Developing effective marketing strategies for the tourism industry in Finland
Wilson, Sylvia (2021)
Wilson, Sylvia
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe202402096481
https://urn.fi/URN:NBN:fi-fe202402096481
Tiivistelmä
The tourism industry in Finland had suffered severe economic damage since the onset of the global Covid 19 pandemic. Key firms in the industry, such as Polar Star Travel/Lapin Luontoelämys, have been challenged to re-engineer their marketing approach in the face of restrictions, such as the restrictions placed on international travelers, a key market segment for Finnish tourism to date. This study explored alternative strategies that one firm, in particular, could embark on, to survive these extraordinary current market conditions. A quantitative study was employed, the results which were quantified, and collated to understand the trends and patterns which may underlie the tourism industry in Finland more broadly.
Scholarly works examined, suggest that there is not currently enough focus being placed on marketing tourism in Finland to domestic target market segments, whose needs, perceptions, and socio-economic realities domestic tourist are not currently well understood. Key findings include that Finnish domestic tourism must be grown through sub-branding, unique messaging that appeals to their emotions, authentic experiences, and needs. Tourism establishments must employ the full marketing mix, to highlight the homely, familiar aspects of the tourist’s journey and provide a simpler more convenient experience for the tourist. Specific strategies which may be employed include Search- engine optimization, influencer marketing, and loyalty programs to attract the family- unit as a whole. Also, the firms in the industry could cooperate to create a more economically attractive package for the tourist.
I conclusion, for the domestic Finnish traveler to be reached, she or he must be reminded of the treasure and adventure ‘magic’ available for them to explore at home in Finland. If the marketing mix is employed more directly towards reaching the domestic tourist, more of their tourist spending could re-engineer the Finnish tourism industry, as a whole towards growth, resilience, and sustainability, even in the face of pandemics and unpredictable events in the future.
Scholarly works examined, suggest that there is not currently enough focus being placed on marketing tourism in Finland to domestic target market segments, whose needs, perceptions, and socio-economic realities domestic tourist are not currently well understood. Key findings include that Finnish domestic tourism must be grown through sub-branding, unique messaging that appeals to their emotions, authentic experiences, and needs. Tourism establishments must employ the full marketing mix, to highlight the homely, familiar aspects of the tourist’s journey and provide a simpler more convenient experience for the tourist. Specific strategies which may be employed include Search- engine optimization, influencer marketing, and loyalty programs to attract the family- unit as a whole. Also, the firms in the industry could cooperate to create a more economically attractive package for the tourist.
I conclusion, for the domestic Finnish traveler to be reached, she or he must be reminded of the treasure and adventure ‘magic’ available for them to explore at home in Finland. If the marketing mix is employed more directly towards reaching the domestic tourist, more of their tourist spending could re-engineer the Finnish tourism industry, as a whole towards growth, resilience, and sustainability, even in the face of pandemics and unpredictable events in the future.