Xinyue Chen MARKETING KOUVOLA REGION TO CHINESE TOURISTS THOUGH WEIBO Bachelor’s Thesis International Business April 2016 Author (authors) Degree Time Xinyue Chen Bachelor of Business April 2016 Administration Thesis Title Marketing Kouvola Region To Chinese Tourists Through Weibo 55 pages 7 pages of appendices Commissioned by Kymenlaakson University of Applied Sciences Supervisor Ulla Puustelli, Senior Lecturer Abstract The topic of the thesis was made based on previous working experience, three months internship in a travel agency in China. Kouvola region was chosen to be promoted to Chinese tourists as an ideal outbound traveling destination. Outbound traveling has gained its popularity in China. In order to boost the development of tourism and economy in Kouvola region or Finland, the Chinese tourism market has the significant effect. Another objective is the Chinese social media which is called Weibo. Weibo, one of the most welcomed social media in China, is an effective way to promote Kouvola region or Finland to Chinese tourists. Social media marketing is the main part of this thesis. Qualitative research was used to collect the data. There were several interviews done to collect the information through Skype and e-mail about Kouvola region or Finland as an ideal outbound traveling destination form Chinese tourists’ views. The findings were to draw a Chinese tourists profile and find the best solution to market Kouvola region to Chinese tourists. Weibo, as one of the most powerful social media in China, is an excellent platform to promote Kouvola region to the Chinese tourists. All the tourism details of Kouvola region can be shared in the home page of Weibo to broadcast to the Chinese tourists. In addition, the interview result turned out well that the majority of interviewees they knew something about Finland and they would love to choose Finland or Kouvola region as outbound traveling destination. This year happens to be the 65th anniversary of the establishment of diplomatic relations between China and Finland. Thus, it is a precious opportunity to advertise Kouvola region or Finland to China. There is a bright future of developing tourism in Kouvola region, attracting an increasing number of Chinese tourists through Weibo. Keywords Kouvola, Chinese tourists, Weibo, social media marketing, content marketing TABLE OF CONTENT 1 INTRODUCTION............................................................................................................................. 5 1.1 Background of the thesis........................................................................................................ 5 1.2 Research objective...................................................................................................................7 1.3 Research questions................................................................................................................. 7 1.4. Research methodology.............................................................................................................. 8 2 KYMENLAKSO AREA FROM THE TOURISTIC POINT OF VIEW....................................8 2.1 Introduction of main attractions in Kouvola region........................................................... 8 2.2 Where do the tourists to Kouvola region come from..................................................... 12 3 SOCIAL MEDIA MARKETING--WEIBO.................................................................................. 15 3.1 Social media marketing.........................................................................................................15 3.2 What is Weibo.........................................................................................................................19 3.3 The concept and characteristics of Weibo marketing................................................... 20 3.4 Market Kouvola through Weibo to Chinese Tourists.....................................................21 4 CONTENT MARKETING.............................................................................................................24 4.1 Definition of content marketing........................................................................................... 24 4.2 The features of content marketing in tourism..................................................................25 4.3 Content marketing for Kouvola region through Weibo..................................................26 5 TARGET MARKET........................................................................................................................29 5.1 Definition of target market....................................................................................................29 5.2 Target Market Analysis......................................................................................................... 29 6 RESEARCH RESULTS............................................................................................................... 33 6.1 Introduction of Qualitative Research Method.................................................................. 33 6.2 Interviews in qualitative research....................................................................................... 35 6.3 Conclusions of interview results......................................................................................... 36 6.3.1 The situation of tourism in China................................................................................. 36 6.3.2 Chinese tourism trend.................................................................................................... 36 6.3.3 Chinese tourists know Finland..................................................................................... 39 6.3.4 Diffrence between Wechat and Weibo.......................................................................40 6.3.5 The Popularity of Wechat.............................................................................................. 43 7 CONCLUSIONS............................................................................................................................ 47 REFRENCE.............................................................................................................................................49 APPENDICES.........................................................................................................................................54 5 1 INTRODUCTION 1.1 Background of the thesis In modern society, people search for new things that can add some flavor to their lives. With the booming of the economy and the remarkable improvement of living standard, people not only focus on substance aspect, but also pay more attention on the mental aspect, which is then becoming significant and meaningful. That is why tourism gains popularity in contemporary society. Since 2012, China is the biggest tourism source market in the world. It is not surprising that for many countries and regions close to Mainland China this country provides by far the biggest group of visitors, including direct neighbors Hong Kong, Macau, Taiwan, and Vietnam and short-haul destinations like Japan, South Korea, and the Maldives. (China ready news 2015.) With the open and reform policy in China, the tourism stared to grow gradually. Due to the history and policy issues, there are three different types of tourism which are traveling Hong Kong, Macao and Taiwan, traveling within the border of China and traveling abroad. In order to meet the growing demands of Chinese citizens traveling abroad, meanwhile, with the continuous expansion of international tourism cooperation, there are an increasing number of destinations confirmed by Chinese government. By the end of 2005, there were already over 100 countries had agreement and approved by government as traveling abroad destination. (Barnett 2011.) Since the relaxation of Chinese government's policy of outbound tourism, after the 1990s, the population of China's outbound traveling has continued to expand as well as the traveling to outbound tourism destinations. In 2000, the number of Chinese outbound tourism, for the first time, was more than 10 million. From 2000 to 2003, just over three years, the number was more than 20 million and by 2005, in just two years, the number was over 30 million. (Barnett 2011.) The rapid expansion of Chinese outbound tourism population caused great concern not only for the Chinese government, but also for the tourism industry 6 and the public, as well as a huge potential market, Chinese outbound tourism is increasingly catching attention from the international community. When it comes to the booming of aboard traveling in China, the reason for this phenomenon maybe complicated, but we can most ascribe it into related factors as follows. First and foremost, with the swollen wallets, Chinese people have more money and they are willing to spend money on traveling, especially traveling abroad. People are leading better lives. Meanwhile, they are eager to learn the culture or taste the food of foreign countries to fulfill their dreams and enrich the life experience. Secondly, it is the increased leisure time that can make people decide to travel abroad. There are many public holidays in China and there are vacations for students, teachers and the people work in companies at the same time. Last but not least, the changed policies can not be ignored. The policies of Chinese government and relevant national government have been changed in a direction of increasing the size of China outbound