Students as a marketing segment for travel agencies

Abstract

The main goal of the thesis was to find out the main decision making factors and motives, when a student, the Internet generation is the actual client that chooses the vacation. The students are classified into Generation Y based on their year of birth and the Generation Y-phenomena place the key role in this thesis. This thesis was conducted for the travel agency Matkapojat Ltd. In order to build up the theoretical framework, data about marketing, Generation Y and customer behavior was gathered. The main method of this Thesis was creating the survey made by Digium that was send to all of the students of JAMK. The results were analyzed based on the survey answers and it helped to discover the actual needs, values, expectations, experiences (previous travels), price and interests-the main factors when a Student is buying and choosing the particular trip or product.The results of the survey came as expected. It came out that the students mostly travel with their friends or partners. The main highlights are travelling once per year to a chosen destination. The motives for travel include the actual need of a vacation, new cultures, studies, activities in the destination and price. The survey is attached in the Appendices, at the end of the thesis.