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Att sälja Stockholm till frimärkssamlare: En studie om hur en mötesarrangör kan marknadsföra Stockholm som turistdestination gentemot internationella konventdeltagare
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Ett konvent för frimärkssamlare kommer äga rum i Stockholm år 2019 där internationella besökare kommer närvara. Studier visar att konventindustrin möjliggör ekonomisk tillväxt för destinationen där konventet hålls. Dessvärre finns begränsad forskning kring ämnet. Det är flera olika aktörer som är inblandade vid genomförandet av ett konvent. En vanlig förekommande aktör är en Professional Congress Organiser (PCO), i detta fall Meetagain som är ansvarig för att erbjuda deltagarna aktiviteter och upplevelser i Stockholm. För att marknadsföra destinationen och dess utbud behöver målgruppen identifieras. Mötesarrangören bör ta reda på vilka de är, vad de vill uppleva och hur budskapet ska kommuniceras till dem. Denna studie visar att målgruppen främst består av äldre frimärkssamlare som reser ensamma eller med en partner och att de uppskattar paketering av aktiviteter. Dock bör inte äldre resenärer generaliseras utifrån sin ålder utan i detta fall ses som storstadsresenärer, där deras intressen styr vad som ska erbjudas i form av aktiviteter och upplevelser i Stockholm.

Abstract [en]

A convent for stamp collectors will take place in Stockholm in 2019, where international visitors will be present. Studies have shown that the convent industry enables an economic growth to the destination at which the convent is being held, unfortunately the scientific research about this topic is limited. There are multiple different actors involved with the implementation of a convent. One of the more commonly used actor is a professional congress organizer (PCO), in this case Meetagain, who is responsible for presenting the visitors with activities and experiences available in Stockholm. In order to market the destination and it’s supply the target group needs to be identified, who are they, what would they like to experience and how is this message best communicated towards them. This study shows that the target group is mainly represented by elderly stamp collectors who travels alone or in the company of a partner, and would appreciate a package solution with activities provided for them. An elderly traveler should not be generalized by his or her age, but should be considered as a city traveler, where the person's interest controls what should be presented in forms of activities and experiences in Stockholm.

Place, publisher, year, edition, pages
2018. , p. 42
Keywords [en]
Philatelist, WHOPs, convent, marketing, packaging, tourism
Keywords [sv]
frimärkssamlare, WHOPs, konvent, marknadsföring, paketering, turism
National Category
Other Natural Sciences
Identifiers
URN: urn:nbn:se:sh:diva-36105OAI: oai:DiVA.org:sh-36105DiVA, id: diva2:1240325
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-08-21 Created: 2018-08-21 Last updated: 2018-08-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • harvard-anglia-ruskin-university
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