Developing Destination Experience and Digital Marketing in Co-creation Process – Case Cooperation of Ranua Municipality and Lapland University of Applied Sciences

Authors

  • Päivi Hanni-Vaara Lapland University of Applied Sciences, Multidimensional Tourism Institute
  • Outi Kähkönen Lapland University of Applied Sciences, Multidimensional Tourism Institute
  • Petra Paloniemi Lapland University of Applied Sciences, Multidimensional Tourism Institute

Keywords:

co-creation, tourism destination, education, destination experience, digital marketing

Abstract

This paper introduces a co-creation process of developing destination experience and digital marketing involving a peripheral tourism destination and an educational organisation in Finnish Lapland. The case discusses the concrete steps of a practical process where students with teachers co-create value related to destination experience and digital marketing with the representatives of a tourism destination. This helps the destination to recognise and highlight the most relevant features of the local culture for its tourism target groups and invite also customers to the value co-creation process. The key issues are tight interdependence among the co-creative partners, openness and trust.

Author Biographies

Päivi Hanni-Vaara, Lapland University of Applied Sciences, Multidimensional Tourism Institute

Päivi Hanni-Vaara is a senior lecturer at the Lapland University of Applied Sciences, Multidimensional Tourism Institute in Rovaniemi, Finland. Her main topics of teaching are Customer Insight and Marketing, Customer Experience and Event Management. She is doing her PhD related to Empathy in Digital Customer Service in Tourism.

Outi Kähkönen, Lapland University of Applied Sciences, Multidimensional Tourism Institute

Outi Kähkönen is a senior lecturer at the Lapland University of Applied Sciences, Multidimensional Tourism Institute in Rovaniemi, Finland. Her main topics of teaching are eTourism, Event Management, Academic Writing and Languages.

Petra Paloniemi, Lapland University of Applied Sciences, Multidimensional Tourism Institute

Petra Paloniemi is a senior lecturer at the Lapland University of Applied Sciences, Multidimensional Tourism Institute in Rovaniemi, Finland. Her main topics of teaching are Tourism, Marketing, Digital Marketing and Experience Design. She is doing her PhD related to Sharing Economy in Tourism.

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Published

2019-12-07

How to Cite

Hanni-Vaara, P., Kähkönen, O. and Paloniemi, P. (2019) “Developing Destination Experience and Digital Marketing in Co-creation Process – Case Cooperation of Ranua Municipality and Lapland University of Applied Sciences”, e-Review of Tourism Research, 17(2). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/512 (Accessed: 16 April 2024).

Issue

Vol. 17 No. 2 (2019)

Section

Late Breaking Results

License

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