Developing a marketing strategy for promoting Finland to South Korean leisure travelers
Magpantay, Czarina Mae (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023110228474
https://urn.fi/URN:NBN:fi:amk-2023110228474
Tiivistelmä
Finland has been actively promoting itself as an appealing destination for South Korean travelers, aiming to capture their interest and introduce them to experience the uniqueness of Finland. This thesis examines Finland’s marketing strategy for South Korean leisure travelers, focusing on its captivating beauty, pristine nature, and Northern Lights to increase their willingness to travel to Finland.
Furthermore, this thesis investigates South Korean’s preferences and reasons for considering Finland as a travel destination, aiming to enhance Finland’s marketing strategy for improved pro-motional effectiveness.
The theoretical framework emphasizes destination marketing, destination image and impact, and brand awareness to better understand how to upgrade the strategic marketing approach.
In order to do so, the study utilized a quantitative method with both open and close-ended questionnaires, to survey South Korean individuals via social media platforms.
The result of the thesis confirms that South Koreans are positive about traveling to Finland, despite having limited experience and low familiarity with the country. The thesis provides recommendations for strengthening Finland’s promotion as a South Korean travel destination and suggests further research for further improvement.
Furthermore, this thesis investigates South Korean’s preferences and reasons for considering Finland as a travel destination, aiming to enhance Finland’s marketing strategy for improved pro-motional effectiveness.
The theoretical framework emphasizes destination marketing, destination image and impact, and brand awareness to better understand how to upgrade the strategic marketing approach.
In order to do so, the study utilized a quantitative method with both open and close-ended questionnaires, to survey South Korean individuals via social media platforms.
The result of the thesis confirms that South Koreans are positive about traveling to Finland, despite having limited experience and low familiarity with the country. The thesis provides recommendations for strengthening Finland’s promotion as a South Korean travel destination and suggests further research for further improvement.