Rural Tourism Innovative

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Nicole L. Vaugeois, PhD

BC Regional Innovation Chair in Tourism and

Sustainable Rural [email protected]

Phone 250-753-3245 Local 2772

Vancouver Island University

National Extension Tourism Conference, June 14-17, 2009. Park City, Utah


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on ex o o ng us ness n rura areas Importance of innovation for rural business success Methodology

Key insightsx Level of innovation in STEs

x Types

x Origin of innovation Strategies to diffuse innovation in other contexts


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` friction of time and distance isgreater for rural businesses;

`

Limited ability to benefit frombusiness clusters;` Greater costs to operation

(marketing, purchasing, fuel,energy)

` Less access to available, traineda our supp y

` Access to natural and culturalresources requires permits,

co a orat on, negot at on` Limited access to technology (cell

phone coverage and internet)


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Bell cell coverage

northern BC


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n access o

internet


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` An innovation is an idea, practice, or object that isperce ve o e new y an n v ua or o er un o

adoption.

` It is important because

` The opposite of success is not failure but inertiawithout innovation you stall, your competitors takeover and ou die ames Kilts


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` Do rural tourism enterprises use innovation to copewith the impact of contextual factors on businesso erations?

` If so, what type of innovation is evident?

` Where do the innovations come from?` And what impact do they have?

` Collectively are innovations applicable in other


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` Annual extension tours

` tu ents rom , , ,COTR

visits

` Group interview and photo/videooo age

` Write up 2 page snapshots

` Hosted on TRIP website to diffuseinnovation


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1. Need to create optimal visitor experiences;

2. Need to differentiate within the market;3. Need to build collective capacity among

sta e o ers;

4.

Need to express business values and ethics;. .


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`

Partnerships` Marketing

` Product development

` Research and tracking` Visitor experience

` Sustainability

` ann ng` Profit maximization


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` Enhanced customer loyalty due topositive visitor experience

` Industry recognition n ance awareness y mar e ng

organizations

Expanded opportunities to beshowcased to visitors (fam tours,marketing initiatives)

` Differentiation in the marketplace


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http://www.enablingchange.com.au/Summary_Diffusion_Theory.pdf


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Unlike diffusion of innovation theory, which suggests

organization, the majority of innovators were organicinnovators meaning the ideas were their own.

Of those who borrowed ideas from others, the

mechanisms for diffusion were lar el throu h eerto peer networks vs. formalized, external initiatives.


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Q4. Which of the following best describes HOW you went about adoptingsustainable tourism practices (STP's) into your operation?

64%

Self starter - we decided to do it and

18%Borrower - we got some ideas from other

businesses and modified them to fit our

8%

Planner - we mapped out a strategy or

plan to make our business more

6%

Fact checker - we researched extensively

-

small scale first before committing

0 20 40 60 80

before deciding to incorporate a STP

Percent


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We see evidence that

ssues an oppor un es

exert forces onoperators to adapt

business to rural context

Operators generate

their own ideas (or

borrow from peers)

Ideas are implementedby the business

What we need to know

at orces are un que

to the rural business

context? Which are the

most revalent? What

ow o us ness

operators make the

decision to innovate?

What ersuades

What is the lifespan of

innovation? How

often are businesses

innovations have themost impact on these

forces?

innovation? What isthe role of Universities

or other agents in

happens to ideas that

are unsuccessful? Is

business attritions ar ng nnova on linked to innovation?


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1. Catalogue further examples of innovators to identify

further types, prevalence in different contexts;2. Determine how diffusion of innovation takes lace

among rural STEs;3. Study the experience of innovators and learn from

that optimize success;4. Encourage furtherpeer to peernetworking;

. suit rural audiences (face to face, hard copy,gatherings).


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Nicole Vaugeois

[email protected]

Rural Tourism Innovative

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