Tourism Yield for Norway

Tourism businesses must achieve better returns on investment. Without improved profitability, tourism businesses will not be able to re-invest to maintain or improve the quality of their product, or make the sector more attractive for employees in an incr easingly competitive labour market. Growing both expenditure per visitor, and yield for individual businesses through the value they obtain from each visitor, is essential. Growth in visitor numbers is necessary, but secondary to a focus on yield. Moving beyond competition based solely on price and focusing on increasing yield makes tourism businesses more successful so they can deliver long term sustainable products and experiences. The project intends to take advantage of the ongoing ARENA project "Inn ovative Fjordtourism" and collaborate on datacollection and at the same time contribute with research data that the industry and public sector both regionally and nationally can benefit from. More specific the proposed reserach will 1. Define financial yield measures for tourism businesses in Norway, and measure current performance across various sub-sectors. 2. Define economic and sustainable yield measures for tourism entities in Norway, measure the performance across sub-sectors and in two case-stu dy regions. This will assess economic yield by examining three contributing perspectives - public sector/community, business and the visitor. 3.Develop sustainable yield indicators for Norway.