Organized as part of SLM 604: Influencing Change Towards ...
Transcript of Organized as part of SLM 604: Influencing Change Towards ...
Organized as part of SLM 604: Influencing Change Towards Sustainability
A course in Vancouver Island University’s
Master of Arts in Sustainable Leisure Management Program (MASLM): https://www.viu.ca/programs/tourism-recreation-hospitality/master-arts-sustainable-leisure-management
In collaboration with VIU’s World Leisure Centre of Excellence’s Visiting Scholar program https://management.viu.ca/sustainable-leisure-management/blog/visiting-scholars-program-call
Speaker:
Dr. Kajsa Åberg Regional Development Organization of Västerbotten, Sweden
https://www.visitvasterbotten.se/en
Host:
Dr. Patrick Brouder, BC Regional Innovation Chair, Canada @PaddyBrouder [email protected] www.brouder.ca
Innovations in Destination Development in Small Regional Cities
the case of Umeå in northern Sweden
World VIUPoints Webinar 2020-12-10 Kajsa G. Åberg, Ph D, tourism strategist Region Västerbotten
Interaction between external actors and tourism producers. External actors: public sector agencies, researchers, educators in universities and other training situations. Rural, more peripheral regions. BBB – boring bits in between the exotic remote and urban fringe (Koster & Carson (2019) Perspectives on rural tourism geographies: case studies from developed nations on the exotic, the fringe and the boring bits in between. Springer)
This session the importance of your story, as entrepreneur and local community
Introduction to Västerbotten
Perspectives
The Recipe
Platforms
Tool for facts
Tool for fun
The region Västerbotten • 15 municipalities
• One county administrative body (Länsstyrelse)
• One county council (Region)
• Area: 55 432 km2 (2nd largest, 13% of Sweden)
• Population: 268,887 (2,7% of Sweden)
• Population density: less than 5 res/ km2 (Sweden: 22,7 res/ km2)
Challenges & possibilities Restructuring
Mobility
Demography
Centralization Infrastructure
Empty landscapes Resource
Lifestylers Passion and innovation
Perspectives
Outbound
The traveller’s perception of a place
Tool for regional development (and survival)
(Said, 1978; Tuan, 1974, 1977. Boesen et al., 2016; Bohlin, Brandt and Elbe, 2014, 2016; Bramwell & Lane, 2000; Dredge, 2006; Åberg & Svels, 2018)
Västerbotten Nights spent in second homes and VFR 61%
Commercial guest nights
39%
Total commercial guest night 2017
1 841 763
Whereof 1 453 993 Swedes
and 387 770 international
Domestic • Second homes
• VFR
• Cityweekends & shopping
International • The Global Traveller
• The curious explorer
• The active outdoor enthusiast
• Holiday hedonists
Supply and demand
What do they want?
Where do they want to go?
What do we want to produce?
Where do we want them to go?
Platforms Several thoughts at one time.
advocacy
cautionary
adaptancy
knowledge
sustainability
ethics
own model after Jafari, 1989, 2001; Macbeth, 2005
Tool for working with elusive concepts 1
Global Sustainable Tourism Council
Virtual, independent organization
Members: UN agencies. NGOs, governments, companies, individuals, communities
www.gstcouncil.org
GSTC CRITERIA
• Baseline standards for sustainability
• Tool to approach social, environmental, cultural and economic sustainability
GSTC criteria
Industry criteria: Private sector.
Destination criteria. 39 criteria, assessed through 107 indicators
1 Sustainable management
2 Socioeconomic impacts
3 Cultural impacts
4 Environmental impacts (resources, pollution, conservation of biodiversity and landscapes)
Not being addressed
Has been discussed
Existing strategy
Strategy complemented by
monitoring, analysis and actions
GSTC INDUSTRY CRITERIA, INDICATORS FOR HOTELS
Section A: Demonstrate effective sustainable management
• A6 Accurate promotion
Promotional materials and marketing communications are accurate and transparent with regard to the
organization and its products and services, including sustainability claims.
They do not promise more than is being delivered.
a. Images used in promotion are of actual experiences offered and facilities provided.
b. Sustainability claims are based on records of past performance
https://www.gstcouncil.org/gstc-criteria/
GSTC Destination Criteria, Performance indicators and SDGs
Section A: Sustainable management
A7 Promotion and information
Promotion and visitor information material about the destination is accurate with regard to its products,
services, and sustainability claims. Marketing messages and other communications reflect the destination’s
values and approach to sustainability and treat local communities and natural and cultural assets with respect.
a. Current information and promotional material with appropriate content.
b. A process exists for checking the accuracy and appropriateness of destination promotion and information.
c. Evidence of consultation with local communities and environmental and cultural bodies on communications
content and delivery
https://www.gstcouncil.org/gstc-criteria/
Tool for working with elusive concepts 2
StoryTagging The StoryTagging project combines traditional storytelling
with modern technologies to help increase the visibility and
market reach of creative practitioners working in remote areas.
This session the importance of your story, as entrepreneur and local community
Introduction to Västerbotten
Perspectives
The Recipe: attraction, access, information, service
Platforms
Tool for facts
Tool for fun
Effects of travelling and tourism Greta-effect and flight-shame
Questioning and critical assessment: • how far should we go…
• experiences in a circular economy
• regenerate or sustain
This calls for enhanced knowledge among tourism operators, travellers and policy makers all of us.
Product must meet producer’s needs first
Include, economy, ecology, social, cultural and the individual aspect.
Keeping the core of sustaining yourself as an individual and not becoming a tool for regional development.
References & suggested readings Boesen, M., Sundbo, D., & Sundbo, J. (2017). Local food and tourism: An entrepreneurial network
approach. Scandinavian Journal of Hospitality and Tourism, 17(1), 76-91.
Bohlin, M., Brandt, D., & Elbe, J. (2014). The development of Swedish tourism public policy 1930-
2010. Scandinavian Journal of Public Administration, 18(1), 19-39.
Bramwell, B., & Lane, B. (Eds.). (2000). Tourism collaboration and partnerships: Politics, practice and
sustainability (Vol. 2). Channel View Publications.
Carson, D. A., Åberg, K. G., & Prideaux, B. (2020). Cities of the North: Gateways, Competitors or
Regional Markets for Hinterland Tourism Destinations?. In Dipping in to the North (pp. 285-310).
Palgrave Macmillan, Singapore.
Dredge, D. (2006). Networks, conflict and collaborative communities. Journal of Sustainable
Tourism, 14(6), 562-581.
Global Sustainable Tourism Council (GSTC). Webpage with criteria documents as
pdf:https://www.gstcouncil.org/gstc-criteria/. 2020-12-10.
Jafari, J. (2001). The scientification of tourism. In: V.L. Smith and M. Brent (Eds.), Hosts and guests
revisited: Tourism issues of the 21st century. Cognizant Communication. 28-41.
Koster, R. & Carson, D. (2019) Perspectives on rural tourism geographies: case studies from
developed nations on the exotic, the fringe and the boring bits in between. Springer.
Lundmark, L., & Åberg, K. G. (2019). How Modest Tourism Development Becomes Successful: The
Complementarity of Tourism in Malå Municipality. In Perspectives on Rural Tourism Geographies
(pp. 221-241). Springer, Cham.
Macbeth, J. (2005). Towards an ethics platform for tourism. Annals of Tourism Research, 32(4), 962-
984.
Said, E. W. (1978). Orientalism. Pantheon Books.
StoryTagging. Webpage presenting the project within Northern Periphery and Arctic Programme
(NPA, InterReg): https://storytagging.interreg-npa.eu. 2020-12-10.
Tuan, Y. (1974) Topophilia. A study of environmental perception, attitudes and values. New York:
Colombia university press.
Tuan, Y. F. (1974). Space and place: humanistic perspective. Progress in geography, 6, 211-252.
Tuan, Y. (1977) Space and place. The perspective of Experience. Minneapolis & London: University of
Minnesota Press.
Walmsley, A., Åberg, K., Blinnikka, P., Jóhannesson, G.T. (2020). Nordic Employment in Nordic
Counties: Trends, Practices, and Opportunities. Springer.
Åberg, K. G. (2017). “ANYONE COULD DO THAT”: Nordic perspectives on competence in tourism.
Doctoral Thesis, Department of Geography and Economic History, Umeå University.
Åberg, & Svels, (2017). Destination Development in Ostro-bothnia: Great Expectations of Less
Involvement, Scandinavian Journal of Hospitality and Tourism, 1-17.
Åberg, & Müller, (2017). The Development of Geographical Differences in Education Levels within
Swedish Tourism, Tourism Geographies, 2017: 1-18.
Åberg, K. G. (2020). Regional tourism organizations from management to marketing to knowledge-
based development. Journal of Teaching in Travel & Tourism, 20(3), 232-236.
Questions?
More questions for Kajsa? [email protected]
A recording of this session along with the .ppt slides will be posted to: https://management.viu.ca/sustainable-leisure-management/blog