Two Ways for Territorial Brand Promotion in Tourism Comparative Discourse Analysis: Lapland vs. Kuusamo and of South Tyrol vs. Italy

Abstract

This study focuses on the similarities and the differences of territorial brands and identities of two territorial case study examples which have cultures "in-between": Lapland and Kuusamo in Finland, and South Tyrol in Italy. Territorial brand and identity are popular and important themes generally in social sciences but less applied to tourism research. However, identity and brand have a significant role in the demand for goods and services of tourism. Stakeholders are important actors in territorial brand promotion. Therefore, also the public opinion and attitudes of tourists and "the common man" about territorial brand are of great importance. This study analyses, in this comparative case study, territorial brand identity in the context of tourism by using qualitative methods and especially discourse analysis on websites reflecting the general opinion of public about territorial brand. The results reveal different nuances and meanings of territorial brand in tourism. Two different emergent branding strategies have been noticed for tourism areas. On the one hand, in the case of Lapland and Kuusamo, hanging on to regional boundaries can restrict cooperation and slow down progress in tourism and regional development. On the other hand, in the case of South Tyrol, multicultural identity and features can be a source for attraction in the tourism business. This study, with its findings, encourages to study territorial identity in the tourism business and to launch a qualitative approach for this theme.