PROMOTIONAL ACTIVITIES IN THE STRATEGIC TOURISM DEVELOPMENT OF LAPLAND : Case Study: Tour Operator’s appearance in social media
Hasan, Mohammad (2015)
Hasan, Mohammad
Centria-ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015061513425
https://urn.fi/URN:NBN:fi:amk-2015061513425
Tiivistelmä
The aim of this report was to investigate how the use of promotional activities can help to develop the tourism industry by giving special attention to the case of Finland. The goal for this research was to analyze the utilization of social media accepted by tour operators as a means of promotion.
This report was based on both theoretical and empirical point of view. Literature was used for the theoretical analysis. Information sources include articles, journals, and internet web page etc. In the empirical part, the qualitative research was conducted as textual analysis. The text analysis was completed based on four tour operators’ promotional activities on social media.
It was discovered that, promotional activities play an important role for the development of the tourism industry. Finland is very potential in its natural beauty. Every year large numbers of tourists visit this country and the number of tourists increasing day by day. But still it fails to meet the expectation. As the country lacks accessibility especially in the winter and Christmas season. Moreover, the country’s image is not well known globally. So to attract more potential tourists, Finland needs to launch more promotional activities. After text analysis the results also revealed that the utilization of social media by Finnish tour operators is not professional. They have little presence and interest in social media. As the social media is ‘two way communication channels’, the companies could enhance the promotional efforts through social media.
This report was based on both theoretical and empirical point of view. Literature was used for the theoretical analysis. Information sources include articles, journals, and internet web page etc. In the empirical part, the qualitative research was conducted as textual analysis. The text analysis was completed based on four tour operators’ promotional activities on social media.
It was discovered that, promotional activities play an important role for the development of the tourism industry. Finland is very potential in its natural beauty. Every year large numbers of tourists visit this country and the number of tourists increasing day by day. But still it fails to meet the expectation. As the country lacks accessibility especially in the winter and Christmas season. Moreover, the country’s image is not well known globally. So to attract more potential tourists, Finland needs to launch more promotional activities. After text analysis the results also revealed that the utilization of social media by Finnish tour operators is not professional. They have little presence and interest in social media. As the social media is ‘two way communication channels’, the companies could enhance the promotional efforts through social media.