I II Local Experiences, a New Trend? A Study Exploring Innovation in Lokalii Ida Marie Helgetveit Master’s thesis at the department of Media and Communication UNIVERSITY OF OSLO Spring 2017 III Copyright Ida Marie Helgetveit 2017 Local Experiences, a New Trend? A Study Exploring Innovation in Lokalii Front page illustration by Ida Marie Helgetveit Screenshot from: Lokalii AS. (2016b). Lokalii – Explore local experiences (Version 0.9.41) [Mobile application]. Retrieved from https://itunes.apple.com/no/app/lokalii-explore-local- experiences/id1056910299?l=nb&mt=8 Ida Marie Helgetveit http://www.duo.uio.no Print: Reprosentralen, Universitetet i Oslo IV V VI Abstract Local experiences within tourism have been a growing trend for the past years. Tourists want to experience what the locals do: where they eat and where they sleep. They can use their smartphone to access services that offer what they are looking for. Smartphones are easily accessed. Various travel apps are analyzed, by focusing on a travel app for local experiences; Lokalii. This thesis is written in collaboration with the developers of the app. Lokalii is an app that offers experiences curated by private individuals. Anyone can show off their talent, and offer an experience. The app gives the users the opportunity to experience a city like locals do. Users can learn new things, see new places in a city, and develop relations to the hosts of the experiences. New companies can often develop products or services that change the market. In several cases, these can be described as disruptive innovations. This thesis seeks to explore whether Lokalii can be described as a disruptive innovation, as defined by Clayton M. Christensen. This has been done by conducting focus groups. The information from the focus groups combined with analyzes of mobile app design theory, innovation theory and experience design theory, gives a comprehensive image of Lokalii. Disruptive innovation is a theory that have been used by many scholars, and criticized as well. This thesis use the theory on an entrant, to see if it is possible to describe it, based on various aspects from both the theory and the app. VII VIII Acknowledgements Writing this master’s thesis has been an interesting and exciting journey. There have been many laughs as well as frustrating moments. Most of all, it has been an inspiring journey. I would like to thank the following people who have helped me get across the finishing line. Firstly, I would like to thank my supervisor, Gunnar Liestøl, for your feedback, dialogue and commitment to the various topics. Lokalii has been so kind to let me work with them for the past year. Pouria Ruhi, thank you for your collaboration, and for the information you have provided me with. I would also like to thank my informants, for taking the time to participate in this project. Victoria Kristine Armstrong Solli and Anton Joe Aune, thank you for proof reading this thesis. To my fellow students in “Lesesalgjengen”, Cathrine, Susanne, Frederik and Magnus, thank you for the support, the discussions, and the laughs. You have been a great support for the past two years. To my family and friends: thank you. I would not have been able to do this project without your love and support. Last, I must thank my significant other for all the support, discussions, help, and for dealing with me no matter how tiresome and annoying I have been. Stefan Rijic, thank you for always being there for me. IX X