[et_pb_section fb_built=”1″ _builder_version=”3.20.2″ custom_padding=”54px|0px|0|0px|false|false”][et_pb_row custom_padding=”79px|0px|7px|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”4_4″ _builder_version=”3.20.2″][et_pb_post_title _builder_version=”3.20.2″ title_font=”Goudy Bookletter 1911|700||||on|||” title_text_color=”#000000″ title_font_size=”70px” max_width=”61%” module_alignment=”left”][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.20.2″ custom_padding=”1px|0px|0|0px|false|false”][et_pb_row custom_padding=”32px|0px|0|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”3_5″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″]<\/p>\n
As we\u2019ve been studying <\/span>Kotler\u2019s traditional\u00a0STP-model<\/a>\u00a0as part of our Hospitality Management studies, we became eager to learn more about the Finnish travel industry\u2019s customer segmentation.\u00a0<\/span>Visit Finland\u2019s\u00a0main customer segment division<\/a> caught our eye.\u202f\u00a0<\/span> Visit Finland has identified six different main customer segments in Finnish travel industry, as listed below.\u00a0<\/span>Even though all the segments are defined separately, they cross and merge and the effects in one may well spill over to another. On a national basis the three biggest groups\u00a0are\u00a0City Breakers, Nature Explorers and Authentic Lifestyle Seekers<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″ text_font=”Goudy Bookletter 1911|600|||||||” text_text_color=”#000000″ text_font_size=”37px” text_line_height=”1.3em” max_width=”75%”]<\/p>\n \n Customer segmentation and targeting<\/p>\n \n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.20.2″ custom_padding=”0|0px|0|0px|false|false”][et_pb_row custom_padding=”0|0px|0|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”1_6″ _builder_version=”3.20.2″][et_pb_blurb title=”Nature Wonder Hunters” image=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/10\/jonatan-pie-8I49k45G-3A-unsplash.jpg” _builder_version=”3.20.2″ header_font=”Goudy Bookletter 1911||||||||” header_text_align=”center” header_text_color=”#000000″][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”3.20.2″][et_pb_blurb title=”Nature Explorers” image=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/09\/IMG_20181228_162249_933-e1570784808238.jpg” _builder_version=”3.20.2″ header_font=”Goudy Bookletter 1911||||||||” header_text_align=”center” header_text_color=”#000000″][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”3.20.2″][et_pb_blurb title=”Activity Enthusiasts” image=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/10\/Varjo-2.jpg” _builder_version=”3.20.2″ header_font=”Goudy Bookletter 1911||||||||” header_text_align=”center” header_text_color=”#000000″][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”3.20.2″][et_pb_blurb title=”Comfort Seekers” image=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/10\/matt-lamers-SudqgPT8Oo0-unsplash.jpg” _builder_version=”3.20.2″ header_font=”Goudy Bookletter 1911||||||||” header_text_align=”center” header_text_color=”#000000″][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”3.20.2″][et_pb_blurb title=”Authentic Lifestyle Seekers” image=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/10\/67937590_10157603490873586_3455045458689261568_o-e1570789457565.jpg” _builder_version=”3.20.2″ header_font=”Goudy Bookletter 1911||||||||” header_text_align=”center” header_text_color=”#000000″][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”3.20.2″][et_pb_blurb title=”City Breakers” image=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/10\/eve-suvilahdessa.jpg” _builder_version=”3.20.2″ header_font=”Goudy Bookletter 1911||||||||” header_text_align=”center” header_text_color=”#000000″][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding=”6px|0px|13px|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”4_4″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″ text_font=”Goudy Bookletter 1911||||||||” text_text_color=”#000000″ text_font_size=”33px” text_line_height=”1.3em”]<\/p>\n All six of the<\/span><\/span>se<\/span><\/span>\u00a0segments exist amongst the\u00a0<\/span><\/span>travellers<\/span><\/span>\u00a0coming to Rovaniemi.<\/span><\/span><\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.20.2″ custom_padding=”0|0px|0|0px|false|false”][et_pb_row custom_padding=”28px|0px|17px|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”3_5″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″]However, the current concentration in marketing is naturally on the Nature Wonder Hunters and Activity Enthusiasts – the Northern Lights and Santa Claus being the major attractions of the city. Although we were a bit confused in which category to place\u00a0<\/span><\/span>the\u00a0<\/span><\/span>Saint Nick in.\u00a0<\/span><\/span> In addition to those obvious points of interests, we started to\u00a0<\/span>look into<\/span>\u00a0what the other customer segments could make out of Rovaniemi. For Nature Explorers the two beautiful rivers, hiking trails and Devil\u2019s Churns will very likely satisfy the needs of a nature lover. Comfort Seekers are looking for luxury in their experiences and one could probably find the Glass Igloos and the Arctic Snow Hotel being such attractions.\u202f\u00a0<\/span>\u00a0<\/span> For Authentic Lifestyle Seekers and City Breakers most travel pages seem to suggest the Science Centre and Museum\u00a0<\/span>Arktikum<\/span>,<\/span>\u00a0which for sure will give you an interesting overview of the history\u00a0<\/span>of the area\u00a0<\/span>and<\/span>\u00a0northern ways of living. Science Centre\u00a0<\/span>Pilke<\/span>\u00a0will introduce you to the Finnish forests<\/span>,<\/span>\u00a0and\u00a0<\/span>the home of Lapland Chamber Orchestra and the\u00a0<\/span>C<\/span>ity\u00a0<\/span>A<\/span>rt\u00a0<\/span>M<\/span>useum,\u00a0<\/span>Korundi<\/span>\u00a0House of Culture, is quite well on the map too.\u202f\u00a0<\/span> \u00a0 \u00a0 \u00a0 [\/et_pb_text][et_pb_text _builder_version=”3.20.2″]<\/p>\n But what is \u201cauthentic\u201d, how do we define it? Not that we want to bad mouth Santa (especially this close to Christmas), but could we perhaps advertise something more down to earth and less winter\u00a0<\/span>wonderlandish, at least for those who just happen\u00a0<\/span>to<\/span>\u00a0be stopping by?\u00a0<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”3.20.2″][et_pb_image src=”https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/files\/2019\/10\/IMG_20191006_170521-1-2.jpg” admin_label=”River by Iina” _builder_version=”3.20.2″]\u00a0 \u202f\u00a0<\/span> \u00a0 [\/et_pb_image][et_pb_text _builder_version=”3.20.2″ text_font=”Goudy Bookletter 1911||||||||” text_font_size=”23px” text_orientation=”center” text_text_color=”#000000″]<\/p>\n The beautiful rivers in Rovaniemi are full of possibilities.\u00a0<\/strong><\/p>\n [\/et_pb_text][et_pb_text text_font_size=”8px” text_orientation=”center” _builder_version=”3.20.2″ text_font=”Goudy Bookletter 1911||||||||”]<\/p>\n Photo by Iina<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding=”0|0px|24px|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”4_4″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″]<\/p>\n \u00a0Most of the locals in Rovaniemi seem to think<\/span>,<\/span>\u00a0that the biggest asset of the city is the closeness of the nature. You can live a vivid, even cultural<\/span>\u00a0<\/span>city life and escape to the great wildish forests and hills with your dancing shoes still on.\u202f The two beautiful rivers have so much more potential than what is now made use of, but otherwise the outdoors activities seem to be quite diversely out there for people to reach<\/span>.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding=”0|0px|0|0px|false|false” _builder_version=”3.20.2″][et_pb_column type=”4_4″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″]The nature is very close to the city, but is it visible and accessible enough for the visitors<\/span>? As a non-local and a new in town, we\u2019re not sure. The latter recently met a\u00a0<\/span>traveller<\/span>\u00a0who, despite of having stayed in Rovaniemi for a couple of days already, hadn\u2019t noticed that the city is located at the confluence of two big rivers. Interesting \u2013 and at the same time a bit sad, that one of the most authentic parts of the city can so easily be unnoticed.\u00a0<\/span>\u00a0<\/span> As Rovaniemi is\u00a0<\/span>widely\u00a0<\/span>known as the\u00a0<\/span>g<\/span>ateway to the North, we would also be interested in looking into what the town has to offer to those who just stay overnight<\/span>\u00a0and head<\/span>\u00a0<\/span>up north in the\u00a0<\/span>morning. What would they want to<\/span>\u00a0experience? How about the ones\u00a0<\/span>who\u00a0<\/span>just came back from the wilderness, or are in town just for a business meeting? What would make one leave\u00a0<\/span>Netflix and\u00a0<\/span>the<\/span>\u00a0<\/span>comforts of the\u00a0<\/span>hotel room and go see something\u00a0<\/span>real<\/span>, something that might make them come back for more?\u00a0<\/span>\u00a0<\/span> Truth to be told, you couldn\u2019t make the city itself pretty, even if you dipped it in rainbows. The extraordinary reindeer shaped city plan mostly makes you feel like you\u2019re in an escape game<\/span>\u00a0– b<\/span>ut there is lots of beauty inside<\/span>\u00a0to entice different kinds of customers.<\/span>\u00a0<\/span>\u00a0<\/span> \u00a0 [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.20.2″][et_pb_column type=”1_2″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″ text_font=”Goudy Bookletter 1911|700|||||||” text_orientation=”center”]<\/p>\n Text by Taru & Iina<\/p>\n Photos by Iina<\/p>\n Except:<\/span> Aurora Borealis by Jonathan Pie \/ Unsplash <\/span><\/p>\n Wine Glasses by Matt Lamers \/ Unsplash<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.20.2″][et_pb_text _builder_version=”3.20.2″ text_font=”Goudy Bookletter 1911||||||||”]References:\u00a0<\/strong> \u00a0<\/span>https:\/\/www.businessfinland.fi\/contentassets\/f3b843d2ffe643669b359ae52317738d\/towards-a-motives-based-segmenting-motivaatiotekijat.pdf?_t_id=1B2M2Y8AsgTpgAmY7PhCfg%3d%3d&_t_q=customer+segmentation&_t_tags=language%3aen%2csiteid%3a53b34a16-7ce7-4ab0-8c7e-f06c83547e28&_t_ip=88.112.30.135&_t_hit.id=Finpro_Web_Features_MediaData_GenericMediaData\/_81fe7f78-2839-409d-a5a6-d7ab3749dc56&_t_hit.pos=5<\/span><\/a>\u00a0<\/span> \u00a0<\/span>https:\/\/thebrandstop.wordpress.com\/marketing-frameworks\/stp\/<\/span><\/a>\u00a0<\/span> \u00a0<\/span>https:\/\/www.theseus.fi\/bitstream\/handle\/10024\/227756\/Rovaniemen%20houkuttelevuus%20talvimatkailukohteena.pdf?sequence=2&isAllowed=y<\/span><\/a>\u00a0<\/span> \u00a0<\/span>https:\/\/www.visitrovaniemi.fi\/see-do\/<\/span><\/a>\u00a0<\/span> [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" As we\u2019ve been studying Kotler\u2019s traditional\u00a0STP-model\u00a0as part of our Hospitality Management studies, we became eager to learn more about the Finnish travel industry\u2019s customer segmentation.\u00a0Visit Finland\u2019s\u00a0main customer segment division caught our eye.\u202f\u00a0 Visit Finland has identified six different main customer segments in Finnish travel industry, as listed below.\u00a0Even though all the segments are defined separately, […]<\/p>\n","protected":false},"author":3834,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[40,7214],"tags":[54625,127177,11144,22301,54623,54624],"class_list":["post-607","post","type-post","status-publish","format-standard","hentry","category-blogi","category-markkinointi","tag-hospitality-management-studies","tag-lapland-university-of-applied-sciences","tag-marketing","tag-rovaniemi","tag-segmentation","tag-targeting"],"_links":{"self":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/posts\/607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/users\/3834"}],"replies":[{"embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/comments?post=607"}],"version-history":[{"count":21,"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/posts\/607\/revisions"}],"predecessor-version":[{"id":642,"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/posts\/607\/revisions\/642"}],"wp:attachment":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/media?parent=607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/categories?post=607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/matkailunpunainenlanka\/wp-json\/wp\/v2\/tags?post=607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}