Motivation from Nature– Nature-based Activities in Incentive Programmes

InnoNatour18.5.2011

Kaarina KanteleSavonia University of Applied Sciences

Work-related travel

Business- travel

Individualbusiness and professional travel

Business tourism / business-related travel•Incentive travel•Corporate hospitality•Study tours•Meetings, congresses•Conferences•Product launches•etc.

Ordinary commuting

Work-related travel

Incentive Travel

Incentive travel is a part of incentive campaign, one of its premium options

”Incentive travel is a global management tool that uses an exceptional travel experience to motivate and/or recognize participants for increased levels of performance in support of organizational goals” (SITE 2002)

”Unleashing human potential through extraordinary, motivational experiences” (SITE 2008)

”Die wesentliche Aufgabe einer Incentive-Reise ist nicht das Erreichen eines bestimmten Ortes, sondern die Erreichung bestimmter Firmen- und Aktionsziele” (Eisenhut 1995)

Incentive Travel to Finnish Lapland

– an Analysis of the Creation and Development of a Business

How a distinctive incentive travel product of Lapland was created as a result of a combination of structural factors operating at that time, local recources as well as qualities of that product?

Incentive Travel to Finnish Lapland – an Analysis of the Creation and Development of a Business

Which factors enabled Finland to an incentive destination on the European, especially on the German market?

How did a two-fold customized incentive travel product and its delivery network develop in a new, peripheric destination, Finnish Lapland?

Incentive Travel to Finnish Lapland – an Analysis of the Creation and Development of a Business

The analysis of the contemporary material was based on the methodology of the history research (Renvall 1983, Kalela 2000, Davies 2003)

The reconstructed phases of incentive travel networks and travel products were adapted to the transfer of service rights operations model generated for

leasure tourism (Jensen 1997) the customized service product concept (Smith 1994,

Edwardsson & Olsson 1999, Komppula 2002)

Incentive Travel to Finnish Lapland – an Analysis of the Creation and Development of a Business

The incentive travel product to Finnish Lapland developed two-pronged

Incentive-like travel productLapland based incentive-product

Incentive Travel to Finnish Lapland – an Analysis of the Creation and Development of a Business

Incentive-like travel product

Public administration linkages to the decission making

Plenitude of time Route planning based on the

tourism routes and attractions Summer orientation Emphasis on intermediary

operations Product development; more

expensive applications of old solutions

Incentive Travel to Finnish Lapland – an Analysis of the Creation and Development of a Business

Lapland based incentive-product pre-planned element of the incentive

campaign

efficiency of available time, travelling over the weekend

winter-orientation

active participation-orientated programmes

innovative product development; local product development in interactice, international networks

active support of knowledge transfer

customazation of items in accustomary travel solutions

Group profiles versus destination programmes

Different life cycles of

• Country of departure • Companies/organisations• Target groups of the campaigns• Travelling habits• Destination images

(Butler 1980)

The motivating factors of the destination program for the end user vs. levels of travel awards

”Status award”; ”VIP Clubs”, interest groups, exceptional, elusive destinations, top-most esteem, attendance of highest management in the occasion

High standard customized travelling; top-ranking destinations, last word of luxury, public rewarding

Companionable tailor-made travel products ; ”tolles Erlebnis”

Moderate product standard; trips to tourist destinationssuperior merchandice,“special cash-incentives”

Product trophies; monetary rewards, merchandice, package tours