Street Marketing in Ruka-Kuusamo
Karaburcak, Deniz (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205067750
https://urn.fi/URN:NBN:fi:amk-202205067750
Tiivistelmä
The objective of this thesis was to gain understanding of the marketing decisions of activity providers in the Ruka-Kuusamo area with a focus on street marketing. Understanding the marketing mindset and applicability of street marketing can aid to improve
Ruka-Kuusamo as a tourism destination in the ever more competitive world.
The theoretical framework was based on defining the concept of street marketing,
Ruka-Kuusamo as a tourism destination and the people who visit the destination. Data
collection of the thesis uses qualitative research method. Interviews were conducted by
interviewing seven service providers and the head of marketing of Ruka-Kuusamo Tourism Association. The interviews were semi-structured including open-ended questions.
The interviews were recorded and decoded for analysis.
The study results showed that companies have varying experiences and motives for doing or abstaining from street marketing. Street marketing was implemented as a way of
communicating company values, collaborating, and differentiating from competition.
The reasons against street marketing included a lack of resources, more suited marketing methods and contentment with the current situation.
Ruka-Kuusamo as a tourism destination in the ever more competitive world.
The theoretical framework was based on defining the concept of street marketing,
Ruka-Kuusamo as a tourism destination and the people who visit the destination. Data
collection of the thesis uses qualitative research method. Interviews were conducted by
interviewing seven service providers and the head of marketing of Ruka-Kuusamo Tourism Association. The interviews were semi-structured including open-ended questions.
The interviews were recorded and decoded for analysis.
The study results showed that companies have varying experiences and motives for doing or abstaining from street marketing. Street marketing was implemented as a way of
communicating company values, collaborating, and differentiating from competition.
The reasons against street marketing included a lack of resources, more suited marketing methods and contentment with the current situation.