Jalgrattaturism Eestis ja teenusedisaini võimalused
Laen...
Kuupäev
2025
Kättesaadavus
03.09.2025
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Ülemaailmselt on jalgrattaturism kasvav ja arenev sektor, mis mängib olulist rolli säästva
turismi propageerimisel ja maapiirkondade tutvustamisel. Samal ajal puudub ülevaade,
millises seisundis on jalgrattaturismi valdkond Eestis ja miks otsustavad jalgratturid
külastada just Eestit. Magistritöö eesmärk on mõista jalgrattaturiside sihtkoha valiku
kriteeriume ning motivatsiooni harrastada jalgrattaturismi, kirjeldada viimaseid trende ja
riske jalgrattaturismis ning pöörata tähelepanu Eesti sisesele jalgrattaturismile. Sellest
tulenevalt esitada ettepanekuid teenuste parendamiseks või loomiseks kasutades
teenusedisaini võtteid. Eesmärgi saavutamiseks on läbiviidud 14 poolstruktureeritud
intervjuud jalgrattaturistidega ja 7 valdkonna esindajatega. Intervjuude käigus selgus, et
valdkond muutub populaarsemaks, ent teenusepakkujate tähelepanu on eelkõige
äriklientidel. Iseseisvalt liikuvad jalgrattamatkajad jäävad sageli tagaplaanile.
Intervjueeritud jalgrattaturistide on Eesti jätnud väga positiivse mulje: külastajatele
meeldib loodus, sõbralikud inimesed, arenenud RMK taristu ja tasane maastik. Esmaseid
valikuid tehakse lähtudes ratsionaalsetest, emotsionaalsetest ja sotsiaalsetest aspektidest.
Nendeks on ajalised ja finantsilised piirangud, teadmised sihtkoha looduslikest
tingimustest, teiste inimeste inspiratsioon ja sotsiaalmeedias avaldatav informatsioon.
Oluliseks teguriks on mainitud suhtlust kohalikega ja kultuurikogemust. Kasutades
teenusedisaini võtteid on autor loonud klienditeekonna ja kaardistanud sellele jäävad
murekohad. Saadud informatsiooni põhjal on tehtud ettepanekuid teenuste loomiseks ja
parendamiseks. Jalgrattaturistide rahulolu suurendamiseks peab pöörama tähelepanu
kaasaegsele turundusele ja sotsiaalmeediale, informatsiooni jagamisele kohapeal ning
teenuste võimaldamisele ka väljaspool hooaega. Autor on teinud konkreetseid
ettepanekuid ning kirjeldanud võimalikud piirangud nende teostamisel. Käesolev töö võib
olla aluseks edasistele uuringutele jalgrattaturismi valdkonnas.
Globally, cycling tourism is a growing and developing sector that plays an important role in promoting sustainable tourism and introducing rural areas. At the same time, there is a lack of an overview of the current state of cycling turism in Estonia and the reasons why cycling tourists choose to visit Estonia. The aim of this master's thesis is to understand the criteria for destination choice among cycling tourists and their motivation to engage in cycling tourism, to describe recent trends and risks in cycling tourism, and to draw attention to domestic cycling tourism in Estonia. Consequently, the goal is to propose improvements or the creation of services using service design methods. To achieve this objective, 14 semi-structured interviews were conducted with cycling tourists and 7 with representatives of the field. The interviews revealed that the sector is becoming more popular, yet service providers primarily focus on business clients. Independent bicycle tourists are often left in the background. The interviewed cycling tourists had a very positive impression of Estonia: visitors appreciate the nature, friendly people, developed RMK infrastructure, and flat terrain. Initial decisions while choosing next destination are based on rational, emotional, and social aspects. These include time and financial constraints, knowledge of the natural conditions of the destination, inspiration from others, and information shared on social media. Communication with locals and cultural experiences were also mentioned as important factors. Using service design methods, the author created a customer journey and mapped the issues along it. Based on the gathered information, proposals were made for the creation and improvement of services. To increase the satisfaction of cycling tourists, attention must be paid to modern marketing and social media, the sharing of information on-site, and the availability of services also outside the main season. The author has made specific proposals and described the possible limitations in their implementation. This thesis may serve as a basis for further research in the field of cycling tourism.
Globally, cycling tourism is a growing and developing sector that plays an important role in promoting sustainable tourism and introducing rural areas. At the same time, there is a lack of an overview of the current state of cycling turism in Estonia and the reasons why cycling tourists choose to visit Estonia. The aim of this master's thesis is to understand the criteria for destination choice among cycling tourists and their motivation to engage in cycling tourism, to describe recent trends and risks in cycling tourism, and to draw attention to domestic cycling tourism in Estonia. Consequently, the goal is to propose improvements or the creation of services using service design methods. To achieve this objective, 14 semi-structured interviews were conducted with cycling tourists and 7 with representatives of the field. The interviews revealed that the sector is becoming more popular, yet service providers primarily focus on business clients. Independent bicycle tourists are often left in the background. The interviewed cycling tourists had a very positive impression of Estonia: visitors appreciate the nature, friendly people, developed RMK infrastructure, and flat terrain. Initial decisions while choosing next destination are based on rational, emotional, and social aspects. These include time and financial constraints, knowledge of the natural conditions of the destination, inspiration from others, and information shared on social media. Communication with locals and cultural experiences were also mentioned as important factors. Using service design methods, the author created a customer journey and mapped the issues along it. Based on the gathered information, proposals were made for the creation and improvement of services. To increase the satisfaction of cycling tourists, attention must be paid to modern marketing and social media, the sharing of information on-site, and the availability of services also outside the main season. The author has made specific proposals and described the possible limitations in their implementation. This thesis may serve as a basis for further research in the field of cycling tourism.
Kirjeldus
Magistritöö
Loodusturismi õppekaval
Märksõnad
magistritööd, aeglane turism, motivatsioon, käitumine, külastaja, EuroVelo