Research: What Do Fishermen Value as a Tourist Experience?

 

fishing tourist experience
© Anssi Ylipulli / KeloVentures

A new Tourism Marketing and Management research suggests that fishing tourists’ lived experience is always built around the same core elements. The elements in the order of importance are the following: emotional value, social value, and epistemic value. This means that Finnish fishing tourists value such elements as nature, peace-and-silence (i.e. emotional value). Also, sharing the own fishing success, fishing know-how and growing the social esteem (i.e. social value) is important. As well as, new experiences and self-development (i.e. epistemic value).

Based on their seriousness towards fishing tourism, three groups are identified: Hobbyists, Active tourist anglers, and Occasional tourist anglers. Even though the relative importance of value components was the same in every seriousness group, more serious fishermen had higher values.

fishing tourist experience
© Anssi Ylipulli / KeloVentures

Practically this means that serious fishermen’s, (i.e. hobbyists) total experience (incl. fishing activity, travelling, accommodation, etc.) is more strongly built around the fishing activity. Thus, they are more likely focusing on self-development, learning of new skills, visiting new fishing spots, and actively sharing this knowledge with like-minded people. Whereas, the fishing activity itself does not seem to have the same meaning for less serious fishermen (i.e. active tourist anglers and occasional tourist anglers).

 

fishing tourist experience
© Anssi Ylipulli / KeloVentures

Six different types of recreational fishermen

The research also identified six different types of recreational fishermen based on the benefits they seek.

Fishing tourists’ profiles

‘Service-oriented novelty seekers’ is the most potential group from the guide services perspective. That’s because their experience is often carried out by using a different kind of guide-services. Segment’s fishing tourist experience is built around networking, novelty, and development.

© Anssi Ylipulli / KeloVentures

Practically, their fishing tourist experience is more likely a social event that takes place in a peaceful environment and focuses on networking with like-minded people. These fishing tourists are also willing to try new fishing spots, seek new experiences, and use professional fishing guide’s to develop their own fishing-related skills. Thus, it can be proposed that usage of different services enable them to realize their own dreams which would otherwise be difficult or even impossible to implement.

fishing tourist experience
© Anssi Ylipulli / KeloVentures

How to use the results in tourism business development?

Company or organisation may only gain a competitive advantage with benefit segmentation if they understand the preferences of different market segments.

fishing tourist experience
© Anssi Ylipulli / KeloVentures

The segmentation results should be combined with other segmentation variables to generate even more accurate customer profiles. Hence, future development should more likely focus on the main characteristics of seriousness clusters, preferences of individual segments, and combine these together with the company/organization own special characteristics. The idea is that this kind of profile combines the company/organization service offering, main characteristics of different seriousness clusters as well as the preferences of fishing tourist segments. Practically, customer profiles should be something like “Service-minded novelty seeker who likes to fish monster pikes” or “Development-oriented salmon rower” or “Group-focused trout fisherman who focus on an ice fishing”.

© Anssi Ylipulli / KeloVentures

About the research

The research approach was quantitative, and the data was collected from the Finnish recreational fishermen by questionnaire. In total, 1 166 respondents participated in the survey. However, the results only focus on the respondents (937) who had participated in a fishing tourism trip.

fishing tourist experience
© Anssi Ylipulli / KeloVentures

The empirical study is based on two basic theories, namely serious leisure and consumption value. According to the theory of serious leisure, the fishing tourists have been categorized into three clusters, based on their level of seriousness in fishing. The components of experience value are based on the theory of consumption value, completed with togetherness value which was found in earlier hunting tourism research. In addition, these value dimensions are utilized as criteria for benefit segmentation, when searching for different fishing tourist segments. The data was analysed by using cluster analysis, principal component analysis, and comparative analysis methods.

More information

TMM developing tourism business at Etelä-Konnevesi region

Our International Master’s Degree Programme in Tourism Marketing and Management (TMM) has started a collaboration with municipalities of Konnevesi and Rautalampi and tourism stakeholders in the region. The concrete first step in this collaboration was a two-day workshop on developing nature tourism in the Etelä-Konnevesi region, organized in Konnevesi research station 14.-15.3.2018. Together with Anne Hyvärinen, project manager at a regional tourism development project, two days full of tourism business content were designed and tailored for the region.

Tourism insights and knowledge

The idea of the first day was to bring in all the actors to the same level when it comes to tourism marketing and management in a nature tourism destination. The day started with introductions and three short group work presentations by our students. As a preliminary assignment, our students had examined how the region is represented on the Internet from the perspective of potential tourists, both domestic and international. They also gave a quick overview of the recent development of the region in combination with development possibilities.

Making tourism better
Nature tourism workshop at Etelä-Konnevesi region

From the student presentations, it became obvious that the region has a vast tourism potential, but the problem is that very few know about this hidden gem. Most tourists that come to the region just visit the Southern-Konnevesi National Park, even though the region is full of interesting, high-quality and distinctive tourism businesses. Thus we were able to pinpoint the tourism development problem to marketing and sales, as well as networking between the actors in the region.

Besides our students, there was a wide range of presentations from local entrepreneurs and tourism personnel, Jyväskylä UAS and Visit Jyväskylä, and Johku. The tourism in the region and development possibilities were discussed from many different viewpoints, providing a great overview of the topic.

Networking and collaboration

At the end of the first day, we had the chance to visit a local rural tourism business Suopirtti Highland and meet their “hairy cows” (ie. highland cattle). It was indeed an experience for all of us. Afterward, we had a chance to taste delicious locally produced dishes at restaurant Mierontie. The restaurant also had a unique, wooden interior design made by local Jukola Industries. At the end of the second day, we had the chance to visit the National Park and experience KalajaRetkeily hospitality from Markku Utriainen. These visits only reinforced our view that there are many great and original tourism products and services in the region, but very few have ever heard of them.

Tourism services at Etelä-Konnevesi
Local tourism services

Professor Raija Komppula emphasized at the workshop how important collaboration and networking are for tourism businesses. Not that much can be achieved by doing things alone. Tourists seldom choose a destination based on one tourism business. Tourists are looking for an amalgam of experience that they can enjoy during their trip and only by working together a region can provide tourists what they want.

Tourism business development

Our students are now working with individual tourism businesses as their second assignment. Each student was assigned with a tourism business with their own development possibilities. The businesses gave our students practice-oriented tasks connected to topics such as marketing mix development, service packaging, experience design, technology adoption and new-service development. Our students will provide each involved business a short report that guides the businesses to take the next steps.

Students in a nature trail
TMM students and staff at the Etelä-Konnevesi National Park

Collaboration with TMM

We have built our programme so that this kind of destination and business collaborations are possible. Our students performed really well during the workshop and have clearly learned a lot during this past year they have been studying with us. We will continue our collaboration with Etelä-Konnevesi region and are also open to new possibilities to make tourism better. If you are interested in collaboration, please contact me at juho.pesonen[at]uef.fi.

Nature tourism is trending as we start to understand how healthy being in nature is

Nature tourism in Finland is all about “the space to breathe, a time to dream, hiking in summer, cross-country skiing in winter, gathering berries and mushrooms or simply a gentle walk in the woods.” (http://www.visitfinland.com/finrelax/). Nature is also one of the central themes in Master’s Degree Programme in Tourism Marketing and Management (MDPTMM, www.uef.fi/tmm). Why is nature so important for tourism that we have raised it so high in the programme?

Nature tourism brings us closer to nature
Nature has great health benefits for people

There is an increasing amount of evidence that being in the nature has huge benefits for our health. The latest is a 300-page review report from European Commission (link). The report examines more than 200 academic studies exploring the topic from various perspectives.

As more and more of us are living in the cities the interest to travel back to the nature increases. We are bored with congestion, air pollution, noise and eternal hurry. We want to have a place for relaxation, a place to get away from it all. Nature provides balance and health for our busy life and creates fantastic possibilities for example for digital detox.

FinRelax

Nature does as good and people are starting to realize that. Destinations that have good infrastructure for nature tourism will come up strong. But nature tourism needs to be developed in a sustainable way. In Finland for example Visit Finland is focusing on FinRelax program to increase the level of nature tourism products across the country and developing them to a direction that focuses on creating wellbeing for tourists (http://www.visitfinland.com/finrelax/). Finland aims to be the best place to relax in the nature, a noteworthy goal. All the elements are in place and it will be interesting to see how it all plays out. We have a front seat for this as the MDPTMM will work closely with Visit Finland and especially with FinRelax program to understand destination marketing and management.