REGIONAL IDENTITY IN DESTINATION DEVELOPMENT

1
REGIONAL IDENTITY IN DESTINATION DEVELOPMENT

• TTRA2009 Europe 22-24 April

2
1. Eastern Uusimaa the Target Destination
3
2. Starting Point for the Study

• OVE regional learning network-project
• First questions from tourism actors and
  stakeholders were
• What is the province of Eastern Uusimaa?
• What is the mentality or character of Eastern
  Uusimaa and its people
• A need for common stories and base for product
  development and marketing in tourism

4
3. Regional Identity

• Regional identity has two dimensions
• Regional identity a changeable amalgam of
  individual and group loyalty and empathy for a
  region. It has a strong geographical expression
  through a sense of place and belonging with a
  base on culture, language and history. It can
  also relate to the behaviour of inhabitants.
• Place identity a combination of regional
  history, economic life and geography. How a
  region distinguishes from other regions.

5
3. Regional Identity
REGIONAL IDENTITY
Regional Identity
Place Identity
Sent Image
Received Image
6
4. The Study

• An ongoing process with two stages
• 1. stage Interpretations of place identities in
  the Internet sites of regional tourism actors and
  stakeholders including a competitor analysis
  among the neighbouring provinces and
  municipalities for looking for presumable borders
• 2. stage Regional identity among tourism
  stakeholders. The data used is transcribed
  discussions of participants to different sessions
  during the project

7
5. Place Identity of Eastern Uusimaa

• According to the text analysis of the first stage
  Eastern Uusimaa is/has
• Close or near-by
• Sunny archipelago
• History
• Versatile industry structure
• Versatile housing
• gtgtgt Send image

8
6. Received Image of Eastern Uusimaa

• A study that was conducted at Matka2007, an
  annual travel fair in Helsinki
• Visitors and passers-by of the regional booth
  were asked only one question What Eastern
  Uusimaa brings to your mind?

9
6. Received Image of Eastern Uusimaa

• Results Eastern Uusimaa is/has
• A certain location (town, municipality, village)
• Archipelago and sea
• Architecture and buildings
• Culture and history
• Housing
• Shopping and eating out
• Nature
• Tourism and summer
• Industry and commerce
• Atmosphare and spirit

10
7. Regional Identity

• According to the text analysis of the second
  stage Eastern Uusimaa is/has
• Cultural history
• Traditions, history and sights
• Environment
• Nature, built and archipelago
• Sustainable tourism
• Ecological, quality and framework
• Feeling of communality
• Small size and opposition for change

11
7. Summary

• The sent image in this study bases on the
  elements of the place identity
• The received and sent images and regional
  identity are quite close (table to the right)
• The next step Interviews of tourism stakeholders
  for more detailed ideas for the common
  denominators

12
THANK YOU!

• QUESTIONS?