Future of all-female travelling : market research for En Route to Nordic Women Power project
Jeger, Katariina (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052817741
https://urn.fi/URN:NBN:fi:amk-2025052817741
Tiivistelmä
Finland has many brand images on the international tourism field, but it seems that quite often Finland is typically known for Santa Claus, Lapland and northern lights among the international tourists. Nevertheless, the commissioner of this master’s thesis, the En Route to Nordic Women Power project, sees that Finland has many other attractive themes to offer for international tourist to experience and has therefore developed new, innovative all-female travel packages which utilize the uniqueness and attractivity of the wellbeing of the northern women and their success stories.
All-female travelling is a growing segment as the number of female solo travellers is increasing annually worldwide. To attract these female travellers, the commissioner, an experienced tourism operator who sees the importance of this special segment, has wanted to invest in offering responsible, high-quality travel experiences in Finland for female travellers from all over the world to experience. The commissioner’s all-female tours are inspired by the gender equality and lifestyle of northern women. The travel packages include glimpses into everyday life and innovations, encounters among women with different backgrounds, the exchange of experiences, and inspiration.
The goal of this this master’s thesis is to conduct market research for the En Route to Nordic Women Power project which aims at bringing new kind of content to the tourism industry. The objectives of the development work are to investigate the brand of Finland as a travel destination by collecting feedback about the commissioner’s new all-female tours both from international tour operators and travel agencies specialized in all-female and women-only travelling as well as from the end-users, the female travellers. The development work aims to find out if the new travel packages are found attractive and interesting by the travel companies and the consumers in order to see if there are need and potential on the market for such tours.
The researcher planned to conduct the data collection process in two phases in which both quantitative and qualitative data would have been collected. In the first phase data was collected by creating an online survey for the international tour operators and travel agencies by using the Webropol tool. The survey link was sent to the respondents via email contacts that the researcher had collected from the Internet. Among the travel companies specialized in all-female and women-only travelling, the researcher hoped to find interviewees for expert interviews in order to gain qualitative data. Due to challenges regarding the interviews, the researcher ended up making a second online survey targeted for the end-users, the female solo travellers, who were contacted trough several Facebook groups.
The research provides insights about the segment and the market for the commissioner who can utilize the new, gained data for the further development of its all-female tours.
All-female travelling is a growing segment as the number of female solo travellers is increasing annually worldwide. To attract these female travellers, the commissioner, an experienced tourism operator who sees the importance of this special segment, has wanted to invest in offering responsible, high-quality travel experiences in Finland for female travellers from all over the world to experience. The commissioner’s all-female tours are inspired by the gender equality and lifestyle of northern women. The travel packages include glimpses into everyday life and innovations, encounters among women with different backgrounds, the exchange of experiences, and inspiration.
The goal of this this master’s thesis is to conduct market research for the En Route to Nordic Women Power project which aims at bringing new kind of content to the tourism industry. The objectives of the development work are to investigate the brand of Finland as a travel destination by collecting feedback about the commissioner’s new all-female tours both from international tour operators and travel agencies specialized in all-female and women-only travelling as well as from the end-users, the female travellers. The development work aims to find out if the new travel packages are found attractive and interesting by the travel companies and the consumers in order to see if there are need and potential on the market for such tours.
The researcher planned to conduct the data collection process in two phases in which both quantitative and qualitative data would have been collected. In the first phase data was collected by creating an online survey for the international tour operators and travel agencies by using the Webropol tool. The survey link was sent to the respondents via email contacts that the researcher had collected from the Internet. Among the travel companies specialized in all-female and women-only travelling, the researcher hoped to find interviewees for expert interviews in order to gain qualitative data. Due to challenges regarding the interviews, the researcher ended up making a second online survey targeted for the end-users, the female solo travellers, who were contacted trough several Facebook groups.
The research provides insights about the segment and the market for the commissioner who can utilize the new, gained data for the further development of its all-female tours.