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DEVELOPING ECOTOURISM in CENTRAL OSTROBOTHNIA Analyzing the Russian Market

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DEVELOPING ECOTOURISM in CENTRAL OSTROBOTHNIA Analyzing the Russian Market Victoria Mefodyeva DEVELOPING ECOTOURISM IN CENTRAL OSTROBOTHNIA Analyzing the Russian market Thesis CENTRIA UNIVERSITY OF APPLIED SCIENCES Business Management November 2019 ABSTRACT Centria University Date Author of Applied Sciences December 2018 Victoria Mefodyeva Degree programme Business management Name of the thesis DEVELOPING ECOTOURISM IN CENTRAL OSTROBOTHNIA Analyzing the Russian market Instructor Pages 20+2 Supervisor Katarina Broman Ecotourism is not wide-spread, but quite well-known way of travelling. Despite of increasing number of travelers, attracted by this new way of experience, ecotourism needs to make more people know about it. The main aim of this thesis was to identify current situation of ecotourism in Finland, especially in region of Central Ostrobothnia. The thesis also focused on Russia as target market and shows current situation and evaluation of tourism on the Russian market. Beside this, the thesis includes some options and ways of developing ecotourism in Central Ostrobothnia and getting the region more attractive for foreigners. The thesis research was made in support with Kvarnen, the organization, located in Kronoby. Kvarnen involves active participation in various development processes at local, national and international level. It offers many educational and entertainment services for young people from all over the world. As far as Central Ostrobothnia is not popular destination for international travelers, the main aim of Kvarnen is to develop the region and make it attractive for tourists. The thesis contains a research that was made in summer-autumn 2018 among Russian tourists of different ages, genders and social groups. Set of questionnaires was prepared and distributed among people of different ages, genders and professions. The collected data were later analyzed and interpreted through Webropol 2.0. The questions were also translated into Russian to make the research more comfortable for people, who don’t speak English. Key words Central Ostrobothnia, ecotourism, Kvarnen, Russian market CONTENTS 1 INTRODUCTION....................................................................................................................1 2 TOURISM IN FINLAND.........................................................................................................2 2.1 The most popular destinations............................................................................................2 2.2 Russian impact on Finnish tourism....................................................................................2 3 ECOTOURISM..........................................................................................................................4 3.1 The concept of ecotourism......................................................................................................4 3.2 Ecotourism in Finland.............................................................................................................5 4 CENTRAL OSTROBOTHNIA................................................................................................6 4.1 Main industries of Central Ostrobothnia...........................................................................6 4.2 Tourism in Central Ostrobothnia.......................................................................................7 5 KVARNEN SAMCOMMUN AND ITS “FUTURE AND NATURE OF ECOTURISM”..8 6 ANALYZING THE MARKET AND SWOT ANALISYS.....................................................9 6.1 SWOT.......................................................................................................................................9 6.2 Analyzing the market with Webropol 2.0...........................................................................10 6.2.1 Collection information about respondents.......................................................................11 6.2.2 Analyzing the best ways for booking tours.......................................................................12 6.2.3 Evaluation of tourism and ecotourism in Finland...........................................................15 7 DEVELOPING ECOTOURISMINCENTRAL OSTROBOTHNIA..................................18 7.1 Tourist agencies......................................................................................................................18 7.2 Language schools and education centers.............................................................................18 7.3 Social media............................................................................................................................19 7.4 Work and travel.....................................................................................................................19 7.5 Combine ecotourism with other activities...........................................................................20 8 CONCLUSIONS AND DISCUSSION...................................................................................21 REFERENCES............................................................................................................................22 FIGURES FIGURE 1. The age ratio of respondents in percentage. …………………………………….…12 FIGURE 3. Preferable ways of travelling n percentage. ……………………………………….12 FIGURE 3. The most preferable ways of searching for the information about trips abroad.…..13 FIGURE 4. The most crucial factor for choosing the destination …….………………………..14 FIGURE 5. Annual cost for travelling abroad ……..…………………………………………...15 FIGURE 6. The most attractive aspects of Finland according to the respondents`opinions…..............................................................................................................,.16 FIGURE 7. The most desired region to visit…………….....…………………………………...32 1 1 INTRODUCTION Ecotourism is the way of travelling which is becoming more and more popular nowadays. Chaotic lifestyle of modern world makes people turn their attention to escape from cities to the lap of nature. The growing attention to the state of the environment is forcing more and more people to abandon traditional tourism in favor of ecotourism. Despite of its increasing popularity, ecotourism needs to try to make more people know about it. The main aim of this thesis was to identify how ecotourism can be developed in Finland, especially in the region of Central Ostrobothnia and which threats and opportunities it can face with. Central Ostrobothnia is not such developed touristic region as for example Lapland or Helsinki, but still has chances to become unique tourist destination of Finland. The aim of the thesis is to present some options of developing ecotourism in Central Ostrobothnia and it shows the ways of combining ecotourism with other activities and aims which could be attractive for travelers. The Russian market is the target group of the thesis. It is well known fact, that most of tourists in Finland come from Russia (Statistics Finland 2018) The thesis is going to contain an empirical research and it will be carried out in the summer and autumn of 2018. The research is going to be made in Webropol 2.0 but also translated into Russian to make the questions easier for the respondents to understand. 2 2 TOURISM IN FINLAND Finland attracts millions of people all over the world by its incredible nature and culture. Nowadays tourism has become a vital part of Finnish economic. Many tourists from all over the world visit Finland every year. 2.1 The most popular destinations One of the most popular destinations in Finland is the capital city of Helsinki. The other popular cities are Turku, Tampere and Oulu. In Finland, mostly in Lapland, winter tourism is developed - downhill for lovers of skiing and snowboarding, hiking on snowmobiles, riding a dog and reindeer sledding (resort in Ylläs and others). The resorts of Salla, Pyhä, Ruka (near Kuusamo), Suomu (near Kemijärvi), Saariselkä, Levi and Ylläs are famous for their ski slopes. Since the 2010s, ecological tourism is gaining momentum. The tourism industry of the country offers for these purposes walking routes in protected areas, as well as a visit to a network of national parks and protected areas. For example, in Helsinki region, a number of previously inaccessible for tourists, islands are opened for eco-tourism in summertime - Vallisaari, Klovaharun, Isosaari. 2.2 Russian impact on Finnish tourism Nowadays most of tourists in Finland come from Russia. According to accommodation statistics, the biggest amount of overnight stays was made by Russian tourists (Statistics Finland 2018). The statistics doesn’t include people travelling by farriers or ones, who had one day trip. In the same time, Russia takes 5th place among the most popular destinations for Finnish tourists after Estonia, Spain, Sweden and Germany (Visit Finland statistics 2018). 3 According to estimates of the Federal State Statistics Service (Rosstat 2018), last year the number of tourist trips to the EU countries from Russian tourists increased by 25% compared to 2016, reaching almost 40 million. Following the analytical agency TourStat, Finland was the most popular the EU country for Russian tourists, perhaps a significant part of the stream are residents of St. Petersburg due to the proximity and simplified registration of the Schengen visa. In general, 12.2 million of trips from Russia to the EU fell on the 5 most popular countries of EU (TourStat, 2017): Finland (3.333 million tours from Russia), Estonia (1,728 million), Poland (1.230 million ), Germany (1.229 million), Spain (929 thousand). 4 3
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