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International Destination Branding and Marketing

Finland is a small but a unique country and there are full of cultures and natural resources. Compared to other countries, their tourism marketing targets are not massive but more specific. For instance, If I ask someone about Finland, he or she would answer this question differently. Sophisticated Finnish Design? (ARABIA, Marimekko? Ittala?),Home town of Santa Clause?, NOKIA?,Snow sports?,Sibelius?, Aurora?, Sauna?, High standard of Education?or Moomin world? Those attractions are not fit for all travelers but Finnish CVBs already know who their targets are.

If you are not traveling person, you might think of the location of this country in the world. There are several direct flights operated by national flagship career from some other countries. Personally, I want them to keep their capacity of tourists therefore they could keep relaxing atmosphere of the city and their precious natural resources. I visited this country after busiest season of my work. During my stay in Finland, I completely recovered from my fatigue and fell in love with this country! I was the person exactly in their target markets.

As the branding concept, Finland is not something for everyone but something special. That’s true but not. I mean, Who does not fall in love with this country once you visit?

Visit Finland

(Visit Finland: visitfinland.com)

“Visit Finland is an integral part of Finpro, a registered association almost 100 per cent funded by the Finnish Government.The aim is to help companies attract foreign investments to Finland, become more international in their line of work and promote Finland as an attractive tourist destination to a world-wide audience.”

Identity

Visit Finland identify four characteristics of Finland such as Creative, Contrasts, Credible and Cool. These characteristics exactly describe what Finland is and are used consistently for its branding.

Creative

    The unique cultural and natural surroundings have inspired Finns to     compose music, create design and develop unique technical innovations.

Contrasts

    Finland is full of interesting contrasts – the four seasons, the midnight     sun and the winter night, city and countryside, East and West. You name     it.

Credible

    Traffic, service, safety, technology – everything runs like clockwork.

Cool

    People, lifestyle, climate – all are one of a kind.

Marketing Themes

(Visit Finland: visitfinland.com)

The following tourism themes have been developed on the basis of Visit Finland’s core values:

·Silence, please presents Finland as a counterpart to the hectic, ever-accelerating rhythm of daily life. Finland offers peace and quiet, and space to breathe, even in the heart of the city. Here, visitors can take things easy, stay at a cottage, enjoy a sauna, and explore an untouched natural environment.

·Wild & Free displays the opportunities that the Finnish nature offers for spectacular nature activities such as snowmobile and dog-sled safaris, island hopping by boat, canoeing in the archipelago, or even a snowball fight in the city.

·Cultural beat stands for the uniqueness of Finnish culture and the global phenomena it evokes, such as Finnish design, Father Christmas, heavy metal and delicious natural produce.

Slogan

“I wish I was in Finland”

Finland is different from other destinations in many ways. They compared some pros and cons to other countries. Their Brand Book contains a lot of visual images and they represents what Finland is. There are not man made beach resort but natural beaches for relaxing. If travelers in busiest travel resorts notice that they do not want man-made attractions any more, that slogan would exactly represent their feeling.

“ In the travel market, Finland is a challenger. Like Apple in the computer business, the VW Beetle in cars, or Virgin in airlines. As such we have the responsibility to act like one. To break the conventions and be brave.”

Brand Book

http://static1.visitfinland.com/travel-trade/wp-content/uploads/sites/9/2015/04/VisitFinland_Brand_Book_175x220_LR_9559.pdf

Target Markets

Outside Finland Visit Finland is represented in the following key target countries: China, France, Germany, Great Britain, Italy, Japan, Netherlands, Russia and USA.

Their Key Target Markets are where the direct flights are operated by national career, Finnair. They focus on their targets country as one of the stopover destinations.

Target Groups

The main target group of Finland consists of people who have travelled a lot and are seeking new, fresh options. Instead of pleasing everyone, we are targeting the marketing activities to people whose set of values matches travelling to Finland. We call this group as “Modern Humanists”. They appreciate quality of life, pure nature and responsibility. That is exactly what Finland offers.

 Social Media Channels

 Finnish tourism organization covers all types of media channels that we access as usual. We can find their sophisticated image photos and simplified messages. Their promotion visual and tone manners are based on their 4Cs and core values and they do not exceed core values of marketing plans.

You Tube - 10k subscribers  https://youtu.be/O2tinqjEfqw

Instagram -192k followers https://www.instagram.com/ourfinland/

Facebook - 458,981 people like https://www.facebook.com/visitfinland

Twitter -50.5k followers https://twitter.com/OurFinland

( https://www.instagram.com/ourfinland/ )

In my opinion, their promotion is only for specific target markets who loves nature therefore probably it’s hard to get a number of new visitors and we need to search more details about the destination voluntarily to reach those information. Finland is a place for the young who starts new business. The other characteristics of the destination would attract other visitors and promote the destination.    

Speaking of other destination, Iceland is one of the popular destination for stopover and adventure lovers.

“As of 2015 the number of foreign visitors has exceeded 1 Million, and tourism is responsible for a share of nearly 30 percent of the country's export revenue. As a result, tourism has leapfrogged industrial products as the country’s most valuable source of currency income.”

“In recent years Iceland has enjoyed greater exposure from increased attention in the international media than ever before. Events such as a volcanic eruption in Europe's biggest glacier, Vatnajökull and recently in Eyjafjallajökull, countless triumphs of pop-artists like Björk, Sigur Rós and Of  Monsters and Men, have all attracted media attention to Iceland in recent years.”

Marketing Themes

“Iceland It’s not for everyone. It’s not for those who go where everyone else goes. It’s not for the conservative and expected traveler. It’s for those who travel the world to experience something different, to come back with stories to tell and secrets to share. The stories of Iceland don’t stop as winter comes. Every season, and in every region, Iceland offers secrets to the adventurous and enlightened traveler.

So welcome! To all those who travel with the spirit of adventure, exploring and creativity. It may not be the first place you think of travelling to this season, but it’ll be the first place you tell your friends about. Come and be inspired by Iceland”

Target Markets

Their target markets have specific characteristics. As a stopover destination from North America and Europe, they focus on visitors from high standard living countries. Prices are extremely high in Iceland so that targets would be limited.

The “Enlightened tourist”

Between 20 and 65 years old

•Urban profile

•Above average education

•Above average income

•Above average consumpiton of internet, mobiles and media

People that do not want to follow the herd

•Want to travel independently

•Interest in culture, ideas and lifestyle of other people.

People that want to travel to new and exciting destinations

•Want to go on vacation during winter time

•Are open to new experiences

•Seek new challenges

•Are ready to share their experience with others

Social Media Channels

They also cover all popular media channels.

You Tube - 5,862 subscribers https://youtu.be/z8TUcWYDxjk

Instagram -70.9k followers https://www.instagram.com/inspiredbyiceland/

Facebook - 191,170  people like https://www.facebook.com/inspiredbyiceland

Twitter-42.1k followers https://twitter.com/icelandinspired

Tumbler http://inspiredbyiceland.tumblr.com/

As one of their campaign, they created “Iceland Academy” it’s not only to attract visitors but also suggest manners and rules how visitors should behave in Iceland. They use actual person who is in charge of each areas. It makes us feel friendly and closer to the destination.

Compared to two destinations, their attitudes are a bit different.  Iceland promotion is more active and more specific than Finland. Official web sight of Finland has a lot of great images and wonderful leads that stands for Finnish Designs and concept of the country but if we need specific information it takes a  time to find it out.

References

Visit Finland

http://www.visitfinland.com/

Visit Iceland

http://www.visiticeland.com/

Íslandsstofa -Promote Iceland

http://www.islandsstofa.is

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Sustainability in Tourism / Community Art

Echigo-Tsumari Art Field is in Niigata prefecture which is middle west part of Japan. This area is famous for heavy snowfall in winter and production of high-quality rice. There are scenic paddy fields ,and its cultures are still existing while progressive depopulation as other rural areas in Japan.

One of the largest art festivals in the world” Echigo-Tsumari Triennale” is held every three years there since 2000. This big event brings economic, environmental and social impacts on the local communities. Depopulation and aging in local communities are emerging problem in Japan therefore new types of tourism attraction plays important role to contribute a sustainability of local community. 

“The Triennale provides an opportunity to present projects and initiatives developed in the Echigo-Tsumari Art Field. These projects aim to reveal existing assets of the region using art as a catalyst, rediscover their values, communicate these to the world and find a way to revitalize the region. The Triennale has been held for five times since 2000 and the preparation for the 2015 event is underway.”

Local to the world

Artists who are from other countries need supports from local communities to complete their art projects. At the beginning of the project, the local people hesitate to participate in the project but gradually they got to understand the concept of arts because artworks keep the concept of the festival “humans are part of nature” so that both artists and the residents respect each other and the nature of the areas. Moreover, a lot of students from urban areas also participate in the projects as a volunteer. And not only inside of Japan but also cultural organization of different countries and students from other countries have participated in the Echigo-Tsumari art triennale and an exchange project has continued to this day.

That cooperation made the events and areas more attractive and strengthen the relationships between local communities and people from outside of the areas.

Conservation of the areas

Nowadays the local people play a major role in the events. At first, the local against art projects because all fields are their home as well as their living space. Sometimes tourism development ruin local community and it’s hard to understand the meaning of arts concept for the people who are not familiar with arts especially modern art pieces are. However some of artworks are created by a collaboration of artists and the local, and the artworks become a public relaxing space for the local people.  

  There are a few availability of public transportation in the area, and one-day bus Tours are operated by local public transportation company. We also can rent a car but roads are narrow and there is not enough space for parking near the art pieces thus an inconvenience and a limitation of the transportation would limit the number of visitors per day. In my opinion, that limitation is effective to prevent physical impacts and air pollution. Visitors do not need to complete all of artworks at once so that they can be a repeaters.

The Art Festival is supported by many people and exists through co-operation. such as private sectors,volunteers,non profitable organizations and membership programs.

http://www.echigo-tsumari.jp/eng/activity/support_system

“NPO Echigo-Tsumari Satoyama Co-operataive Organization was established in 2008 in order to maintain and run artowrks and projects created from festivals to re-build the region. We foster network of people in different background, generations and genre through festival and pass on such network to future. Our goal is 1) locals live happily, 2) More places to work in the region, and 3) Become a region where people with different set of values can exsit. ”

When I visited Echigo-Tsumari Art field, I got refreshed in fresh air and all hospitality of local people. I spent a wonderful time during staying scenic an accommodation where is used to be a school. it seemed like a hostel but very neat and clean. There are no shower facilities in this accommodation but the accommodation staff takes us to a hot spring facilities by bus. And I enjoyed awesome view from the terrace with healthy breakfast which is made with local fresh vegetables and famous fresh-cooked rice. The atmosphere of the accommodation reminds me memories of my school-days and the hospitality of local staff is different from other commercial resorts. I felt like coming back to my grandparents house or my relatives house.

I would love to visit there again. All meals are amazingly delicious ( and Sake is also famous because of high quality of rice and clear water! ) . Every year they are working on new projects and challenging new ideas to maintain art attractions. I hope they would never lose their beautiful landscapes and the way of hospitality.

Reference

Echigo-Tsumari Art Field

http://www.echigo-tsumari.jp/eng/

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Genbi-Shinkansen The World Fastest Art Gallery

Transportation innovation for traveling

Shinkansen is a world-famous bullet train in Japan. Shinkansen connects major cities in Japan and recently the rail way was extended to Hokkaido which is the northernmost prefecture of japan so that we can travel from Hokkaido to Kyusyu by that high-speed train for now. Shinkansen is not only for leisure travelers but also important transportation for business commuters and travelers. Each major station is close to business meeting venues and the atmosphere in the train is suitable to do some work. Boarding Shinkansen is extremely comfortable. The pitch of the seat is wider and less noise than other trains in Japan. Furthermore, the punctuality and the safety of the train also attracts passengers.  

 But if we consider about the price of the ticket, air transportation, especially LCC careers would be a cheaper and faster way to get to a distant destination. New types of Shinkansen would help to get new passengers and attract travelers who are looking for new boarding experiences.  

 Genbi-Shinkansen which means Modern Art Shinkansen is called “The World Fastest Art Gallery”. Genbi-Shinkasnen runs on Joetsu Shinkansen line between Echigo-Yuzawa and Niigata. These areas are famous for ski resort and Echigo-Tsumari art field where an international modern art festival is held once every three years. Genbi-Shinkansen is operated only on weekend, holiday and peak period. Each car has different art works and designed seats, and we can taste local foods at the café space on the train. The train has kids play space and kids can enjoy part of art works of the train.

I love Shinkansen travel as well as other local trains in Japan, the seat is comfortable to sit and inside of the train is clean and quiet. But sometimes I feel that train is too fast to enjoy scenery from the train window and nothing to do. So normally I just sleep during boarding. When I found the information about Genbi-Shinkansen, I was so excited because the selection of the art works and one of the artist is my favorite person. 

Also I love Niigata areas as one of travel destination where the famous region for the production of rice. Which means that the place of clear water supply. It makes every farm products tastes better and nourishing. I definitely recommend you to try local products there.  

Reference  and All photos are from

 Genbi-Shinkansen JR East

http://www.jreast.co.jp/genbi/

 Genbi-Shinkansen

http://jprail.com/trains/sort-by-type/cruising-train/the-world-fastest-art-gallery-genbi-shinkansen.html

 Echigo-Tsumari Art Field

http://www.echigo-tsumari.jp/eng/

 Shinkansen

http://www.japan-guide.com/e/e2018.html

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(via https://www.youtube.com/watch?v=3LGBlZHfIBc)

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Ghost Restaurant

“Ghost” restaurant is a new concept of take-out restaurants. Why “Ghost”? Because this restaurant has no sitting space for eating meals but only a kitchen. The customers of the restaurants can get their meals from delivery staffs or a pick-up point and the customers do not know where the kitchen is and who made their meals as if the ghost made meals.  

 We normally do not expect high quality foods on Take-out restaurants so much. Convenience is the main reason why we get our meals at that restaurants and affordable price as well. Sometimes we do not feel like eating out and we just order pizza delivery. But, don’t you regret your choice? I do! It’s just a pizza but maybe we could have another choice.  

If we can get high quality meals with inexpensive prices and can use a quick and easy ordering system?

Ghost Restaurant Business

Can focus on the quality of the menu without concerns of the restaurant’ location

“In a phone interview, Peter Schatzberg, Green Summit’s cofounder, says that a restaurant like Chipotle or Pret A Manger has to dedicate 75% of their space to seating, while 90% of their customers just grab and go. By comparison, a company such as Schatzberg’s can open inside a kitchen with as little as 200 square feet of space and operate a viable restaurant business with a minimal footprint.”

   Easy to follow the trend and switch their menu to use ingredients of existing menu

“There’s a lot of cross-utilization because at some point the universe of ingredients becomes finite,” Schatzberg says. For instance, when poke, a Hawaiian fish salad, became popular, he says Green Summit could jump on the trend because most of the ingredients were already in house for an existing sushi concept. “You don’t have to source new ingredients; you just train staff to cut fish differently or prep rice differently,” he says. “That ability to maneuver and build new brands is exponentially easier on a cost basis.”

 much the price and the market easily 

“Good Uncle sells these meals at college student-friendly price points that range from $7 to $16 per item. And because customers pick up their food at a central pickup point, they pay no delivery fee.”

The concept of that restaurant is attractive for its convenience and quality. Especially in the busiest city such as NY, the people are always busy and have not enough time to stay in the restaurants. New ordering technology helps us to get an opportunity to reach the delicious meals at the restaurants and to enjoy the meals at home. On the other hand, I personally can’t trust online ordering system because the providers never see customers faces while eating. How they could know our needs and how improve their services? Online review doesn’t cover all our real opinions. Communication is the most important thing to improve customer services and create new menu as well.     

References-

All photos are from:

https://www.fastcompany.com/3064075/hold-the-storefront-how-delivery-only-ghost-restaurants-are-changing-take-out

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(via https://www.youtube.com/watch?v=nlA1aSvLLRA)

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Sorry culture

Cultural difference Cultural etiquette issues in a culture

  When I went shopping to buy some clothes in London that was my first solo travel abroad, I tried on some clothes at a fitting room. After that, when I returned them to a shop staff, I said “sorry” to her unconsciously. And immediately she gave me a strange look. I noticed how she looked at me, but I did not know what am I supposed to say to her. I wondered “What was wrong?” and “How should I behave here?”  If you are not Japanese, you might think “why did she say sorry to the staff even though she did nothing wrong?”

 The answer is clear. Japanese people use the term “SU-MI-MA-SE-N” so often.

The term of “SU-MI-MA-SE-N” has several meanings, such as “Excuse me” and “Sorry” So that sometimes Japanese people confused the meaning of two words in English.

If I’m going to interrupt or bother someone, I would say “Sorry” instead of “Excuse me”.

 In general, Japanese people are called that the people who apologies too much, but actually they do not intend to do that. Saying “SU-MI-MA-SE-N” is a kind of manner and we’ve already gotten used to do it.

The term “SU-MI-MA-SE-N” also has a meaning of “Thank you”. For Japanese people, “Thank you” and “Sorry” is very close expression. For instance, if someone help me to carry heavy baggage, I might say “sorry” but it actually means “thank you”. And in High context culture society, “sorry” is not just sorry. The one term hiding more sentences: “thank you for helping me but sorry for bothering you”

 Any ways …. So I wanted to say just “thank you” to the shop staff. If you are from a society of low context culture, It’s really hard to understand what we actually want to say. Even for me, as a person who is from a same society, it’s hard to guess someone’s feeling. Moreover, sometimes that situation annoying me! Both in our personal life and in the Business situation, it happens a lot. So it’s better to be an active listener to avoid misunderstanding.

On the other hand, I heard a bunch of “sorry” when we barge into a person on the train in Canada or the subway in UK. Surprisingly I rarely hear “sorry” under the same situation in Japan. Especially in the busiest city of Japan, people are concentrate on their own tasks and the others around them seems like becoming invisible. I’m really sorry to see that bad habits and attitudes.

We shouldn’t judge the people if you do not really understand their cultures. Stereotype is just only a stereotype. We never know what we think or feel if we do not talk each other.

(459 words)

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(via https://www.youtube.com/watch?v=ukFNwzMgThM)

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(via https://www.youtube.com/watch?v=1nIxZEWWtcU)

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I don’t like Kamaboko texture tough, I love fishcake !

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Yakushima island (屋久島）: Ancient mystic Forest in Japan

Have you ever seen one of the famous Japanese animation movies “Princess Mononoke” (directed by  Hayao Miyazaki and produced by Studio Ghibli ,well known as “Spirited Away“ )? If so, you may know where this place is.

Do you want to feel spirits of the forest? (the story of the movie is connected to Japanese native religion Shintoism and animism) If you want, you should visit this place! There are primary forests areas in Yakushima.

Why Yakushima is so special?

Yakushima island was designated a UNESCO world heritage site in1993. There are 46 mountain peaks over 1000 meters high in this small island and it’s called “Alps in the ocean”. The geographical future of the island cause a variety of climates and its unique ecosystem. It rain 35days a month in the island and this rainfall creates misty atmosphere of the forests.

There are 1500 kinds of natural plants (which covers over 70% flora of Japan) and over 50 kinds of endemic flowers, hundreds of rare bryophyta and trees in Yakushima. so that it’s called “Galapagos islands of Japan”.

Yakushika : 

The most popular attraction in Yakushima is Yakusugi (Ancient Japanese cedar trees). one of them, it’s called  Jomonsugi , is estimated 2000 to 7200 years old.

Yayoisugi :

What can be experienced in Yakushima?

Trekking 

There are several trekking courses in Yakushima.

http://japan-magazine.jnto.go.jp/en/1503_yakushima.html

Enjoy Hot springs!

http://www.yesyakushima.com/yakushima-activities/yakushima-onsen-hot-springs/

River Kayaking

http://beauty-of-japan.com/tour/river-kayaking-yakushima/

Meet Turtle!

http://www.yesyakushima.com/yakushima-turtle-watching/

Location and Access

Yakushima is located in southern coast of Japan. There is no direct flight connection from outside of Japan.

To access Yakushima Island, fly directly to Yakushima Airport when coming from Osaka and Fukuoka. When coming from other areas, go to Kagoshima by airplane or Shinkansen and then change to an airplane or a high speed ship or a ferry. When using a ship or ferry, please keep in mind the following: it takes about 55 minutes by bus from Kagoshima Airport to the boarding site of the ship or ferry, the schedule changes depending on the season, the ship or ferry will be cancelled in case of bad weather, and you need to confirm the destination as there are 2 boarding sites of the high speed ship in Yakushima Island.

JNTO Practical Travel Guide (PDF)

JAL

Tane Yaku Jetfoil (Japanese)

Ferry Yakushima 2 (Japanese)

http://japan-magazine.jnto.go.jp/en/1503_yakushima.html

Travel tips : maintain its unique nature

Please also remember that most of the trekking area is UNESCO protected land and there are rules and regulations in place to protect it:

Always consider the plant and wildlife

Whatever you bring into the area, make sure to take it all back out with you at the end of the trek.  Bring extra plastic bags for waste etc

Do not use the rivers and streams as toilets, and use the water with respect ie. do not pollute with detergent.  Toilets are few and far between, so always make use of a toilet at the beginning of a trail head or at the mountain huts.  Special (green) toilet bags are available at various outlets around the island should you find yourself in a place that has no toilet.

No open fires.  Bring camping stove equipment with you and only use designated camping areas.

Do not feed the wildlife; notably the deer and monkeys.  Once these animals have a taste for 'human' food then the local farmers suffer terribly as crops are destroyed and whatever you are giving the animals is unlikely to be good for them. This is a big issue on the island.

Please donate 500 yen to the Yakushima Mountain Protection group.  This money is largely used for sewage collection from the mountain hut toilets.

Stay on the designated paths and trails.  Many of the plants have a fragile existence and treading on them doesn't help. http://www.yesyakushima.com/yakushima-activities/yakushima-mountain-hiking/

When I watched “Princess Mononoke” for the first time, I thought the location of this movie did not exist in Japan. I was a little, and I did not notice that the story was connected to our cultures and customs. It is an ancient time story of an imaginary forest. Actually,that’s a fiction but the forest is not just a creation. Now, I know how important it is. As a Japanese, we’re unconsciously believing invisible spirits in the nature. In general, the Japanese are not religious people. But I realize that we believe a lot of myth, and that influence our social behavior as a Japanese.    

References

http://www.japan-guide.com/e/e4650.html

http://japan-magazine.jnto.go.jp/en/1503_yakushima.html

https://www.insidejapantours.com/japanese-destinations/yakushima/

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Airbnb for Travel lovers  

Nowadays, the people who has a desire to travel around the world are seeking for new unusual experiences. They are not looking for fancy hotels and a tour which is well known by everyone and listed on “Trip Adviser”. If you have friends or someone who lives in where you want to go, you can feel free to visit them. Besides, they would give you some suggestions what you MUST TRY TO DO there. Unfortunately, we normally don’t have friends all over the world, so we’d better to use a new technology.

Host &Guest

 “Airbnb” is not just a tool for finding accommodations but also a communication tool for travel lovers. We, as a guest, can send a request to a host who has an attractive accommodation, and the host also can choose their guest as well. A host and a guest, both of them can review each other and it helps them to know who they are. That’s not the way we get used to so far, and of course, it does not ensure our safety. We must be careful and protect ourselves as a traveler.

7 Airbnb Problems and How to Solve Them

Superhost

If you can meet a good host, she/he could be a good trip adviser and a nice friend. Moreover, your trip would be an unforgettable experience. You can stay as a local resident at your destination. But not all of hosts are friendly, and some of them do not expect to communicate with their guests so much because it’s just a part of their business. Here’s the easiest way to find your ideal host.

Could I again be duped with false promises? How could I trust an Airbnb listing, beyond reading the reviews, which in my late-night fog I was also beginning to find suspect?

The next morning, my savvy teen daughter gave me the answer. “You’re only considering superhosts, right?” she asked. Oh, so that’s what the little badge icon by the photos of some hosts indicates: These are experienced hosts whose rentals garner consistently rave reviews, and who offer “extraordinary experiences for their guests,” according to the Airbnb site.

Turns out you can filter Airbnb searches to see listings from superhosts only. That helped calm my nerves.

The Superhost: An easy way to simplify your Airbnb search

Overall

Airbnb provides not only booking accommodation services now. This service platform also provides local city tours and some activities (Yoga,Cycling,Art,Cooking etc). Those tours are close to local communities. The guides of those tours are not professional guides and they have very unique backgrounds. That’s amazing! We can be a host of our guests from all over the world. But nobody knows the future of Airbnb.The more services expand, the more troubles might happen. I hope that they will keep providing services from travel lovers’ viewpoint.