Opportunities in Nordic Traveller Market for Kichwa Peru
Männistö, Enni (2018)
Haaga-Helia ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018081414501
https://urn.fi/URN:NBN:fi:amk-2018081414501
Tiivistelmä
This thesis focuses on researching the customer profile of the Nordic tourists now and in the future. The aim is to provide information package of the Nordic outbound tourists and present concrete suggestions and recommendations to better enter and later thrive in the Nordic travel market. The commissioner of this thesis was Kichwa Peru, an international tour operator based in Lima, Peru.
This research-based thesis consists of two main parts: the theoretical framework, and the empirical research. The theoretical framework consists of theories of travel motivation and tourist behaviour, the customer profile of Nordic traveller now and in the future, as well as global megatrends and future forecast in the tourism industry. Furthermore, an outlook on the Nordic travel trends and Nordic travellers in Peru are presented. Also, a short description of tourism in the Andean Republics and Peru is introduced. The information has been obtained from several sources including books, academic journals, articles and web pages.
The empirical research is executed based on the theoretical findings of Nordic travellers as well as a qualitative content analysis of the marketing material and web page of Kichwa Peru. The aim was to research if Kichwa’s tour offering and general image suit the preferences and needs of a Nordic tourist. By analysing the materials and theory using qualitative content analysis the common themes are found and discussed.
The results of this thesis are that Kichwa can be considered suitable for Nordic tourists, as the main themes both on supply and demand side are rather similar. However, there are possibilities for Kichwa to ensure a better positioning in the Nordic outbound market by developing their products and marketing content. The possible improvement suggestions for the commissioner are presented in the final part of the thesis.
This research-based thesis consists of two main parts: the theoretical framework, and the empirical research. The theoretical framework consists of theories of travel motivation and tourist behaviour, the customer profile of Nordic traveller now and in the future, as well as global megatrends and future forecast in the tourism industry. Furthermore, an outlook on the Nordic travel trends and Nordic travellers in Peru are presented. Also, a short description of tourism in the Andean Republics and Peru is introduced. The information has been obtained from several sources including books, academic journals, articles and web pages.
The empirical research is executed based on the theoretical findings of Nordic travellers as well as a qualitative content analysis of the marketing material and web page of Kichwa Peru. The aim was to research if Kichwa’s tour offering and general image suit the preferences and needs of a Nordic tourist. By analysing the materials and theory using qualitative content analysis the common themes are found and discussed.
The results of this thesis are that Kichwa can be considered suitable for Nordic tourists, as the main themes both on supply and demand side are rather similar. However, there are possibilities for Kichwa to ensure a better positioning in the Nordic outbound market by developing their products and marketing content. The possible improvement suggestions for the commissioner are presented in the final part of the thesis.