| Summary: | Through studying and analyzing the theory as well as the results gathered from the survey at Siida and statistics of tourism industry of Finland, the author evaluates the potential of tourism and proposes suggestions to promote the image of Sámi people and Lapland regions with the goals of maintaining and developing the long-standing cultural values and conserving the natural environment in Inari. The thesis focuses on integrated marketing and corporate communications strategies. Objectives of the field are to comprehend communications tools, the difference and the integration of marketing and corporate communications through learning and applying the theory in the specific case. The research will have to give answers to the following questions: How many visitors come to Siida yearly? Why do tourists choose Siida as their travel destination? What advantages does Siida have in particular and Inari in general? What marketing communications is Siida using at the moment? How to make Siida more attractive to tourists by communications tools? Research methods and results will be presented and analysed by quantitative and qualitative methods. The qualitative research was implemented by interviewing senior members and the manager at Siida so as to acknowledge their views and opinions about the potential of tourism in Inari. The quantitative research based on the existing survey at Siida to examine thoughts and reflections of tourists who have already visited Inari one time at least. Almost results collected from the research showed the interest of tourists when coming to Inari. Therefore, the municipality of Inari should think about new ways of communications and deploy strategic messages to draw potential tourists.
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