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issn 1822 – 8402 european integration studies. 2009. no 3
THEoRETICAL poSSIBILITIES of EXpRESSIoN of innovation in
TouRISM SECToR:
the case of scotland and slovenia
Rasa Daugėlienė
Andrius Brundza
Kaunas University of Technology,
Institute of Europe
Abstract
Tourism is one of the largest and most perspective branches in the world economy. European union (Eu)
ranks as first in the world and accounts 57, 8 percent of the world tourism market due to its unique tourist’s
objects and products differentiation as well as cultural and historical distinction of each country. Enlargement
of Eu extended markets and range of tourism services, thereby Eu tourism sector went in higher and more
sophisticated level of competition. Expanded tourism market provides together threats and opportunities
for members of Eu. To turn threats to opportunities is important to form tourism sector in innovative and
effective way, to employ innovative methods and knowledge. Thus could secure tourism sector tight competitive
positions in world economy, to encourage development of the member’s infrastructure.
fast changing market’s environment is causing the specific requirements for countries towards development
of tourism sector. However there is lack of findings how innovative initiatives and activities displays in tourism
sector of Eu countries. The formed preconditions allow revealing scientific research problem of this article:
how entrepreneurial characteristics reflect in Slovenia and Scotland tourism sectors? The aim of the article
is to highlight reflections of entrepreneurship characteristics in tourism sector, trying to determine level of
innovation in tourism sectors of Slovenia and Scotland.
There were systemized approaches of tourism system and models, as well as perception of innovation was
developed in the article. As the conclusion of this analysis model of tourism system and perception of innovation
were highlighted and explained. Seeking to solve scientific problem and to reach the aim, entrepreneurship
characteristics were crystallized in the article. The article stresses that the main elements of innovative
tourism sector are proactivity, dynamism, creativity and social responsibility. As it is highlighted in the article,
handling of mentioned features in various ways could signally promote development and growth of tourism
sector. Hypothetical model of tourism sector based on innovation was presented and explained. Analyzing
of the good practice in tourism sector of chosen Eu countries – Scotland and Slovenia, there were pointed
the main aspects and the key factors, building tourism sector based on innovations. Matrix of comparison of
entrepreneurship characteristics of chosen Eu members was presented. There were analyzed differences of
innovative features in different states in order to form comparable model of innovative features, observable
in Slovenia and Scotland. Conception of formed model allows applying it as a case of good adaptable practice.
Innovative development of tourism sector could be significant step towards stable expansion of Eu, social
cohesion, creation of knowledge based society.
Keywords:
Tourism sector, tourism system, innovations, entrepreneurship, entrepreneurship characteristics.
Introduction
Tourism is one of most important economic sectors in
case of effective and sustainable building of EU. Tourism
sector efficient contributes social cohesion of Europe 1.
Researches of scientists (Shackley, 2007; Page, Connel,
2006; Cooper, 2006; Troobof, 1995; Goeldner, 2003;
Fletcher, 2006; Holden, 2003; Svetikienė, 2002; Grebel,
2004; Gilmore, 2003; Laws, 2003; Seaton, Lenehan,
Harrington, Langer, 1996) proved that tourism sector
is resistant to negative changes of economic situation,
because market orients toward cheaper consumption
during the economic crisis. In that way, tourism sector
warrants economic and social stability of the state.
1 European Committee of economics and social science
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177
Tourism sector is not just profitable and economically
essential in case of EU formation, but either closely
concerned with many other facets of economy and
socioeconomic environment. Tourism weighty
contributes to social cohesion, increase of employment,
stable development. Tourism sector plays essential role
in integration process of EU. Tourism sector of EU have
strong positions considering of high competition in
global market and is warrant of stability.
Enlargement of EU extended markets and range of
tourism services, thereby competition among corporations
in tourism sector increased either. Companies of tourism
sector needs to assume measures to reinforce positions of
tourism sector, of EU in global market. One of manner’s
to reach this goal is use of innovative instrumentality and
methods.
Scotland and Slovenia are states, where tourism
sectors and tourism services are formed in innovative
and effective way. This way secure Scotland and
Slovenia tourism sectors durable competitive position
in context of EU. Moreover, such movements help to
assimilate economic and social benefits, what significant
faces in society needs. Good practice and experience of
tourism sectors of Scotland and Slovenia is solid pattern
on purpose to improve less developed tourism sector.
Either mentioned way generates potential guideline to
shape comparable model of adaptable good practice.
Such model is based on effective exploitation of tourism
potential, expansion of services variety, implementation
of innovative services and increase of competitiveness.
Considering above mentioned aspects the research
problem being solved in this article should be
constructed: how it is possible to highlight the expression
of innovation in tourism sector?
The object of the research is the expression of
innovation in tourism sector.
The aim of the article is to highlight the possibilities
of expression of innovation in tourism sector, trying to
construct comparable model of good practice, based on
innovative and entrepreneurship experience of Slovenian
and Scotland tourism sectors. To achieve this aim three
tasks are to be solved:
To highlight innovation characteristics in tourism
sector.
To execute analysis of innovation characteristics
in tourism sectors of Scotland and Slovenia.
To compose patterns what can be used as
comparable model.
Theoretical analysis of the scientific works, and
practical papers in this field was taken as the research
method.
Theoretical analysis of expression of innovation
characteristics in tourism sector
Tourism is human activity which encompasses human
behavior, use of resources and interaction with people,
societies, economies and environments (Holden, 2003).
Main aim of tourism as part of business pattern
(Seaton, Lenehan, Harrington, Langer, 1996) is to satisfy
wants of tourists. Tourism is a sophisticated system
where tourists, geographical elements, business subjects
of tourism are integrated and forced to interact with
miscellaneous environment. Such conception of tourism,
have economical reflection, because of involvement of
business subjects.
Conception of tourism is based on economical
characteristics as follows (Jusčius, 2001): tourism is
based on humans needs to travel in various routes; tourism
always consist two basic principles: travel to the desired
destination and stay; travel means departure from country
or region, where tourists permanently lives; tourism is
temporary movement of individuals, who are using tour
(subsequently tourist come back to the native residential
place). These tourism describing characteristics are
closely integrated with business layers and compose a
system, where tourism product is on offer.
The fact that a tourism product is analyzed as en
economic category is determined by various reasons
(Jusčius, 2001): tourism product is a trade object; its
consumption provides certain social and economic
benefit; due to the supply and demand of tourism product,
and the specific character of the elasticity of demand
and supply. To highlight economical aspect of tourism
product, this phenomenon could be realizable in two
different ways: as package of services and as combined
package of services and material goods.
How to define conception of service? Langvinienė
(2005) characterize service as assistance, favor, gain.
Service is defined also as that, what could be buyable
and saleable, but is not substantial (Vengrienė, 1998).
According to Gilmore (2003) service is outcome of
economically valuable activity, transformed into two
different shapes – good‘s and (or) activity’s. Service is
also conceptualized as multi-staged phenomenon: service
is an activity, which meets the requirements of consumers
and its consequences don‘t contain tangible benefit;
key factors are supplier and consumer, independent
participants of this process (Vengrienė, 1998). According
Svetikienė (2002) service is an item, when production
and consumption proceeds simultaneously; purport and
quality of item depends on provider of services, consumer
and other circumstances.
Summarizing statements mentioned above, there were
crystallized fundamental features of service, coherent to
economical perception: activity reflected in trade (buy/
sale); results of activity meets requirements of consumers
(they are independent); it could have tangible (goods)
and intangible shapes.
Tourism product is whole of goods and services,
which should meet consumer’s requirements all tour long
(Page, Connel, 2006). More extensive tourism product
is defined according Svetikienė (2002) – tour comprised
ISSN 1822-8402 EUROPEAN INTEGRATION STUDIES. 2009. No 3
178
of package of services, wherein tour consist of tourism
resources (sights of nature, culture, history and etc.) and
services of tourism industry. Combination of mentioned
conceptions highlights versatility of tourism product.
Page, Connel (2006) notes that tourism product consist
of 3 elements: tour, tourist services and goods. Important
to perceive that tourism product should meet all the
requirements of consumer substantially, not separate.
As a consequence of scientific literature analysis there
was definition of tourism product crystallized: tourism
product – is a package of products and services, which
is provided by service provider for consumer (tourist), to
meet his requirements during tour.
Tourism system. Tourism is complicated, abstruse
and rapid developing system, which make influence on
various industries. Tourism is business and provides
specific services for tourists. It is branch of industry,
comprised of various branches and various activities,
which provides tourists services (Bagdzevičienė, 2001).
Hopenienė (2005) focuses on more business orientated
approach: tourism is complicated social-economical
system, where strong point is multibranchional
complex set, within activities of tourism organizations
and intermediaries; pointful management generates
presumption of formation of differential tourism products
for particular markets and consumers. Holden (2003)
similarly highlights social feature of tourism system –
important to perceive tourism as a system, where
business organizations, tourists, as well as societies and
environment are incorporated.
In conformity with Svetiekienė (2002) tourism system
is interpreted as a system of elements which are essential
for effective functioning of it. They are:
Tourism subject – tourist – who travels in host
country or abroad and have specific needs:
cognitive, professional, business, ethnic, cultural,
recreational and etc. He stays for one night out.
Tourism object – tourism companies, who provides
various services, as tour organization, hospitality,
transportation, information and meets other needs
of tourists.
Environment of tourism surroundings: natural
and cultural resources, social, economy and
administrative issues.
Laws (2003) presented the tourism system where
heightened environmental perspective is included
(Holden, 2003). Laws (2003) model incorporates a
range of different elements which together form the
tourism system. Important inputs to the system from an
environmental perspective include natural and human
resources, the use of which are encouraged by both
consumer demand in the market system for tourism, and
government policy aimed at increasing entrepreneurial
activity and inward investment in the sector. Within the
overall system, three distinct subsystems are recognizable,
all of which overlap and are interrelated. Incorporated
in the subsystems are the businesses that have been
developed to cater primarily for tourists, such as tour
operators, international hotel companies, global airlines,
and locally owned tourism enterprises. The outputs of the
system suggest that tourism will bring environmental and
cultural changes. These changes illustrate the dichotomy
of tourism in the sense that they can be either positive
or negative. Tourism can both conserve and pollute
physical environment, whilst it can also bring positive
and negative cultural changes, such as employment
opportunities for woman or result in woman being
forced into prostitution. Similarly it can create economic
opportunities for communities but also can result in an
economic overdependence on tourism and encourage
price inflation. Another output of the system, which is
essential for ensuring the profits of enterprises based
upon tourism and helping to secure the economic benefits
desired by governments, is tourism satisfaction (Holden,
2003). Economic, technological and political changes
can also influence tourism by making it accessible to a
wider proportion of the population. For instance, rising
levels of disposable income, longer holidays, and greater
political freedoms will all encourage travel. Media and
information technology developments have made more
information and images available about potential tourism
destinations. Increasing access to, and use of, computers
means it is possible to book airlines seats and holidays
directly from the computer, facilitating travel (Holden,
2003).
In models of Laws (2003) and Svetikienė (2002)
tourism systems clearly are highlighted subsystems and
influence of the environments. Though Laws (2003) do
not crystallize subject and object of the tourism system,
what are basic elements of system. Several shifts and
adaptation of systems from other scientists (Goeldner,
2003; Fletcher, 2006; Damulienė, 2003) were made and
new hypothetical model of tourism system was designed.
Model of tourism system is presented in Fig. 1.
Providers of tourism services consist of two
subsystems: transport and hospitality. Transport
subsystem is comprised of entire units, who are related to
carriage of passengers in three ways: water-, land- and air
transportation. Such subsystems are vital to generate and
meet all needs of tourists. Tourism retailing subsystem,
composed of travel intermediaries, is mediate link between
providers of services and tourists. It links providers of
tourism services with final consumer. Mentioned services
could be provided directly to the customer, bypass
services of intermediaries. While services of private
and public sectors, maintain activities of mentioned
subsystems. To conclude, according Hopenienė (2002),
system of tourism business is network of collaboration,
where independent, closely related tourism business units
compete. According Jusčius (2001) tourism as business
consists of tourist profile organizations (hotels, catering,
tourism enterprises and etc.).
ISSN 1822-8402 EUROPEAN INTEGRATION STUDIES. 2009. No 3
179
Transport
subsystem
Global airlines
Locally owned bus
and car companies
Water
transportation
Tourism retailing
subsystem
Travel intermediaries:
agents and operators
T
o
u
r
i
s
t
s
Supporting services of private sector
Guide services; travel insurance and financial
services; organization of travels; services of
information and publishing; private scholastic
institutions.
Supporting services of public sector
Infrastructure e.g. roads and airports;
Regional and national tourism organizations;
Institutions of education; Institutions of national parks
and culture objects; Architectural and historical
monuments; Passports/visas issue services.
P
ro
vi
de
rs
o
f s
er
vi
ce
s
Hospitality
subsystem
Hotels,
guest houses,
sanatoriums, holiday
camps, agro
tourism, power
supply,
recreational
facilities, events
fig. 1. Hypothetical model of tourism system
(adapted according to Goeldner (2003); Fletcher (2006); Holden (2003); Damulienė (2003); Svetikienė (2002))
Innovation (entrepreneurship) characteristics.
Innovation is a process, driven by innovative solutions,
or development and adaptation of existing for modern
preserves. According Grebel (2004) innovation it
is novelty, implementation of recency, renewal,
transformation. Innovation (Martinkus, 2006) is integrated
creation, development, global distribution and effective
usage of innovations in various fields. The main, specific
elements and essential features of innovations are:
Generation of new ideas;
Implementation of ideas in creature process of
items and services;
Innovations are a key factor to emerge in economics
employment and competitive ability.
Tourism, as industry, is preferable to perception of
innovation, where this phenomenon is defined as creation
of new products, installation of new technologies,
preparation of organization and methods of modus
operandi. According Fache (2000) innovation is whole
of technological transformation, where completely new
methods or inputs are used for creation of new services
and products. Innovation is a phenomenon consists of
generation of new ideas and their shift to new products,
services, process, what could be an impulse for dynamic
growth of economy and employment (Jones, 2003).
Innovation without marked and useful success on market
cannot be named innovation (Cumming, 1998). Proper
definition correlated with tourism system, in case to create
tourism system based on innovative features, is proposed
by Ahmed (1998) – even if innovation cannot be touched,
heard or examined, it will be always perceptible.
Dynamism is one feature related to phenomenon of
innovation according to Kri čiūnas (2007). Dynamism
is connected with agility, variability, and efficiency of
entrepreneurial enterprises transferring and using new
knowledge. Dynamism of business may be described
as such category as business mobility, which is business
potency to change, to renew, to change the forms and
spheres, to develop and to be more effective.
Social responsibility of the organization enforces the
representatives of business to be responsible for their
activity and made decisions. Society wants business to
be social responsible and many business organizations
schedule social aims in their activity. An organization
must be responsible for making decisions of social,
global and ecologic problems (Kri čiūnas, 2007).
Though there is no single accepted definition of
innovation phenomenon, it could be consistent pattern
and common features defined. Innovation is perceived
as new, creative mentation, designed for changes. It is
an attempt to shift “status quo” with improved, efficient,
modernizing vision of the future. Phenomenon must be
in lead by success. Other vital features of innovation are
efficiency, utility, and meet of consumer requirements,
social responsibility and dynamism.
Innovation in business sector creates activity
named entrepreneurship. Morrison (2006) defines this
phenomenon as process of mixed multidiscipline and
dynamic factors, where particular combinations are
reliant to characteristics, competence and abilities of
entrepreneur and surrounding environment. Schumpeter
(1998) highlighted key factor of entrepreneurship –
innovation. According Schumpeter (1998) innovation is
one of most difficult goal for entrepreneur. Attention was
paid to efficiency of production; task for entrepreneurs is
to develop engine of effective production process. Such
perception highlights novelty and innovation, what are
integral parts of entrepreneurship. Disclosed linkages are
a key to point an importance of innovation in economy
and their occasions to develop.
Freel (2003) notice, that success of entrepreneur is
based on factors as follows:
he have vision of the future, what could occur;
he knows how to introduce himself and his ideas;
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180
he recognizes his advantages and weaknesses, and
hidden talent.
Entrepreneurship is a process, when individuals seek
to use occasions at the maximum, even if they don’t have
enough resources in the mean time (Timmons, 1990).
As a consequence of what was mentioned above
there were crystallized 4 features of innovation
(entrepreneurship) - assuming the risk, creativity,
independence, and reward.
Recently, noticeable changes in global tourism sector
force its units to specialize their activities. Though the
rapid development of technologies and globalisation
customers of tourism sector are more informed and
sophisticated. Thus provides greater opportunities for
customers in negotiation with providers of tourism
services. Therefore tourism sector necessarily must
transform its profile in cooperation with innovations, e.g.
design of new products, services, dvelopment of modern
presentation methods of country and etc. Essential
features of innovative tourism sector for effective
functioning are (Fig. 2):
Proactive activities, generation and implementation
of modern ideas in tourism sector e.g. at business
and at national level. New and risky ventures,
events, projects and other activities are pointed to
promote creation and spread of tourism product;
Creativity on purpose to diversify tourism product
and his principles;
Social responsibility, where dialogue between
tourism sector and society is important, on
purpose to assume responsibility and obligations
of prosecuted activities and their results;
Dynamism, what is knowable from accelerated
potency of changes, renewal, development,
efficiency.
Innovation
(entrepreneurship )
characteristics in
tourism sector
Proactivity
Dynamism
Creativity
Social
responsibility
Fig. 2. Entrepreneurship characteristics in tourism
sector
Reflection of innovation characteristics in
tourism sectors of Scotland and Slovenia
In the above presented chapter there were highlighted
4 innovative features, shaped for tourism sector.
Appliance of mentioned characteristics in tourism sector
is vital, keeping in mind constantly global changes of
economical conditions, on purpose to restructure tourism
sector in various ways. Often an implementation of this
goal is based on innovation, progressive ideas, modern
methods and instrumentality. It is important to stress
that all countries differ markedly in different fields and
that should be calculated analyzing particular cases. To
achieve goal of research - crystallize main reflections of
innovations in Scotland and Slovenian tourism sectors,
review of innovative features of tourism sectors in
mentioned countries will be performed.
Innovation (entrepreneurship) characteristics of
Scotland tourism sector. The Tourism Innovation Group2
(TIG), formed in 2002, is a private-sector led group,
which aims to stimulate tourism operators into taking
action to add to the quality, scope and success of tourism
businesses, improving Scotland’s competitiveness in
tourism markets. TIG comprises an active membership
of over fifty businesses, representing a cross-section of
tourism operators and entrepreneurs. Main goal of TIG is
development of competitive abilities of Scotland tourism
sector worldwide. To achieve this goal, innovative and
effective cooperation between diverse market shares,
by assuming responsibility, is the main task. TIG seeks
to stimulate stable development of tourism business,
worldwide. TIG is a tourism cluster, where diffusion
of good practices appears. An outcome of cluster’s
activities is rise and spread of high quality commodities
and services. TIG is funded by key stakeholders in the
Scottish tourism sector:
Scottish Enterprise, main agency of economic
development;
Highlands & Islands Enterprise; offers
miscellaneous assistance for business start up,
or business improvement, via consultations,
e-business solutions and other innovative actions;
VisitScotland, main website of National Scotland
tourism organization; provides information about
events and topicality of tourism sector.
TIG aims to innovative, to collaborate and grow the
tourism economy. Essential tasks could be highlighted:
identification of strategic problems; stimulation of
innovations in industry; incubation, preparation and
implementation of specific projects; maintenance of
innovations in public sector/industry; organization of
meetings, discussions, events in public-business level,
on purpose to support diffusion of knowledge and good
practice.
Through active and modern activities of TIG in
economical system, tourism sector of Scotland is
constantly under the renewal, while innovative ideas are
successfully implemented.
Reflections of innovative features in tourism sector
of Slovenia. Main organization, which coordinates and
supervises tourism sector in Slovenia is Directorate for
Tourism3. It operates as independent directorate within
2 Tourism innovation group [online]: <http://www.touris-
minnovation.com/index.html>.
3 Slovenian Directorate for Tourism [online]: <http://www.
mg.gov.si/>.
ISSN 1822-8402 EUROPEAN INTEGRATION STUDIES. 2009. No 3
181
the Ministry of the Economy. The Directorate has two
parts: Tourism Development and Promotion Division and
Division for Investment Policy and Business Environment
Development. Main areas of work are: participation
in international organizations and groups in the field of
tourism; guiding and participating in the development of
a favorable business environment for the development
of tourism and catering; preparation and coordination of
the production of analyses, reports, information and other
material in the field of investment policy and business
environment development. Development Plan and Policies
of Slovenian Tourism in 2007–2011 is basic strategic
document of Slovenian tourism system. During this
strategic period, the basic strategy aims at strengthening
mutual links and cooperation in common planning,
designing and marketing Slovenian tourism according to
principles of public-private partnership at all levels, from
local to national, and at strengthening excellence in all
fields and at all levels of Slovenian tourism.
Slovenian Tourist Board4 (STB) is non-governmental
organization. STB is a major national tourist organization
for: planning and performing the promotion of Slovenia
as a tourist destination; linking the existing products
and programmes of national importance and advancing
the progress of new ones; establishment of the integral
tourist information infrastructure; executing research and
development work. Whole of representative information
about Slovenia is presented in official website in two
poles: on one pole – tourist information, e.g. tourist
attractions, catering and etc.; on second pole – business
information. Such system enables entrepreneurs fast to
find proper information about conditions of Slovenian
tourism sector and business possibilities, for instance,
segments about research and development, where
information about market research, statistical data,
tourism marketing of Slovenia is presented.
National Tourist Association5 (NTA) plays essential
role in Slovenian tourism system. The main aim of
NTA is to promote tourism in Slovenia as its strategic
developmental opportunity. The Association performs
activities of public interest in Slovenia and abroad.
Members of NTA are companies, organizations and
individuals that have applied for membership of their
own free will and are directly or indirectly engaged
in tourism. NTA members include: over 100 leading
Slovene companies operating in the field of tourism;
over 200 renowned individual members; a number of
collective members – tourist societies, agencies, hotels,
casinos, ski lift and cable car operators, farmers who
offer tourist accommodation, managers and caretakers
of points of interest including caves, castles, caterers,
private innkeepers and professional colleges and high
and schools for catering and hotel trade.
4 Slovenian Tourist Board [online]: <http://www.slovenia.
info/>.
5 National tourist association [online]: <http://www.ntz-nta.si/>.
International Tourism Institute (ITI) provides
services of professional research work in the field of
tourism. ITI develops research methods, implements
programmes of tourism statistics, analyses economic
and social problems and brings scientific, professional
approach of treating problems in tourism into force. The
Institute develops education and training programmes in
tourism, collects professional literature and statistic data
and strengthens international scientific and professional
cooperation in tourism. The main fields of work: basic
and methodological research; international development
projects and strategies in the field of tourism, tourism and
cultural development, education, the use of alternative
sources of energy, and the use of information technology
in tourism; marketing strategies and analyses and
entrepreneurial counseling, Slovene national projects
and development strategies for tourist destinations;
promoting high-quality excellence in tourism.
Marketing agency Polikons Ltd. is a sample of ITI
activities. While marketing, together with information,
communication and promotion assistance is prevailing in
tourism to assure the right position, market enforcement
and successful selling, Polikons Ltd. implements such
kind of projects. Main activities of Polikons Ltd. are
projects of strategic and executive marketing, planning,
and market positioning and trading of integral tourist
programmes, establishment and activity of consortiums,
target actions of market communications, development
of guest relations and programmes of internet
communication. Mostly the projects are of national
importance. Local and foreign experts cooperate at these
projects with their knowledge, international experiences
and up-to date technical support.
The Tourist Association of Slovenia6 (TAS) is voluntary,
nonprofits, and interest based, non-governmental and
non-political national association, consists of tourist
societies, municipality and regional unions and other
associations, junior tourist societies, tourist information
centers. The goal of the TAS is to take active part in
tourism, together with the private and public sector and
to maintain its position as an equal partner. The activities
of the TAS help the national tourism to be effective,
the GDP growth, public awareness and promotion of
Slovenia as the green oasis of Europe.
The TAS holds regular staff meetings, press
conferences, counseling, workshops, festivals,
evaluations, round tables, forums, polls and lectures,
seminars, and other forms of education. The TAS works
hand in hand with the Ministry of Economics and other
ministries, the Chamber of Commerce of Slovenia.
Takes active part in the Council of the RS Government
for Tourism and collaborates with the Parliament of
Slovenia.
6 Tourist association of Slovenia [online]: <http://www.
turisticna-zveza.si/english.php>.
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182
Results of executed analysis and review of
procedures, principles, activities and initiatives within
tourism sectors of Scotland and Slovenia compose
background of exertion of innovative features. Whole in
previous chapter highlighted innovative features reflects
in both countries.
formation of model of good tourism sector
practice
Analysis of Scotland and Slovenia tourism sectors
exposed, that either is based on innovative features
and activities. It could be stressed that there are tight
linkages between both countries - innovative elements
observable in both tourism sectors. Basic common points
of proactivity are: spread of innovative knowledge,
effective system of good practice exchange, public-
private partnership. Creativity, as innovative feature,
reflects in following common ways: promotion to develop
innovative tourism products and services, research
and analysis of tourism market, creation of interactive
guides and strategic programmes. Dynamism appears in
both states in such common forms: quality development
of tourism products and services, development and
appliance of modern technologies in tourism sector,
fast system of information distribution. Preservation
of natural resources and nature, establishment of eco-
friendly business, creation of “green” tourism products
and services, development of public-private networks
are main general factors how social responsibility is
implemented in Scotland and Slovenia.
Summarizing statements mentioned above, resume
of provided analysis of reflection of entrepreneurship
characteristics in Scotland and Slovenia tourism sectors
is presented in Table 1. Presented model is a key factor
not only to compare exertion of innovative features of
Scotland and Slovenia, but either can be used as a model
of good adaptable practice.
Table 1. Comparable model of innovations’ features of Slovenia and Scotland tourism sectors
Slovenia Scotland
Innovative
features
Ways of innovative features
reflection
Supervisor Ways of innovative features reflection Supervisor
Proactivity • Process of clusters formation;
• Collaboration in tourism sector;
• Interchange of good practice;
• Search for international partners;
• Tourism
Directorate;
• National Tourist
Association;
• Slovenian
Tourist Board;
• Share of innovative knowledge;
• Collaboration of business and public
sectors;
• Takeover and share of good practice;
• Tourism
Innovation
Group;
Creativity • Development of tourism services
and commodities;
• Market research and analysis;
• Creation of national strategic
programmes;
• International
Tourism
Institute;
• Polikons Ltd.;
• Creation of interactive guides;
• Maintenance of innovations;
• Stimulation of innovations;
• Tourism
Innovation
Group;
Dynamism • Adaptation of international standarts
and criterions;
• Development of tourism business
and modern technologies;
• Development of high quality
tourism services and commodities;
• National Tourist
Association;
• Tourist business
units;
• Quick and instant system of information
distribution;
• Contenplation of innovative ideas and
support of their share;
• Tourism
Innovation
Group;
Social
responsibility
• Solution of global, ecological,
social problems;
• Creation of environment friendly
commodities and services;
• Preservation of clear and pure
nature;
• Tourist
Association of
Slovenia;
• Establishment of stable social networks
between societies and business units;
• Creation of environment friendly
services and commodities;
• stablishment of environment friendly
business;
• Tourism
Innovation
Group;
Conclusions
There were systemized interpretations of tourism
system conceptions. Innovative features were
highlighted. Independence, satisfy a tourist wants,
multiplex linkages between tourism business units are
core elements of innovative tourism sector. Crystallized
innovative features are: proactivity, what is perceived
as generation and implementation of modern ideas, new
and risky ventures, events, projects and other activities;
dynamism what is knowable from accelerated potency of
changes, renewal, development, efficiency; creativity on
purpose to diversify tourism product and his principles;
social responsibility, where key factor is to create
dialogue between tourism sector and society. National
tourism system should be developed and based on use
of mentioned innovative features, on purpose to enhance
their positions of competition in EU and global markets,
and adapt to fast developing economic conditions.
Analysis of Scotland and Slovenia tourism sectors
exposed, that either is based on innovative features
and activities: spread of innovative knowledge,
effective system of good practice exchange, public-
private partnership (proactivity); promotion to develop
ISSN 1822-8402 EUROPEAN INTEGRATION STUDIES. 2009. No 3
183
innovative tourism products and services, research
and analysis of tourism market, creation of interactive
guides and strategic programmes (creativity); quality
development of tourism products and services,
development and appliance of modern technologies in
tourism sector, fast system of information distribution
(dynamism); preservation of natural resources and
nature, establishment of eco-friendly business, creation
of “green” tourism products and services, development
of social public-private networks (social responsibility).
From presented findings were formed comparable model
of reflection of innovative features in tourism sectors
of Scotland and Slovenia. This pattern could be used as
model of good practice.
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The article has been reviewed.
Received in March, 2009; accepted in April, 2009