How can Visit Jyväskylä Region enhance the International Visibility of Secto Rally Finland through Destination Marketing?
Martikainen, Niko Emil; Sinthiya, Nusrat Jahan (2025)
2025
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112529661
https://urn.fi/URN:NBN:fi:amk-2025112529661
Tiivistelmä
Secto Rally Finland is one of the most important annual events in Jyväskylä and attracts huge amounts of
visitors. However, its role in destination marketing and increasing the international visibility of the Jyväskylä
region has received small research. The goal of the study was to examine how visiting the Jyväskylä Region
could use the rally more efficiently and effectively in international promotion and regional branding.
The study was conducted using a qualitative research method. Semi-structured interviews were conducted
with the commercial Director of AKK Sports Oy and four residents. However, all the documents, websites,
and social media materials related to the event and regional marketing were reviewed. All the collected
data were analysed using thematic analysis and compared with theories from destination marketing, event
tourism and sport event-based branding. It was discovered that AKK Sports Oy and Visit Jyväskylä region
mainly focused on national audiences, however, locals noticed international interest in the Secto Rally Fin land, but they felt that global marketing and tourism services could be enhanced more.
This study concluded that international visibility could be improved through long-term cooperation. These
actions would support a clearer and more effective international image for Jyväskylä.
visitors. However, its role in destination marketing and increasing the international visibility of the Jyväskylä
region has received small research. The goal of the study was to examine how visiting the Jyväskylä Region
could use the rally more efficiently and effectively in international promotion and regional branding.
The study was conducted using a qualitative research method. Semi-structured interviews were conducted
with the commercial Director of AKK Sports Oy and four residents. However, all the documents, websites,
and social media materials related to the event and regional marketing were reviewed. All the collected
data were analysed using thematic analysis and compared with theories from destination marketing, event
tourism and sport event-based branding. It was discovered that AKK Sports Oy and Visit Jyväskylä region
mainly focused on national audiences, however, locals noticed international interest in the Secto Rally Fin land, but they felt that global marketing and tourism services could be enhanced more.
This study concluded that international visibility could be improved through long-term cooperation. These
actions would support a clearer and more effective international image for Jyväskylä.