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Avveckling av traditionella turistbyråer: En studie om hur sju kommuner i Sverige anpassar sin besöksservice till besökarna
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med studien är att undersöka hur sju olika kommuner i Sverige utvecklar och anpassar sin besöksservice i allt mer digitaliserat samhälle. Studien grundar sig på en kvalitativ forskningsmetodik bestående av sju semi-strukturerade intervjuer med anställda inom respektive kommun. Det empiriska materialet bygger huvudsakligen på respondenternas svar kring ämnet, men även sekundärdata från respektive destinations webbplats som kompletterande material till studien. Resultatet indikerar att den traditionella turistbyråns roll har förändrats i takt med teknikutveckling. Turistorganisationernas utvecklingen av besöksservicen är därmed en anpassning till samhället och hur besökare söker information idag. Vidare visar resultatet att kombinationen av det digitala och personliga värdskapet är avgörande faktorer för att skapa mervärde till besökare. Det digitala värdskapet handlar främst om att vara tillgänglig på olika digitala kanaler för att möta besökarna före besöket och det personliga mötet handlar främst om att finnas på plats där besökaren befinner sig.

Abstract [en]

The purpose of this study is to investigate how seven different municipalities in Sweden develop and adapt their visitor services in an increasingly digitized society. The study is based on a qualitative research methodology consisting of seven semi-structured interviews. The empirical data is based mainly on the respondents' responses to the subject, secondary data from the respective destinations website as complementary material to the study has also been used. Results indicate that the role of the traditional tourist information centers has changed due to technological development. The tourism organizations' development of visiting services is thus an adaptation to society and how visitors seek information today. Furthermore, the result shows that the combination of digital- and personal interaction is a crucial factor in creating added value to visitors. The digital hosting is primarily about being available on different digital channels with the purpose of reaching out to visitors before their visit and the personal meeting is mainly about being in place where the visitor is located.

Place, publisher, year, edition, pages
2017. , 41 p.
Keyword [en]
Information and communication technology, Digital interaction, Marketing, Personal interaction, Tourist information centers, Social media
Keyword [sv]
Informations- och kommunikationsteknik, Digital interaktion, Marknadsföring, Personlig interaktion, Turistbyråer, Sociala medier
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:sh:diva-33229OAI: oai:DiVA.org:sh-33229DiVA: diva2:1137279
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-08-31 Created: 2017-08-30 Last updated: 2017-08-31Bibliographically approved

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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
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  • nn-NO
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  • Other locale
More languages
Output format
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