Torvald Tangeland

Why Do People Purchase Nature-Based Tourism Activity Products? A Norwegian Case Study of Outdoor Recreation

This paper addresses the need for a better understanding of why people purchase nature-based tourism activity products as a basis for management decisions. In order to satisfy the tourists needs, wants and goals, businesses must first understand the tourists motivations for purchasing such products. A factor-cluster segmentation approach was employed for a survey among members from two of Norways largest nongovernmental outdoor recreation organisations. Four motivation factors: quality improvement, skill development, new activity and social, and five segments: Want-it-all, Try new activity, Social, Performer and Unexplained were identified. These segments differed in terms of their purchase motivation, socio-demographic characteristics and travelling behaviour. Understanding the differences in these segments will help managers of nature-based tourism businesses to target more profitable segments, develop products that better satisfy the needs in targeted segments, and to develop better market communication.

The Socio-Demographic Influence on Participation in Outdoor Recreation Activities – Implications for the Norwegian Domestic Market for Nature-Based Tourism

Tourism is seen as the salvation for many rural areas when traditional businesses are downgraded. An important market base for these businesses comprises outdoor recreation participants. This study unveils significant differences between types of recreationists by analysing a national survey among Norwegians about their participation in four outdoor recreation activity categories: freshwater fishing, hunting, backcountry hiking and skiing, and adventure activities. Participation in these four activity categories is influenced by socio-demographic variables and these variables can be used when segmenting the nature-based tourism activity market. This study identifies two strategically important segments within this market – the members of outdoor recreation organisations segment and the segment with access to second-home. Further, this study clearly shows that young males have the highest likelihood of participating in all four of the activity categories. Freshwater fishing and hunting were most popular among residents in rural areas. Adventure activities were most popular among young academic males. Backcountry hiking and skiing was the most popular activity category among females.

Approval of Wolves in Scandinavia: A Comparison Between Norway and Sweden

ABSTRACT Based on Norwegian and Swedish representative national samples, and samples from areas with large mammalian carnivores present, we investigated whether well-known predictors for approval of wolves may explain between-country differences. Swedes were in general more positive than Norwegians were, while respondents in large carnivore areas, regardless of nationality, were less positive. The profile of those who approved wolf presence was the same in all samples. The difference between the samples was greater in Sweden, indicating that the relationship between urbanized and rural areas is more polarized in Sweden compared to Norway. We suggest this to be an effect of the fact that Norway’s large carnivore and agriculture policies favor the rural population, and of a higher degree of urbanization in Sweden. We recommend future studies to look into the different power relations between people living in urban and rural areas, comparing countries with different degree of urbanization.

Affective and cognitive dimensions of ski destination images. The case of Norway and the Lillehammer region

ABSTRACT To map the image foreign markets have of Norway as a winter tourist destination, and the Lillehammer region in particular, we surveyed 1000 respondents from Sweden, Denmark and Germany. We identified six key experience attributes that winter tourists seek: alpine skiing, cross-country skiing, general destination criteria, children-friendliness, other activities and snow. Two image-dimensions were identified: (1) friendly and safe and (2) thrilling. Danes had the highest score on the friendly and safe dimension, while Germans scored highest on the thrilling dimension. Whereas cognitive dimensions of destination image appeared to be of overall importance to Swedes in particular, the affective dimensions were strongest among German respondents. The model best explaining knowledge about the Lillehammer region included the following predictors: number of former visits to Norway during winter, home country (Swedes highest, Germans lowest) and personal interest in visiting snow destination for winter vacation. Differences among the three national markets relate to geographical and cultural distance and prior knowledge. While no large marketing challenges seem to exist in terms of mismatch between images held and destination characteristics, an untapped potential exists, especially with respect to German travelers, from developing marketing strategies that more clearly addresses different preferences between these main markets.