Analyzing the online promotion of a tourist destination: the case of Saariselka

Abstract

Promoting a tourist destination online becomes increasingly popular due to the high rate of internet usage by tourists from all over the world. This paper analyzes the online image of a northern Finnish resort, Saariselkä. For this purpose, data was gathered from the official website, search engines, social media and the mobile application. The main findings of the analysis allow us to draw some major conclusions concerning the online communication plan of Saariselkä. This also reveals flaws, which may hinder it attracting more potential tourists. Firstly, Saariselkä needs a unitary image on all communication channels. Secondly, a competitive advantage has to be indicated and promoted accordingly. Thirdly, online visibility of the destination has to increase.