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Components of a Successful Strategy Execution Process in an Adventure Tourism Destination Therese Lundqvist

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Components of a Successful Strategy Execution Process in an Adventure Tourism Destination Therese Lundqvist Components of a successful strategy execution process in an adventure tourism destination A comparative case study of the adventure tourism destinations Voss and Queenstown Dissertation submitted in part fulfillment of the requirements for the degree of: Master of Science in Management Practice at Dublin Business School Therese Lundqvist Student number: 10210246 Wordcount: 21 948 Master of Science in Management Practice 2016 Declaration: I, Therese Lundqvist , declare that this research is my original work and that it has never been presented to any institution or university for the award of Degree or Diploma. In addition, I have referenced correctly all literature and sources used in this work and this this work is fully compliant with the Dublin Business School’s academic honesty policy. Signed: _____________________________ Date: August 22, 2016 2 Abstract This dissertation investigates the components of a successful strategy process, with focus on execution and implementation in the adventure tourism destinations of Voss in Norway and Queenstown in New Zealand. It provides insights into challenges and success factors of strategic planning, the importance of a local tourism network and how strategy monitoring can provide motivation and engagement from stakeholders. The research is drawn from current the strategy documents and from primary research done by interviewing a small sample of core stakeholders, the tourism operators, in each destination. The findings are then supported with existing tourism literature, and as well business literature to be able to reflect on similar challenges from another perspective. The research adopts a qualitative framework, where in-depth semi-structured interviews are used to gain understanding of the relationship between stakeholders and strategy. It is hoped that the insights can be used for similar destinations undergoing a strategic development and as well as a base for further study on the challenges the complexity of a tourism destination development presents. 3 Table of Contents Chapter One: Introduction to the research! 1.1! Overview of the tourism industry in a global perspective ................................................... 6! 1.2 Trends – adventure tourism ...................................................................................................... 6! 1.3 Challenges with tourism destination management and strategy ............................................ 7! 1.4 Successful adventure tourism destinations ............................................................................... 8! 1.4.1 Queenstown, New Zealand ................................................................................................... 8! 1.4.2 Voss, Norway ........................................................................................................................ 9! 1.5 Aim of research ........................................................................................................................... 9! 1.6 Personal interest in the topic ................................................................................................... 10! Chapter two: Literature review! 2.1 Introduction .............................................................................................................................. 11! 2.2 The strategy process in a business context ............................................................................. 11! 2.3 Strategic implementation and execution in a business context ............................................ 13! 2.4 Tourism management ............................................................................................................... 16! 2.4.1 Tourism networks ................................................................................................................ 16! 2.4.2 Destination management ..................................................................................................... 17! 2.5 Tourism strategy ...................................................................................................................... 18! 2.5.1 Implementation of tourism strategies .................................................................................. 20! 2.5.2 Managing and monitoring ................................................................................................... 20! 2.6 Adventure tourism and successful adventure tourism destinations .................................... 21! 2.6.1 Queenstown, New Zealand ................................................................................................. 21! 2.6.2 Norway – Voss .................................................................................................................... 24! Chapter Three: Research Methodology! 3.1 Introduction .............................................................................................................................. 26! 3.2 Research Design ........................................................................................................................ 26! 3.2.1 Research Philosophy ........................................................................................................... 26! 3.2.2 Research Approach ............................................................................................................. 27! 3.2.3 Research Strategy ................................................................................................................ 28! 3.2.4 Sampling - Selecting Respondents ...................................................................................... 30! 3.3 Data Collection Instruments .................................................................................................... 30! 3.4 Data Analysis Procedures ........................................................................................................ 31! 3.5 Data Access and Research Ethics ............................................................................................ 33! 3.6 Limitations of Methodology ..................................................................................................... 34! 4 Chapter Four: Findings! 4.1 Introduction .............................................................................................................................. 35! 4.2 Context of the findings ............................................................................................................. 35! 4.3 Interview 1: Business 1 Queenstown (appendix 3) ................................................................ 35! 4.4 Interview 2: Business 2 Queenstown (appendix 4) ............................................................. 37! 4.5 Interview 3: Business 3 Queenstown (appendix 5) ................................................................ 39! 4.6 Interview 4: Business 1, Tourism office Voss (appendix 6) .................................................. 41! 4.7 Interview 5: Business 2 Voss, (appendix 7) .......................................................................... 42! 4.8 Interview 6: Business no 3 Voss (appendix 8) ........................................................................ 43! 4.9 Interview 7: Business no 4 Voss (appendix 9) ........................................................................ 45! Chapter Five: Discussion! 5.1 Introduction .............................................................................................................................. 50! 5.2 Parameters of destination success ........................................................................................... 50! 5.3 Communication key in successful strategic planning and implementation ....................... 51! 5.3.1 Queenstown ......................................................................................................................... 51! 5.3.2 Voss ..................................................................................................................................... 52! 5.4 Strategic monitoring as a foundation for motivation and participation ............................ 54! 5.5 Tourism network as a structure for success ........................................................................... 55! 5.6 Future challenges for adventure tourism destinations ......................................................... 57! 5.7 Limitation of research .............................................................................................................. 58! Chapter Six: Conclusions and Recommendations .............................................................. 60! Chapter Seven: Reflections on Learning ............................................................................. 63! Bibliography ........................................................................................................................... 66! Appendix 1: Research Onion ................................................................................................ 72! Appendix 2: Interview guide ................................................................................................. 73! Appendix 3: Interview transcript Buinsess number 1 Queenstown .................................. 74! Appendix 4: Interview transcript Business number 2 Queenstown .................................. 84! Appendix 5: Interview transcript Buisness number 3 Queenstown .................................. 91! Appendix 6: Interview transcript Business number 1 Voss ............................................
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