Marketing Repovesi National Park to companies
Le, Thu Thao (2015)
Kymenlaakson ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2015081514004
http://urn.fi/URN:NBN:fi:amk-2015081514004
Tiivistelmä
The objective of the thesis is to create a service package for organizational customers of Repovesi national park and suggest the appropriate marketing communication methods to promote the package. The purpose is to solve the problem of Repovesi national park’s low yielding profit compared to other national parks in Southern Finland despite having the highest number of visitors.
Previous researches on visitors and the operation of tourism businesses in the area as well as different theories on B2B and tourism marketing were studied. Interviews with 3 tourism entrepreneurs in the area were conducted to gather empirical data suggesting components of the package and appropriate marketing communication methods.
The final results of the thesis proposed a new service package for organizational customers and the most effective methods of marketing the package. In essence, the package is designed to appeal to organizational customers visiting in the summer, for a period of 1-2 days. Personal selling, direct marketing, sales promotion, Internet and mobile marketing emerge as suitable methods of communication to organizational customers.
Previous researches on visitors and the operation of tourism businesses in the area as well as different theories on B2B and tourism marketing were studied. Interviews with 3 tourism entrepreneurs in the area were conducted to gather empirical data suggesting components of the package and appropriate marketing communication methods.
The final results of the thesis proposed a new service package for organizational customers and the most effective methods of marketing the package. In essence, the package is designed to appeal to organizational customers visiting in the summer, for a period of 1-2 days. Personal selling, direct marketing, sales promotion, Internet and mobile marketing emerge as suitable methods of communication to organizational customers.