Millennials' opinion on Supplementary Programs around Corporate Events
Leppänen, Henna (2017)
Leppänen, Henna
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060913097
https://urn.fi/URN:NBN:fi:amk-2017060913097
Tiivistelmä
In a few years the Millennials are becoming the generational majority at the workplaces. The differences in their values and motivations compared to previous generations has changed the business travel and corporate event industry. This generational group is more alike to turn leisure activities into networking opportunities and business trips into holidays than the previous generations. The Millennials’ desire to blur the lines between business and leisure has generated a new phenomenon called bleisure. Supplementary programs organized around corporate events are one way of combining leisure elements to business activities.
The aim of the thesis is to collect information from the Millennials living in Northern Europe on their expectations, wishes and motivation towards the supplementary programs organized around corporate events. The primary data was collected by using a quantitative survey shared to the target group on Facebook. The survey reached 60 respondents in total of which the majority were Finnish, German and Swedish.
The commissioner of the thesis is The Travel Experience. The Travel Experience is a destination management company and incoming agency based in Helsinki, Finland. They are specialized in organizing international events and incentive trips in Finland, Sweden and St. Petersburg. The results of the study offer The Travel Experience Company valuable insight of one of their customer groups– the Millennials.
The key findings of the study show that Millennials value supplementary programs which offer networking opportunities and create added value to the corporate events. The study indicates that Millennials can be motivated to attend more corporate events by using supplementary programs. The respondents would also be willing to pay for supplementary programs which offer memorable experiences and add value to the corporate event.
The aim of the thesis is to collect information from the Millennials living in Northern Europe on their expectations, wishes and motivation towards the supplementary programs organized around corporate events. The primary data was collected by using a quantitative survey shared to the target group on Facebook. The survey reached 60 respondents in total of which the majority were Finnish, German and Swedish.
The commissioner of the thesis is The Travel Experience. The Travel Experience is a destination management company and incoming agency based in Helsinki, Finland. They are specialized in organizing international events and incentive trips in Finland, Sweden and St. Petersburg. The results of the study offer The Travel Experience Company valuable insight of one of their customer groups– the Millennials.
The key findings of the study show that Millennials value supplementary programs which offer networking opportunities and create added value to the corporate events. The study indicates that Millennials can be motivated to attend more corporate events by using supplementary programs. The respondents would also be willing to pay for supplementary programs which offer memorable experiences and add value to the corporate event.