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A CASE STUDY OF FINLAND IN THE BRITISH MARKET
1 INTRODUCTION“The FTB has been engaged in promoting the country’s image for as long as it [FTB] has existed.”“We always had to consider the perspective. The perspective of the forest industry is somewhat different to that of the tourism industry, to that of Finnair, and to that of Invest in Finland”. “We approve that perception of the country, the country image, and its brand, are all one and the same”.“A new way of thinking is needed… and a new kind of knowledge”.“They [tour operators] did not know that the ‘Refreshing Journey’ campaign was on”.“The central and visible responsibility of profling should lie with frms, associa-tions, and with other non-governmental organisations.”The extracts are from my interviews with the management of the studied national tourism organisation

    INTRODUCTION ...................................................................................... 2
. Motivation for this study ..................................................................2
.2 Research problem ............................................................................ 4
.3 Purpose of the study ........................................................................ 5
.4 Key concepts of the study ................................................................ 20
.5 Positioning of the study ................................................................... 2
.6 The scientifc approach – abductive logic ........................................ 22
.7 How to read this dissertation – structure of the study ...................... 25
2    THEORETICAL FOUNDATIONS FOR BRANDING
      A COUNTRY AS A TOURISM DESTINATION ...................................... 26
2. Tourism destination as a context to study image and brands ............ 26
2.2 Conceptualising destination image formation and
         image building ................................................................................ 27
2.3 Destination identity concept ........................................................... 30
2.4 Different perspectives on branding discussion ................................. 38
2.5 Place branding and its sub-sector, destination branding ................... 4
2.6 Concluding remarks: image building as
a destination branding activity......................................................... 44
3    RESEARCH STRATEGY ............................................................................ 46
3. Intensive, single case study .............................................................. 46
3.2 Case description – introducing the context ..................................... 48
3.3 Data collection and methods of analysis .......................................... 49
3.3. Standardised personal interviews ........................................... 52
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