Food expectations of international travelers in Finland
Pusa, Petra (2013)
Pusa, Petra
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120119269
https://urn.fi/URN:NBN:fi:amk-2013120119269
Tiivistelmä
The aim of this study was to research the food expectations of international travelers, image of Finnish food and travelers’ wishes concerning food products and services during their stay in Finland. The subject is relevant and contemporary for Finland. This thesis is a part of larger entity FOOD&TRAVEL project, which aims to produce tools for actors in the tourism industry.
The study was conducted in a quantitative method and carried out using a survey dur-ing March 2013 at the Helsinki-Vantaa Airport and at Esplanade, downtown Helsinki. The questionnaires studied international travelers’ images, conception and expecta-tions of Finnish food, money spenditure and most suitable times, places and products for eating. 112 short interview-like open-end questions were performed at the end of the survey asking “What kind of thoughts does Finnish food bring to your mind?” There
The results of this study indicate that image of Finnish food is quite unknown. Image of Finnish food is mainly neutral or positive. Finnish food is considered of high quali-ty, clean and safe. Food and food products in Finland were considered strongly safe and expensive as well as fresh, mild, old-fashioned and of good quality. Many travel-ers assume that food in Finland is produced locally in small farms and generally the food is considered clean. Travelers wish to eat mostly three meals per day. The most wanted Finnish food products were fish in general and the most commonly men-tioned species was salmon. The favorite places to dine were casual restaurants and market halls. These findings are consistent with previous researches done in this field. Food as a phenomenon is discussed, conclusions of the results are presented and fu-ture research suggestions are made.
The survey reveals new information in the form of specific information about travel-er’s expectations and wishes. To get more valid information the surveys should be repeated annually during high seasons. Investigating travelers’ needs and wishes offers fruitful material to be investigated and analyzed. Results offer tools to design, plan and execute better services and products for tourism needs. Nordic purity, the Finnish natural environment with its lakes and forests, the purity of waters, nature and every-thing in it from berries to game should be carefully designed to create a world-class Finnish Food Brand to be introduced to the world.
The study was conducted in a quantitative method and carried out using a survey dur-ing March 2013 at the Helsinki-Vantaa Airport and at Esplanade, downtown Helsinki. The questionnaires studied international travelers’ images, conception and expecta-tions of Finnish food, money spenditure and most suitable times, places and products for eating. 112 short interview-like open-end questions were performed at the end of the survey asking “What kind of thoughts does Finnish food bring to your mind?” There
The results of this study indicate that image of Finnish food is quite unknown. Image of Finnish food is mainly neutral or positive. Finnish food is considered of high quali-ty, clean and safe. Food and food products in Finland were considered strongly safe and expensive as well as fresh, mild, old-fashioned and of good quality. Many travel-ers assume that food in Finland is produced locally in small farms and generally the food is considered clean. Travelers wish to eat mostly three meals per day. The most wanted Finnish food products were fish in general and the most commonly men-tioned species was salmon. The favorite places to dine were casual restaurants and market halls. These findings are consistent with previous researches done in this field. Food as a phenomenon is discussed, conclusions of the results are presented and fu-ture research suggestions are made.
The survey reveals new information in the form of specific information about travel-er’s expectations and wishes. To get more valid information the surveys should be repeated annually during high seasons. Investigating travelers’ needs and wishes offers fruitful material to be investigated and analyzed. Results offer tools to design, plan and execute better services and products for tourism needs. Nordic purity, the Finnish natural environment with its lakes and forests, the purity of waters, nature and every-thing in it from berries to game should be carefully designed to create a world-class Finnish Food Brand to be introduced to the world.