| Summary: | The goal of this thesis was to create an effective marketing communication plan for a start-up company which wants to operate in the individual experience tourism sector. The main question that the thesis tries to investigate and give an answer to is “What are the means of marketing communication that create credibility through web-based marketing for a start-up company?” Since the firm is a start-up company and wants to operate successfully, it is vital to find the best ways to win the trust of customers. Web-based marketing acts as a main marketing channel nowadays. The secondary sub-question the thesis wants to give answers to is “How to reach the target group without using any travel agencies?” The second sub-question is “Who are the current competitors on the market?” To start with, the current situation was analyzed. First the company was analyzed by the SWOT method as a part of the internal analysis. As an external factor competitors are presented. It is always very important for a business to find out who its competitors are. It helps to segment the market and to set the pricing strategy. Competitors operating in Arctic areas both in Scandinavia and worldwide are presented. The secondary problem is to find the most efficient web-based marketing communication tools in order to reach the target group. The thesis gives suggestions which tools should be utilized. The main question „How to gain credibility through web-based marketing tools so that the customers dare to book tours online” is answered at the end. The thesis is a functional thesis and it follows the so-called zipper method. Sections of theory and practical advice alternate are presented. Numerous amounts of books and internet sources based on marketing theory were used to create this thesis. At the end, the most efficient web-based marketing tools and some non-web-based tools are suggested for the company for further use, which help to create a credible image cost-efficiently. The effective usage of these tools is suggested as well in order to ...
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