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Att skapa en produkt av vanlig natur. Exempel Örkelljunga

Dohn, Gustav LU and Siegel, Oskar (2016) KSKK01 20161
Department of Service Management and Service Studies
Abstract
Globalization has led to an increase in competition between places in hopes of attracting mobile capital and investments as well as new inhabitants and tourists. Nature-based tourism has become one of the most steadily growing markets for tourism in Europe. In order for a place to be attractive it has to have a brand that can be constructed depending what sort of resources a
place has. A place is a complex thing which in turn leads to certain obstacles. In the process of developing a brand many different operators are included in different operational levels. This makes it hard to develop a brand through co-operation there is a possibility that the brand a place wishes to mediate becomes fragmented.
The purpose of this essay is to... (More)
Globalization has led to an increase in competition between places in hopes of attracting mobile capital and investments as well as new inhabitants and tourists. Nature-based tourism has become one of the most steadily growing markets for tourism in Europe. In order for a place to be attractive it has to have a brand that can be constructed depending what sort of resources a
place has. A place is a complex thing which in turn leads to certain obstacles. In the process of developing a brand many different operators are included in different operational levels. This makes it hard to develop a brand through co-operation there is a possibility that the brand a place wishes to mediate becomes fragmented.
The purpose of this essay is to examine what strategies a smaller municipality in southern
Sweden is using for their brand building. We will analyse the opportunities as well as the risks these strategies entails. The essay will have Örkelljunga municipality as a case study where a newly planned project will be in focus.
We have held semi-structured interviews with people who has insight in tourism and business in different levels connected to tourism in the region known as Skåne. These have been people with a direct connection to Örkelljunga and people with an indirect connection through tourism
operators. By combining these interview with document analysis, we have made it possible to create an essay which has credibility and authenticity. We also strengthen the credibility of the essay by showing the complexities of our chosen theories and by pointing out the lack of research on how smaller municipalities work with branding and nature as their strongest resource. (Less)
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author
Dohn, Gustav LU and Siegel, Oskar
supervisor
organization
course
KSKK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
Örkelljunga, Varumärkesuppbyggnad, Varumärke, Platsmarknadsföring, Intern marknadsföring, Natur, Naturturism, Landsbygdsturism, Turism
language
Swedish
id
8891474
date added to LUP
2016-09-12 13:31:50
date last changed
2016-09-12 13:31:50
@misc{8891474,
  abstract     = {Globalization has led to an increase in competition between places in hopes of attracting mobile capital and investments as well as new inhabitants and tourists. Nature-based tourism has become one of the most steadily growing markets for tourism in Europe. In order for a place to be attractive it has to have a brand that can be constructed depending what sort of resources a
place has. A place is a complex thing which in turn leads to certain obstacles. In the process of developing a brand many different operators are included in different operational levels. This makes it hard to develop a brand through co-operation there is a possibility that the brand a place wishes to mediate becomes fragmented.
The purpose of this essay is to examine what strategies a smaller municipality in southern
Sweden is using for their brand building. We will analyse the opportunities as well as the risks these strategies entails. The essay will have Örkelljunga municipality as a case study where a newly planned project will be in focus.
We have held semi-structured interviews with people who has insight in tourism and business in different levels connected to tourism in the region known as Skåne. These have been people with a direct connection to Örkelljunga and people with an indirect connection through tourism
operators. By combining these interview with document analysis, we have made it possible to create an essay which has credibility and authenticity. We also strengthen the credibility of the essay by showing the complexities of our chosen theories and by pointing out the lack of research on how smaller municipalities work with branding and nature as their strongest resource.},
  author       = {Dohn, Gustav and Siegel, Oskar},
  keyword      = {Örkelljunga,Varumärkesuppbyggnad,Varumärke,Platsmarknadsföring,Intern marknadsföring,Natur,Naturturism,Landsbygdsturism,Turism},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att skapa en produkt av vanlig natur. Exempel Örkelljunga},
  year         = {2016},
}