Market Research:

Abstract

The customer for this thesis is a private person interested in either starting a company that organizes martial arts package holidays to Japan or working together with an already existing company for the same purpose. This thesis is a market research with the aim to find out if there is a demand for this type of tourism product among Finnish martial arts practitioners and what type of demand it is i.e. what the potential customers would like to have in such a holiday package. A subsidiary aim for the thesis is to come up with a product suggestion for the customer. The theoretical framework of the thesis consists of market research theories and specifically theories on online market research by Comley & Beaumont and Evans & Mathur as well as theories on product development in the tourism industry by Komppula & Boxberg among others. The research method used is an online survey in the form of a questionnaire with 15 questions about various things related to the package holiday such as accommodation, activities and the length and price of the holiday. The number of respondents is 223 of which the majority are men between the ages 25 and 50. Based on the results there is a clear interest among Finnish martial arts practitioners to travel to Japan on a martial arts themed package holiday. The most popular activities are practicing martial arts, visiting places with a connection to the Samurai era, trying different Japanese foods, regular sightseeing and visiting places with a connection to a specific school of martial arts. Based on the results of the research two product suggestions are made for the customer one of which is a holiday in Nagoya city and the other one a tour around Japan by train.