in such a way is only realistic for the top five percent
and length of beaches is so extensive that, even in high season, there is still enough peace and
of the tourism businesses. Everywhere in Zeeland there is being worked together someway;
quietness to be found. Tourist experiences are offered by a variety of activities related to water
in hospitality and in leisure, people are jointly buying their necessities or are creating an
and history. Service and hospitality standards could be improved and indeed, there are many
information package together. Cooperation at a larger scale faces the problem that if you put
campsites that offer a quality that is doubtful concerning its possibility to meet today’s demanding
five or ten entrepreneurs in one organization, since you should see the cooperation project as
tourists.
a specific organization, the entrepreneurs are also customer of their own cooperative project.
They are employer, employee, customer and shareholder, but also supplier of the cooperation.
Branding
Within these projects, a variety of people play a variety of strong roles. In theory, different
The image of coastal Zeeland is integrated in the promotion of the complete province as a tourist
organizational models should make cooperation work but ‘that’s all easily said and will not work
attraction in which water plays an important role. The translated slogan is ‘Land in Sea’, its focus
in practice’. Concerning quality and camping, the only thing that might actually work is when
in this is authenticity. The province, but also islands and some municipalities executed a project
larger companies buy out the smaller ones or take over their businesses.
called ‘identity matching’ in which stakeholders worked on unravelling the true identity of the
Innovation, at least product innovation, always start with a good idea, how more value could
province, the islands (regions) and villages. The results of this process were eventually captured
be realized for a customer. It could be something that offers something new to a customer, that
in the specific ‘DNA’, able to serve promotional campaigns and tourism development. Part of
could help a customer more efficiently, that solves certain problems of a customer. Eventually,
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the next step is to just implement, execute or realize such an innovation. In tourism, innovations
things could be reinvented?’. It is amazing how long certain companies manage to keep on
related to spatial development are characterized by only a small period in which the idea is
existing, probably because there is just simply said still demand for the products offered by those.
created, a relatively short phase, followed by a long phase of realization; on average between
Innovation could for that reason also come from businesses not active in the tourism market….
five and fifteen years. It takes that long because that is just the fact on how long spatial planning
Yet.
procedures actually take. For this reason, being innovative also has to do with how fast an
entrepreneur moves through such a process, how smart he is in this, if he is able to acknowledge
all related aspects that need to be taken into consideration and how he should deal with other
4.2 Discoveries in Sankt Peter Ording (D)
stakeholders. Those aspects are very determining in whether an idea will be realized eventually.
It is this exact point of interest; when talking about innovation, people connect it with renewal
of accommodation that often requires such a process while generally, smaller improvements
The first signs of tourism in Sankt Peter Ording appeared when the first hotel in the city was being
could also cause innovation and economic gains. The expert argues that in his view, there is
built in 1877. In 1913, the first sanatorium was built, clearly being the first indicator of relating
not much interest into what people really think is important and how it could be made sure such
the resort to health. Sankt Peter Ording’s beach is about 12 km long and due to its width of
desired experiences will be fulfilled. Is the state of the accommodation really so decisive? Or
approximately 1 km at some parts, accessibility was not easy. In 1925, a pier was being built
are other elements of a holiday just as critical? ‘I can think of several other things that are much
on Ording beach, allowing people direct access to the sea. This wooden sea bridge allows for
more important to me as a tourist than having again another campsite or hotel being built or an
views towards the stilt houses and the wide beach with roofed wicker beach chairs so typical for
existing one been renovated or improved.’ Improvements could also be concentrated on customer
the German shore.
knowledge and information providence. Walking into a tourist office and being confronted with
a large wall of flyers makes it hard to pick just that one experience suitable for that specific time
and visitor. Organizations dealing with promotion are thinking about those aspects but have
limited resources as well.
Innovations that will make a difference for an entire sector asks for involvement of private,
individual tourism businesses but it should not be expected these entrepreneurs will take the lead.
Distributing hotel rooms is successfully done by people that do not come from the hotel industry,
for example. Those people see particular technologies passing by and think how they could
connect those to solve certain problems or to make things easier to people; it is a different ball
game. Once private, small business innovations are being realized, copying behaviour is a fact
but not necessarily a problem. At the end you won’t need only true innovators but the final tourism
product is the sum of all accommodations and facilities. From a regional perspective, it is an
advantage when the general level of the product is at a certain level. A part of the businesses
will always search to offer something authentic and think for their selves, creating special
offers while there are many copying and trying to keep up and participate, which is a way to
increase the general quality level. The way the tourism product is being constructed could make it
complex, while it is not necessarily needed to upgrade all different aspects and score on all each
element as equally high. Sometimes, improving a certain aspect will already result in noticeable
Beach chairs typical for the German shore
improvements. The digital possibilities could be of great usage in improving such aspects, for
instance with online or prior check-ins to avoid waiting queues, to name a very easy and obvious
Access by railroad to the city was possible since 1932 after extending the railways. It was not
example; ‘why don’t they just let go of the things how they are going right now and look how
until 1958 that the state recognized Sankt Peter Ording as a North Sea spa resort, including
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its sulphur spring. Sankt Peter Ording is divided in the seafront area, ‘Bad’, and the centre,
are dependent on their tour schedule. Local inhabitants are believed not to like the big events but
‘Dorf’. The seafront is more modern, housing most hotels and tourists shops whereas the centre
as tourism is so important for the local economy, they understand and cope. Besides, the events
is more picturesque with its smaller houses and old church. Expert 1 believes Sankt Peter Ording
are needed to attract families again in the future. Younger people now visiting the destination
developed following the tourism area life cycle. In the beginning, tourism brought prosperous
because of the events will return five years later, possibly with children.
times, mainly driven by wellness and medical related motives. A lot of the early tourists came to
Expert 2, concentrating on the regional level, illustrates that together with the tourism marketing
enjoy the natural resources, partly driven by the availability of sulphur. Although today people do
office, people of the entire region discuss future directions during board meetings. Discussions
not visit Sankt Peter Ording specifically for wellbeing reasons, the town is still known for its curing
are focused on the question which market segments are to be targeted. As a coastal destination,
possibilities.
the beach and bathing will always be integrated in the strategy, but especially nature experience
and also a niche as health tourism receives a particular level of attention; ‘we have different
Strategies
working groups working on strategies, products, transparency, quality management to build
Tourism is one of the most important economic activities in Sankt Peter Ording, shares expert 1.
up the nature as well as health tourism in our region’. Cycling is an important tourist activity,
According to her, about 250 people are working for the official tourism board. Among them,
stipulating the need to work with tour operators that offer cycle tours and the provincial authorities
many are working on the beach and approximately fifty occupy the office. Entrepreneurs
to have good quality signposting. It is already a lot of activities compared to the income/budget
basically do not pay these people; the city does using income from tourist taxes and parking.
the DMO receives. There are many conferences, meetings and public events and strategies
Furthermore, investors and projects bring in some financial resources as well. Most investors are
are written in a language that should be understood by all stakeholders. Having the strategic
from Germany and involved with building new hotels and restaurants. The tourist board aims
plan documented in 28 pages, including bullet points, can change a lot since the first thing is
for improvements in quality; ‘we have to start talking to all these members of the tourism industry
to change behaviour by raising awareness. Traveling through the region works and working
here, that they have to invest something in their object’. There are meetings to discuss this, but
together with for example architects that could advise for a low amount of money how one’s
only once a year. Destination promotion is important as Sankt Peter Ording competes with other
hotel or restaurant could be improved are deals that could really support entrepreneurs. A lot of
coastal areas in Germany, but also in Denmark. The best resource is perceived to be the special
accommodation needs to be deleted or improved in general. The climate, especially during off
beach and other interesting landscapes in the close area. People not necessarily only come for
season, requires the possibility for a nice and cosy atmosphere that make tourists feel at home.
events, sports, nature or cuisine but combine these reasons during their visit. Going to the North
There is a clear shift from strategy formulations and tasks related to destination marketing to
Sea means people are aware and prepared to have less sun as for example a summer holiday
managing the destination; ‘we are becoming more and more a destination management
in Mallorca. Right now, almost all visitors are German. People with children who do not want to
organization instead of a destination marketing organization’. Although this does not have to
drive for many hours or cannot pay a long holiday abroad do come here.
be a problem per se, the organization has to work with the same budget for the last thirteen
Strategies focus on extending the season, for example by emphasizing wellness centres that are
years. Informing stakeholders and professionalizing the tourism workforce are beyond promoting
less dependent on the weather. The health insurances are not involved anymore, making Sankt
the destination to (potential) visitors. Challenges are structured by little groups of people that
Peter Ording not an official cure destination. Consequently, medical tourism activities decreased
are mostly concerned with the question how good argumentation can be formulated so that
significantly during the last years. The clinics only get in touch with the tourism board during poor
stakeholders invest more money and get involved in the process. That way, not every single
times, not when business is doing good. Wellbeing in relation to activity is attracting visitors; they
town has to deal with all challenges themselves but could work on them together, making it more
come to kitesurf but also to golf for example. A golf hotel would be a valuable addition, just as
effective and ‘probably cheaper’. The specific strategic challenges to face relate to the customer
other hotels in the ‘Dorf’ part. Cottages in natural settings could be an interesting addition, ‘like
journey as for instance, sending pictures with a smartphone should be possible but at some points
Center Parcs or something like that’, as well as lifestyle hotels. Events are an important attraction,
there is no connection. Another example is that if you want to stimulate sustainable transportation
while the image of the tourists these events attract is not always positive. There is a continues
in terms of leaving one’s car behind, using a bike or public transportation should be alternatives
search for the right balance between vibrant events and nature and calm. The effort concentrates
in place. The climate is something that cannot be changed, but there are still a lot of things that
on having one big event every two weeks between March and the end of September. It is not
could use focus for improvement.
easy to plan as event managers of touring sports organizations as beach volleyball for example
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Being a part of even a larger destination, expert 3 shares insights into a strategic project
covering the entire Wadden Sea region, revolving around sustainable tourism. It has started
in 2011 and concentrates on combining world heritage with the sea; a request originated
at UNESCO. Besides working on long term projects as this one, the nature conservation
office related to the Wadden Sea region also manages onsite nature conservation and
education. Working on sustainable tourism only works in close contact and cooperation with
the tourism partners involved. Sustainability is a topic for contemporary tourists while searching
and experiencing their destination. Partners of the nature conservation office care about the
environment and integrate sustainability in their accommodations and activities. There are about
130 partners. Half of them offer tours, others are accommodations, gastronomies, tour operators
and shipping companies. Criteria partners should meet concentrate on waste management,
energy efficiency, service quality, being active in the region and offer the possibility to provide
information about the national park. The partners could be seen as ambassadors for the national
park. For that reason, meetings, education and seminars are offered to keep partners well
informed. Tangible information as leaflets and brochures are distributed for free among the
partners. It is not expected, by expert 3, visitor numbers to the region will grow. Keeping the
numbers stable is satisfying whereas a more equal spread over the seasons is preferred. Offering
sustainable products of high quality could generate more profit in a sustainable way. Innovation
therefore emphasizes cross border merchandising using the world heritage product. Ideas are
Expert 1 believes the beach is such an important resource, being it twelve kilometres long, two
games and booklets; combining educational aspects with fun. It could also be said that working
kilometres broad and making it the biggest in Europe. On the other hand, its activities also
internationally on the sustainable tourism project of the Wadden Sea is an innovation itself due to
influence how the contemporary product is being perceived by tourists; ‘It’s also our problem;
the cross border cooperation.
it grows and grows and gets so big. We have a lot of problems with the people that come to
the festivals. They drink a lot and throw away everything; we have a lot of waste.” When the
weather is good and there are live acts, approximately 30.000 people are on the beach at the
Sankt Peter Ording remains a popular seaside resort for tourists travelling for relaxation and
same time. But, there is nothing at the beach; no water, drinking water, tubes, electricity. It is, at
health as there are many different facilities like clinics, seawater treatments, kineotherapy, natural
the end, a national park. People still come to cure, in relation to three different climate zones.
remedies and fitness parks. There are many opportunities for curing diseases, and the family
The amount of tourists grows a little bit, but not fast. Concerning accommodation, some hotels
water park Dunen Therme offers additional salt water pools, hot tubs and slides. In this way,
have been renewed. There are no large hotels in the village part, called ‘Dorf’, but many private
people can experience the North Sea inside in case of bad weather outside. Due to its winds,
apartments and guest houses instead. There are five to seven campsites. Besides the campsites,
Sankt Peter Ording is highly appealing for wind- and kite surfers. It seems the weather conditions
there are 20.000 beds, hosting a total of more than two million tourist nights per year. In beds,
suit active beach tourists whereas the resort is also very accessible for disabled tourists, offering
sixty percent is offered in apartments and guesthouses, forty percent in hotels. The quality of the
for example beach suited wheelchairs. Its large beach often acts as a stage for annual events,
accommodation is believed to be getting good. There were a lot of problems due to relatively
ranging from music festivals to the world cup kiteboarding tournament.
old people managing hotels, resulting in old hotels without good standards. These managing
owners did not have money to invest, making it a problem today with people demanding a
For nature lovers, several hiking and biking routes are available, including GPS features. Apart
higher accommodation quality.
from hotels and apartment blocks, tourists can stay the night in privately let holiday houses, and
seem to do so in high numbers.
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are not known, unfortunately: ‘the official statistics say we have about 8.7 million overnight stays
and we know actually it is around 20 million.’ The national park combined with world heritage
attracts people interesting in nature conservation and climate protection, expert 3 believes. There
are a lot of day visitors, also because the events taking place in Sankt Peter Ording and while
this is inevitable due to coast and its activities associated, preferences are alternative activities as
guided tours, boat trips and bird watching.
Speaking from own observations, visiting the landing site created the promise of receiving a
summer feeling at the North Sea, as it is the title of the movie shared by the regional DMO
‘Nordsee*’, the * representing Germany’s northernmost state Schleswig-Holstein. Within this
state, one could find Sankt Peter-Ording, often abbreviated as SPO, which is said to be one
of the most popular German seaside resorts. It is closely related to the Wadden Sea National
Park. During the stay, the summer feeling had been realized, partially influenced by the lovely
weather. The relaxing and ‘surfy-styled’ Beach Motel is one of the newest concepts within SPO.
The welcoming ‘Moin moin’ is (old) Frysian for hello, good morning/day if not mistaken and has
part of its origins in the Netherlands as well. During the visiting period, the kiteboard world cup
took place in SPO. Too bad the wind was lacking most of the days, while it does brought such
a great atmosphere in and around ‘kitevillage’; festivities related to the event and located directly
The Beach Motel
on the beach. The beach in Sankt Peter-Ording is large, which is great but also a challenge.
General product market combinations are focusing on nature, health and activity experiences
The Beach Motel is one new concept said to be really cool, new and stylish. There are,
and its qualities are perceived to be good. There is a mix of new and modern hotels with more
however, many wooden apartments at the other side; ‘they are really old and it’s… yeah it’s a
dated family businesses as private accommodation possibilities and restaurants. Value for prices
problem’. It is considered to be a problem because you have tourists that want four star holidays.
paid were matching and hospitality is warm, despite the lack of English language skills; having
They pay 150 euro per night without hesitation, but there are also families and older people
mostly German visitors, it probably feels not as an urgent need to be learned by the workforce.
that want a cheap holiday so these accommodations keep on making enough money to survive.
Families also go into the hinterland, to walk, bike and jog for example. High and low tide make
Branding
the beach great for families because kids can play without problems. For older people, the sea
The main method of branding seems to be the website of Sankt Peter Ording. One could say the
is sometimes too far to walk to. The product is especially experienced seasonally; after the school
resort does have a strong brand, being one of best known seaside resorts in Germany. On its
holidays in October until April, there is hardly any activity. In the first half year, income was poor
website, information on for example accommodation possibilities, activities and weather forecasts
due to the cold. Concerning dining, it is estimated half of the people eat out, the other halve eat
is to be found. The sea has a prominent place in its logo, following from its obvious link to many
at their holiday accommodation. Restaurants with star cooks are in place whereas there are also
of the destination’s activities. The website includes links to online streams of the Dunen Therme
many people who eat at or near the beach during the day in average restaurants, go home at
centre, the promenade and the beaches. Digital brochures concentrated on specific themes
nine and have a little dinner there themselves. The shopping possibilities are limited. There are
are available for download as well. One could download for instance the general holiday
several supermarkets and you can do some normal shopping, there are numerous shops selling
magazine, but also the health and wellness or events brochure. Expert 1 mentions the activities
wind jackets. ‘When we get new shops, we think: ‘Oh, something new, new stuff’ and then…
that can be experienced at the destination play a central role also in promotion. However, since
wind jackets. But they survive’.
these activities are sometimes in conflict, balancing promotion between curing and relaxation
Expert 2 argues that although there is a decline in tourist numbers during the last two years, one
and the events requires serious attention. Expert 2 believes, supported by market research results,
could still ‘even rent out a garage’ during peak season. Statistics from the private housing sector
the North Sea itself is a very strong brand in Germany, sharing Schleswig-Holstein with Lower
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Saxony. Branding Schleswig-Holstein so far uses the slogan ‘Holiday, as far as the eye can
or North Sea style.’. Camping near the seafront could be such a typical thing but is much
see’. The main focus is to gain new customers for the region through public relation and media,
dependent on the weather again. Some shops for regional products could be potential as there
for example by distributing magazines using different partners and cooperation. The website
are a lot of creative people that use the region by building things out of wood they find on the
is available in English, Danish and German, direct marketing by e-mail is often performed, the
beach for example, or people that make their own marmalade. Nice fashion shops or shops with
newsletter is said to be successful. It is argued the mainland is attractive by offering several
high class sports equipment are also favoured. New bar concepts are also desired as after
tourism hot spots along the coast. There is a brand guide in place, emphasizing authenticity and
10 PM, there aren’t many places you could go to. Little wine bars, in combination with tapas
allowing stakeholders to proudly say ‘we are the real north sea, because we are so far north,
could be nice. Those type of concepts are lacking. Innovation is difficult because you have to
we are very pure, we are strong, fresh and healthy’. People come for relaxation and to regain
speak to many people. With the big events, more European visitors could be attracted, although
their health and power. Expert 3 adds that the world heritage destination is promoting itself as
English is still a problem for many entrepreneurs. New managers and investors do speak English
well, which slowly starts to show results. Joint marketing campaigns with foreign companies are
so it does change. In general to realize innovation, expert 1 believes you have to talk a lot,
planned, to give one example.
find new people to work with and lobby in the town for your idea. Innovation depends on
communication and changing mind-sets: ‘It’s all about networking, to get in touch with the right
people, who have the right money or ideas’. History plays a role as sometimes people don’t get
Expert 1 shares that members of the tourism organization have to pay for services as
along with each other and therefore do not want to talk to each other.
accommodation bookings, but the hotel owners do not want to pay these costs. They believe
Expert 2 adds that for a destination marketing and management organization, activities are
they can manage themselves as they mention the availability of their own booking system,
concentrated on creating intention, interest and desire in terms of a visitor journey. The action
accessibility to the big players online and do therefore not see the need to invest in regional
aspect is not something an umbrella organization can do, or at least it is difficult; ‘we need to
tourist information.
integrate the professional infrastructures and companies that are specialized on the booking
Without money, the board cannot do much. Skills and knowledge concerning new media and
business; one of our challenges is to really find new methods to measure and analyse how we
new tourism are believed not being as up to date as could be among the board’s staff members,
should do the marketing and reach our guests’. The internet page is being redesigned regularly
which might have to do with the average age of the staff working in tourism development. For
so customer journeys could be better followed and offer more inspiration as a result of the
investors, there are possibilities to buy touristic properties but the prices are really high. The
customer specific clicks. The sensitivity of customer data disallows to do in-depth research on
people who sell are also very picky about who gets the property. Furthermore, politics play a
booking procedures and a variety of communication ways makes it difficult to analyse already.
role in allowing for example a golf hotel to be build and permits for events. At some moments,
The structure of a destination management organization is difficult as although it works for all
they disapprove things without solid arguments but based more on their personal idea. When the
people involved in tourism, there is only direct control on marketing managers and employees of
people fulfilling political roles change, possibilities of organizing and managing tourism change
the related offices; ‘we all have 45 thousand people working in tourism and we are only able to
as well.
give advice, instead of orders, concerning what is needed to do a good job as a destination,
Another challenge is to attract young people to manage tourism businesses and to realize new
as a tourism product.’ Some of them need to be told how to do their job and although there
hotel concepts. Zoning remains an important task as well, as there is now limited space for
are many good hosts, there are a lot of people working in tourism that are not that professional.
wind and kitesurfing and with new water sports, the national park does have a strong voice in
These people are actually not providing a good product, which makes it challenging: if one
realizing activities. Right now, boating and canoeing are not allowed. Next to innovation in
visitor has a bad experience in such a business, it won’t come back. Not only back to the
accommodation and to a lesser extent in activities, mobility is something that requests attention
business, but also not coming back to the entire region.
as the roads are very long, forcing people to move by car, but space to park these cars is
Innovation is necessary, but you don’t need to have more luxurious or super innovative
limited. A bicycle plan or rent out could be interesting. Digital infrastructure is also a challenge
premises; it needs to be of a good quality. Another point is a lack of professional structures in
as for example internet coverage is not as good everywhere. Investment in digital infrastructure is
accommodations. Apartment owners that still rent are getting older and are probably about to
planned. Whatever the innovation may be precisely, authenticity and regional dimensions should
quit their jobs. Their children can take over the business but since investments are not done in the
take a central place in product development, ‘that people say, it is typical St. Peter Ording,
past and money is limited due to declining figures, they will probably decide they will not work
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in tourism. Distribution remains a challenge as well, since it is necessary to fill beds and guests
4.3 Discoveries in Hvide Sande (DK)
will come sooner when booking is more easy. There are still many tourists that book using travel
agents but the region is said not to be attractive for tour operators as the many small businesses
are not able to work with or accept the commissions and contingents. Due to market failure,
Hvide Sande is situated next to the Ringkøbing fjord and, together with the community of
bad businesses can exit the market eventually; ‘we are very interested to support, this is why we
Ringkøbing, could be considered as one destination sharing the same history. Originally known
always say that tourism is not something that should only be left to the private sector because
in the 15th century as a fisher’s market place, housing an architectural style that remains the same
almost fifty percent of the regional income comes from tourism.’ Tourism contributes to the quality
throughout the year. The red Plessner-houses and their stone paved streets are typically Danish
of live in these regions and is good for other businesses as well.
and contribute to a cosy atmosphere. The red-brick houses with tiled roofs were designed by
Driving around and talking to entrepreneurs in order to show and perhaps convince them about
Ulrik Plesner, an architect born in 1861. The houses are now under strict rules and regulations
the need for innovation is effective, but there is no time for the local tourist offices to do so.
for conservation purposes. Hvide Sande, translated as White Sands, and Søndervig are the
Linking St. Peter Ording’s reservation system to a larger and more professional one next year
area’s locations best labelled as seaside resorts. Søndervig is one of Denmark’s oldest beach
could possibly favour the indication of professional hosts and non-professional ones, making
towns, being a known and much loved getaway place for people looking for a holiday by the
the job of approaching them perhaps easier. It forces to stay in touch with the entrepreneurs,
sea since 1800. Until the 1930s it was prohibited to bath in the sea without a rope around your
besides only having an annual conference inviting all businesses. The problem is that the people
body. Lifeguards on duty controlled this. The cost of a room with full accommodation in 1932
doing a bad job will probably not come to those conferences, making the idea for having
proves it was the upper-class staying in the hotels in Søndervig. The boom in holiday homes took
fifty business scouts for Schleswig-Holstein within coming two years a strong idea. The scouts
place in the early 1920s due to the central placing of Søndervig. The 250 holiday homes in the
could help businesses receiving appealing credits by having special deals with partnering
mid-1930s increased to a total of 4,000 by the 1980s. In Hvide Sande itself, the harbour is
banks and stimulate physical appearance improvement by getting them in touch with architects
the town’s DNA and fishing its soul. Tourists have been drawn to Hvide Sande since its harbour
and, important, to check upon them afterwards. The funding remains a difficulty. ‘It sounds as
was built around the realized water locks of the fjord in 1931. Fishing and the building of fishing
everything is wrong here, but it’s not, we are very professional in this area compared to other
boats are still important economic activities.
organizations, even along the coastline: We are doing a good job all together, but there is more
room and we have to face these challenges because the market is changing so fast; before we
can even blink, there is a new challenge.’
Networking is important to realize sustainable tourism projects, expert 3 believes, but also
difficult: ‘I think people have limited time and especially when we look at the entire Wadden
Sea and the geographical distances to overcome.’ At some moments, the task force meets in
the Netherlands and since it takes several hours to get there, it cannot be expected that involved
or related entrepreneurs come to those meetings as well. Difficulties in realizing innovative
methods of merchandise creation and selling are for example related to language barriers and
differences in shop infrastructures concerning distribution. There might be fifty outlets that could
sell merchandising; ‘we have a consultant to calculate that because we are not merchandisers:
We are biologists’.
Fishing in Hvide Sande is now also a favourite activity for visitors
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According to Expert 1, there was basically no tourist activity until they build the harbour, while
holiday houses, campsites hotels and shops in the area as well as wind surfing centres and bed
today it could be said the peninsulas are true Danish tourism hotspots, renting more than ten
and breakfasts. The private houses are no member, basically. A challenge is that there are so
thousand summer houses per year. Compared to twenty years ago, however, there is now a
many summer houses owned privately.
decline in the amount of tourists. Expert 3 explains that Ringkøbing is the biggest city in the area
The market needs to be upgraded, but talking to all individual private owners is an impossible
and is about 750 years old, having also an old royal Danish privilege. The nice place with old
task. Informing them about the necessity of modernizing and pay attention to energy consumption
streets and old buildings is much visited by guests, especially for shopping, but they don’t stay in
remains a difficulty for that reason. Various projects are running, one of them focusing on energy
Ringkøbing itself.
optimization in the houses. The first step is to label houses with an energy level ranging from A
to D, indicating the level of the received energy bill. Another project is to enhance the physical
Strategies
appearance of Hvide Sande to make it more appealing to tourists and an attractive business
Expert 1 believes that while everybody talks about innovation, strategies are more focusing on
environment for starters. A third project concentrates on the beach, especially on improving
incremental development. Changing every resource to be innovative is not the solution. Using
quality and facilities as sun bed/deck chair rentals and swimming courses for children. At the
the word ‘reinvent’ however, it is important to keep those things that make the place special. In
end of the day, jobs should be created and money earned, for example by renting out picnic
Hvide Sande, it is a working harbour and the possibility to fish. In Søndervig, it is the hotels, the
baskets to be consumed on the beach. Initiatives could be stimulated by visiting local companies
coast and the beach. For twenty selected spots, DNA is investigated to see what is the resort
and trying to involve them with destination development. Help is offered in getting a permit.
history and why do tourists come, in order to cherish that for future visits. By the surveys taken,
Another project concentrates on increasing the activity on the Fjord, for example as a surf hotspot;
visitor knowledge is being built per destination in terms of lacking aspects, service and quality
‘we are really trying to formulate new tourism strategy and politics around surfing’. The reason
level. With these results, comparisons can be made and potentials could be estimated, using
to do this, is that it is believed people are willing to spend money and become loyal eventually
also citizens, the council and the politicians. Stakeholders are then shown the possibilities instead
when more activities are realized and promoted, for example shower facilities and coffee
of telling them what to do, since basically they need to work together themselves to develop the
destinations the way they wish to. The council should however accept tourism as an industry and
acknowledge the value as things that are good for tourism are good for their citizens and vice
versa. The long term planning concentrates on a cooperation between municipalities across the
region and the government; tourists do not see the same boundaries, making working together to
align plans is important.
Expert 2 believes problems are similar to and typical for problems between different subsectors
of the tourism sector regardless the geographical destination. In Denmark, tourism planning as
woven into administration has come to existence only in recent years. The surveys investigating
the destinations right now show preliminary results of 2,200 interviewees scoring low on value
for money. The argument that Denmark is a relatively expensive country is refuted, as ‘Switzerland
is one of the most expensive countries in the world but have a high score on value for money in
a UN survey’. Tourism is important for many destinations in Denmark and when nothing happens
during the last ten years, there is a need for innovation.
Expert 3 states tourism promotion as branding is expensive, whereas there is not much money
to spend. The promotional board has about 350 members that do pay a low amount of money
for their membership. In return, local brochures are filled with their advertisements. The member
fees account for half of the board’s budget; the other half of the money provided comes from the
local authorities as the town council. Members are for example the agencies renting the private
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The interactive tourist information system
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shops around the surf spots. The cable park is unique and as it is needed to build on business
trip. In Søndervig, sand sculptures could be admired on the International Sand Sculpture Festival,
opportunities already existent, a focus on board sports seems to generate more revenue than the
while it is also possible to explore the beach on a Segway. There are plenty of small shops in
dunes and the beach themselves. The digital destination is also a specific project, focusing on the
both resort centres as well as restaurants, strongly concentrating on seafood. Visitors could stay
way communications on the web are realized and improving them accordingly. Facebook and
the night in hotels, bed and breakfasts and campsites, but also in one of the many privately
newsletters are used, as well as an interactive tourist information system which is currently being
owned holiday houses or apartments offered between the fjord and the sea.
improved and free Wi-Fi for tourists is created. Projects have a project manager and interested
Expert 1 argues that 80% of the tourists who experience the tourist product come from the
stakeholders are invited to get involved. The ideas for the project are created mutually.
Hamburg region in Germany. Although travel patterns change, they are still very truthful to the
area; ‘when they were here once, they will come back’. The number of young people that visit
the region for the first time declines as well. People could surf, but there is hardly any product
Around the Ringkøbing Fjord, fishing remains a popular activity, also for tourists. The beach, the
development; ‘it’s the same old way of doing things in tourism’. The general quality of the product
dunes and the sea are of high importance in the coastal tourism product at Hvide Sande and
is poor, believed to be caused by the entrepreneurs who ‘don’t understand that they have to give
Søndervig. The fine sand and the unique dune landscape of Hvide Sande invite tourists to enjoy
more service and deliver a higher quality’. The costs of being a tourist in Denmark are relatively
the beach by hiking or bathing. The wind invites wind- and kite surfers to practice their beloved
high, causing therefore problems when low quality is offered. The food and friendliness of the
sports either on the ocean or on the flat water of the fjord. Due to the shallow waters of the fjord,
people is above European average but on the overall experience, Denmark scores lower than
teaching and practicing are relatively safe compared to the ocean. The cable park allows for
the European average. Lowering prices sounds like an option, but changing VAT systems and
water-skiing and wakeboarding fun, also when wind is low.
salaries overnight is impossible. Another problem is the employment of students during the summer
period since their aim is to earn money, not to give service. The way of thinking about tourism
should change; ‘what we need is the acceptance of and education in this industry’ to combat
seasonality and a poor value for money perception. A lot of business men and women are very
professional in their own business but do not understand they are part of something bigger.
Expert 2 also shares survey results showing tourists in Denmark were generally satisfied although not
on the value for money aspect. Traditional beach hotels established in the 1920s and 1930s count
for a small amount of tourist nights spend but may still be an important feature in some of the small
destinations. A study is now taking place since there is not a single proper hotel. In Esbjerg, there is
one big hotel but there are hardly any others. Most people tend to stay in private accommodations
or on campsites. Nature protection results in many regulations that makes it hard to generate
growth and employment. In many places, you are not allowed to build parking places or toilets
or anything; it is difficult to try implementing new things that could enhance the tourist experience.
Expert 3 highlights Ringkøbing itself does not have much accommodation to offer, beside a
hotel and a few spots. About seventy percent of the tourists that visit the seaside region stay in
one of the thousands private holiday houses available. It is needed to upgrade these houses;
‘in the 1970s, the holiday homes were new and modern and the apartments old, now it is the
other way around’. Money is not earned easily but since today’s guests desire a higher level of
Cable park for water-skiing and wakeboarding
quality than ten years ago, it is needed to upgrade the tourist product in order to keep customers
coming. The quality of campsite differs, but a lot of them need to upgrade their products.
Surfing the waves and stand up paddle boarding are also possible water sport activities whereas
From own observations, it became directly clear the destination branded itself by focusing on
people could also experience sailing on a large boat that leaves from Hvide Sande for a daily
the village of Hvide Sande. Hvide Sande, or white sands, is an operational fishing village
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that seems to be attracting mostly Germans to the Danish North Sea coast. Søndervig is a few
also report about and facilitate the initiative. Cooperating is key, as tourists ‘don’t know the
kilometres located up north of Hvide Sande, is less residential and more a tourist focused ‘port to
administrative borders if they are on holiday’. It could only come to mind if one is on the bus that
the sea’ or as how they brand them themselves; ‘a gateway to the west coast’. Either way, Hvide
instead of taking you further, stops and turns around since there is not a connection around the
Sande and its new website are in place to bring tourists to the entire region, including Søndervig,
whole fjord. Another aspect in branding highlighted is that often, operators are more occupied
Ringkøbing and other villages. The destination is ideal for recreational kiteboarding, windsurfing,
with marketing than with product development, facing therewith the risk of marketing something
sup boarding, wakeboarding and due to a new harbour entry also wave surfing. During the stay,
which is not really marketable. It could be successful in the short term, but will not work in the
there were some good winds and waves inviting many water sport enthusiasts to practice their
long run as people feel cheated between what they thought they would experience and what
favourite board sports both on the sea and on the fjord. Characteristic for Hvide Sande are its
they actually experienced. Involving entrepreneurs in marketing results in different interests, while
dunes and beach that offer great views and a feel of health, the remaining question is how you
they are needed as they know what goes on and where to invest in. There need to be a logical
effectively and sustainably could make money out of that. There were many people being active
balance between public and private stakeholders in destination promotion activities.
fishing around Hvide Sande. The town itself does offer some shopping possibilities, although
Expert 3 explains that before, branding focused on the Ringkøbing Fjord and only recently
limited in amount and variety. The restaurants offer a variety of menus with, logically, a strong
concentrates on Hvide Sande. The reason for this change is that Ringkøbing could be located
focus on seafood. The accommodations offered mainly consist of holiday homes and campsites.
anywhere as it did not specifically relate to the area. A large amount of visitors from Germany
The quality could seriously be discussed, especially concerning the holiday cottages that you
visit the region and are more familiar with Hvide Sande than Ringkøbing; ‘at the end of the day
could find everywhere throughout the dunes. At Camping Nordsø people enjoyed the ‘freedom’
it comes down to what you write in Google and we can see that the most used name is Hvide
and the sense of place offered by the North Sea and its dunes. However, and while busy at
Sande’. The website that uses the name of the Hvide Sande resort still promotes the entire region.
campsite facilities, more people could be accommodated at more campsites as a still several
Germans are probably more familiar with Hvide Sande due to its active port and authenticity,
pitches and cottages were empty during the observation period in high season.
compared to Søndervig which is only a tourism hot spot, built around shops for instance. In the
winter only a few people live in Søndervig while Hvide Sande is more alive and tourists become
Branding
a part of this.
Destination Hvide Sande, including amongst others the fjord itself, Ringkøbing and Søndervig,
has its own marketing portal online. The logo of the Danish tourism centre is shown occasionally,
but there is no specific logo or slogan for Hvide Sande. The website is rich in information
Expert 1 argues that the speed of innovation might be a challenge, as he is afraid changes will
providence concerning activities, accommodations and specific villages. Surfing, biking tours,
not be realized quickly enough. Small businesses, family owned without much money need to
theatres, events shopping, fishing, dog holidays, children activities are for example grouped
have investors and perhaps governmental support. Problems that can come forward relate to
and described more extensively, sharing promotional videos as well. For water sports tourists, a
funding and legislation. Investing in summer cottages that are not allowed to be rented the whole
live stream on the surf spot is provided as well. In general, the force of the North Sea in all its
year due to regulations are perhaps no appealing investments, investors ‘don’t understand the
possibilities is highlighted as reason for a holiday at destination Hvide Sande.
business and the possibilities of the business: we have to make investors understand that tourism is
Expert 1 explains the idea exist to brand the complete Danish west coast as one destination. This
a mature industry and it has to be handled the same way’. Changing mind-sets could be seen as
links to marketing Denmark and marketing specific resorts as you have to market those things that
the biggest challenge in reinvention. Examples are necessary to prove success. Politicians have to
are linked together but are still distinctive. When people are visiting an area they want to know
change the way of thinking, so planning will be long term oriented and become more appealing
what they could be expecting and what they can choose concerning their tourist experience.
to investors, for example in the renovation of beach hotels. Essential to make things work in
Entrepreneurs should understand they are part of something that is linked together while they have
the future is to align projects with the vision of the places, resulting in offering an experience to
to understand market changes and desired products for their specific business as well.
a specific group of tourists instead of trying to please them all. There should be taken care in
Expert 2 stipulates a collaborative initiative among eleven administrative communities along
copying business models, as having the same things all the time is also a problem of the tourism
the west coast. These different villages promote themselves in Germany as being one coastal
industry. Instead of copying outcomes, they should copy the process by inspiration and still make
destination. This was a recommendation of a team, a so-called think tank, who eventually will
their own business plan.
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Expert 2 believes that in order to get action, those that are sitting around the table should talk the
from an idea to something being realized. In order for people not to lose interest, it is important
same language. Large scale hotels and small bed and breakfasts might only have a few things
to keep on showing potential and results when possible. There is not much industry different
common to talk about. Networking, workshops, creating groups are important to portray similar
than tourism anymore, making it necessary to show how the destination works and emphasize
interests. The message should reach and be understood by the right people. Politicians have to
stakeholders should help each other. ‘We need to be able to offer good experiences and we
understand what tourism is, and how it could benefit the destination and even the country, before
also need to improve hospitality so people understand that these are not tourists, these are
you are able to show them what is not working properly in the industry. It takes more than a good
guests coming here to visit us’. To realize an increase in level of hospitality from both citizens as
idea for an entrepreneur to be innovative as you need both political and technical networks. If
entrepreneurs, special classes in the winter were organized for the businesses. Public relations
one could not get ideas politically accepted, it is necessary that networks are in place that could
emphasize the need to welcome tourists by the local population as well. It is not known if
actually manage it for you. At sometimes, it can be more challenged to redevelop or reinvent
hospitality levels are changing, but at least they are being discussed; ‘it takes a lot of time to
tourism where it has taken place for a lot of years since stakeholders have an attitude and keep
change people’s attitude.’
a hold on how they always used to do things. Different personalities of stakeholders could play a
role, manifested in one not willing to cooperate with another.
Difficulties exist possibly because nobody opens their eyes for the common benefit and look for
4.4 Discoveries in Landskrona (S)
their owns, egoistically. The person in charge of marketing Denmark in Germany succeeded in
getting the eleven administrative departments together and could therefore be seen as a leading
figure; ‘sometimes, somebody from outside is needed who comes and explains the joint benefit’.
The city is located at what could be called Skåne’s best natural harbour, a long period ago.
Still, even within a certain administrative area, people surely have different opinions and interests
Although plans were to make Landskrona the most important commercial centre in the region, the
when it comes to product development and marketing.
war between Denmark and Sweden disturbed this realization. Instead, Landskrona became the
Expert 3 explains a true challenge is the communication to the owners of private holiday homes
new naval base. The municipality of Landskrona grew rapidly following the industrial revolution
in order to innovate; ‘we cannot communicate with ten thousand home owners who don’t even
and subsequent urbanization. During the 20th century, a large shipyard was built which was
live in this area. I cannot send them a letter, I don’t know who owns the houses and I can’t
of high importance to the local economy. It offered employment for a high number of local
get the list with then thousand houses’. The companies that rent the houses for the owners can
residents, making it not a surprise that once it stopped operating in 1983, a (twenty year-long)
send newsletters to encourage them but since no one could demand this from them, it is a
depression began. A new railway station opened in January 2001, allowing better connections
slow process. Concerning the increase of activity on the fjord, challenges are concentrated on
to Gothenburg and Copenhagen in Denmark. The station is connected to the city centre by
regulations. In principal, it comes to how money could be made with nature as there are no
trolleybuses, which could be of interest for tourists as it is the only city in Sweden that operates
major attractions besides nature. The reason that people come towards here is to see the North
with this type of public transportation. The isle of Ven is part of Landskrona municipality and
Sea, live in a holiday home and experience that freedom. For this reason, the focus is first on
when it became Swedish, after being Danish first, the Swedes did not have a clear plan with the
the holiday homes, also since it is the main economic product. Professionalism is the biggest
island. A lack of investment followed, until at the end of the 19th century development started in
challenge as besides some campsites and holiday homes rental houses, many companies are
farming and brick manufacturing. Tourists from Landskrona increasingly noticed the beauty of the
small and only open during summer season. The challenge is to make people see tourism is a
island of Ven, replacing the brick and farming industries with tourism as being its main source of
serious business and they should act more professionally in it. The nature needs to be preserved
income.
as it is the reason why people come, but it might be an option to preserve 43 km of the 45 km
Expert 1 argues that Landskrona is known for its coastline and together with the isle of Ven,
coastline, and pick two kilometre to allow to do a few things; ‘I don’t want to build a big hotel
it basically does its own selling. The people know it not because of tourism but because
close to the beach, I am here to improve and not to ruin what we have in here. A few initiatives
Landskrona was one of the biggest harbour areas in Sweden. With a declining harbour industry,
would be nice, but we have to stay close to our identity, to who we are.’
many people became unemployed and a tough period had started. Up to today, Landskrona has
One of the biggest challenges is to interest entrepreneurs. Recently, people are willing to get
not yet fully recovered from that; ‘I think we have lost a bit in this because the harbour industry
involved when ideas are being brought forward. The problem is money, as it is a long stretch
disappeared but we did not use it in a right way; we settled down with the sad thought that we
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lost it instead of using it.’ Now, the mind-set should change in being happy the harbour industry
in tourism who understand what tourism is.’. A large amount of the small companies are afraid to
was so long prosperous and people should be proud of the ships that were built here. It could be
share their ideas since they think other entrepreneurs will copy them. They believe that when the
shown more how that period connects with today and the future. Creating a link with its history,
neighbour is receiving more tourists, they are stealing them and put their energies in frustration
the city could attract more visitors as well as residents. Right now, people that are unemployed
instead of looking for cooperation. The language is also a point of attention as the product might
are living in the city centre and the ones who are employed outside of it, which is negatively
be so nice, when the internet sites promoting it are in Swedish, the international visitors will not
influencing the image of the centre; the image seems to be damaged.
be invited to come and experience it. Once mind-sets are changed, networks start to be realized
almost immediately. There is close cooperation with Swedish universities that offer tourism studies;
Strategies
starting some sort of academy for businesses should allow and invite businesses to come and
Expert 1 explains Landskrona is part of the north west Skåne region and have an umbrella
educate themselves as well as start new networks.
organization called Helsingborg Family; ‘we are eleven municipalities working together, five of
Skåne region is keeping an eye on the progress that is being made with Helsingborg Family,
these eleven have a coastline but the others are so close so we are developing together.’ Last
also for learning purposes as the cooperation relationships are so tight compared to other
year was characterised by intensive cooperation and efforts have been put into building a strong
municipalities that do not work so closely. Networks are to be perceived as a most important
organization concentrated on working together. Approaching other authorities, businesses and
feature in development; ‘I would say you would not survive without having a network, because
tourists is done as from one and the same organization. Tourism has in this area of Sweden
you cannot do everything yourself and you don’t have the money and resources to do everything
always been a side business instead of professional one; ‘it is just the last year that we realize
yourself’. Connecting and occupying yourself with your core product is more effective than trying
it is very big business’. In this area, there are some sloping hills whilst Skåne is generally flat.
to do all sort of things yourself. Investing in aspects surrounding your core product yourself is
The cliff and the water makes it ‘dramatic’, perceived to be of interest of an increasing amount
dangerous as others are probably better at that. Resulting is a lower standard than you could
of international visitors: ‘we want to show the nature so we are focusing on active families, we
realize when using technologies and knowledge of others. With tourism demands changing
are focusing on soft adventures, which is basically cycling and water sports.’ Large resorts of
quickly, it is better to have a network in place consisting of people who are capable of doing
which tourists hardly leave during their stay are not desired. The wish is to have tourists visit
different things in a solid way that could be used jointly.
smaller accommodation properties that have a good level of standard and cooperate with those
Expert 2, on the Helsingborg Family development cooperation, adds that tourists don’t know
entrepreneurs that offer activities.
where boarders are. The visitors don’t seem to care in which administrative place they actually
It is a strategic challenge since resorts that do not run possible tourism products themselves need
are. Being closely related to Denmark, there are people, even from Stockholm, who ask if they
to have big networks and cooperation. The Helsingborg Family is supporting them to develop
can exchange money in Helsingborg as they sometimes believe they are in Denmark. People
these networks by offering the necessary contacts. Concerning the quality levels, there is a
coming from the United States seem not always to be aware of the two different countries.
project in place that concentrates on how the product should grow in order to meet its export
The cooperation labelled as Helsingborg Family existed for twenty five years already but was
potential, e.g. to attract more international visitors. A panel will visit and highlight possible and
not always as concentrated on tourism businesses as it is nowadays. Seven years ago, a real
needed improvements in the basic product. The national tourism organization should develop
strategy was being created together. The idea of being a family is only one year old; it was
twenty strong tourism products for the international market; the ambition is to have five of these
called Helsingborg Business Region before. Helsingborg Family is not used in branding to
offers organized in this region. Ten years have been given to double the numbers in Swedish
tourists, but instead the North West part of Skåne is used to convey messages.
tourism. The economic crises, however, causes difficulty in achieving these ambitions as people
Concerning product development, a customer driven process is needed; asking the customers
have less to spend.
what they want to do, what their needs are and eventually transfer those to the entrepreneurs and
One of the strategic developments taking place right now is the creation of a cycling road
asking whether they may think of something to do with that information. Visitors from southern
network that includes thematisation and storytelling about historical figures. Another development
Europe might argue it is ‘exotic’ for them to come to Scandinavia in general, or southern Sweden
is the relocation of a campsite to make room for more recreational activities at the shoreline.
in specific, but they aren’t target groups. Marketing focus is instead on visitors from Germany
Areas should come more to live and service standards higher as a result of these developments.
and Denmark. It is believed that the organization of the Helsingborg Family could act as ‘glue’
In addition, professionalizing the industry is set high on the agenda; ‘we need educated people
between the tourists and the entrepreneurs, also because they believe it is not their task to tell the
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businesses what to do. Telling them about the market segments in terms of desired activities could
and Ven left architecture to be visited as the Town Hall in Gothic Revival style, built in 1884, but
create a better match between business offers and tourist demands.
also Citadellet; a slot built between 1549 and 1559, being Scandinavian’s best preserved slot
Expert 3, after explaining tourism development for entire Skåne in which networking is the central
from the 16th century and offering guided tours in the summer. Borstahusen is a fishing settlement
theme, believes Helsingborg Family is a positive example as they stood up and got politically
dating from 1770 and today offers a guest harbour, a holiday park, many restaurants and a
accepted by saying that there is a clear plan. It is not limited to potential as a lot of villages
cultural centre.
have the potential to grow; it is about the realization what it takes to develop and to actually do
The hills close by could be interesting for hiking and bird watching, while cycling is a popular
it. At the end of the day, the public sector still is of high importance as many entrepreneurs are
activity on the many paths on Ven. Fishing is also a popular tourist activity and can be done
very small in size. They are mostly concerned about their day to day organization and ideas
at several locations, although a license is required that could be bought at the tourist office of
either pop up accidentally or by a specific need. To really work on innovation, people have to
Landskrona.
have time to think about it. Innovation is needed, either accidentally or resulting from purposeful
Expert 1 explains that far most of the tourists visiting Landskrona are Swedish, there are many
thinking. What makes processes successful is to have knowledge available, the sharing of
people from Denmark, but more and more visitors come from abroad as well, Germany for
practices and the mobilizing of groups.
example. The Oresund Bridge caused more Danish to travel to Sweden while at the same time,
plans for a future connection are shaped in addition. Concerning the amount of beds, it seems
there are not enough offered in Landskrona. The bigger hotels are close to achieving international
Culture and nature are of central interest in the surrounding tourism product of Landskrona and
standards but the desire is to also develop more hotels. Bed and breakfasts outside Landskrona
Ven, offering beach holiday possibilities in this municipality itself. Ven and Landskrona could be
are popular, also because a lot of people go on a short holiday and do not take a tent with them
a combined tourism experience. The Landskrona Golf Club offers many holes on a mixed park
while they do want to stay in more rural areas. These people will visit a small hotel with a spa
and seaside golf course, housing the only Swedish Golf Museum. The history of Landskrona
and want nice eating and adventure possibilities. The fact that people have to stand in a queue
Borstahusen
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Cycling and relaxing on the isle of Ven
47
to enter the ferry to Ven, followed by another queue to rent a bike could perhaps be solved in the
are within close range. The visitor’s portal for Landskrona and Ven is integrated in the general
future as well, by offering the possibility to rent a bike in advance and perhaps by realizing an
municipality website, although a more leisure focused website in Swedish does exist. The general
extra landing site for the ferry on the Island. The season on the island is limited, while there are
portal sums all possible tourist attractions in Landskrona and Ven, but one specific logo is not
enough activities and liveliness to not only have thousands of tourists in a few weeks during peak
existent. The logo for Landskrona city is not different than for tourists, whereas Ven has one own.
season.
Ven, or its original name Hven, has its own website that one could visit on
Expert 2 believes it is necessary to have new products as there are not enough offers in the
www.visithven.dk (Danish extension) or www.visithven.com; there is no www.visithven.se.
region at this moment; ‘I think we have a lot of activities that are offered to local people which
Traveling to Ven is possible by ferry from Landskrona, there is an application available and
are not accessible for tourists, like windsurfing and sailing… You want to try it out when you are
in general, the island is profiled as the combination of a relaxed atmosphere with a beautiful
here for the first time or you don’t live by the sea but it is not as open for tourists as it could be,
location that offers possibilities for a variety of activities.
because they don’t know how to price it or how to perform it on a day to day basis.’
Expert 1 explains Ven and Landskrona are branded together, logically resulting from being
The own observations were not limited to Landskrona as an interest occurred during the stay
dependent on each other and having the same political board. Landskrona is still very different
how a more recent and modern seaside village was developing; Lomma. Just above the city of
from Ven, enabling to highlight the differences of these two places in branding it as one
Malmö, you might find yourself on the Mediterranean coast, at least when the sun is shining and
destination. In general, Landskrona has a good position as it is close to both Malmö and
the temperature is warm. Lomma developed in the sense that what once was general industry, is
Helsingborg and should therefore not compete with these cities but show the natural aspects to
now a modern residential area including an eye-catching harbour with high class yachts. It mostly
attract visitors. Landskrona is close to everything and the three key words used concentrate on
relies on visitors from either Malmö or Lund, coming for the nice beach. The Lomma Beach House
feeling at home and being creative, as many painters and craftsmen are still living and active in
is a relatively new initiative at this beach and offers for example kiteboarding courses, SUP clinics
Landskrona. It is very easy to get to Landskrona and experience it.
and biological food (including ice creams!) in a relaxed atmosphere. Existing visitors to Lomma
Expert 2 explains that Helsingborg Family, including Landskrona, should not be misinterpreted
are helped in finding their way by so-called ‘walking hosts’, offering all information needed.
as a branding message to target families. The geographical aspects of North West Skåne
One could say tourism in Lomma is rather new, whereas Landskrona is more experienced
are used, the notion of family is more connected to the attitude of the businesses involved; ‘it
with welcoming tourists. Being branded together with the isle of Ven, one should not mistake
is more like we are a family and you are welcome to our place’. The focus in branding is soft
Landskrona and Ven for being one and the same destination offering a similar product. The
adventure, outdoor activities. The closeness to the sea is included in this as it is believed to be
recently created strategy for Landskrona has several focus points that matches the overall vision
a benefit for many people who do not live by the sea. Although only five of the eleven joined
of Northwest Skåne, or more precisely the Helsingborg Family. Soft adventure tourism is the
municipalities are situated along the coast, a lot of visitors actually do come to experience the
main focus while there were not as many activities related to soft adventure that clearly promoted
coast. In branding, there is a difference in terms of using pictures. Pictures on telling somebody
during my stay. Camping and bathing around Borstahusen seems popular, as the campsite is
where he or she should go are not used, instead people and pictures of people are used that
packed as well as the grassy fields, beaches and piers. Perceptions are Landskrona does offer
convey a message that ‘we would like you to come to us.’ Branding is also used within product
a good amount and quality in shopping and dining possibilities, although prices remain high for
development. There are a lot of things to do here, and the idea is to not keep them for the
international travellers. The Isle of Ven is interesting, yet at some moments it feels you are part of
residents but invite and involve to visitors to participate.
one large and the same stream of tourists with people cycling, walking or bathing before, after or
Inviting tourists and wanting them to be included in daily lives of residents makes it necessary to
next to you.
explain the purpose and economic reasons to do so. The eyes of existing entrepreneurs could be
opened up like this, but also the eyes of non-profit organizations as nature conservation agencies.
Branding
Expert 3 argues the wishes for the destinations are to become more sustainable and active, also
Landskrona presents its image to the outside together with the isle of Ven. The Oresund region in
in organizing meetings. In addition, the focus on soft adventure is only just beginning to take
general emphasizes its ‘together we are stronger’ idea by stipulating the cooperation between
shape; ‘I think the success is to have a common goal so it has a lot to do with knowledge’, as
Denmark and Sweden, physically connected by the Oresund Bridge. Tourists can easily
well as having everybody at the same side. Branding includes the goal of inviting active families
experience the city life of both Copenhagen and Malmö whereas more rural holiday experiences
to experience younger and renewed destinations.
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before. Communicating the potential to tourism related businesses is and remains a challenge.
Investments in tourism decreased in 2012 with 17 percent, compared to a 21 percent drop
Having the same vision, strategy and agenda in all eleven Helsingborg Family members makes
in Sweden in general, illustrating the influences from the economic crisis. With a Swedish
communication more effective, although resources are still limited. Listening to customers to find
currency getting stronger, expectations are more Swedish tourists will go abroad instead of
out demands is time consuming, a challenge therefore is to create an effective model so that input
enjoying their holidays domestically; traveling abroad becomes more appealing. Concerning
and feedback from customers as well as analysis afterwards will be more easy and efficient.
challenges related to innovation, Expert 1 expresses his view on things going rather smoothly.
The organization does not receive that much money, therefore they are mostly concerned with
connecting the departments in the municipality and specific entrepreneurs to make things work.
4.5 Discoveries in Sørlandet (N)
Another reason why everything goes without much struggles is that the expert is actually invited to
do this job. It enabled to give space in terms of time to write on developments linked to tourism.
All stakeholders working within city development are open for integrating tourism considerations
The region of Sørlandet is the most southern region of Norway and has a maritime history. Before
in their planning and policies: ‘I was lucky when I got the job in this city because the board and
the 1880s, Sørlandet was the centre of the shipping industry. The first tourists, including artists
the workers in this city are quite open-minded; they want to change and to have an international
and writers, arrived at the end of the 19th century. A crisis hit the shipping industries after 1880,
connection. I can see that we are having now a change of staff, quite many are leaving for
decreasing activities and income. The coastal landscape and maritime culture were adapted
pension and we are getting new people, younger people, who have finished their studies in
for visitors and tourism emerged. The maritime working culture was implement into new leisure
universities and have perhaps worked for 2 or 3 years and they are coming here. In the university
activities, for instance through festivals. Other existing facilities were altered and reinterpreted,
today they are talking about these kind of things and they are educated in service management
making the southern Norway coast appealing for an increasing number of visitors. Mandal, with
and they are bringing up tourism; it’s so easy to work with them.’
the typical small wooden white painted houses and its sandy beaches became a well-known
Although people are generally open-minded, working with entrepreneurs and creating networks
seaside resort.
among them is challenging, especially when it comes to communication. The stealing visitors
aspect, for instance, has to do more with knowledge than with trust. Once they understand
the benefits of working together, ‘they are running much faster than I could handle them’. The
challenge then is that everybody wants the expert to be involved while he only has a limited
amount of time available; ‘I could be aware of everything, but not involved’. A turning point for
people to start to realize networking does work, is when they see their neighbours succeeding
because they participated in something bigger. It is necessary to let them see the good examples,
another thing that works is having a leading figure. About such a leading entrepreneur, the expert
says; ‘he is the main source up there, he is out talking to more or less all companies that have
any connection to tourism and try to make agreements with them; so many are connected to him
today which makes it much more easy to make the others get involved as well.’ Of course there
are more people working with him, it is a small group, but this person puts a lot of energy in the
destination. If his plans succeed, the destination will be a very strong one.
Expert 2,on innovation, believes a lot of entrepreneurs do not exactly know where to start
when it comes to improving a business. There is a strong focus on the Swedish market and
the tourism businesses are good at what they offer to them during summer periods, but as
these Swedes do not go to Skåne in May or September, it is necessary to show international
potential. Target groups are now being more specified, which is not done in such a narrow way
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Hotel in Mandal in typical building style
51
The beach is regularly ranked as Norwegian’s most popular one. Expert 2 describes it were
for the cluster is the repurchase of experiences. A lot of products in Norway are sold as once
indeed artists that started to paint the landscape in the 1900s, but tourism really started to
in a life time experiences, being special offers and very expensive. Working together to create
blossom in the 1930s and 1940s. Mandal could best be labelled as a seaside resort while
satisfying experiences is a must, meaning that different types of tourism companies have to
basically the whole coast of the region could be seen as one. Mandal does have some more
cooperate on making visitors coming back to the destination. In this, marketing slogans are not
small scale areas, is more open and offers campsites and small huts as accommodation for
yelled out but people work seriously on the marketing project. The aim of this project is to deliver
visitors. In general, the coast is for wealthy Norwegians. During summer, it is very crowded and
good products that make tourists want to come back. It strives for loyalty and at the same time
people coming are wealthy, characterized by for example the possession of expensive yachts. In
unravels weaknesses that could be improved when possible. The focus is different since there is
the autumn and during spring, a lot of northern European visitors come to fish.
no strong emphasis on mass communication by means of brochures. Involved businesses agree
on mapping their business performances to discover potential needed updates. First steps include
Strategies
for example a CRS system as you need to be able to measure returning visitors if you want to
Expert 1 shares tourism is part of the business development section, because tourism should
focus on repurchases. The project is closely linked to research and offers all kind of various
be a part of developing and therefore requiring a strategy. Instead it could also been linked
possibilities interesting for entrepreneurs, both in digital and non-digital ways.
to culture, planning and communication but in the end, tourism should be a part of community
Expert 3 adds it is the idea behind Usus to do something else. The focus is on the guests
development. ‘Visit Sørlandet’ could be seen as the DMO, receiving the largest amount of
that are already there, using the stream of guests through different systems. By creating better
tourist funding available from the council. The funding is mainly spent on marketing and market
experiences and stimulating to write reviews about these for example, results in the visitors doing
development. It is positive because a strong marketing position is desired while on the other
the marketing for you instead of spreading your message over the entire world, which is very
hand, there is not much money left to fund new tourism development projects. ‘Visit Sørlandet’ is
expensive. More traditional marketing by having tourist promotion offices abroad is still existent
now applying for funds for their projects, while the best way in the future might be that they work
and working. Marketing offices, regional or business related, in the Netherlands, Germany and
on tourism development next to promotion. The coast is used as much as possible in the tourism
Denmark do function and because of research, smarter packages could be and actually are sold
product, resulting in people in the hinterlands desiring more attention. Different segments can be
increasingly. The major changes during the last three to four years, however, caused marketing
targeted as it is possible to camp close by the sea or stay in more expensive resorts and wooden
to take a different direction. Usus is a completely new way of thinking, integrating destination
cottages. In combatting seasonality, fishing as activity is a strategic choice, capable of luring
development, marketing and promotion. Visitors telling other visitors about their experiences works
visitors to Sørlandet in January and February when families are less interested to come. Scuba
just better than if sale agents do it.
diving was tried as well, but not much has been realized following the opportunities.
A new seaside resort is tried to be developed at the western part, and desires are made clear of
having cheap apartments included in the offer as well. Perhaps segments visiting this new resort
The most famous beach in Mandal, Sjøsanden, is only a short walk from the city centre, therewith
could be including bird watchers. A combination could be made with surfers but more research
largely contributing to the Mandal’s tourist product.
into loyalty seems to be needed to convince stakeholders. The project Usus emphasizes a
regional tourism strategy and is not limited to the coast only. The aim of the project is to network
The river mouth of salmon river Mandalselva is just outside town, making fishing an appealing
and increase knowledge. The idea for businesses is to give, instead of to get, information; ‘now
tourist activity, as are cycling, hiking and nearby golfing. Fishing permits are necessary in the
we have 75 businesses that are part of this network, started with a theme park’. By sharing
tourism season from June to half of September. The river is among the top 15 for salmon fishing
knowledge and networking, tourism businesses come together and collaborate for a better
rivers in Norway. For cycling, 19 routes are established and equipment can be rented at the
tourism product. The benefit of Usus is that people talk to real people with real problems and
tourist office. Festivals are popular tourist attractions in Sørlandet. Mandal, for example, hosts
real opportunities. The millions of Norwegian crones invested in this project yearly is received
the yearly Seafood festival in August with music, art, late shopping, cookery demonstrations,
for eight percent from state government and the chamber of commerce. There are many project
prawn peeling competitions, a fair and a lot of seafood to taste, of course. Most popular
partners and the total amount of money should be used for regional development.
accommodation seems to be cottages, in ranging sizes and available both for hire as for
Expert 2 explains the 75 businesses are working closely towards the same vision. The vision
ownership.
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destinations, making it more important to focus on existing visitors and try to let them come back
instead of attracting new visitors.
Expert 2 explains why most visitors are domestic tourists; ‘it is extremely expensive to get a place
along the coast like here and since last year the prices has been increased.’ Apart from during
festivals, average segments are not that young in age. Festivals do bring relatively younger
people to the southern coasts, including towards an island for a specific festival combined
with camping. Besides music, the hedonistic sun, sea and sex idea contributed to an image
appealing for younger target groups. Due to the theme park, today’s product is more family
oriented. The theme park is Norwegian’s number one attraction listing nearly one million people
per year; it is said to be a Norwegian cultural must to have at least visited the theme park once
in your lifetime. Expert 3 argues that for the last 25 years, nature was used as a key point to
attract tourists to Norway but for 25 years this seems not to be working as the amount of tourists
is not increasing at the same rate as in the rest of the world. Market penetration compared to
the rest of Europe is going down. Historically, the region is the part of the country where most
Norwegians take their holidays. It has become very expensive during the summer and in high
season, all hotels are fully booked. Foreigners do not stop by during summer, simply because it is
Mandal’s beach after winter
too expensive. ‘The world is about to change and people are much more often traveling around
the world to see other destinations’ and as there is much free capacity outside high season,
Expert 1, concerning activities, argues the coast is used as the main plant of the tourist product
something has to be done.
while firms renting out sail boats for example hardly exists. Windsurfing takes place in west
From own observations, the Norwegian coast does appear not to be that similar to the Dutch
Sørlandet and is a product that could receive more focus. Kiteboarding is a different story as
coast. However, the southern coast is really interesting to visit as a researcher. Sørlandet is
the region is also famous for bird watching, but it is possible at some locations. Concerning
said to be ‘the true home of the Norwegian summer, known for a beautiful coast with skerries,
the quality, expert 1 claims ‘it has to be good, otherwise we could not have anything in here
islands, and cosy towns and villages’ and while the season did not really start yet, the beauty
because it is so expensive’. The quality is high and destinations are working on it continuously.
of its coast could not be denied. The launched Usus project concentrates on customer loyalty.
Products are still in development and focus on teambuilding, fishing, relaxing and having fun at
Instead of (only) promoting the destination themselves, they try to make the visitors of Sørlandet
the seaside. Accessibility for people without a car or a boat is limited as you could say it is much
true ambassadors. In order to have the best ambassadors, all actors in the tourism system should
based on car tourism. Ferries to travel along the coast or using boats to visit small islands to hike
be engaged by offering WOW experiences. Unfortunately, the WOW especially became
are common ways of transportation. In Mandal, the culture house is being promoted, which is
evident when spending money on aspects of the tourism products as dining; prices were really
intended mostly for the residents itself; ‘it doesn’t have very much about tourism and they don’t
high. There were not many activities that could be booked at this time of the year (spring) and the
have very much going down there, I would say’. It is a holiday resort, where people could fish
visited campsite near Mandal was relatively empty, besides several mobile homes and campers.
and like the other small villages along the coast, it is best accessible by car.
It is hard to estimate whether the coastal tourism experience offered is true value of money
As a tourist you need a certain amount of money to do certain activities because it is indeed
compared to other cold water destinations, but it could be imagined that during summer periods,
expensive. Most of the units for rent are private and not shown in the statistics of visitor nights.
it is a fascinating destination.
More than seventy percent of all bed nights are not part of these statistics. Most people come to
southern Norway for a visit to the zoo in Kristiansand, that being the main attraction. Travellers
Branding
from abroad could be those Germans who dream about Norway to rent a house close to
Tourism in Sørlandet increased in the 1930s, mainly because of regional branding. The region
the water with their own boat. The biggest competition for southern Norway are international
was labelled as ‘fashionable’, particularly its small towns. Promotion focused on Oslo, luring
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visitors with slogans as ‘Travel to the South’ and ‘Sun, Summer, South’. Promotional materials
have hundred companies involved and making the project self-financed within three years. The
were later spread throughout Norway and also abroad. Destination branding is now more
good thing already in place is that in contrast to other destination companies, expectations of
concentrated on the national level; ‘Norway, Powered by Nature’, especially focusing on
companies are different. When companies pay fees to a certain DMO, they expect something
attracting active tourists to the landscapes of Norway. Despite the large role of the national tourist
in return, often in a short period. With Usus, people know and understand they are in charge
board, Sørlandet does have its regional website (www.visitsouthernnorway.com) and specific
of their product and marketing, but can get help and support from many good and qualified
website (www.visitSørlandet.com), which are a part of the national Visit Norway page. Their
people. All the companies just share their knowledge and one could use it to his own advantage.
own pages include links to their Facebook, Flick, Tripadvisor and Youtube pages. An application
Included are all type of companies that come in touch with tourists, not just hotels and flight
is available for download, informing visitors about ‘the real summer region of Norway’.
and ferry companies; ‘gas stations and taxis are invited to share their knowledge about how
Expert 1 shares there is a fund given to have a common way of presenting southern Norway;
people travel and how they react’ to mention one other example. Large companies could pay
‘we have to market and to provide the funding to show ourselves in one specific way’. With
for instance twenty thousand euro a year, whereas a small company pays two thousand. The
this, it is eventually up to the businesses how they use possible platforms. Working together with
requirements are that there is a product manager who can coordinate and participants pay for
visit Norway on national marketing campaigns resulted in an increasing number of visitors. Local
conferences they want to join. At sometimes, a raise for money is arranged through different
tourist offices can still exist and do their own promotional activities, while it should ideally be
channels to arrange a specific conference. At the end, it is really easy to become a Usus member
linked to the bigger destination image of Sørlandet.
and even more easy to get out. ‘We only want people who are really interested in this industry’,
members sign up for a year and membership is automatically extended.
Especially people motivated and interested to do something with their own business in a network
Due to shifts towards digital marketing, Sørlandet is focusing on new destination promotion
are invited. Many could be competitors, but the expert thinks ‘there is the very well-known
strategies concentrating on networking and visitor loyalty. Satisfied visitors may become returning
fact that even if you are competitors you still earn by working together’. There are many hotel
visitors, therefore aiming at offering the ‘wow’ experience to its visiting tourists. Collaboration is
directors who won’t accept their logos are missing while it is not important as often, people do
key to improve the visitor’s experience. Challenges of this strategy lies in getting acceptance from
not come to visit that specific hotel. A hotel, in that sense, could be regarded as infrastructure.
local DMOs, funding for projects, sharing results within the network and convincing stakeholders
Now, if people come together in a conference, new products pop up. Process enthusiasm and
of the effective of this new digital approach. Expert 3 adds that the first role of the Usus project
responsibility is needed for commitment in product development. It is a new way of thinking.
is that ‘the experience of your vacation will not be better than the lowest quality in the chain’.
For this reason, there is cooperation with all tourism suppliers highlighting the need for focus on
product and quality and how these could be developed. The participants of the project should
4.6 Discoveries in Bray (IRL)
therefore regularly hold surveys to measure how customers really think about their offered product
and act following these results. The challenge therefore is making sure the businesses have the
right tools and understand how to work with them, including general knowledge of the Internet,
Bray, located in the County Wicklow, used to be a small fishing village until the end of the 18th
social networks and the digital world. Sales and especially re-sales should become priority
century, until Dublin’s middle classes began to visit it to escape city life whilst still being in close
number one; ‘you have to change the whole mind-set because then you have to really focus on
proximity. From the 1760s onwards, it became to grow as a seaside resort. Invalid people
people that are there, instead of people who are not there’. The people who are not there is and
visited Bray to bathe in the sea and cure their arthritis. The hotel now known as the Royal Hotel
remains a difficult market to connect to; using word to mouth and sharing experiences is how
is where the lord lieutenant’s treatments took place to cure his gout. The opening of the first Irish
marketing works more effectively. The goal is that nine out of ten people come back to this part of
railways improved access to Bray and as locals set up horse-drawn services to transport visitors
Norway between two to three years; ‘we are almost there… we were quite surprised how many
further, day trippers increased. Soon, Bray became the largest Irish seaside resort and as Turkish
really came back’.
baths were built in extravagant style, it was not long until Bray was said to be the ‘Brighton of
Another challenge is that the group interested in getting involved in Usus is getting very big. The
Ireland’. The tourism industry was put on hold during Second World War and a lot of baths
difficulty lies in making sure everybody keeps on feeling the same commitment. The goal is to
were demolished. During the 1950s, a new stream of tourists got interested in Wicklow once
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again, mainly from Wales, England, Scotland and Northern Ireland. In 2006, the visitor number
tourism destination.’ Progress is starting to be made and an action plan was commissioned,
in Wicklow dropped as other countries invested more in tourism and became more appealing.
now used as a way forward. From here, a marketing plan will be created to use as a tool and
Visitors from the US decreased, resulting in desires of replacing these tourists with others.
offer insights in new structures and funding possibilities, including the option of membership to
Expert 1 agrees on Bray being some sort of premium seaside resort back then and the main
generate a regular cash flow. In process of creating the final action plan, four workshops were
resort for the Dublin tourism market. It was popular, until holiday makers decided to go overseas,
organized to show what has been done and to discuss what the future direction might be.
resulting in a decline of visitor numbers. The decline accelerated as people first came to spend
Stakeholders were invited and a lot of the same faces showed up. Unless there are new voices,
two weeks of holidays, which was suddenly converted to short breaks and finally a lot of people
you keep on circling around the same ideas but eventually, people got engaged who were not
just came for a day. A bad reputation, due to a couple of incidents including fighting and
engaged before, positively influencing others. People looked for possibilities to package products
stabbing, resulted in people not being interested to visit Bray anymore. The town struggled to
together and tried; see what happens if it is brought to the market. Waiting for things to happen
recover and re-establishing an identity for itself became an important topic. In the early 2000s,
will just not work.
efforts starting to pay off and image turned towards a more positive one. It was at that time several
Expert 2 believes Bray should make it clear what type of visitors it wants to attract and adapt
events were organized to attract people, one main event called the Bray Summer Festival has
their offers accordingly. Right now, there is an eclectic mix of visitors and focus seems to be
grown significantly. For a very long time, ‘it was a painful process; trying to turn everything around
lacking. It is not just a Bray thing; ‘it’s a Wicklow thing; lacking the drive, the vision to develop
and get people thinking in a different way’. It was only last year when research tried to quantify
the destination as a proper destination we know… as far as attractions, scenery, the offering
the visitor experience, the origins of the visitors, the motivations, their likes and their misses. For a
that we have in Wicklow is fantastic and it competes against the best scenery, locations, but
long time, businesses hardly cooperated as everybody ‘was busy paddling his own canoe’.
we never had to promote ourselves, because there were people coming anyway.’ Concerning
vision, the vision for Wicklow as a region should be leading, while Bray does have its own
Strategies
agenda just as every little town tries to drive its own tourism. Linking the region to the national
In order to gain a higher tourism market share once again, Bray set up a plan for the local area.
promotion framework is difficult as Wicklow is not so much officially recognized as tourism
Results, however, show that Bray is held back to growth due to a lack of available land and a
destination, therefore there are hardly any attempts of including the region. There are certain
limited increase in population size. Zoning of additional lands including 1,100 hectares to the
ideas at the national tourism board, but once driving a specific idea into one direction, the
south and west of Bray town should help to accommodate Bray more, and help Bray grow in a
people that have to execute it lack time or resources for development. It could still work, but not
sustainable way. Expert 1 shares that it was only until recently that people start working together
all people embrace the idea, which could kill the initiative in a sense: ‘my budget is very small, I
more and a newly organized tourist board had been realized. There is therefore still a lot of work
don’t have enough staff to be on the ground as much I would love and as should be.’ The costs
to be done to create the brand and developing the product that matches the destination. At the
from the regional membership barely covers the costs of running the office. The available budget
moment people are more occupied with selling their actual products instead of innovating them.
makes it very hard to make a marketing impact to the oversea visitor. The positive side of having
A strategic plan, in that sense, is still missing and a lot of random things are going without having
a lack of resources is that you need to come up with creative ideas yourself. Wicklow tourism
one clear and agreed vision in mind. Bray Tourism is a limited company with a responsible chief
shows great potential and a difference is now being made in centralizing all the information
of marketing promotion and members do not have to pay a fee. Local events are supported for
under one umbrella.
years and leaflets were distributed because someone said it could be a good idea.
Expertise on marketing is said to be relatively low, possibly related to the earlier decline of
tourists. Reasons to visit Bray are being created and shared but there is a larger need to become
Bray today is still a seaside resorts, reachable to the whole world as it is easily accessible from
unified and think clearly about what it is exactly that could be offered as an experience capable
Dublin. Its location and history attracts hikers, for example to hike the 8k long cliff walk from Bray
of attracting visitors, make them satisfied and returning visitors. For long it was thought that
to Greystones, leading tourists along the old railway and informing about the history, flora and
reasons were obvious as Bray is wonderful and has lovely restaurants but you could also say
fauna.
there are other lovely places near this town. Since more thoughts have to be given to the unique
Tourists could also enjoy walks on the Victorian Esplanade or visit the Kilruddery House and
selling point, the expert believes that ‘we are a long way from achieving our potential as a
Gardens, a venue exhibiting one of the last remaining 17th century gardens on the Isle. Bray is
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View during the cliff walk
Bray’s Seafront
popular among golfers, having its own golf club and with its National Sea Life Centre, it also
Expert 2 sums Bray as having ‘very much nightlife, there is a lot of entertainment and activities,
houses one of the top visitor attractions on the eastern coast. Annual festivals are popular with
there are lots of cultural events going on that you wouldn’t have anywhere else’. Bray has
for example Bloomsday celebrating the life and work of one of Ireland’s famous writers James
been structured as a tourism destination for the past hundred years, whereas other villages in
Joyce and the music festival Groove. Even more known is Bray Summerfest, Ireland’s largest
Wicklow only later understood they have something to offer to tourists as well. Concerning
free summer festival since 1981 and the main tourist attraction in North Wicklow, generating
accommodation, it is argued that perhaps you won’t need more extra beds, but nicer ones. ‘I
earnings of around eight million euros yearly. Main accommodation types are hotels and inns,
don’t believe there is a need for bigger and more attractions in Bray; I think there needs to be
located at the seafront or between the city centre and the promenade. Most of them share long
more structure, and have a target audience, who they would want to target for, and define what
histories.
they want to offer.’
According to expert 1, most emphasis is now on tourism promotion and not so much on
Judging from own observations, Bray is indeed a mix and focus is not entirely clear. The seafront
improving existing products. A lot of activities can be experienced for free, like the cliff walk.
promenade and its sloping head are great features. The cliff walk to Greystones is beautiful, just
The harbour has much potential, as well as more possibilities to drink a cup of coffee along the
as other hikes in the natural environment which is always in close reach. The well-known Harbour
seaside. Cycling and sightseeing are activities tourists can do whilst experiencing Bray. The Irish
Bar, once titled as the best bar in the world, is a lively place which might be about to change
experience is offered in terms of music, culture, rolling hills, history and heritage within close
due to having new owners and management soon after the visiting period. The shopping street,
proximity. Bray is easily accessible and could serve as a hub between urban Dublin and ‘garden
a short walk from the seafront, offers a variety of shops and road works were being in place to
of Ireland’ Wicklow. The hub is within close reach of the airport and has a unique seafront with
make it more appealing and probably safer, as it is also a main road crossing coastal villages.
a lot of potential for activities. Concerning accommodation, there are no hostels, not a campsite
The appearance of hotels and restaurants differ, therewith it was estimated products are on offer
and if you want to park your car at a car park, you have to drive a short distance.
for a variety of budgets. More modern accommodation and dining facilities are in balance
with more dated buildings. It could be imagined how crowded it could be during Summerfest
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and that parking a car would be a challenge. At this period, just before high season starts, the
be taken as developing infrastructure and quality standards. It must become clear once again
atmosphere was relaxed, while locals participated in rowing races.
the town and the area do have the highest standards. The night time economy for example
should offer safe experiences. Councils are proactive and the challenge lies in trying to put it
Branding
together while various small independent things are going on. There seems to be a mentality that
The image of Bray concentrates on its location and natural heritage. The focus of branding lies
somebody else should actually doing it. Discussions concerning problems result in ‘if they only
on its cosiness, history and purity of the location. The selected logo to entail these ideas is heart
did that or this it would be great’; people don’t think how it can be done instead. Changing
shaped, combined with the capital letter B. Its full slogan is ‘Bray, at the heart of it’. In addition,
people minds can take quite some time. Turning points to change such a mind-set are related to
Bray took part in ‘the Gathering 2013’, a yearlong celebration of all Irish aspects, ranging from
envisioning and showing leadership capable of communicating that vision.
festivals to sport events and historical clan meetings. Bray is one of the locations where these
Businesses should think more outside their own businesses and see if they can work together with
gatherings take place. The official tourist website of Bray and its Facebook page share nice
other tourism providers. The success of one tourism business depends on others in one specific
pictures and experiences, and inform people about upcoming events. Expert 1 highlights that
destination as people should come and visit the destination in the first place. Energy is needed to
Bray could be better branded by creating packages including these events and therewith trying
move forward and work with a certain vision. If people are resisting, it could take up all energy
to get visitors staying the night as well or make it into a long weekend and do several activities.
and stop processes. The action plan, as being proof on paper, can cause energy and due to
Briefly said, there is always something going on in Bray but people should be made more aware
the workshops, people feel they are involved. The challenge is to continuously look at what you
of it. Though, besides branding, existing products need to be improved.
are as a destination and how you would eventually target those people you feel that should be
Expert 2 stipulates that if people, visitors or locals, are looking for something to do in Bray or
attracted. The exciting thing is, when you trust on the process, the final picture of the destination
somewhere else in Wicklow, they should find it under one umbrella, although the medium could
might be different from what you expected when starting the process. Having a vision and being
be different. There has to be an obvious website, tourism offices and a smartphone application.
positive, that is the innovation in Bray and remains a continuous challenge.
All information should be accessible to everyone who wants that information. The site of ‘Visit
Expert 2 strongly emphasizes the budget, or basically the lack of it, to really make a difference
Bray’ links to the umbrella site of Wicklow and vice versa. Before, there were a lot of stronger
in marketing. Members do pay a fee of hundred euro per year but it is limited. The challenge
linkages but due to a lack of time the emphasis is now on structure. There is no budget to
is that selling more memberships is time consuming, time that could also be used to promote
advertise and to run campaigns, resulting in efforts to make a difference by press releases, PR
the place: ‘It is an “I” which works at the moment here; it’s hard to think as we, it involves two
and search engine optimization. Besides being active on social media, tourism information points
people and for two people it’s hard to think the same way if there’s no proper leadership. That’s
are being developed. These points are computers installed in the back of a shop so that people
probably what’s missing here as well; some sort of an on the ground set up leadership; to get
can browse websites and search for appropriate information. What really lacks is the awareness
people together, everybody on board to move forward.’ Being so related to politics is positive in
of the destination for people to come and stay here.
terms of receiving some funding, but the downside is it also gives a tag, a certain image to an
The application is a mapping device that works both on- and offline. It shows where you are
organization. By having more resources available, making sure people in the industry embrace
and what kind of attractions are surrounding you. Next to the images and the possibility to open
the destination would be more realistic as more time is available to speak with the key people
links, it works offline the same as online; information could still be found. The application does not
involved. Telephone calls do work, but face to face meetings cannot be beaten; ‘If I don’t show
replace the website, but complements it. The same goes for the computers in the shops. Foreigners
what I’ve done, it’s very hard for people to understand the concept’.
might not have an internet connection or smartphone and could then still search for information
while being in the destination. Retailers welcome the computer as it attracts more people to their
business and by offering trainings, they know how to use it in their best advantages.
4.7 Discoveries in Rye & Camber Sands (UK)
Expert 1 believes challenges in improving products are related to the political system. Elections
Rye is only two miles away from the open sea, although it used to be seafront before. It is
are important for the realization in innovations in the coastal tourism product. Small steps should
located at the confluence of the three rivers the Rother, the Tillingham and the Brede. Once, it
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was almost completely surrounded by sea and part of the original Cinque Ports. It is officially
very practical for Londoners to visit the destination. There was a decline recently, but that was
a civil parish but has the status of a town due to its historic roots. The location makes fishing an
probably influenced by an alternative interest in the Olympic Games.
important aspect of daily life, resulting in the Rye herring and scallops being famous for a long
time. Besides fishing, it is known for building ships for the service of the King during war periods.
Strategies
The town has a rich smugglers history, especially in the 18th and 19th century. The Inns were
Expert 1 argues there has been extensive work done on gaining insights into seaside towns and
used extensively for smuggling purposes, connected by secret passage ways. The historic roots
their regeneration and in particular the challenges they face. The focus during last four to five
and the town’s charm are main tourist attractions today. In this sense, it is less of a seaside resort
years on coastal towns in general ‘has not made any significant changes the way government
than other destinations explained, while closely located Camber Sands does play this role of
policy has been directed’. The Pontins Holiday Park plays a key role in Camber, accommodating
being a beach holiday destination in a better and more complete way. Camber Sands is called
thousands of people per night. Their quality is low, but the business model seems to work.
so because of its large sandy dunes. These dunes are semi-natural and are the only ones of their
However, the plans for Camber do not entirely match the quality level offered at Pontins. Camber
kind in Sussex. With an increasing amount of tourists to the coasts of East Sussex in previous
could receive 25,000 people on a single day in busy summer period weekends. It is a small
century, Camber Sands could not stay unnoticed. It became a popular beach holiday destination
village and has basically only one road. It causes a gigantic pressure on infrastructure and its
although it never expanded in ways other coastal tourism villages along the Sussex coast did.
2,000 inhabitants. People get fed up because they cannot get in and out of the village, nor
can they park the car anywhere. This is only a few days per year and in winter periods, a lot of
small businesses are closed. The people that come in during summer do not spend much money.
Sometimes only an ice-cream, therewith not really benefiting the local community. The people
who live in Camber ‘seeing all these visitors, they see headaches and the district council who
makes money with the car parks’. Right now, investments are made into facilities and efforts are
concentrating on trying to encourage more investment that could raise the bar a bit. Investing
in high quality infrastructure, cafes and restaurants and holiday accommodation should start to
create a positive vicious circle and extend the season.
In the first instance, there will be looked at new properties for a central car park and a little side
road. Those sites are owned by the district council and offer possibilities to actually do something
positive with them. These initiatives follow the work on the master plan for Camber Sands. The
master plan forced to take a look on the complete village’s spatial strategy as well. Concerning
connecting Camber Sands more with Rye Harbour, you would see on the map there used to be
a little ferry boat and it seems as an obvious thing to link. Encouraging a crossover to the nature
reserve will make it easier for people to see the destination as one rather than two separates.
There are comments about the idea of the crossing, emphasizing the fear too many visitors will
enter the nature reserve. That is a bit of dilemma as on the one hand, the nature reserve promotes
itself as something that people should visit but on the other hand, the carrying capacity might be
The ‘Sands’ of Camber, due to its winds also a kiteboarding hot spot right now
in danger. Even without the crossover, Camber has enough potential to move forward. Camber
will either attract investment or it won’t; ‘I am fairly confident that it will, provided that we can get
Expert 1 believes that historically, tourism is not treated in the same way economies like
the numbers right and make it work for an investor and make it work for us.’
manufacturing are normally analysed. Bringing new money to the economy with tourism being
The image of Camber Sands is not that positive, but going through the process of creating the
quite a key part of that is very important for areas like Rye and Camber. Expert 3 believes Rye
master plan enabled space to talk to people and ventilate ambitions. It could feel as a leap of
itself has a lot of promotion causing visitor numbers not to be declining. Due to train links, it is still
faith, but somebody has to jump first. The public sector might perhaps be the one that could best
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start with initiatives, taking risks, and hopefully the private sector follows automatically. Camber is
years, several bed and breakfasts closed down for various, unknown, reasons. Perhaps it is the
unique since it combines the natural setting, the protected status, the natural environment it all sits
economy why no new businesses open. There is a very high standard of accommodation in
in and at the same time having the logistical problem with visitor numbers. Financial packages
terms of quality when it comes to Rye itself. 1066 (regional brand) uses an entry level scheme
have to be created that will work for the council and investors. Some existing businesses do see
for bed and breakfasts; ‘so that new bed and breakfasts wouldn’t be put off by the high fees
the potential of Camber and innovate, whereas others are happy to close down in low season
of getting the star rating’. Eventually, they will be assessed, receive necessary certificates and
and make enough money during peak season so they can go and live on for example the canary
be promoted within the tourist information centre. More entrepreneurial and board activities
island for six months.
combined with collaboration could make jobs easier.
Rye Bay is an area of interest, as expert 2 explains, and promoted by its wildlife all the way
across the county boundary with Kent. Estimations are two hundred thousand people a year
visit the nature reserve with most of them passing the visitor centre. This small visitor centre
Rye is sometimes called the medieval gem of the Cinque Ports. It is one of the best preserved
welcomes only fifteen thousand people a year, and it is planned to be replaced with a much
medieval towns in England, which is the reason many of the tourist attractions are using its history.
better visitor facility. This new centre will tell people a better story and provide better educational
Camber Sands offers a different experience, meaning together they can and are promoted as a
services. About ten percent of the visitors understand what is needed to maintain species and
combined destination. Rye offers heritage and culture experiences, whereas Camber is the only
habitats in the nature reserve, resulting in interesting conversations with these people both online
sand dune system in East Sussex and visited for its beauty, safe bathing possibilities and water
and offline. ‘The biggest thing we should be doing is getting people to look and see and find
sports as kiteboarding. Exploring Rye’s history starts with a visit to Rye Heritage and Information
and listen to wildlife and enjoy wildlife.’ Food and beverage possibilities will remain limited,
Center, bringing 700 years of Rye’s history to life. The Rye Harbour Nature Reserve is attracting
due to competition with established businesses nearby. The focus, therefore, will be on quality
visitors due to its rich flora and fauna, while Camber Castle is of tourist interest as well. The
information and offer some formal education space for visiting schools. Information will mainly be
coastal zone of the reserve is actually not that far from Camber, but the water prevents a shortcut.
on the Sussex area, but also including the rest of the Romney Marshes Living Landscape in Kent.
Camber Sands offers unspoiled views of sand and sea, and is also being recently voted as
For the location already, there are many layers of information, ranging from wildlife to changing
one of the top places for beachcombing in the country. The beach offers a kiteboard centre for
coastlines and military defences to fishing. There is a wildlife information centre in Kent, fifteen
equipment rental and instructions. Popular annual festivals in Rye are the Rye International Jazz
miles away, and Rye town has a Tourist Information Centre and the Heritage Centre. A separate
Festival, the Rye Arts Festival, the Rye Bay Scallop Festival and the Florestan Festival. On the
charity is devoted to the nature reserve and has enough funds to support the new visitor centre
weekly farmer’s market at Strand Quay, visitors can find local food, drinks and crafts.
in the area. There should be money left, however, for future land purchase which is important to
Expert 1 shares his view on Pontins Holiday Park in Camber Sands; ‘it is a big obstacle for us…’.
long term success of the nature reserve. It is therefore important to build membership and support
A few years ago, Pontins was bought by a company that wanted to completely reposition it and
for the charity.
change the business model entirely. It was a great idea but it collapsed and did not survive. The
Expert 3 explains the promotion strategy is combining Rye with Camber Sands as a destination,
desire was to turn it into an apartment complex instead of a resort. People could buy apartments
making it possible to book the old medieval town and the beach. However, different people
or the corporate sector could invest in them and upgrade the level of facilities. It is now more a
like different things. Families go to the beach in Camber whereas the older generation likes the
closed community but it seems they are happy to target the very low end of the market. If people
medieval town. This could also be a good thing in the strategy as ‘you have got something for
are willing to accept the quality, you could only say the business model works. People visiting
everybody’. The majority of the tourism entrepreneurs in Rye are professional, while Camber
Pontins are driven by price instead of quality, the only thing that could be done is to make sure
does need some renewal in the tourism product: ‘they do need to develop that area they are
the park operates within the law and does not cause too much disturbance. Camber Sands
talking about and next to this the central car park.’ Hence, it does not need to be limited to
does have more to offer than only a beach to bake on; it is a great location for kiteboarding,
accommodation as there could be more activities and attractions added besides the beach.
but people could enjoy horse riding in the natural habitat as well. If one comes in November or
Seasonality is not much of a problem. With January being the only quiet month, the town of Rye
March for example, there is hardly anything in place to spend money on, perhaps one café is
attracts visitors all year round and Camber Sands invites people for walks on the quiet beach
still open. On the contrary, some beachfront holiday houses are luxurious and expensive; ‘they
in winter season. There are not enough beds in Rye, according to expert 3. Over the last four
rent it out for astronomical prices as a holiday home, so there is wealth there and there are
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people who recognize Camber does have something quite unique’. Visitors in the area come
people, just make them a little bit more interested and perhaps on their second visit, they’ll notice
from London, other places in southern England, but also from Belgium, the Netherlands and the
“oh, where has the sea gone”.
north of France.
Expert 3 believes the tourism offer in Rye is of very good quality. The problem with Camber
Expert 2 believes visitors to the destination do come all year round, to enjoy the coast and
is, however, the accommodation possibilities as they are perceived to be not good enough: ‘I
countryside, but not especially to see the wildlife in Rye Bay. The visitors come to the nature
have two or three people in a month ringing, saying ‘I’ve booked here, it’s horrible, get me out’.
reserve partly because there is still a large free car park combined with relaxing walking
That should really be improved, according to expert 3. Although the accommodation could be
possibilities. Tourists are mostly from the near continent, mostly Dutch, Belgians and Germans and
successful in economic terms, it is not really helping the image of Camber. Basic facilities are not
domestic visitors who stay in the full range of accommodation types. The area is special in terms
the problem itself, as it attracts mainly people because of the beach, but hygiene for example
of nature for visitors but also of scientific interest concerning the plants and the insects. At Camber
is an issue that should be in order. There is a lot to do in Camber Sands, focusing for example
the sand moves and although this is repaired mechanically, nobody is thinking about ways to
on the outdoors and the sporty people practicing windsurfing and kitesurfing. In Rye, there’s the
trap the sand. Seasonality in the natural reserve is obvious. On sunny weekends all year round
museum and a popular church that witnesses 30,000 visitors a year climbing the tower, making
a lot of people come. The capacity seems to regulate itself as influenced by the car park; when
it the busiest attraction in the town. People don’t have to pay to enter the church but they do if
this is full, the capacity in the area is also at its maximum. People come to enjoy the nature and
they want to ascend the tower. The Rye Heritage Center also attracts many visitors a year.
do bird watching for example, using one of the four bird watching hides. Still, you could say only
From own observations and to start with text from a book concerning the Sussex coast, it is stated
twenty percent of the people want to find out more about the wildlife.
that Sussex is quintessential with Englishness. To have a first-hand experience concerning the
traditional English holiday parks at the coast, a stay was booked at Pontins Camber Sands. It
A lot of people come to the destination to visit the beach, sit, and come back. Every day, there
is for no reason that BBC’s program Watchdog produced an item about Pontins. During check
are changes in the tides which is a true potential; ‘we have the opportunity to just touch a lot of
out, the girl hesitantly asked if the accommodation and stay were liked. Having said that ‘I had
Bird watching hide in Rye Bay
Pontin’s holiday camp
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an unforgettable experience and am somewhat surprised that business models like these are still
yet. The geographical area is large and has potential, but other key persons and organizations
doing so well’, she did not really know how to react and laughed a bit. Generally said, a stay
are not fully engaged. For that reason, the focus is now on the Sussex Wildlife Trust. The brand
at Pontins provides enough material for a serious amount of courses about the tourism product,
concentrating on living landscapes in Sussex could be labelled as Rye Bay, but it does overlap
especially regarding service, hospitality and guest involvement. It surely will involve several great
with 1066. Rye is part of the five ports brand (official name in French; Cinque Ports), which
stories to share with tourism professionals, as bad examples always work to raise awareness.
‘could be a good brand, but it is too fragmented’. It is difficult to understand as it has more than
Besides some (better appealing) bed and breakfasts, smaller holiday camps, and only a few
five ports included in it. The 1066 brand ‘is established and is good, but for me it goes too far’
restaurants and bars, there is not much to choose at Camber Sands than staying at Pontins and
referring to its geographical reach.
for example participate in the bingo.
Expert 3 believes the 1066 promotional efforts are running for about seventeen years and
is going very well. The brand is very strong and recognizable with overseas visitors; ‘they
The beach of Camber Sands is amazing and when there is enough wind, many kite boarders
understand what it is, probably more so than English people I think’. The beach in Camber
are using the ocean as their playground. Although integrated with Rye in terms of destination
Sands is one of the gems in 1066, according to expert 3. It even is promoted to film directors:
promotion, most focus remains on Rye as a true medieval village attracting many tourists. Being
‘we just had George Clooney directing down at Camber Sands. There’s a new film called
two different worlds, it could be its strongest points; the cultural town of Rye and the great
The Monuments Men and he used Rye, he also used Camber to film the D-Day landing.” It is
beach of Camber Sands. Add a great and very interesting national conservation area to that
believed there will be a resurgent interest in the area again when the film is released.
and there is no doubt in tourism potential. Walking in the nature reserve is very pleasing while
the architecture, small boutique shops, restaurants and the tourist information centres in Rye are
definitely a recommended experience. Just wondering around medieval Rye takes you back for
Throughout the UK, there is a growing demand for quality destinations with easy access. Camber
centuries, although its many tourists makes you realize the smugglers have disappeared a long
is almost only being visited for its beach, whereas most destination activities are linked to Rye.
time ago.
Connecting the seaside with the town of Rye could be seen as a tourism improvement. In the
Camber Visitor Management Initiative report it became clear that future projects need to benefit
Branding
not only the tourists but also the local residents. A challenge in Rye is its infrastructure, as there
The official site for tourism in Camber (www.camber-sussex.co.uk) does not present a particular
are not always enough parking spaces during summer period, causing cars to drive around for a
logo and slogan. The activities to do, shared on the website, are mostly related to activities
long time. New possibilities to conquer traffic problems are including the creation of cycle routes.
in Rye. Rye is being promoted as part of 1066 country. The website of this regional tourist
The challenge is to develop tourism in a sustainable way, resulting in a more equal distribution of
promotion organization provides general information about Camber and Rye together. There is
tourist activity across the year.
a different website, however, promoting Rye Bay, having a scallop as logo. Expert 1 explains
Expert 1 highlights the biggest challenge at this moment is getting the master plan in place.
that concerning the presentation of one brand, Rye is in some respects very different to Camber
There are ideas for other initiatives but it should first get a general, entrepreneurial approach to
and targets different visitors. Rye has its history and the cultural side of it, whereas Camber has
the destination. Challenges in the process of realizing the master plan are related to the impact
Pontins, the leisure park and another caravan park. Rye is more matching the idea of branding
on dunes and damaging the natural environment. By emphasizing the desire for more visitors
the region as 1066 country; ‘it is a short break market, long weekends, but with the emphasis
outside the season, actors involved with nature conservation will be worried. Another challenge
on quality culture, good food; that sort of things.’ 1066 county is largely a public supported
is about the functioning of the organization as existent on the beach. Control officers make sure
partnership, Hastings and Rother each fund an equal amount per year. It is focused on promotion
lost children, for example, are found as soon as possible and returned to their parents. They also
and various tourism related activities could be hanged upon the 1066 hook, like country walks,
keep an eye on the people, to make sure they are not doing things that should not be done on
pubs and art galleries.
a beach. When tides come in, responsibility increases and incidents follow. Perhaps a different
Concerning branding, expert 2 explains, 1066 works quite well. It is the strongest brand but
model for operating the beach could be a better option. When it comes to innovations in tourism
it still is not great for the Rye area. Efforts in making a brand using the geographical area of
development, people who work in and have expertise on leisure are probably better suited for
the Romney Marshes Character, as identified by Natural England, has not resulted in success
leading developments than a local authority. The local authorities can and will have a steering
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role, but business development is eventually to be executed by the private sector; ‘you have to set
The exact financial value of tourism and of the nature reserve to the local economy is missing.
out some parameters and tell them this is what and why we want to achieve rather than just to
There are entrepreneurs involved in marketing more than only their business, for example Rye Bay
say there is a plot of land, do what you want to do with it.’. If the master plan will fall, it would
as a destination itself. The expert took a step back in marketing the destination, also because
be on finances. The plans should make it worthwhile for an investor to take a risk.
of frustrations and believing it is only just a small part of his work: ‘I don’t have the up to date
Expert 2 discusses his perception on the money being generated from Camber car parking going
picture of how things are working. So when people ask me for information or photographs, I
to Rother district rather than to the Camber area. Rye and Camber Sands are ‘trapped in the
send them material and let them go along with it.’ In three years, the expert hopes to have a new
corner’ of the county and the district. Most of the money and residents of Rother District are in
visitor centre, made possible with the necessary funding.
Bexhill and Battle, and although Hastings is nearby, it has a separate council and wants to hold
The third interviewed expert believes that entrepreneurs could be more active and collaboration
all tourists around Hastings itself; ‘It doesn’t want to say you can visit Rye’. Although nearby plans
in the destination does have potential. However, responses when talking to them are describing
are in place to regenerate Camber, there has been very little dialogue with the nature reserve nor
a lack of time and the idea that others will do the work eventually or that efforts do not bring
the golf club, expert 2 shares. The master plan does not seem to recognize the rising sea level
desired benefits. 1066 and the local chamber of commerce are active in marketing events
and want to develop a shopping centre in an area that will by heavily affected by the rise of
while funding is always a challenge. Visitor brochures have been funded differently, causing
the sea within fifty years from now. The consultants did not consult experts in the area while they
in the past some confusing regarding two different versions. Another challenge is that tourist
were active making proposals that affect the area. One example is the idea of a bridge allowing
information centres have been closed recently, making it doubtful what will happen in the future
people from Camber Sands to visit and explore the Rye Harbour nature reserve more easily.
with remaining ones. ‘They are closing Brighton tourist information in September. It’s crazy.’
However, ‘we cannot handle more people here. Already at a weekend this is unbearably busy’.
Tourism isn’t a statutory requirement for England, resulting in the possibility to stop funding tourist
The car park is full at those moments, indicating the maximum of the capacity already. Another
information centres while there is a study showing how much money tourism generates for the
idea is to have a water taxi which will already never work from a safety perspective. The short
region. The biggest innovation and challenge is perhaps, then, to let councillors understand the
time of having enough water in the river for boats to go up and down the river combined with the
value and importance of the economy.
speed of the current would cause conflicts. The tide highly affects possibilities, as well as the size
of the waves which will be ‘too large to get people on and off a boat there, it’s madness’.
Concerning zoning, expert 2 argues there is no coastal zone management, allowing for example
4.8 Discoveries in Baie de Somme (F)
kite surfers to freely surf, potentially disturbing the wildlife at the foreshore. Add up dog walking,
horse riding and wind surfers, and the designated wildlife interest at Camber is being affected.
It is not a problem since right now, disturbed birds can come over to the Rye Harbour area but it
The Baie de Somme is home of the two opposing villages Saint Valery-sur-Somme and Le Crotoy.
would then be best to have a no kitesurfing zone in this particular area. Some parts of the master
The territory was led by the Seigneury of Saint Valery-sur-Somme between the 11th and the 19th
plan are perceived to be ‘quite humorous’ since some things will never happen. Expert 2 is not
century. Count William created a fortress and Cayeux, instead of being given to the king of
sure whether the consultants have much experience of coastal management as they seem to be
England, was destroyed in 1475 after orders of the French king Louis the 11th. Many famous
urban consultants instead. The nature is of so much importance and could even be the glue for
people lived in Le Crotoy, like Jules Verne but also Jeanne d’Arc, who was kept as prisoner
different tourism management projects. Challenges, however, are that nobody seems to take and
before moving from Saint Valery to Rouen. Tourism development in Baie de Somme happened
have a lead whereas there have been a lot of infighting as well. Some individuals in the local
relatively late, for example; the first tourist trains ran on July 4th, 1971. Expert 2 believes tourism
tourism industry seem ‘quite destructive on working together’. It becomes even uncomfortable
started in the beginning of the 20th century while only one part of Baie de Somme was being
to work with a group. The expert believes it is a lack of leadership and does not know how to
developed for living. Having a train riding from Paris, people increasingly paid a visit to the
make progress as a destination. Perhaps the easiest way is to ‘rub it all out and start all over
coast, stimulated by having holidays and an increase in leisure time. Until the Second World
again’. 1066 is the best possibility right now and its heading in that direction while at the
War, the area was not really developed for tourism and consisted of small villages and fishing
moment it is fragmented in effort and websites, creating sort of a mess. Services and departments
places. After World War Two, people started to see the economic potential and started to
of the county and district councils are squeezed financially, causing perhaps a stressed team.
develop tourism more explicitly, although later than other destinations along the cold-water coast
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of Europe. Expert 2 sees being late as a positive thing as it ‘allowed us to really think about
So, they have to tell the buyer.’ Concerning the excursions, there is one large local authority
the best way to develop.’ People first did not recognize it as a summer resort but it started to
that manages the Maison de la Baie de Somme, the Parc du Marquenterre, the Aqua club and
grow in the fifties and sixties as more people became interested in nature holidays. Since the
several more attractions. The excursion guides are not volunteers; they are trained and paid.
seventies, everything has been done with a sustainable mind-set, in order to preserve the natural
Salaries are not that high, but they are employed. The walks in the bay for instance, means
beauty of the destination. By looking at the problems faced by other destinations, planning was
financial income for the local people, making it important to hire guides instead of asking for
executed in a careful way. In the eighties, a large holiday park business wanted to start a resort
volunteers. There are about 47 trained and paid people working in the bay, whereas there are
in the destination which was only given permits when natural values were being integrated in
also more than thirty people who are not trained yet; it is planned they will. It is important to
the business plan. Investors have to realize that starting and operating a tourism business was
monitor and improve the quality of the walks.
and is possible in the region, but some adaptions may be required to ensure nature will not be
damaged.
At first, it were people connected to the well-known bird and nature festival, entitled ‘Festival
de l’Oiseau et de la Nature’, that were willing to do the excursions; they were also the ones
Strategies
who knew the bay the best. After a while, more and more people started to be willing to guide
Expert 1 argues strategies focus on conservation. The destination is of ecological importance;
in the bay, resulting in a study during the 10th festival about the quality of the walks; ‘people
protection of flora and fauna are of high concern whereas the perceived risk of flooding plays
said well, sometimes you have good guides and sometimes you have less good guides.’ Since
a certain role as well. People who have a second home concern more about the flood risk than
the objective was to have an equal quality in all offered activities, it was decided to organize
the average citizen, whereas tourists seem to be unaware. The flood risk is on top of mind for
trainings.
home owners as it threatens the value of their houses; ‘Somebody is not really concerned by
Important is to keep the certificate of being a ‘Grand Site de France’. The Grand Site was
the problem now, but they have to write in the contract there might be a problem someday…
managed by the Destination Baie de Somme, the training of the guides by the chamber
of commerce. Although there was no direct link, it seems training the guides supported the
certification with the label. Future trainings that will be offered are in language skills, English,
to entrepreneurs that host guests and perhaps to the nature guides as well. Besides the general
Somme tourism organization and the chamber of commerce, there is a specific organization
working on the development of the Baie de Somme. There are multiple organizations working on
tourism development within the area; ‘it’s very French. Everybody works as they want.’ Sometimes
people do try to coordinate activities but they are hardly heard.
This idea of being somewhat characteristic for France is confirmed by expert 2, when trying to
explain how strategies within the region are being formulated and related; ‘it’s in France you
know, it’s always complicated’. However, it does seem to work, the bureaucracy, when it comes
to tourism in the region. Since everything in this region is based on natural values, people have
one mind-set which makes it easier to link and work together, even across different organizations.
Furthermore, involvement of tourism actors is necessary, making bottom-up strategy formulation
a preferred way over top-down methods. Since the bay itself is perceived to be doing good,
tourism development wise, a focus is shifted to the hinterlands as there is believed to be tourism
economy potential as well. The Somme valley itself is then the point of interest, including the city
of Amiens but also the World War One battle grounds in the east of the valley. Accommodations
should be developed as also in the Baie de Somme, there are no large hotels, while there are
A guided walk in the bay
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a lot of campsites instead. For the bay, it will remain a challenge to keep the Grand Site label
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because it requires continuous improvement. Product market combinations related to strategy
nature in a less active way from the Maison Baie de Somme seem to be more popular. These
concentrate on short stays for families, couples and seniors mostly. The expert believes holidays
excursions range from seal watching to boat trips.
for several weeks are over, at least in this part of Europe. Short breaks in a natural setting like
Although many activities could be experienced, the main attraction is the bay itself, labelled
these enables visitors to reenergize themselves.
as one of the most beautiful bays in the world. The yearly bird and nature festival, ‘l’Oiseau et
de la Nature’, exhibits photos and arts and offers excursion and workshop possibilities. Expert
1 explains there are not many hotel rooms available in the Baie de Somme. There are many
The bay is the largest estuarine landscape area in France. The focus is on eco-tourism, receiving
campsites but no suitable accommodation for larger groups. The average quality is not that high,
almost two million visitors every years, and joining the highly select community of the ‘Grands
with mainly three star accommodation and only a few four star hotels. Tourism in the bay strongly
Sites de France’. Walking and cycling are popular in this unique landscape, including many
depends on the season, between October and April there is not much activity. There never really
signposted routes, recommended circuits and hiring possibilities. The railway provides a steam
have been big hotels, perhaps for this reason. There were ideas and projects to create larger
train, ran by volunteers and the last remaining section of a military railway network from the First
hotels but permits were a problem, linked to the need to protect the eco-tourism label. The fear for
World War. Horse riding is popular, while the ecological richness of the area especially attracts
flooding does not allow building close to the shore, which was a problem to build bigger hotels.
birdwatchers to the bay and in particular to the Parc du Marquenterre. Fishing and exploring the
There is one project that concentrates on Thalasso and spa, but there is no news concerning
bay by boat are main tourist activities as well. Although Saint Valery-sur-Somme is popular as a
the exact opening. The campsites were originally for people on a low budget, not offering high
destination, offering a long waterside boardwalk and marina and an upper town of medieval
standards but their quality levels have improved; ‘more and more campsites are three and four
architecture, Le Crotoy has one attractive asset; a south-facing beach, which is rather unusual
stars now’. The amount of campsites is enough, although there are desires to have some more in
for destinations in northern France. Cayeux-Sur-Mer has a long beachside boardwalk, housing
the hinterland. People want to stay close to the coast, while thoughts are there is also a certain
400 beach huts and a casino. Kiteboarding lessons can be booked, but excursions to enjoy the
kind of people who would like to be in more quiet places, about ten to fifteen kilometres from the
coast. People own second houses, holiday homes, at the coasts surrounding the bay, resulting in
the fact that sometimes places are not vibrant as people only come for a short break and return
home to work straight after.
Many people do come to Baie de Somme for the birds and its nature. The Marquenterre
park was realized in 1973 and kick started the development of Baie de Somme as a tourism
destination. The nature park and the bird festival received attention from the press and because
of contacts, the news was spread out and the destination became well-known. Besides nature,
history also plays a role in attracting tourists. In Saint Valery, the ‘Fêtes Guillaume’ for example
celebrates William the Conqueror, representing a connection to Rye across the Channel.
Expert 2 believes the variety of landscape is the interesting asset of the bay, with the cliffs, the
sandy beaches and the bay itself.
It may be the case that not all aspects of the tourism product are completely perfect, but there is
at least a shared mind-set concerning the destination’s direction. The natural resources, flora and
fauna, are special and unique. The birds but also the seals contribute to visitor attractiveness.
The fact that everything is in close reach, people could bike but also take the tourist train around
the bay. Concerning quality of the accommodation, campsites for instance have improved
significantly. What first used to be fields to house caravans, they now seem more like resorts
including food and beverage options and a swimming pool. The amount of campsites is not well
A family on a boat trip in the bay
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balanced against the available hotel beds in the region.
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to promote its south-facing beach. Due to its location at the northern site, the city and its beach
catches more sunshine than at the other side. The nature and birds park is located up north from
Le Crotoy while the stunning cliffs could be seen when looking south at Cayeux sur Mer. History
but especially nature are the bays key strengths; it offers different landscapes and activities that
serve different people with different interests. Experiences and short stays are central in targeting.
The ‘Festival de l’Oseau et de la Nature’ exists for many years and seems to be very important in
tourism promotion and revenues. The bay is absolutely a beautiful destination.
Branding
The bay does have its own visitor landing page, allowing tourists to discover and find information
concerning the Baie de Somme. Key figures are shared and an interactive map allows for easy
digital exploring. Information on particular landscapes is extensive. The landscape and its birds
appear in the destination’s logo as well. A different website than www.baiedesomme.fr is
www.visit-somme.com, which seems to be more related to tourism development while it does
also serve as a promotional tool. The slogan is ‘meet nature, meet people’. Expert 2 agrees
branding is basically focused using the Grand Site label and the natural resources. In this way,
the destination is being marketed as being an eco-tourism destination.
The bay during low tide
From own observations, it became clear why the bay itself is one of the ‘Grand Sites de
Performed studies showed people were not exactly clear of the tourist offer in the region. There
France’, meaning a guarantee of site conservation and management that follows sustainable
seemed to be a lack of awareness and promotion of the destination. Important to note is that
development. These principles combine landscape and atmosphere preservation, a welcomed
the overall perception of Picardy, the official regional name, by visitors is much more positive
visitor experience and participating inhabitants and partners. Besides being labelled as a
than the actors realized. Expert 1 sees cooperation as a certain challenge as ‘people sometimes
‘Grand Site’, the bay is member of the ‘Most Beautiful Bays of the World Club’, causing high
don’t get along’. This is true for the fact that two opposite villages of the bay, Le Crotoy and St.
expectations concerning the destination. When exploring and observing the bay, a visit was
Valery-sur-Somme together with Cayeux-sur-Mer do not promote the bay together. They have their
paid to the house of the Somme, or ‘Maison de la Baie de Somme’. The house did what it
own materials and channels. Zooming in on the bird festival, ‘we have to talk a long time before
promised; it let one see, hear and understand the Bay. Although a tour to see the seals and a
we can get what we want’, as villages could be jealous on the exhibitions organized at other
boat excursion on the Somme were guided in French, information at the house of the bay and
villages.
its birds was available in English as well. In the nature and birds park ‘Le Parc du Marquenterre’
Expert 1 believes it is a big problem there is no clear coordination in tourism development.
information was widely available in various languages, including Dutch. Discovering the seaside
Different projects are being executed and supervised by different authorities on different scales;
villages of Cayeux sur Mer, St. Valery sur Somme, Le Crotoy and Quend Plage was interesting.
local, regional and provincial. ‘All these territories have to work together, but sometimes one
The south side is much different from the north side and St. Valery is in many things the opposite
wants to do something and the other says no, I want to do that or… That’s difficult for all those
of Le Crotoy.
people to work together: it’s typical French.’ Having less authorities could work but instead, there
There are plenty of hospitable places as hotels, small bed and breakfasts, restaurants and shops.
are more and more, making it also a political problem. People working in tourism are not always
The physical appearance could be improved but there is certainly enough to do and to see for
as interested in the destination’s vision and direction as they might should be.
several days of spending precious time. Saint Valery does not have a nice and sandy beach but
Another challenge lies in attracting more people to typical bars in the region. The entrepreneurs
does have a charming medieval part whereas Le Crotoy, besides a few historical sites, is able
of these bars are on a tight budget so when telling them to do things, they sometimes want to do
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those things, but they don’t have the money to do so. If fifteen bars will be receiving the label
5 Reinvention insights across Northern Europe
‘Bistrot de Pays’, it would be a success. Laws on alcohol consumption and smoking are not in
favour of many existing bars right now, causing pressure on their already limited budgets. Just
as bars, hotels are not very innovative compared to campsites and bed and breakfasts that are
The general research question is answered below by sharing the insights that give answer to the
perceived to be at least more innovative. The reason might be related to gender; campsites are
sub research question as structured per paragraph. It could be said that on a general level, the
mainly owned by women and they are higher educated, hotel owners are managers trained by
visited destinations share a lot of general similarities while different in many details. Innovations in
technical schools at a lower level and lacking innovation skills. Campsites work more with tour
the coastal tourism products are perceived to be necessary and in place faced with challenging
operators, are active on social media and have improved pools and other facilities. A different
processes in all visited destinations.
project is in progress for already ten years; a booking site for all year long possibilities to book
walks in the Baie de Somme. It is not realized yet because some people believe it is not the task
of the specific organization to fulfil it and therefore are more resistant; hierarchy plays a role.
5.1 Sharing historical developments
Expert 2 mentions that role models are of importance as well; when one perceived to be leading
company chose to team up with the destination promotion organization, it did not take long
Looking at the insights gathered concerning the historical development of the destinations visited,
for others to join. Different organizations have different initiatives that could innovate tourism.
a variety of similarities and differences come forward. Most of the resorts visited indeed started
Working together remains a challenge and requires efforts while being cautioned that forcing
to become interesting for purposes related to medicinal believes, curing diseases and artistic
and pushing entrepreneurs to do something new or collaborative will not work. Strategies need to
advantages. Therewith, several seaside destinations started to attract tourists around the end of
be supported and shared by the tourism businesses that are active within the region.
the 19th century to the beginning of the 20th century. Original industries in the destinations were
closely related to maritime elements as ship building and fishing, whilst smuggling in Rye also
proved to be an important activity. Besides the maritime functions, more visitors became interested
in visiting the seaside to experience health and experience with bathing. Although there are signs
of the upper classes first moving to the coasts, the insights offered are not reflecting clear shifts
from one class to the other. They do offer the notion of rapid increases in visitor streams once
the destinations became more popular halfway the 20th century. The destinations in Sweden,
Norway and France seemed to have developed as true seaside leisure resorts several decades
later than destinations in the Netherlands, Germany, Denmark, the United Kingdom and Ireland.
Still, both Sankt Peter Ording and Baie de Somme as Landskrona many decades later, an
improve in the accessibility by rail resulted in an increase of visitors. Access remains an important
factor related to visitors increase, also indicated from insights collected at the different islands that
together make coastal Zeeland.
Demand kept on increasing during the sixties, following economic growth and an increase
in leisure time. Shifts from medicinal use to leisure purposes became evident while resorts did
became more known for their wellbeing advantages. In general, developments as illustrated
so far are matching characteristics as outlined in the literature review. However, insights are
not offering those clear reasons as for example suggested by Urry (2002), Knowles and Curtis
(1999) and Hjalager (2002). Perceptions concerning visitors losing interest in the coastal tourism
product during the eighties and the shift from European, often domestic, visitors to destinations
located further away, often more Southern, are shared in several destinations. In the meantime,
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original industries as shipping and fishing increasingly witnessed struggles in economic survival.
formulation. It is shared that what could and should be good for citizens is also good for visitors
Destination images were affected (Smith, 2004), as shared by some gathered insights. Tourism,
and the other way around. Seasonality is another definite point of attention as destinations visited
although not that clearly coming forward, had and to some extent still seems to have problems
are witnessing strong fluctuations in visitor numbers over the year. Resulting are traffic congestion
in being considered as a serious economy. Concerning the identification of the maturity stage,
problems in high season in some destinations and sleepy resorts during winter periods in general.
showing the relevance of the TALC model (Baidal et al., 2013), it could be argued that although
In addition to quality of for example accommodation, attention in strategy formulation is also paid
the visited destinations differ in having similar decades related to specific stages, their insights still
to the actual offerings of tourist activities.
share some notion of exploration, rapid development, stabilization and decline.
Destinations could be occupied by finding new ways of reinventing themselves and could
In answering the research question as to how the historical development resorts could be
use three approaches to seaside renaissance (Smith, 2004). The shown strategy descriptions
characterized, it could be argued that the insights provided show similarities at a general level
of the destinations are generally especially related to seaside reinvention. Strategies mostly
of abstraction and differences when looking at the details. The differences are mostly related to
encompass product innovation, with a strong focus on general quality, the development of new
specific decades and details as accommodation preferences and origin of visitors, e.g. domestic
visitor attractions, especially a variety of activities to experience, and rebranding by searching
versus international as well as upper classes versus middle classes. At a rather general level, it
for and making use of a distinctive destination identity and image enhancements. Despite the
could be said insights do offer evidence of exploration, rapid increases and stabilization as well
fact businesses could cut prices, as are evident in campsite accommodation offers in Zeeland
as decline, but also similarities are shown in how original economies relate to maritime culture.
for example and as indicated by Kozak and Martin (2012), strategy formulation itself seems to
Tourism increasingly became an important economy in all destinations, and with losing market
completely ignore the possibility of becoming a low budget holiday destination, which actually
share in relation to the global tourism market, strategies concentrate on attracting and keeping a
might work. Prices are of concern in Denmark and Norway, with a difference in high consumer
higher number of visitors, once again.
prices in Norway due to the position of the Norwegian Crown on the currency market versus
a perceived low value for money in Denmark. Still, it seems not that desired to cut prices as the
5.2 Strategies and policies today
emphasis is on improving the coastal tourism product in basically all its aspects.
Results show that there is some sort of pride concerning the actual physical destination, in terms
of natural assets and cultural interests. The activities offered and visitor infrastructure could be
As highlighted in the literature review, several strategies aimed at regaining a fair share of
improved, as believed by the inquired sources. In many respects, there is a certain call for a
visitors could be combined. Long term development to counteract decline could focus on
more professional industry. Trainings for entrepreneurs and raising awareness amongst residents
enhancement of service quality and diversification of the coastal tourism product. Repositioning of
should allow increases in service and hospitality levels. Concerning the offered activities, the term
or specialization within a certain seaside resort could also be suitable strategies to attract more
‘experiences’ is often mentioned and is believed to be a necessity in attracting and satisfying
tourists, while there could be a range of various alternative developments considered (Bull, 2002,
tourists. In Norway, the focus is on creating tourist loyalty by offering WOW experiences,
in Smith, 2004). In all visited destinations, the impression is conveyed that stakeholders are
whereas the complete experience is as strong as the weakest link in the tourist value chain. In
actively auditing their destinations. The quality of offered products are being contested, especially
France, submerging tourists in the unique natural settings of the bay should result in meaningful
when it comes to accommodation possibilities. New visions are being created, using results from
experiences, for a large part including edutainment offered by the many organized excursions.
auditing. The auditing process however, is being executed using different approaches, levels and
Training guides and improving the level of English of them and the local entrepreneurs should
extensiveness, possibly relating to allocated resources as time and money.
contribute positively to this experience. More examples related to strategies formulated and desired
It clearly shows all destinations are seriously considering a variety of strategic options. The
around offering satisfying experiences are to be found within basically each visited destination.
available funding has a strong influence on the auditing procedures and the weighting of specific
The description of the strategies and their foci indeed concentrate on reinventing the destination.
options. Strategies and the topics to concentrate on are formulated mostly formulated by public
There simple seems not to be enough funding possibilities to regenerate and revitalize (Smith,
authorities. These authorities, nevertheless, receive input from a range of stakeholders. Surveying
2004). Instead, destinations are looking at what they have already and enhance and improve
visitors as in Denmark, having annual meetings with entrepreneurs in Germany and organizing
wherever possible. The descriptions provided also follow Kozak and Martin’s (2012) alternative
smaller workshops with the local community in Ireland are several examples that shape strategy
to cut prices, namely to create new reasons and exciting offers to stimulate and lure tourists to
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visit the destination. Garay and Canoves (2011) explain actions of private local stakeholders
auditing the quality of the tourism products, planning and executing matching strategic options
or public administrations are needed to re-orientate tourism in order to avoid (a further) decline.
are overlapping and interwoven per destination. Strategies are basically formulated by public
It has often been argued by the interviewed experts that most tourism businesses are small and
authorities, whilst often in cooperation with other stakeholders. Descriptions closely represent
lack the drive, skills or resources to innovate, making strategic development a challenge as
strategic options involved with reinventing the destination in terms of improving product qualities
innovation is basically said to be needed in each visited destination in some way. In this way, it
and looking for a distinctive destination identity, followed by enhancing the image through for
is close to the challenges for distinctive coastal enterprises as shared by Browne (2010), namely
example training and branding. Branding is more effective if the product itself is of satisfactory
entrepreneurial skills, recruitment and seasonality besides the location and lack of critical masses;
quality. Quality improvement closely relates to product development, making it a prerequisite
these latter two did not became evident from expert perceptions. As Saraniemi and Kylanen
for satisfying the changing demands of tourists and insuring long-term profitability of the industry
(2011) implied earlier, the success of destinations lies in the competitive process enabling
(Smith, 1994). The urge of strategic development and innovation necessary to reinvent could be
consumers to immerse themselves into and find elements that they seek in (re)presenting and (re)
derived from the perceptions of the actual coastal tourism product’s quality within the destinations.
producing their fragmented identities. Having found a distinctive identity in your destination could
be an important step to meet these consumer demands.
The strategic formulation, description and execution of the southern region in Norway seems to
have find a way that enables this search of the consumer, combining it with the consumer sharing
experiences and used to stimulate product, business and regional development altogether.
Their project concentrates on creating loyalty by first offering WOW experiences, followed by
having the tourists do the actual marketing themselves by word-to-mouth and online reviews using
Tripadvisor. Their holistic approach shows tourism entrepreneurs were first perhaps somewhat
resilient but are now interested to get and stay involved. It has to be said that due to the coastal
tourism product and its market in Norway being slightly different than other visited destinations,
they do not have the exact similar challenges. The economic crisis is believed not to have such
a significant influence, as southern Norway during summer periods has always been labelled as
a destination for people with higher disposable income and relying mostly on domestic visitors.
Due to the strong position of the currency, holidays in other European countries were always
more affordable than in the south of Norway. Still, their innovative approach looks promising and
might be of use in other destinations. Execution of this but other shared strategies require a lot of
initiative and action of the tourism businesses themselves. Funding could do a lot but with public
Bird watching in Parc du Marquenterre, Baie de Somme
governments not having large amounts of financial resources available, strategy coordination is
possible but actual execution has to be done by the private sector. Gale (2007) indicates that
resorts could be differentiated by the success of responses to decline. Innovative approaches
5.3 The actual coastal tourism product
to tourism product, business and regional development seems key, in which professionalization
and a change of mind-set, i.e. shifting from thinking of ‘benefits to my business’ to ‘benefits to the
The tourist product is complex. It is heterogeneous, combining elements separated in time and in
destination and therewith to my business’, are of major concern.
space (Aldebert et al., 2011). They are often packaged in interrelated products and services,
In responding to the research question as to how strategies and their foci are formulated,
must ideally meet the customer demands, be cost-efficient and are based on the resources a
described and executed, a few sentences will not give a complete answer. As Smith (2004)
destination has, either naturally or culturally (Smith, 1994). Combining market demand with
explained earlier, a reinvention of the image, identity and branding can only be achieved when
actual offerings and their quality, while using the model consisting of concentric circles to explain
quality products are offered. It is for this reason various and continuous processes related to
the tourist product allows for a certain structure in discussion. The physical plant of a destination
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in general mostly shared as attracting core is the beachfront, while the architecture of the villages
are welcomed in the visited destinations. Hospitality and service are generally believed to be
could play a positive role in addition. Zooming in on business levels, the physical appearance
sufficient, although improvements in these are also definitely possible. Quality products allow for
of especially accommodation results in perceptions often concerned with a serious need of
more efficient branding, but how do they brand themselves at this moment?
improvement. Not all accommodations, and also not limited to accommodations but also certain
buildings housing retail and restaurants could be adapted to become more appealing. It is not
said everything has to appear modern, but it surely should offer value for money. The service in
place seems to work, although insights bring forward a desire for warmer hospitality in some
destinations. Analysing the various possibilities for tourists to choose from using desk research,
expert opinions and researcher observations, results in stating that actually, a lot of tourist
activities concentrate on the similar aspects and basically all have a, relatively limited, invitation
for true involvement.
Being described in Sweden as ‘soft adventure’, activities surrounding the seafront as hiking,
cycling, sailing, surfing, bathing, canoeing, rowing et cetera are possible to do in basically
each visited destination. Of course, these activities make use of the natural resources of the coast
and therefore make sense. Other activities as for example fine-dining, shopping or drinking are
not shared as possible activities that should attract visitors, although partying is still doubtfully
linked to the image of Zeeland’s seaside resort Renesse. In each destination, there are certain
events organized that should stimulate visits and allow for a more immersive experience. The
Hospitality experience in Sankt Peter Ording
kiteboarding world cup event in Sankt Peter Ording and the bird and nature festival at the Baie
de Somme are examples of events capable of attracting many visitors to the destinations and to
fully experience it. The regular activities offered are perceived to be limited in experiential design.
5.4 Branding the seaside
There are hints of educational aspects to be found within certain activities in certain destinations,
as museum visits and excursions, and activities do offer more than only amusement to be
Discussed in the literature review, branding becomes vital due to the development of e-commerce,
experienced from a distance. Still, there is believed to be more room to involve for example all
social media and technological possibilities (Ali-Knight, 2010). Looking at how destinations are
senses and theme various activities more clearly. In that way, the destinations could serve better
branding themselves, it is obvious the core of the tourism product, the physical plant, is used
as a stage on which the tourism businesses are the actors (Weiermair, 2004).
most extensively in image creation; the beachfront and the villages themselves. It makes sense
Perhaps the best word that could possibly answer the research question, of how contemporary
the destinations do not promote an extreme level of hospitality and service, or the most unique
product-market combinations and their qualities are perceived, is ‘limited’. Limited in terms
and positively imprinted unforgettable experiences. It makes sense, since these aspects offer
of not meeting its full potential in each destination yet, but also limited in the variety across
room for improvement, as discussed in the perceptions of the contemporary product. It are these
destinations. Limited in the design of the offered experiences, therefore not fully involve the
that are actually the focus of strategic development, as explained in the resorts’ strategies and
visitors and submerge them to the extent as possible. Limited also in perceived level of service,
policies paragraph. Strategies do emphasize branding as promotional necessity besides product
hospitality and quality of the general coastal tourism product. Limited is something else than
development. Promoting in this is perceived to be just as important while the chronological link
poor: the coastal tourism product offered within each destination is certainly capable of satisfying
of first having a quality product in place has not directly been mentioned. Instead of focusing on
visitors. Yet, perceptions are the coastal tourism product needs to be improved in order to make
its actual products in terms of accommodations, facilities and activities, destinations visited are
existing visitors come back and lure potential visitors to the destinations. Quality improvements
mostly focusing on spreading the feeling of being at the coast. Words and images related to
in accommodation seems to be a logical outcome when judging the average contemporary
freedom and healthy lifestyles are frequently shared when visiting the tourist information portals on
quality. Adding a variety and amount of activities capable of delivering improved experiences
the Internet.
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Generally speaking, the destinations are doing their job in line of what Saraniemi and Kylanen
poled food and beverage facilities in northern Germany. Generally speaking, several destinations
(2011) argued earlier; that branding is not about managerial choices in using the right
still rely on one way streams of information, basically flowing from the tourist information centres
techniques, rather it is understanding the markets in their symbolic, discursive and process-related
to the visitors. The strategic project in Norway differs from this by including the visitors themselves
nature. The search for the identity of a destination as put in place in some destinations could
in branding. In Zeeland, there are also traces of these efforts, by using pictures and videos of
result in specific images and words believed to be authentic for the specific destination. Branding
tourists, but not in terms of actual recommendations on Tripadvisor as is an important strategic
strategies use these insights for logos, slogans and design styles of promotional materials. An
indicator in Norway. When visitors are attracted by the created image to the destination, and
important aspect to mention is that branding seems to take place at different levels in many
are actually on site, they could use applications and inspiration points for example that provides
destinations. Locally, branding efforts are often limited to tourist information pages while at a
them with information, although not many of the visited destinations have effective IT solutions in
regional level, more attention is paid to holistic design that also offers more interactivity with
place already for information providence onsite, yet. Marketing in these destinations is not limited
the visitors. Examples of this are the websites that brand the North Sea regions in Germany,
to sole business activity of companies, but include efforts of branding a destination as a whole to
including Sankt Peter Ording, versus the official Sankt Peter Ording site, although they both
remain competitive and maintain its position in the tourism industry (Ali-Knight, 2010). Either way,
function properly. It becomes even more evident in comparing the visitor website portals of
cooperation in promotion as well as in product development is not without any challenges.
Camber Sands, Rye, Rye Bay and their regional promotion partner 1066 Country.
In terms of the how in destination branding, to answer the research question, it could briefly be
said that most destinations still care for internet portals, either locally, regionally or both, that offer
5.5 Destination innovation challenges
information with categorized texts and images. Videos are integrated in some resort portals but
seem not to be a logical feature to expect yet. The logos and slogans, if available, hint especially
Renewals in the coastal tourism product of the destinations visited are perceived to be true
at the destination’s nature, as the waves of the sea, or sometimes also cultural features, as the
challenges and their processes extremely complicated. The interviews did prove different actors
have different understandings of what innovation really is (Hjalager, 2010). Some believe that
innovation must be state of the art and perhaps even unknown in the tourism industry or even in
the world, whereas others argue innovations could be and actually are small improvements in the
coastal tourism product, either perceived by the people working with it or the tourists experiencing
it. It could then be new for the nation, the region, the resort, but also the business itself. On
purpose, there were no definitions of innovations given during the interviews, supported by the
idea there is not a useful working definition anyway (Mei et al., 2012) and it is increasingly being
used more as a buzzword. In this way, the interviewees could share different understandings
amongst themselves, but also between them and for example the tourism entrepreneurs being
active in their destinations. Regardless the meaning given to the word which is in line with the
essential idea of creating change by introducing new things or methods, all experts generally
agreed on the need to innovate as a business, a destination and even as an industry.
The willingness of change is important, as well as organized innovations (Camíson & MonfortMir, 2012), however these two aspects also make it so difficult, judging from the shared
insights. The drive to innovate seems to be a complex aspect to achieve amongst entrepreneurs,
regardless the categories of innovation outcomes as outlined by Hjalager (2010). The need
and ideas for innovations are shared by the experts, but to really start making a difference, the
mind-sets of many actors in especially the private sector should change, or so it seems from the
A sense of freedom at the beach, Hvide Sande
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gathered insights. Collaboration between entrepreneurs and between entrepreneurs and the
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public authorities are a true necessity in order to innovate the tourism product. Perceptions shared
mostly indicate that working together is not easy for entrepreneurs as they could have a lack of
6 Practice theory:
a promising approach to study tourism innovations?
time and vision. The lack of vision might be a result in a lack of skills and knowledge related to
the benefits of working together and arguing that one tourism business is dependent on other
businesses and features of the tourism value chain connected to the destination. In the visited
Cámison & Monfort-Mir (2012) believe innovation has been spotlighted as a crucial emerging
destinations where it was explained tourism entrepreneurs missing the drive to innovate, access
force for the competitive position of tourism destinations and companies. Studies on tourism
to knowledge was available by trainings, industry meetings and the possibility for individual
innovation are scattered and fragmented, while different foci can be distinguished. Some studies
meetings organized by the public sector.
are analysing economic dimensions, others emphasize the role of entrepreneurship and others
Discussed earlier, and referring to Strobl and Peters (2013), besides access to knowledge,
focus on the determinants of dynamic change (Paget et al., 2010). Research in innovation
having actors placed in networks is said to open up opportunities, influenced by the strength
processes within the tourism industry is relatively young and therewith scarce. Hjalager (2010:7)
of ties. The frequency of contact and trust are important factors. Building trust requires time as
argues ‘there is very limited empirical knowledge about the effects of innovation action in
personal meetings are preferred over for example exchanging e-mails. Good relationships are
tourism enterprises and on tourism destinations.’ A practice approach could contribute to this
also needed to share knowledge so necessary for creating a competitive advantage (Shaw &
need for more empirical knowledge. In social constructivism, the individual action is the basis
Williams, 2009). To coordinate networks and to get entrepreneurs involved does take time of
for social structures. It is the best antidote to technological determinism, since it sees change
the people taking the lead. Often, these are public figures concerned with tourism development
in organizations as normal instead of a revolutionary moment (Weiss & Domingo, 2010).
locally and/or regionally. Having so many businesses reflecting parts of the value chain and
Innovation could then be de-dramatized and understood as a process which is embedded in
characterized by small businesses, it is hard or even impossible to allocate time to conduct
communities’ everyday practices instead of an outcome. Now, the network of attitudes and
efficient meetings. Both public authorities as the entrepreneurs concerned cannot find this time or
strategies that might conflict, negotiations and knowledge exchanges that shape innovation
do not see the urge. Their relatively pressured cash flows due to the economic crisis and the low
processes become the research focus, in opposite of the new artefact or product itself (Weiss
profit margins as known in the tourism industry relates the lack of time to a lack of capital. Having
& Domingo, 2010). In this way, research on innovation ‘may be able to trace failure and not
more capital available, people could be hired for example, enabling the entrepreneur to engage
only success, to explain diversity as well as homogeneity of practices and technical solutions
in networks that could stimulate innovations.
for similar needs, and to empower the industry to make strategic decisions on its organizational
Leading figures seem to be a true necessary asset in network creation and maintaining and
approach to innovation’ (Weiss and Domingo, 2010:1169).
innovation stimulation. Getting people to be interested in novel ideas contribute to the innovation
Innovations are not episodic for many enterprises and groups of enterprises. They are
process and final realization, according to the experts asked on this particular item. It seems to
continues and never-ending whereas its processes create snowball effects. Besides quantitative
agree on the notion of Akrich et al. (2002) that an object is more likely to succeed when being
approaches, qualitative are also indispensable for research on tourism innovation. These
capable of interesting an increasing amount of other actors. One aspect of consideration is
approaches are able to grasp the richness of local or regional innovation systems. Treating
whether having a leading figure or network coordination from the private sector is advisable.
innovation in practice as a process of linking new and existing elements is valuable (Shove,
True, they know the industry and are probably known to networking otherwise they would
Pantzar & Watson, 2012). Such a method could reveal when practices emerge and become
not have that position in first place. Still, conflicts of interest are something to look out for as it
real while it also offers the possibility to constantly monitor aspects of continuity and change.
could be the case the leading figure eventually stimulates innovation to benefit especially the
Treating innovation in practice reflects what Nicolini (2009) sees as the most visible and
business he runs, instead of being beneficial to a destination in general. The gathered portraits of
intriguing recent developments in organization studies. According to him, scholars pay
innovation show complexities that are common across all visited resorts.
increasingly more interest in detailed understandings of real-time practices in the workplace
as well as relations between activities and the organizing process. In this sense, it parallels a
The process is complicated and research on innovation processes is still poor. It is for this reason
generalized renewed interest in practice in social science.
further recommendations are calling for research on this aspect. Practice theory could be a
Shove and Pantzar (2005) comment that although writers like Bourdieu, de Certeau and Giddens
promising approach to this.
use the term ‘practice’ in various ways, they are alike in the emphasis on routines, shared
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habits, technique and competence. Theorists can differ in detail but the ambition to overcome
problems there are in production and reproduction and how these may be solved. Answers to
social theory’s ancient dualism is shared (Whittington, 2006). Schatzki (2005, in Whittington,
these could perhaps foster future tourism innovation projects.
2006) characterizes this dualism as individualists attributing too much to the individual human
actor whilst neglecting macro phenomena, whereas societists are forgetting the micro and are
over-impressed by large social factors. Practice theorists include both the efforts of individual
actors and working of the social (Whittington, 2006). There are three core themes for practice
theory; society, individuality and the actors on which activity depends. Society since practice
theorists are concerned with how social fields or systems define the practices that guide and
enable human activity. In this, practices are shared understandings, cultural rules, languages and
procedures; actors are essential parts of the social. Individuality is a core theme since practice
theorists keep on focusing on people’s actual activity in practice. Close anthropological attention
is required because it is important to understand how something is done instead of what is done.
The third theme concerning the actors and their activities entails the idea that actors are not seen
as robots but as clever and creative interpreters of practice. People count, for practice theory,
as their practical skills make a difference. These three themes are interrelated parts of a whole
(Whittington, 2006).
Innovation, in essence, can be seen as the process of creating change, in which the concept
simply is the introduction of new things or methods (Steele, 1975 in Mei et al., 2012). Pantzar
and Shove (2010) believe innovation in practice is a matter of making and breaking links
between elements. They define innovation in practice as a new combination of materials,
meanings and competences. It can be demonstrated how these different elements come together
and how new associations are being made. Using an integrative interpretation of practice
allowed Pantzar and Shove to describe and characterize the involved processes. Recruiting
and network building is performed by the practice itself as a performance and as a provisional
but recognizable entity. Innovation should then not be seen as an outcome of managerial
intervention, since their observations supported a more evolutionary interpretation in the sense that
it acknowledges “the varied contributions many actors and histories make to what is, as a result,
an inherently uncontrollable process” (Pantzar & Shove, 2010:459). Accidental encounters are
therefore important to be recognized as well as how one innovation in practice has implications
for others. Pantzar and Shove (2010) emphasize that circuits and cycles of interdependency
have powerful but unpredictable effects that could sometimes lead to stabilization and growth,
but also to destabilization and decay. To move beyond the description of how links are made
and which processes are involved with new practices to a more comprehensive account, it is
needed to show how materials, images and forms of know-how change through their integration
as well as how new relations between practices are resulting (Pantzar & Shove, 2010).
Coastal tourism innovation processes seem to be not that easy. By closely studying its social
practices, it could become clear how new practices are emerging, existing or dying, which
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Acknowledgements
Baidal, J. A., Sánchez, I., & Rebollo, J. F. (2013). The evolution of mass tourism destinations: New approaches
beyond deterministic models in Benidorm (Spain). Tourism Management, 34(0), 184-195.
Throughout the entire process of conducting this research and its report, the researcher has
been assisted by a variety of students (HZ University of Applied Sciences, BBA program Vitality
& Tourism Management). Thank you Alisa Spahic, Astrid Klapetz, Jessica Rongen, Martynas
Salkauskas, Monika Vezbergaite, Roxy La Soe and Yunus Güngördü for your great and helpful
assistance!
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About the author
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Timo Derriks is currently a lecturer and researcher of the HZ University of Applied Sciences,
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98
99
Seaside resorts in Northern Europe have faced managerial challenges due to a declining
or stagnating number of visitors. Competition from sunnier destinations overseas, a lack of
investment, pollution of natural resources, diminishing retail centres and insufficient marketing
caused economic and social problems as tourism declined and image was negatively
affected. Up to this moment there are no clear insights in the similarities and differences
of coastal tourism destination development in Northern Europe. Eight destinations in eight
North European countries are discussed in terms of similarities and differences in historical
development, actual strategies, perceptions of the contemporary tourism product, destination
branding and challenges related to innovation. Combining interviews held with local
and regional key tourism development agents with observations and desk research offers
interesting insights. Destination strategies focus mostly on tourism reinvention, explained by
creating distinctive place identities, enhancing the image and innovating the tourism product.
Nevertheless, related innovation processes seem to be extremely complex.
Research Centre for Coastal Tourism
NHTV HZ University of Applied Sciences
internationaal hoger onderwijs Breda Postbus 364
Postbus 3917
4380 AJ Vlissingen
4800 DX Breda
T (0118) 489 850
E [email protected]
E [email protected]
www.kenniscentrumtoerisme.nlwww.kenniscentrumtoerisme.nl

Reinventing the seaside?

Transcription

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