Customer purchase behaviour affecting to the development of tour operators travel product portfolio – case Apollomatkat
Sepponen, Sara (2015)
Sepponen, Sara
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112016963
https://urn.fi/URN:NBN:fi:amk-2015112016963
Tiivistelmä
The aim of this thesis is to research the customer purchase behaviour of city and weekend holidays of a Finnish tour operator, Apollomatkat. The issues of how customer purchase behaviour in travel agencies has changed and the factors behind it are being discussed. After clarifying the development in customer purchase behaviour, the travel product in question is studied closer in the form of an online survey.
The theoretical framework takes the reader through the evolved situation of tour operators and travel agencies. It follows through the customer behavior from the perspective of traveling and online. The marketing of tourism products as well as the aspect of social media in tourism are being discussed. In addition to these, the meaning and importance of online environment from business and customer perpective is explained.
The customer decision making process and the process of purchasing a holiday are introduced and explained. The aim of the theoretical framework is to put the research of city and weekend holidays into a correct context. The research was conducted in Finnish from the request of the commissioner company, with the goal of gaining new information about their customers behavior before traveling.The research conducted followed quantitative research method that produced numerical results.
The analysis of the research resulted the importance of online environment when booking and doing the information search of city and weekend holidays. Also, the results showed customers motives behind traveling and what they value in a city and weekend holiday. In addition, the outcome showed factors affecting the purhase decision such as the importance of price and time of traveling, as well as the booking habbits of the customers which relied heavily on internet and computers.
Based on the analysis there were some suggestions given to the company, including of utilization of mobile and smartphones, activeness in social media and a holiday search based on price. The process of writing this thesis started in the spring of 2015 and was completed in autumn of the same year.
The theoretical framework takes the reader through the evolved situation of tour operators and travel agencies. It follows through the customer behavior from the perspective of traveling and online. The marketing of tourism products as well as the aspect of social media in tourism are being discussed. In addition to these, the meaning and importance of online environment from business and customer perpective is explained.
The customer decision making process and the process of purchasing a holiday are introduced and explained. The aim of the theoretical framework is to put the research of city and weekend holidays into a correct context. The research was conducted in Finnish from the request of the commissioner company, with the goal of gaining new information about their customers behavior before traveling.The research conducted followed quantitative research method that produced numerical results.
The analysis of the research resulted the importance of online environment when booking and doing the information search of city and weekend holidays. Also, the results showed customers motives behind traveling and what they value in a city and weekend holiday. In addition, the outcome showed factors affecting the purhase decision such as the importance of price and time of traveling, as well as the booking habbits of the customers which relied heavily on internet and computers.
Based on the analysis there were some suggestions given to the company, including of utilization of mobile and smartphones, activeness in social media and a holiday search based on price. The process of writing this thesis started in the spring of 2015 and was completed in autumn of the same year.