St.Petersburg Escape Experience Tour
Palagina, Mariia; Zhak, Svetlana (2017)
Palagina, Mariia
Zhak, Svetlana
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705239834
https://urn.fi/URN:NBN:fi:amk-201705239834
Tiivistelmä
The growing popularity of Russia as a tourist destination and the high interest towards escape rooms and quests opens new business opportunities and market niches. The aim of this thesis is to develop a tourist product based on the new escape room tourism concept combining the historical, cultural and game experiences. The choice of the theme and destination was determined by the authors’ personal backgrounds and the destination proximity to Finland.
The theoretical research was implemented with the use of several tools, such as Porter’s Five Forces Model, SWOT-analysis, User Persona, BonBus analysis, Product Design Canvas, Value Proposition Design, Customer Journey Map, online survey and 5-step marketing strategy. The practical part provides the authors finding and application of the chosen methods to St. Petersburg Escape Experience Tour development. The selection of these particular theories results in understanding of the current market situation, defining the main target customer groups and sets a framework for the product development. The project plan chapter presents the timeline for the development process and describes the steps the authors took and will take from ideation to the product launch.
The details of the developed product are presented in Appendix 1 and include environmental analysis, customer target group defining, itinerary choices and combination and market entry strategies. The product development was supported by the authors experience gained from testing the itinerary elements during the self-performed study trip to the selected destination.
The actual work is aimed at providing a sustainable basis for the possible future launch of a new authentic and multidimensional tourism experience product, based on the existing demand and satisfying the customers’ need for a new type of adventure tour to St. Petersburg.
The theoretical research was implemented with the use of several tools, such as Porter’s Five Forces Model, SWOT-analysis, User Persona, BonBus analysis, Product Design Canvas, Value Proposition Design, Customer Journey Map, online survey and 5-step marketing strategy. The practical part provides the authors finding and application of the chosen methods to St. Petersburg Escape Experience Tour development. The selection of these particular theories results in understanding of the current market situation, defining the main target customer groups and sets a framework for the product development. The project plan chapter presents the timeline for the development process and describes the steps the authors took and will take from ideation to the product launch.
The details of the developed product are presented in Appendix 1 and include environmental analysis, customer target group defining, itinerary choices and combination and market entry strategies. The product development was supported by the authors experience gained from testing the itinerary elements during the self-performed study trip to the selected destination.
The actual work is aimed at providing a sustainable basis for the possible future launch of a new authentic and multidimensional tourism experience product, based on the existing demand and satisfying the customers’ need for a new type of adventure tour to St. Petersburg.