Santa Claus is coming to town: A case study of Santa Claus Park in Mohe, China

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Xu, Yang 2016-08-16T11:35:47Z 2016-08-16T11:35:47Z 2013
dc.description.abstract This study focused on three tasks: 1) identifying the image of Santa Claus and its cultural impact in China, compared to its Western origin; 2) identifying the market segmentation for Mohe Santa Claus Village in China; and 3) providing suggestions for Santa Claus Village marketing activities to best attract potential customers. The study used a single-case approach consisting of qualitative interviews with 16 respondents in three major Chinese cities and a quantitative survey among 100 people from nine provinces in China. Santa Claus Park in Mohe has been chosen as the case company. The present study has provided good insight of how the Chinese perceive Santa Claus as a feature associated with Western culture. It also gave information about current Chinese tourism trends, thus giving guidance for the development of Chinese tourism generally. This study also defined different ways of communication needed to promote Santa Claus Park in China compared to Finland. en
dc.format.extent 89
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Santa Claus is coming to town: A case study of Santa Claus Park in Mohe, China en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Viestinnän laitos fi
dc.contributor.department Department of Communication en
dc.subject.keyword Santa Claus
dc.subject.keyword Mohe
dc.subject.keyword Santa Claus Village
dc.subject.keyword Chinese
dc.subject.keyword culture
dc.subject.keyword communication
dc.subject.keyword branding
dc.subject.keyword marketing
dc.subject.keyword tourist
dc.subject.keyword tourism
dc.identifier.urn URN:NBN:fi:aalto-201609083541
dc.type.dcmitype text en
dc.programme.major International Business Communication fi
dc.programme.major International Business Communication en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon kansainvälinen
dc.subject.helecon international
dc.subject.helecon Kiina
dc.subject.helecon China
dc.subject.helecon matkailu
dc.subject.helecon tourism
dc.subject.helecon viihde
dc.subject.helecon entertainment
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon huvipuistot
dc.subject.helecon amusement parks
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.ethesisid 14505 2013-06-10
dc.location P1 I

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