Verslag van een experiment om meer grip te krijgen op het keuzegedrag van toeristen als het gaat om bezoek aan binnensteden.
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Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
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A large council building in Leicester, its central HQ called City Hall, aims to link on site renewable energy (PV) generation to electric vehicles (EVs) used by the Council staff. Leicester City Hall based staff are utilising four EVs for their work and charging these, when possible, from local renewable energy (PV) generation. This study presents the analysis of the use of four such EVs and their charging profiles that take place at the City Hall.
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The impacts of tourism on destinations and the perceptions of local communities have been a major concern both for the industry and research in the past decades. However, tourism planning has been mainly focused on traditions that promote the increase of tourism without taking under consideration the wellbeing of both residents and visitors. To develop a more sustainable tourism model, the inclusion of local residents in tourism decision-making is vital. However, this is not always possible due to structural, economic and socio-cultural restrictions that residents face resulting to their disempowerment. This study aims to explore and interpret the formal processes around tourism decision-making and community empowerment in urban settings. The research proposes a comparative study of three urban destinations in Europe (The Hague in the Netherlands, San Sebastian in Spain and, Ioannina in Greece) that experience similar degree of tourism growth. The proposed study will use a design-based approach in order to understand tourism decision-making and what empowers or disempowers community participation within the destinations. Based on the findings of primary and secondary data, a community empowerment model will be applied in one the destinations as a pilot for resident engagement in tourism planning. The evaluation of the pilot will allow for an optimized model to be created with implications for tourism planning at a local level that can contribute to sustainable destinations that safeguard the interests of local residents and tourists.
Het Hanze Innovation Traineeship Pilot project is geïnitieerd op de Hanzehogeschool Groningen door drie onderzoeksgroepen (lectoraten) die zijn ingebed in het Marian van Os Centre of Expertise Ondernemen (CoEO). De trainees worden gecoacht in een Community of Learners en begeleid door een diverse groep van onderzoekers van de volgende onderzoeksgroepen van de Hanzehogeschool Groningen: (1) International Business, (2) Marketing/Marktgericht Ondernemen en (3) User-Centered Design. Het doel van het programma is om regionale MKBs in Noord-Nederland te ondersteunen om duurzaam te innoveren met de hulp en ondersteuning van trainees en onderzoekers van de drie onderzoeksgroepen. De trainees worden begeleid bij het ontwikkelen en implementeren van een door onderzoek ondersteunde innovatie tijdens een afstudeerproject en een 12-maanden durende traineeship bij het bedrijf. Bij de start van het programma ondergaan de MKBs een innovatie-gezondheids-check die wordt herhaald nadat de traineeship is afgerond. Over het algemeen zouden de bedrijven hun bedrijfsprestaties en innovatiecapaciteit moeten kunnen verbeteren door middel van het programma. Verder zal de onderzoekssamenwerking tussen de onderzoeksgroepen van de Hanzehogeschool en de MKBs leiden tot een beter inzicht in innovatiebarrières en succesfactoren. De opgedane kennis over regionale MKB-innovatie zal in alle sectoren en industrieën worden geprojecteerd. De uiteindelijke projectresultaten zullen dienen voor het besluitvormingsproces van toekomstige innovatie traineeship programma's
The aim of the innovation traineeship program is to support regional SMEs in the North of the Netherlands to sustainably innovate with the help and support of trainees and researchers of the Hanzehogeschool. The trainees will be guided to develop and implement a research-informed innovation during an internship and a year-long traineeship at the company. The innovation traineeship program is initiated at the Hanze UAS by three research groups (lectoraten) who are embedded in the Marian van Os Center of Expertise Ondernemen (CoEO). The trainees will be coached in a Community of Learners and guided by a diverse group of researchers from the following Hanze UAS research groups: • International Business • Marketing (Marklinq) • Digitalisation (comprised of the research groups User-Centered Design & New Business & ICT) Key-objectives of the project: 1. Measure SME innovation capacity throughout the project period by applying the Innovation Health Check from Enterprise Europe Network ; 2. Identify suitable topics for the participating SME to collaborate on with the research groups; 3. Develop and implement selected innovation(s) with the trainee and accompanying researchers; 4. Understand innovation barriers and provide tools to overcome them; 5. Train trainees in innovation development and applied research; 6. Create an innovation network of regional SMEs; 7. Develop long-term relationships with regional SMEs; 8. Enhance awareness of regional innovations, best-practices, opportunities and barriers, through the dissemination of case studies and workshops; 9. Generalise knowledge for overarching themes, sectors, and industries; 10. Provide input for the development of sustainable Innovation traineeships for the whole of the Netherlands. The project plan explains more in the detail the context, the need articulation, network creation, monitoring and management of the project.
Centre of Expertise, part of Hanze