The paper discusses strategies and findings from an explorative R&D project: a transition theory-inspired research and development effort to green the tourism trade by niche formation. The paper analyses part of this transition effort in mobilizing organic farmers to become involved as niche agents, where we focus on experience-economic design for gaining economic benefits and cultural learning. The paper builds on 4 years of R&D efforts striving for experience-oriented innovations in the tourism trade by strategic formation of an environmental tourism niche on a regional arena in Denmark. This is done along the tourism chain from tour operators abroad, incoming bureaus, national and regional tourism organizations to local eco-destinations, such as organic farmers. From our R&D project and experience economy literature, we identify the key elements in an instructive organic experience. To do this, we reflect upon designing or staging eco-experiences in a way that may enhance learning, and we identify other positive outcomes that can motivate others to go in the same direction. Finally, we reflect on the results and challenges in forming the niche strategy within tourism, and for the organic farmers to improve the experience economy and carry out the green experience concepts.
Acta Agriculturae Scandinavica. Section B. Soil and Plant Science, 2013, Vol 63, Issue sup1, p. 85-93