Course Content and Programme

Synopsis

This course introduces the concept of tourist experience as an individual and socio-cultural process by relying on the case of Rovaniemi and its Christmas brand. The theoretical part of the course offers insights into the experience economy and Christmas as an organizational phenomenon. In addition to lectures, the course follows a case study approach to identify and evaluate the relationship between the Rovaniemi Christmas brand values and the service offered by local tourism companies. Particular attention will be given to the role of storytelling, gastronomy and Arctic nature in the creation of Christmas experiences. The course is based on a balanced combination of lectures, business cases and workshops.

Why experience economy? One of the fastest growing sectors of the global economy is related to the production and consumption of experiences. This is particularly relevant in tourism and hospitality. Today’s travellers are not just buying services but they have become experience producers and consumers. This new demand for meaningful experiences requires tourism companies and destinations to develop a distinct value-added provision for their services. This is a task that requires managers who have the ability to identify and manage elements that influence the experiences of travellers.

Why Christmas? Christmas is annually celebrated around the world, even in countries which do not have a Christian tradition. Christmas usually involves family gatherings and gift giving. Christmas spending represents around a third of the annual retail turnover in many Western economies. Moreover, Christmas is also a tourism experienced sold all year around. There are several tourism destination which are based on the Christmas theme. Rovaniemi, which has been acknowledged as the official residence of Santa Claus, is one of these places. The number of Christmas theme parks and alike activities will continue to increase in the future.

Target Students

This course is designed for students enrolled in the Master's Degree Programme "Tourism, Culture and International Management" and those students from partner universities who are interested in the production and consumption of tourism experiences. It is recommended for graduate and undergraduate students of tourism, hospitality, cultural and business studies. Previous studies in experience economy and service marketing are helpful but not required.

Credits: 5 ECTS

Course format and teaching methods

Lectures, course literature and blended learning elements (blogging) as well as visits to tourism companies. Small group assignments in class and at home are designed to make connections between theoretical concepts and the case studies.

Learning objectives

The course will be based on online and on-site teaching: lectures, workshops with organizational partners, independent work. The course requires active participation in lectures, workshops and the one-week intensive programme in Rovaniemi, Finland. The course assignments will consist of an e-portfolio, group work report, and presentations. Upon successful completion of the Christmas Experience Academy the student should be able to:

• recognize central theoretical discussions on tourism experience
• understand the production and consumption of tourism experiences
• critically evaluate how the theories and models related to the experience economy can be used to develop commercial tourism experiences
• recognize the organizational characteristics of Christmas as an economic and socio-cultural phenomenon

Means and criteria of assessment

Preliminary assignment (before joining the summer school) and instructions for creating the e-portfolio (e.g. creating a blog). During each day students work on group assignments but each student works on the development of his/her own e-portfolio (e.g. blog). The assessment criteria: Pass/fail: The assessment is based on active participation, group work and presentations, and own e-portfolio.

Course schedule

Sunday 24 September 2023: Arrival · “Welcoming Reception” in Hostel Café Koti

Monday 25 September 2023: Introduction to the BIP and Rovaniemi as a Christmas destination
Focus on destination experiences . Organizations involved: VisitRovaniemi and Rovaniemi Guide Association
Lecturers: Tjaša Alegro, José-Carlos García-Rosell, and Minni Haanpää

Get-together and city tour in the evening hosted by Rovaniemi Guide Association

Tuesday 26 September 2023: Experience Economy
Focus on attractions and accommodation · Organizations involved: Santa Claus Village and hospitality companies
Lecturers: Filipa Fernandes and José-Carlos García-Rosell
Free evening

Wednesday 27 September 2023: Nordic Nature and animals as Tourism Experiences
Focus on outdoor activities (nature, animals, photography and video) . Organizations involved: Beyond Arctic, Arktikum and Bearhill Husky
Lecturer: José-Carlos García-Rosell
Social programme

Thursday 28 September 2023: Gastronomy as Tourism Experience
Focus on food and locality non representational sensitivities of tourism experiences · Companies involved: Korundi House of Culture and Choco Deli
Lecturers: José-Carlos García-Rosell and Minni Haanpää
Eat- and walk – tour with the lecturers

Friday 29 September 2023: Reflections and conclusions

Facilitated by Tjaša Alegro, Filipa Fernandes, José-Carlos García-Rosell, and Minni Haanpää
Organization involved to be confirmed.
Farewell dinner 

Please note! The programme is preliminary and may be subjected to changes. All learning activities take place at the University of Lapland and the premises of the companies involved in the programme.