Destination Image : Marketing of Finland

Abstract

Finland is known almost everywhere in the world as a cold snowbound location that would most be suitable for winter holidays. This bachelor’s thesis seeks to analyse destination marketing of Finland and the factors that have led to this image and reputation. Especially important in this thesis is the image of Finland and its perception from the view of potential German customers. The goal was to identify reasons based on the author’s assumption for an image of Finland as mainly a winter location, through the examination of marketing material and an observation of the marketing communications tools and distribution channels used.

The thesis examines the marketing strategies of Finland, the brand identity and variety of products and services that manifest the basis of the country as a tourism destination. It discovers the tone of previous and current marketing and advertising campaigns and tries to provide recommendations for future marketing and advertising efforts resulting into a better image of Finland in Germany. Furthermore, this might result into positive influence on the visitor numbers of Finland and would encourage potential German customers to perceive Finland as an all-year-round destination.