ABSTRACT

The development project started in June 2011, when a network of eighteen entrepreneurs, regional tourism marketing organization, representatives of the local municipality and other stakeholders were invited by University of Eastern Finland to attend the first meetings. In the first phase, a literature review of Japanese culture and research on Shinrin-yoku and the effects of forests on human wellbeing was conducted in order to build a basic understanding of the potential segment. In order to gain an in-depth understanding about the target group, a focus group method was chosen, as the outcome is richer than that of individual interviews. Based on the findings of the focus group interview, entrepreneurs developed service modules, from among which representatives of the university chose fifteen activity service modules and five accommodation module descriptions, which were carefully translated into Japanese. After the virtual testing, the modules were further developed, and the final set of service modules were chosen for the external test of the offering.