Making Visitors Feel Safe:Design Students’ Perspectives on Safety Concerns when Designing Future Tourism Services for North

The safety of services is essential part of a company's social responsibility. In the tourism industry, ensuring the safety of services is crucial, but often overlooked in the design process. Incorporating safety aspects during the initial design phase can eliminate potential safety issues and improve quality of the services. By addressing safety concerns early on, unnecessary worries related to activities and services can be resolved. This paper examines the design perspective on safety in Lapland outdoor activities. Two studies were conducted with art and design students, including an online survey to identify safety concerns in various tourist scenarios, and a focus group study on safety design. The study produced themed safety concerns on psychological, physical, social, financial, personal data, communication, and environmental safety factors. Safety design is an increasingly relevant topic in the future. When committing safety aspects in design, it can eliminate potential safety issues and improve tourists' trust between the service provider and the customer. Through safety design, it is possible to enhance the customer experience, develop social sustainability in services, and create additional value for the customer.