Developing International Marketing for a Geopark Packaged Tour for the Hong Kong market
Chen, Jing; Wong, Hoi Ki (2012)
Chen, Jing
Wong, Hoi Ki
Oulun seudun ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012071113032
https://urn.fi/URN:NBN:fi:amk-2012071113032
Tiivistelmä
The development of international tourism does not only show in the increasing number of international tourists but also in the diversified and specialized destinations. The thesis commissioner is Rokua Geopark in Oulu, Finland who is cooperating with other Nordic geoparks in developing international marketing of a Nordic geopark tour for Hong Kong market.
The objective of the thesis is to find out possible marketing mix operations and also the features of potential customer group for the tour. The theoretical part was focused on marketing mix (traditional four Ps plus three other Ps) in tourism industry and consumer behavior in tourism including tourist segmentation. Most of the references were from printed literatures and some were electronic resources.
The research method was qualitative, including an in-depth interview with the thesis commissioner, an email interview with an eco-travel agency in Hong Kong, and a desktop research of a successful Kenya nature based tour for the Hong Kong market. The research results illustrated some important features of people in Hong Kong who like nature based tour and also showed a general picture of the marketing operations of a nature based tour for the Hong Kong market, which provided insights to the Nordic geopark tour.
The objective of the thesis is to find out possible marketing mix operations and also the features of potential customer group for the tour. The theoretical part was focused on marketing mix (traditional four Ps plus three other Ps) in tourism industry and consumer behavior in tourism including tourist segmentation. Most of the references were from printed literatures and some were electronic resources.
The research method was qualitative, including an in-depth interview with the thesis commissioner, an email interview with an eco-travel agency in Hong Kong, and a desktop research of a successful Kenya nature based tour for the Hong Kong market. The research results illustrated some important features of people in Hong Kong who like nature based tour and also showed a general picture of the marketing operations of a nature based tour for the Hong Kong market, which provided insights to the Nordic geopark tour.