Encyclopedia 26. september 2019 2012 ogledov

Developing tourist products - Linking creativity and research

Katarina KOŠMRLJ MUHA, Faculty of Management, University of Primorska, Slovenia, katarina.muha@fm-kp.si



<insert-authors> (2019). <insert-abstract-title>. AIRTH 2019 Conference: Innovation and Entrepreneurship for Sustainable Success; 2019 Sep 12 - 14; Innsbruck, Austria. Retrieved: <insert-date>, from http://www.airth.global


With skilled consumption and the importance of identity formation rising in the postmodern society, an alternative to conventional tourism has been gaining importance. Traditional models of tourism still work for established destinations, however, a need for a more creative approach in smaller and emerging destinations arises (Richards & Wilson 2006).

In the struggle to get a position on the tourist map, main challenges these destinations face are developing creative products and addressing reproduction. Even though it may seem there are countless innovative products on the market, evidence of the actual level of innovative activities and their impact on economy is scarce (Hjalager 2010). On one hand, it seems impossible to invent something new, to be creative in a field so vast, diverse and well established as tourism. On the other hand, interesting and very creative solutions often don’t work well, since they’re not adopted by the buyers – tourists. Prebensen (2011) suggests including tourist in the process of developing a destination may be of the utmost importance, supported by Komppula’s (2006) findings that intangible elements may overrule the technical and functional elements in the tourist experience.

Two issues that are important in this respect will be addressed in the presentation: (1) managing creativity and innovation and (2) including systematic research to test the potential of ideas. Several techniques and methods for managing the innovation process exist, adaptable to different challenges (Košmrlj, Širok & Likar 2015). Accordingly, several research approaches may be adopted to scan the market and assess the attractiveness of a new or modified product. Three examples of good and bad practice will be presented, focusing on the importance of a systematic and properly managed link of creativity and research for proper, sustainable innovation in tourism products.


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