DIGITAL MARKETING IN TOURISM SPHERE Case Company: HaparandaTornio Tourist Information Centre

The online presence of the company is an inalienable part of modern marketing strategies. Today, businesses that provide services or products cannot survive without proper digital marketing campaigns. The main objective of this research project was to develop a digital marketing strategy that includes the proposal of the relevant social networks for the travel destination. Complementary objectives include ideas for publications in social media, tactics for raising the website in search engines, establishing a recognition among the competitors and enhancement of the event calendar which used both by locals and tourists. Quantitative and qualitative techniques were utilized to investigate the digital marketing technologies and develop recommendations, tactics, and ideas that the case firm will be able to implement in a real workflow. Secondary and primary data were utilized in the data collection process. The secondary data was collected from articles, literature and research works. The primary data was collected by means of the survey technique. After a deep analysis of the theoretical part and survey results, the digital marketing strategy was developed and proposed. Developed digital marketing strategy is unique and can be applied only for the case firm. A detailed description of each method and tactic that can improve the quality of the service was created