Marketing Reform: The Role of Marketing Communication in (Re)shaping Tourist Perceptions of Rovaniemi

Abstract

Marketing communications play a key role in tourism development and in how tourist perceive the destination. Rovaniemi belongs to the Arctic tourism that is well-known for its unique nature, remote distance, cultural and authentic experiences. The marketing communications across all touchpoints require greater attention to ensure the destination identity is transparently delivered to prospective tourists so that the destination identity developed by marketers is aligned with the destination image formed by tourists and their expectations.

Using a qualitative research approach, this research explores the contemporary issues of marketing communication in Rovaniemi by evaluating its relevance in this changing global tourism market and examines the role of communications in turning current challenges into further growth through a potential marketing reform. The main research questions are how Rovaniemi tourism marketers present the destination identity through current marketing communications across media platforms, and the role of marketing communication in (re)shaping tourists’ perceptions of the destination. Data were collected through semi-structured interviews with ten tourism marketing professionals working in Rovaniemi and analysed using thematic analysis. The research contributes to the practical insights for destination marketers and the development of the destination through suggested marketing reform plans.