Master's thesis: Planet-positive design can promote eco-literacy and help identify ways to address nature loss

The increased demand for nature tourism and the accelerating biodiversity loss calls for tourism services that support the regeneration of travel destinations. Regenerative tourism aims to create a positive impact on the destinations and support the wellbeing of the natural ecosystems.

In Finland, government organisation Metsähallitus is responsible for the sustainable use and protection of state-owned lands, including national parks. In her Master’s thesis, Mirkka Helkkula explored how Metsähallitus could involve stakeholders to participate in tackling nature loss in the national parks and support shift from sustainable tourism to regenerative tourism that benefit both people and nature.

A regenerative service concept was co-created in collaboration with the nature businesses, citizen customers, and international travellers using service design methods and tools, such as co-design workshops, and qualitative research methods. In the thesis, nature was recognised as one of the key stakeholders, and the value of the service was also considered from the perspective of the nature in service development. The aim was to create a service concept that provides value to all stakeholders.

Businesses and visitors as national park stewards

The regenerative service concept developed in the thesis invites citizen-customers and international travellers to engage in conservation activities in Nuuksio National Park. Participants contribute to the restoration of natural areas while learning about biodiversity and practical ways for act for nature.

The results suggest that both nature entrepreneurs and citizen-customers should be recognised as stewards of the national parks to encourage them to care for common nature areas.

The solution emphasises the role of Metsähallitus as an enabler of regenerative tourism and the role of businesses as environmental educators and catalysts of change when they provide the regenerative tourism services. The findings show that information, tools, and best practices should be shared across the whole business partner network. Supporting businesses in the development of customer-centric regenerative tourism services also enhances opportunities for travellers to participate in tackling biodiversity loss.

Eco-literacy as a key citizen skill

The results underline the importance of promoting eco-literacy and the inner worldview change advancing regeneration in service development. Eco-literate citizens and organisations are able to understand the complex relationships in nature and ecosystems and recognise how the wellbeing of the planet is closely tied to the wellbeing of humans. At the same time, encouraging people to get involved actively can help overcome environmental apathy.

In summary, including the planet-positive perspective in design and service development has the potential to enhance people’s empathy and understanding of nature, strengthening their commitment to act as stewards for the planet. This understanding can be helpful for businesses expected to address biodiversity loss and take action for the benefit of nature.

You can find Helkkula's thesis Value co-creation for planetary wellbeing and regenerative service development — rethinking national park stewardship at Theseus.

Further information

Mirkka Helkkula
MBA in Service Innovation and Design
Contact details
Tel +358 40 028 0488