Handbook of Research on Innovation in Tourism Industries
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Handbook of Research on Innovation in Tourism Industries

Edited by Gry Agnete Alsos, Dorthe Eide and Einar Lier Madsen

The tourism sector – already one of the fastest growing industries in the world – is currently undergoing extensive change thanks to strong market growth and a transition to more experience-based products. The capacity for firms to innovate and adapt to market developments is crucial to their success, but research-based knowledge on innovation strategies in tourism remains scarce. This pioneering Handbook offers timely, original research on innovation within the tourism industry from a number of interdisciplinary and global perspectives.
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Chapter 7: Facilitating for enhanced experience value

Nina K. Prebensen


Based on tourist value perceptions before, during and after a vacation trip, this chapter outlines proposals for innovation in tourist firmsí development, facilitation and provision of tourist experiences by appealing to the customer to partake in the value creation process. Appealing, in this context, is about motivating, involving and teaching tourists to partake in and enjoy various dimensions of making a tourist journey, and hence is key in innovation processes in tourist experiences. Innovation is defined relatively broadly by Rogers (1995, p. 11) as ëan idea, practice, or object that is perceived as new by an individual or other unit of adoptioní. The European Commission (1995, p. 688) defines innovation as ëthe renewal and enlargement of the range of products and services and the associated markets; the establishment of new methods of production, supply, and distribution; the introduction of changes in management, work organization, and the working conditions of the workforceí. Based on these foundational ideas, the present chapter builds on the designation of innovation as a capability which embraces the learning dynamics endorsing customer value, and thus supports renewal of the competitive advantage (Eisenhardt & MartÌn, 2000; Teece, 2007; Teece & Pisano, 1994; Teece et al., 1997; Zollo & Winter, 2002). The present work not only focuses on innovation potentials in a tourism setting, it also adopts a new perspective in marketing, the new service-dominant logic (S-D logic), as its underpinning.

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