Digital Toolbox: Innovation for Nordic Tourism SMEs

This project consisted of 6 Nordic partners (collaborations between academic institutions and business clusters from the Nordic countries), and focused on identifying and developing ICT tools for innovation in Nordic tourism small businesses and destinations.

Meeting the practical needs of tourism businesses in the Nordic countries when adopting and employing ICT in their operations has been the focus of the study. Taking into account the structure and challenges of the tourism industry in the Nordic region, the different case studies in this report represents different approaches to efficient use of ICT, offering a toolbox consisting of suggestions on how to take advantage of ICT for market communication, customer knowledge, service design and innovation.

---

The SMEs are important for European Economy - see table

Source: Digital Toolbox: Innovation for Nordic Tourism SMEs - click table to go to report

---

The seven tools in the digital toolbox developed, are a mobile app, a service design toolkit, a customer knowledge tool, a website analysis toolkit, a user generated content sentiment analysis tool, a methodology for open innovation and a digital marketing tool.

---

Link to Nordic Co-operation Portal

Link to the full report PDF

Very useful canvas to make it easier to understand the Customer Journey - page 65 and onwards in the report

---

Customer Journey Canvas: Tourist’s Customer Journey on a Domestic Trip
Different stages of a journey (on a domestic trip in this case) are visualized in customer journey canvas. The canvas rests on the case studies on two target groups (women and families with children). What are their travel patterns, desires and obstacles in different stages of a trip? What channels are used to search for information and which devices are used at 62 different stages? What do they expect from e-services and what kind of touchpoints should tourism companies take into consideration when thinking about their customers’ service experiences? A lot of information is gathered, simplified, generalized and visualized in the canvas to show a holistic picture of a customer journey in tourism on one look. Of course details vary from customer to customer and from company to company, so the canvas is a general version and everybody can apply it how it best suits them.

---

Use the buttons below to find different available Customer Journey Canvas tools:

Custellence

This is Service Design

Onopia

Canvanizer

---

Visit the project web for CEL4ITM

See also Continuous e-Learning for Innovation in Tourism Management 
a project working 2018-2020 to create tools for Innovation in Tourism Management - #CEL4ITM
​Tourism plays an important role in Europe because of its economic and employment potential, as well as social and environmental impact. According to UNWTO, EU countries are among the major tourism destinations. Tourism also contributes to employment and economic growth, as well as to development of rural, peripheral or less-developed areas. The industry is among the major job creators especially for youth, women and low-qualified workers.