Collaborative approaches to destination design require conscious and reflexive stakeholder involvement in activities and decision making. Design science studies such participatory processes by observing design teams in practice. From these observations, scientists have identified design strategies and processes that design teams use to support their work in identifying problems and developing solutions. Observing design processes in tourism destinations provides an opportunity to identify successful co-design strategies for destination design. This study presents three key co-design strategies based on data collected from five living labs in five destinations. Each co-design strategy is presented with a recommended use, suggestions for stakeholder involvement, and activities to develop solutions efficiently and effectively with the available resources. Together, the strategies provide a framework to optimise decision-making in relation to shaping destination design processes, and to validate processes and outcomes.
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Co-creation as a concept and process has been prominent in both marketing and design research over the past ten years. Referring respectively to the active collaboration of firms with their stakeholders in value creation, or to the participation of design users in the design research process, there has arguably been little common discourse between these academic disciplines. This article seeks to redress this deficiency by connecting marketing and design research together—and particularly the concepts of co-creation and co-design—to advance theory and broaden the scope of applied research into the topic. It does this by elaborating the notion of the pop-up store as temporary place of consumer/user engagement, to build common ground for theory and experimentation in terms of allowing marketers insight into what is meaningful to consumers and in terms of facilitating co-design. The article describes two case studies, which outline how this can occur and concludes by proposing principles and an agenda for future marketing/design pop-up research. This is the peer reviewed version of the following article: Overdiek A. & Warnaby G. (2020), "Co-creation and co-design in pop-up stores: the intersection of marketing and design research?", Creativity & Innovation Management, Vol. 29, Issue S1, pp. 63-74, which has been published in final form at https://doi.org/10.1111/caim.12373. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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The context of a societal challenge provides insight into the complexity of the (eco-)system surrounding the current problematic situation: the environment, the stakeholders (including nature), the highlights and frustrations, the conflicts and dilemmas, and the opportunities for change. Why is this co-design session arranged? What problematic situation is encountered? Who (individual or group) took the initiative to act? Is there a specific reason to collaboratively start taking up this societal challenge? Does everyone in this session recognise the problematic situation? Why or why not?
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Het aantal winkelbezoekers loopt in Europa al jaren terug, vooral in economisch zwakkere regio’s. Dit geldt in het bijzonder voor ouderen, waarvan de verwachting is dat ze in de toekomst fysieke winkels nog meer de rug zullen toekeren. Om de winkelervaring te verbeteren, investeren winkeliers steeds meer in opkomende digitale technologieën zoals apps, interactieve en digitale schermen, sociale robots en zelfscankassa’s. Deze instore technologieën slaan vooral bij jongere klanten aan, oudere klanten blijken door hun beperkingen (o.a. zien, horen, mobiliteit, informatieverwerking en digitale vaardigheden) nog steeds veel barrières te ervaren bij het bezoek aan winkels en het gebruik van instore technologieën. Dit is niet alleen nadelig voor winkeliers omdat ouderen een substantieel, stijgend, en koopkrachtig deel van de bevolking vertegenwoordigen dat relatief trouw is aan regionale winkelgebieden, maar het zet ook de inclusie van ouderen in Europa onder druk omdat winkelbezoek bijdraagt aan hun sociale welbevinden. Met dit onderzoeksproject onderzoekt het nieuwe consortium van twee hogescholen en drie buitenlandse universiteiten hoe instore technologieën ouderen in Europa kunnen helpen bij het wegnemen van barrières om tot een goede winkelervaring te komen. Het project brengt de onderzoeksprogramma’s van het lectorenplatform Retail Innovation Platform (Hogeschool van Amsterdam, Hogeschool Saxion), de Retail en Marketingtechnologie groep (University of Bristol), de human-computer interaction groep (University of Calabria), en de engaging co-design research group (Aalto University) samen. Het project sluit aan bij nationale en Europese initiatieven zoals de Kennis- en Innovatieagenda Sleuteltechnologieën 2024-2027, The DIGITAL Europe Programme en de Strategy for the rights of persons with disabilities 2021-2030. Door de relaties tussen ouderen, opkomende digitale technologie, en winkelgedrag over verschillende Europese regio’s te onderzoeken, sluit het project tevens aan bij Interreg Europa en het Europees Fonds voor Regionale Ontwikkeling.