romotional activities plays a very important role in the development of every tourist destination and tour operators. In this context, Lapland Safaris is no different; according to Julian Amorrich--the digital marketing manager of Lapland Safaris, the organisation has continued to implement an integrated marketing communication strategy in order to attract tourist to Rovaniemi.
He declared that the organisation combines both the word of mouth (traditional media) and social media channels in their marketing communication strategies. According to the manager, the word of mouth has been very effective tool in advertising their activities as its only tourists who have experienced one or two of their activities that can give a feedback to others about what the company is really into.
He also mentioned that Lapland Safari also makes use of social media channels such as facebook,twitter,trip advisor or Youtube to promote their activities. He stressed further that the social media usage cannot be controlled as lots of informations and feedbacks given on platforms are sometimes not credible enough. Moreover, for the type of business they are into, people cannot get the real picture of what Land Safaris is into from pictures they post on such social media channels, that is where the use of traditional media comes in which is the word of mouth from tourists who have had the experience, they can easily convince other intending tourists through their feedbacks on these social media platforms. Also, he mentioned that the company over the years has built trust in the minds of their followers through the classic experience they offer. also whenever one books an appointment with the company, a reminder mail is sent to the individual so that they don't forget the date and also a thank you mail is sent with cards and gifts in offices to thank them for their patronage
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SOCIAL MEDIA VERSUS
TRADITIONALMEDIA