Marketing strategy to attract Russian-speaking customers and increase direct sales for Raya Divers
Kirillov, Ivan (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420257
https://urn.fi/URN:NBN:fi:amk-2025060420257
Tiivistelmä
In recent years, the COVID-19 pandemic has changed tourist flows. Russian-speaking tourists from Russia and other former Soviet countries make up a significant part of the tourist flow to Phuket and the Kingdom of Thailand. The numbers are growing every year. Despite the rapid growth in demand, diving centres face intense competition and difficulties in increasing their share of direct sales, as a significant proportion of bookings are made through commission-based travel agencies, which reduces the profitability of the business.
The object of this work is to develop recommendations for adapting Raya Divers' marketing strategy to attract Russian-speaking tourists and increase direct sales. To accomplish this task, theoretical aspects of marketing and social networks were studied with a focus on this industry, the current position of the company and external and internal factors were analysed, and specific measures were proposed to improve and adjust the marketing strategy of Raya Divers.
The research revealed that despite the significant share of Russian-speaking tourists, direct sales remain close to zero, and barriers preventing higher direct sales were identified. Specific recommendations were suggested to improve this performance indicator and increase the total number of Russian-speaking customers. The main recommendations were: a more active presence on social media in Russian, including Russian social media; the introduction of new technologies (AI and chatbots); closer cooperation with Russian tourist platforms; Russian search engines optimisation.
The object of this work is to develop recommendations for adapting Raya Divers' marketing strategy to attract Russian-speaking tourists and increase direct sales. To accomplish this task, theoretical aspects of marketing and social networks were studied with a focus on this industry, the current position of the company and external and internal factors were analysed, and specific measures were proposed to improve and adjust the marketing strategy of Raya Divers.
The research revealed that despite the significant share of Russian-speaking tourists, direct sales remain close to zero, and barriers preventing higher direct sales were identified. Specific recommendations were suggested to improve this performance indicator and increase the total number of Russian-speaking customers. The main recommendations were: a more active presence on social media in Russian, including Russian social media; the introduction of new technologies (AI and chatbots); closer cooperation with Russian tourist platforms; Russian search engines optimisation.