The Image of HI-Hostels amongst Membership Organisations
Heininen, Laura (2015)
Heininen, Laura
Tampereen ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201504063948
https://urn.fi/URN:NBN:fi:amk-201504063948
Tiivistelmä
In a current image society people are constantly exposed to different types of messages. People base their information on perceptions and images as much as on actual facts. Image is formed by unconscious and conscious matters and can be formed in a single encounter. Organisations can never fully determine what kind of image is formed of them and therefore it is essential for any organisation to be up-to-date with its current image.
This bachelor’s thesis was commissioned by Hostelling International Finland. The aim of this thesis was to examine the current image of HI-hostels amongst the membership or-ganisations of Hostelling International Finland and offer suggestions for possible improvements.
The theoretical framework consists of image and reputation formation and image building process. Also strategic and marketing communications are described. A qualitative research method was used to gain better insight of the current image. Semi-structured interview method was chosen to collect data and the data were analysed based on the themes of the interviews. Due to confidentiality reasons the analysis of the interview outcomes and suggestions for future development are not published and they can be found in the appendices.
The analysis indicated that HI-hostels are not well known amongst the membership organisations. HI-hostels were considered as a choice of accommodation mainly for youth and students, indicating that the external communications could be improved to raise a better awareness and to improve the current knowledge. Further research could be done on consumer behaviour to gain in-depth insight of the factors influencing consumer decision making process and how to persuade consumers to consider HI-hostels as an accommodation alternative.
This bachelor’s thesis was commissioned by Hostelling International Finland. The aim of this thesis was to examine the current image of HI-hostels amongst the membership or-ganisations of Hostelling International Finland and offer suggestions for possible improvements.
The theoretical framework consists of image and reputation formation and image building process. Also strategic and marketing communications are described. A qualitative research method was used to gain better insight of the current image. Semi-structured interview method was chosen to collect data and the data were analysed based on the themes of the interviews. Due to confidentiality reasons the analysis of the interview outcomes and suggestions for future development are not published and they can be found in the appendices.
The analysis indicated that HI-hostels are not well known amongst the membership organisations. HI-hostels were considered as a choice of accommodation mainly for youth and students, indicating that the external communications could be improved to raise a better awareness and to improve the current knowledge. Further research could be done on consumer behaviour to gain in-depth insight of the factors influencing consumer decision making process and how to persuade consumers to consider HI-hostels as an accommodation alternative.