Destination image of Porvoo on travel and lifestyle blogs
Pennanen, Sonja (2014)
Pennanen, Sonja
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014090813795
https://urn.fi/URN:NBN:fi:amk-2014090813795
Tiivistelmä
User generated content on social media can have nowadays a prominent impact on consumers’ behaviour and purchase decisions. This thesis aims to examine the destination image of Porvoo as a tourist destination on Finnish and international travel and lifestyle blog entries. The thesis is commisioned by Porvoo City tourism and marketing unit.
Firstly, the thesis will provide a literature review about relevant concepts related to the topic. Definitions of destination branding, brand and image are provided and discussed thgrough theory. Also a brief introduction of social media and its various platforms is provided including a more concentrated definition of blogs as a part of social media. Furthermore impact of social media on travel and tourism industry and its relevance to destination management organisations will be discussed. In the end of the theoretical part there is a introduction about Porvoo as a tourist destination.
Secondly, the methodology of the research is presented. Qualitative research methodology was chosen in order to acquire a wider perception about the destination image of Porvoo as a tourist destination. Thematic analysis is conducted to the chosen data set of blog entires. Emerging themes from both Finnish and international travel and lifestyle blog entries are presented and discussed with comparative perspective to Porvoo’s destination brand and its main attributes.
Findings indicate that the overall image of Porvoo as a tourist destination is a positive one. Porvoo is considered as a charming destination with historical atmosphere. Themes related to Old Porvool, shopping, restaurants and cafes were found to be a common pattern among the bloggers. However certain attributes such as nature, archipelago, music, art and events were quite poorly presented among the blog entries.
Lastly, the thesis suggests that certain kind of implications are recommended in order to enchance the visibility of themes such as nature and archipelago on blogosphere. Monitoring and integrating user generated content is highly recommended for the commisioner.
Firstly, the thesis will provide a literature review about relevant concepts related to the topic. Definitions of destination branding, brand and image are provided and discussed thgrough theory. Also a brief introduction of social media and its various platforms is provided including a more concentrated definition of blogs as a part of social media. Furthermore impact of social media on travel and tourism industry and its relevance to destination management organisations will be discussed. In the end of the theoretical part there is a introduction about Porvoo as a tourist destination.
Secondly, the methodology of the research is presented. Qualitative research methodology was chosen in order to acquire a wider perception about the destination image of Porvoo as a tourist destination. Thematic analysis is conducted to the chosen data set of blog entires. Emerging themes from both Finnish and international travel and lifestyle blog entries are presented and discussed with comparative perspective to Porvoo’s destination brand and its main attributes.
Findings indicate that the overall image of Porvoo as a tourist destination is a positive one. Porvoo is considered as a charming destination with historical atmosphere. Themes related to Old Porvool, shopping, restaurants and cafes were found to be a common pattern among the bloggers. However certain attributes such as nature, archipelago, music, art and events were quite poorly presented among the blog entries.
Lastly, the thesis suggests that certain kind of implications are recommended in order to enchance the visibility of themes such as nature and archipelago on blogosphere. Monitoring and integrating user generated content is highly recommended for the commisioner.