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Asiasanat: 
Food expectations, international travelers, Finland, Finnish food 
 

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Table of contents 
1
Introduction ................................................................................................................. 5
2
Food and tourism ........................................................................................................ 6
2.1
Factors effecting food choices ................................................................................. 8
2.2
Finnish Country Brand and image of Finland ....................................................... 9
2.3
Finnish food ............................................................................................................. 13
2.4
Global nutritional challenges vs. Finnish nutritional values .............................. 14
2.5
Tourists food experiences in Finland .................................................................... 17
2.6
Literary review .......................................................................................................... 18
2.7
The government’s participation ............................................................................. 20
3
Methods ...................................................................................................................... 22
4
Summary of the results ............................................................................................. 24
4.1
Germans, Chinese and Russians largest groups .................................................. 25
4.2
70% of the travelers between 25-45 years ............................................................ 26
4.3
Education .................................................................................................................. 27
4.4
Prior visits ................................................................................................................. 27
4.5
Majority is interested in food ................................................................................. 29
4.6
General image of Finnish food is neutral or positive ......................................... 29
4.7
Restaurant service spenditure between 51-100e per day .................................... 31
4.8
Most travelers eat three times per day .................................................................. 32
4.9
Fish products interests the most ............................................................................ 36
4.10
Casual restaurants and market places are most wanted places to eat ........... 37
4.11
“What kind of thoughts does Finnish food bring to your mind?” ............... 38
5
Discussion & Conclusions ....................................................................................... 39
5.1
Communication........................................................................................................ 39
5.2
Thesis process .......................................................................................................... 40
5.3
Background ............................................................................................................... 41

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5.4
Limitations ................................................................................................................ 43
5.5
Further suggestions ................................................................................................. 44
Resources ................................................................................................................................. 46
Attachments ............................................................................................................................. 50

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