INNOVATION AND CREATIVITY: RESPONDING TO MARKET TRENDS ADVENTURE TOURISM CONFERENCE FEBRUARY 2012.
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INNOVATION AND CREATIVITY: RESPONDING TO MARKET TRENDS ADVENTURE TOURISM CONFERENCE FEBRUARY 2012
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Transcript of INNOVATION AND CREATIVITY: RESPONDING TO MARKET TRENDS ADVENTURE TOURISM CONFERENCE FEBRUARY 2012.
INNOVATION AND CREATIVITY:
RESPONDING TO MARKET TRENDS
ADVENTURE TOURISM CONFERENCEFEBRUARY 2012
… the job to be done…growing the value of tourism… helping to make a DESTINATION a great place, to live work and visit…
… creating the environment to grow a sustainable, INNOVATIVE, competitive businesses and destination…
MAIN CONCERN 1:Serial reproduction:Crimes against the consumer
MAIN CONCERN 2:Market segmentation is a load of b-ll---ks… an adventure tourist is just
a tourist!!
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“The Traveller with his heavy load is in need of a friend” – ETHNOGRAPHY OF EXPERIENCE
Damaged Romanticism
Anticipation - engagement - fulfilment - regret
Recharged Optimism
Anticipation - engagement - fulfilment - inspire
Fresh challenges:New opportunities
Radicalism
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UN WORLD TOURISM ORGANISATION: GOBAL INTERNATIONAL ARRIVALS FORECASTS. 2011
UK TOURISM
SLOVENIA
Uber Competitiveness
RYANAIR 2000 11 ROUTES/ RYANAIR 2011 1100 ROUTES
Market-focused and trend led
Experience * Creativity * Discovery * Exploration * Search for the Authentic * Local Food and Drink * Local Culture * Customised * Concierge Services * Activity * Experimentation * Lifestyle * Looking Good * Discerning * Affordable Luxury * Multi-faceted * Mobile * Open to New Ideas * Embedded Generosity * Art * Architecture * Design * Experience
CHALLENGE
CHALLENGE
everything
“Dull is a really crowded market place”
IMPORTANCEOFINNOVATION = TRANSFORMATION
“The industry needs hybrid thinkers and hybrid
solutions.. But this industry is NOT sufficiently innovative and
creative to deliver.”
Claus SendlingerCEO, Design Hotels, 2011
Hybrid Solutions,lifestyle fusion
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“small is the new
BIG”
“small is DO
the new BIG”
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“… evolution or revolution…. ?”
Where do good ideas come from?
Where do good ideas come from?THE ADJACENT POSSIBLE.... WHO ARE YOU SITTING NEXT TO?…………………………………………………………………………………..LIQUID NETWORKS.... POETS, MUSICIANS, ANTHROPOLOGISTS…………………………………………………………………………………..INTUITION AND HUNCH.... COUNTERINTUITIVE, NOTIONAL…………………………………………………………………………………..SERENDIPITY & RISK TAKING.... JUST DO IT…………………………………………………………………………………..EXAPTATION... ACQUIRE FEATURES NOT ORIGINALLY INTENDED…………………………………………………………………………………..HYBRID ... FUSION OF IDEAS FROM DIFFERENT SOURCES…………………………………………………………………………………..
Influencers &Sources of Inspiration
Freeman Tilden(Recreation Planner/ Conservationist)
“Interpreting Our Heritage” (1957)
Awaken Curiosity: “ Awaken people’s curiosity... It is enough to open minds, do not overload them... Put there just a spark but in doing so address the needs of the whole person... For the body, the mind and the spirit.”
Creativity in our approach
“Radicalism is required so that superficial cosiness can be avoided. In its place pin down the problems whose solutions we will create forming the basis of the values for the well-being of man that are genuinely worthy of development”Alvar AaltoArchitect and Designer 1930
Jerry Garcia(Marketeer/Songwriter)
“The Grateful Dead”
“You cannot merely want to be considered just the best of the best. You want to be considered the only ones who do what you do.”
“We drive into the future using only the rear view
mirror.”
Marshall McLuhan
GROUP ONEHow can the adventure tourism ‘industry’ embrace these headline trends in tourism?GROUP TWOSWOT Analysis for Fort William
GROUP THREEInnovation, fusion, hybrid solutions…. So what are the conditions that have to be created to nurture new ideas?GROUP FOURWhat’s missing in OCUK?
