Finns` image of Bulgaria as a travel destination
Mehtomaa, Sindi (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120735173
https://urn.fi/URN:NBN:fi:amk-2023120735173
Tiivistelmä
The topic of this thesis is Finns' image of Bulgaria as a travel destination. The primary goal of this thesis research is to find out how Finns' see Bulgaria as a tourist destination and why they want to travel there. Tjäreborg is the commissioner of this thesis. The theoretical framework of the thesis consisted topics: The formation of the image of the travel destination, customer behavior and travel motivation, marketing of the travel destination and Bulgaria as a travel destination.
A quantitative approach using questionnaire has been used in this thesis research. The questionnaire was sent to the Tjäreborg customer panel and it reached 2 576 responses. The research showed that Finns mainly have an image of Bulgaria as an affordable and potential travel destination that functions as a good beach holiday destination thanks to its suitable climate. Factors related to the safety of the travel destination came up as a concern among the respondents. Based on the results, the respondents choose Bulgaria as a travel destination because it is affordable and it is a good beach holiday destination.
Based on the answers, better travel packages can be tailored that meet the preferences and expectations of the target audience. In addition, new marketing strategies can be created that use Finns' positive images and preferences.
A quantitative approach using questionnaire has been used in this thesis research. The questionnaire was sent to the Tjäreborg customer panel and it reached 2 576 responses. The research showed that Finns mainly have an image of Bulgaria as an affordable and potential travel destination that functions as a good beach holiday destination thanks to its suitable climate. Factors related to the safety of the travel destination came up as a concern among the respondents. Based on the results, the respondents choose Bulgaria as a travel destination because it is affordable and it is a good beach holiday destination.
Based on the answers, better travel packages can be tailored that meet the preferences and expectations of the target audience. In addition, new marketing strategies can be created that use Finns' positive images and preferences.