Green Empowerment

Jaana Ruoho

Tourism Business Research Group at SAMK, Finland:

Local entrepreneurs operating within the context of sustainable nature-based tourism in the Satakunta region have developed new services based on nature’s positive effects on human wellbeing (i.e. green empowerment-services). These entrepreneurs have a strong relationship with natural heritage and many may be described as “lifestyle entrepreneurs”. As they need skills and collaboration to achieve growth and success in alignment with their values and motives, the entrepreneurs have started to develop their businesses together, in small groups.

The purpose of my presentation “Green Empowerment – Growth from a New Form of Nature-based Tourism: a Case Study from the Satakunta Region in Finland” is to describe what happened when these micro-size rural firms started to develop their green businesses together and the results they achieved.