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- Jernsand, Eva Maria, 1967
(författare)
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A marketing design approach to destination development
- 2014
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Licentiatavhandling (övrigt vetenskapligt/konstnärligt)abstract
- An increasing demand for environmental, socio-cultural and political aspects has led to that moreintegrated methods of tourismplanning has evolved, which emphasize sustainability as a key fac-tor. However, it is argued that the term sustainability is used carelesslyand that the social aspectis often overlooked. In this thesis, local participation is dealt with as an aspect of social sustaina-bility in tourism. Participation has gained ground due to its possibility to handle issues such asreluctance from communities and competing interests among stakeholders. There are too manyprojects that have failed, why participation is alsomotivated by increased effectiveness and effi-ciency of initiatives. However, participation takes place in theory and planning documents butrarely in practice, and it could be argued that the level of participation is often low, consideringlocal communities merely as passive informants. This is an especially interesting and importantaspect in projects in developing countries, where unequal power relations is an issue that must beconsidered throughout, to avoid development workers seeing themselves as legitimised civilisers.Two destination development processes have been identified in this thesis as moving towards aview that stakeholdersshould take part in the process:place branding and experience innovation.It is howeverdiscussed how this participation can take place. Design allows for empathy, intui-tion and user involvement, and the evolutionary nature of the design process fits well with howscholars describe place branding and experience innovation.The purpose with this thesis is todemonstratehow design can enhance participation in place branding and experience innovationin order to achieve sustainable destination development.The case is an ecotourism site by LakeVictoria in Kenya where a collaborative and action-oriented approach is usedfor developing thedestination. The active involvement as facilitator, partnerand participant observercontributes toan in-depth understanding of the context and the situation.The studyrevealsa process that is evolutionary and where visualisationascommunication andidea generating toolis at the core.The theoretical contribution is a beginning of anunderstandingof how participatory processes in destination development can take place where marketing anddesign get the opportunity to collaborate.The practical contribution is inspiration, motivationand tools to work for sustainable destination development.
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| 3. |
- Jernsand, Eva Maria, 1967, et al.
(författare)
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Collaborative PhDs: New approaches, challenges and opportunities
- 2016
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Ingår i: Co-production in action: towards realising just cities. - Göteborg : Mistra Urban Futures. - 9789198069679 ; , s. 74-83
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Collaborative PhDs can be demanding and complex, yet ultimately rewarding. In this chapter we explore some of the issues that can emerge when collaborative PhDs investigate problems in sustainable urban development not only across disciplinary borders, or between academia and practice, but across diverse cultural backgrounds. Challenges include the need to take on multiple roles, and varying preconditions between PhD students from different academic institutions or cultures. We examine how such collaborations are opportunities for widening horizons and understandings, revealing how insights from researchers and practitioners from multiple disciplines and sectors make it possible to achieve a more holistic perspective. The chapter hopes to open up the nature of working in a truly transdisciplinary manner. There is a vital need for scholars to be able to participate in fora like Mistra Urban Futures’ Local Interaction Platforms (LIPs) where they can discuss and exchange experiences with others, both in and outside academia – whether civic officials, community groups or practitioners – who have embraced the concept of collaboration. Those who have contributed their experiences to this chapter are Sigrid Laurel Östlund, Franklin Mwango, Isabel Ordoñez, Frankline Otiende, Dan Silver, Anna Taylor and Joshua Wanga. The interviews were arranged by and the chapter put together by Helena Kraff and Eva Maria Jernsand, with additional editorial inputs from the contributors. The chapter is written as a conversation between four PhD students, one from each of the four LIPs. Interviewees’ names have been changed to anonymise responses.
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| 4. |
- Jernsand, Eva Maria, 1967, et al.
(författare)
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Community‐based tourism development - a designerly approach to destination branding
- 2013
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Ingår i: Proceedings of the 22nd Nordic Symposium in Tourism and Hospitality Research: Innovation and value creation in experience‐based tourism, September 24-27, Bodö and Lofoten Islands.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The purpose of this paper is to widen the sometimes too managerial view of place and destination branding into the discipline of design. By using a designerly approach, the concept of capturing and building brand equity is seen as an evolutionary and creative process, open to the involvement of the community. This is in contrast to the tapping of a place’s identity into common values that could apply for any place in the world, and the use of linear processes without taking advantages of the specific conditions for the place. Theoretical perspectives are obtained from two angles: place branding with an emphasis to marketing, and design theory with a participatory approach. In order to exemplify the role of design in a place branding context, the authors’ own experiences of being actively involved in the development process at an ecotourism destination in Kenya are declared. By adopting an open approach and the process of reflection in action, the authors continuously reframed the problem setting, developed and adapted actions throughout in order to suit the specific context. Both practical and theoretical results were obtained. Practical ideas and actions for development were produced, that takes the local needs, prerequisites, and its unique features into consideration. Five main implications for adopting a designerly way into the field of place branding were outlined: connection to context, open process, community participation, idea generation and communication through visualization. The contribution is a better understanding of the benefits of design, as well as an understanding of the importance of the specific context in place branding.
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| 5. |
- Jernsand, Eva Maria, 1967, et al.
(författare)
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Democracy in participatory place branding: a critical approach
- 2015
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Ingår i: Critical management studies - 9th International conference: Is there an alternative - management after critique. Leicester 8-10 July.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The traditional perspective on place branding as a managerial tool to promote a place to an external audience has been criticized for serving certain political purposes and social groups whilemarginalizing others. An important aspect of the critique is that residents are neglected as stakeholders even though they are strongly affected by place branding initiatives. Alternative views on what place branding should be about have emerged, which downplay the role of place brand managers and support residents as co-owners and co-creators. A participatory approach can thereby be seen as a way to democratize place branding. This paper supports the view that resident participation is fundamental in place branding, however acknowledges that reaching participatory processes that are ethically and morally sound is extremely complex, and that even the best intentions can result in further marginalization of groups that are meant to be empowered. There is a risk that participation gets hijacked as just another tool to serve particular groups’ interests, where people are involved merely as informants, for educational purposes or for justification of decisions already taken. To avoid participation becoming a managerial tool among others, there is a need to problematize the concept within the place branding discourse and its relation to democracy. Otherwise, there is a risk that place branding will fall under the same critique which has been aimed towards participatory design, architecture, urban planning and development studies. The purpose with this paper is therefore to encourage a critical debate on the meaning of democracy in participatory place branding, as a crucial foundation for a continued discourse. A review of the literature on democracy in relation to participation is made, with emphasis on how it is perceived in marketing, design and related fields. It implies that the democratic aim for place brand managers cannot and should not be to always reach consensus, but to handle conflicting interests and a multitude of interpretations of the place. With strong resident involvement in decision-making and throughout, with fair conditions regarding time spent and allocation of resources, it is possible for place branding to be democratic. This may however be easily formulated on paper but harder to put into practice and calls for an ever present, open and problematizing discussion.
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- Jernsand, Eva Maria, 1967
(författare)
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Participation in educational tourism: transforming individuals, communities and societies by stakeholder involvement
- 2015
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Ingår i: 24th Nordic Symposium in Tourism and Hospitaly: Responsible tourism, Reykjavik, October 1-3.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Tourism is a social activity with the ability to contribute to sustainable development by responsible action from all stakeholders: tourists, local communities, industry, government and academia. A sub-sector of tourism that is highly relevant but generally overlooked in this regard is educational tourism. The aim of this paper is to highlight educational tourism as an important part of responsible tourism. The purpose is to explore what roles tourism stakeholders have in identifying and addressing issues of sustainability in educational tourism, and how a participatory approach can enhance learning. An action-oriented research project that aims to develop ecotourism in Dunga community in Kenya is used as case study. School buses with students from all over the country arrive at Kisumu by Lake Victoria every day to visit the harbour, the zoo, the museum, and the small village of Dunga. They learn about fish species, the wetlands, and the propagation of water hyacinths in the lake. However, there is potential to make a greater difference among young people by raising their awareness about environmental and socio-cultural issues, which could in turn change their behaviour and influence their families, friends, and communities. The study identifies a need to prioritise multiple stakeholders’ engagement in educational tourism from the start to improve the process and the outcomes of it. Further, the study highlights that learning is improved when tourists actively participate in activities on a tour. This research thus supports the notion that participation combined with education enhances the transformational potential of tourism.
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| 7. |
- Jernsand, Eva Maria, 1967, et al.
(författare)
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Participatory place branding through design: the case of Dunga beach in Kisumu, Kenya
- 2015
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Ingår i: Place Branding and Public Diplomacy. - : Springer Science and Business Media LLC. - 1751-8040 .- 1751-8059. ; 11:3, s. 226-242
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Tidskriftsartikel (refereegranskat)abstract
- For place branding to reach long-term commitment and legitimacy a large number of stakeholders needs to be involved. This calls for innovative ways of approaching the process itself, permitting it to be participatory and changeable. In this article, the purpose is to describe, in detail, how a place branding process can take place in practice, and illustrate how an integration of design can act as a mean to reach community participation. The example is a tourism development case in Kisumu, Kenya where the authors were actively involved in destination branding. The findings show how the empathic and intuitive process of design allows each activity to lead to the other in an evolutionary way, and how visual tools can strengthen communication between participants as well as stimulate idea generation. The implication is that place branding should be viewed as consisting of several ongoing processes with multiple stakeholders. With the introduction of evolutionary and visual elements to these processes, they become more participatory, changeable and sustainable.
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| 8. |
- Jernsand, Eva Maria, 1967, et al.
(författare)
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Tourism Experience Innovation Through Design
- 2015
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Ingår i: Scandinavian Journal of Hospitality and Tourism. - : Informa UK Limited. - 1502-2250 .- 1502-2269. ; 15:Supplement 1, s. 98-119
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Tidskriftsartikel (refereegranskat)abstract
- Experience innovation is described as collaborative and integrated in day-to-day work. However, a challenge is to capture people's tacit knowledge and make it explicit, in order to bring forth ideas and concepts. The purpose of this article is to illustrate how design can be integrated with experience innovation. A model for experience innovation and design is presented which complies with the prototyping phase of the design process. Visual representations are used for communication and idea generation between stakeholders, to make them build on each other's ideas. The case is the development of a guided tour in Dunga beach, Kisumu, Kenya. Dunga beach is seen as the experiencescape, where the interactions with the physical and social environment become part of the experience innovation process. By active involvement as partners and participants in collaborative activities with guides, residents and tourists, the authors were able to get an in-depth understanding of how experience innovation took place in Dunga. The implication is that the view of experience innovation as a spiral process within the experiencescape increases the understanding of how specific characteristics of the experience could be considered and developed for new or improved experiences.
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| 9. |
- Jernsand, Eva Maria, 1967
(författare)
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Transformational tourism: extraordinary experiences and learning
- 2016
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Ingår i: 25th Nordic Symposium on Tourism and Hospitality Research in Turku, Finland, September 28-30, 2016.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Transformational tourism deals with how travel and tourism can change human behaviour and impact the world in positive ways. The transformation occurs when people get so deeply involved in experiences that they reflect on their own situation, expand their con¬sciousness, and ultimately alter their future behaviour and worldview. This progressive process is closely related to how learning is described in literature, but although learning theories are significantly applicable to and important to tourism, they have been more or less neglected in tourism studies. The purpose with the paper is to explore the relationship between experiences, learning and transformation. It highlights the capabilities of extraordinary tourism experiences to transform people and societies. A study of the small ecotourism destination of Dunga located by the shores of Lake Victoria in Western Kenya implies that students get a good connection to the place and its ecological challenges when the knowledge comes from the interaction with fishmongers and fishermen. These local entrepreneurs have first-hand experience on how pollution, over-fishing and the invasion water hyacinths affect their work: in the decreasing number and species of fish, and the long hours spent with cutting off the hyacinths’ roots from their fishing nets. The type of learning students get through such experience would not be obtainable in the confinement of a classroom. However, extraordinary experiences are defined as intense, joyful and temporal, while transformational learning is about what matters in the long run. Does this mean that extraordinary experiences cannot be transformational? And what role does immersion play in this context? The paper identifies immersion as an important dimension of the extraordinary experience in order for the experience to be transformational. However, immersion may not necessarily be entirely positive. Anger, fear and other ‘negative’ emotions enhance critical reflection, and difficult issues are important for changes in values and behaviour.
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| 10. |
- Jernsand, Eva Maria, 1967, et al.
(författare)
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Value co-cration in tourism experiences
- 2014
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Ingår i: 23rd Nordic Symposium in Tourism and Hospitality Research: Values of tourism, October 1-4, Copenhagen.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The value of tourism from a consumer perspective occurs when the tourist interacts with people, objects, and surroundings before, during and after an experience. However these encounters are not only important for the tourist's value of the experience but it also creates value for the service provider, other tourists, local residents and the destination as a whole. The value occurs in the co-creation, and an understanding of this co-creation of value is a key issue in order to develop theory on tourism experiences. The paper presents an example of how a conceptual grid proposed by Eide and Mossberg (2013) can be used to understand co-creation of value in tourism by referring to a case of destination development in Dunga beach, Kisumu, Kenya. The purpose is to understand different degrees of co-creation in tourism offerings and to give implications for how the grid can be used as a base for developing co-created experiences. The main implications are that the grid visualises the performance of tourism offerings in both a holistic and particular way. By these visualisations it is possible to study and analyse the present state of the tourist offerings as well as to elaborate on movements in the grid to enhance idea generation, which may result in new or improved co-created experiences. Using different types of interactions in the grids reveals for example that the roles of the guides are closely related to and differ depending on the degree of co-creation. In a fully co-created experience, the guides' roles are not only facilitators but as friends on an equal level of knowledge and performance. It also exposes that tourists' interactions with residents are important for mutual understanding, not least in developing countries such as Kenya, where it is seen as important to include local residents in tourism development, from planning to implementation.
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