Baltic Sea Food Tourism Route - located in coastal area of Helsinki and Estonia
Malkova, Eva (2021)
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Lataukset:
Malkova, Eva
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120123030
https://urn.fi/URN:NBN:fi:amk-2021120123030
Tiivistelmä
Key objective of this product-based thesis was to create a food tourism route located in
the coastal area of Helsinki region and Estonia for generation Z including variety of food
experiences. Besides main objective thesis included 3 sub-objectives: enhancing local
small entrepreneurs and sustainability, find the possible co-operation opportunities
between Estonia and Finland, to find the development ideas for food tourism in both
countries. Whole thesis process included cooperation with commissioning party Hungry
for Finland project. Purpose was to made an example that can be utilized further by
Hungry for Finland. Currently creation of food routes is one of the main aims of Hungry for Finland project. Work on this thesis started in March 2021.
In the theoretical part of the thesis the main concepts are presented. Firstly, it was
defined that food tourism is a way of tourism where main purpose is to experience mainly
local food and beverages. It was also crucial to highlight food tourism trends where one of
the trends is related to generation Z which is becoming a new foodie group. Studying food tourism in Finland and Estonia showed that both countries have similarities in food
culture: they try to use pure local ingredients, value the environment and promote food
tourism with different products also including food trails. Food trails are attractions which
offer different food experiences and mainly have common theme. Generation Z is a open- minded generation which is interested in new experiences and moreover in food tourism. Hungry for Finland stays for the food tourism development strategies in Finland and looks
for new products. Coastal and marine tourism is about activities on the coast or water and
experiencing food is one of them.The Baltic Sea also plays important role in tourism
development as it has good features in attracting tourists and supporting locals.
Product creation process took place in period from October 2021 to November 2021. It
started from non-participant observation including observation table created by the
author. Aim was to pick up food related places or products according to criteria which has
been made based on theoretical findings. Observation table contained several parts
which were filled while observing selected food providers. Ready list included 14 places in
total: 7 from Helsinki region and 7 from Estonia. The route was named as “Coastal
flavours and the sense of sea of Helsinki and Estonia”. It was decided to create the route
map in a brochure style. Therefore, the most suitable tool for creation was Canva. It
includes 2 maps from both coasts and marked places on them. All the places has number
order which is suggested order of visiting the places. After familiarizing with maps it is
possible to read details about each place on the next pages. Among the presented places
are cafes, restaurants, breweries, harbour and old markets, cooking classes and food
experiences outside usual environment. In total brochure includes 18 pages.
Some development ideas were given. Author suggest to stretch the route on the whole
coastal area of Finland in order to give more versatile experience for the visitors and
stretch the food tourism development also outside the Helsinki region. Cooperation
between countries could be reached by connecting involved parties and by implementing
different thematic tourism campaigns on the coast. English language could be used more
on food tourism providers’ information sources since it will attract more tourists from
abroad.
the coastal area of Helsinki region and Estonia for generation Z including variety of food
experiences. Besides main objective thesis included 3 sub-objectives: enhancing local
small entrepreneurs and sustainability, find the possible co-operation opportunities
between Estonia and Finland, to find the development ideas for food tourism in both
countries. Whole thesis process included cooperation with commissioning party Hungry
for Finland project. Purpose was to made an example that can be utilized further by
Hungry for Finland. Currently creation of food routes is one of the main aims of Hungry for Finland project. Work on this thesis started in March 2021.
In the theoretical part of the thesis the main concepts are presented. Firstly, it was
defined that food tourism is a way of tourism where main purpose is to experience mainly
local food and beverages. It was also crucial to highlight food tourism trends where one of
the trends is related to generation Z which is becoming a new foodie group. Studying food tourism in Finland and Estonia showed that both countries have similarities in food
culture: they try to use pure local ingredients, value the environment and promote food
tourism with different products also including food trails. Food trails are attractions which
offer different food experiences and mainly have common theme. Generation Z is a open- minded generation which is interested in new experiences and moreover in food tourism. Hungry for Finland stays for the food tourism development strategies in Finland and looks
for new products. Coastal and marine tourism is about activities on the coast or water and
experiencing food is one of them.The Baltic Sea also plays important role in tourism
development as it has good features in attracting tourists and supporting locals.
Product creation process took place in period from October 2021 to November 2021. It
started from non-participant observation including observation table created by the
author. Aim was to pick up food related places or products according to criteria which has
been made based on theoretical findings. Observation table contained several parts
which were filled while observing selected food providers. Ready list included 14 places in
total: 7 from Helsinki region and 7 from Estonia. The route was named as “Coastal
flavours and the sense of sea of Helsinki and Estonia”. It was decided to create the route
map in a brochure style. Therefore, the most suitable tool for creation was Canva. It
includes 2 maps from both coasts and marked places on them. All the places has number
order which is suggested order of visiting the places. After familiarizing with maps it is
possible to read details about each place on the next pages. Among the presented places
are cafes, restaurants, breweries, harbour and old markets, cooking classes and food
experiences outside usual environment. In total brochure includes 18 pages.
Some development ideas were given. Author suggest to stretch the route on the whole
coastal area of Finland in order to give more versatile experience for the visitors and
stretch the food tourism development also outside the Helsinki region. Cooperation
between countries could be reached by connecting involved parties and by implementing
different thematic tourism campaigns on the coast. English language could be used more
on food tourism providers’ information sources since it will attract more tourists from
abroad.