Exploring the Coolcation Phenomenon: Tourist Preferences, Motivations, and Perceptions of Ruka Resort as a Summer Destination

Abstract

This study examines how the coolcation phenomenon, in which rising summer temperatures encourage tourists to consider cooler destinations, relates to tourist preferences, motivations, and perceptions in the context of Ruka Resort in Kuusamo, Finland. The research analysed 158 survey responses from international visitors to Ruka's English-language website using descriptive statistics, cross-tabulations, and qualitative thematic analysis. The study investigated what motivates tourists to consider cooler destinations for summer travel and how they perceive Ruka's current summer offering in relation to their preferences. The results showed that respondents generally preferred warm rather than cold summer temperatures, yet a large majority were still willing to consider a cooler destination such as Ruka. This willingness was driven more by activities, scenery, and wildlife than by a desire to escape heat. Further analysis showed that what makes a destination appealing, what encourages tourists to visit, and what may prevent a visit are different considerations. Respondents perceived Ruka's summer offering as a reasonable match for their preferences overall, although this perception was weaker among those with limited awareness of the current offering. The findings suggest that Ruka's summer seasonality is shaped less by a lack of appeal and more by limited awareness and practical barriers such as cost and accessibility. This research contributes to understanding climate-sensitive tourism behaviour and seasonality in northern summer destinations.