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Picture 3. Finnish mushrooms (Photo: Pusa, P. 2013) 
Images are often thought of being projections of outer reality inside our heads. This 
would indicate that images themselves are not real but solely some sort of a model or 
image of reality. These models nevertheless are also parts of the structures in our 
minds through which we observe the world. This also directs behavior of the people.
Images also represent their own kind of reality which strongly affects the reality we 
produce to ourselves within our choices. Reality of the images is similar to the reality 
of beliefs, knowledge and information. Despite their immaterial nature they can have 
severe effects on reality. Images and conceptions have become crucial factors of suc-
cess in western societies for organizations and people. (Karvonen 1999) Similarly, 
countries, regions and counties have also noticed that the conception has a noticeable 
impact on attractiveness. Destination can have an image built concretely by marketing 
where the image comes from the destination or an image which is built by the travelers 
own basis. (Saraniemi 2001; Tuohino, 2001.)
A brand is a name, term, sign, symbol, design or combinations of them which identi-
fies the maker, seller, product or service. Consumers view brands as an important part 
of a products image. Branding has become so strong that nearly everything is branded, 
even fruits and vegetables. (Kotler & Armstrong 2005, 243.) 

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The image of a destination has an effect on people’s decision to travel. Companies and 
regions pursue with methods such as advertising to create the desired image. Travelers 
are consumers, and like all consumers according to Kotler and Armstrong they don't 
know themselves exactly what influences their purchases. Choices and purchases are 
influenced by cultural, social, personal and psychological characteristics. Cultural influ-
ence is strong and therefore culture, subculture and social class plays crucial roles in 
decision making. Culture can be considered the basic cause of wants and behavior of a 
person and the source of basic values, perception wants and behaviors from important 
institutions like family. Subcultures are smaller groups of people with shared value sys-
tems, life experiences or common situations. Social classes exist in nearly all societies in 
some form. Classes can be measured as a combination of occupation, income, educa-
tion, wealth or other variables. These social classes are considered relatively permanent 
divisions. (Kotler & Armstrong 2005.)
A traveler according to World Tourism Organization (UNWTO) is “someone who 
moves between different geographic locations, for any purpose and any duration” Ac-
cording to same source International Tourism includes all displacements that do not 
convert the international traveler into a resident (whether usual or non-usual environ-
ment) and it is classified by nationality. Based on this idea, researcher accepted as a par-
ticipant for the survey all people who stated being non-Finnish residents visiting Fin-
land for any purpose. (UNWTO 2010).