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School of Business | Department of Communication | International Business Communication | 2013
Thesis number: 14505
Santa Claus is coming to town: A case study of Santa Claus Park in Mohe, China
Author: Xu, Yang
Title: Santa Claus is coming to town: A case study of Santa Claus Park in Mohe, China
Year: 2013  Language: eng
Department: Department of Communication
Academic subject: International Business Communication
Index terms: yritysviestintä; business communication; kansainvälinen; international; Kiina; China; matkailu; tourism; viihde; entertainment; palvelut; service; huvipuistot; amusement parks; brandit; brands; markkinointi; marketing
Pages: 89
Full text:
» hse_ethesis_14505.pdf pdf  size:4 MB (3494642)
Key terms: Santa Claus, Mohe, Santa Claus Village, Chinese, culture, communication, branding, marketing, tourist, tourism
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.
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