Foresights of Island Tourism in Nauvo and Possibilities for Season-extension
Pasanen, Niina (2022)
Pasanen, Niina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022100720965
https://urn.fi/URN:NBN:fi:amk-2022100720965
Tiivistelmä
The assignment for this thesis was given by the VISIT project to explore the future of island tourism in Nauvo. The purpose of the research is to be predictive, exploring the macro environment of Nauvo and analysing the possible impacts on its tourism industry. The objective of the thesis is to gain insight of the future island tourism and to find development ideas for season-extension. The research problem aims to find answers to the questions of how the tourism in Nauvo looks like in the future and what kind of possibilities there are for season-extension. The results of the research are valuable for the project, its partners, and associates as well as for other destinations and tourism businesses in Finland.
The theoretical framework introduces the concepts of island tourism, destination management and sustainable tourism to explain the need for season-extension. Then the concepts of future and change are introduced to give understanding how the future needs can be anticipated. The research uses Strategic Foresight starting from Environmental Scanning, continuing to Semi-Structured interview, and ending up to scenario workshop.
The research problem aimed to find answers to the questions of how the tourism in Nauvo looks like in the future and what kind of possibilities there are for season-extension. The results described different changes - trends, megatrends, and wild cards - that are impacting the island tourism in Nauvo and analysed how they would appear in the future. The possibilities for season-extension were also described by giving development ideas that emerged during the scenario workshop.
COVID-19 has caused decrease in travelling, but Nauvo has enjoyed popularity amongst the domestic and nature tourists. For Nauvo becoming a sustainable tourism destination, some actions are suggested concerning measurements of environmental legislation, skilled workforce, cultural and natural heritage, customer experience, experiences, and new customer segments. Development ideas for season-extension concerned the development of year-round archipelago brand and experiences around seasons, marketing, seamless customer experience, new services, and packages around archipelagic life.
The theoretical framework introduces the concepts of island tourism, destination management and sustainable tourism to explain the need for season-extension. Then the concepts of future and change are introduced to give understanding how the future needs can be anticipated. The research uses Strategic Foresight starting from Environmental Scanning, continuing to Semi-Structured interview, and ending up to scenario workshop.
The research problem aimed to find answers to the questions of how the tourism in Nauvo looks like in the future and what kind of possibilities there are for season-extension. The results described different changes - trends, megatrends, and wild cards - that are impacting the island tourism in Nauvo and analysed how they would appear in the future. The possibilities for season-extension were also described by giving development ideas that emerged during the scenario workshop.
COVID-19 has caused decrease in travelling, but Nauvo has enjoyed popularity amongst the domestic and nature tourists. For Nauvo becoming a sustainable tourism destination, some actions are suggested concerning measurements of environmental legislation, skilled workforce, cultural and natural heritage, customer experience, experiences, and new customer segments. Development ideas for season-extension concerned the development of year-round archipelago brand and experiences around seasons, marketing, seamless customer experience, new services, and packages around archipelagic life.