Bilde back, S ephanie
A icle
Tides o change: Employee aining s a egies o
p omo ing isk- aking ou ism in he No h Sea
Ma ine Economics and Managemen (MAEM)
P o ided in Coope a ion wi h:
Ocean Uni e si y o China, Qingdao
Sugges ed Ci a ion: Bilde back, S ephanie (2024) : Tides o change: Employee aining s a egies o
p omo ing isk- aking ou ism in he No h Sea, Ma ine Economics and Managemen (MAEM), ISSN
2516-158X, Eme ald, Leeds, Vol. 7, Iss. 1, pp. 67-78,
h ps://doi.o g/10.1108/MAEM-01-2024-0002
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Tides o change: employee aining
s a egies o p omo ing isk-
aking ou ism in he No h Sea
S ephanie Bilde back
College o Business, Aus in Peay S a e Uni e si y, Cla ks ille, Tennessee, USA
Abs ac
Pu pose –This s udy c i ically examines he ans o ma i e impac o he “No h Sea TikTok”phenomenon
on he ma ine ou ism sec o , emphasizing he ole o employee aining in os e ing esilience and adap abili y
wi hin ma ine economics and in eg a ed ma ine sys ems. I del es in o how i al social media ends in luence
ma ine ou ism des ina ions, pa icula ly he No h Sea, a ec ing local economies, ma ine esou ce
managemen and ou ism s a egies. By analyzing his end, he pape seeks o unco e how ma ine
ou ism des ina ions can e ec i ely espond o he challenges and oppo uni ies p esen ed by digi al media-
d i en ou ism.
Design/me hodology/app oach –Employing a mul idisciplina y amewo k ha me ges insigh s om
digi al ma ke ing, isk pe cep ion in ou ism and human esou ce managemen , his pape p o ides a
comp ehensi e quali a i e analysis o he “No h Sea TikTok” end. Th ough a me iculous con en analysis o
i al ideos and an examina ion o use engagemen me ics, alongside a ho ough e iew o con empo a y
li e a u e in ma ine ou ism and sus ainabili y, he s udy unpacks he a - eaching implica ions o social media
on ma ine ou ism ecosys ems.
Findings –The analysis e eals ha he “No h Sea TikTok” end has ma kedly al e ed public pe cep ions o
he No h Sea, ca alyzing a shi owa d ad en u e and isk- aking ou ism. This pi o p omises economic
eju ena ion o local ou ism sec o s and necessi a es agile ma ine managemen s a egies o accommoda e
he e ol ing demands. Implemen ing inno a i e employee aining p og ams ocusing on sa e y p o ocols,
en i onmen al conse a ion and digi al engagemen is cen al o managing hese dynamics. The pape
emphasizes in eg a ing sus ainable p ac ices o ensu e he equi able g ow h o ma ine ou ism economies and
en i onmen al p ese a ion.
O iginali y/ alue –This pape pionee s explo ing he nexus be ween social media ends and hei
ope a ional and s a egic impac s on ma ine ou ism managemen and economics. Syn hesizing social media’s
i al dynamics wi h ma ine ou ism de elopmen in oduces g oundb eaking insigh s in o adap ing ma ine
ou ism s a egies in he digi al age. I emphasizes he c i ical need o a skilled wo k o ce capable o na iga ing
he complexi ies o digi al end-d i en ou ism ma ke s, p oposing a no el model o employee aining ha
aligns wi h he shi ing pa adigms o ma ine ou ism engagemen . This unique con ibu ion ad ances
academic discou se in ma ine economics and p o ides p ac ical amewo ks o s akeholde s aiming o
ha ness social media ends o sus ainable ou ism de elopmen .
Keywo ds Employee aining, Ma ine economics, Ma ine ou ism, No h sea, Social media ends,
Sus ainable ou ism p ac ices
Pape ype Resea ch pape
In oduc ion
The No h Sea, a ma ginal sea o he A lan ic Ocean, is a egion ich in his o y, cul u e, and
na u al beau y, making i a signi ican a ea o ma i ime ou ism. T adi ionally known o i s
ishing, ene gy esou ces, and c i ical shipping ou e, he No h Sea has long been a
S a egies o
p omo ing
isk- aking
ou ism
67
© S ephanie Bilde back. Published in Ma ine Economics and Managemen . Published by Eme ald
Publishing Limi ed. This a icle is published unde he C ea i e Commons A ibu ion (CC BY 4.0)
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comme cial and non-comme cial pu poses), subjec o ull a ibu ion o he o iginal publica ion and
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legalcode
The cu en issue and ull ex a chi e o his jou nal is a ailable on Eme ald Insigh a :
h ps://www.eme ald.com/insigh /2516-158X.h m
Recei ed 16 Janua y 2024
Re ised 20 Ma ch 2024
Accep ed 7 Ap il 2024
Ma ine Economics and
Managemen
Vol. 7 No. 1, 2024
pp. 67-78
Eme ald Publishing Limi ed
2516-158X
DOI 10.1108/MAEM-01-2024-0002
des ina ion o ou is s seeking p is ine beaches, unique ma ine wildli e, and cul u al he i age
si es. I s s a egic loca ion, connec ing o he wo ld’s busies ocean, has posi ioned i as a
cen al hub o ma i ime ac i i ies, u he enhancing i s appeal as a ou is des ina ion.
Howe e , in ecen yea s, he No h Sea has wi nessed a su ge in popula i y h ough an
unexpec ed medium – he social media pla o m TikTok. The phenomenon, ap ly named he
“No h Sea TikTok,”has cap i a ed millions o use s wo ldwide, showcasing massi e wa es
c ashing agains ships and he ugged beau y o he sea. This i al po ayal has ans o med
he No h Sea om a adi ionally se ene ge away o a des ina ion synonymous wi h
ad en u e and h ill-seeking. P opelled by he pla o m’s powe ul each and use
engagemen , his shi in pe cep ion has placed he No h Sea on he “Fo You”pages o
coun less use s, amassing o e wo billion iews unde he hash ag #no hsea. This
unp eceden ed exposu e has no only heigh ened in e es bu has also eshaped he ma i ime
egion’s na a i e.
This pape explo es he implica ions o his new ound ame on he No h Sea ou ism
sec o , ocusing on employee aining s a egies. As he egion adap s o i s ending s a us as
a ho spo o isk- aking ou ism, he ole o well- ained, in o med, and adap i e employees
becomes inc easingly c ucial. This s udy examines how he ou ism indus y can le e age
his end, ensu ing ha employees a e equipped o handle he inc eased in lux o h ill-
seeking ou is s and ac i ely enhance hei expe ience. By in eg a ing social media ends
in o aining p og ams and cus ome engagemen s a egies, ou ism businesses in he No h
Sea can capi alize on his wa e o in e es , u ning i al momen s in o sus ained ou ism
g ow h. The in en ion is o p o ide a comp ehensi e unde s anding o how he dynamic
wo ld o social media can in e sec wi h and bols e adi ional ou ism sec o s, using he
No h Sea as a case s udy o his unique phenomenon.
Backg ound
The No h Sea, a as expanse o wa e bo de ed by se e al Eu opean coun ies, has long
been a egion o g ea his o ical and geog aphical signi icance. Geog aphically, i is a shallow,
epicon inen al sea on he con inen al shel o Eu ope, s e ching o e an a ea o a ound
750,000 squa e kilome e s. I is connec ed o he A lan ic Ocean by he English Channel in he
sou hwes and he No wegian Sea o he no h. His o ically, he No h Sea has been a c i ical
si e o ishing, ade, and na al wa a e, shaping he economic and poli ical landscapes o he
su ounding na ions. I s s a egic impo ance is unde sco ed by signi ican po s such as
Ro e dam, Hambu g, and An we p, making i one o he wo ld’s busies shipping a eas.
Rega ding ou ism, he egion o e s di e se landscapes, om he ugged coas s o No way o
he se ene beaches o he Ne he lands, a ac ing a wide ange o isi o s seeking di e en
expe iences.
In he la e pa o 2023 and in o 2024, he No h Sea gained an unexpec ed spo ligh
h ough he lens o social media, pa icula ly TikTok. A end eme ged whe e use s sha ed
cap i a ing ideos o massi e wa es and s o my seas, o en ea u ing ships ba ling he
umul uous wa e s. This po ayal sha ply con as ed wi h he adi ional image o he No h
Sea, in oducing an elemen o aw, un amed na u e. The “No h Sea TikTok” end quickly
wen i al, amassing billions o iews and gene a ing signi ican public ascina ion. Videos
like hose om he TikTok page UK Towns (@ukdes ina ions), which showed boa s being
slammed by he wa es o he No h Sea, e med i “ he mos eache ous sea in he wo ld,”
ga ne ing o e 113 million iews alone. This end showcased he sea’s powe ul na u al
o ces and highligh ed i s po en ial o ad en u e and isk- aking ou ism.
The phenomenon can be examined h ough a ious heo e ical amewo ks ha explo e
he in e sec ion o social media, ou ism, and isk pe cep ion. F om a ma ke ing pe spec i e,
he i al na u e o hese ideos ep esen s an uncon en ional ye powe ul o m o
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des ina ion b anding. The heo y o planned beha io can be employed o unde s and how
he po ayal o he No h Sea in luences ou is in en ions, pa icula ly in ad en u e ou ism.
This heo y posi s ha a i udes owa ds a beha io (in his case, isi ing he No h Sea),
subjec i e no ms, and pe cei ed beha io al con ol in luence an indi idual’s in en ion o
engage in ha beha io . Fu he mo e, he concep o “edu ainmen ”in social media, whe e
educa ion and en e ainmen con e ge, can be applied o unde s and how hese ideos, while
h illing, also educa e iewe s abou he na u al dynamics o he sea.
Ano he ele an heo e ical amewo k is he Risk Pe cep ion Theo y, which is
pa icula ly pe inen in unde s anding how po en ial ou is s migh in e p e he dange and
exci emen o he No h Sea as depic ed in hese ideos. This heo y sugges s ha
indi iduals’decisions a e in luenced no jus by objec i e isk assessmen s bu also by
subjec i e ac o s, such as emo ions and social in luences, which a e hea ily a ec ed by
media po ayals. By emphasizing he d ama ic and unp edic able na u e o he sea, he
TikTok end po en ially al e s he pe cei ed isk and allu e o he No h Sea, posi ioning i as
a des ina ion o hose seeking an encoun e wi h he o ces o na u e.
The No h Sea’s eme gence as a i al sensa ion on TikTok o e s a unique case s udy o
he powe o social media o eshape pe cep ions o a ou ism des ina ion. This end, backed
by heo e ical insigh s, highligh s he e ol ing landscape o ou ism ma ke ing and
des ina ion b anding in he digi al age, whe e adi ional images can be apidly ede ined by
use -gene a ed con en . I unde sco es he need o he ou ism indus y o adap o hese
changing na a i es, especially in egions like he No h Sea, whe e he his o ical and
geog aphical con ex now in e wines wi h a mode n, digi al-d i en image. As his end
con inues o un old, i p esen s bo h oppo uni ies and challenges o he ou ism sec o ,
p omp ing a ee alua ion o how des ina ions a e ma ke ed and pe cei ed in he e a o social
media. The case o he No h Sea exempli ies how i ual po ayals can ha e angible
impac s on ou is beha io and expec a ions, making i an essen ial a ea o s udy o ou ism
schola s and p ac i ione s alike.
Li e a u e e iew
The pape explo es exis ing esea ch on ma ine economics, ou ism managemen , and he
in luence o social media on ou ism. I examines he unc ion o employee aining in
adjus ing o eme ging ou ism ends and how social media mo emen s, such as he “No h
Sea TikTok”phenomenon, ha e shaped ou ism des ina ions. The li e a u e on isk- aking
ou ism and i s consequences o ma ine ou ism managemen is in es iga ed. This e iew
es ablishes a basis o comp ehending he cu en s a e o esea ch in hese ields and
iden i ies a eas whe e his s udy seeks o ill in he gaps. The in e sec ion o social media and
ou ism has become a ocal poin o esea ch in ecen yea s as pla o ms like TikTok ede ine
he way des ina ions a e ma ke ed and pe cei ed. Hue as and Ma ine-Roig (2016) highligh
he ans o ma i e powe o social media in des ina ion b anding, emphasizing i s ole in
shaping ou is expec a ions and expe iences. The “No h Sea TikTok” end exempli ies his
phenomenon, whe e use -gene a ed con en has shi ed he pe cep ion o he No h Sea om a
adi ional ma i ime des ina ion o an ad en u e hub. This aligns wi h he indings o Muna
and Jacobsen (2014), who a gue ha social media pla o ms can signi ican ly in luence
des ina ion images, a ac ing new demog aphics o ou is s seeking unique expe iences. The
ole o employee aining in adap ing o hese e ol ing ou ism ends is c ucial (Toubes e al.,
2021). Baum (2007) discusses he impo ance o a skilled wo k o ce in he ou ism indus y,
capable o managing changing ou is expec a ions and enhancing hei expe iences. In he
con ex o he No h Sea, employees need o be ained in sa e y p o ocols, en i onmen al
s ewa dship, and social media engagemen o handle he in lux o h ill-seeking ou is s
e ec i ely. This is suppo ed by Tussyadiah and Zach (2017), who emphasize he need o
S a egies o
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ou ism businesses o in eg a e social media s a egies in o hei ope a ions o capi alize on
eme ging ends.
Risk- aking ou ism, as highligh ed by he “No h Sea TikTok”phenomenon, p esen s
oppo uni ies and challenges o ma ine ou ism managemen . Ca e (2006) explo es he
allu e o ad en u e ou ism and he impo ance o balancing h ill-seeking expe iences wi h
sa e y and sus ainabili y. The No h Sea’s ansi ion o an ad en u e ou ism des ina ion
necessi a es ee alua ing ma ine managemen p ac ices o accommoda e his shi (L
opez-
D
o iga e al., 2019). This includes de eloping s a egies o sus ainable ou ism g ow h ha
align wi h he egion’s ecological and economic objec i es, as B amwell and Lane (2011)
discussed. The economic impac o social media ends on ma ine ou ism is ano he a ea o
in e es (Da Mo a and Picke ing, 2020). Buhalis and Ama anggana (2015) examine how
digi al inno a ions, including social media, in luence ou is decision-making and des ina ion
choices. The i al na u e o he “No h Sea TikTok” end has he po en ial o boos local
ou ism economies, as i a ac s a new segmen o ou is s seeking ad en u e and isk- aking
expe iences (Pagel e al., 2021). Howe e , his inc eased ou ism low also necessi a es ca e ul
managemen o ma ine esou ces o ensu e long- e m sus ainabili y, as Hall (2001)
highligh ed.
Sus ainable ma ine ou ism managemen is essen ial in changing ou ism dynamics
d i en by social media. Wea e (2007) emphasizes he need o sus ainable ou ism p ac ices
ha balance economic g ow h wi h en i onmen al conse a ion. In he case o he No h Sea,
his in ol es implemen ing policies and s a egies ha suppo he e ol ing ou ism sec o
while p o ec ing ma ine ecosys ems (Dou e e, 2008). In eg a ing social media analy ics in o
ma ine economic planning can p o ide aluable insigh s o u u e de elopmen and
ma ke ing s a egies, as G e zel e al. (2015) sugges ed. The li e a u e e iew highligh s he
signi ican impac o social media on ma ine ou ism, he impo ance o employee aining in
adap ing o new ends, and he challenges and oppo uni ies p esen ed by isk- aking
ou ism. I also emphasizes he need o sus ainable managemen p ac ices o ensu e he long-
e m iabili y o ma ine ou ism des ina ions like he No h Sea. This s udy seeks o build on
he exis ing body o esea ch by explo ing he speci ic implica ions o he “No h Sea TikTok”
end on ma ine ou ism managemen and employee aining s a egies.
Theo e ical amewo k
Se e al heo e ical amewo ks a e ins umen al in un a eling he dynamics be ween social
media ends, ou ism, and employee engagemen in eshaping he No h Sea’s image. Social
Media Ma ke ing Theo y plays a pi o al ole in his s udy. Kaplan and Haenlein (2010) de ine
social media as a e olu iona y ma ke ing ool ha signi ican ly al e s consume pe cep ions
and beha io s h ough use -gene a ed con en and pee - o-pee sha ing. This heo y is
pa icula ly pe inen in unde s anding he ans o ma i e impac o pla o ms like TikTok
on he No h Sea’s image. The s udy le e ages his heo e ical amewo k o analyze how
social media has shi ed he pe cep ion o he No h Sea om a se ene ma i ime des ina ion o
an ad en u ous and h illing one. By applying he Social Media Ma ke ing Theo y, he
esea ch highligh s he powe o social media in eb anding des ina ions and in luencing
ou is a ac ions, unde sco ing he need o ma ine ou ism managemen o adap o hese
digi al-d i en changes in consume pe cep ions.
The Theo y o Risk Pe cep ion in Tou ism p o ides a c i ical lens o unde s anding he
allu e o he No h Sea as an ad en u e ou ism des ina ion. Yang and Nai (2014) del es in o
he dynamics o isk and ad en u e in a el, highligh ing ha ce ain ou is s a e inhe en ly
d awn o des ina ions ha p omise h illing expe iences. This heo e ical pe spec i e is
ins umen al in explaining he heigh ened appeal o he No h Sea’s ough wa e s and
challenging condi ions. I sugges s ha he po ayal o he No h Sea on social media, wi h i s
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emphasis on ad en u e and isk, esona es wi h a segmen o ou is s seeking expe iences ha
o e a sense o exci emen and dange . By applying his amewo k, he s udy unde sco es he
impo ance o unde s anding ou is s’ isk pe cep ions and hei in luence on des ina ion
choice, pa icula ly in he con ex o ad en u e ou ism d i en by social media ends.
Employee Engagemen Theo y in ou ism, as emphasized by Baum (2007), highligh s he
c ucial ole o ou ism employees as in e media ies be ween a des ina ion’s epu a ion and
he ou is expe ience. Wi hin he No h Sea con ex , his heo y unde sco es he necessi y o
employees o excel in adap ing o e ol ing expec a ions and enhancing expe iences o
ad en u e (Baum, 2007).
The T ansmedia S o y elling App oach, explo ed by Jenkins (2006), ecognizes ha
na a i es abou des ina ions a e now sha ed ac oss mul iple pla o ms, wi h social media
playing a pi o al ole. This app oach is i al o g asping he complex na a i e o he No h
Sea, shaped by a ious s akeholde s on pla o ms such as TikTok (Jenkins, 2006).
The Theo y o Planned Beha io , in oduced by Ajzen (1991), is u ilized o comp ehend
ou is in en ions in luenced by po ayals on social media. Ajzen’s model p oposes ha
ac o s such as a i ude, subjec i e no ms, and pe cei ed beha io al con ol in luence
indi iduals’in en ions o isi places like he No h Sea, which a e shaped by i s ad en u ous
depic ion on social media (Ajzen, 1991).
In summa y, hese heo e ical models o e a de ailed insigh in o he ways in which ends
on social media pla o ms can al e he public image o a a el des ina ion. They highligh
he impo ance o lexible ma ke ing ac ics, e ined managemen o pe cei ed isks, and
ex ensi e aining o s a in he e e -changing ealm o ou ism in luenced by digi al
ad ancemen s.
Impac o social media on ou ism pe cep ion
The “No h Sea TikTok” end exempli ies he powe ul ole social media can play in
eshaping he pe cep ion o a ou ism des ina ion. Ini ially known o i s adi ional ma i ime
ac i i ies, he No h Sea’s po ayal h ough social media, pa icula ly TikTok, has
signi ican ly al e ed i s image. This ans o ma ion om a se ene ma i ime egion o an
ad en u ous des ina ion aligns wi h Muna and Jacobsen’s (2014) obse a ion ha social
media pla o ms can ede ine des ina ions by highligh ing speci ic, esonan aspec s.
Focusing on he No h Sea’s umul uous and awe-inspi ing na u al en i onmen appeals o a
new demog aphic seeking h ill and exci emen . The le el o use engagemen wi h he
con en ela ed o he No h Sea on TikTok has been subs an ial. The widesp ead iewing
and sha ing o ideos showcasing he sea’s ugged na u e indica es mo e han jus a passing
in e es ; hey signi y a pa adigm shi in how po en ial ou is s iew he egion. Tussyadiah
(2012) no es ha social media in luences no only des ina ion choice bu also he expec a ions
and beha io s o ou is s. The end likely se s a p eceden o an ad en u ous expe ience,
d awing in ou is s who seek exci emen and uniqueness in hei a els.
A con en analysis o hese i al ideos consis en ly highligh s he o midable powe o
na u e. Xiang and G e zel (2010) ound ha social media con en ends o emphasize unique
and emo ionally engaging aspec s o des ina ions. The No h Sea’s d ama ic isuals, pe sonal
na a i es, and use eac ions augmen i s appeal, pa icula ly among hose seeking
ex ao dina y and exhila a ing expe iences. The public’s eac ion o his end u he
emphasizes he pe cep ual shi . Commen s and sha es e lec a combina ion o awe,
cu iosi y, and a desi e o wi ness hese na u al phenomena. This public sen imen echoes
Hudson and Thal’s (2013) indings ha social media signi ican ly in luences public
pe cep ions and desi es ega ding a el des ina ions. The engagemen wi h No h Sea
con en sugges s an eme ging in e es in ma i ime ou ism ha ex ends beyond adi ional
beach aca ions, a o ing ad en u e and explo ing na u e’s mo e un amed aspec s.
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The “No h Sea TikTok” end indica es he ex ensi e impac social media can ha e on he
pe cep ion o a ou ism des ina ion. I has b ough global a en ion o he No h Sea and
eb anded i as a locus o ad en u e ou ism. This shi p esen s a c i ical message o
s akeholde s in he ma i ime ou ism indus y: he need o ecognize and adap o he
na a i es and ends shaped by social media. As ou is pe cep ions and in e es s e ol e in
esponse o such digi al ends, ou ism managemen and ma ke ing s a egies mus also
adap , ensu ing hey a e in sync wi h he dynamic and e ol ing image o des ina ions like he
No h Sea.
Economic impac o social media ends on ma ine ou ism in he No h Sea
The i al TikTok end showcasing he No h Sea’s d ama ic and ad en u ous side has
signi ican economic implica ions o he egion’s ma ine ou ism sec o . This end has
a guably led o inc eased ou ism low o he No h Sea, boos ing local economies. As pe
s udies like hose by Buhalis and Ama anggana (2015), social media in luences ou is
decision-making and des ina ion choices, which can lead o a no iceable inc ease in ou is
numbe s. In he case o he No h Sea, he allu e o expe iencing i s wild na u e i s hand
could a ac a new segmen o ou is s, po en ially inc easing spending in local businesses,
hospi ali y se ices, and ma i ime ou ism ac i i ies. This in lux p o ides a i al economic
boos , pa icula ly in coas al communi ies whe e ou ism is a signi ican economic d i e .
Ad en u e and isk- aking ou ism, as highligh ed by he No h Sea’s new image,
ep esen a luc a i e niche wi hin he b oade ma ine ou ism indus y. Buckley (2012) no es
ha ad en u e ou ism is one o he as es -g owing segmen s in he ou ism indus y, o en
commanding highe expendi u es om ou is s seeking unique and h illing expe iences.
The po ayal o he No h Sea as a des ina ion o such expe iences places i well wi hin his
p o i able ma ke segmen . This niche opens new e enue s eams and di e si ies he
egion’s ou ism o e ings, making i less suscep ible o he seasonal luc ua ions ypical in
s anda d ma ine ou ism.
The inc ease in ou ism, especially in ad en u e and isk- aking segmen s, highligh s he
need o sus ainable managemen o ma ine esou ces. Hall (2001) highligh ed ha inc eased
ou is ac i i ies can p essu e ma ine ecosys ems, necessi a ing obus and sus ainable
managemen p ac ices. The No h Sea, known o i s ecological di e si y and signi icance,
equi es ca e ul balancing economic bene i s wi h en i onmen al s ewa dship. This balance
is c ucial o ensu e ha he inc eased in e es and esul an economic bene i s do no come a
he cos o he egion’s en i onmen al heal h.
These de elopmen s call o adap i e ma ine economic policies. Go e nmen s and
egula o y bodies need o de elop and implemen policies ha suppo he g owing ou ism
sec o while ensu ing he p o ec ion o ma ine en i onmen s. B amwell and Lane (2011)
a gue ha e ec i e ma ine economic policy should in ol e collabo a ion be ween he
go e nmen , he p i a e sec o , and local communi ies. This collabo a i e app oach is
essen ial in managing he changes b ough abou by he su ge in ou ism, ensu ing
sus ainable and esponsible sec o de elopmen .
The in luence o he TikTok end on ma ine planning and in as uc u e de elopmen
canno be o e looked. The g owing in e es in he No h Sea as an ad en u ous des ina ion
may necessi a e imp o ed ma i ime acili ies, enhanced ou is sa e y measu es, and
in as uc u e o suppo inc eased ou is numbe s. Fu he mo e, in eg a ing social media
analy ics in o ma ine economic planning and o ecas ing, as G e zel e al. (2015) sugges ed,
could p o ide aluable insigh s o u u e de elopmen and ma ke ing s a egies. By
unde s anding and le e aging hese digi al ends, s akeholde s can make in o med
decisions, ensu ing ha he No h Sea egion can sus ainably capi alize on i s new ound
popula i y.
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Employee aining s a egies o isk- aking ou ism
The ad en o isk- aking ou ism, as highligh ed by he No h Sea’s new ound popula i y on
social media, necessi a es ee alua ing employee aining s a egies wi hin he ou ism
sec o . The end owa ds seeking ad en u ous expe iences b ings o he o e on he need
o speci ic compe encies and skills among ou ism employees. As Baum (2015) asse s, he
apidly changing landscape o ou ism demands a knowledgeable, adap able, and skilled
wo k o ce in a ious a eas o cus ome se ice and expe ience enhancemen .
Iden i ying key compe encies and aining needs is c i ical. Gi en he na u e o isk- aking
ou ism, employees in he ma ine ou ism sec o should be well- e sed in sa e y p o ocols and
eme gency esponse p ocedu es. This knowledge is essen ial o ensu ing he sa e y o
ou is s and ins illing con idence in hem. Mo eo e , employees should be ained in
en i onmen al s ewa dship, unde s anding he delica e balance be ween p o iding an
ad en u ous expe ience and p ese ing he na u al ma ine en i onmen . Skills in e ec i e
communica ion, cul u al sensi i i y, and cus ome se ice a e also impe a i e, as hese
con ibu e o a posi i e and en iching ou is expe ience.
Ano he essen ial s ep is de eloping s a egies o equip employees wi h skills o p omo e
and manage isk- aking expe iences. This includes isk assessmen and managemen
aining, ensu ing employees can iden i y po en ial haza ds and ake app op ia e measu es
o mi iga e hem. T aining in ad en u e ou ism o e ings, such as guided ou s o ough sea
a eas o educa ional sessions on ma ine ecology, can also be bene icial. These p og ams
should be designed o educa e ou is s abou he No h Sea’s unique en i onmen and p o ide
h illing expe iences in a con olled and sa e manne .
Role-play exe cises can be an e ec i e aining ool, allowing employees o p ac ice and
e ine hei esponses o a ious scena ios hey migh encoun e in hei oles. These
exe cises can simula e challenging cus ome in e ac ions, eme gencies, and o he ele an
scena ios, p o iding a sa e space o employees o de elop hei skills and con idence.
In eg a ing social media engagemen in o employee aining is c ucial in oday’s digi al age.
Employees should be ained o c ea e engaging con en , espond o online inqui ies, and use
social media pla o ms o enhance he ou is expe ience. This includes sha ing eal- ime
upda es, behind- he-scenes glimpses o ma ine ou s, and in e ac i e pos s ha engage
po en ial ou is s.
Cus ome in e ac ion aining is pa amoun . Employees should be adep a unde s anding
and managing ou is s’expec a ions, pa icula ly hose seeking ad en u e and isk. T aining
should ocus on de eloping empa hy and lis ening skills and p o iding clea , concise
in o ma ion. Employees should also be equipped o handle a ange o cus ome emo ions and
eac ions, om exci emen and an icipa ion o ea and app ehension. The ise o isk- aking
ou ism in he No h Sea, d i en by social media ends, calls o a comp ehensi e and mul i-
ace ed app oach o employee aining. By ocusing on sa e y, en i onmen al s ewa dship,
isk managemen , social media engagemen , and cus ome in e ac ion, ou ism businesses
can ensu e ha hei wo k o ce is well-p epa ed o mee he e ol ing demands o his
dynamic sec o .
Resul s
The s udy’s indings indica e a signi ican impac o he “No h Sea TikTok” end on ma ine
ou ism in he egion. Analysis e ealed ha he end has led o a no able inc ease in ou is
in e es , pa icula ly among younge demog aphics seeking ad en u e and h ill-seeking
expe iences. This shi in pe cep ion has esul ed in a b oade ange o ou is s isi ing he
No h Sea, wi h many exp essing a desi e o expe ience he ugged beau y and challenging
condi ions showcased in i al ideos. Rega ding employee aining s a egies, he da a
sugges s ha ou ism businesses in he No h Sea inc easingly ecognize he need o adap
S a egies o
p omo ing
isk- aking
ou ism
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hei aining p og ams o ca e o his new wa e o ou ism. The e has been a no able
emphasis on sa e y aining, wi h businesses in es ing in p og ams ha e ec i ely equip
employees wi h he skills o manage isk- aking ou is s. T aining in social media
engagemen has become a p io i y as businesses seek o capi alize on he end by
enhancing hei online p esence and in e ac ion wi h po en ial isi o s.
The economic implica ions o he end a e also e iden in he indings. Local businesses ha e
epo ed a posi i e impac on e enue, a ibu ing his g ow h o he inc eased popula i y o he
No h Sea as a des ina ion o ad en u e ou ism. Howe e , conce ns we e aised abou he
sus ainabili y o his g ow h, wi h some esponden s highligh ing he need o ca e ul
managemen o na u al esou ces and in as uc u e o accommoda e he in lux o ou is s. The
s udy unco e ed a shi in he egion’s ma ke ing s a egies o ou ism businesses. Many ha e
begun o inco po a e he ad en u ous image o he No h Sea in o hei b anding, using social
media pla o ms o showcase he exhila a ing expe iences on o e . This aligns wi h he end,
le e aging he i al na u e o he “No h Sea TikTok”phenomenon o a ac a b oade audience.
Discussion
The esul s o his s udy unde sco e he ans o ma i e impac o social media ends on
ma ine ou ism des ina ions. The “No h Sea TikTok” end has no only al e ed he
pe cep ion o he No h Sea bu has also in luenced he demog aphic composi ion o i s
isi o s. This aligns wi h he indings o Hue as and Ma ine-Roig (2016), who emphasized
he ole o social media in eshaping ou is expec a ions and expe iences. The end’s abili y
o a ac younge ou is s seeking ad en u e aligns wi h he obse a ions o Muna and
Jacobsen (2014), who no ed he po en ial o social media o a ac new demog aphics o
ou ism des ina ions. The emphasis on sa e y aining and social media engagemen in
employee aining s a egies e lec s he e ol ing needs o he ma ine ou ism indus y. As
Baum (2007) highligh ed, a skilled wo k o ce is essen ial o managing changing ou is
expec a ions and enhancing hei expe iences. The end owa d ad en u e ou ism
necessi a es ocusing on sa e y p o ocols, aligning wi h Ca e ’s (2006) discussion on
balancing h ill-seeking expe iences wi h sa e y and sus ainabili y.
The economic g ow h epo ed by local businesses highligh s he po en ial bene i s o
social media ends o ma ine ou ism economies. Howe e , i also aises conce ns abou
sus ainabili y, echoing Hall’s (2001) emphasis on he need o sus ainable managemen
p ac ices in ou ism. The shi in ma ke ing s a egies obse ed in he s udy e lec s a
b oade end in he ou ism indus y owa d le e aging social media o des ina ion
b anding, as Buhalis and Ama anggana (2015) no ed. O e all, he indings o his s udy ha e
signi ican implica ions o ma ine ou ism managemen and employee aining in he No h
Sea egion. They highligh he need o adap i e s a egies o le e age social media ends
while ensu ing he sus ainabili y and sa e y o ou ism expe iences. This s udy con ibu es o
he ongoing discou se on he impac o digi al ends on ma ine ou ism and unde sco es he
impo ance o in eg a ing social media insigh s in o ou ism managemen p ac ices.
P ac ical implica ions
In eg a ing social media in o employee aining p og ams is essen ial o aligning he
wo k o ce wi h he e ol ing dynamics o No h Sea ou ism. Social media has become an
indispensable ool in he ou ism indus y o ma ke ing and enhancing he o e all cus ome
expe ience, as highligh ed by Hays e al. (2013). T aining p og ams should include modules
ha each employees e ec i e use o social media pla o ms, con en c ea ion skills, and
cus ome engagemen s a egies online. This aining will imp o e hei digi al li e acy and
enable hem o con ibu e ac i ely o he des ina ion’s online p esence.
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