Knowledge Applications for Competitive Destinations: a visitor Experience Value Chain Approach1

REFERENCES

Jordan National Tourism Strategy 2004 -2010, Government of Jordan, 2004

Michael J. Lanning, Delivering Profitable Value (DPV), The DPV Group, LLC. http://www.exubrio.com/services/white_papers/DPVIntro-eXubrio.pdf

Raphael Kaplinsky and Mike Morris, A Handbook for Value Chain Research, IDRC. http://www.redepapa.org/valuechain.pdf

Richard Normann and Rafael Ramírez, Designing Interactive Strategy: From Value Chain to Value Constellation, John Wiley & Sons, Inc., 2004.
C.L. Lee and J. Yang, “Knowledge Value Chain”, Journal of Management Development, October 2000, Vol. 19, No. 9
Annex 1
An Example of the Application of the Value Chain Delivery System for Ecotourism

Pre-Trip
Planning	Key Demographics: 132 million eco-tourists per year growing at a rate of 10-25% per year Other Sources: WTO 9-country profile and individual tour operator data
	Innovative Action Plan:	Invite scientific writers from targeted magazines to write and publish articles about the natural wonders of Jordan.
	Website and Publication Information:	 Endangered and endemic species list  Explanation of variety of geographic and climatic zones  Menu of unique activities  Interpretive service listing  Listing of appropriate “green” accommodations  Facts about Jordan’s safety
Selection	Typical eco-tourist: 32-54 years old, well educated (82% college graduates), and relatively affluent.
	Illustrative Information Sources		 Internet Websites (Green Travel Market)  Scientific magazines (National Geographic)  Clubs (Audubon Society, Sierra Club)  Trade shows (ITB, IATOS)  Specialty tour operators (Natural Habitat Adventures)  Trade Associations (TIES)

On-Trip

Eco-tourists seek pleasurable experiences in acquainting themselves with nature by visiting natural areas to view flora and fauna and unique geographic formations. Eco-tourists require peace and serenity in outdoor environments.