British tourists in Rovaniemi region : Market Research on attracting overnight tourists from UK
Lökfors, Kira (2015)
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505198902
https://urn.fi/URN:NBN:fi:amk-201505198902
Tiivistelmä
Rovaniemi, located over 800km north from Helsinki, is the biggest city in the Finnish Lapland. The city has been named “The Official Hometown of Santa Claus”. The aim of this study is to gain more knowledge whether there is a market for longer tours to Rovaniemi from the United Kingdom. As well as, what could Rovaniemi do to attract more British tourists, especially during the Christmas season.
The theoretical scope provides information about Rovaniemi as a tourist destination, as well as the history and current situation of Christmas as a tourism product. Brittish tourism behaviour includes the definition of customer behaviour in general, customer behaviour in tourism and reasons and possibilities of Finnish Lapland as a destination for British tourists.
The market research is the main method of the thesis while netnography was chosen as the research strategy. The chapters include information of both, method and research strategy, and about the progress in general.
Results were not as conclusive as wished for, due to various problems while researching online and with no willingness from the Thomson Holidays or TripAdvisor users to response to sent emails and messages. The results were gathered using netnography in TripAdvisor and researching the Thomson Holidays pages and feedbacks.
The theoretical scope provides information about Rovaniemi as a tourist destination, as well as the history and current situation of Christmas as a tourism product. Brittish tourism behaviour includes the definition of customer behaviour in general, customer behaviour in tourism and reasons and possibilities of Finnish Lapland as a destination for British tourists.
The market research is the main method of the thesis while netnography was chosen as the research strategy. The chapters include information of both, method and research strategy, and about the progress in general.
Results were not as conclusive as wished for, due to various problems while researching online and with no willingness from the Thomson Holidays or TripAdvisor users to response to sent emails and messages. The results were gathered using netnography in TripAdvisor and researching the Thomson Holidays pages and feedbacks.