Sustainable Travel in Kajaani–Oulujärvi: From Principles to Practice in Destination Visibility
Diokno, Joeff (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604156597
https://urn.fi/URN:NBN:fi:amk-202604156597
Tiivistelmä
This thesis was commissioned by the Communications and Marketing Department of the City of Kajaani, and its purpose was to explore the relationship between the implementation of sustainable tourism practices and their visibility in the Kajaani–Oulujärvi destination region. In response to the growing importance of sustainability in tourism competitiveness, this study examines how local tourism businesses perceive, practice, and communicate sustainability, and identifies the gaps and potential for strengthening destination-level sustainability branding.
Using a qualitative case study approach, data was collected through semi-structured interviews with tourism stakeholders, including accommodation providers, activity operators, destination managers, and public sector representatives. Thematic analysis was employed to identify recurring themes related to sustainability practices, communication challenges, stakeholder collaboration, and visibility barriers within the regional tourism ecosystem.
The findings revealed that while sustainability is deeply embedded in the daily operations of local tourism businesses, particularly in environmental stewardship, local sourcing, and community engagement—its visibility remains limited and fragmented. Participants highlighted challenges such as resource constraints, inconsistent staff awareness, and a tendency toward “greenhushing,” where sustainability efforts are under-communicated despite being genuinely practiced. Collaboration and destination-level coordination were identified as critical yet underdeveloped mechanisms for enhancing collective sustainability visibility.
The study concludes with practical recommendations for tourism businesses and destination organizations to improve sustainability communication, strengthen collaborative networks, and leverage storytelling to position Kajaani–Oulujärvi more effectively as a sustainable travel destination. These insights provide valuable guidance for destination management, policy development, and sustainable tourism marketing in regional contexts dominated by small and medium-sized enterprises.
Using a qualitative case study approach, data was collected through semi-structured interviews with tourism stakeholders, including accommodation providers, activity operators, destination managers, and public sector representatives. Thematic analysis was employed to identify recurring themes related to sustainability practices, communication challenges, stakeholder collaboration, and visibility barriers within the regional tourism ecosystem.
The findings revealed that while sustainability is deeply embedded in the daily operations of local tourism businesses, particularly in environmental stewardship, local sourcing, and community engagement—its visibility remains limited and fragmented. Participants highlighted challenges such as resource constraints, inconsistent staff awareness, and a tendency toward “greenhushing,” where sustainability efforts are under-communicated despite being genuinely practiced. Collaboration and destination-level coordination were identified as critical yet underdeveloped mechanisms for enhancing collective sustainability visibility.
The study concludes with practical recommendations for tourism businesses and destination organizations to improve sustainability communication, strengthen collaborative networks, and leverage storytelling to position Kajaani–Oulujärvi more effectively as a sustainable travel destination. These insights provide valuable guidance for destination management, policy development, and sustainable tourism marketing in regional contexts dominated by small and medium-sized enterprises.