Developing Traveller Personas for TravelMe Suomi Oy: Enhancing Sri Lanka Tour Planning for Finnish Travellers

Abstract

The aim of this thesis was to develop detailed traveller personas for TravelMe Suomi Oy. The purpose was to identify and analyse the characteristics, motivations, travel behaviours, and expectations of Finnish travellers who are likely to travel to Sri Lanka. The study also aimed to assist the company in diversifying its offerings by creating a market-defined tour product that addresses the needs of Finnish customers.

The design of the personas involved a comprehensive development process that considered the needs, motivations, and behavioral patterns of Finnish travelers visiting Sri Lanka. The theoretical framework was based on tourism product development, travel motivation theory, consumer behavior studies in tourism, and factors affecting destination selection for long-haul travel.

Personas were created based on the preferences of Finnish travelers, and a quantitative survey was conducted with a sample of the Finnish population aged 25 to 65 and older. The key findings indicated that Finnish travelers place significant importance on nature experiences, cultural authenticity, comfort, safety, flexibility, and transparent pricing when selecting Sri Lanka as a destination. Other relevant themes included accommodation and food options, transportation expectations, and interests in soft adventure and culture.

These preferences were directly translated into the design factors of the tour product, contributing to traveler satisfaction and helping TravelMe Suomi Oy position Sri Lanka as an attractive and competitive destination, as highlighted in the analysis. With these insights, personas were developed, along with suggestions for refining the products, enhancing marketing communication, and supporting long-term market entry.

The commissioner acknowledged the results, and the personas designed are expected to be beneficial in launching new travel routes for Finnish travelers and in expanding their overall market reach.