Opportunities and Threats of E-marketing of the Hotel Sol Tenerife on Russian Market
Zyrina, Ekaterina (2011)
Zyrina, Ekaterina
Saimaan ammattikorkeakoulu
2011
Creative Commons Attribution-NonCommercial 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201104144305
https://urn.fi/URN:NBN:fi:amk-201104144305
Tiivistelmä
The purpose of the present study is to create valuable information for the Spanish hotel Sol Tenerife about characteristics of e-marketing in Russia. The study investigates main opportunities and threats which a foreign hotel has to consider when implementing the Internet marketing strategy in the country. The specifics of Russian travelling market and consumer behaviour are explained.
The theoretical frame for the work is created based on the review of a secondary data concerning general features of the Internet usage and its influence on consumer behaviour. The main characteristics of the Internet usage and Russian traveller profile are described. The empirical part is accomplished with an analysis of the results of the qualitative investigation which was carried out among Russian customers of the Hotel Sol Tenerife. Data was gathered with open interviews and the results were studied following the codifying method.
The thesis was completed by connecting secondary data and the findings of the qualitative investigation. Firstly the major concepts of the subject were studied. Secondly the method of collecting interviews was chosen and the process of leading the investigation was planned. Thirdly the investigation was completed and the results were simplified and analysed. Finally the secondary data and primary data findings were joined together concluding the work.
The paper presents several findings on the subject of e-marketing of individual clients in Russia. The researcher claims that there is a growing interest among Russian citizens in the usage of the Internet services as a source of touristic information. However, there are several threats on the way of development of e-marketing which are language barrier, need of personal advice, visa obtaining difficulties and lack of experience in online booking. The research findings reveal that Russian travellers still need to be educated on the subject of online booking of accommodation services.
The theoretical frame for the work is created based on the review of a secondary data concerning general features of the Internet usage and its influence on consumer behaviour. The main characteristics of the Internet usage and Russian traveller profile are described. The empirical part is accomplished with an analysis of the results of the qualitative investigation which was carried out among Russian customers of the Hotel Sol Tenerife. Data was gathered with open interviews and the results were studied following the codifying method.
The thesis was completed by connecting secondary data and the findings of the qualitative investigation. Firstly the major concepts of the subject were studied. Secondly the method of collecting interviews was chosen and the process of leading the investigation was planned. Thirdly the investigation was completed and the results were simplified and analysed. Finally the secondary data and primary data findings were joined together concluding the work.
The paper presents several findings on the subject of e-marketing of individual clients in Russia. The researcher claims that there is a growing interest among Russian citizens in the usage of the Internet services as a source of touristic information. However, there are several threats on the way of development of e-marketing which are language barrier, need of personal advice, visa obtaining difficulties and lack of experience in online booking. The research findings reveal that Russian travellers still need to be educated on the subject of online booking of accommodation services.