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Research article - Peer-reviewed, 2020

Consumer preferences for riding lessons in Finland, Sweden and Finland

Tienhaara, Annika; Pouta, Eija; Lunner Kolstrup, Christina; Pinzke, Stefan; Janmere, Lana; Järvinen, Maija

Abstract

Services in the equine sector offer a new form of livelihood for farms around cities. However, studies focusing on the demand for these services are limited, even though the knowledge on client preferences would enable the systematic development of riding services. This study examines riding lesson choice and attributes affecting it in Finland, Sweden, and Latvia, i.e. three countries of the Central Baltic Sea region. We used a choice experiment method with both pooled and country-specific models to assess the heterogeneity of the clientele and define consumer segments. The pooled model aimed to look at the demand as a whole and the country models to obtain more specific information on the consumer segments. The pooled model proved that there was clear heterogeneity in preferences among the respondents. Furthermore, the results of the country-specific models revealed three distinctive consumer groups in each country. Even though there were some differences between countries, all in all, the groups could be described as one with low interest in lessons, one with recreational focus and one more interested in skills. Based on the models, we were also able to calculate willingness to pay estimates for different attribute combinations.Management implications: Our study adds to the limited knowledge about riding as an outdoor activity and riders as clients of rural leisure service providers. Overall, the most important attribute for Latvian, Swedish and Finnish riders in selecting riding lessons was a qualified teacher, as it affected consumer willingness to pay the most. Furthermore, there is high potential for stables to add value to their services by focusing on horse welfare and developing horsemanship. However, the importance of the attributes differed significantly between consumer segments. Equine service providers should therefore consider whether to provide versatile services or to concentrate on specific clientele.

Keywords

equine sector; riding lesson; choice experiment; preference heterogeneity

Published in

Journal of Outdoor Recreation and Tourism
2020, Volume: 32, article number: 100141