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Kathrin Stemmer, Knut Veisten, Kreg Lindberg and Peter Fredman

Packaged tourism products at the destination level may provide several advantages for both tourists and service providers, but package planning, development and management require more knowledge about the increasingly diversified demand for current and potential nature-based tourism products. This study compares package attribute preferences from discrete choice experiments across three activity segments: birdwatchers in the Arctic North, mountain bikers at a skiing destination developing summer activity products, and hikers at an iconic site in Fjord Norway. Findings indicate package preference heterogeneity across and within the activity segments, and they provide a knowledge base for managers to make decisions on types of tourism products destinations should offer to increase economic and environmental sustainability in rural areas. The demand for packages and eco-certification indicated in this study may reflect an untapped potential in the current supply of NBT products and packages.