Abstract
The article describes three case studies where marketing communication for
tourists and event visitors was studied. Two of the cases looked at the impact
of multiple senses and one case, the Linnanmäki amusement park case, looked at
the role of viral marketing when promoting a new event. In the Eckerö and
Linnanmäki cases the data was gathered by interviewing visitors. In the Helsinki
Expert case, the increase in sales was used as the indicator of the impact of
added sensory impact. The sale of tours was increased during the weeks, when a
smell was added in the tourist bus. The Linnanmäki case showed the importance of
personal recommendations in getting people informed about a new event and to get
them really to come there. Even though the use of Facebook did come up in the
interviews, it had no significant importance in increasing awareness or decision
making, whereas direct personal contacts were important.
Original language | English |
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Pages (from-to) | 167-184 |
Number of pages | 18 |
Journal | Tourismos |
Volume | 4 |
Issue number | 3 |
Publication status | Published - 2010 |
MoE publication type | A1 Journal article-refereed |
Keywords
- Multiple senses
- Marketing communication
- Tourism marketing