A science-based quality assurance system for outdoor adventure businesses in Norway & Particularly wp-4: Regional pilot service and experience design Dorthe Eide, Handelshøgskolen i Bodø, Universitetet i Nordland

1 ) Bakgrunn for prosjektet  Kvalitetsgap  Mange nye bedrifter og produkter  Andre land som er store på reiseliv har sertifiseringer  Studie i tre land (Skottland, NZ, Island)  Kvalitet handler om:  Safe and fun – viktigst  Verktøy:  Sertifisering  Opplæring/læring  Samarbeid  Reguleringer  Mange positive og noen negative erfaringer og effekter

Fokus i de tre største turisme sertifiseringene 3 FOR SVAK FOKUS PÅ KJERNEPRODUKTET OPPLEVELSER: TRENGER STYRKING PÅ OPPLEVELSESDESIGN OG SIKKERHET!

2) Forskerprosjektet som helhet slik det ble planlagt  The main R&D goal: develop and apply relevant scientific knowledge, and to contribute in the innovation processes of constructing and testing a national certification system for outdoor adventure tourism.   Size R&D project:  9 mill (NFR 4,5 mil, + firms)  Two interwined projects:  R&D  Industry project  Main pilot  Regional pilots Main pilot R &D

Main pilot R &D Regional pilots: 1)Service and experience design; 2)Safety and risk managemeng; 3)CRM, customer feedback and ICT Generel vs subsector

 Endringer som kommer fra 1 desember:  New project owner: HHB v/ UiN  New projectmanagement  Projectmanager: Dorthe Eide  Projectadministrator:  The board: first meeting 11 December  New research partner(s): Finnmarksfakultetet?  New cluster network: Wildelife Norway  Adjusted budget:  With explicit projectmanagement post  With details on firm participation  Scale down and/or take out one/some wps?  Scale down the total costs?  Adjusted overall timeplan (new stop about summer 2017)  new contracts  about accepting the changes  ?

Bruker/Kunde verdi Bruker/Kunde verdi Kvalitet og produktivitet: fysisk produkt/ tjeneste/ opplevelse Kvalitet og produktivitet: fysisk produkt/ tjeneste/ opplevelse Arbeids- og læringsmiljø: trivsel, mening, kompetanse ”Det beste i livet kan ikke måles. Smaken av jordbær. Glade hunder. Vennskap. Likevel klamrer vi oss til målestokkene” (Aspaas) “Mye må gjøres for å bevare det som er” (ukjent)

3) WP-4: regional pilot-1  Main partner: HHB/UiN  Main researchers=FT:  Associated professor Dorthe Eide  Professor Lena Mossberg,  PhD Ann Heidi Hansen (NNR/HHB)  Ann-Jorid Pedersen (Mimir)  Main participating partners: Innopp + Hanen +?others  When:  What: Develop and test regional pilot-1: service and experience design  Use and develop scientific and practical knowledge  Innovation: develop and test ‘regional pilot’ on service- and experiencedesign to connect with main pilot

 Done/status:  Information and involvement of clusters:  Innovative Experiences: cluster gathering September + regularly with cluster management  Hanen: gathering for region managers November  Started literature review  Workshop November:  Created a shared platform and vision  Presented, discussed and evaluated literature/tools  Made first sketch of parts  Planned the next steps WP-4

Analytical model in literature review: -Quality: - Design/innovation -Production (-marketing/ mangement Service- Experience- Total- experience WP-4

 Focus:  Firms/product type: NBT or outdoor  Main: Commercial organized guided tours  Some: Renting; courses; events, ?  Mostly experience design (since existing systems are within service)  Back office/espoused:  Management, routines, learning, innovation, etc.  Total experience concepts, processes, systems  Frontstage in-use deliveries:  mystery shopping  customers feedback, ranking/studies -RQs to be studied/tested: -Can the same criteria be used a) B2C vs B2B; b) across subsectors; c) across type of involvement (high/low; what, how); d) one vs more firms involved in one product WP-4

First sketch modules  CAN:  SHOULD:  MUST: WP-4 Experience room and customer-interactions Involvement (including perceived safety) Storrytelling and dramaturgy Customer journey and customer-knowledge Management and other back-office activity

Sketch timeplan and activity (Dec 2014-summer 2015) TWHAT?WHO? Dec- Jan Documenting, developing, literature review: For each module + other back-office areas, write 1-2 pages about each of the following: 1)The module (def, what, how, fundament) 2)Operationalizing: criteria/questions back office and front-stage, general and specific 3)Toolkits (models, courses) FT (Dorthe, Lena, Ann Heidi og Ann Jorid) Nov- Feb Information to clusters, firms, choose firms for testing-1 and 2, mobilizeAH, D, klyngeled Feb-Workshop + continue developing and documentingFT MarWorkshop with firms test round 1 and 2, cluster managers: present, discuss and develop clusters +??. FT M-AContinue devFT A-JTestround-1 and further development: firms with larger experience with experience design tools. FT WP-4

Sketch timeplan and activity (Aug 2015-summer 2017) TWHAT?WHO? Aug- Oct Test-2 and further dev: Firms with little experience with experience design tools. Testfirms + FT Nov- des Analyze findings and further development. New workshop.Testfirms + FT Feb- June20 16 Larger pilottesting: different subsectors, B2B and B2C, single products and packages, different degrees of involvements and prerequisites on customers. Might be done together with main pilot and/or other regional pilots. Firms from the two clusters +??. FT FallAnalyze and further dev, workshop, small surveyTwo clusters +??. FT Dec 16Finalizing innovation regional pilot + contributions to wp 8. Practical reportFT Sum 17 Finalizing scientific partFT WP-4

Hvem delta fra Hanen og hvordan?  I WORKSHOPPER  RUNDE-1 testing og videreutvikling: (Bedrifter med T/O-design erfaring. Brukt verktøy som LEO, dramaturgi, opplevelsesrom)  Hvem bør/kan det være: ?  RUNDE-2 testing og videreutvikling: (Bedrifter med ingen/lite T/O-desing erfaring)  Hvem bør/kan det være: ?  RUNDE-3 pilottesting i større omfang (god variasjon, eks gårsturisme, hesteturisme, utendørsmatlaging):  Hvem: ?

Spørsmål og innspill:   Tlf: