Muutosmatkailutuotteiden kysyntäpotentiaali Suomessa kahden markkina-alueen näkökulmasta

Authors

• Katja Pasanen Itä-Suomen yliopisto
• Henna Konu Itä-Suomen yliopisto
• Elli Vento Itä-Suomen yliopisto

DOI:

https://doi.org/10.33351/mt.152112

Keywords:

transformative tourism, consumer understanding, demand potential, willingness to pay

Abstract

As travellers seek meaningful experiences, transformative tourism has gained attention in the industry and among researchers. Transformative tourism involves travel experiences that have the potential to change the traveller in some way. Previous research has explored travel types that lead to change and transformative experiences themselves, but there is limited research on developing and managing transformative tourism businesses. Key aspects, such as travellers' service preferences or willingness to pay, have not been studied in this context.

This study investigates the demand for Finnish transformative tourism products in Finland and Germany by examining which types of transformative products interest these groups and how much they are willing to pay for them. Additionally, it examines the characteristics of travellers willing to pay a premium for these products. Data was collected in spring 2024 through an online survey, gathering a bit over 500 responses from each country. Results show that Finns and Germans are interested in similar transformative tourism products, but Germans show higher interest and willingness to pay. The most appealing products involve local culture, lifestyle, and cultural history, while guided nature experiences also attract interest. Germans are significantly more willing to pay for transformative tourism products, and more German respondents are inclined to pay a premium. Profiles of those most willing to pay were similar across countries, with slight differences in travel motives. These findings offer insights into the business and market potential of transformative tourism and consumer preferences, supporting further development of transformative tourism in the tourism industry.