ONDERZOEKSVERSLAG
Mambo reizen
focust zich op
JOU!
KYRA ZIJLSTRA DOMINO KARAMAT
170951 170993
ITM2 HEM2
De heer Feijt
24 november 2019 1
, VOORWOORD
Dit onderzoeksverslag is geschreven voor het vak Marktonderzoek (MAO). Wij hebben het onderzoek
uitgevoerd bij Mambo Reizen. Na een mooi semester van onze opleiding aan hogeschool TIO te
Rotterdam, kunnen we het vak Marktonderzoek mooi afsluiten met dit verslag.
We willen graag onze docent, meneer Feijt, bedanken voor het begeleiden van dit onderzoek en de
leerzame lessen.
Rotterdam, 24 november 2019
Kyra Zijlstra & Do Karamat-Ali
2
, INHOUDSOPGAVE
Voorwoord ....................................................................................................................... 2
Management Summary ..................................................................................................... 4
Hoofdstuk 1 - Inleiding ...................................................................................................... 5
1.1 Context analyse .................................................................................................................. 5
1.2 Aanleiding........................................................................................................................... 8
1.3 Doelstelling en probleemstelling.......................................................................................... 9
1.4 Deelvragen ......................................................................................................................... 9
Hoofdstuk 2 - Theoretisch Kader ..................................................................................... 10
2.1 The Customer Journey ....................................................................................................... 10
2.2 Het Brand Driver Model .................................................................................................... 11
Hoofdstuk 3 - Methodologie............................................................................................ 12
3.1 Interview .......................................................................................................................... 12
3.2 Enquête ............................................................................................................................ 12
Hoofdstuk 4 - Resultaten ................................................................................................. 13
4.1 Interview .......................................................................................................................... 13
4.2 Enquête ............................................................................................................................ 13
Hoofdstuk 5 - Toepassen Model ...................................................................................... 17
Hoofdstuk 6 - Conclusies en Aanbevelingen ..................................................................... 18
6.1 Conclusie .......................................................................................................................... 18
6.2 Aanbevelingen .................................................................................................................. 19
Hoofdstuk 7 - Discussie en Reflectie ................................................................................ 20
7.1 Discussie ........................................................................................................................... 20
7.2 Reflectie ........................................................................................................................... 21
Literatuurlijst .................................................................................................................. 23
Bijlagen........................................................................................................................... 24
Bijlage 1 - Transcriptie Interview ............................................................................................. 24
Bijlage 2 - Enquete Klantbelevenis Mambo Reizen ................................................................... 28
3
, MANAGEMENT SUMMARY
This report was commissioned by Mambo travels. It is written to examine in which way “Mambo
Travels” can develop new trips that meet the wishes of the target group? To investigate the issue of
Mambo travels, there have been used different models. These models were: The customer journey
and the brand-driver model. Furthermore, a group-interview was conducted at Mambo itself and 28
surveys at the target group.
The research draws attention to the customer experience. What would the target group like to see
and do during their trips? This came to the following outcome: “Meeting the locals”, “Getting culture
form different exotically areas”, “Get to know people from other cultures” or “Travels where you can
see different types of city’s”. Further investigation showed that only 3,8% of the respondents have
ever heard about Mambo travels.
After conducting the research, the following conclusions were found. Mambo’s target group sees an
adventure as an introduction to a new culture and tradition. On the other hand, Mambo travels sees
an adventure as: hiking, rafting, safaris and many more. Adventure is interpreted differently by both
parties. Besides, Mambo travels skips the big highlights and develops trips to unknown sights. The trip
contains at least 1 completely new route. Mambo’s target group rather travels with an educational
goal, where they get to know people from other cultures. Therefore, Mambo travels should focus
more on local experiences. Lastly, Mambo travels is not very famous in Holland. If Mambo should
focus more on keeping a long-term relationship with current customers, the brand awareness will
increase. They also must be more involved in marketing so the reach becomes bigger.
It is recommended:
- That Mambo should build a long-tern relationship with its travelers.
- That Mambo should set up a marketing campaign on social media to increase its brand
awareness.
- That Mambo should change the vision of an adventure internally.
- To use the customer journey model during travel evaluations.
- To do further research into competitors of Mambo so they can keep the market under
control.
4
Mambo reizen
focust zich op
JOU!
KYRA ZIJLSTRA DOMINO KARAMAT
170951 170993
ITM2 HEM2
De heer Feijt
24 november 2019 1
, VOORWOORD
Dit onderzoeksverslag is geschreven voor het vak Marktonderzoek (MAO). Wij hebben het onderzoek
uitgevoerd bij Mambo Reizen. Na een mooi semester van onze opleiding aan hogeschool TIO te
Rotterdam, kunnen we het vak Marktonderzoek mooi afsluiten met dit verslag.
We willen graag onze docent, meneer Feijt, bedanken voor het begeleiden van dit onderzoek en de
leerzame lessen.
Rotterdam, 24 november 2019
Kyra Zijlstra & Do Karamat-Ali
2
, INHOUDSOPGAVE
Voorwoord ....................................................................................................................... 2
Management Summary ..................................................................................................... 4
Hoofdstuk 1 - Inleiding ...................................................................................................... 5
1.1 Context analyse .................................................................................................................. 5
1.2 Aanleiding........................................................................................................................... 8
1.3 Doelstelling en probleemstelling.......................................................................................... 9
1.4 Deelvragen ......................................................................................................................... 9
Hoofdstuk 2 - Theoretisch Kader ..................................................................................... 10
2.1 The Customer Journey ....................................................................................................... 10
2.2 Het Brand Driver Model .................................................................................................... 11
Hoofdstuk 3 - Methodologie............................................................................................ 12
3.1 Interview .......................................................................................................................... 12
3.2 Enquête ............................................................................................................................ 12
Hoofdstuk 4 - Resultaten ................................................................................................. 13
4.1 Interview .......................................................................................................................... 13
4.2 Enquête ............................................................................................................................ 13
Hoofdstuk 5 - Toepassen Model ...................................................................................... 17
Hoofdstuk 6 - Conclusies en Aanbevelingen ..................................................................... 18
6.1 Conclusie .......................................................................................................................... 18
6.2 Aanbevelingen .................................................................................................................. 19
Hoofdstuk 7 - Discussie en Reflectie ................................................................................ 20
7.1 Discussie ........................................................................................................................... 20
7.2 Reflectie ........................................................................................................................... 21
Literatuurlijst .................................................................................................................. 23
Bijlagen........................................................................................................................... 24
Bijlage 1 - Transcriptie Interview ............................................................................................. 24
Bijlage 2 - Enquete Klantbelevenis Mambo Reizen ................................................................... 28
3
, MANAGEMENT SUMMARY
This report was commissioned by Mambo travels. It is written to examine in which way “Mambo
Travels” can develop new trips that meet the wishes of the target group? To investigate the issue of
Mambo travels, there have been used different models. These models were: The customer journey
and the brand-driver model. Furthermore, a group-interview was conducted at Mambo itself and 28
surveys at the target group.
The research draws attention to the customer experience. What would the target group like to see
and do during their trips? This came to the following outcome: “Meeting the locals”, “Getting culture
form different exotically areas”, “Get to know people from other cultures” or “Travels where you can
see different types of city’s”. Further investigation showed that only 3,8% of the respondents have
ever heard about Mambo travels.
After conducting the research, the following conclusions were found. Mambo’s target group sees an
adventure as an introduction to a new culture and tradition. On the other hand, Mambo travels sees
an adventure as: hiking, rafting, safaris and many more. Adventure is interpreted differently by both
parties. Besides, Mambo travels skips the big highlights and develops trips to unknown sights. The trip
contains at least 1 completely new route. Mambo’s target group rather travels with an educational
goal, where they get to know people from other cultures. Therefore, Mambo travels should focus
more on local experiences. Lastly, Mambo travels is not very famous in Holland. If Mambo should
focus more on keeping a long-term relationship with current customers, the brand awareness will
increase. They also must be more involved in marketing so the reach becomes bigger.
It is recommended:
- That Mambo should build a long-tern relationship with its travelers.
- That Mambo should set up a marketing campaign on social media to increase its brand
awareness.
- That Mambo should change the vision of an adventure internally.
- To use the customer journey model during travel evaluations.
- To do further research into competitors of Mambo so they can keep the market under
control.
4
