On the way to sustainable (wellbeing) tourism destination? case Savonlinna town in Finland

Transcription

1 Anja Tuohino & Antti Honkanen Centre for Tourism Studies, University of Eastern Finland Conference of Tourism and Hospitality; The Highway to Sustainable Regional Development On the way to sustainable (wellbeing) tourism destination? case Savonlinna town in Finland

2 Wellness or wellbeing? In the Finnish context, the terms wellness and wellbeing are used interchangeably and this inconsistent used has caused considerable confusion. In Finnish one term hyvinvointi is used render what in English is rendered as both wellness and wellbeing. In this paper/presentation the term of wellbeing is used instead of wellness. Anja Tuohino

3 Agenda of the presentation 1. About me and CTS 2. Aim of the presentation 3. Model of a sustainable wellbeing destination 4. Case area Savonlinna town 5. Wellbeing tourism in Finland 6. Methodology and data gathering 7. Findings 8. Conclusion 9. Discussion Anja Tuohino

4 Anja, who? Background in Business until 1993 second degree in Human Geography and tourism Currently Development manager in the Centre for Tourism Studies/UEF Project planning and management, international relations, supervising project managers etc. Own research interests in lake tourism development, wellness and wellbeing tourism, innovation processes and policy, etourism, place branding, destination management, sense of place, place and space consumption Member of the National Wellbeing Tourism Strategy Working Group Esityksen nimi / Tekijä

5 The University of Eastern Finland, UEF Established on January 1, 2010, as the result of the merger of the University of Joensuu and the University of Kuopio Campuses in Joensuu, Kuopio and Savonlinna The Sino Finnish Environmental Research Centre, SFERC, with Nanjing University, in Nanjing, China. 5

6 CTS CTS promotes and carries out university education, research and development projects in tourism and recreation in cooperation with Finnish and international universities and tourism organizations, e.g. FTB, Rural Tourism Policy Group etc. The department promotes tourism development in cooperation with the industry. Centre for Tourism Studies is the coordinating unit for Finnish University Network for Tourism Studies (FUNTS).

7 Finnish University Network for Tourism Studies (FUNTS) The teaching of the Finnish University Network for Tourism Studies is comprised of courses offered by its 9 member universities and students are able to incorporate the studies into their degree at their home university The students from the member university apply for the network program during their second or year of degree studies The students will graduate from their own universities and receive Bachelor s or Masterʹs degree in their major with an orientation towards tourism studies FUNTS offers courses also for PhD students doing their research on tourism

8 Research themes of the CTS Wellbeing tourism Nature and water based tourism Rural tourism Cultural and event tourism etourism Research Second home research

9 To ascertain how local actors perceive the situation and positioning of the town Savonlinna in the context of wellbeing/wellness tourism, and how they see the presence of water as a source of wellbeing for locals and tourists Second aim is to test if the sustainable wellness destination model developed by Sheldon and Park suits in defining Savonlinna as a sustainable wellbeing tourism destination in future 9

10 Sustainable Wellness Tourism Destination Wellness Destination Development and Management A Model of a sustainable wellness destination Human resource, training, education, certification programs, building associations among and between the wellness industry and public sector Wellness Destination Policy and Planning Vision, goals, private-public sectors collaborated planning and development of policy, monitoring/evaluation measures of wellness experiences and sustainability Sheldon & Park, 2009, adapted from Ritchie And Crouch, 2002) Core Wellness Resources and Attractions Unique wellness destination features: natural and cultural resources, traditional healing/therapeutic/wellness resources Supporting Factors & Resources for Wellness Tourism Infrastructure, superstructure, residents hospitality, and knowledge of healing practices, destination atmosphere (a sense of place) Anja Tuohino

11 Geographical location of Savonlinna " Rovaniemi " Oulu Gulf of Bothnia " Vaasa " Kuopio " Joensuu " Tampere " Jyväskylä Lake District " Savonlinna " Turku " Helsinki Gulf of Finland ± Km

12 Facts of Savonlinna Savonlinna has a population of 36,584 ( ) Area of 3,598 km², of which 1,358 km² is water. Waterway access via Russia Shoreline of 6000 km. One of the most popular destinations in Finland Esityksen nimi / Tekijä

13 Wellbeing tourism as a catalyst for profiling a destination in Finland (1/3)? Natural resources: Forest cover 75 % of country area Bodies of water mainly lakes almost 10 % lakes, islands Good quality of air and waters, pure nature Man made resources: summer cottages, of which 8161 ( ) in Savonlinna about 50 spa resorts and spa complexes From 1970 s rehabilitation centers and 1980 s recreational spas to today s spas and day spas Anja Tuohino

14 Wellbeing tourism as a catalyst for profiling a destination in Finland ( 2/3)? Strategic development by FTB National review of wellbeing tourism in 2005 National mapping of wellbeing products in 2008 National wellbeing tourism strategy workgroup in 2008 Development Strategy for Finnish Wellbeing Tourism in International Markets was published in 2009 > set a goal of 6 percent growth per year in overnight stays IN ADDITION regional and local strategies Anja Tuohino

15 Wellbeing tourism as a catalyst for profiling a destination in Finland ( 3/3)? The environmental factors make Finland a highly competitive and attractive wellbeing tourism destination. Alongside these attributes, there has been a major growth of investment in the creation of new destination spa and resorts, day spas and the conversion of former medical rehabilitation centers into modern spa complexes Terry Stevens 2009 Anja Tuohino

16 Methodology and data gathering 1 (2) The data was gathered by in depth interviewing tourism professionals and developers. The interviews were conducted on between September 2009 and January In total 14 interviews were conducted. The interviews took from 23 minutes to 78 minutes. All interviews were taped and later transcribed. Interviewees were local wellbeing entrepreneurs (6), regional developers (4) and project managers in wellbeing related projects (4). Regional developers represented the public sector. Anja Tuohino

17 Methodology and data gathering 2 (2) The thematic interviews included questions e.g. about the unique selling points of the region, cooperation and networking, innovation factors as well as resources used in wellbeing tourism development. As a supplementary data participant observation. Anja Tuohino

18 Attributes describing Savonlinna as a wellbeing tourism destination 1(3) Supporting Factors and Resources for Wellbeing Tourism geographical location close to Russian border and St. Petersburg good accessibility by air, road and rail from capital area ideal location on the shores of Saimaa, on the island charming small town historical steam boats forests, rocks, islands, aquatic environment Kolovesi and Linnasaari National parks variety of accommodations (hotels, cottages, etc.) knowledge of healing and rehabilitation practices vital lake environment interaction between man and nature Wooden church of Kerimäki Punkaharju with a ridge and history related to Russian Tsar Anja Tuohino

19 Attributes describing Savonlinna as a wellbeing tourism destination 2(3) Core Wellbeing Resources and Attractions Four former rehabilitation centers with win win cooperation unique lake environment, Saimaa lake, Saimaa scenery, beautiful lake landscape, resources connected to lakes natural and cultural resources strong culture and history (Opera festivals, Retretti Art Centre, Olavinlinna medieval castle), good old history ideal for active nature based tourism unique living environment for both habitants, workers and tourists traditional healing/therapeutic/wellbeing resources local people, businesses, hospitality, old historical spa certain kind of exoticism competent and capable businesses (e.g. SaimaaHoliday) Anja Tuohino

20 Attributes describing Savonlinna as a wellbeing tourism destination 3(3) Wellbeing Destination Policy and Planning cooperation between municipalities, town and Savonlinna Region Federation of Municipalities strong role of town in tourism planning and policy strong actors in the region (Savonlinna Travel ltd, Savonlinna Region, Centre for Expertise, Centre for Tourism Studies in the University of Eastern Finland) Wellbeing Destination Development and Management competent human resources available, excellent educational and training resources Savonlinna Travel Ltd. Anja Tuohino

21 Conclusion 1(2) The overall finding of the interviews was that, Savonlinna was perceived as a destination product with tangible and intangible components and there was much discussion on Savonlinna s assets for wellbeing tourism. Currently the wellbeing segment in Savonlinna region is still limited and fragmentary. Lakes were seen as the main resource. The use of lakes in the wellbeing context was difficult for the interviewees to envisage. There was a strong vision of wellbeing tourism development around the lakes but the main question was how in practice to exploit lakes in tourism product development. Anja Tuohino

22 Conclusion 2(2) For some reason, none of the interviewees mentioned the strategies while describing the frameworks of Savonlinna in the wellbeing context in spite of existing national, regional and local tourism development strategies giving the guidelines. The role of town and regional policymakers was seen as a problem, as the municipality has taken a strong role in catalyzing regional development with their own projects and planning activities However, the model of Sheldon and Park can be used while evaluating the attributes of the town. In practice there is still much to be done to achieve the status for Savonlinna town of a sustainable wellbeing tourism destination. At the moment, status is more in the minds of respondents than on a tangible, practical level. Savonlinna is an underachiever compared to resources available. Anja Tuohino

23 Discussion Wellbeing is a future branch of tourism in Finland National and regional strategies not implemented into practice The model of Sheldon and Park as a management tool to kick start the wellbeing tourism development in future? Finnish wellbeing concept is in critical phase due to the lack of conceptualization One Finnish wellbeing concept or a heterogeneous set of wellbeing concepts? In Savonlinna different actors with dissimilar views on future The potentiality of Russia? Public led policy and its role in future? Accessibility of the city? Anja Tuohino

24 To answer for the question in title of the presentation: Yes, Savonlinna is on the way, but still on its early stages. Supporting and core resources exist The biggest question now is; how to manage all these diverse and eclectic resources to ensure sustainable wellbeing products in future, and How can the rivalry between entrepreneurs be turned into a strength? Anja Tuohino

25 We ought to understand that this head on competition is not the solution to go forward, we should understand that the only solution is to develop products together, make services together, so that there is sure to be enough for everybody and that in the long run everybody gets most out of it Male private business entrepreneur Anja Tuohino

26 Thank You for your attention! Kiitos! Anja Tuohino