Kinky in Helsinki: Amplifying Fetish Events in Finland

Abstract

Fetish events are niche gatherings that specifically cater to the fetish community. These events provide locations where individuals can freely and safely exhibit self-expression and sensuality without fear of being judged. The objective of this thesis is to acquire a thorough comprehension of customer needs at these types of events by conducting interviews and performing a comparative study of observations made at fetish parties in Berlin and Zurich. This provides essential perspectives for stakeholders and event organisers, providing a basis for creating ideas to improve the development of fetish events in Helsinki.

This study also helps to the advancement of inclusive tourism as advocated by the city of Helsinki. The study begins by highlighting the significance of niche events in the tourism industry, subcultures and trends, the historical development of fetishes, and the fetish community. The background will also address the current fetish events taking place in Berlin, Zurich, and Helsinki. In addition, it examines the distinctions between fetish events in Zurich and Berlin, and the variables contributing to their success.

The theoretical framework examines the incentives that drive individuals to participate in fetish events, while also analysing these events from the perspective of realms of customer experiences. This thesis employs the initial two phases of the design thinking method, namely empathy and define, through participatory observations carried out in Berlin in May 2023 and in Zurich in January 2024. The purpose of these observations is to develop a comprehensive understanding of the participants' experiences and facilitate the subsequent interviews. The interviews were performed with a strong emphasis on maintaining anonymity and privacy, utilizing different venues for communication exchange. Observations were undertaken based on experiential domains, and a diary of observations was maintained, utilizing its notes as a model of the consumer journey.

The study data was consolidated and synthesized into problem statements, which were further refined into three customer personas. As a result, three distinct customer personas were identified: the confident fetish fashionista, the insecure novice, and the curious partygoer. To enhance the participants' experiences in a fetish event, it is crucial to address their needs. This can be achieved by implementing the following recommendations: providing clear event descriptions, conducting orientation sessions, creating dedicated spaces for workshops and outfit repair stations, and ensuring comfort zones for the participants. These recommendations, in addition to other factors to contemplate when organizing a fetish event, such as the venue and legal implications, were evaluated in relation to the theoretical foundation of the thesis.