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Community-based tourism

The merge of Southern American hospitality and Western European travellers

Community-based tourism

The merge of Southern American hospitality and Western European travellers

Samenvatting

Global dynamics challenge businesses and industries more than ever before. Notably, the trend of sustainability impacts the tourism industry, which explains the focus on consciousness and projects initiated by NGOs. 
This research study was conducted for Fundación CODESPA – a changemaker striving for a triple bottom line approach in tourism. The research intended to investigate the following management question: "How suitable are the German and Dutch millennial travel segments for the participation in Bolivian and Peruvian community-based tourism experiences, and how can these be best addressed through marketing communications?"
This topic was specified by three research-questions and eleven sub-research questions, which had been formulated according to the following three core concepts: "community-based tourism", "millennial travel segment" and "marketing communications".
The field research had a qualitative structure, which necessitated an adaption to the COVID-19 crisis. Therefore, it was chosen for conducting semi-structured interviews via Skype. For drawing a representative sample, literature insights were taken into account, resulting in a sample of nine respondents that were divided into three sub-groups: students, young professionals and young families. 
It was aimed to understand travel behavioural patterns, the likelihood and suitability for CBT, as well as marketing communication preferences, resulting in an in-depth traveller profile. The study revealed an overall agreement between the sub-groups and a keen interest for CBT, but significant lifecycle stage-related patterns that shape travel behaviour. Nevertheless, the management advice for targeting the entire segment of German and Dutch millennial travellers was concluded. 
For targeting purposes, this recommendation was followed by an implementation plan regarding marketing communications steps. Suitable design suggestions for combining desired information content, message format and appeals were formulated by the researcher and according to the research findings. As the outcomes were meant to benefit the local community management directly, its resources in terms of personnel, time and material were considered. 
Due to some lower investment costs and expected positive impacts on the local value network, the project was outlined as feasible. Besides, an additional recommendation was presented and elaborated for expanding the tourism stakeholder network in the long-term. Overall, the study was concluded as of high quality. 

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OrganisatieSaxion
OpleidingTourism Management
Datum2020-06-01
TypeBachelor
TaalEngels

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