How to attract more Vietnamese tourists to Finland?: case: Bitour, A Travel Agency in Vietnam

Abstract

The purpose of this study was to assist a Vietnamese tourist company in developing a marketing plan to attract more Vietnamese tourists to Finland.

Quantitative and qualitative research methods were applied. A survey was carried out that received fifty responses.

The survey results indicated that most respondents were decision-makers, while the rest of the respondents mainly relied on the recommendations of their friends when searching for, and comparing information. Research also proved that location played an important role in deciding, followed by tour program and price. Regarding Finland, respondents did not visit the country due to limited knowledge about it and a lack of interesting tour programmes. Meanwhile, respondents were attracted to the country for its reputation as a hub for education and for being the happiest country in the world.

In order to attract more Vietnamese tourists to Finland, the author suggests that Bitour should focus on the unique elements of the destination through a digital marketing plan that emphasizes the aspect of “back to nature”. Bitour can work with local businesses and Visit Finland to provide an attractive tour programme that appeals to customers, especially women.