The role of Asian seasonal workers in shaping the tourism industry in Rovaniemi, Lapland

Abstract

This thesis investigates the role of Asian seasonal workers in shaping the tourism industry in Rovaniemi, Lapland, focusing on how the imported labor from Asia contributes to the tourism experience and operational capacity in Rovaniemi. Furthermore, the influence of the presence of Asian seasonal workers in service delivery, as well as cultural representation will be analyzed. The study explores key concepts including reasons for labor migration, using the push-pull framework. Additionally, tourism mobilities, explaining how people and services flow across borders to support tourism, are going to be analyzed and positioned in Rovaniemi´s tourism industry. Moreover, the transcultural interactions in tourism are going to be included as frameworks in the study. Overall, the thesis is focusing on the research question of how Asian seasonal workers contribute to the operational capacity and service experience of the tourism industry in Rovaniemi, Lapland with a deeper look on their motivational factors and intentions during their stay and work, as well as the role of recruitment and staffing agencies. The thesis is based on a qualitative research method in form of semi-structured interviews with nine participants who are employers or are currently employed in the tourism industry in Rovaniemi. The outcome of the interviews shows how the tourism industry in Rovaniemi is dependent on Asian seasonal workers, but also the variety of motivations which bring seasonal workers to work in the destination. These outcomes and conclusions are of importance for the seasonal labor market sustaining Rovaniemi´s tourism, as tourism operators should recognize the strategic importance of this workforce and consider ethical long-term collaborations.