1. Innovation & TourismIdeas for a Tourism Enterprise By
Ronan A. OReilly15th July 2012
2. What is innovation? 3. What is Travel in 2012?1. A highly
involving PERSONAL experience2. Extensively planned3. Excitedly
anticipated4. Fondly remembered 4. DestinationsTourism destinations
as fashion accessoriesWorld Trade OrganisationStatements &
group memberships of:1. Identity2. Lifestyle3. Status 5. Is
Innovation Necessary? Why incorporate innovation into a business?
Is it worth the: Human Resources? Time Commitment? Investment?
Think about it for a moment! 6. Opportunity?Example of an
Opportunity Statement!Opportunity to develop an innovative
businessstrategyin order to increase visitor numbers to area
andgrow revenue streams between now & a defined date 7.
Innovative ApproachMust take into account areas collection of:
Heritage sites Castles Activity centres Transport companies
Accommodation providers Service providers 8. Tourism Organization
Source of deep expertise & insight Identify pockets of
opportunity Provide on-going stream of ideas and platforms(that
capture imagination & exceed expectations) Create conditions
for product development(forums, networks, energy, incentives etc.)
New opportunities on the supply-side(facilities, access, info
provision) 9. Design Thinking Design-Driven InnovationAbout
observing users needs: Empathy Integrative Thinking Optimism
Experimentalism Collaboration 10. Want to punch above your
weight?Knowledge linkages leads to1. Increase in innovation
performance2. To a > than a larger organization3. Difficult to
create linkages in the 1st place(Love et al. 2012) 11. Successful
Linkages formed?Develop Successful Linkage Stories:1. Talked to
Sierra Club about a trail2. Created The Aoibhinn Walking Trail3.
Led to more talks4. Led to a Walled Garden.5. Leads on to
.??Remember your businesses can punch above itsweight too if it
knowledge linkages 12. Why linkages?1. Longer dwell-times!2.
Increased revenue!3. Everyone benefits! 13. Be a Lead Innovator
(Storyteller)! A shared sense of purpose and direction Understood
by everyone Inspirational Leads to goals, objectives and metrics
14. Staff Empowerment? Will failure be celebrated as a learning
experience? Will there be time to try new things? Can staff
challenge the way things are done? Will risk-taking be encouraged
or discouraged? Will staff be empowered? 15. Be Open Be
Entrepreneurial Welcome ideas Question everything Encourage lateral
thinking Empower individuals Manages risk 16. Leading promotion
Provide insight into the most appropriateforums, media, positioning
Providing platforms/resources to underpinmarketing efforts for
products 17. 1b. Product DevelopmentMoving from a concentration of
focus within silos(e.g. Built Heritage, Natural Heritage,
PerformingArts, etc.) to across silosandMoving from
observation-based (look but donttouch) visitor experiences to
something moreembracing and participatory.(Filte Ireland 2010 - A
New Strategy for Cultural Tourism) 18. 1b. Product MarketingMoving
from supermarket approach tosomething thatis morecompelling,
distinctive, joined-up and consumerneeds-focused.(Filte Ireland
2010 A New Strategy for Cultural Tourism) 19. Simple
CategorizationAccommodation Showcasing specialities: 20. Linkages,
Linkages, Linkages Not only links with attractions Health: Lodges,
Taxi Service & Beauty Parlour Gardens: B&Bs and Taxi/Bus
Transport Food Lovers: B&Bs, Restaurants, Food Schools Walkers:
____________________ Eco-friendly: _________________ Adventure
seekers: ____________ 21. Unifying Concepts? (example Book of
Kells)Filte Ireland, 2010 22. Total BrandingPlaces currently offer
the greatest untappedbranding opportunitiesWTO Benefits are
enormous Has emotional value (the power of travel) Is holistic
Enriches & advances personality of area
