"Linking products, industries and place" - synergy effects from the interaction of tourism and other local industries in Lofoten and Hardanger

The overall theme of this working paper is how businesses within all industries in a region can make use of characteristics and special resources at their location to increase their long-term profit. The more specific topic focused on is what role tourism can play in other local industries' origin strategies. On the basis of a qualitative study in Lofoten and Hardanger, different synergy effects from the interaction of tourism and other local industries are categorised and exemplified. If, for instance, local food industries offer tourist products based on existing buildings, competence etc., product synergy may be a result. By market synergy is meant an increase in the customer base for for instance the local food industries. Marketing synergy is used as a concept that includes both the marketing effects of tourists visiting and tasting products, and joint advertising of the place. Further, tourism can be regarded important as a means to develop and strengthen the whole local society and tourists can be considered important since they are a part of a larger public opinion. The paper closes by relating the synergy effects to regional resources found in studies on regional innovation systems and to a common identity based on the nature, culture and history of the place.