Exploring the Expectations, Preferences, and Decision-Making Factors of Chinese Customers in Finnish Educational Tourism: Practical Suggestions for Arctic Nest
Lu, Ying (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025110627250
https://urn.fi/URN:NBN:fi:amk-2025110627250
Tiivistelmä
This study was commissioned by Arctic Nest company, who offers educational tourism program in Paljaaka, Kainuu, Finland. It explores the expectations, preferences, and decision-making factors of Chinese educational travellers in relation to Finnish educational tourism. The purpose of the research is to provide actionable recommendations for future marketing strategies and product development by enhancing knowledge of educational tourism and the Chinese educational tourism market.
The theoretical framework draws on literature about educational tourism to define the concept, a general model of tourism decision-making to explain the purchasing process, SERVQUAL theory to assess the quality of tourism products and the importance of meeting customer expectations, and customer preference theory to examine cultural influences.
The research employed a qualitative methodology, using semi-structured interviews and thematic analysis. Three participants were interviewed. The findings indicate that Chinese travellers’ expectations combine respect for Finnish pedagogy with interest in environmental and lifestyle aspects. Their main preferences include Chinese food options and nature-based activities. Decision-making factors were found to involve social media, institutional and governmental support, and parental influence.
The theoretical framework draws on literature about educational tourism to define the concept, a general model of tourism decision-making to explain the purchasing process, SERVQUAL theory to assess the quality of tourism products and the importance of meeting customer expectations, and customer preference theory to examine cultural influences.
The research employed a qualitative methodology, using semi-structured interviews and thematic analysis. Three participants were interviewed. The findings indicate that Chinese travellers’ expectations combine respect for Finnish pedagogy with interest in environmental and lifestyle aspects. Their main preferences include Chinese food options and nature-based activities. Decision-making factors were found to involve social media, institutional and governmental support, and parental influence.