The Green Group in Roskilde University Center Tourism Network

The overall aim of the RUC Tourism Network is to generate innovations and growth through research-based knowledge in so-called experience tourism companies in the Sjælland area. The particular objectives of the Green Group cluster are: • to create new business relations for the member companies • to develop sustainable ecotourism activities to achieve innovation and sustainable growth • to implement sustainable processes • to benefit from the status of the National Park • to create new research The Green Group has an action plan for every year. The action plan for 2015 contained the following goals: • member companies of the Green Group cluster sign the contract with RUC tourism network and establish the Green Group • the companies get access to new knowledge • the companies sign a letter of intent • 75 % of the companies have received inspiration and innovative ideas for their development By the end of 2015 all these goals had been achieved and the following goals identified for the action plan for 2016: • at least 50 % of the companies have developed a new product by end of 2016 • external and internal evaluation for the Green Group is done • member companies sign a contract that they want to develop a new product The Green Group cluster works strategically with research-based knowledge that is chosen for the Green Group based on its member companies' needs. Traditional business practices are questioned and member companies exchange knowledge and cooperate in product development. The Green Group has four annual meetings, held at the premises of member companies. The meetings begin with a research-based presentation from a researcher from Roskilde University. The topic of the presentation is relevant to the member companies, for example the role of the guides in destination development or communicating and marketing the sustainability of the businesses. After the presentation, the companies work hands-on with a practical example relevant to their business, creating a timeline for their product development and what the steps are to achieve it (e.g. price setting). In addition, personal workshops for companies can be held if needed. The Green Group works on improving the sustainability of the member businesses. Every product being developed has to have a sustainable dimension to it. The members of the Green Group have to promote and describe in what way the product is sustainable and/or responsible. Examples of the activities • A workshop was arranged for a member company creating a recreational spa centre, who met with a researcher experienced in nature and its health effects on e.g. stress. • Herthadalen (a restaurant) and Sagnlandet Lejre (an interactive museum) are working on a project promoting the gastronomic and agricultural history of the National Park. The project combines utilizing local and organic ingredients in the modern Nordic cuisine, information on how Vikings lived in synchrony with nature, and storytelling about the National Park area. • Another member of the Green Group is a church that is working to create pilgrim routes in the National Park and hold events in the open. • Other companies are working on a bicycle route where the natural landscape of the park and organic farms will be promoted. Success Factors During 2015, 75% of the Green Group member companies received inspiration and developed innovative ideas for their business development (the result is based on a questionnaire to the member companies). For 2016, the set goal is that at least 50% of the companies shall have developed a new product (by end of 2016). Novelty The Green Group is the first cluster ecotourism initiative taken by a university in Denmark in collaboration with private companies. Results so far The member companies have taken the first steps in their product development. They have had a lot of media attention both in the Danish television and in the form of popularised articles. The annual tourism conference held by RUC Tourism Network was completely sold out in November 2015, with approximately 180 people taking part in it, and the Green Group had a good chance to promote their work and the National Park as such. Challenges and potential for further development In general, the companies have two big challenges: time and marketing. The companies are generally small (SMEs and micro enterprises), who sometimes find it difficult to both run their day-to-day business and develop it at the same time. Marketing is a challenge, because financial ability to pay for marketing is small in small businesses. Therefore, it is sometimes a challenge to see the potential of ecotourism to create business, especially in the micro enterprises. The Green Group will continue the establishment and development of their products. Planning the next joint conference in November 2016 will also be an important part of their work. The newly developed products of the member companies will be presented at the conference. When the project is finished, scientific articles about the results will be published. Funding for the Green Group is secured until end of 2016, with follow-up funding being looked for. The Green Group cluster is part of the RUC Tourism network. The companies in the Green Group in early 2016 included: • BikeRent • Bjørns Naturtjeneste (nature services) • Café Knarr • Fjordland • Herthadalen • Hesselbjerggaard • Landkøkkenet • Ledreborg Slot • Roskilde Domkirke (cathedral) • Roskilde Museum • Sagens Natur (Nature of Things) • Sagnlandet Lejre (Land of Legends; museum & experience centre) • Selsø Slot • Svanholm Storkollektiv • Vikingeskibsmuseet (Viking ship museum) Contact person for more information: Anne Cecilie Lasa-González, RUC Tourism Network, annecl@ruc.dk Related event : Annual conference promoting the possibilities of sustainable tourism.