Identity and CognitiveIdentity and Cognitive Accessibility to Services ofAccessibility to Services of

Second Home OwnersESRS, Chania 25.8.2011

Manu RantanenTorsti Hyyryläinen

www.helsinki.fi/yliopisto 29.8.2011Ruralia-institute/ Manu Rantanen & Torsti Hyyryläinen 1

The questions

What kind of obstacles there are in logistical and cognitive/ social

ibilit t i f d h d ll i Fi i h L k l d?accessibility to services of second home dwellers in Finnish Lakeland?

What kind of roles second home dwellers could have in service design What kind of roles second home dwellers could have in service design

processes and innovations of accessibility to services?

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The presentation is based onThe presentation is based on

The Finnish report as backround (Rantanen M t l 2009 Ch i i d fM. et al. 2009: Changing service needs of second home owners of South Savo) Interviews (40) Interviews (40)

The mail questionnaire (sample of 2 000

second home owners, response rate 41 %)

The enquiry of the ongoing projectSERVING COUNTRYSIDE? The mail questionnaire (2 000 second home

i Iitti h i t d )

The research areas: the province of South Savo and the municipality of Iittiowners in Iitti, comprehensive study)

Persons who own a second house in Iitti and

have their permanent residence in other

municipality of Iitti

* Response rate is low (16 %). The results will be comparedlater with the other survey withhave their permanent residence in other

municipality. *3

a e e o e su eysame questions that has beencarried out at the same region.

Background

There are about 527 000 (2009) second home dwellers in Finland that have a second home elsewhere than in theirpermanent municipality (Source: Statistics Finland).

Second houses are often located in rural areas where, as a consequence of structural changes, there are hugeconsequence of structural changes, there are huge problems in maintaining an adequate level of services.

New possibilities have emerged for enterprises because of the new demand of services created by second house owners.

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The relation betweenthe number of second

The expanding

the number of secondhomes and  permanentdwellings in 1 x 1 km id i 2009

p gsecond home zone in Finnish

grids in 2009

zone in Finnishlakeland

Blue = only second homesRed = only permanentdwellingsg

(Rehunen 2010)

Changes of the number of second homesaccording to rural typology 1995 2009according to rural typology 1995 - 2009 (Source: Statistics Finland)

- Cities- Rural areas close to urban areas- Rural heartland areas- Sparcely populatedp y p prural areas- Whole country

The significance of second home dwelling increases in towncenters: There are 24 town centres where there are more secondhome dwellers than permanent residents according to shortest

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home dwellers than permanent residents according to shortesttime distance (Rehunen 2011)

Physical accessibility to services and secondhome dwelling gets worse?

Accessibilityyto healthcentres in Finnishlakeland (in (minutes)

Rehunen 2011

The second home dwelling is in change

TIME SPENT IN SECOND THE LEVEL OFTHE AVERAGE AGE OF

SECOND HOME OWNERS

RISES

TIME SPENT IN SECOND HOMES WILL BECAME

LONGERAverage: 75 days per year(Statistics Finland 2009)

THE LEVEL OF EQUIPMENT OF

SECOND HOMES WILL RISE –

RENOVATIONS

CHANGES IN THE WAYS OF USING SECOND HOMESRISES

Now 61 years -retirements!

About 50% are going to increase both the number of visits and time spent on each

visit.

49 % fit for winterhabitation

74 % has elecriticity

•Use of services•Change of generation

The number of second homes is growing in sparsely populated and rural heartland areas where the permanent population is ageing andrural heartland areas where the permanent population is ageing and declining fast. Service structure is weakening.

The significance of part-time residents is growing in rural

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The significance of part time residents is growing in rural areas both in economical and social terms.

Accessibility to services of secondyhome owners

Logistical obstaclesg

- E.g. Routs and time

Juridical obstacles

- Those who live permanently in other municipality have limitations

in participation and access to public services.

Social and cognitive obstacles Social and cognitive obstacles- E.g. How services are marketed and who knows about them?

29.8.2011

Case study: Accessibility factors of services of second home dwellers in Iitti/ Kouvola region

HOW DEMANDSERVICE DEMAND

SUPPLY OF SERVICES

HOW DEMAND AND SUPPLY

MEET? QUALITYWAYS OF USING SECOND HOMES IMAGOSECOND HOMES

PRICE AND WAY OF PHASE OF LIFE

PHYSICAL ACCESSIBILITY: availability, places

PAYMENT

SELECTIONCOGNITIVE

and time distance

VALUESCOGNITIVE

ACCESSIBILITY:Availability of

information - social t t

TIME

IDENTITY AND ROOTS INFORMATION

29.8.2011

contactsROOTS INFORMATION

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The preliminary results of ongoing studyThe preliminary results of ongoing study

The themes of the questionnaire Usage of second home

Acquisition of services

Information about services Availability of services

Values

Future Future

Average age of the respondents: 62 Average age of the respondents: 62 53 % retirees

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Local level is important for second home owners

Where do you feel you belong to primarily in your secondhome?

To village 52 % - to municipality 29 % - to the regioneven lesseven less

Those who don´t feel that they belong to area want to be

apart from others when they stay in second home.

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Do you participate in the activities of yoursecond home area?

Events, like village parties

Visits to relatives that live nearby

Visits to other second home dwellers

Collective activities with other second home dwellers

Visits to relatives that live nearby

Visits to local dwellers

0 % 20 % 40 % 60 % 80 % 100 %

Never Every now and then Regurlarly

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Do you or your spouse haveroots in your second home area?

Of the respondents:

Lineage is in the same village 23 % Lineage is elsewhere in municipality 17 %g p y The second home is former

home of the respondent 13 %

38 % of the respondents have some kind of roots in the d hsecond home area

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Where do second home dwellers getinformation about services?

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0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 % 40 % 45 %

Do the respondents get information aboutservices from locals or form other sources?services from locals or form other sources? According to if the respondent or his/her spouseslineages are in the area

The information

The secondhome is

Lineage is in the same

Lineage is elsewhere in

No roots in the area

source former home of the respondent

village municipalityof Iitti

Locals 55% 57% 38% 30%

Oth 46% 43% 62% 70%OtherSources

46% 43% 62% 70%

It is easier to get information about services for those second home dwellers that have

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roots in the area.

Cognitive accessibility and internet

Use of internet and services of second home owners

Työt

MuuOther

Work

Muu tiedonhaku

Ajankulu

Work

Leisure

Information retrieval

Pankkiasiat

Palvelujen etsintä ja tilausSearch and commission of services

0 20 40 60 80 100 120

Ei käytä

Bank issues

Nothing

N=282

Source: Eteläsavolaisten vapaa‐ajan asukkaiden muuttuvat palvelutarpeet (Rantanen, M. et al. 2009)

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p j p p ( , )

Discussion

The mutual interdependence of rural areas and second home

dwelling increases in Finnish Lakeland.

Good service level means security for ageing second home dwellers

(+ maybe for new generation)(+ maybe for new generation).

Probably more often new second home owners don´t have roots in y

the region. That means that cognitive access to services could be an

even bigger problem in the future.

It is needed to resolve how the services will be produced in the

ffuture ; service providers are ageing and the market culture needs to

be developed.18

Active development of services would help to create new marketsp p

for entrepreneurs; it also would help to lenghthen the time that

second home dwellers spend at their second home.

Although the multiple dwellers spend more time at the second

f fhome they are often not inhabitants of municipality; that decreases

their possibilities to participate in decision-making.

• E g innovation forums of second home owners and service• E.g. innovation forums of second home owners and service

providers are needed; there all the actors will develop services

together with the second home owners. g

The goal is to facilitate the economical and social sustainability of rural areas.

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Example:

There is innovation potential when services are developed and e e s o at o pote t a e se ces a e de e oped a d

directed to the new target group:

- From services of permanent inhabitants to services of

second home owners (e.g. security systems) and vice versa

(e.g. handymen)

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