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Study trip to Jurmala (11)

The Faculty of International Tourism arranged a study trip for the students of ‘Tourism Strategic Management’ master programme to Jurmala on Tuesday, February 16th. This study tour was focused on the development of patterns of tourism in resorts and to the development of marketing strategy in different seasons.

The aim of this study trip was to provide the students with possibility to strengthen their theoretical knowledge, to acquire practical skills for destination planning and marketing. As Jurmala is a resort city where big flow of people is coming mostly in summer, it was a very good example where seasonality can be thoroughly examined by the students

In Jurmala students met different managers and had discussions with them on different seasonality issues and marketing strategies to reduce them. The first meeting was conducted at the small hotel VILLA JOMA with its administrator. This three-star-hotel provide high quality services. Indeed the hotel has a low season during the winter but its strategy is to provide the best service to its clients in order to maintain them.

The second meeting point was at the Baltic Beach Hotel &SPA, which is famous for its medical tourism and conferences. This hotel is not suffering from the seasonality because it has a lot of facilities that are successful in wintertime as in summertime. The resort has seasonal employees during the summertime because extra staff is needed.

The last meeting was at Jurmala City Council. The Head of Tourism and Foreign Affairs Department G.Ušpele gave the students a presentation about tourism development and its startegy.  The new tourism product is medical tourism in Jurmala, which attracts most of the visitors all over the year. The main tourists come from the neighboring countries but the new target group is from Denmark, Sweden and Norway.

In Conclusion, students got familiar with Jurmala as a tourism destination during this study tour and observed many marketing strategies for reducing the seasonality issues.