Volume 6 Issue 2 April 2008 Applied Research Note 1

The Finnish ecotourism market profile

by Peter Björk (Swedish School of Economics and Business Administration)

There is a huge challenge to market ecotourism tours to Finnish tourist. Survey data indicate that a) the knowledge of ecotourism among Finnish people is very low, and b) it seems hard to distinguish a unique ecotourism segment based on demographic data. One could easily be depressed by these results, but our findings do also show that c) a majority of the respondents is prepared to spend “some of their holiday in the next twelve months increasing their understanding and appreciation of nature?” Key words: ecotourism, ecotourist, marketing, market segmentation.

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