Green Tourism Platform for Behavior-Smart Adoption of Tech-Based Sustainability Solutions

Description

The goal of the project is development of a market-ready portfolio of behavior-smart journeys that leads travel businesses and destinations through an intuitive process of adopting smart greening solutions. The portfolio will be plugged into the BeSMART platform technology for operations.Key Activities are:Research & Categorisation: Comprehensive research to map existing technology-based solutions designed to measure and/ or improve the sustainability (green) performance of tourism companies and destinations. Solutions will be reviewed and categorised as per existing sub-segments and needs in the travel sector: accommodations, tour operators, restaurants and destinations. The aim is to identify at least 200 solutions.Develop Journeys: Based on the collection of solutions, the project team will develop the adoption journeys for each of the solutions. These journeys will be a step-by-step process that businesses will follow in the platform in order to: 1). integrate the greening solutions in their operations with maximum ease, and 2). undertake actions that strengthen the greening effect from the adopted technology with maximum effectiveness. The aim is to develop at least 30 journeys per stakeholder category.Test & Adapt: Pilot test a subset of the solutions and behavioral journeys with the Norwegian partner Up Norway and their local partners, representing the different stakeholder groups. This phase will include a series of tests to identify the ease of use and the greening impact after the successful completion of the journeys. The goal would be to test at least 3 journeys for each stakeholder group to ensure optimal design.Market-ready product: Digitalise the portfolio of all technology tools and their adoption journeys to prepare for migration onto the platform infrastructure. Within the Innovation Norway grant, the migration will be at a beta-website which will be ready for use through the promotional webpage & and the short promotional videos.

Summary of project results

The project aimed to address several pressing issues and challenges:

• Adoption of Greening Solutions: Tourism SMEs are eager to adopt greening solutions but are often pressured by immediate needs, such as the effects of the COVID-19 crisis, which may cause them to delay using the Green Tourism Platform service. The project offers basic and advanced service options to mitigate this risk.
• Awareness and Promotion: Ensuring the visibility and promotion of the Platform at different thematic public events to maintain client demand and expand the platform''s services and functionalities in line with market expectations.
• Project Coordination: The risk of inefficient coordination and lack of communication or unclear responsibilities between the two project partners, both of whom have prior working relationships, is minimized.
• Tech-Based Solutions Identification: Researching and mapping existing tech-based solutions designed to measure and/or improve sustainability performance may present challenges in specifying the relevant ones for the tourism industry.
• Platform Usability: Testing the Green Tourism Platform to ensure its services are easily accessible and user-friendly, particularly for low-skilled users.

Activities

• Phase 1: Research & Categorisation - Comprehensive research was conducted to map existing technology-based solutions designed to measure and improve the sustainability performance of tourism companies and destinations. The aim was to identify at least 200 solutions.
• Phase 2: Develop Journeys - Based on the collection of solutions, adoption journeys for each solution were developed. These journeys guide businesses in integrating greening solutions and undertaking actions to strengthen their sustainability performance. The goal was to develop at least 30 journeys per stakeholder category.
• Phase 3: Test & Adapt - Pilot testing of a subset of solutions and behavioural journeys was conducted with the Norwegian partner, Up Norway, and their local partners. The goal was to test at least 3 journeys for each stakeholder group.
• Phase 4: Market-ready Product - The portfolio of technology tools and adoption journeys was digitalised in preparation for migration onto the platform infrastructure. This included the development of a beta-website for use through a promotional webpage and short promotional videos.

Outputs

• Development of a market-ready portfolio of behaviour-smart journeys that lead travel businesses and destinations through the process of adopting smart greening solutions.
• Creation of 1 innovative technology/process/solution.
• Application of 1 innovative technology/process/solution.

Additionally, the project aimed to contribute to the competitiveness of the company, with expected outcomes including a significant increase in annual turnover and net operational profit by the end of 2024, as well as the creation of new jobs.

Outcomes and Impacts

The project achieved several substantial outcomes:

• Increased Competitiveness: The implementation of the project led to a remarkable estimated annual growth in turnover and net operational profit. This significant growth underscores the project''s success in enhancing the competitive edge of the involved entities.
• Job Creation: By the conclusion of 2024, the project successfully created one new job. This outcome not only demonstrates the project''s direct impact on employment but also its potential to contribute to economic growth and workforce development in the region.
• Innovation: Throughout the project''s timeline, one innovative technology/process/solution was developed and applied. This innovation is a testament to the project''s commitment to fostering creativity and advancing technological progress within the industry.

Beneficiaries

The primary beneficiaries of the project were:

• Behavior Smart Ltd: The company experienced enhanced competitiveness, improved profitability, and greater operational capabilities due to the development and application of innovative technologies. These advancements have positioned Behavior Smart Ltd as a leader in the industry, capable of driving further growth and innovation.
• Tourism Businesses and Destinations: These entities benefited significantly from the Green Tourism Platform, which provided them with the tools and support needed to adopt smart greening solutions. As a result, these businesses and destinations were able to improve their sustainability performance, attract more eco-conscious tourists, and enhance their overall market appeal.
• SMEs in the Tourism Industry: Small and medium-sized enterprises (SMEs) within the tourism sector gained access to valuable resources and techniques that facilitated their transition to more sustainable operations. This support not only helped them reduce their environmental impact but also enhanced their competitiveness and long-term viability in the market.

Overall, the project has had a profound impact on its beneficiaries, driving growth, innovation, and sustainability across the tourism industry.

Summary of bilateral results

The project "Green Tourism Platform for Behavior-Smart Adoption of Tech-Based Sustainability Solutions" fostered collaboration between two companies from Bulgaria and Norway, Behavior Smart Ltd. and Up Norway AS. The bilateral partnership was effective due to their prior working relationship, which ensured smooth project implementation and execution. Post-project, both companies were expected to continue promoting and assisting the platform users, strengthening bilateral cooperation between Bulgaria and Norway.