Many nature tourists in Norway want trips with guides, eco-labels, and custom experiences. But these offers are still rare. New research indicates a clear opportunity of meeting this demand and improve both visitor experience and sustainability.
Nature-based tourism contributes to the development of rural areas in Norway and can promote sustainability.
“We don’t fully understand what different segments of nature-based tourists want says Kathrin Stemmer, PhD candidate from the Norwegian University of Life Sciences (NMBU).
Choice between different products
In her PhD, Stemmer studied what affects the choices of birdwatchers, mountain bikers and hikers who visit places like Trolltunga.
She used surveys from tourists in Varanger, Trysil and Hardanger and made participants choose between different tour packages and settings. The results showed that preferences partly change with how specialised the tourists are.
Could packages be the next thing?
Her results show a strong demand for tourism packages that is not met.
“Between 80% and 86% of respondents across all activity groups were open towards packages,” she says.
Some of the package and setting preferences, like guided tours or extra trips, varied by activity and how specialised the tourists were.
Different tastes and interests
Her research shows that the different groups like different things. What they like depends on the activity and how specialised they are. By ‘specialised,’ she means to what extend people are committed and have acquired skills and knowledge in their activity.
For example, more specialised birdwatchers and mountain bikers have similar preferences. They both want higher quality, variety, and small group expert guiding. More specialised hikers often prefer to hike on their own and stay in budget places while less specialzed would buy guided tripsHikers in general also like packages with guided trips for other activities.
From a management perspective, this is an opportunity. Guided trips can be used to spread tourists away from high-pressure areas.
“No matter the activity, people care most about the quality of the experience and whether it’s eco-friendly,” Stemmer says.
Birdwatchers are willing to pay
The study also shows that birdwatchers in Varanger are okay with paying small fees for conservation and upkeep.
“There is untapped potential in the demand for customised nature-based tourism guiding offers, eco-certification, and conservation and maintenance fees,” she says.
More sustainable travel
Tourism offers that fit people’s interests and skills can improve trips and also protect nature. Since many tourists support eco-certification and small conservation fees, there are good opportunities to make sustainability a normal part of travel.