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Green X 2 – Into the Rewilded: The Value of Nature in Lifestyle and Outdoor Experience as a potential in Business Development and Partnerships

Green experience economy and 'the value of nature' are rethought and activated as design tools for outdoor experiences and the sector's business stakeholders

The project is based on and integrates theory and practices developed in the Green X Research Project (Aug. 2022-December 2023, https://www.eaviden.dk/project/greenx/) with Denmark’s current ‘Coastal and Nature Tourism’ initiatives, with VisitDenmark’s national branding strategy (2020), and campaign (Aug. 2023), as well as with the tourism sector’s strategic and practical approaches. The aim of the project is to:

  • Contribute to value creation in outdoor experiences and to the sustainable foundation of product and experience development concerning the current needs and trends that the tourism and experience sector is addressing at destination and company levels (both SME tourism actors and retail actors).

Through interviews and data collection, the project explores how nature is valued in ‘use of nature,’ ‘activities in nature,’ ‘behavior in nature,’ and ‘nature itself’, e.g.  we examine nature-orientated accommodation options, product development, and codes of conduct.


  • Test the scalability of the experience design principles developed in the Green X research project, which focuses on sustainable development, such as the concept of planetary stewardship, at both destination and event levels

The purpose is to juxtapose these principles against the experiential potential of the value of nature to explore how a green experience economy can contribute to enhancing sustainable development in product and experience design (both in a practical and strategic direction).

The theoretical approach consists of: Experience economy and experience and event design, recent theories within sustainable transition (based on 3P values), and within Outdoor Studies with a particular focus on sustainable event management (footprint, impact, legacy).

With a focus on value creation for the consumer experience and in business partnerships, the ‘role of nature,’ ‘perceived nature value,’ and ‘the representation of nature’ in different cultural contexts are clarified.


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