Marketing Indochina Luxury and Tailored Tour to Finnish Consumers : Case: Eviva Tour Vietnam
Nguyen, Hanh (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201802062053
https://urn.fi/URN:NBN:fi:amk-201802062053
Tiivistelmä
The primary aim of the thesis is to examine Finnish consumers’ behaviours towards tailored and luxury tours in the Indochina area, as well as finding the best methods to promote tailored luxury tourism products and services. The thesis is commissioned by Eviva Tour Vietnam, a Vietnam based Destination Management Company specialised in high-end, luxury and specialised tours, which are considering entering the Finnish market.
Firstly, the theories regarding luxury and tailored tourism will be examined, and the segmentation of Finnish travellers who might be interested in luxurious tourism services, as well as their attitude, will be explained in detail. Tourism marketing theories in both relations with other businesses and customers would also be presented along with the overview of tourism scenes by using a destination analysis method. Moreover, the commissioner’s backgrounds, characteristics and operational details would be highlighted and considered.
Secondly, the selected approach and methods applied for the research is described. The empirical study used both quantitative and qualitative approaches and practised an online-distributed questionnaire. The limitations of the thesis, clarification of the validity and reliability matters are also considered.
Lastly, the data collected is then organized and analysed by graphical illustrations. The key findings of Finnish luxury tourism consumers’ segmentation, their behaviours and motivations are presented through certain themes. Further suggestions on how to market the commissioner’s products and services are later delivered by the author in accordance with the key results from the empirical study.
Firstly, the theories regarding luxury and tailored tourism will be examined, and the segmentation of Finnish travellers who might be interested in luxurious tourism services, as well as their attitude, will be explained in detail. Tourism marketing theories in both relations with other businesses and customers would also be presented along with the overview of tourism scenes by using a destination analysis method. Moreover, the commissioner’s backgrounds, characteristics and operational details would be highlighted and considered.
Secondly, the selected approach and methods applied for the research is described. The empirical study used both quantitative and qualitative approaches and practised an online-distributed questionnaire. The limitations of the thesis, clarification of the validity and reliability matters are also considered.
Lastly, the data collected is then organized and analysed by graphical illustrations. The key findings of Finnish luxury tourism consumers’ segmentation, their behaviours and motivations are presented through certain themes. Further suggestions on how to market the commissioner’s products and services are later delivered by the author in accordance with the key results from the empirical study.