The marketing research on potential outbound tourists in Shanghai to travel in the Kuopio region
Zhang, Hongyu (2016)
Savonia-ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052710441
https://urn.fi/URN:NBN:fi:amk-2016052710441
Tiivistelmä
Despite vast researches have been made in the tourism industry, little is known about the tourism in the Kuopio region and the sport activities. This thesis aimed to seek the potential outbound tourists in Shanghai who would be interested to travel to Finland, especially the Kuopio region. The sport activities in Kuopio are popular so that the thesis is also about attitudes of sports tourism.
The thesis is made up of two parts: the theoretical part and the empirical part. The author introduces sports tourism and consumer behaviors in the theory part. In the empirical part, the author conducted a research and quantitative approach was used to collect and analyze the data. The questionnaire was divided in three parts: the demographic part, the questions of sports tourism, and motivators and determinants of traveling to Finland. The scientific methods to analyze the data contain the Mann-Whitney test, Cross-tabulation, and the measures of shape.
The limitations of this study focused on the data collection. Firstly, the author, as one graduating student at Savonia UAS, had no economic resources and relationships to determine the large sampling size. Then, the time was not enough to collect a large number of data. Finally, there were some biases affecting the validity and variability of data during the process of data collection. But the results of that questionnaire were still so valuable as to analyze and even make another marketing research later.
Findings from the quantitative research in the empirical part show that most of potential out-bound tourists in Shanghai are interested in Finland, especially potential sports tourists. The preference for clean lake instead of the Santa Claus indicates the potential of Kuopio to be the popular tourism attraction in the near future. Motivations and attitudes of these potential tourists are discussed in Chapter 5.
The thesis is made up of two parts: the theoretical part and the empirical part. The author introduces sports tourism and consumer behaviors in the theory part. In the empirical part, the author conducted a research and quantitative approach was used to collect and analyze the data. The questionnaire was divided in three parts: the demographic part, the questions of sports tourism, and motivators and determinants of traveling to Finland. The scientific methods to analyze the data contain the Mann-Whitney test, Cross-tabulation, and the measures of shape.
The limitations of this study focused on the data collection. Firstly, the author, as one graduating student at Savonia UAS, had no economic resources and relationships to determine the large sampling size. Then, the time was not enough to collect a large number of data. Finally, there were some biases affecting the validity and variability of data during the process of data collection. But the results of that questionnaire were still so valuable as to analyze and even make another marketing research later.
Findings from the quantitative research in the empirical part show that most of potential out-bound tourists in Shanghai are interested in Finland, especially potential sports tourists. The preference for clean lake instead of the Santa Claus indicates the potential of Kuopio to be the popular tourism attraction in the near future. Motivations and attitudes of these potential tourists are discussed in Chapter 5.