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Malmö's Eco-branding to the Chinese public : a Shanghai Expo case

Chang, Yurong LU (2011) TKAM01 20111
Division 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:
author
Chang, Yurong LU
supervisor
organization
course
TKAM01 20111
year
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},
  keyword      = {Shanghai Expo,Malmö,experiencescape,eco-branding,city branding,Chinese public,cultural analysis,trialectics of space,urban sustainability,MACA},
  language     = {eng},
  note         = {Student Paper},
  title        = {Malmö's Eco-branding to the Chinese public : a Shanghai Expo case},
  year         = {2011},
}