Nature versus Santa Claus: what makes Finland attractive?

Destination Marketing Strategy Finland

In the first module we had to develop a marketing strategy for a country of our choice, based on two target markets: one traditional and one new, attractive target market. This has been done, with special focus on context and trends of both the country and the two chosen target markets. For a short summary about the project we carried out for the first module of the master Tourism Destination Management, see below!

Summary

This study aimed at formulating a marketing strategy for the tourism destination Finland in regard to its two main target groups, namely the nature-based tourists from Sweden as the traditional, already established market and Japanese solo travelers as the new attractive market. After Russia, Sweden is the largest market for inbound tourism in Finland. Moreover, according to the tourism products Finland has to offer, nature- based tourism is one of the most suitable target groups for this country. Because the Swedes have a high preference for nature-based tourism, whereas more than 73% of the Swedes can be deIined as nature-based tourists, (Chen et. al, 2013) this target market is deIined as the most valuable classic target market.

Japanese solo-travelers are identiIied as the new attractive target market for Finland as the Asian travel market is growing rapidly (TripAdvisor, 2016) and regarding Finland more and more Japanese tourists are counted as inbound tourism. Furthermore, solo-travel is indicated as one of the fastest growing segments, which is caused by shifts in social structures and lifestyles (Laesser et. al, 2009). Also among Asian tourists solo travel is gaining recognition and according to a recent study carried out by TripAdvisor, 25% of the Asian travelers indicated their wish for this ‘new’ kind of travel (TripAdvisor, 2016).

In order to determine whether the target markets are suitable for the chosen country, the context and trends were analyzed that affect both the target markets and the destination.

On the one hand, there is Sweden and Finland that share a common history and some similarities concerning the language, mentality, geographic location, etc., which leads to a marketing plan that aims at promoting nature and related activities. On the other hand, regarding Japanese tourists Finland focuses more on promoting the Northern lights, reindeers, Santa Clause Village, etc. as typical Finish characteristics and landmarks. The reason to market these attributes rather to Asians than to the Swedes is the fact that Asians are not accustomed with them like Scandinavians that share some or have experiences them already.

Furthermore, trends like globalization enhance accessibility of far-away destinations like Finland for the Japanese. Demographic growth and urbanization are considered as push factors for Japanese to leave the crowded city and go on a solo trip to Finland for instance. Also increasing individualism has an effect on this movement. Lastly, global warming as a mega-trend inIluences the need for sustainability that has to be taken into consideration by all three parties.

In conclusion, this study researched the possible marketing potential for two countries going to Finland that could not be more diverse. However, the outcome shows the complementation rather than the invasion or overlap of Swedish and Japanese tourists that are both nature interested but with different special interests. In the end, the special focus has to be laid on the implementation and promotion of sustainable methods in the destination Finland to attract both target markets successfully and on long-term.

Targeting Swedish nature based tourists vs. Japanese solo travellers

References

Chen, J. S., Prebensen, N. K., Chen, Y.-L., & Hyangmi, K. (2013). Revelation of nature-minded travelers: a study of the Swedish. In Tourism Analysis (pp. 651-661). USA, Norway: Indiana University, Tromso Unversity Business School.

Laesser, C., Baeritelli, P., & Bieger, T. (2009). Solo travel: Explorative insights from a mature market (Switzerland). In Journal of Vacation Marketing (pp. 217-227).

TripAdvisor. (2016). New Insights on Today’s Asian Travelers. Retrieved on September 23, 2016, from TripAdvisor: https://www.tripadvisor.com/TripAdvisorInsights/n2680/new-insights-todays-asian-travelers