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Marketing solutions and trends surrounding in MICE tourism industry in Helsinki

Soloveva, Kira; Valkonen, Inka (2022)

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Soloveva_Valkonen.pdf (1.275Mt)
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Soloveva, Kira
Valkonen, Inka
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121228071
Tiivistelmä
Traveling to different destinations around the world with the purpose of achieving business or employment related goals has become a significant part of the modern society, making business tourism a relevant division of tourism industry. Attending a Meeting, Incentive, Conference or an Exhibition is among the most common goals of business tourists. Therefore, MICE tourism industry is still growing but already one of the crucial tourism sectors. 
Destinations worldwide are hosting MICE Tourism activities. However, for the destination to be capable of holding MICE tourism without damaging itself and meeting the wants and needs of business tourists, the town or the city must obtain certain characteristics and implement proper management and marketing. 

The main goal of this report is to suggest improvement solutions in order to improve the marketing development of MICE tourism of Helsinki. The objectives of the work start from the analysis of the current state of the industry in the destination and identification of factors that need improvement, distinctive features, opportunities and threats through the secondary data analysis and one interview, in order to establish marketing opportunities, followed by the discussion of the collected data in application to the theoretical background with the research method close reading. Finally, in the conclusion, based on the collected information, marketing suggestions are presented and explained. 

After the interview and secondary data analysis, the most relevant to the research findings were established. Among the strongest sides of Helsinki, strong network inside the destination, balance of the urban environment and nature in the city and archipelago, infrastructure and the variety of accommodations, transportation methods inside and to the destination, the international environment of the city and many more. Regarding the aspects that require improvement from the marketing perspective, the improvement of the awareness about Helsinki, creation of the proper image of the destination and erosion of the misconceptions regarding the destinations. 

The results of the research has led to the formulation of the following marketing suggestion: actions within the destination are required, particularly regarding marketing strategy, creation of the positive perception about Helsinki and establishing clear picture of Helsinki, creation of marketing channels with the focus on international customer segment, trending strategies, in addition to traditional ones, can open new perspectives and encompass larger group of customers.
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