Destination brand of Satakunta
Mustaniemi, Jonna (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052816872
https://urn.fi/URN:NBN:fi:amk-2024052816872
Tiivistelmä
The aim of this thesis was to examine the destination brand of Satakunta from the perspective of tourists. This was done to offer a new perspective for tourism development in the area. The commissioner of this thesis was the Center for Tourism Business Development.
The theory of this thesis consisted of destination branding, defining unique selling points and attractions of Satakunta region, and going through characteristics of Satakunta as a destination. The theory acted as a basis for the research.
Mixed methods research was used in the thesis in a form of a questionnaire which was available to attendants of SuomiAreena 2023 event in both paper- and electronical form. The questionnaire was conducted in Finnish. The answers were collected at the SuomiAreena event from 27.-30.6.2023. The questionnaire consisted of respondent’s background information, satisfaction to services and attractions, familiarity and emotional connections, personal images, and development suggestions regarding Satakunta as a destination. The answers were analyzed based on respondent’s living region to find differences in their responses.
In the responses, a positive image of Satakunta as a destination was highlighted and it was already a familiar destination for many. Respondents were also mostly pleased with the attractions and services of Satakunta. The question regarding emotional connections had the most dispersion among respondents. Key development points from respondent’s point of view dealt with marketing, more diverse events and services, and utilization of the coastal environment of Satakunta.
The theory of this thesis consisted of destination branding, defining unique selling points and attractions of Satakunta region, and going through characteristics of Satakunta as a destination. The theory acted as a basis for the research.
Mixed methods research was used in the thesis in a form of a questionnaire which was available to attendants of SuomiAreena 2023 event in both paper- and electronical form. The questionnaire was conducted in Finnish. The answers were collected at the SuomiAreena event from 27.-30.6.2023. The questionnaire consisted of respondent’s background information, satisfaction to services and attractions, familiarity and emotional connections, personal images, and development suggestions regarding Satakunta as a destination. The answers were analyzed based on respondent’s living region to find differences in their responses.
In the responses, a positive image of Satakunta as a destination was highlighted and it was already a familiar destination for many. Respondents were also mostly pleased with the attractions and services of Satakunta. The question regarding emotional connections had the most dispersion among respondents. Key development points from respondent’s point of view dealt with marketing, more diverse events and services, and utilization of the coastal environment of Satakunta.