Exploring potential segments for wellbeing tourism in Finland : a case study of Japanese tourists
Tanaka, Shizuka (2023)
All rights reserved
Julkaisun pysyvä osoite on
Previous studies on wellbeing tourism in Finland have identified the unclear profiles of potential consumers as a significant challenge in attracting wellbeing tourists to rural areas. To address this issue, the present study employed the AIO (Activities, Interests, Opinions) segmentation method to identify potential segments of Japanese wellbeing tourists based on their lifestyle factors. Furthermore, the study aimed to examine whether there are any statistically significant differences among the identified segments in terms of socio-demographic factors, factors pertaining to travel behavior, and interests in various activities, and nature connectedness. travel behaviour, and interests in diverse activities. Data on tourist profiles were collected in April 2023 using a self-administered electronic questionnaire, resulting in 219 responses. These collected data were subsequently analysed using the factor-cluster method to classify the respondents into different segments. A total of four segments were identified: Indifferent about Arts; Interested in Arts; Indifferent about everything; and Interested in everything. Significant differences were observed among the segments in terms of socio-demographic factors, travel preferences, wellbeing experiences, and interests in activities. This study aims to address this research gap and contribute to a better understanding of Japan, which represents a significant tourism market for Finland, as a potential customer for wellbeing tourism in Finland.
- Pro gradut