Increasing Israel’s awareness as a holiday destination among Finnish Christian young adults through marketing communications
Ketola, Jarkko (2013)
Ketola, Jarkko
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201303253633
https://urn.fi/URN:NBN:fi:amk-201303253633
Tiivistelmä
This thesis examined promotional methods to market Israel as a holiday destination to the Finnish Christian young adults aged 18-27. The objective of the thesis was to discover credible ways to raise awareness and knowledge of Israel as a holiday destination among the chosen target group through marketing practices. The study was commissioned by the Israel Ministry of Tourism for the Nordic Countries. This is the first time a marketing research has been carried out among the Finnish young adults for the commissioning party, thus this thesis project was needed.
The type of study carried out was a research-oriented thesis. The theoretical framework consists of information about Israel as a holiday destination, theory about marketing and planning integrated marketing communication. Additionally, secondary research information obtained from a research company called “15/30 Research” on the consumer behavior of Finnish young adults is presented.
The empirical part consisted of quantitative research. An online survey was conducted in order to obtain information about travelling habits, images and attitudes about Israel, and about marketing communications channels/media among Finnish Christian young adults. These results were used as the primary source of information in this research project.
Results indicated that there is a clear interest in the target group towards visiting Israel. However, there appears to be lack of knowledge on what the land has to offer as a versatile holiday destination, decreasing attractiveness of the land. Also, there seems to be lack of knowledge about Israel in terms of Biblical perspective among the target group, which influences negatively on the target group’s passion to visit the country. Creation of a website and Facebook page for the Christian youth segment with correct promotional material to enhance credible images of Israel as a versatile and attractive holiday destination revealed to be a very important and practical step to take.
The type of study carried out was a research-oriented thesis. The theoretical framework consists of information about Israel as a holiday destination, theory about marketing and planning integrated marketing communication. Additionally, secondary research information obtained from a research company called “15/30 Research” on the consumer behavior of Finnish young adults is presented.
The empirical part consisted of quantitative research. An online survey was conducted in order to obtain information about travelling habits, images and attitudes about Israel, and about marketing communications channels/media among Finnish Christian young adults. These results were used as the primary source of information in this research project.
Results indicated that there is a clear interest in the target group towards visiting Israel. However, there appears to be lack of knowledge on what the land has to offer as a versatile holiday destination, decreasing attractiveness of the land. Also, there seems to be lack of knowledge about Israel in terms of Biblical perspective among the target group, which influences negatively on the target group’s passion to visit the country. Creation of a website and Facebook page for the Christian youth segment with correct promotional material to enhance credible images of Israel as a versatile and attractive holiday destination revealed to be a very important and practical step to take.