Developing the Membership of a B-to-B Youth Travel Organization : Case WYSE Travel Confederation
Hietamäki, Sari (2012)
Hietamäki, Sari
Tampereen ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121419502
https://urn.fi/URN:NBN:fi:amk-2012121419502
Tiivistelmä
WYSE Travel Confederation is a non-profit youth travel organization aiming to enhance youth travel. The organization has a vast member base of 550+ member organizations, which work in different areas of youth travel. The organization has a complicated organizational structure, as the organization provides its customers expertise in all areas of youth travel, operated via its 9 Sector Associations. However, the organization has faced a difficult financial situation and hasn’t achieved its goals set for its marketing. Also, there has been some confusion of the member benefits, and dissatisfied and resigning customers.
This thesis is done to develop and understand the membership of WYSE Travel Confederation. The thesis aims to answer to questions why members join WYSE Travel Confederation or its Sector Associations, and to grasp their expectations towards the organization. The thesis also aims to understand what kind of value the WYSE Travel Confederation members receive from the organization, and what would they like to improve in it.
The research is done by using mainly a qualitative research method. The thesis uses a judgment-based sampling method to select the most productive research sample of the organization. Thereafter, 68 selected members of the organization are sent an email questionnaire, varying depending on their membership category and status. Service marketing and business-to-business marketing are studied for the theoretical framework of this thesis.
Based on the research, WYSE Travel Confederation offers its members services, which correspond with the expectations from the organization. However, it can be noted that some of the organization’s members are very satisfied to the organization whilst others are not. Therefore, the organization needs to focus on its core services as well as strengthen its relationships to better communicate with its members.
This thesis is done to develop and understand the membership of WYSE Travel Confederation. The thesis aims to answer to questions why members join WYSE Travel Confederation or its Sector Associations, and to grasp their expectations towards the organization. The thesis also aims to understand what kind of value the WYSE Travel Confederation members receive from the organization, and what would they like to improve in it.
The research is done by using mainly a qualitative research method. The thesis uses a judgment-based sampling method to select the most productive research sample of the organization. Thereafter, 68 selected members of the organization are sent an email questionnaire, varying depending on their membership category and status. Service marketing and business-to-business marketing are studied for the theoretical framework of this thesis.
Based on the research, WYSE Travel Confederation offers its members services, which correspond with the expectations from the organization. However, it can be noted that some of the organization’s members are very satisfied to the organization whilst others are not. Therefore, the organization needs to focus on its core services as well as strengthen its relationships to better communicate with its members.