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Promotional Tools for Attracting Russian Customers in the Hospitality Business : Case: Olgarto Oy / Hostelli Hermanni

Maslova, Elena (2014)

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Maslova, Elena
Savonia-ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405117086
Tiivistelmä
The objectives of this thesis project were to describe features of the marketing mix and its elements (product, price, place, and promotion), to define the significant characteristics of the hospitality business, and to determine the most appropriate promotional strategy to attract Russian customers for Hostelli Hermanni. It was also essential to explore the current situation in the hostel according to customers’ and the manager’s opinions.

The working process was divided into two parts: theoretical and practical. Firstly, the theoretical part consisted of collecting information about the marketing mix, marketing process, and promotion from studies of researchers and experts. There were used different academic articles from journals related to the hospitality business and study books. The obtained information was analyzed and major points were identified. Secondly, the practical part included such research methods as a survey (questionnaire) and an interview. A questionnaire was organized to gather data from Russian customers arrived at Hostelli Hermanni (Kuopio, Finland). After analyzing the results, there was conducted an interview with the manager of Hostelli Hermanni. It was obtained information about the current promotional strategy and future plans. Finally, all the gathered data were analyzed and compared, and a plan of future development was created and presented to the manager of Hostelli Hermanni.

The study results indicate the essential characteristics of the marketing mix and elements, and the diversity of promotional tools for attracting clients and increasing profitability. It was discovered that Russian customers are mostly satisfied with the provided services. It was also determined that the current promotional strategy in Hostelli Hermanni is effective; however, there can be applied also other special techniques to attract Russian customers. It was designated which innovations should be initiated in order to become more successful and attractive for Russian guests.
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