ABSTRACT
Coastal tourism has been a significant type of tourism since the rise of mass tourism. In Denmark, however, this type of tourism has stagnated or even declined in the past few years, with overnight stays down by as much as 10–15 per cent from 2007 to 2011 (Erhvervs- og Vækstministeriet 2014; Hedetoft and Marcussen 2012). Consequently, the redevelopment of coastal tourism has achieved political focus on national and local levels. Coastal tourism development initiatives have hitherto mostly focused on the production side. Especially improved cooperation at destination level has been seen as a means to increase the joint promotion of the destination and its existing offer (Halkier 2013). In this context, innovation has hardly been an issue, and it has not been considered how tourists, among themselves or in interaction with producers, may contribute to tourism development and innovation (Sundbo and Sørensen 2013).
