sivu 1

1
Jari Sarasvuo on tourism branding

• 28.8.2007
• Finnish Tourist Board

2
4Cs

• The four Cs form an interesting core, but shaping
  them into a vivid country brand requires many
  attention-grabbing tourism-associated acts
• Example Credibility could be demonstrated with a
  Find a crooked cab driver competition
• The acts cannot be unimportant, discussion must
  be aroused
• Excessive rationalisation should be avoided
  because country branding is a handicraft
• Decision-making cannot be overly democratic, this
  would only bog down the process
• Travel experiences exist in the tension between
  delights and memories
• Experiences become life
• The success of tourism branding is important
  because the travel industry will employ more
  people than manufacturing by the turn of this
  decade
• Travel industry professionals must put themselves
  in the shoes of travelnauts
• Travelnauts are tourists who express themselves
  through their way of life
• Regressivity and progressivity have clashed in
  the development of Finnish culture
• On the one hand, we cling to a bygone way of life
  like in novel The seven brothers by Aleksis Kivi
• On the other hand, our society has managed to
  distribute income fairly equitably
• Country branding must break from this
  regressivity and orient toward the future

3
What does this means for you?

• Competition will intensify in the travel industry
  
• More actors will enter the market, standards will
  rise
• A shortage of attention and credibility will
  develop
• Something surprising, diverse, relevant and
  arresting has to be done with tourism
• Success in country branding will require
• 1 A collective state of volition (not present at
  the moment)
• - Establishment of a virtual community would
  facilitate debate and progress
• 2 Service design marketing communications not
  sufficient
• Finland must become a major nation in services
• The episodes or phases encountered by the tourist
  must be designed
• Behavioural games must also be pondered how do
  different cultures interpret various matters
• Communication combines behavioural games and
  episodes
• Authenticity a competitive advantage for Finnish
  services
• We dont fawn for tips
• Jaakko Pöyry the Finnish pioneer in service
  design

4
(No Transcript)