Outdoor Activities in Finland

1. Outdoor Activities in Finland Trends and New Business Opportunities - A Cultural Orientation

2. A Presentation at I.U.T., Cherbourg, France Week 6, a.d. 2007 - Ismo Koponen, Mr Oulu Polytechnic- University of Applied Sciences

3. ? ? ? • What are the three things that you like doing outdoors ? • What are the three things that you need for practicing your activity ? • What are the three benefits you get from your favourite activity ?

4. Outdoor activities in Finland 1 • Ski’ing in winter at about -25 d:s C. • Most important findings of the ”Track 2000 Research Project” concucted by • Ervasti, Pertti & Koponen, Ismo • - in Kuusamo, Finland • - n = 635 surveyees

5. Skiers classified • - 100 km:s / a.: 36% • 101 - 300: 31% • 301 - 500: 18% • 500 - : 15%

6. Ski’ing requires driving ! • 36,9% of the answerers traveled up to 800 km:s to reach the ski’ing resort, and • another 21,4% up to 200 km:s

7. Reasons for coming • Previous experiences with the place: 36,1% • Part time residence in the area i.e. ownership of or relationship to an owner of a cabin etc.: 29,8% • 77% of answerers had previous experiences of the resort

8. Time, money & equipment • 37% up to 5 days • 63% more than, and • 67% up to 500 euros, and • 33% more than • 97% of skiers use own gear

9. Customer Satisfaction (1-4) • In general (3-4): males: 95,5%, and • females: 95,7% • condition of tracks: 3 - 4 • safety of tracks: 3 - 4 • facilities for equipment service: 2 - 3 • ski schools: 2 - 3

10. Customer Satisfaction (cont.) • Co-incidently the more important services will still have to be improved, while less important ones exceed the expectations. • Can a change in the Finnish ’ski-ing culture’ be predicted ? Please, see previous slide …

11. Five Factors Found • Services directly related to ski’ing • Services related to after-ski’ing • Safety oriented, active, ski’ing • Ski’ing as an ’addiction’ • Ski’ing as an excuse for taking a break • Segmentation and product positioning !

12. According to recent media: • ”Finns do not tolerate cold climates very well”. • ”The Dutch are the best in Europe, in this aspect”. • Reasons to this ’development’ are in our • housing, clothing, commuting, and working conditions, and in indoor activities !

13. Outdoor activities in Finland 2 • Hiking in summer at about +25 d:s C. • Most important findings of the research project of • ”Summer visitors and their usage of money”, by Kauppila P & Rämet J, and • ”Tourism resorts as fore runners of regional development”, by Kauppila P

14. 42 years in ave. Families Vocational education Blue collar workers 35 - 45.000 euros in total income / a. Kauppila & Rämet (01) 44 years in ave. Families Vocational education White collar workers 45 - 55.000 euros in total income / a. Finns vs Foreigners 1

15. Resort oriented Come by own car With family Self planned trip Holiday / no particular reason 4+ nights 45 euros per night On a round trip Use public transport:n With spouse Self planned trip Holiday / no particular reason 7+ nights 40 euros per night Finns vs Foreigners 2

16. Emerging Trends 1 • Summer activities (where is the business?): • - Mountain and down-hill cykling • - Nordic walking • - Swamp soccer • From cheap to expensive equipment, and • from free to cheap environment

17. Emerging Trends 2 • Winter activities (where is the business?): • - Nordic walking • - Snow shoe walking • - Winter swimming • Cheap equipment (see ad), and • free infrastructure

18. Environmental Issues • A snow mobile based on ’traditional’ • 2-stroke engine technology pollutes 1500X the amount a modern family car (e.g. an Audi A4) does • Mind your manners ! Save energy - use your own ! • Do something to sweat, or…

19. General Affect on Economy • Better infrastructure, and • better services, • that also local population may use, and benefit from. Source: Kauppila (2004) • Cherbourg and the military forces, in this aspect ?

20. Useful sites • www.kuusamo.fi • www.ruka.fi • Thank you for your attention, ladies and • gentlemen ! • ikoponen@oamk.fi