Sami Tourism in Northern Sweden: Measuring Tourists' Opinions Using Stated Preference Methodology

• Published in: Tourism and Hospitality Research
• Main Author: Pettersson, Robert
• Format: Article in Journal/Newspaper
• Language: English
• Published: SAGE Publications 2002
• Subjects: Northern Sweden; sami
• Online Access: http://dx.doi.org/10.1177/146735840200300407; https://journals.sagepub.com/doi/pdf/10.1177/146735840200300407

A declining and restructured reindeer herd is forcing some Sami into other permanent or temporary occupations. In the Swedish parts of Sami land, Sápmi, an increasing number of Sami are involved in small companies dealing with tourism that focuses on their culture. These companies, their products and their location, are today relatively well known. What the tourists demand and appreciate, on the other hand, is not so well known. The purpose of this paper is to analyse which factors matter when tourists make their decisions. Using the stated preference method, respondents were requested to evaluate a number of hypothetical alternatives. The tourists' opinions and considerations were measured in respect of three attributes; the companies' offers, the prices for these products and access. The study shows that there seems to be a considerable potential in these kinds of activity and that there is, in some respects, a gap between supply and demand.