SATTE travel fair as a platform to expand the business of Indian outbound travel market to Nordic and Baltic travel industries
Saha, Rumpa (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121127706
https://urn.fi/URN:NBN:fi:amk-2020121127706
Tiivistelmä
India is the second largest most populated country in the world. The country tagged as an economically fastest growing country. Due to its economic growth, the earnings of Indians are highly increasing than ever before. As an impact, Indians are travelling abroad more than earlier and the travelers’ flow is growing significantly high each year. In future, Indian outbound tourism market has enormous potentiality for many destinations to grow their travel business. Marketing and promoting are the most important part in the business ethics to enter any new market. As a marketing and promoting instrument, trade fair plays an important role in the travel industry. SATTE (South Asian Travel Trade Exchange) event counts as one of the largest travel trade show in entire South Asia and the most prestigious B2B travel and tourism exhibition in India. The quantity of international participants is rapidly growing to take over the Indian outbound market while the participation from Nordic and Baltic travel industries remained very limited.
The objective of the following thesis is to find the potentiality to attend the SATTE event as a platform to expand the business of Indian outbound travel market to Nordic and Baltic travel industries and exploring the opportunities and challenges from different views to clear the vision to attend the event. The aim is also to deliver some development ideas based on the research outcome. The thesis is completely research based. The thesis is commissioned by Toolbox Consulting Limited.
The theoretical framework of this thesis defined about the Indian cultural diversity and Indian traveler’s behavior to realize the Indian outbound segment from multiple perspectives. In the theory, external factors also described intensely to understand the potentiality of the market. In the theoretical structure, discussed the travel trade as a marketing tool and its important role to enter the new market. Five similar successful travel trade shows were discussed as an extra token to understand the theory better. The research is conducted with two research methods, interviewing the expertise from the industry and as a participant and direct observation at SATTE event in India.
Based on the research outcomes, Indian travelers’ behavior is changing, and they like to explore the new destinations and their interests is growing towards the Nordic and Baltic regions for many reasons. All external factors are supporting to travel these destinations directly and indirectly. The result also proved that travel trade shows have a major role to enter the market, it helps to build the new business relationships, rise the brand awareness and visibility as well as increase the database and networking. SATTE is not an exception. There are some challenges found which are not supports the event pattern for Nordic and Baltic companies, but learning the cultural diversity of India, it will make easier to enter the market. SATTE event is suitable to know the cultural uniqueness, by attending the event, there is high potentiality to understand the market to support the business grow in India.
The objective of the following thesis is to find the potentiality to attend the SATTE event as a platform to expand the business of Indian outbound travel market to Nordic and Baltic travel industries and exploring the opportunities and challenges from different views to clear the vision to attend the event. The aim is also to deliver some development ideas based on the research outcome. The thesis is completely research based. The thesis is commissioned by Toolbox Consulting Limited.
The theoretical framework of this thesis defined about the Indian cultural diversity and Indian traveler’s behavior to realize the Indian outbound segment from multiple perspectives. In the theory, external factors also described intensely to understand the potentiality of the market. In the theoretical structure, discussed the travel trade as a marketing tool and its important role to enter the new market. Five similar successful travel trade shows were discussed as an extra token to understand the theory better. The research is conducted with two research methods, interviewing the expertise from the industry and as a participant and direct observation at SATTE event in India.
Based on the research outcomes, Indian travelers’ behavior is changing, and they like to explore the new destinations and their interests is growing towards the Nordic and Baltic regions for many reasons. All external factors are supporting to travel these destinations directly and indirectly. The result also proved that travel trade shows have a major role to enter the market, it helps to build the new business relationships, rise the brand awareness and visibility as well as increase the database and networking. SATTE is not an exception. There are some challenges found which are not supports the event pattern for Nordic and Baltic companies, but learning the cultural diversity of India, it will make easier to enter the market. SATTE event is suitable to know the cultural uniqueness, by attending the event, there is high potentiality to understand the market to support the business grow in India.