Setting target South Korean travellers for Finnish tourism industry

This research-based thesis reveals the millennials in South Korea as the target travellers in Finnish tourism marketing. This thesis introduces tourism statistics data, information and research results published in South Korea. It also discusses South Korean consumer trend, target travellers in South Korean outbound market, and present samples of products currently available in South Korea. The intended end users of this thesis are Finnish DMOs and service providers. This thesis concludes for the end users to create and offer their own all-inclusive packages tailer made for South Korean travellers. The theoretical frame work is concentrated on customer experience - customer journey mapping and experience pyramid are introduced. These were later implemented in empirical research with real life examples through qualitative interviews with South Korean travellers and tourism industry experts. The results of empirical research reveal a list of pull factors for Finland, and a list of areas of improvements for serving South Korean travellers in Finland. Suggestions of improvements were made on foods to be more authentic and innovative for South Korean travellers. In terms of souvenirs, light, small and inexpensive Finnish products to be suggested for South Koreans to purchase. Making after-visit contacts are also recommended to get online reviews and recommendations. Lastly, sharing an interesting and authentic stories about Finland based on Finnish values and life styles are recommended