Marketing strategies for attracting tourists from Russia, Finland and Estonia. Case company Delta Apartments.
Moskaleva, Alexandra (2020)
Moskaleva, Alexandra
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051912235
https://urn.fi/URN:NBN:fi:amk-2020051912235
Tiivistelmä
Tourism is highly international and fast-growing industry and aims to create a unique experience for tourists. Tourists need places to stay during their visits, which is why the accommodation sector exists in the tourism industry, to provide people with different types of accommodation. In recent years, the popularity of rented apartments has grown tremendously and become easier for people to book them.
In every country, there are several companies providing rental accommodation for tourists and they need to advertise their services. However, customers in the tourism industry are international and come from different countries. This is why it can be challenging to advertise to them as they have different needs, values, and expectations concerning apartments. Culture and background have a big influence on the behavior of people, which marketing specialists should take it into consideration to better target customers.
This report describes the importance of cultural differences and how they affect purchasing decisions in tourism. The theory part presents books, articles, blogs and internet pages reviewing the topic. It is followed by research for the case company which is an Estonian company called Delta Apartments. For this research, a qualitative research was conducted in order to identify the different factors in tourists’ which affected their opinions, and ultimately their purchasing decisions. Three main customer groups in Delta Apartments are of Russian, Estonian and Finnish origin. The behavior and opinions which influenced their decision was observed and then written.
When purchasing accommodation, it was observed that the biggest influence customers had was their cultural background. Although most of tourists have common preferences, such as the comfort and cleanliness of the apartment, some differences were discovered related to priorities. Despite being close geographically, it was observed that tourists from Finland and Estonia have a lot in common, while tourists from Russia have a different outlook.
In every country, there are several companies providing rental accommodation for tourists and they need to advertise their services. However, customers in the tourism industry are international and come from different countries. This is why it can be challenging to advertise to them as they have different needs, values, and expectations concerning apartments. Culture and background have a big influence on the behavior of people, which marketing specialists should take it into consideration to better target customers.
This report describes the importance of cultural differences and how they affect purchasing decisions in tourism. The theory part presents books, articles, blogs and internet pages reviewing the topic. It is followed by research for the case company which is an Estonian company called Delta Apartments. For this research, a qualitative research was conducted in order to identify the different factors in tourists’ which affected their opinions, and ultimately their purchasing decisions. Three main customer groups in Delta Apartments are of Russian, Estonian and Finnish origin. The behavior and opinions which influenced their decision was observed and then written.
When purchasing accommodation, it was observed that the biggest influence customers had was their cultural background. Although most of tourists have common preferences, such as the comfort and cleanliness of the apartment, some differences were discovered related to priorities. Despite being close geographically, it was observed that tourists from Finland and Estonia have a lot in common, while tourists from Russia have a different outlook.