Success factors in farm tourism : Qualitative study of farm tourism enterprises in Finland
Vähäuski, Juuli (2016)
Vähäuski, Juuli
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604285411
https://urn.fi/URN:NBN:fi:amk-201604285411
Tiivistelmä
Agriculture in Finland and globally struggles and farmers have difficulties reaching profitability. Among other industries, tourism is found as an efficient alternative for diversification thanks to several factors. However, to forward the positive influences, tourism enterprise must succeed. This bachelor thesis is a qualitative research aiming to identify success factors in Finnish farm tourism.
The research was conducted in spring semester 2016. It is commissioned by Lomalaidun Ry, a national association developing rural tourism in Finland. Results are addition to commissioner’s knowledge and beneficial for farm tourism entrepreneurs both already in the industry and ones planning to enter it.
Theoretical framework is created through reviewing existing researches on success factors. Based on those, hypothetical success factors in farm tourism are generated, which furthermore function as a base for interview frame. Theme interviews with four Finnish farm tourism entrepreneurs were conducted in order to collect data.
The key findings reveal that expanded, reasonably priced and easily accessible product is a success factor. Online marketing and sales channels were found well applicable. Relevant professional and educational background of the entrepreneur are important as well as enthusiasm to the industry. Adapting in different contexts is important. Networking and taking care of one’s own wellbeing is needed in the engaging profession of farm tourism entrepreneur. Pure nature, authenticity and peacefulness are unique competitive benefits of Finnish farm tourism.
Further research and actions towards proceeding rural development would be beneficial to occur. Farm and rural tourism can for their parts contribute to more vivid and wellbeing rural areas in Finland. Additionally, countryside and nature could be more efficiently used as triumphs of differing tourism in Finland among foreign markets.
The research was conducted in spring semester 2016. It is commissioned by Lomalaidun Ry, a national association developing rural tourism in Finland. Results are addition to commissioner’s knowledge and beneficial for farm tourism entrepreneurs both already in the industry and ones planning to enter it.
Theoretical framework is created through reviewing existing researches on success factors. Based on those, hypothetical success factors in farm tourism are generated, which furthermore function as a base for interview frame. Theme interviews with four Finnish farm tourism entrepreneurs were conducted in order to collect data.
The key findings reveal that expanded, reasonably priced and easily accessible product is a success factor. Online marketing and sales channels were found well applicable. Relevant professional and educational background of the entrepreneur are important as well as enthusiasm to the industry. Adapting in different contexts is important. Networking and taking care of one’s own wellbeing is needed in the engaging profession of farm tourism entrepreneur. Pure nature, authenticity and peacefulness are unique competitive benefits of Finnish farm tourism.
Further research and actions towards proceeding rural development would be beneficial to occur. Farm and rural tourism can for their parts contribute to more vivid and wellbeing rural areas in Finland. Additionally, countryside and nature could be more efficiently used as triumphs of differing tourism in Finland among foreign markets.