Giant Panda Brand Image and Travel Motivation to China
Raudaskoski, Aino (2022)
Raudaskoski, Aino
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060114280
https://urn.fi/URN:NBN:fi:amk-2022060114280
Tiivistelmä
The thesis is commissioned by Snow Panda Education and Research Consortium (SERC) which is a co-operating network consisting of education and research organizations, and companies of which Haaga-Helia University of Applied Sciences is one. The projects of the SERC network include the elements of species conservation, to which the background of the thesis is related. The thesis is quantitative research that aims to understand the giant panda brand image among college students in Finland. Also, the thesis explores the travel motivation to China and considers whether the giant panda brand image has an impact on that. The thesis process started in March 2021 and finished in May 2022.
The theoretical part includes the literature review on the most relevant topics related to branding. Theory also takes a look at the China’s panda diplomacy and giant panda species conservation. The auhtor has compiled a conceptual model based on the reviewed literature.
The empirical part presents the data collection process, the research findings, the conclusion after analysed data, and finally author’s own reflection on the thesis process. The method of this quantitative research is an online survey that is a questionnaire consist-ing of 12 questions. The invitation link to the survey was shared to the target group, that is college students in Finland, in several different distribution channels available to the au-thor. The data collection began in May 2021 and was completed in October 2021.
The results provide insights to better understand how college students in Finland perceive giant panda brand. The results also indicate the level of travel motivation to China among the target group. The conclusion of the study includes recommendations for further re-search, as well as a developmental aspect for the commissioner to enhance the giant panda brand as China’s destination ambassador.
The Harvard referencing style has been used in the thesis.
The theoretical part includes the literature review on the most relevant topics related to branding. Theory also takes a look at the China’s panda diplomacy and giant panda species conservation. The auhtor has compiled a conceptual model based on the reviewed literature.
The empirical part presents the data collection process, the research findings, the conclusion after analysed data, and finally author’s own reflection on the thesis process. The method of this quantitative research is an online survey that is a questionnaire consist-ing of 12 questions. The invitation link to the survey was shared to the target group, that is college students in Finland, in several different distribution channels available to the au-thor. The data collection began in May 2021 and was completed in October 2021.
The results provide insights to better understand how college students in Finland perceive giant panda brand. The results also indicate the level of travel motivation to China among the target group. The conclusion of the study includes recommendations for further re-search, as well as a developmental aspect for the commissioner to enhance the giant panda brand as China’s destination ambassador.
The Harvard referencing style has been used in the thesis.