This thesis is a research about travelers and their expenditure in Tahko holiday resort. The purpose of this research was to find out the customer profile of winter travelers and their expenditure in Tahko region. The purpose of the thesis was also to present customer’s suggestions for developing Tahko region. The research is part of a larger research about travelers’ expenditure in Northern Savonia region and it is made by the order of The Regional Council of Pohjois-Savo. The theoretical framework of this thesis consists of basic terms of tourism, consumer behavior and customer profile of tourists, the impacts of tourism and development of tourism services on a region. We explain quantitative research method and the Northern research model. We also present Tahko as a tourism destination.

The research was made during February 2015 by using quantitative research method. Due to the strict schedule of our client organization the surveys were made in February 2015. That is the reason why the term “winter traveler” used in our research is slightly misleading. The data was collected using survey and interview study in Tahko region and travelers were chosen by using simple random sampling. The final sample of the research is 244 questionnaires. In the questionnaire there are 18 questions and they are related to travelers’ background information, expenditure and development suggestions for Tahko region.

According to the research the typical winter traveler in Tahko region is a 41-50 year old woman and has a vocational qualification. She lives in Northern Savonia or Helsinki-Uusimaa region and stays overnight at a rental cottage. Typically she has accommodation for two nights. The main travel company is friends and the reasons for traveling to Tahko are downhill skiing, other sports and outdoor activities.

The research shows that the typical traveler staying overnight in Tahko spends approximately 130 euros per day and one-day visitors spend approximately 75 euros. Travelers want to develop especially downhill skiing, for example slopes and ski lifts, or restaurants. Travelers spend money mostly on the restaurant and accommodation services.