Tourism Marketing Opportunities in Russia : Case: Kallioplanetaario
Ojala, Elli (2010)
Jyväskylän ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010121017842
https://urn.fi/URN:NBN:fi:amk-2010121017842
Tiivistelmä
The purpose of this study is to conduct a marketing research for a unique experience tourism attraction Kallioplanetaario (Bedrock planetarium). The aim is to find out how the case company can start advertising in Russia, what are the requirements for doing that and also examine what is the best marketing channel to start marketing in. The research is of current interest as Russian tourists are the largest tourist group in Jyväskylä and the case company does not have any promotion in Russia yet. The study also hopes to help the case company in their marketing planning by building up a customer profile for a potential Russian tourist and by presenting theoretical data that is supported with current data on Russian tourism and culture.
The research area is limited to St. Petersburg region instead of Russia as a whole. The study is conducted in two ways. Experts are interviewed for insights on Russian tourism and marketing and in addition, a qualitative research is carried out targeted to potential customers of the case company: families living in St. Petersburg area. The research hopes to map out the right marketing channels from customer point-of-view – from what channels do they search for information about traveling to Finland.
The focus of this study is on Internet as an advertising channel, as that was the hope of the case company and it turned out to be the most promising marketing channel of all. As a result, this study expects to answer what are the right marketing tools and presents recommendations on what actual step by step measures the case company should take in order to start their marketing process in Russia and what need to be taken into consideration in their marketing planning.
The research area is limited to St. Petersburg region instead of Russia as a whole. The study is conducted in two ways. Experts are interviewed for insights on Russian tourism and marketing and in addition, a qualitative research is carried out targeted to potential customers of the case company: families living in St. Petersburg area. The research hopes to map out the right marketing channels from customer point-of-view – from what channels do they search for information about traveling to Finland.
The focus of this study is on Internet as an advertising channel, as that was the hope of the case company and it turned out to be the most promising marketing channel of all. As a result, this study expects to answer what are the right marketing tools and presents recommendations on what actual step by step measures the case company should take in order to start their marketing process in Russia and what need to be taken into consideration in their marketing planning.