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Brand Identity: Improving event tourism in Helsinki
Södertörn University, School of Business Studies.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The tourism industry is one of the fastest growing industries in the world. Destinationcompetitiveness emphasizes the need to link competitiveness to a destination's ability to delivergoods and services better than other destinations on those parts of the tourism experience regardedas being important by tourists. The phenomenon of using events to strategically build andstrengthen a destination's brand identity has received very little attention.

This study aims to investigate how the Destination Management Organisations in Helsinki arebuilding a brand identity, and how events may be used strategically in this process. Interviews havebeen undertaken with few organisations of various sizes and characteristics. Two distinct divisionsformed the base of the thesis; the first with a clear focus on how the DMO is working to create abrand identity, while the latter concentrated on the same topic from a focused perspective; how thebrand identity may be created with the use of events. After this, the research phase is entered, whichinvolves gathering the necessary data required for determining the current identity of thedestination. Once the research phase was completed, the process moved into a phase of shaping thebrand identity. Through the interviews the writer was able to get better perceptions of how the cityis merged with views and objectives of where the city wants to be, or where they desire to be in the future.

Place, publisher, year, edition, pages
2011. , 43 p.
Keyword [en]
Destination Branding, Brand Identity, Destination Brand Identity, Events.
National Category
Social and Economic Geography Economics and Business
Identifiers
URN: urn:nbn:se:sh:diva-29915OAI: oai:DiVA.org:sh-29915DiVA: diva2:923416
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2016-04-26 Created: 2016-04-26 Last updated: 2016-04-26Bibliographically approved

Open Access in DiVA

fulltext(790 kB)195 downloads
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File name FULLTEXT01.pdfFile size 790 kBChecksum SHA-512
6de227b59703073e8c0629ffd00cf1e6784b5bc8a4bad8f79371534179b77e833dbbb4253c17a1a8f9178ae390ab82140b4237c398a6f211432952906788bd59
Type fulltextMimetype application/pdf

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School of Business Studies
Social and Economic GeographyEconomics and Business

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CiteExportLink to record
Permanent link

Direct link
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