Development Within the Experience Economy – Key Areas for Successful Growth?

Abstract

Purpose -This paper discusses the experience economy and key areas for growth within this field. The aim for this paper was to investigate how business people see potential for growth within the experience economy. Methodology -The data was collected using an electronic questionnaire with 17 questions, with both open and closed questions. The study was conducted in the county of Jämtland in Sweden. The county Administrative Board had a database with e-mail addresses to companies which was used to send the questionnaire. 136 business people answered the electronic questionnaire. The data was then analysed and categorized with an interpretative approach. Findings -The conclusion is that there are several key factors that are of importance for growth within the experience economy namely entrepreneurs (1), co-operation (2), infrastructure (3), businessmen/women (4), resources (5) and support from the public sector (6). There is also a relation between the most important area within creative industry and the region's main industry area. In the area where this study was conducted, the respondents believed that growth could mainly be achieved in that field (e g tourism).Originality of the research -The theoretical contribution from this paper is a clear connection between what is the most important area within the experience economy to a particular region. The practical implications are that there is a great potential for growth, especially with a focus on the areas discussed by the business people in this paper.