The purpose of this research was to study the needs and desires of Americans who are interested in socio-cultural aspects of travel. In this study we analyzed interest in Finnish Spas and Finland. Qualitative research was conducted using focus groups. After identifying four market segments who were interested in socio-cultural travel, travel packages were specifically designed and tested for each market segment. Ultimately, our goals were to tailor-make travel packages to meet the needs of each specific market segment.

To encourage discussion regarding inter-cultural travel to Finland, background information was provided on this country, emphasizing its uniqueness as a cultural crossroad between East and West. A video tape showing Finnish people, food, history, natural and scenic beauty were used to initiate the discussions. Slides depicting activities available to the traveler were shown.

The research process by which socio-cultural travel packages can be designed will be reported together with key findings.