PLACE MARKETING: CASES SHANGHAI AND HELSINKI
Bei, Jiafang (2014)
Kymenlaakson ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201405188431
http://urn.fi/URN:NBN:fi:amk-201405188431
Tiivistelmä
Place marketing is a booming business mode through the world owing to its huge profit and potential. More and more destinations, cities, even companies use different kinds of marketing strategies to attract or keep tourists.
The aim of the thesis is to both identify appropriate marketing methods of developing Chinese and Finnish place marketing, and analyze the competitive factors which can influence the place marketing.
The thesis adopts a qualitative research methodology. Specifically, two cases analysis will be involved. In this regard, the main target group is tourists. By analyzing the tourists’ perspectives and correlating related data, final suggestions and conclusions are made.
The conclusion indicates that compared with the Shanghai and Helsinki tourism market, utilizing different tourism category is more suitable for Shanghai; Helsinki tourism, for its part, can use the excellent city image to appeal tourists. Both cities should utilize social networks more widely between the tourists.
The aim of the thesis is to both identify appropriate marketing methods of developing Chinese and Finnish place marketing, and analyze the competitive factors which can influence the place marketing.
The thesis adopts a qualitative research methodology. Specifically, two cases analysis will be involved. In this regard, the main target group is tourists. By analyzing the tourists’ perspectives and correlating related data, final suggestions and conclusions are made.
The conclusion indicates that compared with the Shanghai and Helsinki tourism market, utilizing different tourism category is more suitable for Shanghai; Helsinki tourism, for its part, can use the excellent city image to appeal tourists. Both cities should utilize social networks more widely between the tourists.