Published in Tourism Recreation Research, a recent study from the 91天美 explores how nature-based wellbeing tourism experiences can support deep personal transformation among travellers. The study highlights the role of co-design as a key approach in developing meaningful, customer-oriented tourism services that promote wellbeing.
According to the study, tourism experiences should be developed collaboratively between customers and service providers. Such co-creation enables better alignment of services with a range of customer needs and expectations. Taking customers鈥 perspectives and experiences into account is especially important when the goal is to create tourism experiences that not only offer pleasure and relaxation but also foster transformation.
鈥淭his type of transformation may involve clarifying personal values, self-development or a strengthened connection with nature,鈥 says Associate Professor Henna Konu of the 91天美.
The natural environment, particularly forest landscapes and silence, plays a central role in these experiences. The study suggests that carefully designed nature-based experiences can be truly transformative: they can not only enhance momentary wellbeing but also lead to insights that inspire people to reflect on their life direction and make changes in everyday life. At the same time, such experiences can strengthen people鈥檚 relationship with nature and support more sustainable lifestyles.
鈥淎s the result of our co-designing, we have learned that the key word is 鈥榗onnection鈥: planning the itineraries and experiences in a way that they can support deepening travellers鈥 connection with the physical nature, other people and especially themselves. This connection makes it possible for travellers to open up which, in turn, enables the birth of insights and positive transformation,鈥 says Mari Ahonen, owner of SaimaaLife, a sustainable wellness business providing forest bathing and Saimaa travel experiences.
Collaboration with local actors can enrich tourism offerings
The study offers practical recommendations for developers of nature- and wellbeing-based tourism. In addition to emphasising the importance of customer-oriented design, it underlines the value of collaboration among local actors. Working together with other entrepreneurs, communities and stakeholders can enrich tourism offerings, enhance authenticity and local engagement, and distribute service delivery responsibilities more evenly among different actors. This also helps reduce the administrative burden on individual small entrepreneurs and contributes to regional vitality.
The study is based on a case from Finland鈥檚 Lakeland region and provides a concrete example of how participatory design can be applied in the development of tourism services. The findings offer valuable insights for both tourism researchers and practitioners.
鈥淭ourism entrepreneurs from around the world can benefit from applying regionally appropriate co-design models based on the SaimaaLife Finnish-Japanese collaborations. By tailoring it to local contexts, entrepreneurs can, for example, co-design meaningful nature-based, wellbeing and cultural tourism experiences with local actors like Indigenous communities and local micro-small and medium enterprises, ensuring the adoption of sustainable business models that support regional economies while aligning with stakeholder values and providing products and services that meet or exceed tourists鈥 expectations,鈥 says Postdoctoral Researcher Kelsey Johansen of the 91天美.
For further information, please contact:
Associate Professor Henna Konu, tel. +358 50 305 9023, henna.konu(at)uef.fi
Postdoctoral Researcher Kelsey Johansen, tel. +358 50 431 2360, kelsey.johansen(at)uef.fi
Research article (open access):
Kelsey M. Johansen & Henna Konu. Designing transformative nature-based wellbeing tourism experiences: a case study from the Finnish Lakeland Region. Tourism Recreation Research. 2025.