{"id":393,"date":"2020-11-02T12:30:00","date_gmt":"2020-11-02T10:30:00","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?post_type=lesson&#038;p=393"},"modified":"2023-08-15T09:10:32","modified_gmt":"2023-08-15T06:10:32","slug":"destination_identity","status":"publish","type":"lesson","link":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/destination_identity\/","title":{"rendered":"Destination Identity"},"content":{"rendered":"<figure id=\"attachment_948\" aria-describedby=\"caption-attachment-948\" style=\"width: 2560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-948 size-full\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped.jpg\" alt=\"\" width=\"2560\" height=\"944\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped.jpg 2560w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-600x221.jpg 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-1280x472.jpg 1280w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-768x283.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-100x37.jpg 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-120x44.jpg 120w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-1536x566.jpg 1536w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Salla_cropped-2048x755.jpg 2048w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><figcaption id=\"caption-attachment-948\" class=\"wp-caption-text\">Photo: Outi K\u00e4hk\u00f6nen<\/figcaption><\/figure>\n<p>This lesson describes how a destination identity guiding concept planning is formed. Firstly, let&#8217;s have a look at how &#8220;destination&#8221; is defined.<\/p>\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-11\" class=\"h5p-iframe\" data-content-id=\"11\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Destination definition\"><\/iframe><\/div>\n<p><strong>Task 1:<\/strong> Analyse your nature-based tourism destination with the help of Morrison&#8217;s 10 As. Write your answers in <strong><span style=\"text-decoration: underline\"><a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/04\/PAN_Destinations_10As_form.pdf\" target=\"_blank\" rel=\"noopener\">the 10 As template (pdf file)<\/a><\/span> <\/strong>and save it for yourself (Top right: click the arrow down, select Save with comments).<\/p>\n<p><strong>The concept is based on the company&#8217;s identity in particular<\/strong>; the spirit, principles of action, style, values and goals that are also to be communicated to the outside world.<\/p>\n<p>In addition, one needs to see the company\u2019s operations as part of something bigger and what added value the service offers to its customers. Part of a company\u2019s identity is also its customers and how they appear to be.<\/p>\n<p><strong>An identity can be defined on various levels: for a destination, a company or a single service product.<\/strong> The destination or the company itself defines the identity, which directs the brand. <strong>The Identity Prism<\/strong> tool can be used to aid these reflections.<\/p>\n<p>An<strong> image<\/strong> is the customer\u2019s own vision of the product or brand. This vision is like a mirror for the brand operations. The customer\u2019s vision cannot be wrong.<\/p>\n<p>Subbrands are all independent service entities with their own identity and business concept, but they should follow the corporate strategy or the destination identity. Below you can find examples of how in Finnish Lapland, stakeholders were brought together to create a commonly accepted identity for their destination.<\/p>\n<p>The Prezi presentation below presents the different aspects of identity.\u00a0The identity prism of Ranua, a destination in Southern Lapland, Finland, is given as an example. Click the arrows to view the presentation.<\/p>\n<!-- Generated using Prezi Embedder. Get yours here: http:\/\/wordpress.org\/plugins\/prezi-embedder\/ -->\n<iframe loading=\"lazy\" src=\"\/\/prezi.com\/embed\/ziiih1o0bztf\/?bgcolor=ffffff&amp;lock_to_path=0&amp;autoplay=0&amp;autohide_ctrls=0&amp;html5=1\" width=\"1000\" height=\"600\" frameBorder=\"0\"  webkitAllowFullScreen=\"\" mozAllowFullscreen=\"\" allowfullscreen=\"\"><\/iframe>\n<hr \/>\n<p>(The presentation created for the MyStory project further clarifies <a href=\"https:\/\/tietojenkasittely.lapinamk.fi\/MyStory\/CompanyStory\/companysidentity.html\" target=\"_blank\" rel=\"noopener\">what the Identity Prism is<\/a>. )<\/p>\n<p>The next video explains in detail how the Ranua identity prism was formed.<\/p>\n<p>[embedyt] https:\/\/www.youtube.com\/watch?v=-sCMedg_XcQ&amp;width=600&amp;height=400[\/embedyt]<\/p>\n<hr \/>\n<p>The next article discusses how the destination identity was co-created for Sompio by the destination stakeholders and then taken into use.<\/p>\n<p>[pdf-embedder url=&#8221;https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Kaihua-Sipponen-Destination-Identity.pdf&#8221; title=&#8221;Kaihua-Sipponen Destination Identity&#8221;]<\/p>\n<hr \/>\n<p><strong>Task 2:<\/strong> Use the<a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Identity_prism.pptx\" target=\"_blank\" rel=\"noopener\"><strong><span style=\"text-decoration: underline\"> Destination Identity Template (pptx file)<\/span><\/strong><\/a> for defining the identity of your destination, preferably together with the other companies and stakeholders in the destination.<\/p>\n<hr \/>\n<p><strong>Read more about the Ranua co-creation process:<br \/><\/strong><span style=\"text-decoration: underline\"><a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Developing-Destination-Experience-and-Digital-Marketing-in-Co-creation-Process-.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Developing Destination Experience and Digital Marketing in Co-creation Process\u00a0 (pdf)<\/a><\/span><\/p>\n<h2>Sources and further reading:\u00a0<\/h2>\n<p>PALMA 2018. Mik\u00e4 ihmeen br\u00e4ndi? PALMAn br\u00e4ndikortit auttavat ymm\u00e4rt\u00e4m\u00e4\u00e4n mist\u00e4 tekij\u00f6ist\u00e4 br\u00e4ndi muodostuu. <a href=\"https:\/\/docplayer.fi\/159264165-Mika-ihmeen-brandi-palma-n-brandikortit-auttavat-ymmartamaan-mista-tekijoista-brandi-muodostuu.html\" target=\"_blank\" rel=\"noopener\">https:\/\/docplayer.fi\/159264165-Mika-ihmeen-brandi-palma-n-brandikortit-auttavat-ymmartamaan-mista-tekijoista-brandi-muodostuu.html<\/a><\/p>\n<p>PALMA 2018. Palvelun br\u00e4nd\u00e4ys. <a href=\"http:\/\/www.palma.fi\/palma-malli\/brandays\/Palvelun%20br%C3%A4nd%C3%A4ys.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.palma.fi\/palma-malli\/brandays\/Palvelun%20br%C3%A4nd%C3%A4ys.pdf<\/a><\/p>\n<p><span data-contrast=\"auto\">Pohjola, J. 2003.\u00a0 Ilme: visuaalisen identiteetin johtaminen. Jyv\u00e4skyl\u00e4: Gummerus.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Rautio, P<\/span><span data-contrast=\"auto\">. 2011. <\/span><span data-contrast=\"auto\">Jaetun<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">maakunnan<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">identiteetti<\/span><span data-contrast=\"auto\">\u00a0\u2013\u00a0<\/span><span data-contrast=\"auto\">maakuntalehti<\/span><span data-contrast=\"auto\">\u00a0Etel\u00e4-<\/span><span data-contrast=\"auto\">Karjalan<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">alueidentiteetin<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">muovaajana<\/span><span data-contrast=\"auto\">. In P. Rautio, T.\u00a0<\/span><span data-contrast=\"auto\">\u00c4ik\u00e4s<\/span><span data-contrast=\"auto\">\u00a0&amp; M. Kohvakka (eds.)\u00a0<\/span><span data-contrast=\"auto\">Jaetun<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">maakunnan<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">identiteetti<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">N\u00e4k\u00f6kulmia<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">etel\u00e4karjalaiseen<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">identiteettikeskusteluun<\/span><span data-contrast=\"auto\">. Etel\u00e4-<\/span><span data-contrast=\"auto\">Karjalainstituutti<\/span><span data-contrast=\"auto\">. Accessed 14.5.2018 <a href=\"https:\/\/aluejaymparisto.journal.fi\/article\/view\/64393\/25670\" target=\"_blank\" rel=\"noopener\">https:\/\/aluejaymparisto.journal.fi\/article\/view\/64393\/25670<\/a>.<\/span><\/p>\n<p><span data-contrast=\"auto\">Sammallahti, T. 2009.\u00a0Konseptisuunnittelun\u00a0supersankari. Helsinki: Books on Demand GmbH.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span class=\"authors\">Saraniemi, S. &amp; Komppula, R. <\/span><span class=\"date\">2019.<\/span>\u00a0<span class=\"art_title\">The Development of a Destination Brand Identity: a Story of Stakeholder Collaboration.<\/span>\u00a0<span class=\"serial_title\">Current Issues in Tourism,<\/span>\u00a0<span class=\"volume_issue\">22:9,<\/span>\u00a0<span class=\"page_range\">1116-1132.<\/span>\u00a0<span class=\"doi_link\">DOI:\u00a0<a href=\"https:\/\/doi.org\/10.1080\/13683500.2017.1369496\">10.1080\/13683500.2017.1369496.<\/a><\/span><\/p>\n<p><span data-contrast=\"auto\">Tellus 2. 2015.\u00a0Yhteinen\u00a0maailma.\u00a0Kulttuuri\u00a0ja\u00a0alueellinen\u00a0identiteetti. Accessed 9.5.2018 <a href=\"https:\/\/peda.net\/p\/siiri%20siirila\/tellus2\/tellus2-150115\/2ai\/ai\" target=\"_blank\" rel=\"noopener\">https:\/\/peda.net\/p\/siiri%20siirila\/tellus2\/tellus2-150115\/2ai\/ai<\/a>.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"","_lesson_length":0,"_lesson_course":321,"_lesson_preview":""},"lesson-tag":[],"class_list":["post-393","lesson","type-lesson","status-publish","hentry","module-concept-planning","post"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Destination Identity - PAN - Phenomena of Arctic Nature<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/destination_identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Destination Identity - PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"og:description\" content=\"This lesson describes how a destination identity guiding concept planning is formed. 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