The Image of Tampere in Social Media
Syrjälä, Jaana (2014)
Syrjälä, Jaana
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404084030
https://urn.fi/URN:NBN:fi:amk-201404084030
Tiivistelmä
The aim of this bachelor’s thesis was to examine and analyze the image the city of Tampere has as a destination in chosen social media channels, and also to describe the most discussed issues and thoughts concerning the city. The topic was chosen to emphasize the importance of social media on potential consumers’ decision-making process as well as the power of Word-of-Web, which can have a larger effect on consumers than advertising messages by suppliers. The comments made in social media can also be considered as valuable feedback from the visitors, which is always important when developing the destination and marketing of it.
A number of social media platforms were chosen for this research and all primary data were collected from these platforms. The data were analyzed using qualitative content analysis in order to understand the texts’ deeper meanings and interpretations. Theoretical framework for this thesis consists of the concepts of destination marketing, destination brand, brand image and brand positioning in order to provide background information relevant in understanding the phenomena.
The analysis indicated that as a destination Tampere was not discussed much in chosen social media during the time period of the analysis. However, the discussions are mostly raising positive awareness rather than conveying a negative image. Tampere is perceived as a lively and diverse city with plenty of options for culture, nightlife and other activities. The scenery is complimented, and it is indicated that in Tampere tourists can gain the authentic experience of Finnish culture.
One issue to be faced by the destination marketers is how to get social media users more active and communicative than they currently are. Another important issue is that Tampere was mainly considered as a destination for short visits by these social media writers. There was some hesitance, whether or not the city offers enough to do for a longer time period, or if the city should be visited at all. Differentiation between Tampere and other cities in Finland was considered difficult. These are issues that should be ad-dressed by the destination marketers in order to attract more travelers to the city and to satisfy their needs and wants.
A number of social media platforms were chosen for this research and all primary data were collected from these platforms. The data were analyzed using qualitative content analysis in order to understand the texts’ deeper meanings and interpretations. Theoretical framework for this thesis consists of the concepts of destination marketing, destination brand, brand image and brand positioning in order to provide background information relevant in understanding the phenomena.
The analysis indicated that as a destination Tampere was not discussed much in chosen social media during the time period of the analysis. However, the discussions are mostly raising positive awareness rather than conveying a negative image. Tampere is perceived as a lively and diverse city with plenty of options for culture, nightlife and other activities. The scenery is complimented, and it is indicated that in Tampere tourists can gain the authentic experience of Finnish culture.
One issue to be faced by the destination marketers is how to get social media users more active and communicative than they currently are. Another important issue is that Tampere was mainly considered as a destination for short visits by these social media writers. There was some hesitance, whether or not the city offers enough to do for a longer time period, or if the city should be visited at all. Differentiation between Tampere and other cities in Finland was considered difficult. These are issues that should be ad-dressed by the destination marketers in order to attract more travelers to the city and to satisfy their needs and wants.