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From Familiarity Tours to Media Representations: Finland in the British Press

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Tourism destinations are facing increasing challenges in the competition with numerous other places with similar attractions. Multiple promotional tools are used to create favorable destination images, familiarize international audiences with the tourist destination, and differentiate destinations from the competitors. In extensively studied tourists' image formation processes, noncommercial forms of media are almost invariably the most important travel information source, especially for unfamiliar destinations. Despite the media's importance, publicity management of destinations has been an overlooked topic in academic literature. This article aims to fill that gap by exploring the media work practices of the Finnish Tourist Board (FTB) in the British market. The itineraries of familiarity tours for British journalists are considered in the present study to express a desirable image that the FTB wishes to communicate. By comparing these itineraries with representations in the press, it was found that itineraries are influential, though the final word is that of the journalist.


Document Type: Research Article


Publication date: 2009-03-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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