Social holidays as a tourist experience in Finland

The aim of this study is to investigate the factors that affect the formation of the social holiday experience, and the role of specially arranged activities in that experience. It draws on the specific case of Finland. An intrinsic, intensive case study research strategy is applied and an ethnographic approach is taken using observation, semi-structured interviews, and questionnaires. The findings indicate that the social holiday experience is clearly linked to everything which took place during the holiday. This supports earlier research on service experiences. Six categories of factors contribute to the social tourism experience: interaction, physical environment, content of the activities, food and mealtime conditions, situational factors and personal factors. Social holiday clients do not expect the holiday to be anything extraordinary.