Project
Business opportunities for sustainability transformation experiences in the travel industry
Project sponsors
Abbreviation
Project type
Focus area
Implementation time
1.3.2023 - 31.12.2024
Project unit
Financing program
Business Finland
Project description
Change is the deepest level of experience, a completely unique and memorable experience that transforms a person for the better. The starting point for a memorable travel experience is usually change, even if it's small. However, in Finland, there has been little discussion about these memorable, transformative experiences, how they are created, and how they can make business more profitable and year-round. The project created an understanding and operational model to enable such experiences.
The goal of the project was to increase understanding of the business opportunities of transformative experiences in the tourism industry. The purpose of the project was to understand how the sustainability (economic, socio-cultural, and ecological) of companies and the community can be promoted by building transformative travel services from the perspective of the customer's experience path, taking into account the possibilities of digitalization in service processes and research. As a result of the project, tools were created for tourism companies to develop transformative experiences and processes based on sustainability and digitalization.
The project addressed the following questions through its actions:
What factors enable a transformative travel experience for the customer, and what is the demand potential for transformative travel experiences in different target markets?
What is the current state of Finnish transformative travel experiences, and how has the significance of transformative travel been internalized within companies and the tourism industry?
What resources can enable transformative travel experiences that utilize sustainability and digitalization and provide added value to companies and customers?
What opportunities do transformative travel experiences offer for business in terms of year-round operations, digitalization, sustainability, and new customer groups?
The project was coordinated by LAB University of Applied Sciences, with partners UEF and Jyväskylä University of Applied Sciences. The project ended on December 31, 2024.
Project Manager Sari Minkkinen from Jamk
For more information, visit the project administrator's LAB project website.
Project results
Increasing Customer Understanding of Transformative Tourism:
A longitudinal study was conducted to explore the factors that enable customers to experience transformative tourism. Interviews and observations were carried out with 94 customers across four different companies.
The impact of transformative tourism experiences was also analyzed from the perspective of digital marketing, and the findings were applied to enhance marketing strategies.
Survey studies were conducted to assess the demand for transformative tourism in Finland and Germany, providing insights into market interest and willingness to pay.
Development of Transformative Tourism Services for Businesses:
Service design processes were used to develop services in four companies to better support transformative experiences. For example, in a sauna experience tailored for international customers, cultural and nature-based experiences were integrated into the service.
A/B testing was conducted to analyze which marketing materials and service content resonate best with target audiences.
Business Potential of Transformative Tourism:
Transformative tourism was identified as an appealing and value-adding concept, especially in themes related to nature and local culture. Customers were found to be willing to pay a premium for meaningful and unique experiences.
Educational and Support Materials:
A digital toolbox was developed to aid businesses in designing transformative tourism services. It includes training materials and practical tips for companies.
Publications and Dissemination:
The project produced nine research articles or reports, numerous conference presentations, and several blog posts and news articles. The results were widely presented at both national and international events.
Challenges and Lessons Learned:
Key challenges included uncertainties in business funding and difficulties in recruiting participants for the studies. Despite these challenges, the project successfully achieved its goals and established a strong foundation for future development.
This project significantly increased understanding of the opportunities within transformative tourism and supports the development of the tourism industry, particularly from the perspectives of sustainability and well-being.