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The development of Lost in Kajaani event for Russian adventurists

Safrutin, Ilia (2015)

 
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Development_of_Lost_in_Kajaani_event_for_Russian_adventurists.pdf (912.0Kt)
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Safrutin, Ilia
Kajaanin ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060211876
Tiivistelmä
The growth of interest in adventurous activities in the 20th and 21st centuries has led to the emergence of new tourism niche known as adventure tourism. This area includes diverse adventure products. However, this Bachelor’s thesis is focusing only on the adventure races (ad., r.). To be more concrete, the purpose of this research is the development of Lost in Kajaani ad., r. for Russian adventurists. The need for this arose from the desire of the event organisers to develop a truly international race.

The theoretical part of the thesis focuses on adventure tourism and tourist concepts, lifestyle and life cycle concepts. At first, the information regarding the adventure tourism is presented, including Conventionality, Adventure quadrants, the Components of Adventure, Hard and Soft adventure, Dichotomies within Adventure tourism. Then comes the data regarding adventure tourist such as adventure tourist motivation, behaviour, size of the adventure market, global profile of adventure tourist. Finally, lifestyle and life cycle theory is presented: consumer lifecycle, age groups within adventure tourism, lifestyle frameworks, and stages of human life cycle. All the data used in the theoretical section is collected from literature and previous researches.

The Research part was accomplished using a quantitative survey, Hofstede’s cultural dimensions analysis and similar event research. All three tools were applied to gain the detailed picture of Russian adventurist behaviour, lifestyle, demographics and service needs in order to make a proper marketing plan and any required adjustments in the organisation of the race in a way that would make Russian adventurists take part in the race.

In conclusion, the Hofstede analysis revealed that there are some mentality differences between Russians and Finns but they can be overcome by learning the Russian culture, informing Russians about Finnish culture and the race rules. The similar event analysis showed that there are many similar ad., r. in Russia. The most similar ad, .r. is Red Fox. The most used marketing channels are Facebook, Vkontakte, and official sites of the races. The survey (n: 116) shed light on the Russian adventurist profile: 21-35 years old, both genders, no income or 21-40 thousand rubles, location: St. Petersburg, activities: hiking or running. The Most popular Russian brands are Red Fox and Demix. The most used marketing channels are Vkontakte, Facebook, Youtube, and Instagram.
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