‘Where is the harmony? It's just wild and rainy, it’s closed.’ A Case Study on Rural Destination Branding and Stakeholder Cooperation at Kullahalvön
(2024) SMMM40 20241Department of Service Studies
- Abstract
- Rural destinations like Kullahalvön are becoming more and more popular as tourists look for authentic local experiences. However, the synergy between stakeholder engagement and rural branding has not received much attention in studies. We explore the complexities of destination branding and stakeholder collaboration in Kullahalvön in this qualitative study. By means of a comprehensive document analysis and in-depth interviews, we extract valuable perspectives from players in the public and private domains. Our research reveals a complex picture: while certain stakeholders find common ground with the destination branding approach, significant parts of Kullahalvön's attraction are still overseen. Furthermore, stakeholders' complete... (More)
- Rural destinations like Kullahalvön are becoming more and more popular as tourists look for authentic local experiences. However, the synergy between stakeholder engagement and rural branding has not received much attention in studies. We explore the complexities of destination branding and stakeholder collaboration in Kullahalvön in this qualitative study. By means of a comprehensive document analysis and in-depth interviews, we extract valuable perspectives from players in the public and private domains. Our research reveals a complex picture: while certain stakeholders find common ground with the destination branding approach, significant parts of Kullahalvön's attraction are still overseen. Furthermore, stakeholders' complete participation in destination branding initiatives is hampered by organisational and strategic deficiencies. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9169748
- author
- Aicher, Carla LU and Bogdan, Karina
- supervisor
- organization
- course
- SMMM40 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- rural destination branding, destination branding, stakeholder collaboration, collaboration in destination branding, stakeholder theory
- language
- English
- id
- 9169748
- date added to LUP
- 2024-08-05 13:59:01
- date last changed
- 2024-08-05 13:59:01
@misc{9169748, abstract = {{Rural destinations like Kullahalvön are becoming more and more popular as tourists look for authentic local experiences. However, the synergy between stakeholder engagement and rural branding has not received much attention in studies. We explore the complexities of destination branding and stakeholder collaboration in Kullahalvön in this qualitative study. By means of a comprehensive document analysis and in-depth interviews, we extract valuable perspectives from players in the public and private domains. Our research reveals a complex picture: while certain stakeholders find common ground with the destination branding approach, significant parts of Kullahalvön's attraction are still overseen. Furthermore, stakeholders' complete participation in destination branding initiatives is hampered by organisational and strategic deficiencies.}}, author = {{Aicher, Carla and Bogdan, Karina}}, language = {{eng}}, note = {{Student Paper}}, title = {{‘Where is the harmony? It's just wild and rainy, it’s closed.’ A Case Study on Rural Destination Branding and Stakeholder Cooperation at Kullahalvön}}, year = {{2024}}, }