Marketing communication among tourism companies in Porvoo
Vasilev, Egor (2018)
Vasilev, Egor
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052910878
https://urn.fi/URN:NBN:fi:amk-2018052910878
Tiivistelmä
This Bachelor’s thesis is a research-based thesis commissioned by Porvoo Tourism & Marketing Unit. The unit is responsible for city marketing including housing, self-constructions, recruiting; tourism and event marketing; promotion of Porvoo city as destination at national level as well as for marketing communication of tourism and hospitality companies in Porvoo. The commissioner played a role of platform for analyzing marketing communication of the tourism companies in Porvoo.
The study involved discovering the nature of marketing communication and how it is implemented among tourism and hospitality companies in Porvoo. The aim of the study was to improve the marketing communication among tourism companies in Porvoo by identifying the challenges of marketing communication of the examined companies, by defining the most effective communication channels and by obtaining good marketing practices for the commissioner.
The theoretical framework composing the notion of external communication, marketing communication tools and mix, features of digital and internet marketing in tourism industry as well as integrated marketing communication creates a strong base for analyzing marketing communication and elaborating practical recommendations for the commissioner.
The research was conducted among tourism and hospitality companies in Porvoo. The research questions were answered through a quantitative research method that includes distributing an online questionnaire to the respondents.
The research findings determined the most effective communication channels and revealed the incredible popularity of social networks such as Instagram, Facebook, and YouTube as well as various forums and blogs in the marketing communication among tourism and hospitality companies in Porvoo. The research results also proved that collecting customer satisfaction feedback is essential part of building effective marketing communications as well as relevant visual and digital content of the messages. The data obtained proved the hypothesis of the study and emphasized the importance of using integrated marketing strategy comprising internet and digital marketing as well as advertising and Public Relations.
Based on the research findings, the author developed improvement suggestions for the commissioner in order to support marketing communication of the examined companies. The recommendations are presented in the discussion part of the thesis. Further research can be carried out in order to identify other factors that influence on marketing communica-tion in tourism industry. It would be helpful for tourism and marketing organizations, since the situation on the market is changing rapidly.
The study involved discovering the nature of marketing communication and how it is implemented among tourism and hospitality companies in Porvoo. The aim of the study was to improve the marketing communication among tourism companies in Porvoo by identifying the challenges of marketing communication of the examined companies, by defining the most effective communication channels and by obtaining good marketing practices for the commissioner.
The theoretical framework composing the notion of external communication, marketing communication tools and mix, features of digital and internet marketing in tourism industry as well as integrated marketing communication creates a strong base for analyzing marketing communication and elaborating practical recommendations for the commissioner.
The research was conducted among tourism and hospitality companies in Porvoo. The research questions were answered through a quantitative research method that includes distributing an online questionnaire to the respondents.
The research findings determined the most effective communication channels and revealed the incredible popularity of social networks such as Instagram, Facebook, and YouTube as well as various forums and blogs in the marketing communication among tourism and hospitality companies in Porvoo. The research results also proved that collecting customer satisfaction feedback is essential part of building effective marketing communications as well as relevant visual and digital content of the messages. The data obtained proved the hypothesis of the study and emphasized the importance of using integrated marketing strategy comprising internet and digital marketing as well as advertising and Public Relations.
Based on the research findings, the author developed improvement suggestions for the commissioner in order to support marketing communication of the examined companies. The recommendations are presented in the discussion part of the thesis. Further research can be carried out in order to identify other factors that influence on marketing communica-tion in tourism industry. It would be helpful for tourism and marketing organizations, since the situation on the market is changing rapidly.