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Att locka tillbaka turister efter en kris: En studie om hur svenska researrangörer jobbar med marknadsföringen av Egypten och Turkiet efter den politiska oron samt hur den uppfattas av konsumenter
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
How to attract tourists after a destination’s crisis : A thesis of how Swedish travel agents work with the marketing of Egypt and Turkey after the political crises and how it is perceived by customers (English)
Abstract [sv]

Syftet med denna studie var att undersöka hur svenska researrangörer marknadsför en krisdrabbad destination för att kunna locka tillbaka turister. Vi ville även se hur konsumenterna ser på marknadsföringen och från deras perspektiv, se vad de anser skulle få dem att resa till en destination efter en kris. Studien har avgränsats till Egypten och Turkiet där politisk oro har pågått sedan några år tillbaka och påverkat turismen negativt. I studien har en kvalitativ metod använts genom att tre semistrukturerade intervjuer med researrangörer genomförts, samt två fokusgruppsintervjuer med konsumenter. 

Resultatet av studien visade att den marknadsföringsstrategi som både researrangörer använder sig av och som konsumenterna uppfattar som mest effektiv är en prissänkningsstrategi. Resultatet visade även att för att locka tillbaka turister till just dessa två destinationer har de marknadsföringsmässigt satsat på att lyfta fram säkrare alternativ, såsom stora hotell och all inclusive istället för utflykter och äventyr som tidigare, till låga priser. Dock ansåg flera respondenter i fokusgrupperna att för mycket fokus har riktats på ett fåtal målgrupper och att marknadsföringen behöver vidgas för att locka fler målgrupper att resa till Egypten och Turkiet. Detta för att i slutändan bygga upp volymen av turister till den som tidigare varit. 

Abstract [en]

The purpose of this study was to examine how Swedish travel agencies market destinations during and after a crisis in an effort to encourage tourism's return. We also wanted to assess how consumers perceive marketing from their perspectives, as well as identify what methods influence their willingness to travel to a destination after a crisis. In an effort to provide a more concise analysis of the broad spectrum that encapsulates crisis destinations, we have focused on Egypt and Turkey, where political upheaval has been ongoing issue that has plagued their respective tourism industries. We have applied the qualitative method during this study by conducting three separate semi-structured interviews with travel agents, as well as conducting two focus group interviews with prospective consumers

The result of the study revealed that the marketing strategy that both travel agencies use and which consumers perceive as the most effective, is a price reduction strategy. The results also indicated that in order to attract tourists back to these two destinations, their efforts had to be focused on highlighting safer alternatives, such as larger resorts and all-inclusive packages at lower rates. The agencies had to move away from marketing excursions and adventures packages; as they posed more of a risk. However, several respondents in the focus groups considered that too much focus has been on a select few target groups, alluding to that the marketing needs to be broadened to attract more target groups to travel to Egypt and Turkey. By implementing this strategy it will ultimately build up the volume of tourists to the aforementioned destinations.

Place, publisher, year, edition, pages
2018. , p. 37
Keywords [sv]
image, marknadsföring, destination branding, destinationsmarknadsföring, krishantering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-37863OAI: oai:DiVA.org:sh-37863DiVA, id: diva2:1296069
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-03-14 Created: 2019-03-13 Last updated: 2019-03-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • 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