Development of a new customer segment for Kouvolan Pallonlyöjät
Myller, Saku (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053119214
https://urn.fi/URN:NBN:fi:amk-2024053119214
Tiivistelmä
Finnish baseball is presently gaining popularity and has seen a rise in international interest during the last few years, mainly through social media. Therefore, the thesis aimed to study the possibility of sports tourism through the perspective of Kouvolan Pallonlyöjät. Moreover, the research objectives were to evaluate if there is a potential for the organisation to attract foreign visitors to home games of the first team, to measure the current interest level of Finnish baseball for foreign spectators are, and to determine who belongs to the foreign spectator customer segment.
The research was conducted using both quantitative and qualitative research, resulting in mixed-method research. An online survey was sent to students of Xamk Kouvola campus, and 20 applicable responses were received. In addition to the survey, a form interview was held with Mika Toivola, the executive director of Kouvolan Pallonlyöjät, to showcase the need for the new customer segment. Using mixed-method research allowed for a better understanding of the research topic.
The results of the study showed that there was some untapped potential in attracting foreign visitors to Kouvolan Pallonlyöjät home games. The lack of previous marketing efforts, and the absence of prior research on the topic made it difficult to evaluate the true potential that foreign visitors have for Finnish baseball organisations. Proposals were made to Kouvolan Pallonlyöjät on how they can further attract the potential customer segment to their home games.
The research was conducted using both quantitative and qualitative research, resulting in mixed-method research. An online survey was sent to students of Xamk Kouvola campus, and 20 applicable responses were received. In addition to the survey, a form interview was held with Mika Toivola, the executive director of Kouvolan Pallonlyöjät, to showcase the need for the new customer segment. Using mixed-method research allowed for a better understanding of the research topic.
The results of the study showed that there was some untapped potential in attracting foreign visitors to Kouvolan Pallonlyöjät home games. The lack of previous marketing efforts, and the absence of prior research on the topic made it difficult to evaluate the true potential that foreign visitors have for Finnish baseball organisations. Proposals were made to Kouvolan Pallonlyöjät on how they can further attract the potential customer segment to their home games.