The InnoWellen Case Study: The Use of Web-Based Idea Competitions as a Tool of Stakeholder Participation in the Leisure
The InnoWellen case study is about stakeholder participation in the innovation process of tourism destinations and its challenges. The web-based idea competition ‘InnoWellen.de’ was created using the crowdsourcing web-platform ‘unserAller’ from the compan
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Learning Objectives • Investigate in what way web-based idea competitions can be used to initiate and support active stakeholder participation in destinations. • Explore how to apply web-based idea competitions to innovations relevant to destinations. • Demonstrate how a web-based idea competition can be initiated among stakeholders of a destination. • Evaluate advantages and constraints of a web-based idea competition as a stakeholder participation tool. • Observe how web-based idea competitions can be improved and give examples for further research needs on the topic.
1 Introduction The InnoWellen case study is about stakeholder participation in the innovation process of tourism destinations and its challenges. Open Innovation is a new and promising concept in innovation management. It includes, amongst other criteria, the participation of stakeholders in innovative processes. Until now, Open Innovation has mainly been discussed in the context of businesses rather than managing destinations. The aim of this case study is, therefore, to examine how active participation in the form of crowdsourcing as an instrument of Open Innovation can be initiated and promoted for innovations relevant for destinations. An additional aim is to gain primary insights into the use of crowdsourcing in destinations. B. Kreitmeir (*) Management Center Innsbruck, Innsbruck, Austria e-mail: [email protected] © Springer-Verlag Berlin Heidelberg 2016 R. Egger et al. (eds.), Open Tourism, Tourism on the Verge, DOI 10.1007/978-3-642-54089-9_24
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To achieve this, the web-based idea competition ‘InnoWellen.de’ was created using the crowdsourcing web-platform ‘unserAller’. Here, the public were asked to contribute new ideas on how to make the local swimming pool of the destination Oberammergau more attractive for visitors. The results of the activities on the website were subsequently analyzed. The findings of this study show that crowdsourcing can be used successfully to initiate public participation in innovations of destinations. The results of this study also show that participation can easily be controlled through the contents of the tasks given. Yet, there is evidence that people who are more strongly affected by a project, e.g. locals, feel the need to participate in a more comprehensive way rather than just sticking to a specific task. It also showed that crowdsourcing is especially effective to catch the various existing interests and identifications of new stakeholders of a destination. The significance of the relevant communication channels also became apparent when using Open Innovation and crowdsourcing to activate participation. Lastly, on the basis of this case study recommendations could be deduced to optimize similar crowdsourcing projects.
2 Participation and Cooperation as a Base for Innovation in the Leisure Industry The initiation of innovation in destinations is to be viewed against the backdrop of conflict between competition and cooperation. On the one hand, competition motivates businesses
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