Helsinki as a Tourist Destination for Chinese Travellers
Karvonen, Eliza (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060712989
https://urn.fi/URN:NBN:fi:amk-2018060712989
Tiivistelmä
The Chinese travel market has become one of the most important markets for Finland due to its rapid growth, high expenditure volume of Chinese travellers and significant growth potential in the last several years. Many Finnish regions demonstrate a high interest in Chinese travellers and search for the right ways of their promotion in order to attract more Chinese tourists.
The study provides an analysis of the current tourism products and services of the Helsinki region offered by Chinese tourism companies, the motives and values of Chinese travellers visiting the Helsinki region and their possible interest in the Helsinki region as a tourist destination in the near 3-5 years.
The commissioner of the study is Helsinki Marketing, which promotes Helsinki as a tourist destination worldwide. The results of the study will be beneficial for developing the Helsinki region as a tourist destination for Chinese travellers.
The aim of the study is to provide Helsinki Marketing with recommendations of how to improve the experience offered to Chinese travellers in the next 3-5 years. To reach this aim the following research questions have been investigated:
- Image of Helsinki in Chinese minds
- Motives of Chinese travellers visiting Helsinki
- The most interesting tourism products and services for Chinese travellers in the Helsinki region currently and in the years ahead
In order to achieve the aim of the study, a qualitative approach with a case study as a research method has been applied. The data collection method of the study includes primary and secondary data collection. Primary data was collected from eight semi-structured interviews with the representatives of Chinese tourism companies offering trips to Finland and considering collaboration with Helsinki Marketing an important feature. Secondary data was gathered from previous researches regarding consumer behaviour of Chinese tourists, reports, statistics and websites. Theoretical part provides concepts and information with regards to consumer behaviour in tourism, travel experience, motivation and values of travellers.
The results of the study are presented in the form of recommendations to Helsinki Marketing. They include developing tourism products with a unique tourism experience, digitalising tourism services and enhancing possibility for mobile payment method, promoting the Helsinki region in social media and in WeChat in close cooperation with the Chinese companies interviewed.
The study provides an analysis of the current tourism products and services of the Helsinki region offered by Chinese tourism companies, the motives and values of Chinese travellers visiting the Helsinki region and their possible interest in the Helsinki region as a tourist destination in the near 3-5 years.
The commissioner of the study is Helsinki Marketing, which promotes Helsinki as a tourist destination worldwide. The results of the study will be beneficial for developing the Helsinki region as a tourist destination for Chinese travellers.
The aim of the study is to provide Helsinki Marketing with recommendations of how to improve the experience offered to Chinese travellers in the next 3-5 years. To reach this aim the following research questions have been investigated:
- Image of Helsinki in Chinese minds
- Motives of Chinese travellers visiting Helsinki
- The most interesting tourism products and services for Chinese travellers in the Helsinki region currently and in the years ahead
In order to achieve the aim of the study, a qualitative approach with a case study as a research method has been applied. The data collection method of the study includes primary and secondary data collection. Primary data was collected from eight semi-structured interviews with the representatives of Chinese tourism companies offering trips to Finland and considering collaboration with Helsinki Marketing an important feature. Secondary data was gathered from previous researches regarding consumer behaviour of Chinese tourists, reports, statistics and websites. Theoretical part provides concepts and information with regards to consumer behaviour in tourism, travel experience, motivation and values of travellers.
The results of the study are presented in the form of recommendations to Helsinki Marketing. They include developing tourism products with a unique tourism experience, digitalising tourism services and enhancing possibility for mobile payment method, promoting the Helsinki region in social media and in WeChat in close cooperation with the Chinese companies interviewed.