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The Role Of Tourism Marketing In The Strategic Development Of The Town Of Rovaniemi

Author

Listed:
  • Ruxandra Irina POPESCU
  • Razvan-Andrei CORBOS

    (Academy of Economic Studies, Bucharest)

Abstract

In a small town from Lapland, near the Arctic Circle, lives the most beloved character that each of the children, smaller or larger, is waiting for him to bring gifts on the 25th of December. Santa Clause has set up his headquarters in Rovaniemi, in the north of Finland, the country’s most northern point that can be reached by train. It is the capital of the Lapland Provence and of the Rovaniemi region. Annually, Rovaniemi is visited by approximately 500.000 tourists; the city is not only the gate to Lapland, but also one of the top tourism destinations in the Arctic Circle area. Because of its weak provincial economy based mainly on the exploitation of natural resources (forest, agricultural and hydropower), the economic and social vitality of the Rovaniemi Provence is linked to tourism more than any other region in Finland. These represent the results of the tourism marketing strategy implemented by the town for its development. This paper presents the strategy’s main coordinates and its main results, and analysis the vectors which led to the town’s strategic development, materialized in sustainable competitive advantages.

Suggested Citation

  • Ruxandra Irina POPESCU & Razvan-Andrei CORBOS, 2010. "The Role Of Tourism Marketing In The Strategic Development Of The Town Of Rovaniemi," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 273-286, November.
    • Handle: RePEc:aio:manmar:v:viii:y:2010:i:2:p:273-286
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    Cited by:

    1. Mihaela PÃCE?ILÃ, 2013. "Renewable Energy Policy In The Western Balkans: Albania, Bosnia Herzegovina, Kosovo And Serbia," Proceedings of Administration and Public Management International Conference, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 9(1), pages 253-267, June.

    More about this item

    Keywords

    city; marketing strategy; tourism; strategic objectives; strategic development; competitive advantage;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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