| Summary: | The objective of this thesis was to develop the concept of Arctic luxury and to design a unique circumpolar Arctic luxury experience. The purpose of developing the circumpolar Arctic luxury experience, covering eight distinctively different destinations in eight Arctic countries, was to add extension and value to Luxury Action’s product offering. The thesis also intended to define suitable market niches for Arctic luxury. A number of qualitative research methods were used in this thesis, including secondary data collection, participant observation, interviews, and content analysis. The eight Arctic countries were examined against pre-determined criteria for a private luxury traveller, and a suitable destination in each country was introduced. Collaborative and comparative benchmarking process was then carried out to compare and measure the destinations, and to find the most unique elements in each destination. Participant observation was conducted during field trips to the Arctic destinations. Experts in luxury travel in the Arctic were interviewed for empirical data and the outcome of the interviews and observations used in further benchmarking and content analysis, and eventually developing the concept of Arctic luxury and circumpolar Arctic luxury experience. The study revealed the main appeal of the Arctic luxury is its self-sufficiency, untouched nature, feeling of wilderness, and presence of wildlife and indigenous people. Climate change is rapidly shaping the state and the future of the Arctic. Sustainable development and protecting Arctic environment is the key for any activities carried out in the Arctic. The study discovered that ecotourism, adventure tourism and culture tourism were growing markets in the Arctic, and it was concluded that active tourism, indigenous tourism, and ecotourism are suitable markets for Arctic luxury. Further recommendations on sustainable development in the Arctic and for adapting Arctic luxury were made. Due to confidentiality reasons only the base for the itinerary ...
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