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Kauppakorkeakoulu | Viestinnän laitos | International Business Communication | 2013
Tutkielman numero: 14505
Santa Claus is coming to town: A case study of Santa Claus Park in Mohe, China
Tekijä: Xu, Yang
Otsikko: Santa Claus is coming to town: A case study of Santa Claus Park in Mohe, China
Vuosi: 2013  Kieli: eng
Laitos: Viestinnän laitos
Aine: International Business Communication
Asiasanat: yritysviestintä; business communication; kansainvälinen; international; Kiina; China; matkailu; tourism; viihde; entertainment; palvelut; service; huvipuistot; amusement parks; brandit; brands; markkinointi; marketing
Sivumäärä: 89
Kokoteksti:
» hse_ethesis_14505.pdf pdf  koko: 4 MB (3494642)
Avainsanat: Santa Claus, Mohe, Santa Claus Village, Chinese, culture, communication, branding, marketing, tourist, tourism
Tiivistelmä:
This study focused on three tasks: 1) identifying the image of Santa Claus and its cultural impact in China, compared to its Western origin; 2) identifying the market segmentation for Mohe Santa Claus Village in China; and 3) providing suggestions for Santa Claus Village marketing activities to best attract potential customers.

The study used a single-case approach consisting of qualitative interviews with 16 respondents in three major Chinese cities and a quantitative survey among 100 people from nine provinces in China. Santa Claus Park in Mohe has been chosen as the case company.

The present study has provided good insight of how the Chinese perceive Santa Claus as a feature associated with Western culture. It also gave information about current Chinese tourism trends, thus giving guidance for the development of Chinese tourism generally. This study also defined different ways of communication needed to promote Santa Claus Park in China compared to Finland.
Verkkojulkaisut ovat tekijänoikeuden alaista aineistoa. Teokset ovat vapaasti luettavissa ja tulostettavissa henkilökohtaista käyttöä varten. Aineiston käyttö kaupallisiin tarkoituksiin on kielletty.