| Summary: | By 2017, China has become the fifth biggest tourism input country to Finland with the biggest growth rate of tourism overnight stay compared to other countries. Finnish local destination marketing organizations (DMOs) and Finnish local service providers are facing challenges for competing other countries in China tourism market. For Finland, in order to provide better service and build its competitive advantage for Chinese consumers, the comprehensive understanding of consumers’ behavior is necessary and important. The Purpose of this research is to develop behavior analysis of Potential Chinese consumers more specifically and to study potential Chinese consumers’ preference for Lake Saimaa region as a case study. This study implements multi-case study research strategy concentrated mainly on highly potential Chinese consumers willing to travel to Finland in the future. Initially, the screening questionnaire is designed elaborately to select most potential and qualified subjects among 256 respondents. Accordingly, the research conducts 22 semi-structured interviews to clarify their motivations and decision making process of international traveling consumption, and to understand their preference for Lake Saimaa region. More, the preference analysis of Lake Saimaa aims for further strategic tourism development in South Karelia province, Finland. Research findings demonstrate that the seek for different and diverse experience as ‘push’ factors and the polar light, nature and Santa culture as ‘push’ factors motivate potential Chinese consumers travel to Finland mainly. The research shows how Chinese consumers make their international travel decisions from the process including information searching, alternative evaluation, purchase and post-purchase consequently. Also, the critical influencing factors of decision making process are studied. Furthermore, this research reveals what potential consumers truly prefer for Lake Saimaa based on the displayed images and interviews. Finally, this research suggests the most considered and important factors that destination marketing organizations and local service providers might implement for further tourism development in China market.
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