Sarah Holst Kjær (06.04.1972) is a senior researcher at Agderforskning, Kristiansand. Dr Kjær holds a PhD in European Ethnology from Lund University, Sweden, and is specialised in tourism business research, mega- and micro trends, culture and experience analysis, culture management, emotional consumption and qualitative method. In addition, she has a post doc in experience economy from BI-Norwegian Business School. She works with strategic business development in small and medium size firms within the Scandinavian tourism, culture- and experience industry. Her main interests are the relationship between strategy and practice, added value through culture- and art-based innovation, totality in experience product development and international consumer-perspectives.