What are the reasons for the low number of Russian travellers to Gran Canaria?
Salnikova, Daria; Arbatska, Natalja (2014)
Kajaanin ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121620110
https://urn.fi/URN:NBN:fi:amk-2014121620110
Tiivistelmä
The main objective of the thesis was to analyse the Russian tourism market in Gran Canaria. The observations showed that at the moment there are a low number of Russian travellers on the island. Therefore, this thesis accomplishes a deep investigation of possible reasons and factors that influence low demand and interest of Russian tourists in visiting this particular destination.
The theoretical background includes general information about Gran Canaria and its attractions. Moreover, the promotional tools and transportation issues that affect the destination selection process were discussed. In order to investigate the Russian customer’s buyer behaviour, two models were used with the aim to support the research problem and analyse what the external, and internal factors that have a significant role in the decision making process are.
The study is based on the qualitative research that includes two interviews with potential Russian customers and tour agencies. The reason for conducting the two questionnaires is the high interconnection between these two groups. Therefore, it was important to examine both customers’ and marketers’ perspectives, which show an interesting contrast concerning their opinion.
The results of the investigation demonstrated that at the present time the collapse of several tour operators caused the change in Russian travellers’ buyer behaviour. The questionnaire conducted among the clients underlined the preference towards the organisation the trip independently, despite the fact that some years ago the majority of the tourists did not consider booking the holidays without the tour operators’ assistance. This change might have a positive effect on the increase of Russian tourism in Gran Canaria, due to the fact that the vacation in this destination has to be organized individually. However, the issues such as no charter provision, current Russian government policy, which is directed towards domestic tourism development and economical instability, are the main obstacles in development of Russian tourism in Gran Canaria.
The theoretical background includes general information about Gran Canaria and its attractions. Moreover, the promotional tools and transportation issues that affect the destination selection process were discussed. In order to investigate the Russian customer’s buyer behaviour, two models were used with the aim to support the research problem and analyse what the external, and internal factors that have a significant role in the decision making process are.
The study is based on the qualitative research that includes two interviews with potential Russian customers and tour agencies. The reason for conducting the two questionnaires is the high interconnection between these two groups. Therefore, it was important to examine both customers’ and marketers’ perspectives, which show an interesting contrast concerning their opinion.
The results of the investigation demonstrated that at the present time the collapse of several tour operators caused the change in Russian travellers’ buyer behaviour. The questionnaire conducted among the clients underlined the preference towards the organisation the trip independently, despite the fact that some years ago the majority of the tourists did not consider booking the holidays without the tour operators’ assistance. This change might have a positive effect on the increase of Russian tourism in Gran Canaria, due to the fact that the vacation in this destination has to be organized individually. However, the issues such as no charter provision, current Russian government policy, which is directed towards domestic tourism development and economical instability, are the main obstacles in development of Russian tourism in Gran Canaria.