All inclusive fitness : En studie med könsperspektiv

Sammanfattning: This study aims to study how individuals' attitudes to the new travel trend fitness journeys, with basis in gender and society's expectations. The study is about how Apollo and Ving’smarket looks for the segment fitness trips, but also how these two agencies can broaden it’s audience and attract the younger crowd who are individuals aged 30 years and younger. The study has a gender perspective, and therefore it is of interest to write about how women's and men's perception of fitness trips are different. The study is based on two methods, qualitative and quantitative. The qualitative approach is an interview form that was sent out through e-mail to Jenny Tägtström at Apollo who works as a sales-and marketing Co-ordinator and Magdalena Öhrn at Ving with the position as a communication manager. The quantitative method was designed as a questionnaire sent out through Facebook in different training groups, a total of 301 responses were submitted. The responses have been analyzed and reconnected with the theories that was further on used in the study. The theories that the study related to is stereotypes theory,escape seeking dichotomy, gender theoryabout the different gender rolesandidentity building theory. The study presents that it ́s manly the gender women who contribute in this kind of trips in a greater extent then men. The gender plays a big role when it comes to choose a fitness trip or not but also in the everyday society. The result also shows that there is room for Apollo and Ving to review their marketing as they currently do to them self-market themselves to a larger target group then they actually do but they miss the younger potential consumers which is individuals aged 30 years and younger