Benchmarking Reiseliv Innlandet

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Benchmarking Reiseliv Innlandet ØF-rapport 12 /2015 Benchmarking reiseliv Innlandet av Birgitta Ericsson Xiang Ying Mei Svein Erik Hagen Kjell Overvåg SFR ‐ Senter for reiselivsforskning ØF-rapport 12/2015 Benchmarking reiseliv Innlandet av Birgitta Ericsson Xiang Ying Mei Svein Erik Hagen Kjell Overvåg Tittel: Benchmarking reiseliv i Innlandet Forfatter: Birgitta Ericsson, Xiang Mei, Svein Erik Hagen, Kjell Overvåg ØF-rapport nr.: 12/2015 ISBN nr.: 978-82-7356-753-6 ISSN nr.: 0809-1617 Prosjektnummer: 1207 Prosjektnavn: VRI benchmarking reiseliv Oppdragsgiver: Norges forskningsråd Prosjektleder: Birgitta Ericsson Referat: Rapporten inneholder data for ni indikatorer på reiselivsutvikling i 10 norske og tre utenlandske reiselivsdestinasjoner. Data er basert på offentlig tilgjengelig materiale og bygger på samme prinsipper i samtlige norske regioner. Endringer i statistikkproduksjon og svakheter i enkelte data har begrenset analysemulighetene noe. Emneord: Benchmarking, reiseliv, innlandet, Dato: Januar 2015 Antall sider: 94 Pris: Kr 180,- Utgiver: Østlandsforskning Postboks 223 2601 Lillehammer Telefon 61 26 57 00 Telefaks 61 25 41 65 epost: [email protected] http://www.ostforsk.no Publikasjonen er vernet etter åndsverkloven. Eksemplarfremstilling utover til privatbruk, er bare tillatt når det er hjemlet i lov eller avtalt med Kopinor (www.kopinor.no). Utnyttelse i strid med lov eller avtale kan medføre erstatnings- og straffeansvar. FORORD Dette dokument er et første dokument i en benchmarkingprosess som ble påbegynt i VRI 2, et forskningsrådsprosjekt i tre perioder, som tar sikte på gjennom triple helix‐tankegang å øke innovasjonstakten i regionene i Norge. Da var benchregionen begrenset til å omfatte Lillehammerregionen (det vil si de seks kommunene Lillehammer, Øyer, Gausdal, Ringebu, Sør‐ og Nord‐Fron i Sør‐ og Midt‐Gudbrandsdalen). Perspektivet er i VRI 3 utvidet til å omfatte de fleste destinasjonene i Hedmark og Oppland, som er VRI Innlandets region. Rapporten har et todelt formål. For det første skal den som en nullpunktanalyse stå på egne bein og bidra til et øyeblikksbilde med en kort historisk utviklingslinje for de indikatorer som er valgt. for det andre kan denne sammenlikningen gi grunnlag for å identifisere hvilke områder det er særlig viktig å rette innsatsen mot, og dermed gi fart til det videre utviklingsarbeidet på destinasjonen. I rapporten presenteres indikatorer for 10 norske destinasjoner fram til og med 2013. Fordi det er vanskeligere og tar lengre å hente data fra utlandet, vil 2013‐tall fra de utenlandske destinasjonene komme i en senere oppdatering. Da dette er den første publikasjonen fra prosjektet, har vi også tatt med en mer grundig innføring i metodikken som benchmarkingen er, og hvordan resultatene kan brukes. Oppfølging av resultatene i form av konkrete handlinger («benchaction») i de enkelte destinasjoner er i vesentlig grad et ansvar for næringsaktørene, mens FoU‐aktørene følger prosessen mer fra sidelinja. Dette i motsetning til de innledende fasene der FoU‐aktørene spiller en større rolle gjennom å få fram data, og i samarbeid med næringen å avdekke alternative tilnærmingsmåter, aktuelle problemstillinger, og gjennomføre læringsprosesser («benchlearning») Lillehammer, januar 2015 Merethe Lerfald Birgitta Ericsson forskningsleder prosjektleder INNHOLD Kort sammendrag .................................................................................................................................. 9 Hovedresultater ................................................................................................................................... 13 1 Benchmarking ........................................................................................................................... 25 1.1 Innledning ....................................................................................................................... 25 1.2 Generelt om benchmarking ............................................................................................ 25 2 Benchmarking i reiseliv ............................................................................................................ 27 2.1 Benchmarking av destinasjoner ..................................................................................... 28 2.2 Tre faser i benchmarkingsprosesser .............................................................................. 30 2.3 «Benchmarking partners» .............................................................................................. 31 2.4 Etablere et nullpunkt ....................................................................................................... 32 3 Performance benchmarking ..................................................................................................... 33 4 Regioner og næringer som inngår - Norge ............................................................................ 35 4.1 Inkluderte regioner.......................................................................................................... 35 4.2 Hvem skal benchmarking gjøres i forhold til? ................................................................ 36 4.3 Karakteristikk av de valgte norske destinasjonene/regionene ....................................... 37 4.4 Karakteristikk av de valgte utenlandske destinasjonene/regionene .............................. 43 4.4.1 Åre ........................................................................................................................ 43 4.4.2 Whistler ................................................................................................................ 43 4.4.3 Innsbruck .............................................................................................................. 44 4.5 Definisjon av reiselivsnæringen - inkluderte næringsgrupper ........................................ 44 4.6 Valg av indikatorer – Norge. ........................................................................................... 45 5 Norske destinasjoner ................................................................................................................ 49 5.1 Lillehammerregionen, Valdres, Nord-Gudbrandsdalen, Gjøvikregionen, Hamarregionen, Elverumsregionen, Hallingdal, Trysil og Voss ..................................... 50 5.1.1 Sysselsatte i reiselivsnæringene .......................................................................... 52 5.1.2 Verdiskaping ........................................................................................................ 53 5.1.3 Kommersielle overnattinger ................................................................................. 54 5.1.4 Fritidsboliger ......................................................................................................... 57 5.1.5 Omsetning detaljhandel ....................................................................................... 57 5.1.6 Heisomsetning ..................................................................................................... 58 5.2 Kristiansandsregionen .................................................................................................... 59 5.2.1 Sysselsatte i reiselivsnæringene .......................................................................... 60 5.2.2 Kommersielle overnattinger ................................................................................. 61 5.2.3 Fritidsboliger ......................................................................................................... 62 5.2.4 Omsetning detaljhandel ....................................................................................... 62 5.2.5 Dyreparken Kristiansand ...................................................................................... 63 6 Utenlandske destinasjoner ...................................................................................................... 65 6.1 Åre .................................................................................................................................. 65 6.1.1 Sysselsatte i reiselivsnæringene .......................................................................... 66 6.1.2 Kommersielle overnattinger ................................................................................. 67 6.1.3 Heisomsetning og skidager .................................................................................. 67 6.1.4 Skistar Åre ............................................................................................................ 68 6.2 Whistler ........................................................................................................................... 68 6.2.1 Kommersielle overnattinger ................................................................................. 69 6.2.2 Whistler Blackcomb Holdings Inc. ........................................................................ 70 6.2.3 Sysselsatte i reiselivsnæringene .......................................................................... 71 6.3 Innsbruck ........................................................................................................................ 71 6.3.1 Kommersielle overnattinger ................................................................................. 72 6.3.2 Heisomsetning ..................................................................................................... 73 6.3.3 Sysselsatte i reiselivsnæringene .......................................................................... 73 7 Avslutning .................................................................................................................................
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