Elämys Group – Sport: Identification of customer needs and preferences after COVID-19 pandemic
Kesker, Eevi Aino (2021)
Kesker, Eevi Aino
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060213709
https://urn.fi/URN:NBN:fi:amk-2021060213709
Tiivistelmä
Sports tourism is a relatively new segment in the tourism industry, but it dates back hundreds of years. As a result of the technological developments and rise of social media, travel due to sports has increased tremendously. Especially events sports tourism has gained more and more popularity as people want to see their idols and favourite athletes competing in international competitions.
As the tourism industry is at a turning point due to the COVID-19 pandemic, tour operators have a chance to renew and develop their products and services. The tourism industry is starting to show slight signs of recovery, meaning that the need for updated information about the customers’ needs is required. The thesis is conducted for a commissioner, Elämys Group – Sport, which specializes in sports tourism travel packages. The objective is to find out what kinds of sports events are the customers of Elämys Sport interested in after the pandemic. The research aims to also find out what are the factors affecting the customers travel making decisions and what kinds of preferences they have regarding the packages.
In the theoretical framework of the thesis, basic concepts of sports tourism and its segments are broken down. Typical packages from each category are also compared for an overall image of the currently available products. Sports events, both before and during the pandemic are analysed and the recovery and future is discussed in addition.
The data for the thesis was collected from a quantitative survey sent to the commissioner’s customers via a newsletter. The survey was open from May 6th to the 10th, and it received answers from 92 customers.
As a result of the research, it was found out that majority of the answerers can see themselves travelling again after the pandemic eases. Many are also expecting to travel outside Finland as well as participate in sporting events inside the country within a year. Travelling outside Europe in a year, on the other hand, was not seen as likely. The most desired length for a sports event trip is 2-3 days and the main three things the customers want the package to include are tickets to the event, accommodation, and flights. What comes to the safety of the customers, transparent and up-to-date communication was the most appreci-ated factor. Proper hygiene measures, clear instructions, following the Finnish Govern-ment’s rules and acting responsibly were also thing the customers wish from the tour oper-ator.
The results help the commissioner to shape their products to fit the customer’s needs and wants. Thus it helps them gain more competitive edge and success as the tourism industry continues to recover. The thesis is done using the Harvard citation style.
As the tourism industry is at a turning point due to the COVID-19 pandemic, tour operators have a chance to renew and develop their products and services. The tourism industry is starting to show slight signs of recovery, meaning that the need for updated information about the customers’ needs is required. The thesis is conducted for a commissioner, Elämys Group – Sport, which specializes in sports tourism travel packages. The objective is to find out what kinds of sports events are the customers of Elämys Sport interested in after the pandemic. The research aims to also find out what are the factors affecting the customers travel making decisions and what kinds of preferences they have regarding the packages.
In the theoretical framework of the thesis, basic concepts of sports tourism and its segments are broken down. Typical packages from each category are also compared for an overall image of the currently available products. Sports events, both before and during the pandemic are analysed and the recovery and future is discussed in addition.
The data for the thesis was collected from a quantitative survey sent to the commissioner’s customers via a newsletter. The survey was open from May 6th to the 10th, and it received answers from 92 customers.
As a result of the research, it was found out that majority of the answerers can see themselves travelling again after the pandemic eases. Many are also expecting to travel outside Finland as well as participate in sporting events inside the country within a year. Travelling outside Europe in a year, on the other hand, was not seen as likely. The most desired length for a sports event trip is 2-3 days and the main three things the customers want the package to include are tickets to the event, accommodation, and flights. What comes to the safety of the customers, transparent and up-to-date communication was the most appreci-ated factor. Proper hygiene measures, clear instructions, following the Finnish Govern-ment’s rules and acting responsibly were also thing the customers wish from the tour oper-ator.
The results help the commissioner to shape their products to fit the customer’s needs and wants. Thus it helps them gain more competitive edge and success as the tourism industry continues to recover. The thesis is done using the Harvard citation style.