Topic: BusinessIndustry

Last updated: March 2, 2019

Some glocal THE-companies have started to take seriously the climate change, green economy and groups of the critical ecologic consciousness consumers (for example some young university students, the academic lower middle class, families with children, the elderly). Some Finnish enterprises have understood that the carbon and zero-waste strategies, eco-efficient service production and well-being of all consumers are vital for their business. Sustainability and energy strategy are competitivity factors not competition edges. Instead of gloomy predictions about the disastrous future and globe, companies wish to send a positive environmental message their operations on carbon, water, energy and waste management.
Also, some futures researchers, Jensen (1999) and Aaltonen and Jensen (2012) among others, wish to remove dystopia and negativity from the air and to work against the effects of the risk society described by Beck (1999) by introducing old strategic tools in a new form, such as Mr. & Mrs. Future. Another similar socio-constructing trend in the times is transmodernism, which represents a new rise of human values, meaningful reality and life (Dussel 1978; Vittalo).
Environmentalism, sustainability and ecology are key aspects of the transmodern wellbeing tourism theory; not only does transmodernism embrace environmental protection, yet it also stresses the importance of sharing economy (for example Airbnb business concept, Restaurant day, Cleaning Day and Sauna Day events), building communities and togetherness. It accepts technological change, yet only when its aim is that of improving life or human conditions. Generally transmodernism, or the thoroughly open modern society, seeks to improve people’s harmony between nature and human activities.
Other prominent aspects of transmodernism are those of democracy and listening to the local people. Transmodernism on addition takes strong stances on common welfare, promoting the emancipation of women and female rights, yet also promoting several traditional moral and socio-cultural values and micro-enterprises values; the importance of the family business is particularly stressed.
The transmodern ideal approach is belief on fundamental changes in the glocal THE-economy. It forces Finnish THE-industry to switch from mass production to a new business strategy known as flexible specialization. By flexible specialisation, we mean post-Fordism, ethical, sustainable, technologic and humanistic business culture. In destination´s business strategies and master plan strategies it means (g)local hotel and restaurant concepts, micro-resorts and small events, which are offering simple service and product portfolio. This liquid transmodern THE-cluster is characterized by the following attributes:
• Transparency and flexibility in service production
• Small-batch and eco-efficient service production
• Specialized eco-products and eco-services
• New information and service technologies
• Hyperconnected consumers
• The feminization of the work force. (Aaltonen 2001; Bauman 2000)
Instead of producing generic multi-services and goods, responsible firms find it more valuable to produce diverse service process targeted at ethical consumers, appealing to their premiditated sense of taste and wellbeing lifestyle. The Finnish transmodern wellbeing traveler appreciates multi-sensitive services, cultural roots and basic values. S/He does not want the role of the king as a fast moving and wasting world traveler. Real wellbeing traveler behaviour manifests itself as deep-ecological choices and local cultural tastes.
Even though the concept of transmodern taste leads us to challenging eco-sociological and semiotic questions about ethical and sustainable choices and multi-cultural differences. S/He is not unconditional in his/her requirements but expect transparency, quality and safety from the service and food chain. S/He understand the human factor and mistakes that are present in all services. S/He do not expect perfectly flawless service, but follow the fluctuations of price and quality closely.
In wellbeing sector, the transmodernity is western ecologic-technologic-humanistic me-oriented lifestyle (metaphysical I-hood). At its most ideal, transmodernity should show eg in the satisfaction and physical, mental and spiritual wellbeing of individuals. Rationality is apparent eg in high awareness of own health and nutrition issues. The Finnish mass wellness tourist change selfness traveler. S/He has a strong sociocultural and life scientific basis in his/her customer behaviour. The transmodern selfness consumer is responsible of her/his own health. Instead of postmodern mass wellness tourist the thorougly modern selfness traveler becomes a modern aesthetic (hyper)local nomad, whose most important goals are sustainable living and human growth.
Wellbeing and lifestyle service production and specially consumption become rational and very selective: wants and desires are replaced by premeditated needs, the consumer “calms down”, the traveler really slow down, the management and control of one’s own life is emphasized (me-management) (Konu & al. 2010; Konu & & Laukkanen 2010; Pesonen & Komppula 2010). From sociology of consumption point of view s/he is self-directed and independent, but not selfish. S/He exhibits self-control and self-discipline (me-management). The consumer may exhibit Spartan self-restrained that manifests itself as a certain aesthetic, “peace of mind”, slim body and strict eating and drinking habits. S/He can measure own body and optimize own life with biological and technological tools (About biohacking Arina 2015; Nafus & Sherman 2014). The wellbeing of perfect self and loved ones come before anything else.
The quality and ecologic awareness of the Finnish consumer can be seen in the choice of the certified green destinations and hotel and local restaurants. Transmodern customer combines traditional and modern features, but the majority of the motives for choosing services are in line with sustainable development and aesthetic values. Also deep aesthetic and culturohistorical knowledge is an important factor in choosing a travel destination (Cf. Boniface 2001). The transmodern consumer needs to have up-to-date and sufficient information about the destination before making the choice. The (manipulated) comments of social medias, old repertoires of guide books (turns of phrase and descriptions) or general eco-labels and brochures of the destination/hotel do not interest them. They want researched information and total ecologic quality strategies. They want to hear classical or new stories and want to have experts as their tourist guides. S/He prefers to spend time at home and travels near instead of far. Simple being and genuine experiences give them spiritual and metaphysical satisfaction. S/He appreciates the basic products (for example good treatments, good food, clean hotel room) and genuine hospitality services (xenophilia) but also local luxury and premium products. The restaurant customer appreciates traditional and hyperlocal food and prefers to eat in peaceful and stress free surroundings.
In the spas he or she does not seek entertainment and water extremities – so called postmodern, commercial “wettainment” – but instead appreciates for example the slow fitness services, beauty services, relaxing atmosphere of nature, winter and green gardens and saunas (transmodern flow). The environmentoriented selfness tourist aim at a modest, ordinary consumption and life,also in destination. Some abhore the amount of things and events in the market and give themselves to total minimalism.
In Finnish well-being industry, thorougly modern thinking manifests itself in green strategies. The transmodern company has to based on a researched and measured sustainability, eco-concepts, eco-efficient and eco-service designed processes and skilled staff (Heikkinen 2015; Sheldon & Park 2099; Simpson & al. 2008). The company aims at improving customer satisfaction/pleasure and a total value-based model. The company is a so called happy organization or a dream organization. The sustainability of a small business in the hotel and restaurant industry is based on eg a credible local brand, a convincing green management and the overall environment quality of the operations. (Heikkinen 2002.).


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