Attracting Russian tourists to Fazer Experience Visitor Centre
Niskanen, Anna (2018)
Niskanen, Anna
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804094290
https://urn.fi/URN:NBN:fi:amk-201804094290
Tiivistelmä
Oy Karl Fazer Ab is one of the most known and well-liked companies in Finland. In 126 years what started as a small French-Russian café has grown into international company of 15 000 workers with factories, restaurants and coffee shops in eight countries. However, business area has remained the same; even today Fazer is all about food, the most important operations being its bakeries and restaurants for corporate catering. However, the most popular product of Fazer is chocolate hailing from the famous chocolate factory in Vantaa.
This study was conducted for Fazer Experience Visitor Centre. Fazer visitor operations have hosted visitors at the Vantaa factory site for several decades, but after the completion of the new Visitor Centre, Fazer has been keen to place more effort and capital into marketing its visitor services to the wider public. Finnish customers are already rather familiar with the visitor operations because Fazer has been a popular destination for school groups, but now Fazer aims to attract more foreign visitors as well.
One of the largest foreign visitor groups for Fazer have traditionally been Russian travellers. In 2014 the number of Russian visitors to Finland declined sharply due to political and economic reasons, but lately, tourism has started to recover and Fazer is keen to capitalise on this change. However, the marketing team of the Visitor Centre is not very familiar with the particularities of Russian customers and how to market the centre to them, which is why the need explore the issue arose. Research questions were based on the need to find out how to effectively and efficiently attract Russian visitors to the Fazer Visitor Centre.
The thesis itself is divided into two parts, a theoretical part and a literary analysis, which is the basis for the marketing suggestions for the Visitor Centre. The theoretical framework consists of the communication theory and marketing communications planning. The literature analysis aims to discover, what kind of methods and channels of communication would be optimal to market services to Russian travellers. Finally, the last chapter presents suggestions for the Fazer Visitor Centre so that it could successfully enhance its marketing activities directed at Russian tourists.
This study was conducted for Fazer Experience Visitor Centre. Fazer visitor operations have hosted visitors at the Vantaa factory site for several decades, but after the completion of the new Visitor Centre, Fazer has been keen to place more effort and capital into marketing its visitor services to the wider public. Finnish customers are already rather familiar with the visitor operations because Fazer has been a popular destination for school groups, but now Fazer aims to attract more foreign visitors as well.
One of the largest foreign visitor groups for Fazer have traditionally been Russian travellers. In 2014 the number of Russian visitors to Finland declined sharply due to political and economic reasons, but lately, tourism has started to recover and Fazer is keen to capitalise on this change. However, the marketing team of the Visitor Centre is not very familiar with the particularities of Russian customers and how to market the centre to them, which is why the need explore the issue arose. Research questions were based on the need to find out how to effectively and efficiently attract Russian visitors to the Fazer Visitor Centre.
The thesis itself is divided into two parts, a theoretical part and a literary analysis, which is the basis for the marketing suggestions for the Visitor Centre. The theoretical framework consists of the communication theory and marketing communications planning. The literature analysis aims to discover, what kind of methods and channels of communication would be optimal to market services to Russian travellers. Finally, the last chapter presents suggestions for the Fazer Visitor Centre so that it could successfully enhance its marketing activities directed at Russian tourists.