Target marketing of SantaPark to American tourists

Abstract

The objective of the study was to examine the target market of American tourists. The specific focus shifted to uncovering commonalities in preferences of the segment of American families. The preferences were limited to the Finnish theme park SantaPark Arctic World. In the theoretical chapters works by marketing luminaries were introduced. The framework of the target marketing model was examined closely. The study relied on qualitative research methods. Semi-structured interviews were chosen for data collection purposes. The interviews were conducted using video-conferencing. Thematic content analysis was used for interview transcript analysis. The results present common preferences of the target market. The findings suggest a correlation with qualitative segmentation variables. Recommendations were made to SantaPark on the practical marketing applications of the insights.