Driving Innovation in Adventure Tourism through Certification Systems: A Diffusion of Innovations Perspective
Abstract
Innovation is vital for the survival and competitiveness of tourism enterprises, particularly in the dynamic and experience-driven sector of adventure tourism. This article explores how national certification and quality assurance systems act as catalysts for systemic innovation, drawing upon Rogers of Innovations (DOI) theory. Through a qualitative multi-case study of three national certification schemes—VisitScotland Quality Assurance (QA), New Zealand Qualmark (QM), and Iceland's Vakinn—the research examines the impact of innovation attributes such as relative advantage, compatibility, complexity, trialability, and observability on the diffusion process. The findings suggest that relative advantage and compatibility are the most influential drivers for adoption, while complexity and observability play moderate roles, and trialability remains limited. Certifications, although intended to promote standardization and safety, can both facilitate and hinder innovation depending on their design, focus, and adaptability to specific tourism sub-sectors. The study reveals the nuanced dynamics between innovation and standardization, highlighting the importance of aligning certification systems with the unique needs of experience-based tourism. The article concludes with recommendations for developing more flexible and inclusive certification frameworks that promote innovation without compromising authenticity or sustainability. This study contributes to the ongoing discourse on innovation policy, sustainable tourism, and quality assurance in the adventure tourism industry.
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