The role of Internet marketing in finnish tourism industry
Arya, Sahar (2013)
Arya, Sahar
Laurea-ammattikorkeakoulu
2013
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013060212377
https://urn.fi/URN:NBN:fi:amk-2013060212377
Tiivistelmä
The aim for this thesis was to find out, what is the role of Internet marketing in the tourism Industry in Finland. Internet marketing as a global phenomenon is growing constantly and it is affecting the way of marketing in several industries such as the tourism industry.
The goal for this research was to get deeper in the Internet marketing concept and to see, how it is in practice having an impact on companies within the tourism industry. In addition it was a goal for this thesis to find out how Internet marketing is being embraced within the businesses in the tourism industry. Also to see, why Internet marketing is being used and what are the most relevant tools for the Internet marketing.
The theory part of the thesis deals with the wide concept of the Internet marketing and de-scription to the most important definition within the Internet marketing. The theory part is a research about what is Internet marketing theoretically and what are the different parts of it. The aim of the theory part is to get closer with the Internet marketing concept, which makes it easier to conduct a research about Internet marketing.
The research method for this thesis was qualitative research method, therefore there were six semi-structured interviews conducted in order to implement the research. The interview participants were either in charge of their company’s Internet marketing department or con-sultant of Internet marketing. However all of the participants are working within the tourism industry except one interviewee, who is working within the sales and marketing industry. The aim was to conduct interviews, which can help to achieve the goals of the thesis. The re-search interviews were conducted in March and April 2013 in Helsinki, Kerava and Turku.
The research outcomes were clear and meeting up with the goals and objectives of the thesis. The results showed that Internet marketing is playing the biggest role in marketing within the companies in the tourism field. Nowadays companies find Internet marketing to be cost-effective and reachable for the customers. Internet marketing enables the companies to tar-get wider group of customers and to find out, who are their potential customers. Companies manage to get results faster and due to that, they are able to analyze or modify their market-ing strategy. The research showed that social media and search engines are relevant aspects to Internet marketing.
The research is primary intended for companies in the tourism industry, however it is a gen-eral research on the Internet marketing. The research showed, that Internet marketing is top-ical issue and it is concerning many businesses, therefore it is a vital concept to do a research about it. The research is a good guide for companies to see, how their potential competitors might do different in order to develop their own way of marketing towards better results.
The goal for this research was to get deeper in the Internet marketing concept and to see, how it is in practice having an impact on companies within the tourism industry. In addition it was a goal for this thesis to find out how Internet marketing is being embraced within the businesses in the tourism industry. Also to see, why Internet marketing is being used and what are the most relevant tools for the Internet marketing.
The theory part of the thesis deals with the wide concept of the Internet marketing and de-scription to the most important definition within the Internet marketing. The theory part is a research about what is Internet marketing theoretically and what are the different parts of it. The aim of the theory part is to get closer with the Internet marketing concept, which makes it easier to conduct a research about Internet marketing.
The research method for this thesis was qualitative research method, therefore there were six semi-structured interviews conducted in order to implement the research. The interview participants were either in charge of their company’s Internet marketing department or con-sultant of Internet marketing. However all of the participants are working within the tourism industry except one interviewee, who is working within the sales and marketing industry. The aim was to conduct interviews, which can help to achieve the goals of the thesis. The re-search interviews were conducted in March and April 2013 in Helsinki, Kerava and Turku.
The research outcomes were clear and meeting up with the goals and objectives of the thesis. The results showed that Internet marketing is playing the biggest role in marketing within the companies in the tourism field. Nowadays companies find Internet marketing to be cost-effective and reachable for the customers. Internet marketing enables the companies to tar-get wider group of customers and to find out, who are their potential customers. Companies manage to get results faster and due to that, they are able to analyze or modify their market-ing strategy. The research showed that social media and search engines are relevant aspects to Internet marketing.
The research is primary intended for companies in the tourism industry, however it is a gen-eral research on the Internet marketing. The research showed, that Internet marketing is top-ical issue and it is concerning many businesses, therefore it is a vital concept to do a research about it. The research is a good guide for companies to see, how their potential competitors might do different in order to develop their own way of marketing towards better results.