Online sales development in tourism sphere in Lapland

Abstract

This study aims to understand the development of online sales in tourism in Lapland and what areas of this development can be highlighted. The research provided an overview of Lapland as a unique region, aiming to analyze the phenomenon of online sales in tourism. During the process, an overview of tourism in Lapland was made, considering the region’s characteristics and relevant information for understanding the current situation. The study analyzed online sales in the market for these services, resulting in a classification of the most popular services based on various parameters. Interviews were held with Lapland tourism industry experts, gathering their perspectives on the present state and prospects of the online sales market. The theoretical research helped to define the main problems of the local tourism industry. The online sales and marketing tools were classified and analyzed, highlighting the strengths and weaknesses. During the interview analysis, there were some insights defined. These insights were used as a basis for identifying and considering future trends.

The research concludes that digitalization has always been and remains one of the main directions of online sales. The study confirms a shift from traditional sales to online services. Furthermore, the result emphasizes the role of online marketing in sustainable development in the tourism industry, where it serves as an intermediary between the industry and customers, promotes sustainable services, and influences customer behavior.