Promoting Asikkala as a domestic destination by utilising digital marketing
Cham, Eiu Chin (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105199497
https://urn.fi/URN:NBN:fi:amk-202105199497
Tiivistelmä
The digital era is now, and traditional marketing seems to die out soon. In addition, the epidemic of coronavirus getting severe nowadays causing travel abroad is more restricted. Hence, domestic destination will be demanded and required to promote on digital channels in order to attract visitors from Finland. But how?
The goal of this study is to develop ideas to promote Asikkala as a domestic destination by utilising digital marketing.
First, the theories of digital marketing and the three pillars of digital marketing will be presented in this study. Follow by empirical research and data analysis will be carried out on finding how people’s digital behaviour towards searching for information on domestic destinations. Thus, by doing so to understand the current digital channels and content that people are searching for upon planning a trip domestically.
The study is conducted by using the inductive approach with the mixed methodology, which combines qualitative and quantitative data. Furthermore, primary data and secondary data are obtained for this study. The primary data is collected by conducting the interview and survey to find out the current digital behaviours and content towards information searching for domestic destinations. The secondary data is collected from online reliable sources to establish general knowledge on digital behaviour.
Findings from the research show that the visual content on its homepage and social media platforms are vital, follow by deciding which channel solely for visitors and develop a user-friendly homepage for visitors when reaching out the potential visitors. Cooperating with third parties could be extra help to promote and advertise the place rapidly within the country.
The goal of this study is to develop ideas to promote Asikkala as a domestic destination by utilising digital marketing.
First, the theories of digital marketing and the three pillars of digital marketing will be presented in this study. Follow by empirical research and data analysis will be carried out on finding how people’s digital behaviour towards searching for information on domestic destinations. Thus, by doing so to understand the current digital channels and content that people are searching for upon planning a trip domestically.
The study is conducted by using the inductive approach with the mixed methodology, which combines qualitative and quantitative data. Furthermore, primary data and secondary data are obtained for this study. The primary data is collected by conducting the interview and survey to find out the current digital behaviours and content towards information searching for domestic destinations. The secondary data is collected from online reliable sources to establish general knowledge on digital behaviour.
Findings from the research show that the visual content on its homepage and social media platforms are vital, follow by deciding which channel solely for visitors and develop a user-friendly homepage for visitors when reaching out the potential visitors. Cooperating with third parties could be extra help to promote and advertise the place rapidly within the country.