Opportunities for accommodation industry to improve the customer journey for leisure solo travellers
Hoang, Dao (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112424030
https://urn.fi/URN:NBN:fi:amk-2020112424030
Tiivistelmä
The objectives of the study were to understand the solo travellers as a market segment for the accommodation industry and to find opportunities for accommodation industry to improve the customer journey for leisure single travellers. The study was conducted because of the realized market potentials and the author’s interest in solo travelling.
The literature review part of the study was done using secondary data from previous studies, books, journals and articles on solo travellers, customer journey and accommodation industry. Through the literature review, solutions were proposed to be tested afterwards. The empirical part of the study was done using quantitative research method in the form of a survey research. An online, structured and self-administered questionnaire, consisted of the proposed solutions, was sent judgmentally to the target population of leisure solo travellers by social medias. The total of 89 samples were collected and analysed.
The result of the thesis showed that solo traveller is an important customer segment of the accommodation industry. Moreover, easing their concerns while traveling alone was a well-responded approach to improve the leisure solo traveller’s customer journey. Overall, the leisure solo traveller’s customer journey can be improved by improving their touchpoints with the different departments of the accommodation establishment. There are many aspects of the leisure solo traveller’s customer journey that accommodation providing businesses could both improve and take as opportunities.
The literature review part of the study was done using secondary data from previous studies, books, journals and articles on solo travellers, customer journey and accommodation industry. Through the literature review, solutions were proposed to be tested afterwards. The empirical part of the study was done using quantitative research method in the form of a survey research. An online, structured and self-administered questionnaire, consisted of the proposed solutions, was sent judgmentally to the target population of leisure solo travellers by social medias. The total of 89 samples were collected and analysed.
The result of the thesis showed that solo traveller is an important customer segment of the accommodation industry. Moreover, easing their concerns while traveling alone was a well-responded approach to improve the leisure solo traveller’s customer journey. Overall, the leisure solo traveller’s customer journey can be improved by improving their touchpoints with the different departments of the accommodation establishment. There are many aspects of the leisure solo traveller’s customer journey that accommodation providing businesses could both improve and take as opportunities.