Profiling the Adventure Tourist : Case Study New Zealand
Koskinen, Miia; Öhberg, Lotta (2014)
Koskinen, Miia
Öhberg, Lotta
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120318235
https://urn.fi/URN:NBN:fi:amk-2014120318235
Tiivistelmä
Adventure tourism is a branch of tourism industry, which is rapidly growing around the world. In Finland this tourism branch is, however, rather undeveloped even though potential for this tourism segment exists. The aim of this survey was to form a general, psychological profile of the adventure tourists and identify the best marketing tools for them. This framework could further be implemented into developing adventure tourism in Finland and also as a reference in other, more specified researches of the adventure tourism field. Because the adventure tourism segment in Finland was insufficient for the survey it was conducted in New Zealand.
The survey was implemented by using interviews and observations by the writers of this thesis to gather qualitative data. The data was voice-recorded by phone and then transcribed into a literal, academic form. The data was then analyzed through theoretical framework, which was established prior to the implementation of the survey. The results were then converted into a comprehensive analysis of the subject.
The results of the survey depict a profile of the adventure tourist containing demographical, psychological, social and cultural factors. Based on the profile the thesis also includes the most effective marketing tools and approaches for this tourism segment. The writers of the thesis, however, prompt further studies on this specific tourism segment, which could one day be a significant source of income for Finland’s economy.
The survey was implemented by using interviews and observations by the writers of this thesis to gather qualitative data. The data was voice-recorded by phone and then transcribed into a literal, academic form. The data was then analyzed through theoretical framework, which was established prior to the implementation of the survey. The results were then converted into a comprehensive analysis of the subject.
The results of the survey depict a profile of the adventure tourist containing demographical, psychological, social and cultural factors. Based on the profile the thesis also includes the most effective marketing tools and approaches for this tourism segment. The writers of the thesis, however, prompt further studies on this specific tourism segment, which could one day be a significant source of income for Finland’s economy.