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Att skapa och förmedla en destinationsimage: En undersökning av Sigtunas imagearbete ur ett aktörsperspektiv
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This qualitative study has examined how Sigtuna with its local businesses works to create a united destination image and what challenges that arise in this creation. The methodological approach to collect data consists of qualitative interviews and text and image analyzes. There have been seven interviews with local businesses operating in Sigtuna and they are included in the same network. Analyzes of websites and social media, such as Facebook and Instagram, as well as videos identified as important in the process of communicating the Sigtuna image have been performed. Three theories have been applied in the study to explain what destination image includes as well as significant factors in the creation of image, networking between companies and how image can be conveyed. The results has shown that there are some improvement areas for the destination's common creation of an image. The areas that need to be developed primarily are communication between businesses and the follow up of its common goals. The presentation of the image is mainly through social media, where the historical aspects are presented as an important part of Sigtuna's image. The results also shows that there are challenges and the greatest challenge for the destination is to find a common approach that all business will work towards.

Abstract [sv]

Denna kvalitativa studie har undersökt hur Sigtuna med aktörer arbetar för att skapa en gemensam destinationsimage samt vilka utmaningar som uppstår i detta skapande. De metodologiska tillvägagångssätten för att samla in data är kvalitativa intervjuer samt text- och bildanalyser. Det har genomförts sju intervjuer med aktörer som är verksamma i Sigtuna och ingår i samma nätverk. Analyser av hemsidor och sociala medier, såsom Facebook och Instagram samt videoklipp som utsetts som viktiga i arbetet att förmedla Sigtunas image har utförts. Tre teorier har tillämpats i studien för att förklara vad destinationsimage innefattar samt betydande faktorer i skapandet av image, nätverk mellan företag och hur image kan förmedlas. Resultatet har visat att det finns en del förbättringsområden för destinationens gemensamma skapande av en image. De områden som främst behöver utvecklas är kommunikationen mellan aktörerna samt uppföljningen av dess gemensamma mål. Förmedlingen av image sker främst genom sociala medier där de historiska aspekterna presenteras som en viktig del av Sigtunas image. Resultatet visar även att det finns utmaningar och den största utmaningen för destinationen är att hitta ett gemensamt förhållningssätt som samtliga aktörer ska arbeta utefter.

Place, publisher, year, edition, pages
2017. , 37 p.
Keyword [en]
Destination image, cooperation, conveyance of image
Keyword [sv]
Destinationsimage, samarbete, förmedling av image
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-33161OAI: oai:DiVA.org:sh-33161DiVA: diva2:1135658
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-08-24 Created: 2017-08-23 Last updated: 2017-08-24Bibliographically approved

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a74b3e8a67fa998a65b43af5b42aaeaa99b56ac6eb94582a304b286eabc0076af6d38b179e21c6ef0b94c37db79e673c72b239d826a4d072b499a84ae4e814d7
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf