RESEARCH PLAN
INTERNATIONAL ECOLOGICAL TOURISM PROJECT
Abstract.
Title of the project: International Ecological Tourism Project.
Researcher in charge: Serguei Kask, e-mail: skask@email.com
Sites of research: Lapland (Fnland), Kola Peninsular (Russia).
Period: approximately 3-4 years.
Brief description of the project: The project is to research ecotourism facilities of Finland and north-west Russia, design ecotourism technology and work out business plan followed with complex marketing strategy. The main idea is to make tourists pay attention to the ecological problems of the region they travel to. Project is to contribute to the further international integration in Barenrs region.
Aim:Is to make come true into life the results of the project research so as to establish effective communication network between concerned parties and find out on the market new ecological tour-product.
Main research question: In considering the Lapland experience with development of ecotourism as a business, and given the present situation of development tourism in Kola, what would be the most feasible strategic alternatives of ecotourism as a business for Kola Peninsula?
Key words: Sustainable tourism, International co-operation, Lapland, Murmansk.
2. Reasons and background:
Rapidly aggravating Environmental Problems;
Growth of Tuorism Industry like an essential source to replenish the National budgets;
Great influence of tourism on Nature;
Ecotourism is a perspective direction in development of Tourism Industry;
Absence of marketing communications in defined field;
The necessity of ecological education in Ruusia;
Importance of Environmental problems;
Absence of ecotourism coloboration between Russia and Finland;
Absence of close bonds between ecological organizations, tourist companies, investment funds, innovation companies in Russia and Finland.
Field of research:
Definition of Ecological Tourism;
Ecotourism in the far North (tourist and transport companies, ecological organizations, clubs, forest reservations, industrial enterprises influencing the Environment badly and other objects);
Ecotourism infrastructure in Scandinavia (accommodations, natural sightseeing, sport events, cultural peculiarities of aboriginal population, e.i. Saami);
Describe the present conditions of tourism development in Kola region in terms of tourism clusters (supplying firms, public authorities, other actors);
Describe the state of ecotourism as business in Kola region;
Research and summarize experience of Lapland in ecotourism (e.g. Scandic hotel environmentally friendly technology);
Ecotourism facilities in Scandinavia and north-west Russia;
Find out essential obstacles influencing tourism industry in Kola region ( from economic, legislative, political point of view) and define main trends of the development of tourism in Kola with a focuse on ecotourism;
Determine what part of Lapland ecotourism experiences may be transferred to Murmansk area, describe how it could be done and work out the most viable strategy for ecotourism products generation and promotion;
Ecotourism products:
- How they are presented in the market;
- What is ecotourism product;
- What are existing methods of these product’s promotion;
- Who are the main customers and consumers (targeted market, strategic
sector);
Future of ecotourism in the North. Forecast based on figures and statistic data;
Structure of tourism stream to Scandinavia;
Projecting and elaboration the competitive ecotourism product (e.g. arranging seminars for businessmen about new ecotechnologies);
Working out marketing strategy and conducting complex of marketing for ecoproducts;
Business-plan for the ecoproduct and economic basis for investments in the ecotourism project;
Methods and material for the research:
Theory of tourism (books, Internet, issues, scientific works, periodicals, other related researches, magazines, booklets etc.);
Field research: visits and interviews;
Cross-case study (one case in Murmansk and one case in Lapalnd);
Collaboration with institutes (Ministry of Forestry, Economic Affairs, Universities, ecological clubs, other researchers);
Communication and correspondence with tourist companies and local authorities;
Marketing research of customer’s preferences.
5. Plan of the research:
- Market Study of tourist services;
- Study condition of ecology in regions and searching objects for ecotourism;
- Analysis of consumer preferences;
- Development of bussines-plan;
- Creation and advancement tourist ecoproduct on the market;
6. Social value of study:
- Study of specifics of ecological problems in conditions of Arctic region;
- Attraction of attention of the public and local authorities on ecology;
- Development of ecological activity;
- Attraction of facilities and investments in ecology;
Help in deciding the ecological problems.
7. Co-operation network:
Medko Elena K., Dean of management and economy faculty in Murmansk State Technical University;
Irja Efremoff, chief of the department on international relationships, Inari adminictration, Finland;
- Committee of ecology in Administration of Murmansk region;
- Committee of sport and tourism in Administrationsof Murmansk region;
- Ecological club "Geo", Murmansk
Tourist company "Miriam-M", Murmansk
Antti Haahti, professor University of Lapland;
Eija Raasakka, senior lecture, Rovaniemi Polytechnic;
Kazanzev Oleg, general director "SBN" plc, Murmansk;
Kimmo Ainojärvi, acting professor of marketing, University of Oulu;
Kristiina Jokelainen, Barents Department, Rovaniemi;
Richard Langlais, Director of Arctic Center, Rovaniemi;
Denis Zavialov, Finance Manager, "Energoprom", Murmansk.
8. Selected bibliography:
Aaker, D.A.
1997 Marketing research, John Wiley & Sons.
Alf, H.W.
	1999 The Marketing of Tradition. Annals of Tourism Research 26:1031-1033.
Cater, E., and G. Lowman
1994 Ecotourism: A sustainable option ?, p.p. 1-87, 111-137, 195-213. UK: John Wiley and sons.
Hall, C.M., and M.E. Johnston
1995 Polar tourism: touris in the arctic and antarctic regions, p.p. 1-27, 167-179, 257-292. UK: John Wiley and sons.
Harrington, D., and T. Lenehan
1998 Managing quality in tourism: theory and practice, p.p. 165-208. Dublin: Oak tree press.
Holloway, J. Christopher
1994 The Business of Tourism, p.p. 1-66, 130-230, 253-279. Singapour: Pitman Publishing.
Inskeep, E.
1991 Tourism planning: an intergrated and sustainable developoment approach, p.p. 269-303. Canada: John Wiley and sons.
Kotler, P.
1999 Marketing management: Millennium edition, Prentice Hall.
1999 Kotler on Marketing: How to Create, Win, and Dominate Markets, Simon & Schuster Trade.
Lumsdon, L.
19997 Tourism marketing. Oxford: International Thomson business press.
McKercher, B.
1998 The business of nature-based tourism. Melburn: Hospitality press.
McIntosh, R.W.
1995 Tourism: principles, practicies, philosophies, p.p. 1-27, 71-93, 132-162, 165-191, 220-264, 426-441. USA: John Wiley and sons.
Rhodri, T.
1998 The management of small tourism and hospitality firms. Cassell.
Zyman, S.
1999 The End of Marketing as We Know It, Harper Business.