eThesis - Kauppakorkeakoulun sähköiset gradut

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Objectives of the Study

The thesis, "The influence of motivation, social interaction and space on individual experience - The m2cell cruise ship concept in three group events", explores consumer behaviour in the context of innovative modular cruise ship concept. The main goal of the research is to investigate what added value m2cell-concept could bring to the participants of three group events, namely family- friends, incentive and conference. The goal is partially achieved by examining factors influencing individual's decision-making and preferences in those events. These elements are motivation, need for social interaction and space experience.

Methodology

The research is done in three phases: First, a literature review, an observation expedition and expert interviews were conducted to define the background of fairly academically researched area of consumer behaviour on board cruise ships and in the three group events. As a result, a tentative theoretical process map of consumer behaviour was proposed. More clearly, the components of the process map consist of factors such as motivation, social interaction and space experience. Second, an empirical research was done: Five focus group interviews were conducted with interviewees from different backgrounds, to answer the research questions defined in the first stage. Third, an analysis based on empirical findings is produced and conclusions drawn.

Results and conclusions

The research outcomes indicate that m2cell can be utilised to realise cruise passenger's preferences on space and social interaction in the three group events. Therefore, when designing spaces within m2cell cruise ship concept, the possible motivation and social interaction needs should be consulted. Individual's motivation to participate in an event is found to affect both social interaction and space experience. Moreover, the relationship is mutual and it is found to exist between all three elements studied: they all have interactive relations with each other. Therefore a negative or positive change in one component would reflect on the two others. As a result of the findings, theoretical process model was revised and a new theoretical suggestion formed.

Keywords

Motivation, social interaction, space, experience, group, conference, incentive, family, friends, event, consumer behaviour, decision-making, modularity, passenger, cruise ship, cruise industry