Values and concern: Drivers of innovation in experience-based tourism

Whale-watching companies in Iceland and Norway has been studied to gain insight into drivers of innovation in experience-based tourism. Photo: Marten Bril
Whale-watching companies in Iceland and Norway has been studied to gain insight into drivers of innovation in experience-based tourism. Photo: Marten Bril

Researchers Hindertje Hoarau-Heemstra and Dorthe Eide from the Northern InSights Project discuss the role of values and concern as drivers of innovation in tourism, in an article recently published in Tourism and Hospitality Research.

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