Destination image formation in ecotourism: the case of Finnish National parks

Abstract

The focus of current paper is on destination image in the context of ecotourism. The goal is to study destination image of Finland at different stages of image formation process and to compare the obtained images. The research is a qualitative study, which is based on content analysis of user-generated content as well as on 20 in-depth interviews with both experienced and inexperienced Russian nature travelers. Initial literature review allowed identifying destination image attributes which are extracted in further empirical part. The findings reveal certain divergence in pre- and post- trip images. Based on which the author provides recommendations for destination marketers. As the research is highly qualitative, in order to validate the results, further quantitative studies are suggested.