Photo and Video Content in Promoting Destination Online Case: Ranua
Nguyen, Minh Hieu (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061116425
https://urn.fi/URN:NBN:fi:amk-2019061116425
Tiivistelmä
The aim of the thesis was to suggest potentially effective strategies for promoting Ranua as a tourism destination in content marketing, within the context of photo and video content. As Ranua is a small and local-favoured tourism destination while the tourism demand is growing, an increasing in the visibility for Ranua in the international market is much needed.
To achieve the aim and to gain deeper perspectives on photo and video content in content marketing, a considerable amount of research was conducted in order to gain good insights and understanding on the referred topic. The thesis project introduces several concepts with regard to content marketing, and then specifies the theories that could help comprehend the use of photos and videos in content marketing. A qualitative research was informed, including theme interviews and an analysis based on the findings. The interviews were conducted in conversation-like format, which allowed the interviewees to express more openly their opinions.
The theme interviews helped to identify what the needs and orientations were for visual content on different perspectives from the chosen participants who had been working in the commissioning project and had a strong background on marketing. The analysis was carried out in order to find suitable content marketing strategies for the future of Ranua tourism based on the aforementioned researches. In the end, the results gave a set of potential strategies on developing the visual content in Ranua.
The thesis project focused to achieving the goal in order to increase the attractive of Ranua as a destination. However, the project had to be limited within the scale of opinions, therefore, non-tourism stakeholders were not considered. It depends on either the destination or the project itself to take the results to another level.
To achieve the aim and to gain deeper perspectives on photo and video content in content marketing, a considerable amount of research was conducted in order to gain good insights and understanding on the referred topic. The thesis project introduces several concepts with regard to content marketing, and then specifies the theories that could help comprehend the use of photos and videos in content marketing. A qualitative research was informed, including theme interviews and an analysis based on the findings. The interviews were conducted in conversation-like format, which allowed the interviewees to express more openly their opinions.
The theme interviews helped to identify what the needs and orientations were for visual content on different perspectives from the chosen participants who had been working in the commissioning project and had a strong background on marketing. The analysis was carried out in order to find suitable content marketing strategies for the future of Ranua tourism based on the aforementioned researches. In the end, the results gave a set of potential strategies on developing the visual content in Ranua.
The thesis project focused to achieving the goal in order to increase the attractive of Ranua as a destination. However, the project had to be limited within the scale of opinions, therefore, non-tourism stakeholders were not considered. It depends on either the destination or the project itself to take the results to another level.