Tourism Marketing in Faroe Islands
Korhonen, Henna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112130799
https://urn.fi/URN:NBN:fi:amk-2023112130799
Tiivistelmä
This thesis investigates tourism marketing in Faroe Islands. The objectives were to get to know Faroe Islands, its tourism and tourism marketing. More specific objectives were to investigate the perceptions of people about Faroe Islands and their marketing and development campaigns made by the official tourist board Visit Faroe Islands.
Faroe Islands consists of 18 small islands which are part of the Kingdom of Denmark. The islands are located in the Northeast Atlantic between Iceland and Norway. Tourism is a growing industry there and Visit Faroe Islands has been working on tourism marketing since 2012.
The methodological approach of the study was mixed approach using both qualitative and quantitative research method features. The data was collected in a form of questionnaire, and it was distributed orally, on Facebook and on Instagram platforms. Data collection was implemented in October 2023 and the questionnaire received 58 responses.
The purpose of the questionnaire was to get data about perceptions of people about Faroe Islands and its tourism marketing targeting especially their marketing campaigns. The involved marketing campaigns were “Closed for maintenance”, “Remote Tourism” and “Faroe Islands Translate”. Hypothesis for the questionnaire was that many respondents do not know much about Faroe Islands but after getting to know Visit Faroe Islands’ marketing campaigns the interest in Faroe Islands would increase.
Surprisingly, the questionnaire managed to get respondents who have visited Faroe Islands before and therefore have some experience of it. The overall rate of interest visiting Faroe Islands did increase but not significantly. The reason for that might be that many respondents were likely reached from a Facebook group implemented for people interested in Faroe Islands and therefore the rating was already high.
In conclusion, the opinions of respondents about marketing campaigns were rather positive but there were also comments expressing doubt and worry especially when it comes to the environment and local people. One of the aims of Visit Faroe Islands is to listen to the local people and take their view into consideration in their tourism marketing. Based on the results I acquired in this thesis, it could be beneficial to show this consideration more in their campaigns as well.
Faroe Islands consists of 18 small islands which are part of the Kingdom of Denmark. The islands are located in the Northeast Atlantic between Iceland and Norway. Tourism is a growing industry there and Visit Faroe Islands has been working on tourism marketing since 2012.
The methodological approach of the study was mixed approach using both qualitative and quantitative research method features. The data was collected in a form of questionnaire, and it was distributed orally, on Facebook and on Instagram platforms. Data collection was implemented in October 2023 and the questionnaire received 58 responses.
The purpose of the questionnaire was to get data about perceptions of people about Faroe Islands and its tourism marketing targeting especially their marketing campaigns. The involved marketing campaigns were “Closed for maintenance”, “Remote Tourism” and “Faroe Islands Translate”. Hypothesis for the questionnaire was that many respondents do not know much about Faroe Islands but after getting to know Visit Faroe Islands’ marketing campaigns the interest in Faroe Islands would increase.
Surprisingly, the questionnaire managed to get respondents who have visited Faroe Islands before and therefore have some experience of it. The overall rate of interest visiting Faroe Islands did increase but not significantly. The reason for that might be that many respondents were likely reached from a Facebook group implemented for people interested in Faroe Islands and therefore the rating was already high.
In conclusion, the opinions of respondents about marketing campaigns were rather positive but there were also comments expressing doubt and worry especially when it comes to the environment and local people. One of the aims of Visit Faroe Islands is to listen to the local people and take their view into consideration in their tourism marketing. Based on the results I acquired in this thesis, it could be beneficial to show this consideration more in their campaigns as well.