Target marketing of SantaPark to American tourists
The objective of the study was to examine the target market of American tourists. The specific focus shifted to uncovering commonalities in preferences of the segment of American families. The preferences were limited to the Finnish theme park SantaPark Arctic World. In the theoretical chapters work...
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fttheseus:oai:www.theseus.fi:10024/169085 2023-05-15T15:02:28+02:00 Target marketing of SantaPark to American tourists Gorelova, Alina 2019 http://www.theseus.fi/handle/10024/169085 eng eng http://www.theseus.fi/handle/10024/169085 URN:NBN:fi:amk-201905119220 fi=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|sv=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|en=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.| fi=Matkailu|sv=Turism|en=Tourism| targeting segmentation positioning (advertising) target marketing Hotel Restaurant and Tourism fi=AMK-opinnäytetyö|sv=YH-examensarbete|en=Bachelor's thesis| 2019 fttheseus 2021-08-17T07:11:08Z The objective of the study was to examine the target market of American tourists. The specific focus shifted to uncovering commonalities in preferences of the segment of American families. The preferences were limited to the Finnish theme park SantaPark Arctic World. In the theoretical chapters works by marketing luminaries were introduced. The framework of the target marketing model was examined closely. The study relied on qualitative research methods. Semi-structured interviews were chosen for data collection purposes. The interviews were conducted using video-conferencing. Thematic content analysis was used for interview transcript analysis. The results present common preferences of the target market. The findings suggest a correlation with qualitative segmentation variables. Recommendations were made to SantaPark on the practical marketing applications of the insights. Other/Unknown Material Arctic Theseus.fi (Open Repository of the Universities of Applied Sciences) Arctic |
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Open Polar |
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Theseus.fi (Open Repository of the Universities of Applied Sciences) |
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fttheseus |
language |
English |
topic |
fi=Matkailu|sv=Turism|en=Tourism| targeting segmentation positioning (advertising) target marketing Hotel Restaurant and Tourism |
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fi=Matkailu|sv=Turism|en=Tourism| targeting segmentation positioning (advertising) target marketing Hotel Restaurant and Tourism Gorelova, Alina Target marketing of SantaPark to American tourists |
topic_facet |
fi=Matkailu|sv=Turism|en=Tourism| targeting segmentation positioning (advertising) target marketing Hotel Restaurant and Tourism |
description |
The objective of the study was to examine the target market of American tourists. The specific focus shifted to uncovering commonalities in preferences of the segment of American families. The preferences were limited to the Finnish theme park SantaPark Arctic World. In the theoretical chapters works by marketing luminaries were introduced. The framework of the target marketing model was examined closely. The study relied on qualitative research methods. Semi-structured interviews were chosen for data collection purposes. The interviews were conducted using video-conferencing. Thematic content analysis was used for interview transcript analysis. The results present common preferences of the target market. The findings suggest a correlation with qualitative segmentation variables. Recommendations were made to SantaPark on the practical marketing applications of the insights. |
format |
Other/Unknown Material |
author |
Gorelova, Alina |
author_facet |
Gorelova, Alina |
author_sort |
Gorelova, Alina |
title |
Target marketing of SantaPark to American tourists |
title_short |
Target marketing of SantaPark to American tourists |
title_full |
Target marketing of SantaPark to American tourists |
title_fullStr |
Target marketing of SantaPark to American tourists |
title_full_unstemmed |
Target marketing of SantaPark to American tourists |
title_sort |
target marketing of santapark to american tourists |
publishDate |
2019 |
url |
http://www.theseus.fi/handle/10024/169085 |
geographic |
Arctic |
geographic_facet |
Arctic |
genre |
Arctic |
genre_facet |
Arctic |
op_relation |
http://www.theseus.fi/handle/10024/169085 URN:NBN:fi:amk-201905119220 |
op_rights |
fi=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|sv=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|en=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.| |
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