Marketing of Finnish eco-resorts

Abstract

Ecotourism is nature-based and much more exacting than other tourism forms. The four central groups of actors involved in tourism have to cooperate and submit to the principles of stistaittability. The tourism industry has to take advantage of the latest technology and implement a green management policy, the authorities have to support a sustainable development, inhabitants in the host country have to understand their role in the tourism business, and tourists must be willing to follow the rules stipulated. No generally accepted definition of ecotourism has been presented and the Finnish Tourist Board suggests that the concept of ecotourism should not be used in marketing, but instead sustainable tourism. Finland has the possibility of being among the best countries supporting sustainable nature-based tourism, even a potential to develop ecotourism. Development, however, seems to be too Slow from a marketing point of view. The international competition is stiff and it is suggested that special eco-resorts with a distinct image should be developed. To counterbalance the backlash of being small companies with low profit margins, Finnish tourist companies should increase collaboration, create networks and invest in relationship marketing.