DMOs Strategies to Attract Tourists to Nature-Based Destinations in Norrbotten County : A qualitative study on DMOs usage of marketing strategies to endorse destinations concerned by nature-based tourism

The tourism industry is one of the most thriving industries in the world and nature-based tourism is one of the most expanding sectors in the European tourism industry. However, destinations today have global substitutes which means a destination can easily be exchanged for another destination. Thus, destination market organizations have become a critical component in the tourism industry. While there is a growing interest for nature-based destinations due to international tourism and a growing awareness of environmental issues there is still a need to create a differentiation from the global competition. By setting up strategic plans and continuously market a destination, destination marketing organizations (DMOs) can attract tourist from distant markets. Therefore, the purpose with this report is to examine strategies that DMOs use when it comes to attract tourists to nature-based destinations. With the aim to fulfill the purpose of this study one research question of descriptive and exploratory kind were stated: “What strategies are DMOs using to attract tourists to nature-based destinations?”. A theoretical framework was conducted by reviewing scholarly journals which generated potential answers for the stated research question. Furthermore, the frame of reference provided the study with a theoretical foundation which was applied during the data collection as well as the data analysis. Methodologically, this study had a qualitative approach and was therefore collecting data through semi-structured and in-depth interviews with employees of different DMOs. The findings and conclusions show that the practical work done by a nature-based DMOs in a high degree follows existing previous research. Where the importance of having a clear market position, being able to segment an audience, as well as promote an appropriate message is of high concern for a DMO. Hence, it helps them to attract tourist to a nature-based destination