Sampling

In order to secure reliability, the researchers created a case study database in order to organize the data collected for the study. The database contained notes from interviews and document analysis which were digitally transcribed. In addition, transparency has been used to report the research process. However, given the qualitative nature of the study, a replication might not necessarily lead to the same results.

As previously said, for this thesis the tool will be used with a different purpose. Although the aim of the researchers is not to understand how to engage with the stakeholders, the tool proved useful to identify which stakeholders could give key insights for understanding the research subject. After having listed all the stakeholder categories related to Camøno project, the researchers mapped them in relation to their interest in the project and their potential influence on it. Then, the researchers evaluated which categories were more relevant for studying the research subject and ultimately tried to contact some representatives of the categories selected. Figure 9 presents the researchers’ own grid, with the stakeholder categories as well as the sample members. A brief explanation of the grid quadrants and the stakeholder categories within those follows, in order to better understand the reasoning behind the sample selection.

Figure 9: Stakeholder analysis grid

The top-left quadrant stands for those stakeholders with high influence but low interest in the project. Among those, the researchers identified institutions as Naturstyrelsen, the Danish Nature Agency which controls a high amount of properties in Møn, but also other private landowners who do not give Camøno access to their lands.

These kinds of stakeholders have a high influence on the project as they restrict areas the Camøno trail can cross.

At the same time, by not joining the Camøno, they also show low interest in the project. This category was not taken into account as the researchers wanted to get insights and information about the project implementation and hence focus on the perspectives of those organizations joining the Camøno.

The bottom-left quadrant shows the stakeholders with low influence and low interest on the project. Among these the researchers identified Møn residents living close to the trail but not joining the Camøno, but also those businesses not currently listed on the Camøno platform, hence not interested in joining the project. For the same reason of the previous category, this category was almost excluded. However, the researchers decided to find an organization which was previously on the Camøno webpage but that eventually left. This was done to understand possible issues organizations could have in relation to the project.

The top-right quadrant shows those stakeholders with both a high influence and interest in the project. Among these the researchers included the project leader, that is Møn Museum, and Vordingborg Municipality, as it often takes care of agreements for the access to some areas, it funds in part the project and has interest in initiatives that can increase the tourism in the area. Also, some of the businesses joining Camøno have been classified as high in interest but also higher than others in influence because of their role of Camønopauser. Such role implies a higher influence on the project as they shape where the trail needs to pass. Also, they need to conform to some standards and become Camøno ambassadors. This category was considered very relevant for the researchers, in order to understand in depth multiple dynamics behind the project. From this category the researchers selected the project leader and two Camønopauser-businesses.

Finally, the bottom-right quadrant indicates those stakeholders with a high interest but a lower influence on the project. The researchers included different types of businesses in this category, who are currently on the Camøno platform and hence joined the project. Among these there are some businesses with a slightly higher influence, as they operate in the food and lodging sector, which is crucial for enabling the Camøno hiking experience. The other businesses provide other services contributing to the richness of the hiking experience. It should be noticed that classifying them as low-influence is just to enable a distinction with the stakeholders on the top-right quadrant, but all of these businesses enable the Camøno existence. This category was considered relevant as the aim of the project was ingraining in perceptions about the project also beyond its shapers, in order to understand the reasons behind joining Camøno. From this category the researchers selected five businesses currently on the Camøno platform and also one of the initiators of the project whose contribution at the beginning was significant and who can also be found on the platform. In this case, the researchers decided to include him in the sample to get a deeper understanding of how the project started.

Beyond the above explained, two more criteria were used when selecting the sample. The researchers tried to

investigate some historical and cultural factors of the area. For all the reasonings above mentioned, the sample selected for this thesis is the following.

1. Jeanette Lopez-Zepeda, coordinator of Camøno and employee of Møn museum, the leading organization of the project. Møn Museum was classified as a high-influence/high-interest stakeholder. The researchers had two interviews with her (Appendix 2; Appendix 3).

2. Brit Olifent, owner of the Pension Elmehøj, one of the two Camønopauser selected. Pension Elmehøj was classified as high-influence/high-interest stakeholder. Olifent is from Møn (Appendix 4).

3. Anne Grete Olsen, owner of NyGammelsø B&B, the other Camønopauser selected. NyGammelsø was classified as high-influence/high-interest stakeholder. Olsen is from Møn (Appendix 5).

4. Fin Pedersen and Annesofie Juul, owners of Klintholm B&B, a business currently on the Camøno platform.

Klintholm B&B was classified as high-interest/low-influence (Appendix 6).

5. Vivi Schlechter, owner of Bakkegaarden Møns Klint, a business currently on the Camøno platform.

Bakkegaarden Møns Klint was classified as high-interest/low-influence (Appendix 7).

6. Susanne Rosenild, owner of Naturguide Møn, a business currently on the Camøno platform. Naturguide Møn was classified as high-interest/low-influence (Appendix 8).

7. Stig Andersen, owner of Nyord Kajak, a business currently on the Camøno platform. Nyord Kajak was classified as high-interest/low-influence (Appendix 9).

8. Line Bangsbo, owner of Akroyoga, a business currently on the Camøno platform. Akroyoga was classified as high-interest/low-influence (Appendix 10).

9. William Houman, engaged contributor at the very beginning of the project and owner of Nyord Sennep. He was classified as high-interest/low-influence. Houman comes from Møn (Appendix 11).

10. Peder Ewald and Camilla Bøggild, owners of Ewald Gallerie, a business not currently on the Camøno platform (Appendix 12).

With this section the methodology chapter ends. Now the case description and the empirical analysis will follow.