Food Tourism Promotion of Norway - Unique, Weird and Wonderful
Iancu Iancu, Jesica (2022)
Iancu Iancu, Jesica
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053013084
https://urn.fi/URN:NBN:fi:amk-2022053013084
Tiivistelmä
The commissioner of this thesis is Hungry for Finland project, which coordinates food tourism development in Finland. This research-type thesis helps Hungry for Finland to learn more about how other Nordic country does its’ food promotion and may widen the possibilities to a future collaboration between these two countries.
The aim of this thesis is to present an insight view of how Visit Norway promotes food tourism through its’ web page. The main research question is the following:
How is food tourism presented in the official web page of Visit Norway?
The sub-questions of the study are:
- How is sustainability shown in the posts concerning food tourism on Visit Norway web page?
- How is Visit Norway using storytelling in their marketing actions?
- How is digital marketing used and created on Visit Norway web page?
The final objective is to discover what kind of story Visit Norway presents about Norwegian food tourism. Is their marketing message for travellers similar compared to Norwegian food tourism strategy?
The theoretical framework introduces the definition of food tourism that points out food as the main motivator for a traveller when choosing a destination. As well, the theoretical framework presents other features related with food. These concepts are cultural heritage that is the knowledge, behaviours and customs that shapes a society and gives a sense of belonging. Authenticity, defined as true to its origin, accurate representation. The concept of sustainable tourism means to respect the local heritage and communities meanwhile contributing to the conservation of the natural heritage and biodiversity of the destination. The last part of the theoretical framework is focused on digital marketing that is applying marketing techniques on the digital world. Destination branding to create an image of the destination using the uniqueness of the place and storytelling, known as the use of narrative, to connect with the customers. All these concepts correctly applied contributes to create a competitive advantage for the destination.
For this research-based thesis a qualitative method was chosen. A non-participative method was applied for the data collection and content analysis was used for analysing the data. An observation table was created based on the theoretical framework and followed by the data gathering from the webpage of Visit Norway by created criteria from 10.02.2022 – 14.03.2022. In analysis part the content analysis was adapted together with help of mind-mapping.
The results unveil different characteristics used by Visit Norway to promote food tourism. Some of these characteristics are utilizing Norwegian unique culture and traditions to present their food, the importance of local food products and a sustainable system throughout the food production chain. It is possible to identify the main goals of the new Norwegian food strategy along the content related with food. Proud food nation, embracing their quirkiness, high quality and local produce and a strong sustainable policy to protect Norwegian habitat.
Although Norway has a long traditional food culture, nowadays is possible to enjoy modern and gourmet cuisine with a unique touch but without losing its essence.
The aim of this thesis is to present an insight view of how Visit Norway promotes food tourism through its’ web page. The main research question is the following:
How is food tourism presented in the official web page of Visit Norway?
The sub-questions of the study are:
- How is sustainability shown in the posts concerning food tourism on Visit Norway web page?
- How is Visit Norway using storytelling in their marketing actions?
- How is digital marketing used and created on Visit Norway web page?
The final objective is to discover what kind of story Visit Norway presents about Norwegian food tourism. Is their marketing message for travellers similar compared to Norwegian food tourism strategy?
The theoretical framework introduces the definition of food tourism that points out food as the main motivator for a traveller when choosing a destination. As well, the theoretical framework presents other features related with food. These concepts are cultural heritage that is the knowledge, behaviours and customs that shapes a society and gives a sense of belonging. Authenticity, defined as true to its origin, accurate representation. The concept of sustainable tourism means to respect the local heritage and communities meanwhile contributing to the conservation of the natural heritage and biodiversity of the destination. The last part of the theoretical framework is focused on digital marketing that is applying marketing techniques on the digital world. Destination branding to create an image of the destination using the uniqueness of the place and storytelling, known as the use of narrative, to connect with the customers. All these concepts correctly applied contributes to create a competitive advantage for the destination.
For this research-based thesis a qualitative method was chosen. A non-participative method was applied for the data collection and content analysis was used for analysing the data. An observation table was created based on the theoretical framework and followed by the data gathering from the webpage of Visit Norway by created criteria from 10.02.2022 – 14.03.2022. In analysis part the content analysis was adapted together with help of mind-mapping.
The results unveil different characteristics used by Visit Norway to promote food tourism. Some of these characteristics are utilizing Norwegian unique culture and traditions to present their food, the importance of local food products and a sustainable system throughout the food production chain. It is possible to identify the main goals of the new Norwegian food strategy along the content related with food. Proud food nation, embracing their quirkiness, high quality and local produce and a strong sustainable policy to protect Norwegian habitat.
Although Norway has a long traditional food culture, nowadays is possible to enjoy modern and gourmet cuisine with a unique touch but without losing its essence.