Comparing Four Generations of Rural Tourism Developers in Finland

Intergenerational differences have received growing scholarly attention in recent years, particularly in relation to work practices, communication styles, and values across professional and social contexts. This study explores the characteristics of rural tourism developers in Finland across four generations – Generation Z, Millennials, Generation X, and Baby Boomers. Developers play a vital role in shaping rural destinations, and supporting their wellbeing directly contributes to the sustainability and regeneration of entire tourism ecosystems. Ensuring that developers are equipped, motivated, and supported aligns with the principles of regenerative tourism. The research is based on a questionnaire distributed nationally as part of the Rural Finland Tourism Hub project, co-funded by the European Fund for Agricultural and Rural Development. Due to the unequal distribution of respondents among the four generational groups, results were analysed qualitatively by a narrative approach. This provides valuable insights into generational tendencies while avoiding overgeneralization. The comparison focuses on four key aspects: (1) competence needs, reflecting the skills and knowledge rural developers consider essential for their work; (2) preferred communication and information channels, highlighting differences in how generations access, share, and process tourism-related knowledge; (3) cooperation patterns, describing how various age groups engage with partners and institutions in the context of rural tourism development; and (4) employment characteristics, illustrating differences in working conditions and orientation. The insights of this study hold relevance for tourism managers, educators, governing bodies, and financiers who seek to design support measures, training programmes, and funding instruments that are tailored to the needs of diverse developer profiles. Moreover, the study addresses a notable gap in tourism literature by providing a nuanced understanding of rural tourism developers’ characteristics from a generational perspective.