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Visualising Inclusion: Diversity in Finnish DMOs’ Marketing Imagery

In: Information and Communication Technologies in Tourism 2025

Author

Listed:
  • Susanna Heinonen

    (University of Eastern Finland)

  • Johanna Heinonen

    (University of Eastern Finland
    LAB University of Applied Sciences)

Abstract

This study engages in the representation of diversity in marketing communications imagery by Finnish Destination Management Organizations (DMOs). Using a visual content analysis approach, the study dissects the presence and portrayal of gender, race and ethnicity, age, disabilities, and sexual orientation in imagery from the official websites of four Finnish DMOs. The findings bring to the forefront a significant underrepresentation of minority groups, with distinct variations between the DMOs in terms of diversity attributes. This paper underscores the pressing need for more inclusive marketing practices in destination marketing. Such practices are essential and urgent for promoting social sustainability and enhancing the competitiveness of tourism destinations.

Suggested Citation

  • Susanna Heinonen & Johanna Heinonen, 2025. "Visualising Inclusion: Diversity in Finnish DMOs’ Marketing Imagery," Springer Proceedings in Business and Economics, in: Lyndon Nixon & Aarni Tuomi & Peter O'Connor (ed.), Information and Communication Technologies in Tourism 2025, pages 337-348, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-83705-0_28
    DOI: 10.1007/978-3-031-83705-0_28
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