Malmö's Eco-branding to the Chinese public : a Shanghai Expo case
(2011) TKAM01 20111Division of Ethnology
- Abstract (Swedish)
- This thesis is a documentation as well as a reflection on the participation of Sweden‘s third most populous municipality, Malmö, in Shanghai‘s World Exposition (Expo) during summer 2010. Based on my own involvement as a staff member for 1.5 months, in the thesis I wish to explore eco-branding at Malmö‘s official showcase (Malmö Case). I want to look at Malmö‘s eco-branding in an overseas context, in terms of how the thematic experience was produced and consumed by regular Chinese visitors at the showcase, through theoretical conceptualizations on space- and experience production. By identifying problems and limitations that may have occurred during Malmö‘s exhibition, this thesis opens up a discussion on how they could ... (More)
- This thesis is a documentation as well as a reflection on the participation of Sweden‘s third most populous municipality, Malmö, in Shanghai‘s World Exposition (Expo) during summer 2010. Based on my own involvement as a staff member for 1.5 months, in the thesis I wish to explore eco-branding at Malmö‘s official showcase (Malmö Case). I want to look at Malmö‘s eco-branding in an overseas context, in terms of how the thematic experience was produced and consumed by regular Chinese visitors at the showcase, through theoretical conceptualizations on space- and experience production. By identifying problems and limitations that may have occurred during Malmö‘s exhibition, this thesis opens up a discussion on how they could possibly be minimized and transformed, shedding light on how Malmö‘s eco-branding could be better facilitated to the vast Chinese public in the future. I argue the form of Malmö Case as of an art gallery put the city in a relatively disadvantaged position at the Expo in competing for public attention and understanding. Thus it is firstly, strongly suggested that tourism mediators could be more developed on the basis of social and cultural context, both to establish the preconceptions of regular visitors and to be more entertaining and informative. Secondly, experience co-created by visitors and the showcase through interactivity-based activities could be an effective way to boost Malmö‘s eco-brand to the Chinese general public. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1887081
- author
- Chang, Yurong LU
- supervisor
-
- Thomas O'Dell LU
- Jessica Enevold LU
- organization
- course
- TKAM01 20111
- year
- 2011
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Shanghai Expo, Malmö, experiencescape, eco-branding, city branding, Chinese public, cultural analysis, trialectics of space, urban sustainability, MACA
- language
- English
- id
- 1887081
- date added to LUP
- 2011-09-09 14:16:24
- date last changed
- 2011-09-09 14:16:24
@misc{1887081, abstract = {{This thesis is a documentation as well as a reflection on the participation of Sweden‘s third most populous municipality, Malmö, in Shanghai‘s World Exposition (Expo) during summer 2010. Based on my own involvement as a staff member for 1.5 months, in the thesis I wish to explore eco-branding at Malmö‘s official showcase (Malmö Case). I want to look at Malmö‘s eco-branding in an overseas context, in terms of how the thematic experience was produced and consumed by regular Chinese visitors at the showcase, through theoretical conceptualizations on space- and experience production. By identifying problems and limitations that may have occurred during Malmö‘s exhibition, this thesis opens up a discussion on how they could possibly be minimized and transformed, shedding light on how Malmö‘s eco-branding could be better facilitated to the vast Chinese public in the future. I argue the form of Malmö Case as of an art gallery put the city in a relatively disadvantaged position at the Expo in competing for public attention and understanding. Thus it is firstly, strongly suggested that tourism mediators could be more developed on the basis of social and cultural context, both to establish the preconceptions of regular visitors and to be more entertaining and informative. Secondly, experience co-created by visitors and the showcase through interactivity-based activities could be an effective way to boost Malmö‘s eco-brand to the Chinese general public.}}, author = {{Chang, Yurong}}, language = {{eng}}, note = {{Student Paper}}, title = {{Malmö's Eco-branding to the Chinese public : a Shanghai Expo case}}, year = {{2011}}, }