Abstract
The understanding of nature and nature-based tourism products might differ according to tourists’ nationality. Existing knowledge is often based on Western tourists view and relation to nature-based tourism. Eastern European tourists, however, might not share the same understanding. The Eastern European tourist market is increasing and destinations compete to attain their share, while it is evident that further knowledge is needed to apprehend what this market expects from nature-based experiences. Tour operators play a crucial role in imparting knowledge of destinations and tourism products to potential consumers. This article attends to the issue through interviews of six tour operators in Russia, to inform on how Russian tourists relate to nature-based experiences. The article also addresses intermediaries’ influence upon tourists meaning formation through their communication of nature-based tourism experiences. The content analysis reveals four main content areas that relate to the overall objective of the study: 1) Russians’ relation to nature, 2) what Russian tourists emphasize as important for nature-based tourism products, 3) the meaning of nature-based experiences to Russians, 4) promoting nature-based experiences to Russians. The analysis demonstrates there is discrepancy in the conception of what nature-based experiences are; hence an understanding of national differences is encouraged.
Highlights
In order to succeed in an increasing international tourism market, it is essential to know the consumers
The informants’ impression is that Russians prefer untouched nature, as stated by interviewee 3: ‘Difficult to say, probably we can say that Russians like nature and prefer pure nature and nice resorts’
The content analysis demonstrates four main content areas relating to the Russian market: 1) their relation to nature, 2) elements emphasized as important for nature-based tourism products, 3) the meaning of naturebased experiences, 4) promotion of naturebased experiences
Summary
In order to succeed in an increasing international tourism market, it is essential to know the consumers. Competition currently escalates due to the decline in global economy, so consequences for the tourism industry are pertinent. Operators compete for their share of the global tourist market while further knowledge is needed to explore and develop new, emerging markets. In this experience providers, destination marketers, media and tourist organizations play a part. Intermediaries play a significant role in launching experience products to markets Despite their position as image creators of destinations and promoters of international tourism products, tour operators’ influence on markets is not substantial within tourism literature, exceptions exist This article addresses the gap in the literature by studying intermediaries’ role in promoting nature-based experiences to the Russian market
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