A Comparison of Taste of Helsinki and Tallinn Restaurant Week : Possible Cooperation & Benefits

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A Comparison of Taste of Helsinki and Tallinn Restaurant Week : Possible Cooperation & Benefits

The aim of this Bachelor’s Thesis is to analyse restaurant events happening in Helsinki and Tallinn, compare them and create a new event that joins both cities in cooperation. Two events were chosen, Taste of Helsinki and Tallinn Restaurant Week, as they have a common purpose and target market. The theoretical framework studies the strategies of event organising, the factors of consumer buying behaviour and the consumer buying decision process. The Twin-Capital project is examined and presented in support of the possibility of cooperation between Tallinn and Helsinki. Both events are described and compared, and both theoretical and hands-on research has been done to determine their impact on the restaurant business and the tourism in the city area. As part of the hands-on research, the opinions of the event organizers and those who participate in the event marketing have been collected through questionnaires, which were sent to them via e-mail and, in one case, delivered through an interview. The results reveal a positive response to the possibility of cooperation in a joint restaurant event, as well as personal opinions on the matter of how would that event be organized. The research confirms the potential benefits of a restaurant event for both cities, within the Twin-Capital project environment and it gives an inspiration for further development and studies.

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