The Profile of the Finnish Rural Tourism Developer: An Unexplored Realm (article / artikkeli)

Rural tourism plays a pivotal role in fostering regional development and sustaining the livelihood of rural areas. It is a sector shaped by both internal and external influences due to its economic, cultural, and social significance. However, the individuals responsible for developing rural tourism, who serve as key resources and facilitators of other resources, remain underexplored. This paper seeks to fill that gap by constructing a profile of the Finnish rural tourism developer. By utilizing a resource-based approach within the context of rural tourism, the study underscores the importance of these developers not only as drivers of tourism but as central figures in the efficient use of regional resources. The research investigates several critical aspects: the nature of rural tourism developers’ work, their competence needs, accessible funding tools, and the topics they consider important, promising, or challenging. To address these questions, empirical data was employed, drawn from a secondary analysis of a nation-wide questionnaire distributed to developers. Additionally, qualitative insights were gathered from four regional workshops held with developers across Finland. This mixed-methods approach allows for a comprehensive understanding of the developers’ profile and their operational environments. Conducted as part of the Rural Finland Tourism Hub, a national development project funded by the European Agricultural Fund for Rural Development, this study has significant implications for the future of rural tourism. The findings suggest that rural tourism development efforts should not only rely on the capabilities of these developers but also actively support their professional growth and operational environments. By highlighting the crucial role that developers play in rural tourism, the study calls for targeted strategies to enhance their competencies and to foster a more supportive environment for their work. This paper contributes to the academic discourse on rural tourism and offers practical insights for policymakers and stakeholders invested in the sustainable development of rural areas.