Experiences of Finnish Ski Tourists in Sweden

The amount of Finnish visitors to SkiStar resorts have been declining in recent years. This thesis researches reasons why that, and uses information about SkiStar, theory about sports tourism and tourism experience in general, and qualitative interviews to reach its conclusion. SkiStar is the biggest company in the Nordics supplying downhill- and other winter experiences, and over the years they’ve been growing as a whole, but less and fewer Finns visit their resorts. As their resorts mainly focus on sports tourism, which globally is growing, both active and passive sports tourism, they expected the Finns to continue to come to their resorts. As all tourist experiences are based around the concept of doing something that people don’t normally do in their everyday life, resorts must come up with a way of attracting customers, and this all is based around 4 parameters, Active, passive, Immersive and Absorb. Around these 4 parameters, tourist attractions work as they cover the spectra of experiences. SkiStar’s resorts mainly provide Active Immersion, also called Escapist experiences as skiers are actively taken part in activities that are physical and takes place outside. There are parts of passive and absorb as well, but it’s not a big part of the experiences provided. Seven active Finnish skiers with different backgrounds were interviewed in October 2017, whom all of which have visited at least one SkiStar resort. They were all active travellers and had all been in numerous ski resorts throughout the world. It becomes apparent that in general is doing an excellent job with their resorts. Their Finnish visitors have in large part been happy with their visits to Sweden, almost all of which have been exclusively to Åre, which they believe can compete on a global market with its excellent slopes and after-ski activities. The research shows, however, that SkiStar, and its resorts, are largely unknown in Finland. The only thing that seems to have any sort of recognition is Åre as a Town. Only 1 out of 7 even remember the name SkiStar, while the rest barely knowing that there was a company that held such large operations throughout the Nordics. A few of the interviewees also mention the lack of useful information for more senior skiers on SkiStar’s web pages, but also while at their resorts. However, all interviewees believe that there are good potentials to growth within the Finnish market if SkiStar market itself better towards the Finnish market. According to the interviewees, there is a hunger for winter vacations among the Finns, but there is a lack of knowledge of destinations outside the most famous ones in the Alps