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Abstract
This paper examines the attitudes towards experience industries and tourism in the Gnosjö region of Sweden. The investigation is based on a questionnaire and follow-up interviews with politicians and chief executive officers (CEOs) within manufacturing industries. The results show that the politicians have more knowledge of experience industries and a more positive attitude towards these new types of industries than the CEOs. Both groups consider both these industries of significance for the region's future. While the politicians believe in experience industries as a whole, and particularly suggest more active work in favour of tourism and design, the second group just welcomes directly and indirectly a possible cooperation with design companies. A minor share of the CEOs is interested in either running businesses with features of experience industries or having a sense of it in their businesses. Despite differences, these attitudes facilitate cross-fertilisation between the manufacturing industry and experience industries in the future. The study suggests that the region needs to develop more knowledge and competence directed towards the experience industries, in particular tourism and design, and a cooperation between the manufacturing industry, local political parties, and enterprises within tourism, design and culture in this respect.
Acknowledgements
I thank Mrs Wuokko Knocke, Associate Professor, Emerita for her valuable comments on the first submitted manuscript.
Disclosure Statement
No potential conflict of interest was reported by the author.
Notes
1 A CEO is someone who leads a company. It can be the founder and owner of the firm, but in many cases it is also a person employed by the owner/founder.
2 These two terms mean simply advertisement and creating goodwill for a company or organisation.