Chapter 11 The importance of interactions and networks in the nature-based tourism industry
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Nature-based tourism (NBT) firms are commercial actors that meet the demand for experiences in nature by activating resources. In this process, interactions with other actors and stakeholders are important. In this chapter, we investigate NBT firms' interactions and identify outcomes of the interactions. The empirical basis comprises semi-structured interviews with managers of 24 NBT firms in three tourism areas in Norway. Our study reveals that interactions with other tourism firms, customers, local groups and organisations benefit product development and deliveries, customer relations, capability development, and network connections. However, interactions are costly in terms of time and resources. Managers must therefore consider the extent and the form of interaction. For example, the importance of interaction may vary with the phase of the business development and firm size. Local culture, business traditions and the existence of local tourism organisations also influence the significance and potentials for interactions.

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