Kajaani is a potential destination for literary tourism for its connection with Kälevala of Elias Lönnrot and the Emperor of Poetry Eino Leino. Therefore, Kajaani has many opportunities to become an academic tourism destination, especially Kälevala with Kajaani fans. However, Kajaani is now facing many challenges in developing literary tourism that requires specific change.
Challenges that Kajaani have to face
Challenges in funding
The Kajaani literary organization have not received any fund from the city council. Without the fund, academic organizations like Eino Leino’s club or Elias Lönnrot’ club. Kajaani city is auctioning Eino Leino’s House. Customers can only visit Eino Leino’s house on the outside; no one can get inside. Kajaani cannot attract business funding in the literary aspect, according to the locals.
Challenges in destination promoting
Kajaani have a lack of promoting strategy as a tourism destination starting from their airport. The first image that tourists will see when they enter Kajaani airport is the poster of Kuhmo. The second image that customers will see is the depression surrounding Kajaani airport. They lack a target group; they define their target group as people who love literary tourism and love Kälevala. The target group should be narrowed down and focus on specific information like gender, nationality, hobbies, background, religion, age, married status or value.
Lack of uniqueness
Other destinations in the Kainuu region can easily replace Kajaani as a tourism destination. For example, the beauty of nature can be found in the other areas of Finland. In the literary aspect like Kälevala theme, Kuhmo is promoting their brand better, they even have Juminkeko, which is the Kälevala information centre. Nowadays, fewer people come to Kajaani for Kälevala than Kuhmo.
Prediction of about literary tourism in Kajaani
The local people think that literary tourism in Kajaani will disappear in 10 years because of the lack of tourists, funding, and Kuhmo is promoting Kälevala image too good that people are starting to forget about Kajaani. However, there are still many ways to help save Kajaani literary tourism. The local organization can ask for the fund from local businesses by promoting Kälevala activities. Kajaani needs a new promotion strategy for academic tourism and the city as a tourism destination.
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