Usage of social media How Åland tourism businesses use social media

Abstract

This thesis examines how tourism businesses in Åland utilize social media platforms, with a particular focus on Instagram and Facebook. Using observational research, the study documents posting frequency, content types, language use, and audience targeting across both summer and winter seasons. The findings reveal clear seasonal variations, with higher activity during the summer months and reduced engagement in winter. Restaurants generally demonstrated more consistent posting behavior compared to accommodation companies. Instagram emerged as the preferred platform for visual storytelling and international reach, while Facebook was more frequently used to engage local audiences and promote events. The analysis highlights that multilingual communication, structured campaigns, and influencer collaborations remain underutilized, limiting the potential for broader visibility and customer engagement. By integrating theoretical insights from digital marketing and social media literature, the study concludes that Åland’s tourism businesses could strengthen their competitiveness by adopting more strategic, consistent, and audience-aware approaches to social media.