Travel motivation and image of a long- haul destination- how young Brazilian visitors see Denmark as a tourist destination and what marketing implications follow from that
Studenteropgave: Kandidatspeciale og HD afgangsprojekt
- Tsvetelina Dimova
4. semester, Turisme, Kandidat (Kandidatuddannelse)
PROBLEM FORMULATION
Considering Brazil’s development and economic growth in recent years the country has turned into a desired source of outbound travelers. Thus, the main objective of the thesis is to focus on the understanding of the travel motives and image formation process of young Brazilian outbound tourists in order to provide information for the marketing implications for the positioning, promotion and advertising of Denmark on a long- haul market.
APPROACH
The approach to the thesis is a mix of induction and deduction, the methods used are qualitative and the study is based on social constructivist ontology with interpretive nature. The theoretical frameworks utilized include destination image and its components, types of destination image, image formation process and factors that influence it, combined with factors that differentiate long- haul from short- haul travel, destination selection process and Travel career patterns framework.
DATA
Data for the thesis was acquired through a combination of an extensive literature review on destination image theory and qualitative semi- structured interviews with 10 Brazilian respondents who have visited Denmark. The data was further processed, coded and content analyzed to reveal the findings of the thesis.
MAIN FINDINGS
The results identify that the young Brazilian respondents combine travel motives of different layers from the Travel career pattern framework but predominantly they are searching for satisfaction of their self- development and self- actualization travel motives thus they are at lower levels of their travel careers. The image of Denmark on the long- haul market of Brazil is a function of predominantly word- of- mouth and autonomous information agents. The image is mainly positive and can be used to position Denmark more prominently on the Brazilian outbound tourism market.
CONCLUSION
Additional research is needed to determine the appropriate marketing tools and techniques for the marketing of Denmark as the gateway of the Scandinavian and Nordic cultures in Europe.
Considering Brazil’s development and economic growth in recent years the country has turned into a desired source of outbound travelers. Thus, the main objective of the thesis is to focus on the understanding of the travel motives and image formation process of young Brazilian outbound tourists in order to provide information for the marketing implications for the positioning, promotion and advertising of Denmark on a long- haul market.
APPROACH
The approach to the thesis is a mix of induction and deduction, the methods used are qualitative and the study is based on social constructivist ontology with interpretive nature. The theoretical frameworks utilized include destination image and its components, types of destination image, image formation process and factors that influence it, combined with factors that differentiate long- haul from short- haul travel, destination selection process and Travel career patterns framework.
DATA
Data for the thesis was acquired through a combination of an extensive literature review on destination image theory and qualitative semi- structured interviews with 10 Brazilian respondents who have visited Denmark. The data was further processed, coded and content analyzed to reveal the findings of the thesis.
MAIN FINDINGS
The results identify that the young Brazilian respondents combine travel motives of different layers from the Travel career pattern framework but predominantly they are searching for satisfaction of their self- development and self- actualization travel motives thus they are at lower levels of their travel careers. The image of Denmark on the long- haul market of Brazil is a function of predominantly word- of- mouth and autonomous information agents. The image is mainly positive and can be used to position Denmark more prominently on the Brazilian outbound tourism market.
CONCLUSION
Additional research is needed to determine the appropriate marketing tools and techniques for the marketing of Denmark as the gateway of the Scandinavian and Nordic cultures in Europe.
| Sprog | Engelsk |
|---|---|
| Udgivelsesdato | 2016 |
| Antal sider | 105 |