AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Strategic cooperation as a tool for sustainable tourism 11th October 2006 Karen Winkler Institute for Tourism and Recreational Research in Northern Europe

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Aims:  To introduce you to one of the agora toolbox topics  To illustrate the concept of cooperation  To provide the basis for the discussion in working groups later on about success factors for cooperation

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Why should one cooperate?  Nature of the tourism product – composite product  Challenges in the tourism industry – e.g. changing market trends, increasing competition etc.  Contribution to sustainable development (SD): ­Brings together many stakeholders  basis for successful SD ­Can help to overcome industry fragmentation  spread sustainable practices

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Possible forms of cooperation  Many different forms  Typology of cooperation: 6 dimensions PurposeTimeframe Geographical reach Size Organisational diversity Formality

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Typology of cooperation Purpose: ­Marketing, product development, distribution etc. ­More than one purpose possible ­Starting point for most cooperations, all other dimensions are arranged accordingly ­Example: Pilot Project: Cooperation between ‘Polish eco-tourist farms’; purposes include product development, marketing, information provision etc.

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Typology of cooperation Organisational diversity: -Horizontal cooperation (e.g. between two hotels) -Vertical cooperation (e.g. between a hotel and tour operator) -Diagonal cooperation (e.g. Pilot Project ‘Nordic Walking’; involves tourism and health care sectors) -Public-private partnership (e.g. Pilot Project ‘Historical Parks development concept’ (Poland); involvement of public and private partners in developing the concept

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Typology of cooperation Remaining 4 dimensions: Size Geographical reach TimeframeFormality Small One-offLoose LargeWideLong-lastingFormalised varying degrees in between

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Success factors for cooperation  Three groups of success factors: concerning the … 1.Intended outcome of a cooperation 2.Participants/partners in a cooperation 3.Set up/operation of a cooperation

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Success factors for cooperation 1.Intended outcome of a cooperation -Development of a win-win situation for all stakeholders -Prospect of cost reduction or prevention of ruinous environment (Müller 2005)

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Success factors for cooperation 2.Participants/partners in a cooperation -Trust -Willingness and ability to collaborate -Willingness to learn and to understand each other’s needs -Willingness and ability to contribute to shared resources -A flexible approach by all stakeholders -Long-term commitment (Saretzki, Wilken and Wöhler 2002; WTO 2001)

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Success factors for cooperation 3.Set up/operation of a cooperation -Precise task sharing and task definition based on defined core competencies -Concentration on those areas that can be fulfilled best -Need for a balanced structure within the collaboration with clear roles and responsibilities for all stakeholders -A long-term commitment combining a strategic vision and plan with shorter-term goals and measurable activities; all developed by involving all stakeholders -The success of collaboration has to be regularly assessed on the basis of mutually defined goals. -A cooperation that does not deliver results anymore has to be terminated (Müller 2005; Ullmann 2000; WTO 2001)

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Conclusion  Several good reasons for cooperation  Many different forms of cooperation  Purpose is usually the starting point, all other dimensions are arranged accordingly  Try to cover success factors in your cooperation

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project Thank you for your attention!

AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Strategic cooperation in tourism Approved as a Baltic 21 Lighthouse Project References Müller, H. (2005): ‘Mit Kooperationen zum Erfolg’. fif Akzente, No. 38, pp. 1. Saretzki, A., Wilken, M., Wöhler, K. (2002): Lernende Tourismusregionen – Vernetzung als strategischer Erfolgsfaktor kleiner und mittlerer Unternehmen. Tourismus - Beiträge zu Wissenschaft und Praxis, Band 3, Universität Lüneburg. Ullmann, S. (2000): Strategischer Wandel im Tourismus: Dynamische Netzwerke als Zukunftsperspektive. Deutsche Universitäts-Verlag: Wiesbaden. WTO (2001): Public-private-sector cooperation – enhancing tourism competitiveness. WTO: Madrid.