Finnish Customer Expectations in Senior Residences on Costa del Sol, Spain : Case: Villa Aurora Company
Bao Tran Le, Hoai (2015)
Bao Tran Le, Hoai
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505066245
https://urn.fi/URN:NBN:fi:amk-201505066245
Tiivistelmä
The number of senior citizens in Finland has been increasing for decades, and this trend is predicted to continue due to the aging of Finnish baby-boom generations. The rise of aging population leads to the increase of demand in living places for senior people. At the same time, more Finnish retirees choose Spain as a destination for their retirement holidays, especially in winter. Another fact is that the hotels in Spain have low occupancy rates during winter. Therefore converting hotels into senior residences, particularly in low season, is likely a solution to maximize hotel facility utility and provide more comfortable living places for Finnish senior people.
Throughout this study, the deductive approach is applied with the assistance of qualitative method. The primary data is obtained from interviews with Finnish potential customers and with the director of the case company, and from communications via e-mails with senior residences in Spain. The secondary data is collected from books, journals, previous studies, and reliable Internet sources.
The research’s aim is to assist the case company to improve their knowledge about the Finnish market for their new business, senior residences services. In this case, the research provides the findings about Finnish customer expectations towards senior residences. All analyses and recommendations have managed to achieve the research’s objectives and can benefit later researches as a trusted study source. The conclusion is that Finnish customers have various expectations in senior residences in Spain regarding different aspects from services, facilities to locations, staff and price. Further research is necessary to study pricing issues as well as other groups of potential customers.
Throughout this study, the deductive approach is applied with the assistance of qualitative method. The primary data is obtained from interviews with Finnish potential customers and with the director of the case company, and from communications via e-mails with senior residences in Spain. The secondary data is collected from books, journals, previous studies, and reliable Internet sources.
The research’s aim is to assist the case company to improve their knowledge about the Finnish market for their new business, senior residences services. In this case, the research provides the findings about Finnish customer expectations towards senior residences. All analyses and recommendations have managed to achieve the research’s objectives and can benefit later researches as a trusted study source. The conclusion is that Finnish customers have various expectations in senior residences in Spain regarding different aspects from services, facilities to locations, staff and price. Further research is necessary to study pricing issues as well as other groups of potential customers.