Finland as a Summer Destination
Rosengren, Jasmin (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112229413
https://urn.fi/URN:NBN:fi:amk-2024112229413
Tiivistelmä
This thesis explores Finland’s appeal as a summer destination for young international travellers aged 18 to 25. The main purpose and objectives are to find the reasons and motivation on why international travellers aged 18 to 25 want to travel to Finland, how they feel about Finland as a summer destination, how Finnish summer fits into their motivations, and how to advertise Finland as a summer destination.
This thesis is a research based one, which uses the help of a questionnaire sent to international travellers of Satakunta University of Applied Sciences. The methodology is a mixed-method approach, mostly focusing on quantitative research, which in turn helps in analysing and understanding the data gathered from the participants from the questionnaire sent. Qualitative research methods, provide deeper insights and contextual understanding to the literature used.
The results reveal that Finland is perceived as a cold and expensive country, which is hard to travel to due to the distance and/or cost. Most perceived Finland as a winter destination, due to it being advertised as such. However, Finland has a great education system, which attracts young international students. Nature and Lapland were brought up multiple times as the main selling points of Finland. Overall, Finland is a safe destination and the happiest country in the worlds, which makes it easier for travellers to come to Finland, no matter the time of the year.
Although Finland is seen as a safe and happy country, misconceptions about it being a cold country year-round could dissuade summer tourists from choosing Finland as destination. Promoting Finland’s affordable choices and warmer summer weather could increase its appeal as a summer destination.
This thesis is a research based one, which uses the help of a questionnaire sent to international travellers of Satakunta University of Applied Sciences. The methodology is a mixed-method approach, mostly focusing on quantitative research, which in turn helps in analysing and understanding the data gathered from the participants from the questionnaire sent. Qualitative research methods, provide deeper insights and contextual understanding to the literature used.
The results reveal that Finland is perceived as a cold and expensive country, which is hard to travel to due to the distance and/or cost. Most perceived Finland as a winter destination, due to it being advertised as such. However, Finland has a great education system, which attracts young international students. Nature and Lapland were brought up multiple times as the main selling points of Finland. Overall, Finland is a safe destination and the happiest country in the worlds, which makes it easier for travellers to come to Finland, no matter the time of the year.
Although Finland is seen as a safe and happy country, misconceptions about it being a cold country year-round could dissuade summer tourists from choosing Finland as destination. Promoting Finland’s affordable choices and warmer summer weather could increase its appeal as a summer destination.