Destination Branding: Central Finland as the Sauna Region of the World
Zaborna, Anna (2018)
Zaborna, Anna
Vaasan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201801301828
https://urn.fi/URN:NBN:fi:amk-201801301828
Tiivistelmä
With boundaries for travelling disappearing, tourist destinations compete more than ever for their market share. In order for a destination to attract tourists, it has to position itself successfully among others by building a strong brand. On the way of understanding processes around branding, this study attempted at answering what constituted the core of a destination brand.
In the first chapter of the study, a thorough analysis of the previous research in the field of tourism identified image as the core concept of the destination brand. Further investigation of the image formation and management processes presented an image-based framework for destination branding.
The second section of the thesis examined a case of the Sauna Region brand.
By describing the major decision making bodies and operations, this chapter offered an outline of the regional development project in all its complexity. The analysis also questioned whether induced by marketing operations and activities sauna images resonated with the organic images prevailing among representatives of two target audiences, namely tourist agents from Germany and Japan.
The findings of the qualitative research among German and Japanese tourist operators comprised a set of practical implications around the image-based brand formation process of the Sauna Region.
In the first chapter of the study, a thorough analysis of the previous research in the field of tourism identified image as the core concept of the destination brand. Further investigation of the image formation and management processes presented an image-based framework for destination branding.
The second section of the thesis examined a case of the Sauna Region brand.
By describing the major decision making bodies and operations, this chapter offered an outline of the regional development project in all its complexity. The analysis also questioned whether induced by marketing operations and activities sauna images resonated with the organic images prevailing among representatives of two target audiences, namely tourist agents from Germany and Japan.
The findings of the qualitative research among German and Japanese tourist operators comprised a set of practical implications around the image-based brand formation process of the Sauna Region.