HOW TO DEVELOP A GLOBAL SERVICE CONCEPT AND ADAPT IT TO LOCAL MARKET? : Case ICIUM Wonderworld of Ice
Huang, Shen (2012)
Huang, Shen
Hämeen ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012090613459
https://urn.fi/URN:NBN:fi:amk-2012090613459
Tiivistelmä
This study is commissioned by Futuvision Technologies Oy. Futuvision Technologies Oy is an International Cooperation whose mission is to serve as the bridge between China and Europe. In 2010, Futuvision Technologies Oy launched a new project in Finland called ICIUM – Wonderworld of Ice. The ICIUM concept is a unique winter entertainment and experience concept combining the magic of Lapland with Chinese Mystique. Starting from winter 2010, every year, a brand new ICIUM Wonderworld of Ice is created by China’s most talented ice sculptors in Levi, Lapland.
The aim of the thesis is to review ICIUM season 2010-2011 from a service, management and marketing point of view and to find out challenges and solutions to these potential problems. In order to describe and analysis ICIUM service concept in full range, the theoretical part is divided into the researches and studies in tourism service and tourism marketing fields. The theoretical framework introduces the important elements in a successful service business such as service quality, service design and tourism marketing plan etc. In addition to books and internet resources, internal materials and questionnaires are also used to research in this study.
Through a thorough analysis, based on the theories and empirical evidences, the author in this study lists all the challenges and provides the solutions to the challenges correspondingly. To summarize the results, for a global service concept like ICIUM- Wonderworld of Ice, it is crucial to maintain the uniqueness of the unified service concept regardless of locations. On the other hands, in order to adapt the global service concept to the local markets, the targeted consumers’ needs, expectations and the utilization of local resources and partnerships have to be studied.
The aim of the thesis is to review ICIUM season 2010-2011 from a service, management and marketing point of view and to find out challenges and solutions to these potential problems. In order to describe and analysis ICIUM service concept in full range, the theoretical part is divided into the researches and studies in tourism service and tourism marketing fields. The theoretical framework introduces the important elements in a successful service business such as service quality, service design and tourism marketing plan etc. In addition to books and internet resources, internal materials and questionnaires are also used to research in this study.
Through a thorough analysis, based on the theories and empirical evidences, the author in this study lists all the challenges and provides the solutions to the challenges correspondingly. To summarize the results, for a global service concept like ICIUM- Wonderworld of Ice, it is crucial to maintain the uniqueness of the unified service concept regardless of locations. On the other hands, in order to adapt the global service concept to the local markets, the targeted consumers’ needs, expectations and the utilization of local resources and partnerships have to be studied.