Images and Expectations of Chinese Tourists Visiting an Arctic Destination: Rovaniemi, Finnish Lapland

During the last years an increasing number of Chinese tourists are travelling to the Arctic regions. Rovaniemi in Finland is one of the most popular destinations among them. Here Chinese tourists, with a preconceived image of the Arctic, can enjoy clean air and nature, meet Santa Claus, see the Northern Lights, and thus meet their expectations.This paper is based on an online survey made in April and May 2016 among Chinese that went to visit Rovaniemi and its surroundings.Results show, among other things, that there are a growing number of tourists organising their own travel, and a higher demand for leisure activities. The level of satisfaction after the experience is pretty good, and the expectations, according to the pre-formed images, are fulfilled.