Traveler research for Lempäälä Development Ltd
Sirén, Essi (2018)
Sirén, Essi
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120319618
https://urn.fi/URN:NBN:fi:amk-2018120319618
Tiivistelmä
This thesis was commissioned by Lempäälä Development Ltd. The objective of this thesis was to determine accurate and current information about tourist and travelers to Lempäälä area, their travel needs, wants and motivation.
Scientific articles were mainly used as part of literature and some online sources as a secondary data to build a theoretical background for the study. For primary data, a semi-structured qualitative research was conducted in the form of interviews together with a team from Lempäälä Development Ltd. The target group was formed of domestic tourists and travelers. The sample size was set for the total of one hundred interviews to get enough validity for the research. The interviews took place during the tourism high season, in the summer of 2018, in the most important tourist attractions in Lempäälä.
A total of one hundred two interviews were conducted. The most common tourists profile was based on the analysis of the responses. Most of the respondents were domestic day visitors, travelling with family and visiting due to interest in getting to know the local attractions and events. In addition to the interview location, the tourists also visited Ideapark. They shared common interests mainly on beautiful landscapes, nature, lakes and water bodies. Yet the tourists were interested in local attractions and events, their level of knowledge of what Lempäälä has to offer remained quite low.
The findings of the research show that Lempäälä has a clear, most common tourist target group of young families. The municipality would have all the resources what is needed, but the target group might not be totally aware of all that Lempäälä has to offer due to lack of visibility and marketing. Based on the findings, the destination should get more visibility and the services should be developed around the tourists needs and wants. Lempäälä Development Ltd should create more targeted online promotion and possibly create new events according to the needs, especially for young families.
Scientific articles were mainly used as part of literature and some online sources as a secondary data to build a theoretical background for the study. For primary data, a semi-structured qualitative research was conducted in the form of interviews together with a team from Lempäälä Development Ltd. The target group was formed of domestic tourists and travelers. The sample size was set for the total of one hundred interviews to get enough validity for the research. The interviews took place during the tourism high season, in the summer of 2018, in the most important tourist attractions in Lempäälä.
A total of one hundred two interviews were conducted. The most common tourists profile was based on the analysis of the responses. Most of the respondents were domestic day visitors, travelling with family and visiting due to interest in getting to know the local attractions and events. In addition to the interview location, the tourists also visited Ideapark. They shared common interests mainly on beautiful landscapes, nature, lakes and water bodies. Yet the tourists were interested in local attractions and events, their level of knowledge of what Lempäälä has to offer remained quite low.
The findings of the research show that Lempäälä has a clear, most common tourist target group of young families. The municipality would have all the resources what is needed, but the target group might not be totally aware of all that Lempäälä has to offer due to lack of visibility and marketing. Based on the findings, the destination should get more visibility and the services should be developed around the tourists needs and wants. Lempäälä Development Ltd should create more targeted online promotion and possibly create new events according to the needs, especially for young families.