How do tourist companies in Northern Norway utilize social media to attract tourists?

Abstract

The central research question guiding this thesis is: How do tourist companies in Northern Norway utilize social media to attract tourists? This study explores the strategies employed by tourism businesses to leverage social media in engaging potential tourists and increasing visitation to the region. To address this question, I conducted semi-structured interviews with social media managers and marketing professionals from various tourism companies in Northern Norway. This qualitative approach allowed for an in-depth examination of the managers' experiences and strategies, providing detailed insights into the nuances of social media use in tourism. Tourism businesses in Northern Norway strategically use social media platforms like Instagram, Facebook, and TikTok, each serving distinct marketing purposes. High-quality visual content, especially images and videos showcasing Northern Norway's natural beauty and cultural richness, is central to their strategies. Engagement metrics such as likes, comments, and shares are crucial indicators of success, with businesses heavily relying on analytics tools like Google Analytics and Facebook Insights to inform their decisions. However, linking social media activities directly to tangible outcomes like bookings and revenue remains a significant challenge. This study highlights the crucial role of social media in the marketing strategies of Northern Norway's tourism businesses. It emphasizes the importance of high-quality visual content, strategic platform use, and the integration of advanced analytics. The research also suggests the need for more sophisticated measurement tools to capture better the impact of social media marketing on business outcomes. By providing a deeper understanding of social media strategies in the tourism sector, this study offers practical insights for enhancing digital marketing effectiveness.