New Sustainable Tourism Product Development for Russian Customers
- Publisher: Kymenlaakson ammattikorkeakoulu
Sustainable tourism is a new concept for tourism sector; it is tourism that reduces negative tourism impacts and brings benefits instead. The current problem of sustainable tourism is lack of attractive tourism products. Their development is crucial since customers seek for experiences at a destination. Russians are an important segment for Finnish tourism, therefore their consumer behaviours has to be studied.
The aim of this research is to find how to develop a tourism product for sustainable tourism and make it attractive to Russian customers. The concept of sustainable tourism is introduced and explained. The development models of tourism products are described. Russian consumer behaviour regarding sustainability is reviewed.
The semi- structured interviews were done with representatives of five different tourism companies in the areas of Kymenlaakso and Uusimaa. Detailed and up-to-date view on sustainable tourism was obtained. Literature review comprises of information from books, conference papers, official reports and websites.
New tourism products are developed by applying Gustafsson and Johnson’s New Service Development model. The research on Russian service expectations should be im-plemented via Russian speaking social media. The target market would comprise of Mil-lenials, because they are more aware of sustainability trends. Introduction of affordable options is essential in response to the recent burst of the Crimean Crisis.