Establishing Relationships between European-Chinese FIT Tourists and Finland
Wang, Yuqing (2018)
Wang, Yuqing
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805117614
https://urn.fi/URN:NBN:fi:amk-201805117614
Tiivistelmä
This bachelor’s thesis was inspired by the already collected data, the results of an interview of 52 FIT Chinese travelers in Helsinki, conducted by the writer and her team. During the interview, the writer found out that one-third of the interviewees were European-Chinese. Thus, the writer chose this topic to study the actual potential and opportunities to engage European-Chinese FIT travelers with Finland as a tourism destination. The thesis was commissioned by the company Timetravels Incoming Ltd, a Finnish tour operator that serves both European and Asian tourism market. The writer is currently an employee of the company. The commissioner company already has a good base of European-Chinese customers and would like to expand this market.
The purpose of this thesis was to discover how to establish the customer relationship between European-Chinese FIT travelers and Finland by analyzing the market environment and the target customer group, furthermore, to enhance the relationship between them. Sub-questions were raised to reach the research purpose. By explaining why European-Chinese FIT travelers are the most suitable target group for Finland, analyzing the consumer behavior and expectations of European-Chinese travelers, and studying what Finland can provide to attract the target customers, the writer found a general overview and several strategies for the market engagement. Primary data were collected during the interview mentioned above and through interviews with the key employees of Timetravels Incoming Ltd. The writer’s own experiences on the travel market and Chinese culture were also applied. Secondary research was conducted based on literature material of tourism marketing and consumer behavior, and on statistical data published by authorities of China and Finland tourism industry.
Findings of this bachelor’s thesis emphasize the marketing potential of European-Chinese tourism market, and explain the similarities and differences of consumer behavior between European-Chinese travelers and the traditional Chinese outbound travelers. To engage with European-Chinese tourism market, service providers in Finland shall provide more targeted travel products for European-Chinese tourism market, and products with more well-designed itineraries and with more flexibilities. The travel season should be well planned based on the European holidays. National tourism organizations should keep establishing the authentic and unique travel brand for Finland as a destination.
The purpose of this thesis was to discover how to establish the customer relationship between European-Chinese FIT travelers and Finland by analyzing the market environment and the target customer group, furthermore, to enhance the relationship between them. Sub-questions were raised to reach the research purpose. By explaining why European-Chinese FIT travelers are the most suitable target group for Finland, analyzing the consumer behavior and expectations of European-Chinese travelers, and studying what Finland can provide to attract the target customers, the writer found a general overview and several strategies for the market engagement. Primary data were collected during the interview mentioned above and through interviews with the key employees of Timetravels Incoming Ltd. The writer’s own experiences on the travel market and Chinese culture were also applied. Secondary research was conducted based on literature material of tourism marketing and consumer behavior, and on statistical data published by authorities of China and Finland tourism industry.
Findings of this bachelor’s thesis emphasize the marketing potential of European-Chinese tourism market, and explain the similarities and differences of consumer behavior between European-Chinese travelers and the traditional Chinese outbound travelers. To engage with European-Chinese tourism market, service providers in Finland shall provide more targeted travel products for European-Chinese tourism market, and products with more well-designed itineraries and with more flexibilities. The travel season should be well planned based on the European holidays. National tourism organizations should keep establishing the authentic and unique travel brand for Finland as a destination.