| Summary: | FIT stands for Foreign Independent Tour but nowadays it is used as an acronym for Flexible Independent Travel. FIT travellers are the ones that do not require any land operation providers and they take care of their own arrangements for travel and places to stay, often selling these together as a package. Nowadays it has become the mainstream of travelling. The author proceeds deductively and use qualitative research approach. The primary data are collected through face-to-face street interviews with total 52 Chinese FIT travellers, which is a good size for qualitative research. The secondary data of the thesis are gathered from reliable sources such as scientific journals, government statistics and literatures. In this research, theories being employed are tourism industry, tourism marketing and the 4P’s of marketing strategy. Also, theories of the customer decision making process are implemented to understand deeply about how consumers make buying decisions. As the final goal is to provide a development plan for Visit Finland, SWOT analysis is used to summarize and analyze the gathered information. Findings from the study indicate the key elements that affect Chinese FIT travellers’ decision making on visiting Finland are recommendation by friends and family, Finnair promotion, the attractiveness of northern lights, well-developed public transportation, cruises stop, TV promotion and celebrities effect. In order to enhance the market, Finnish culture and its unique Sami culture, Finnish design, Finnish Lakeland and cottage are promoted.
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