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

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.

Welcome to Tourism Marketing and Management

Koli, tourism marketing and management
Picture by Karelia Expert

Welcome to the blog of International Master’s Degree Programme in Tourism Marketing and Management by University of Eastern Finland. This blog is an essential part of the programme and will bring forth the ideas and news from the programme. We aim to build a significant international platform for making tourism better with this programme and the blog. 

The programme will start during Autumn 2017. The programme seeks to attract students from Europe and Asia in particular. The programme is also open to Finnish students interested in tourism studies and holding a relevant Bachelor’s degree. The international nature of the programme makes it possible to create new networks and showcase Finland’s strengths in tourism globally, as well as to obtain new information about tourists coming from abroad.

This kind of a programme in tourism marketing and management hasn’t existed in Finland before, and the programme’s strong focus on tourism marketing will bring new life to the Finnish tourism sector. The key themes of the two-year Master’s degree programme are built around the strengths and opportunities of tourism in eastern Finland: nature, well-being, sustainable tourism, and digitalisation. The launch of the new Master’s Degree Programme in Tourism Marketing and Management shows that the University of Eastern Finland is confident in the positive development of the Finnish tourism sector and wants to play a role in supporting that development. Already now, tourism is a major financial factor in North Karelia and elsewhere in Finland. Globally, the tourism sector is growing by several per cent every year.

Konnevesi National Park, Finland
Konnevesi National Park, Finland

The Master’s degree programme will collaborate closely with local, national and international tourism sector companies and other actors. This collaboration is based on close interaction, with the aim of jointly developing business activities and finding solutions for any possible challenges discovered. Graduates of the Master’s degree programme will understand the role of digitalisation, customer care, customer motivation, environmental aspects and nature for the business activities of tourism companies, and they will be able to translate their understanding of these aspects into practical activities. The programme’s graduates will have the skills needed to work in a variety of different roles, for example as entrepreneurs, marketing managers, experts, coordinators, community managers and other positions involving customer relations.

The application period to the Master’s Degree Programme in Tourism Marketing and Management will be open from 1 December 2016 to 13 January 2017. For further information, please see the programme website at www.uef.fi/tmm.

For further information, please contact:

Programme coordinator Juho Pesonen, tel. +358 40 184 2698, juho.pesonen(at)uef.fi