Nytt forskningsprosjekt: Naturbasert turisme og dens plass i den nye bioøkonomien

Transkript

1 Jan Vidar Haukeland, NMBU Nytt forskningsprosjekt: Naturbasert turisme og dens plass i den nye bioøkonomien Friluftsrådenes Landsforbund, Quality Airport Hotel Gardermoen,12. februar

2 Min bakgrunn: Mag. Art. i sosiologi fra UiO (1979) 1980 dd: Transportøkonomisk institutt (TØI) Reiselivsforskning : Stipendiat ved INA/ NMBU 2012 dd: Førsteamanuensis II ved INA/ NMBU, Masterprogrammet i Naturbasert reiseliv Prosjekter fra senere år: SUSTOUR: Bærekraftig reiselivsutvikling i nasjonalparker PROTOUR: Forvaltningsmessige utfordringer knyttet til reiseliv i nasjonalparker Kartlegging av naturbaserte reiselivsbedrifter i Norge Besøksundersøkelse/ besøksforvaltning i UNESCO verdensarvområdet Vestnorsk fjordlandskap (Nærøyfjorden og Geiranger) : Redaktør Scandinavian Journal of Hospitality and Tourism 2 Reiselivsutvikling i verneområder

3 Master i Naturbasert reiseliv, INA/ NMBU 2-årig stadium der naturopplevelser står sentralt: handler om folks fritid/ ferieliv, næringsvirksomhet og naturforvaltning Tverrfaglighet Reiseliv Naturforvaltning Økonomi Entreprenørskap Arealplanlegging Sosiologi Valgfrihet, utferder, nær kontakt med næring og forvaltning Muligheter for masteroppgaver i tilknytning til forskningsprosjekter (BIOTOUR) 3

4 Definisjon av naturbasert reiseliv: Naturturism omfattar människors aktiviteter när de vistas i naturområden utanför sin vanliga omgivning. Naturturistnäringen är ett samlingsbegrepp som utgörs av summan av de verksamheter i olika branscher som är riktade till och konsumeras av naturturister. Kilde: Fredman, Wall Reinius & Lundberg,

5 Det naturbaserte reiselivet som system (Fra Fredman & Tyrviainen 2010) Eksterne faktorer : Økonomisk/ teknologisk utvikling Klima og miljø Demografi (helse/alder) Trender og moter Aktører: Offentlige premissleverandører Forvaltningsinstanser (naturdimensjonen) Regulering og eiendomsstruktur (tilgangsdimensjonen) Støtteordninger og insentiver Reiselivsbedrifter/organsiasjoner Interesseorganisasjoner, lokalbefolkning og andre brukere av naturen 5

6 BIONÆR-programmet i Norges forskningsråd BIONÆRs ansvarsområder er: Jordbruks-, skogbruks- og naturbaserte verdikjeder Sjømat, fra råstoffet tas opp av havet og fram til konsument Tjenester basert på bioressurser (reiseliv, grønn omsorg) Hovedmål: BIONÆR skal utløse forskning og innovasjon for verdiskaping i norske biobaserte næringer 6

7 BIOTOUR From place-based natural resources to value-added experiences: Tourism in the new bio-economy Project description February,

8 Professor Peter Fredman Education Swedish University of Agricultural Sciences, SLU Stockholm University Mid-Sweden University Employments Swedish University of Agricultural Sciences Swedish Environmental Protection Agency Swedish Mountain Safety Board Swedish Tourist Association, STF Mid-Sweden University / ETOUR Norwegian University of Life Sciences, NMBU (since Sept. 1, 2014) Research projects Mountain Recreation Trends Nature-Based Tourism Supply in Sweden Indicators of Outdoor Recreation in the Environmental Objectives Outdoor Recreation in Change (Friluftsliv i förändring) Economic Values of Outdoor Recreation Visitor Monitoring Methods in the Nordic and Baltic Countries. Nature tourism in the Swedish mountain region. Visitors to Fulufjället National Park 8

9 BIOTOUR in brief April 2016 March 2020 Supported by the Norwegian Research Council with 34 mill 22 researchers from five Norwegian and four international universities and institutes Five industry partners Five integrated work packages (WP) and four case study themes Focus on communication and dissemination 9

10 Background Nature-based tourism (NBT) is an increasingly important sector of the Norwegian bio-economy, and the potential for further growth is high Tourism in the outdoors is undergoing significant changes in terms of diversification, globalization, new technology etc. These changes call for better knowledge of resource use, demand structures, product configurations and entrepreneurship The overall hypothesis is that an integrated perspective of the Norwegian nature-based tourism sector (including resource, market and management analyses) will provide a basis for business innovation, community development and sustainable use of natural resources. 10

11 Primary objective Research and disseminate key conditions for future development of nature-based tourism in the Norwegian bio-economy that contribute to business innovation, community resilience and sustainable use of resources 11

12 BIOTOUR Case study themes Case A: The composite adventure experience Case B: The genuine wildlife experience Case C: The pathfinder experience Case D: The event experience WP1: Nature-based tourism in the Norwegian bio-economy a) NBT sector analyses b) Social change and trends c) The NBT servicescape d) Community resilience WP2: Resource and product analyses a) Modelling of risk-of-resource depletion b) Landscape resource analysis WP3: Market analyses a) Integrated products b) Segments WP4: Tourism actors and management a) Motivations and profitability b) Growth potentials c) Management and interaction WP5: Innovative tourism solutions a) Packaged products b) Market communication through ICT solutions c) Knowledge driven entrepreneurships WP6: Outreach and communication WP7: Project administration 12

13 WP1 Nature-based tourism in the Norwegian bio-economy This WP will elaborate tourism s contribution to the Norwegian bio-economy, understood as sustainable transformation of renewable biological resources into industrial products. In this respect, tourism is a double-edged industry, and the research will critically assess its dynamics in the wider environmental, social and economic policies. WP 1 approaches tourism in the Norwegian bioeconomy in four different ways; i. analysis of NTB supply structure, ii. analysis of social change and trends, iii. analysis of the NBT servicescape, iv. community resilience. 13

14 WP2 Resource and product analyses The objective of this WP is to better understand the prerequisites and dynamics of the resource base for NBT. We will focus the analysis on challenges and opportunities in three resource types pertinent to tourism in the bio-economy; i. bio resources natural (i.e. wildlife) and processed resources (local food etc.) ii. cultural resources (landscapes, installations, knowledge) iii. tourism infrastructure WP 2 has two subtasks; 2a will conceptually and statistically model the dynamics of essential ecological resources in a tourism perspective while 2b will apply a landscape resource analysis (LRA) as a way to implement enhanced and more sustainable resource use and development of NBT on the local and regional level. 14

15 WP3 Market analyses The objective of WP 3 is to explore and understand the current and potential demand for NBT products in a Norwegian context. Market segmentation analysis will provide descriptions of main consumer segments, combining experience attribute preferences and willingness-to-pay with socio-economic / demographic characteristics and nature / environmental values / attitudes (psychographics); i. current knowledge on demand for nature-based experiences in Norway will be surveyed, ii. new business data from companies selling NBT products is used to quantify demand, iii. new surveys will be administered with a focus on the four case experiences (A-D), iv. and market segmentations will be applied to identify main segments, their relative preference for experiences and NBT product attributes. 15

16 WP4 Tourism actors and management The objectives of WP4 is to provide new, empirically based knowledge on three topics; i. motivations and profitability among firms in the NBT sector, ii. premises, opportunities and challenges for development and place-based growth, iii. and the basis for successful management through cooperation and interaction between authorities, tourism providers and the local community. 16

17 WP5 Innovative tourism solutions This WP contains three integrated parts based on the hypothesis that value creation in the Norwegian NBT sector will increase through the implementation of; i. smart packaged products, ii. ICT solutions for market communication, iii. and knowledge driven entrepreneurship. The objective is to provide innovative tourism solutions drawing on data and results from the different WP and case studies A through D. 17

18 WP6 Outreach and communication A communication professional will take the responsibility for communication and dissemination in cooperation with the researchers. Dissemination objectives will be reached through a combination of printed, verbal and electronic information. Communication will be managed at three levels; information (to reach most of our target groups and create interest in the program), dialogue (to deepen the basic knowledge among target groups), relations (to reach the highest priority target groups that will be actively involved in research processes). Communication activities include a web-site, newsletter, social media, yearly seminars, a reference group, popular science publications, reports, scientific publications, an edited book or special issue, a popular science publication and a final conference. 18

19 Case study themes «Empirical arena» Project integration Relevance Case A: The composite adventure experience: In this case we will cooperate with companies providing both traditional outdoor-, and emerging adventure experiences in order to conceptualize and design new forms of place-based products. Case B: The genuine wildlife experience: this case includes analysis of wildlife-related tourism supply in terrestrial, marine and fresh water environments as well as products being exclusively private and public goods. Case C: The pathfinder experience: Historical, cultural and contemporary dimensions of trail management will be analyzed to support development in the nature-based tourism sector. This also includes associated items, such as signs, maps, apps and other electronic media. Case D: The event experience: this case will focus on the increased number of events taking place in typical nature-based settings (for example adventure and music festivals, multisport competitions, mountain marathon). 19

20 WP7 Project administration Project leader Deputy project leader Administrator/communicator Reference group WP1 leader WP2 leader WP3 leader WP4 leader WP5 leader 20

21 Norwegian research partners Norwegian University of Life Sciences (NMBU) Peter Fredman, Stian Stensland, Thrond Haugen, Knut-Bjørn Stokke, Morten Clemetsen Centre for Rural Research (CRR) Magnar Forbord, Gro Follo, Reidun Heggem Institute of Transport Economics (TØI) Jan Vidar Haukeland, Petter Dybedal, Knut Veisten Norwegian Institute for Nature Research (NINA) Øystein Aas Sogn and Fjordane University College (HiSF) Kristin Løseth 21

22 International partners Mid-Sweden University and the European Tourism Research Institute (ETOUR) in Sweden Natural Resources Institute Finland (LUKE) University of Applied Sciences in Rapperswil, Switzerland (HSR) Oregon State University (OSU) in the USA 22

23 Industry partners NHO Reiseliv (tourism industry organisation) Hanen (rural tourism organisation) Bondelaget (Norwegian Farmers Union) DNT (the Norwegian Trekking Association) Innovasjon Norge (organization for innovation and development of Norwegian industry) 23