Chinese customers as a target segment for hotel industry in Mallorca
Zelenina, Maria (2015)
Zelenina, Maria
Kymenlaakson ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015102615697
https://urn.fi/URN:NBN:fi:amk-2015102615697
Tiivistelmä
The topic of the thesis was made based on previous working experience. Semiannual internship in an international hotel in China and one year of Erasmus in Spain preceded it. Mallorca was chosen like a target place as the island is one of the most touristic parts of Spain. The problem of the thesis is that the target segment is attractive for Spanish market, but Chinese tourists still tend to choose other destinations instead of it. In order to study the problem, the next objectives have been marked: to compare hotels in Mallorca, to collect information about Chinese travelers, to conduct interviews with staff in some hotels in Mallorca and with Chinese tourists there, to draw a Chinese tourists profile, to analyze Es Port hotel and to write a list of recommendations for it.
To meet the objectives secondary data was analyzed and primary data was collected. Qualitative research was made to get primary data and to prove or rejects facts from secondary data sources. Two sets of face-to-face interviews were conducted. It helped to clarify some facts about characteristics, behavior and attitudes of Chinese tourists as well as about some hotels in Mallorca. Comparison of the findings helped to draw the profile of Chinese tourists.
As the result of the study, the list of recommendations for Es Port hotel was written. The study yielded benefits to the commissioner as this list is like a framework for hotel managers and can be preceded with marketing plan in future after review. It means, the initial goal was accomplished.
Reliability and validity of the thesis are aimed to evaluate quality of the research. Qualitative research is always subjective and involvement of the researcher here is made through discussing with interviewees. Information cannot be generalized as sampling consists of too small amount of interviews and as results represent opinions and attitudes, not numbers or ratios. Many different sources were used in order to extract relevant information, but their credibility is not high as many of the sources are unreliable. Neutrality of the research is high as interviewees had no interest to give distorted answers or lie, and the research had no aim to show the situation in the hotel from a specific favorable angle. Consistency of the thesis is low as touristic market is dynamic and Chinese tourists can change their preferences. Applicability is high as the list of recommendations is already adapted to the hotel and includes simple steps. Trustworthiness is limited by involved people and authors of the secondary data sources. So reliability and validity of the thesis are not high and could be raised if the research has wider and deeper studying using more reliable sources and extending amount of interviews.
To meet the objectives secondary data was analyzed and primary data was collected. Qualitative research was made to get primary data and to prove or rejects facts from secondary data sources. Two sets of face-to-face interviews were conducted. It helped to clarify some facts about characteristics, behavior and attitudes of Chinese tourists as well as about some hotels in Mallorca. Comparison of the findings helped to draw the profile of Chinese tourists.
As the result of the study, the list of recommendations for Es Port hotel was written. The study yielded benefits to the commissioner as this list is like a framework for hotel managers and can be preceded with marketing plan in future after review. It means, the initial goal was accomplished.
Reliability and validity of the thesis are aimed to evaluate quality of the research. Qualitative research is always subjective and involvement of the researcher here is made through discussing with interviewees. Information cannot be generalized as sampling consists of too small amount of interviews and as results represent opinions and attitudes, not numbers or ratios. Many different sources were used in order to extract relevant information, but their credibility is not high as many of the sources are unreliable. Neutrality of the research is high as interviewees had no interest to give distorted answers or lie, and the research had no aim to show the situation in the hotel from a specific favorable angle. Consistency of the thesis is low as touristic market is dynamic and Chinese tourists can change their preferences. Applicability is high as the list of recommendations is already adapted to the hotel and includes simple steps. Trustworthiness is limited by involved people and authors of the secondary data sources. So reliability and validity of the thesis are not high and could be raised if the research has wider and deeper studying using more reliable sources and extending amount of interviews.