Robust Innovation Anchors in Rural Wellbeing Tourism

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Author(s): Anne-Mette Hjalager (University of Southern Denmark, Denmark), Kaarina Tervo-Kankare (University of Oulu, Finland), Anja Tuohino (University of Eastern Finland, Finland)and Henna Konu (University of Eastern Finland, Finland)
Copyright: 2016
Pages: 15
Source title: Global Dynamics in Travel, Tourism, and Hospitality
Source Author(s)/Editor(s): Nikolaos Pappas (The University of West London, UK)and Ilenia Bregoli (University of Lincoln, UK)
DOI: 10.4018/978-1-5225-0201-2.ch009

Keywords: Business & Management / Business Science Reference / Hospitality, Travel & Tourism Management / Hospitality, Travel, and Tourism Management

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Abstract

Innovation in tourism does not take place in a vacuum. Innovators find inspiration from many sources. This article identifies ten innovation anchors, e.g. critical trends that can guide the long-term innovation activity and lead to fundamentally new products, services, delivery mechanisms, organizational models, means of collaboration etc. Innovation anchors are robust as they are found persistently in the recent scholarly literature and appear on a consistent base in business related evidence. Rural wellbeing tourism is area of inquiry. The study reveals that innovation, in the future, can take further advantage of the following: 1) Towards a holistic wellbeing, 2) Connecting with nature and its resources, 3) Altruism included, 4) The rural as a medical prescription, 5) Work-life balance, 6) Wellbeing diversification the rural way, 7) Taking advantage of the climate squeeze, 8) Opening the digital channels, 9) A new puritanism rural style, and 10) The gear dimension.

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