@techreport{3e9cfd68-a8ea-4734-9189-b505a8cc3c58,
  abstract     = {{This report analyses the emergence of dog-friendly tourism in Sweden and highlights its significance for the hospitality industry's development. The study shows that dogs are increasingly regarded as family members, influencing travellers’ behaviour, destination choices, and consumption patterns. Dog owners represent a travel-active and commercially attractive target group that primarily travels domestically and seeks nature-based, active, and social experiences.<br/><br/>The findings indicate that clear information, consistent communication, and a welcoming attitude are crucial for a positive experience. How dog-friendliness is communicated—both before and during the trip—plays a key role in shaping trust, expectations, and perceived quality. At the same time, several challenges are identified, including unclear rules, insufficient communication, staff uncertainty, and difficulties balancing the needs of different visitor groups, such as those with allergies.<br/><br/>The report emphasises that being dog-friendly is not merely about allowing dogs but about integrating them into the entire experience through service, infrastructure, and coordination among stakeholders. Here, communication and branding become central tools: clear messaging, a consistent identity, and a well-defined positioning as a genuinely dog-friendly destination can create competitive advantages, strengthen the brand, and increase visitor flows. This also opens up new business opportunities in areas such as accommodation, restaurants, and service offerings.<br/><br/>In conclusion, the study demonstrates that a well-planned, consistent dog-friendly strategy, with communication and branding playing key roles, can enhance customer satisfaction, loyalty, and economic growth, while also requiring a balance between inclusion and consideration of diverse visitor needs.}},
  author       = {{Eksell, Jörgen and Månsson, Maria and Wiggill, MN}},
  institution  = {{Besöksnäringens forsknings- och utvecklingsfond (BFUF)}},
  isbn         = {{978-91-88535-33-7}},
  keywords     = {{hundvänlig; kommunikation; varumärke; destination; hund; hundägare; dog-friendly; communication; brand communication; destination; dog; dog-owner}},
  language     = {{swe}},
  month        = {{03}},
  number       = {{34}},
  series       = {{BFUFs rapportserie}},
  title        = {{Hundvänlig : Utmaningar, metoder och affärsmöjligheter för besöksnäringen}},
  url          = {{https://bfuf.se/wp-content/uploads/2026/03/BFUF_rapport_34_Hundvanlig_2026_komp.pdf}},
  year         = {{2026}},
}