Development of an Adventure Sleep concept for the Archipelago Sea Emil Baibekov Bachelor’s Thesis Degree Programme in Tourism 2020 Abstract Date Author(s) Emil Baibekov Degree programme Degree Programme in Tourism Report/thesis title Number of pages Development of an Adventure Sleep concept for the Archipelago and appendix pages Sea 35 + 12 The Archipelago Sea is one of the World’s big wonders that is yet to become as popular as Helsinki or Lapland when it comes to planning a visit to Finland. The objective of this work was to evaluate and conceptualize a new accommodation offer in the direction of an Ad- venture Sleep by analysing successful businesses in Switzerland. This Bachelor Thesis includes an Adventure Sleep concept development for the destina- tion Archipelago Sea in Finland. The key elements of a successful Adventure Sleep con- cept were identified, described and discussed. In order to create an Adventure Sleep concept and to answer the research questions, a lit- erature research and two expert interviews were carried out. Moreover, the opinions of the various interested parties, experts and authors have been considered. According to the results, an appropriate offer idea for the Adventure Sleep concept in Ar- chipelago Sea consists of Tiny Houses and Tipis, which both offer a unique experience with a high-standard quality of service. Inquisitive, adventurous and nature-oriented guests are to be considered as the main target group for this concept. The most important collabo- rations include local municipality, VisitFinland and local hosts, willing to provide tourists with a unique sleeping experience. Based on the literature research and the analysis of the interview results, it was found that there is a growing interest in a nature-oriented way of travelling and extravagant and unique accommodation options are playing a huge role in the process of chosing a travel destination among tourists. The market of an Adventure Sleep is yet to be formed, therefore a development of the offers in the Archipelago Sea must be carried out in order to fill this gap and increase a brand-awareness of Finland and Archipelago Sea, in particular, as an Adventure Sleep destination. Keywords Adventure, Sleep, Experience, Concept Table of contents 1 Introduction ................................................................................................................... 1 1.1 Research background ........................................................................................... 1 1.2 Research goals ..................................................................................................... 1 1.3 Research questions .............................................................................................. 2 1.4 Research area ...................................................................................................... 2 1.5 Structure of the Bachelor Thesis ........................................................................... 2 2 Switzerland and Finland as travel destinations .............................................................. 4 2.1 Switzerland as a travel destination ........................................................................ 4 2.2 Finland as a travel destination ............................................................................... 4 2.2.1 Tourism in Finnish Archipelago .................................................................. 5 2.2.2 Accommodation offers in Finnish Archipelago ............................................ 6 3 Accommodation sector .................................................................................................. 7 3.1 Accommodation establishments ............................................................................ 7 3.2 Hotel Industry ........................................................................................................ 8 3.3 Aparthotel ............................................................................................................. 8 3.4 Parahotel .............................................................................................................. 8 3.4.1 Commercial holiday apartments ................................................................. 8 3.4.2 Campsites .................................................................................................. 9 3.4.3 Collective accommodation ......................................................................... 9 3.4.4 Youth hostels ............................................................................................. 9 3.4.5 Agritourism ................................................................................................. 9 3.4.6 Bed & Breakfast ......................................................................................... 9 3.5 Definition of an Adventure sleep ......................................................................... 10 3.6 Trends ................................................................................................................ 10 4 New product development ........................................................................................... 12 4.1.1 Step 1: Analysis and Orientation .............................................................. 12 4.1.2 Step 2: Creative phase ............................................................................. 12 4.1.3 Step 3: Content specification, goal and strategy setting ........................... 13 4.1.4 Step 4: Define services and calculate prices ............................................ 13 4.1.5 Step 5: Advertising, Communication, Media work..................................... 13 4.1.6 Step 6: Quality assurance ........................................................................ 14 5 Method ........................................................................................................................ 15 5.1 Research design ................................................................................................. 15 5.2 Data collection .................................................................................................... 16 5.2.1 Secondary research ................................................................................. 16 5.2.2 Primary research ...................................................................................... 16 5.3 Data preparation and evaluation ......................................................................... 18 6 Analysis and interpretation of the results ..................................................................... 19 6.1 Current situation and future opportunities ............................................................ 19 6.2 Target groups ..................................................................................................... 21 6.3 Benchmark .......................................................................................................... 22 6.4 Communication and distribution .......................................................................... 23 7 Adventure Sleep concept ............................................................................................ 24 7.1 Overview of an Adventure Sleep concept ............................................................ 24 7.2 Goals and strategies ........................................................................................... 24 7.3 Offer Idea ............................................................................................................ 25 7.4 Additional activities ............................................................................................. 26 7.5 Target groups ..................................................................................................... 27 7.6 Service modules and price .................................................................................. 28 7.7 Cooperations ...................................................................................................... 29 7.8 Service chain ...................................................................................................... 30 7.9 Investments ........................................................................................................ 30 7.10 Quality assurance ............................................................................................... 31 8 Discussion ................................................................................................................... 32 References ...................................................................................................................... 34 Appendices ...................................................................................................................... 35 1 Introduction Current tourism trends show a significant increase in the demand for the nature and ad- venture experiences among travellers. Organised activities, adventure services and prod- ucts which further people’s well-being are expected to be particularly popular. Finland is able to offer a safe and clean environment with well-organised tourism products. So-called adventure tourism products will also increase their popularity among businesses. Adven- ture tourism has been defined in many different contexts and it has been called by a vari- ety of different names. Often the type of accommodation travellers chose for their adven- ture trip is being a core of the adventure itself, so-called Adventure sleeping. The Archipelago Sea in