CO-OPERATION STRATEGIES ENHANCING THE INNOVATION IN NATURE-BASED TOURISM SERVICES

Nature-based tourism is rapidly growing industry sector providing new kinds of sources of livelihood to the rural areas to diversify the traditional economics. However, the level of innovations in nature tourism and recreation services has not been reported as very high. The innovations in nature-based tourism typically occur not as a result of specific innovation systems but rather “between” existing ones, and as a result of a more spontaneous, project-oriented cooperation of various actors. Therefore, in creating new ideas and opportunities, the role of key actors and co-operation partners is essential. The successful co-operation with the different stakeholder groups has found to have clear connections on the company’s business performance and in the long run the company must operate in such a way that the stakeholder groups are satisfied. To be able to combine all these different types of actors to cross-sectoral networks and co-operation is essential and it provides a big challenge especially in small and micro company level. This paper aims to illustrate by using 10 case studies around Europe (AUT, FIN, RO, SLO and Scotland), what kind of strategies small and micro size nature-based tourism companies have created in order to establish and maintain the critical co-operation with the main stakeholder groups effecting their business activities and social sustainability of companies. As a result two different strategies, business approach - and community approach -strategy were found. The results clearly highlight the important role of informal co-operation and co-operation networks in nature based tourism innovation process.