Arja Lemmetyinen

Destination network management: a conceptual analysis

Purpose – This paper aims to focus on managing networks within destinations, or destination network management. The purpose is to provide a conceptual definition of the term.Design/methodology/approach – Destinations are seen as networks, and networks are approached from a strategic perspective. Reviewing and drawing on the literature on destination management, tourism networks, strategic networks and strategic management the paper proposes a concept that could be of use in analyses of network management.Findings – It is suggested that managing is a value‐creating activity embedded within a network, and that there are two approaches to network management: strategic management and the coordination of cooperation among the actors involved.Research limitations/implications – The paper is conceptual in nature. The authors intend to test the developed hypothesis in empirical case studies in the near future.Originality/value – The paper contributes to the literature on destination management in proposing a nove...

Country image as a nation‐branding tool

Purpose – The purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are addressed, each of which contributes to the overall aim: What is the level of awareness about Finland among the respondents? How is the awareness constructed in terms of dimensions? Where does the image stem from (the source)?Design/methodology/approach – A survey was conducted among US, French and Swiss university students. Given the high number of respondents who had not visited Finland, the analysis focused on non‐visitors. Six hypotheses were formulated based on existing theory.Findings – Awareness is a key indicator of peoples knowledge about the existence of a country. Branding may be an elementary tool in enhancing awareness as well as altering or reinforcing stereotypical views. The results of this study bring out the cross‐cultural aspects.Research limitations/implications – Including the respondents’ sources of inform...

Co-creating a nation brand ''bottom up''

Purpose – The paper aims to apply the co‐creation paradigm to nation branding in order to analyze how the identity and image of a nation brand are inter‐twined in terms of levels and dimensions, respectively.Design/approach/methodology – This explorative study was conducted among 178 Finnish university students, who were asked to build a program for branding Finland. The students worked in small groups of two or three. In all, 75 reports were handed in, of which those (67) targeted at tourists were taken for analysis. The analysis was conducted in accordance with a model modified from Gnoth.Findings – Its image is a critical stimulus in motivating tourists to visit a destination. A nation brand is at the crossroads of three levels of identity and a fragmented set of images. The idea is to exploit the right fragments in line with the destination and the target groups.Research limitations/implications – The empirical analysis was based on data gathered from MBA students. The intention is to extend the sampl...

Cruise destination brand awareness as a moderator in motivation-satisfaction relation

Purpose The aim of this study is to examine cruise destination branding as a new resource for a region to promote an area as a differentiated cruise destination. The authors specifically study how the perceived brand awareness of a destination moderates the relation between cruisers’ motivation and destination satisfaction and word-of-mouth (WoM). Design/methodology/approach A statistical model was adapted from relevant literature and applied in the context of cruise destination branding. The model was tested by measuring Cronbach’s alpha coefficients and the fit of the model through confirmative factor analysis. Hierarchical regression analysis and moderated regression analysis were also conducted. The sample consisted of British cruisers (n = 182) visiting the city of Pori in Finland. Findings The findings suggest that factors that impel people to take cruises (social recognition, self-esteem, discovery, socialization, convenience and value) have a significant impact on satisfaction with the destination, whereas brand awareness is recognized as a moderator in the relation between social recognition and destination satisfaction and WoM. Research findings provide a framework to discuss and analyze the cruise tourism business in a holistic way. Whereas the earlier studies have focused on onboard experiences, in this study, the focus of attention is on the onshore experiences of the cruisers. Research limitations/implications The study is focused on one Baltic Sea cruise destination, the British Cruise Company and a limited segment of senior British passengers. Practical implications By measuring cruisers’ internal travel motives and their perceptions of the brand awareness of the port-of-call during the cruise, or the destination, the results offer destination marketing organizations valuable information to develop their offerings to meet the needs of future travelers and visitors. Originality/value The study contributes to the cruise destination literature by linking the perceived brand awareness of a destination to motivational factors of the tourist and further to destination satisfaction and WoM behavior specifically in the context of onshore experiences.

A value-creating framework for enhancing entrepreneurial learning in networks

Purpose - – The purpose of this paper is to conceptualize and outline the social infrastructure that nurtures and strengthens cooperation in business networks promoting cultural tourism and thereby facilitates entrepreneurial learning. The role of the higher-education (HE) provider is emphasized on different levels of the value-creating framework. Design/methodology/approach - – To explore and analyze the benefits of cooperation in business networks promoting cultural tourism as perceived by entrepreneurs, participants in the fields of both culture and tourism in two workshops were observed. From the information produced in the workshops, ethnographically oriented data were selected. Findings - – Benefits that inspired cooperation among the members of the tourism business network were identified, which were categorized as functional, relational and symbolic. On the functional level, the actors involved, the entrepreneurs, considered it important to have an opportunity to meet and discuss in a stimulating atmosphere. The role of the HE provider at this stage was that of a facilitator, in other words, to set the scene. On the level of relational cooperation it was more important to foster relations between the network actors, and the provider’s role changed to that of a matchmaker. On the symbolic level, it is essential that all parties of the cooperation work together to find new business solutions based on common values. At this stage, the role of the HE provider is that of a co-creator. Research limitations/implications - – As a case study, this research represents the local context of entrepreneurial cooperation in business networks promoting cultural tourism. Further study is needed to develop a framework that encompasses change in the traditional roles of the learning environment. Practical implications - – Teaching and training approaches derive from the contexts in which micro and small businesses and their networks learn. HE offers students a safe environment in which to experiment and innovate, thereby linking student academic work to “real-life” project performance. Originality/value - – Interaction/network theory is combined with the discussion on entrepreneurial learning.

Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding

This chapter discusses how a product brand can create leverage for a nation brand; that is, the country of origin of the product. Traditionally, countries have been considered to function as umbrella brands for product brands – for example, France for French perfume, Italy for Italian sports cars, and Japan for Japanese electronics. But can a product brand also boost recognition, exposure and credibility for a nation?

Revealing Possibilities for Co-Branding – Focusing on Finnish Higher Education of Creative Economy

Increasing competition for students, funding and support has made universities, MBA programs and other educational parties realize a growing need to market themselves to their key stakeholders as well as to differentiate themselves from their competitors, i.e. to brand themselves. Discourse about branding higher education has emerged in marketing literature during the last few years but is still rather scarce and fragmented. This paper contributes to yet limited higher education (HE) branding literature, the purpose being to explore co-branding possibilities of a Master’s degree program, its host city and an annual international cultural event arranged in the city. The qualitative empirical data covers both interviews with the employees of the program and other stakeholders, as well as a survey among the students of the program. The results suggest that educational programs and institutions could obtain differentiation and brand synergy from related city and festival brands through close cooperation and networking with surrounding stakeholders, i.e. co-branding. Moreover, the results show that even if the host city is not considered a strong brand itself, it is possible to benefit from the place brand ‘entity’. Close cooperation is favourable to the host city and the cultural event, as well as to the program.