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.

Learning objectives

The course will be based on online and on-site teaching: lectures, two guided tours, workshops with organizational partners, and 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 short assignments carried out online prior to the intensive week, a group presentation on the last day of the intensive week, and an essay. 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 the intensive week). During each day students take notes that feed into their group presentation at the end of the intensive week. The assessment criteria for all assignments, including the final essay: Pass/fail: The assessment is based on active participation, group work and presentations.

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 MA 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 as well as visits to tourism companies. Small group assignment in class and at home are designed to make connections between theoretical concepts and the case studies.

Course schedule 
The time listed are the local times for Finland (EEST). 

Online Sessions:

Wednesday 3 September 2025 from 14:00-15:00: Course introduction with Tiamat Warda

 

Mobility week:

Monday 15 September 2025: Introduction and on-campus lectures day

9.00-10.30  Welcome to Rovaniemi and the University of Lapland, registration, and group allocation

10.30 - 11.00  Information about exchange programmes at the University of Lapland with Tijl Van Daal, Advisor, Internationalisation Services

11.00-11.30  Introduction to Rovaniemi as a tourism destination by Katariina Lehtonen, City of Rovaniemi

 Lunch in Petronella Restaurant (own cost with student card)

13.00-14.00  Value creation and Experience Economy with Professor Vicente Ramos, University of Balearic Islands

14.15-15.15 Workshop on group presentations 

15.30-16.30 Designing Tourism Experiences: Integrating Physical and Digital Realms with XR Technologies with Tjaša Alegro, University of Maribor

Closing and reflections

17.00-19.00 Students only social: Light dinner and sauna at University of Lapland

 

Tuesday 16 September 2025: Gastronomy as Tourism Experience

9.50    Meet in front of Korundi House of Culture.

10.00-10.30    Presentation of the concept of Korundi Kitchen & Café, Hannele Koskiniemi, CEO of Korundi

10.30-11.30 Food experiences – A great opportunity to highlight authentic local culture, Anna Rinteinen, Tourism Specialist, Rural Women's Advisory Center of Eastern Finland.

11.30-12.45 Lunch at Korundi Kitchen & Café

12.45-15.15 Eat- and walk – tour led by Minni Haanpää 

15.30-17.00  Learning about arctic berries (foraging experience) in Ounasvaara with Rainer Peltola

 

Wednesday 17 September 2025: Attractions & Accomodations

8.40            Transfer to Santa Claus Village

9.00-9.30   Introduction to Santa Claus Village as a tourism attraction by Antti Nikander, Head of Development

9.30-11.15 Free time in Santa Claus Village / Group picture at Arctic Circle

11.15-12.15 Lunch at Christmas House 

12.30-12.45   Transfer to Apukka Resort

12.45-14.45 Accommodation at Apukka Resort incl. a reindeer visit

15.00 Transfer to Artic Circle Hiking Area

15.15-17.00  Hiking and parks as tourism experiences in Lapland with Katja Blomberg, Parks and Wildlife Finland

17.00 Transfer back to city center.

Student social: dinner together in town at own cost.

 

Thursday 18 September 2025: Nordic Nature and animals as Tourism Experiences

8.20          Transfer to Bearhill Husky

9.00-9.15   Welcoming to Bearhill Husky by Valentijn Beets, CEO

9.15-10.15 Animal Work in Tourism by Tiamat Warda

10.15-12.15 Introduction to sled dog experiences and activities by Valentijn Beets, CEO

12.15-13.00 Transfer from Bearhill Husky to Cafe Koti

13.00-13.50  Lunch at Cafe Koti

14.00-15.00 'Northern Lights Imaginaries: astrotourism and experiences' with Filipa Fernandes, University of Lisbon

15.00-16.00  Sami businesses in tourism with Monika Lüthje, University of Lapland

Walk to Arktikum

16.45-17.45 Arktikum guided tour with Frank Nieuwenhuizen-Yliniva

18.00-20.00  Lavu evening with an introduction to Northern light experiences by Juho Utela, CEO of Beyond Arctic

 

Friday 19 September 2025: Reflections and presentations

9.00-12.30   Individual working time on the group assignment, University of Lapland

12.30-13.30 Lunch in Petronella Restaurant (own cost with student card)

13.30-16.00 Presentations of the group work, University of Lapland

16.00-16.15 Directions for course completion and closing words

Please note! The programme 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.