A research on Chinese tourists’ consumer behaviour in “Purest Finland”-Lake Saimaa region
Song, Xiongchanyu (2018)
Saimaan ammattikorkeakoulu
2018
Creative Commons Attribution-NonCommercial 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018102916320
https://urn.fi/URN:NBN:fi:amk-2018102916320
Tiivistelmä
This thesis was contacted for the Lappeenranta’s Communications and Market- ing team. The general objective of this research was to solve the main research problem “How to understand Chinese tourists’ consumer behaviour in Lake Saimaa region and how to reach them better in China?” To solve the problem, the organization has to get feedback from Chinese visitors. The author of this thesis organized interviews with Chinese tourists to get the results.
The theoretical part focuses on studying the general tourism consumer behaviour model and the promotion of Lake Saimaa region in Chinese outbound tourism market. The empirical part was implemented by interviews with Chinese tourists who had visited Lake Saimaa region.
As a result of this thesis, all the research questions regarding motivations to visit Lake Saimaa region and factors affecting Chinese tourists’ buying behaviour are answered, and it is recommended to the case company that developing online marketing strategy is the best way to reach Chinese consumers better in Chinese outbound tourism market.
The theoretical part focuses on studying the general tourism consumer behaviour model and the promotion of Lake Saimaa region in Chinese outbound tourism market. The empirical part was implemented by interviews with Chinese tourists who had visited Lake Saimaa region.
As a result of this thesis, all the research questions regarding motivations to visit Lake Saimaa region and factors affecting Chinese tourists’ buying behaviour are answered, and it is recommended to the case company that developing online marketing strategy is the best way to reach Chinese consumers better in Chinese outbound tourism market.