Bleisure in Helsinki
Travis, Sean (2023)
Travis, Sean
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202303163687
https://urn.fi/URN:NBN:fi:amk-202303163687
Tiivistelmä
Bleisure has been around for some time now, but it has not been so deeply studied as other forms of tourism. This thesis attempts to understand bleisure in Helsinki specific to international congresses and from what has already been written about it. The outcome of the research conducted would discover new marketing strategies that could be used by Helsinki and its stakeholders to better attract international delegates to stay longer in Helsinki. A blend of qualitative and quantitative methods was used throughout the research.
This was done through researching Helsinki as a congress destination and competition destinations, conducting interviews with experts in the field of MICE travel, benchmarking different congress destination marketing, and surveying international delegates at congress events.
The target group for this thesis is international delegates that attend congresses in Helsinki. The survey was answered by fifty congress attendees from four different congresses. Though there were Finnish people that answered the survey, some insight was revealed from the results of the survey.
Findings on the results for the survey will be discussed and have visual representation of the division of answers. Benchmarking from three congresses is presented and the differences that were found from them.
Suggestions for those that this research can benefit will be explained as well as how this research could be continued. This thesis’ time constraints, narrow focus, and lack of resources will not lead to any new discoveries or insights, but it has been educational and can teach those who are not familiar with bleisure.
Conclusion will be discussed and suggestions on what should have been done differently, as well as what could be done in the future to continue such research. A self-reflection of what the author has learned.
This was done through researching Helsinki as a congress destination and competition destinations, conducting interviews with experts in the field of MICE travel, benchmarking different congress destination marketing, and surveying international delegates at congress events.
The target group for this thesis is international delegates that attend congresses in Helsinki. The survey was answered by fifty congress attendees from four different congresses. Though there were Finnish people that answered the survey, some insight was revealed from the results of the survey.
Findings on the results for the survey will be discussed and have visual representation of the division of answers. Benchmarking from three congresses is presented and the differences that were found from them.
Suggestions for those that this research can benefit will be explained as well as how this research could be continued. This thesis’ time constraints, narrow focus, and lack of resources will not lead to any new discoveries or insights, but it has been educational and can teach those who are not familiar with bleisure.
Conclusion will be discussed and suggestions on what should have been done differently, as well as what could be done in the future to continue such research. A self-reflection of what the author has learned.