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Outdoor Activities in Finland. Trends and New Business Opportunities - A Cultural Orientation . A Presentation at I.U.T., Cherbourg, France Week 6, a.d. 2007 . - Ismo Koponen, Mr Oulu Polytechnic- University of Applied Sciences . ? ? ? .

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outdoor activities in finland

Outdoor Activities in Finland

Trends and New Business Opportunities -

A Cultural Orientation

a presentation at i u t cherbourg france week 6 a d 2007

A Presentation at I.U.T., Cherbourg, France Week 6, a.d. 2007

-

Ismo Koponen, Mr

Oulu Polytechnic- University of

Applied Sciences

slide3
? ? ?
  • What are the three things that you like doing outdoors ?
  • What are the three things that you need for practicing your activity ?
  • What are the three benefits you get from your favourite activity ?
outdoor activities in finland 1
Outdoor activities in Finland 1
  • Ski’ing in winter at about -25 d:s C.
  • Most important findings of the ”Track 2000 Research Project” concucted by
  • Ervasti, Pertti & Koponen, Ismo
  • - in Kuusamo, Finland
  • - n = 635 surveyees
skiers classified
Skiers classified
  • - 100 km:s / a.: 36%
  • 101 - 300: 31%
  • 301 - 500: 18%
  • 500 - : 15%
ski ing requires driving
Ski’ing requires driving !
  • 36,9% of the answerers traveled up to 800 km:s to reach the ski’ing resort, and
  • another 21,4% up to 200 km:s
reasons for coming
Reasons for coming
  • Previous experiences with the place: 36,1%
  • Part time residence in the area i.e. ownership of or relationship to an owner of a cabin etc.: 29,8%
  • 77% of answerers had previous experiences of the resort
time money equipment
Time, money & equipment
  • 37% up to 5 days
  • 63% more than, and
  • 67% up to 500 euros, and
  • 33% more than
  • 97% of skiers use own gear
customer satisfaction 1 4
Customer Satisfaction (1-4)
  • In general (3-4): males: 95,5%, and
  • females: 95,7%
  • condition of tracks: 3 - 4
  • safety of tracks: 3 - 4
  • facilities for equipment service: 2 - 3
  • ski schools: 2 - 3
customer satisfaction cont
Customer Satisfaction (cont.)
  • Co-incidently the more important services will still have to be improved, while less important ones exceed the expectations.
  • Can a change in the Finnish ’ski-ing culture’ be predicted ? Please, see previous slide …
five factors found
Five Factors Found
  • Services directly related to ski’ing
  • Services related to after-ski’ing
  • Safety oriented, active, ski’ing
  • Ski’ing as an ’addiction’
  • Ski’ing as an excuse for taking a break
  • Segmentation and product positioning !
according to recent media
According to recent media:
  • ”Finns do not tolerate cold climates very well”.
  • ”The Dutch are the best in Europe, in this aspect”.
  • Reasons to this ’development’ are in our
  • housing, clothing, commuting, and working conditions, and in indoor activities !
outdoor activities in finland 2
Outdoor activities in Finland 2
  • Hiking in summer at about +25 d:s C.
  • Most important findings of the research project of
  • ”Summer visitors and their usage of money”, by Kauppila P & Rämet J, and
  • ”Tourism resorts as fore runners of regional development”, by Kauppila P
finns vs foreigners 1
42 years in ave.

Families

Vocational education

Blue collar workers

35 - 45.000 euros in total income / a.

Kauppila & Rämet (01)

44 years in ave.

Families

Vocational education

White collar workers

45 - 55.000 euros in

total income / a.

Finns vs Foreigners 1
finns vs foreigners 2
Resort oriented

Come by own car

With family

Self planned trip

Holiday / no particular

reason

4+ nights

45 euros per night

On a round trip

Use public transport:n

With spouse

Self planned trip

Holiday / no particular

reason

7+ nights

40 euros per night

Finns vs Foreigners 2
emerging trends 1
Emerging Trends 1
  • Summer activities (where is the business?):
  • - Mountain and down-hill cykling
  • - Nordic walking
  • - Swamp soccer
  • From cheap to expensive equipment, and
  • from free to cheap environment
emerging trends 2
Emerging Trends 2
  • Winter activities (where is the business?):
  • - Nordic walking
  • - Snow shoe walking
  • - Winter swimming
  • Cheap equipment (see ad), and
  • free infrastructure
environmental issues
Environmental Issues
  • A snow mobile based on ’traditional’
  • 2-stroke engine technology pollutes 1500X the amount a modern family car (e.g. an Audi A4) does
  • Mind your manners ! Save energy - use your own !
  • Do something to sweat, or…
general affect on economy
General Affect on Economy
  • Better infrastructure, and
  • better services,
  • that also local population may use, and benefit from.

Source: Kauppila (2004)

  • Cherbourg and the military forces, in this aspect ?
useful sites
Useful sites
  • www.kuusamo.fi
  • www.ruka.fi
  • Thank you for your attention, ladies and
  • gentlemen !
  • ikoponen@oamk.fi