“Innovation and value creation in experience‐based tourism” Book of Proceedings Editor Frank Lindberg Conference sponsors: The conference is organized by the research program Northern InSights: Preface On behalf of the consortium members of the research program “Northern InSights – Service Innovation and Tourist Experiences in the High North” (Opplevelser i Nord), we have the pleasure of welcoming you to conference! This volume contains the papers presented at the 22nd Nordic Symposium in Tourism and Hospitality Research held in Bodø/Hurtigruten/Lofoten, September 24‐ 27, 2013. The conference is arranged by Bodø Graduate School of Business at University of Nordland on behalf of the consortium members: Bodø Graduate School of Business at University of Nordland, University of Tromsø, Nordland Research Institute, Harstad University College, Northern Research Institute Alta, and Bioforsk Tromsø. The main topic of the conference, “Innovation and value creation in experience‐based tourism”, directs the attention to how tourism firms can find new ways of creating values by strengthening their capacities to develop better experiences for tourists and other visitors. It also offers opportunities to discuss how research areas, such as organization, management, marketing, psychology, innovation, learning and entrepreneurship, can contribute to advancing tourism research. In the spirit of the main conference theme a number of papers were submitted. We have received a total of 122 papers and 90 will be presented at the conference. Among all authors of these papers, 126 researchers come from the Nordic countries, while 26 are from non‐Nordic countries. All papers were double‐blind peer reviewed. Furthermore, we have urged the researchers to focus on research questions, theory gaps, methods, and contributions. Although this may represent a greater work load to the authors, such efforts have increased the quality of the conference papers. The following themes are presented throughout the conference: Innovation within and between tourism firms, cooperation and learning, co‐creation and tourist involvement, extraordinary tourist experiences, tourist learning and perceptions, entrepreneurship of tourism firms, innovative packaging of experiences, the role of guides, special events & festivals, sustainable destination development, social electronic media, destination marketing, food tourism, tourism economics, tourism education, research methods, tourism behavior and experiences, nature‐based tourism, and hospitality, strategy and management. You will find the sessions and papers organized according to these themes later in this volume. We would like to take the opportunity to thank all those that have made this conference possible. First of all to Merete Fabritius, Ellen Abelgaard and Anita Eide, and other colleagues at Bodø Graduate School of Business and Nordland Research Institute, who have helped to put the conference together and to take care of all practical issues before and during the conference. Thanks to the main sponsors; Nordland County and Troms County, that are supportive as they value knowledge generation in our region. Our regional bank, Sparebanken Northern‐Norway, and Northern Norway Tourist Board, are supportive when it comes to development of the experience economy in the Northern‐Norway. We are grateful that The Research Council of Norway have supported both the research program “Northern InSight” and the conference directly. Thanks to the members of the Program Committee and to the session leaders. Finally we thank all the anonymous reviewers whose work has been invaluable. Thank you all. Øystein Jensen, Conference Chair Frank Lindberg, Chair Scientific Committee Nina Prebensen, Member Scientific Committee ii Table of contents Preface ii Organizers of the conference iv Conference program v Parallel sessions vi Papers proceedings 1 List of authors 154 iii Organizers of the conference Conference Chair Øystein Jensen, Bodø Graduate School of Business, University of Nordland, Norway Chair Scientific Committee Frank Lindberg, Bodø Graduate School of Business, University of Nordland, Norway Member Scientific Committee Nina Prebensen, Tromsø University Business School, Norway Conference Manager Merete K. Fabritius, Nordland Research Institute, Norway Member Organizing Committee Ellen Abelgaard, Bodø Graduate School of Business, University of Nordland, Norway Program Committee (alphabetically) Birgit Abelsen Northern Research Institute, Norway Gry Alsos Bodø Grad School of Business, University of Nordland, Norway Peter Björk Swedish School of Economics and Business Administration (Hanken), Finland Prakash Chathoth School of Business and Management, American University of Sharjah, United Arab Emirates Joseph Chen Indiana University, USA Tove Dahl University of Tromsø, Norway Dorthe Eide Bodø Grad School of Business, University of Nordland, Norway Frode Fjelldal‐Soelberg Bodø Grad School of Business, University of Nordland, Norway Thomas Johansen Nordland Research Institute, Norway Tor Korneliussen Bodø Grad School of Business, University of Nordland, Norway Young‐Sook Lee Griffith University, Australia Anneke Leenheer Bodø Grad School of Business, University of Nordland, Norway Einar Lier‐Madsen Nordland Research Institute, Norway Elisabet Ljunggren Nordland Research Institute, Norway Tone Magnussen Nordland Research Institute, Norway Lena Mossberg School of Business, Economics and Law, University of Gothenburg, Sweden Reidar Mykletun Norwegian School of Hotel Management, University of Stavanger, Norway Øystein Normann Harstad University College, Norway Fevzi Okumus University of Central Florida, USA Azizah Omar University Sains Malaysia/University of Stavanger, Norway Bruce Prideaux James Cook University, Australia Kåre Skallerud Tromsø University Business School, Norway Jan‐Oddvar Soernes Bodø Grad School of Business, University of Nordland, Norway Muzzo Uysal Virginia Tech, USA Per Østergaard University of Southern Denmark iv Conference Program Tuesday, 24 September From Thon Hotel Nordlys, Bus from hotels to welcome reception 19:30 Bodø Hotel, City Hotel Welcome reception ‐ registration 20:00 ‐ 22:00 Norwegian Aviation Museum To Thon Hotel Nordlys, Bus back to hotels 22:30 Bodø Hotel, City Hotel Wednesday, 25 September From Thon Hotel Nordlys, Bus transport from hotels to University, main entrance 08:15 Bodø Hotel, City Hotel Registration 08:45 ‐ 09:15 Outside, A14 – Petter Dass Official opening of conference 09:15 ‐ 09:45 Room, A14 – Petter Dass Key note 1: Prof. Søren Askegaard, University of Southern Denmark; “Assessing Consumer Experiences through Popular 09:45 ‐ 10:30 Room, A14 – Petter Dass Culture” Coffee break 10:30 ‐ 10:50 Cafeteria "Alexandria" Parallel sessions I 11:00 ‐ 12:30 University of Nordland Lunch 12:40 ‐ 13:20 University of Nordland Bus transport to Coastal voyage "Hurtigruten" 13:45 University, main entrance Check in Hurtigruten 14:15 ‐ 14:50 Bodø Harbor Departure Svolvær, Lofoten 15:00 Parallel sessions II 16:00 ‐ 17:00 Hurtigruten Coffee break ‐ walk on deck 17:00 ‐ 17:30 Hurtigruten Parallel sessions III 17:45 ‐ 18:45 Hurtigruten Dinner and Captains quarter 19:00 Hurtigruten Arrival and check‐in at hotel 21:15 ‐ 21:50 Svolvær, Lofoten Thursday, 26 September Breakfast 07:00 ‐ 08:45 Hotel Key note 2: Prof. Philip Pearce, James Cook University, Australia; “Mundane authenticity; how the ordinary can be a 09:00 ‐ 09:40 Thon Hotel, Svolvær stimulus for tourism experiences” Key note 3: Prof. Deborah Kerstetter, PennState University, USA; "Using the emic approach to investigate affective 09:50 ‐ 10:30 Thon Hotel, Svolvær outcomes of tourists' experiences in distinct spaces" Coffee break 10:30 ‐ 10:50 Thon Hotel, Svolvær Parallel sessions IV 11:00 ‐ 12:30 Thon Hotel, Svolvær Lunch 12:30 ‐ 13:20 Thon Hotel, Svolvær Parallel sessions V 13:30 ‐ 15:00 Thon Hotel, Svolvær Coffee break 15:00 ‐ 15:20 Thon Hotel, Svolvær Parallel sessions VI 15:30 ‐ 17:00 Thon Hotel, Svolvær Trip by bus to Henningsvær "The Venice of Lofoten" 17:30 ‐ 19:45 Henningsvær, Lofoten Dinner and experiences 20:30 Thon Hotel, Svolvær Friday, 27 September Key note speech 4: Muzaffer Uysal, Virginia Tech, USA; “Antecedents to value creation in tourism and quality‐of‐life 09:00 ‐ 09:30 Thon Hotel, Svolvær of participants: Research Directions” Parallel sessions VII 10:00 ‐ 11:30 Thon Hotel, Svolvær Break 11:30 ‐ 11:40 Thon Hotel, Svolvær Conference closing 11:45 ‐ 12:15 Thon Hotel, Svolvær Lunch & departure of conference participants 12:15 ‐ 13:15 Thon Hotel, Svolvær Last part of the PhD course 13:00 ‐ 17:00 Thon Hotel, Svolvær v The 22nd Nordic Symposium in Tourism and Hospitality Research, September 24‐27, 2013, Bodø/Lofoten PARALLEL SESSIONS WEDNESDAY SEPTEMBER 25, 11:00 – 12:30 PARALLEL SESSION I: University of Nordland Session 1.1: Entrepreneurship of tourism firms 1 ‐ room A134 Page: Chair: Gry Alsos, Bodø Grad School of Business, University of Nordland, Norway 11:00 Business model innovation in agritourism 1 Einar Lier Madsen and Evgueni Vinogradov 11:30 Tourism products through the looking glass of lifestyle entrepreneurship: Findings from Finnish Lapland 5 Dorothee Bohn and José‐Carlos García‐Rosell 12:00 Tourism entrepreneurship ‐ review and future direction 6 Sølvi Solvoll, Gry Agnete Alsos and Oxana Bulanova Session 1.2: Innovation within & between tourism firms 1 – room A6 “Christian Fredriksen” Chair: Dorthe Eide, Bodø Grad School of Business, University of Nordland, Norway 11:00 Dynamic network structures and innovation opportunities