Creating and establishing new service in existing tourism business in Cyprus
Morovshchik, Eva (2024)
Morovshchik, Eva
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052314787
https://urn.fi/URN:NBN:fi:amk-2024052314787
Tiivistelmä
The tourism industry in Cyprus significantly contributes to the national economy, leveraging its scenic landscapes and rich cultural heritage to attract visitors from around the globe.
The wedding tourism market has grown robustly among the various niches within this sector, driven by the island's reputation as a romantic destination. The concept of destination weddings has gained traction, with couples seeking unique, picturesque settings to mark their special day. In this context, OLTA TRAVEL CYPRUS LTD identified an opportunity to expand its service offerings by introducing a new wedding service to capture this lucrative market segment. This initiative reflects broader industry trends towards personalised, experience-oriented services that cater to specific consumer preferences and create memorable experiences.
The main objective of the thesis was to create a new wedding service for OLTA TRAVEL CYPRUS LTD. The theoretical framework discussed all relevant information regarding developing a new service in tourism. Literature about event marketing, developing new services, creating value propositions and a new brand identity was reviewed.
The methodology approach used in this study was mixed-method to provide a comprehensive understanding of the Cyprus wedding market clients' preferences and develop a new service effectively. In the research, tools such as structured interviews with brides, Google surveys, mystery shopping and market analysis were used. The combination of these methods helped to discover the market from market trends and dynamics to personal experience and preferences.
The data collected from the study and the successful implementation of the findings into the business strategy of OLTA TRAVEL CYPRUS LTD is expected to not only strengthen its position in the wedding tourism market but also contribute to the broader goal of promoting Cyprus as the best destination for romantic events. This study reflects the holistic approach adopted from conceptualisation to implementation of a new wedding service, reflecting the integration of theoretical research and practical application in a real business context.
The wedding tourism market has grown robustly among the various niches within this sector, driven by the island's reputation as a romantic destination. The concept of destination weddings has gained traction, with couples seeking unique, picturesque settings to mark their special day. In this context, OLTA TRAVEL CYPRUS LTD identified an opportunity to expand its service offerings by introducing a new wedding service to capture this lucrative market segment. This initiative reflects broader industry trends towards personalised, experience-oriented services that cater to specific consumer preferences and create memorable experiences.
The main objective of the thesis was to create a new wedding service for OLTA TRAVEL CYPRUS LTD. The theoretical framework discussed all relevant information regarding developing a new service in tourism. Literature about event marketing, developing new services, creating value propositions and a new brand identity was reviewed.
The methodology approach used in this study was mixed-method to provide a comprehensive understanding of the Cyprus wedding market clients' preferences and develop a new service effectively. In the research, tools such as structured interviews with brides, Google surveys, mystery shopping and market analysis were used. The combination of these methods helped to discover the market from market trends and dynamics to personal experience and preferences.
The data collected from the study and the successful implementation of the findings into the business strategy of OLTA TRAVEL CYPRUS LTD is expected to not only strengthen its position in the wedding tourism market but also contribute to the broader goal of promoting Cyprus as the best destination for romantic events. This study reflects the holistic approach adopted from conceptualisation to implementation of a new wedding service, reflecting the integration of theoretical research and practical application in a real business context.