From Improving Travel Experience to Increasing Visit Quantity: A Study of Jyväskylä Place Marketing based on Chinese Tourist Expectation
Huang, Lijia (2020)
Huang, Lijia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051511603
https://urn.fi/URN:NBN:fi:amk-2020051511603
Tiivistelmä
The intention of this paper is to determine the main directions that Jyväskylä can develop and do the place marketing through analyzing the insight of the Chinese people’s perception of this city. The other goal is to rise the visiting quantity of Chinese tourists. The study was carried out using qualitative research. There were 3 focus group interviews and 14 individual interviews were taken. The research direction followed Kotler's Strategic place marketing model and the research on seven themes which were filtered from focus group interviews (e.g., food, accommodation, shopping, transportation, entertainment and events, tourist spots, and tour guide and tour routes). The data capture tool and analysis tool adopted Webropol 3.0 and NVivo 11.
The findings showed that Chinese tourists wish to receive more tour route options by customization design; the tourist resources of Jyväskylä should be merged with other elements, in order to create some new attracting points for attracting more Chinese tourists' attention in the future. This study contributed references for place marketing that was adjusted based on tourist expectations. These findings can be used as simple advice for the city managers and designers of the city of Jyväskylä or the other cities within similar condition.
The findings showed that Chinese tourists wish to receive more tour route options by customization design; the tourist resources of Jyväskylä should be merged with other elements, in order to create some new attracting points for attracting more Chinese tourists' attention in the future. This study contributed references for place marketing that was adjusted based on tourist expectations. These findings can be used as simple advice for the city managers and designers of the city of Jyväskylä or the other cities within similar condition.