This chapter examines characteristics of nature-based tourism firms based on data from a national survey in Norway. Through cluster analysis we identify three types of firms: 1) Guided activity firms; 2) Hospitality facilitators that combine accommodation with angling and hunting license and self-guided activities; and 3) Activity package firms that offer comprehensive packages with combinations of activities, accommodation, food, and transport. Although there are many different motivations to be in the business (sustainability, lifestyle, economy, etc.) within and across the firm types, profit and growth are not among the main motivations. Typically, many of the firms are small (1-3 employees) and seasonal, located in rural areas with several sources of income. Few firms plan to increase the number of staff. From a tourism development perspective, governmental support programs and industry advisors should be aware of these specificities of nature-based tourism firms and the diversity in products they offer.
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Front Matter
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PART I: Nordic and international perspectives on nature-based tourism
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PART II: Place-based resources and local communities
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PART III: Market dynamics and segments
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PART IV: Firms, creativity and innovations
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PART V: Value-added experience products
