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Customer insight in tourism product development-Importance of cultural

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The 4th Business Management International Conference

“Challenges of Creative and Innovative Management”

Customer insight in tourism product development – Importance

of cultural pre-understanding
Henna Konu ͣ
ͣ University of Eastern Finland, Business School, Centre for Tourism Studies, P.O.Box 111, FI-80101 Joensuu, Finland

Abstract

Customer insight and involvement are central issues in developing new services. Development of new products and brand
extensions should be driven by the creation of holistic experiences especially in industries offering experiential services,
e.g. tourism and hospitality. It is argued that businesses and developers should involve customers already in earlier phases
of NSD processes when new opportunities and ideas are identified. Given that tourism product development starts with
the development of a service concept, it is important to try to ascertain exactly what issues and components offer value to
whom. It is noted that differing value expectations create differing demands – also for the service process and service
system of a tourism product. There is a need to explore appropriate ways to deal with cultural diversity for tourism
purposes. This study aims to increase understanding about the importance of cultural pre-understanding of potential target
groups when certain types of tourism products are developed. The case will focus on important issues related to
developing nature-based tourism offerings in Finland for international target groups.

© 2017 Published by Burapha University.

Keywords: Customer insight; tourism product development; pre-understanding; cultural perspective

 Proceedings of the 4th Business Management International Conference, 1-2 November 2017, Chonburi, Thailand

1. Introduction According to Komppula (2006), differing value

expectations create differing demands – also for
Customers have a central role in services and the service process and service system of a
co-creating service experience. Hence, customer tourism product. Thus, the service process
insight and involvement are central issues in (including the services and interaction) and the
developing new services (Verleye, 2015). service system (including e.g. external resources
Development of new products and brand such as destination resources) affect the consumer
extensions should be driven by the creation of service experience (e.g. Komppula and Boxberg,
holistic experiences (Schmitt, 1999) especially in 2002; Tuohino, Konu, Hjalager and Huijbens,
industries offering experiential services, e.g. 2013).
tourism and hospitality. It has been argued that studies should focus on
Studies have showed that especially in the exploring appropriate ways to deal with cultural
high-involvement service contexts, such as diversity for tourism purposes (Reisinger, 2015).
tourism and hospitality, customer involvement This study aims to increase understanding about
leads to higher customer satisfaction (Bloemer the importance of cultural pre-understanding of
and Ruyter, 1999). New service development potential target groups when certain types of
(NSD) can be defined as a learning and tourism products are developed. The case will
knowledge creation process in which different focus on important issues related to developing
kinds of information and gained knowledge are nature-based tourism offerings in Finland for
utilised and transformed to new services international target groups.
(Hargadon, 1998; Matthing et al., 2004). In
customer oriented tourism product development 1.1. Customer insight
the starting point should always be the needs of
customers. Grönroos (2008) emphasises that firms should
Prahalad and Santos (2009) state that gain deep understanding of people’s everyday
customers and users can be involved in early practices to be able to develop new services.
stages of the NSD processes by tapping tacit Having customer insight by involving customers
knowledge from them, and businesses can also get one way or another, is seen to bring competitive
inspiration from customers’ new solutions to advantage as services developed in collaboration
problems (Alam, 2006). Until recently, the pre- with customers better match customers’ needs
innovation phase (Prahalad and Santos, 2009) or (Alam and Perry, 2002; Magnusson et al., 2003).
fuzzy front-end of an innovation process, However, businesses and destinations should
including the idea generation, idea screening and firstly have basic knowledge about their
concept development stages of NSD (Alam, customers to whom they want to develop the
2006), has been rather limited and less systematic services. The idea is to understand customer needs
in most businesses and have seldom included to be able to identify things that create value for
users. It is argued that businesses and developers them. This corresponds to the notion of Nambisan
should involve customers already in earlier phases (2002), when he refers a customer as a resource –
of NSD processes when new opportunities and a source of new service ideas. This type of
ideas are identified (Alam, 2006; Prahalad and involvement is applied usually in the idea
Santos, 2009). generation phase of new service development
Given that tourism product development starts (NSD) (Nambisan, 2002) and it is practiced in
with the development of a service concept many development processes (see e.g. von
(Komppula and Boxberg, 2002; Komppula, 2006), Koskull and Fougére, 2011). When the pre-
it is important to try to ascertain exactly what understanding of customers is gained it is easier to
issues and components offer value to whom. involve customers more deeply in the
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

development processes. As suggested by that are seen to influence on nature-based tourism

Edvardsson et al. (2006), customers can be behaviour.
involved as innovators or co-creators by using
various pro-active techniques, such as idea 2. Case study approach
creation, idea assessment, and creating new
solutions to meet the recognized needs. Customers This study takes a case study approach to gain
can act as co-creators when they take part in a better understanding of a phenomenon (e.g.
different service design and development Eriksson and Kovalainen, 2008). In a case study
activities. examination, it is permissible to focus on the case
and retain a real-world, holistic perspective (Yin,
1.2. Cultural perspective 2014). Yin (2014) has a twofold definition of case
studies. The first part of the definition focuses on
People of different cultural backgrounds and the scope of a case study and the second on the
nationalities have travelled extensively around the features of a case study. He states that “[a] case
world during the last decades in order to study is an empirical inquiry that investigates a
experience different cultures, cultural traditions contemporary phenomenon (the “case”) in depth
and customs (Reisinger, 2015). The cultural and within its real-world context, especially when
background and cultural values of a person the boundaries between phenomenon and context
influence greatly on the needs and wishes of may not be clearly evident” (Yin, 2014, p. 16).
tourists. It is noted that there are cultural This study represents an instrumental case, in
differences in the environmental values and which the aim is to gain an insight into an issue or
attitudes of Eastern and Western tourists (Packer to redraw a generalization. Hence, the actual case
et al., 2014; Prebensen et al., 2017) and also supports and facilitates understanding of
diverse approaches to tourism may also result in something else. In other words, this case helps to
different ways of nature appreciation (Packer et achieve an external interest (Stake, 2005) by
al., 2014). For instance, Chinese tourists increasing understanding about the importance of
appreciate natural places in terms of their cultural cultural pre-understanding of potential target
meanings and significance, and therefore, their groups when a certain type of tourism offerings
interpretation of landscapes may differ from those are developed in a destination.
of Western tourists (Sofield & Li, 1998).
The importance of examining cultural 3. Case: Developing Finnish nature-based
differences among various ethnic groups e.g. in tourism for diverse target groups
terms of behaviour, experiences, and
communication style are highlighted (Reisinger, 3.1. Developing nature-based tourism in
2015). The cultural diversity brings challenges Finland
also to destination management and marketing as
well as to tourism sustainability (Reisinger, 2015). In the Nordic countries, nature has been a key
Some tourism studies have examined impacts tourism attraction for decades (Fredman &
of different cultural worldview on visitors’ needs Tyrväinen, 2010). The growth of nature-based
(e.g. Ballantyne et al., 2014). These studies have tourism demand (Bell et al., 2008; UNWTO,
identified differences in needs between Western 2009) has generated diverse opportunities for
and Eastern cultures. However, it can be argued nature-based tourism to develop as an economic
that there may also be differences between diversification tool within regions having natural
different nationalities in Western and Eastern amenities (Fredman & Tyrväinen, 2010). The
countries, e.g. in terms of environmental values image Finland as a tourism destination is based
mainly on pure nature and nature activities.
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

Nature and environment, and the meanings the effect of trends on the development of nature-
attached to them are at centre stage when based tourism, considering the target groups.
marketing the area. Finland already considers the needs of
In Finland nature-based tourism activities are international nature tourists regarding the
seen as important development field. This availability of information in the target groups'
includes finding and developing new products and own languages. For example, the nationalparks.fi
services related on natural resources, such as site launched its Chinese section in 2014 and a
water areas and forests. Now, most of the section in Russian in 2015. At this time,
customers of Finnish nature-based tourism information is available in Chinese on nature-
providers are Finnish, but the aim is to gain more based tourism and a few national parks in Finland.
international customers from the main target At the moment, there is more material in Russian
markets. In order to develop services and including, for example, information on national
marketing to right target groups, it was noted that parks, historical and trekking destinations and
more information about customers’ cultural instructions for moving in nature and collecting
preferences and values are needed. the bounties of nature. Hence, Finnish nature-
based tourism has already been made more
3.2. Main target markets accessible to the international target groups.
However, more targeted, continuous development
VisitFinland has defined China, Japan, Russia of nature-based tourism is still needed in service
and Germany (German-speaking Central Europe) development, sales and communication.
as the main market areas for Finnish tourism. To obtain information and gain customer
Thus, these areas were selected for inspection as understanding, a broad literature review was
potential target markets of nature-based tourism. carried out on the environmental attitudes of the
Additional information on these target groups and target groups and cultural characteristics that may
the countries as market areas is available in affect nature-based tourism. The collected
several sources (e.g., Artlt, 2013; Chinavia, 2013; information was utilised for assessing (product)
European Travel Commission, 2014a; Kairos development ideas for nature-based tourism by
Future, 2014; Krag, 2014; Lohmann, 2015; comparing the needs and interests to the resources
Malankin, 2012; Pasanen & Pesonen, 2016a; available.
Pasanen & Pesonen, 2016b; Pasanen & Pesonen,
2016c; Pasanen & Pesonen, 2016d; ReiseAnalyse, 3.3. Japanese as nature tourists
2016; Räsänen, 2011; TravelChinaGuide, 2015;
VisitFinland, 2016a; VisitFinland, 2016b; World One of the characteristics of Japanese culture is
Tourism Organization UNWTO & European their appreciative attitude towards nature. It has
Travel Commission, 2015). The above sources been understood that the Japanese live together
highlight the traveller profiles of each target group with nature as opposed to fighting it (Aoyagi-Usui
and characteristics that should be considered when et al., 2003). Originally, there was no word for
developing and marketing tourism products. “nature” in Japanese, as the Japanese had not
These reports and reviews do not, however, distinguished themselves from nature (Hayashi,
indicate the interest of the target groups in nature- 2002). The Japanese are interested not only in the
based tourism or what the nature tourists of these physical characteristics and resources of nature
target areas are like. As the goal is to develop but also in the spiritualism that nature emanates
tourism based on Finnish nature for different (Morean, 1983). The relationship of the Japanese
target groups, additional information is needed with nature is based on the religion, history and
particularly on the selected target groups’ needs traditions of the country. The Japanese are a
and interests related to nature-based tourism and multi-faith people, combining traits of
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

Confucianism, Christianity, Shinto and Buddhism understanding of nature and the environment had
(Krag, 2014). Shinto is strongly connected to grown (Aki, 2009).
Japanese society and culture, so it has not spread The Japanese see and feel the landmarks of
outside of Japan (National Board of Antiquities, nature, such as mountains, seas and forests, as
2014b). places where the Kami (the gods) are present
Through Shinto, nature is part of the life of the (sengu.info, cited 2013, Krag, 2014). For the
Japanese, as worshipping and personifying nature Japanese, visiting nature means escaping the city
and a respectful approach to natural phenomena and the hurry, and nature is a source of
are part of Shinto (Vesterinen, 2012). A key idea refreshment that may not be possible at home.
in Shinto is that divinity is reflected throughout Nature prompts feelings of personal smallness, a
nature. Shinto also entails the idea that after death, feeling of being part of something larger,
people turn into a respected or holy spirit called cleansing and relaxing, but it may also provoke
Kami (Kami is a name for divinity). The spirits of fear in some. As the gods are felt present in
the ancestors are remembered and honoured nature, nature is also an important place of
particularly on days of celebration, and the spirits pilgrimage and prayer (Krag, 2014; Watkins,
of the dead are believed to help those living 2008; Watkins & Gnoth, 2011).
earthly lives to be successful and happy (National There is not much information available on the
Board of Antiquities, 2014b; Opinto.net). nature tourism of the Japanese and their motives
Shinto is manifested in the lives of the for it (in English), and many of the studies were
Japanese as the worshipping of the spirits in completed prior to 2000. It can be assumed that
different situations. For example, forces of nature some of the travel customs or motives have
have their own altars, and celebrations are changed over the years and with new generations
arranged for them. In addition, hunting and fishing becoming travellers. Some studies were, however,
involve a variety of rites and customs that aim to conducted in the 2000s among Japanese tourists,
secure the bounty and appease the spirits of nature and they also mention the significance of nature in
(National Board of Antiquities, 2014b). travels. For example, Japanese participants on
The cultural and religious background of Japan group tours wanted to relax and refresh
also affects the environmental values and attitudes themselves and let go of the stressful everyday life
of the Japanese (Aoyagi-Usui et al., 2003). On the through nature (in particular, feeling a connection
other hand, western culture and the scientific with nature) and activities in nature (Watkins &
approach to nature have also affected the views of Gnoth, 2011).
nature of the Japanese since the 20th century The assessments of Japanese group tourists
(Abe, 2009). Japanese society has accepted and also strongly emphasised calming down alone,
utilised features of western culture, particularly in being at peace and cleansing, which are strongly
relation to technology and science. This has also connected with nature, particularly water and
introduced the western idea of nature, where a key mountains, in the Japanese language and culture
idea is to promote the ways people can benefit (Watkins & Gnoth, 2011). The study of Watkins
from nature. This has contributed to many and Gnoth (2011) also found that Japanese tourists
Japanese becoming partly alienated from the may not expect many activities in nature. Instead,
traditional understanding of and relationship with it is more important for them to be in nature, view
nature, and they build their relationship with the landscape, view nature and feel a relaxed
nature on western thinking (Hayashi, 2002). lifestyle. They want to experience this in a way
However, environmental awareness gained ground that makes them feel comfortable and taken care
in Japan in the 2000s. For example, compared to of. Such Japanese tourists feel they are alive,
2000, a 2008 survey shows that the environmental having reached a close connection with nature
awareness of the Japanese had improved and their instead of concentrating on activities.
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

The Japanese seek calming down and holistic Chinese may have destinations in nature and
well-being in nature. Japan also has a long places that they visit solely because of their
tradition of forest bathing (e.g., Tsunetsugu et al., cultural significance and not because of the
2010); forest baths are moments of concentrating natural values. For the Chinese, all natural
on the therapeutic effect of nature and drawing landscapes that are travel destinations are cultural
energy from nature. landscapes (Fountain et al., 2011; Fung, 2008; Li,
2005; Xu et al., 2013).
3.4. Chinese as nature tourists The more that people have information about
the environment, the more environmentally
Literature and poetry play a major role in conscious they are (Huang, 2002). According to
Chinese culture. The culture also defines what is several studies, however, the attitudes of the
perceived as historically significant and Chinese indicate that they are willing to consider
interesting. For example, there are many more environmental aspects in their choice of
travel destinations in China that concentrate on consumption (Harris, 2008). In particular, highly
cultural heritage and military history. Chinese educated, well-off urban Chinese have better
culture and its meanings play a key role in the attitudes towards the environment (Harris, 2008).
travel destinations (Fung, 2008; Li, 2005). This On the other hand, there is no precise information
significance of culture and locality must also be on how these attitudes ultimately affect
considered when developing travel destinations environmentally aware behaviour. The willingness
and products for Chinese target groups. of the Chinese to purchase environmentally
A way of thinking is prevalent in China friendly products has been studied at a general
whereby the well-being of humans is considered level, to some extent. The study has found that the
more important than pristine nature, although the person–nature relationship and the communality
relationship between people, nature and the of Chinese culture positively affect attitudes
cosmos is completely unified. This thinking towards green consumption, which further affects
differs from the nature-centric ideal of the western the purchase intent and, ultimately, the purchase
world, where the intactness of nature and minimal of green products. This is also affected by the
human effect on nature are key ideas in the awareness of environmentally friendly products
protection of nature. The Chinese world view is and their availability (Chan, 2001).
affected by several doctrines and philosophies, Nature tourism is understood differently in
such as Taoism, Confucianism, Buddhism and China than in the western world. Western nature
feng shui. These also affect what values are tourism and, in particular, eco-tourism emphasise
connected with nature. Confucianism emphasises pristine nature and minimal human interaction
the seeking of the highest knowledge from nature, with nature and the environment. Nature tourism
while Taoism and Buddhism teach the complete destinations are mostly wilderness areas and sites
unity and harmony of the individual and nature. with low travel infrastructure. Often the nature
This harmony is promoted by “improvements of destinations and nature reserves provide mostly
nature” done by man, such as temples, routes, scientific facts about the sites and sights, for
steps, ponds, gardens, works of art that are visible example regarding the flora, terrain and history of
in the natural environment and landscape. the area. The Chinese are not interested in
Harmony can be attained by complying with the travelling to sites that are mostly in their natural
principles of feng shui when designing the places state. The wilderness per se is not significant to
of the structures (Fung, 2008; Gan, 1988; Harris, the Chinese. An environment that does not show
2008; Huotari & Seppälä, 1999). the work of people or strongly involve cultural
The relationship with nature of the Chinese is heritage or stories is considered frightening and
mostly built through cultural significance. The also repulsive. In practice, nature tourism entails
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

all travelling in the countryside where the 3.5. Russians as nature tourists
resources or sights of nature are utilised. Chinese
nature tourism destinations may be very large Russians’ view of nature and environmental
complexes with several hotels and other tourist awareness have been strongly influenced by the
infrastructure The interesting part of nature country's communist history. In particular,
destinations is the cultural heritage and the stories. political and financial changes have left their mark
It is not their scientific background and emergence on the people’s attitude towards the environment
but their cultural significance that matters (Crotty & Hall, 2014; Farmer & Farmer, 2001;
(Fountain et al., 2011; Fung, 2008; Li, 2005). Huffman & Rizov, 2010). Russians are described
The interest in China to visit reserves has as indifferent about nature and the environment.
increased with growing income level and pressure Their environmental views have been affected by
caused by urbanisation (Xu et al., 2013). The the polarisation of the country into the rich and the
Chinese visit nature destinations and sights in poor, the feeling that citizens cannot affect
order to gain aesthetic experiences and matters, distrust towards the government and a
impressions, to feel enlightenment and to enjoy dysfunctional/non-existent third sector (Crotty,
nature (Xu et al., 2013). These motives are based 2003; Crotty, 2009; Crotty & Hall, 2014; Farmer
on Confucianism and Taoism. Nature and natural & Farmer, 2001; Golenkova, 1999). The
landscapes are experienced and valued in China economic and political changes have created an
through cultural knowledge. Thus, it is difficult to atmosphere where the environment and
distinguish whether the primary motive for environmental education have been overtaken by
travelling to nature destinations is the natural financial stability and competition for the standard
landscape or the cultural knowledge (Xu et al., of living (Crotty & Hall, 2014; Henry, 2010).
2013). The cultural connections of nature As the greatest and richest country in natural
destinations do, however, play a very important resources, Russia is very sparsely populated. From
role for the Chinese, and Chinese nature the perspective of the urbanised citizen, the
destinations connect the traveller emotionally with majority of the natural resources are located
poetry and stories related to cultural heritage somewhere far away, in the periphery. In addition,
(Fountain et al., 2011; Xu et al., 2013). environmental accidents related to the use of
As the Chinese are mostly interested in the natural resources, the industry and climate change
landscape and environment with cultural often take place so far away that they do not
significance, it is crucially important to present appear to matter to normal citizens. Without the
the information related to nature destinations and media and international nature-protection
reserves in the right way. The Chinese are not organisations, the majority would never even hear
primarily interested in the scientific information about environmental accidents (Davydova, 2013).
that is mostly offered in the western world at Many also believe that natural resources will last
nature destinations and reserves. Instead, they are forever, and therefore it is easy to have a
interested in cultural connections, people that can nonchalant attitude towards the consumption of
be associated with places, and events, poetry and energy, recycling or producing waste (Davydova,
stories. Enlivening has been seen as a tool that 2013; Khoroshavina, 2010). The majority do not
allows for improving the experience of tourists believe in climate change, either (Davydova,
and providing them with experiences at nature 2014). A factor that has adversely affected
destinations, and with which the environmental environmental awareness is the elimination of
awareness of the tourists can also be improved environmental education from the syllabus of
(Kuo, 2002; Orams, 1996; Xu et al., 2013). schools in 1998, which has accumulated over the
years in the business world, as well, and as
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

negligence of environmental matters (Crotty & interested in their relationship with nature than
Hall, 2014; Gilmiarova et al., 2000). men (Takayama et al., 2012).
In very recent years, however, there has been According to the study by Vespestad and
minor progress in environmental attitudes, and Mehmetoglu (2010), Russians today are classified
interest towards nature has clearly been on the rise as individualistic nationalities among other West-
as the population becomes more middle-class. Europeans, which is partly in conflict with the
Small-scale citizen activism for the environment findings of earlier studies. The relationship with
has emerged in Russia. Various organisations nature of individualistic nationalities is typically
have started arranging training and events for characterised by the valuing of nature. They
citizens in relation to the environment and emphasise the importance of learning from nature,
sustainable development. For example, they have its relaxing effect and escapism (special
started private collection points and encouraged experiences, unity with nature, personal growth
recycling. Many third-sector actors have actively and regeneration) more than collective
been restoring environmental education to schools nationalities. Such an approach to nature indicates
by offering courses on sustainable development the westernisation of Russians, in particular the
outside of the syllabus (Davydova, 2013). youth (Vespestad & Mehmetoglu, 2010). In
Although Russians have started showing interest addition, it appears that the relationship with
in the environment, this has not yet strongly nature is undergoing change. Longing for nature is
manifested as action (Crotty & Hall, 2014). growing in congested and polluted towns. This
The environmental attitudes of Russians are trend has been observed for a long time in Russian
also reflected in their attitude towards nature. tourism to Finland. Russians travel to Finland
When studying the development of sustainable because of its proximity and easy travel and
nature tourism in Russia, it has been found, for particularly because of clean nature (Harju-Autti,
example, that when moving in nature, Russians 2012; Manka, 2010; Tutkimus- ja
are nonchalant about littering and making paths. analysointikeskus TAK Oy, 2014a). Russians
Even local tour operators violate the orders particularly value nature, lakes, sauna and peace
imposed on them, such as allowed fishing in Finland (Jakosuo, 2008). International
quantities (Iakovleva et al., 2012). According to segmentations of Russian travellers have not
the findings of a survey aimed at Russian tour identified the segment of nature tourists or the
operators, it is difficult to say anything general interest of Russians towards nature. However,
about Russians’ relationship with nature, as the nature constitutes a significant attraction for
country has very different areas, and the approach Russians travelling to Finland (e.g., Pasanen &
to nature varies depending on the locality. Pesonen, 2016d).
According to the tour operators, Russians living in According to tour operators, nature-based
towns do not have a very strong connection with tourism experiences have many meanings for
nature. The city dwellers do favour untouched Russians. The significance is partly related to
nature and want to spend time there but, on the emotions but also to the physical environment.
other hand, are very negligent about nature. Most Clean and fresh nature combined with special
of them do not understand the ecology behind experiences are seen as the most important
nature or even consider nature as part of life. The premise of nature experiences. For elderly people,
relationship with nature also varies according to experiences based on nature offer nostalgic
age and gender. Older people have a stronger experiences. Nature-based travel experiences are
connection with the countryside because of the strongly associated with relaxing and escaping
dacha culture. The connection to nature of the everyday life, although high-quality services
younger people is largely built through activities (accommodation, food) are also emphasised as an
(Vespestad, 2010). Women are usually more
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

important part of nature experiences (Vespestad, Germans’ environmental awareness and

2010). interest in nature is also shown in their hobbies. In
As a term, nature tourism is associated in the their homeland, they do plenty of trekking and
minds of Russians with trekking in national parks, cycling. More than half of Germans are active
overnighting in tents and eating trendy food. trekkers or hikers. The great popularity of
Often nature-based tourism involves also an trekking is explained by the possibility to
informational element in Russia, and it is experience nature and recharge the mental battery
considered a form of field trip for Russian school while taking care of social relations. The most
students. Older Russians, however, require significant motives for trekking are enjoying
comfort and high-quality accommodation from nature and the scenery, health, peace, spending
their nature travels. A considerable element of time with friends and getting to know unfamiliar
nature tourism is collecting or hunting the areas. Among older hobbyists, reasons for hiking
bounties of nature and bringing them home include health aspects and, for those in working
(Malankin, 2012). life, stress relief and escaping day-to-day life.
Hiking and trekking are also more popular than
3.6. Germans as nature tourists cycling during travel (Garms, 2015; Gruppe Drei,
2012; Innolink Research, 2010).
Germans are highly aware of the environment The share of nature travel in German tourism is
and nature, and this awareness has grown over the approximately 28 percent, and it is expected to
years (Alumniportal Deutschland, 2013). Germans grow. Active tours have a share of approximately
value nature, and 92 percent of Germans consider 18 percent, which is not expected to change at this
nature part of a good life, 91 percent associate time (ReiseAnalyse, 2016; VisitFinland, 2015b).
nature with health and recreation and 86 percent It is predicted that the future trends in German
of the population feel they are at home in nature. tourism will include activity and multi-activity
In addition, 92 percent of Germans value the travelling, as well as wellness and cycling trips
diversity of nature, and almost as many older (VisitFinland, 2015a). In the 2016 ITB fair,
people feel it is important to show nature to peace/calming down and withdrawal from people
children. For Germans, nature is a source of were listed among the trends in German tourism
wellbeing and 85 percent of Germans feel they are (VisitFinland, 2016c). An above-average
glad/happy in nature. However, only one-third of proportion of sustainable-travelling tourists
the population try to spend as much time in nature mention recharging the mental battery,
as possible. Nature is particularly important for experiencing nature, healthy climate and physical
women, highly educated and older people (Federal activity as motives for travelling. In total,
Ministry for the Environment, Nature travellers interested in sustainability are more
Conservation, Building and Nuclear Safety, ambitious and active with regard to their motives
2014). than the rest of the population. In 2011, four
A study on Germans’ awareness of nature Germans in ten would consider spending their
found that they are very interested in the nature of holidays in a nature reserve, particularly in order
wilderness, as well. Two-thirds think that the to experience nature, get information, satisfy their
wilder the surroundings, the more they like it. The motive for travelling or to see animals (Garms,
same portion of the population think that Germany 2015).
also has wilderness areas, and more than 40 The motives of German nature tourism in a
percent want more wilderness areas in the Swedish national park could be divided into five
country. (Federal Ministry for the Environment, categories, the most significant of which were
Nature Conservation, Building and Nuclear concentrating on nature (observing nature,
Safety, 2014.) recreation in a natural environment, clean nature),
 Proceedings of the Burapha University International Conference 2017, 3-4 August 2017, Bangsaen, Chonburi, Thailand

freedom (escaping day-to-day life and cities, The tourism developers and service providers
spending time with one’s own small group) and need to match the regional and national nature
experiences (finding new experiences and seeing resources to the needs of a customer in a way that
magnificent scenery). Concentrating on oneself, the offering will enable the customer to have
self-reflection, psychological motives and social memorable nature-based tourism experiences. For
relations play a lesser role. Self-reflection was instance, the significance of nature in Finnish
emphasised on longer treks, while social relations cultural heritage and in the ancient Finnish
emphasised spending time with one’s own, small religion could be used to interpret the meanings of
group. Aesthetic motives were the most important nature and build the storyline to Chinese and
ones for tourists doing short hikes (Garms et al., Japanese customers.
2016). Cultural characteristics must be considered for
Germans specifically expect beautiful all target groups also with respect to networking,
landscape, bodies of water, clean nature, marketing and product distribution channels.
emptiness and quiet from their nature trips Particular attention should be paid to
(Ahtiainen, 2012). During nature trips, they want communication to the different target groups,
to get to know the area and scenery by walking, what kind of messages should be used in
and being in pristine nature in particular was marketing and how the nature is interpreted to
considered important (Ahtiainen, 2012). In customers. This also means that a nature tourism
addition, on their trips to nature, Germans are destination should not be marketed the same way
interested in nature and landscape photography, to people from different target countries.
observing animals (large animals in particular), Deeper customer involvement is easier when
canoeing and, to some extent, fishing in lakes the developers already have some customer
(Innolink Research, 2010; MEK, 2010). The site's insight of the target group. This insight will help
natural values, environmental friendliness and to involve the customers later on more actively to
ecological approach and difference to the the NSD processes (see e.g. Komppula & Konu,
homeland are considered important during a 2017). The cultural pre-understanding is essential
nature trip (Ahtiainen, 2012; Innolink Research, especially when new services are developed to
2010). completely new target groups.

4. Discussions and conclusions

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