Analyzing possibilities for developing Mikkeli racecourse. : How to attract Russian tourists to horse races in Mikkeli?

Abstract

The dynamic growth of Russian tourists visiting Finland encourages companies to pay attention to possible development prospects of new customers, new markets and strategies. The purpose of the research in this thesis is to analyse the prospect of attracting Russian customers to horse races in Finland and, based on the results of research, to determine developing strategy on how to attract Russian tourists to Mikkeli racecourse. At the same time, the main objective of this study is to investigate the general interest of Russian tourists in horse racing and in betting (gambling bets).

Based on the thesis key research question, the study will focus on the existing factors of current status of horse racing sport and betting in Russia as well as the history of races and its further development. The research methodology applied in the study is qualitative method. Data for empirical part for the research were collected using interviews, questionnaires and survey. The objective of the empirical part was to investigate awareness and possible interest to horse racing in Finland and analyse current readiness of racecourse to accept tourists from Russia. This case study will comprehensively create prospective solutions how to attract Russian visitors, improve current situation on the racetracks and determine recommendations for further development of the racetrack in Mikkeli. Results of the study will also benefit the organisations involved in horse race activities in Finland.