Branding Helsingborg City for Domestic and International Students
(2019) SMMM20 20191Department of Service Studies
- Abstract
- The student group is an emerging target with high potential for both the service industry and municipalities. However, previous studies scrutinizing this segment have been limited despite its significance. The aim of this study is to provide a deeper understanding of how domestic and international students perceive Helsingborg city and to offer insight into the key factors influencing students’ perceptions towards Helsingborg. The methodological design of this study involved two semi-structured focus groups and online document analysis where the purposive sampling was served in. To analyze data, six categories of city brand image attributes developed by Brandt and De Mortanges (2011) were adopted in this study. Empirical findings revealed... (More)
- The student group is an emerging target with high potential for both the service industry and municipalities. However, previous studies scrutinizing this segment have been limited despite its significance. The aim of this study is to provide a deeper understanding of how domestic and international students perceive Helsingborg city and to offer insight into the key factors influencing students’ perceptions towards Helsingborg. The methodological design of this study involved two semi-structured focus groups and online document analysis where the purposive sampling was served in. To analyze data, six categories of city brand image attributes developed by Brandt and De Mortanges (2011) were adopted in this study. Empirical findings revealed that students perceived Helsingborg according to the six attributes; “activities and facilities”, “physical environment”, “people”, “accessibility”, “economy”, and “brand and reputation” (Brandt & De Mortanges, 2011). In addition, there were shown differences between domestic and international students’ perceptions especially in terms of “Swedish national brand image” which was newly added in the six categories by the researcher. Perceptions were also different depending on the ethnic and cultural backgrounds of participants even in the same domestic student group. For branding Helsingborg, therefore, both physical and socio-cultural attributes need to be integrated and those key attributes should be personalized and customized in accordance with students’ nationalities, ethnic backgrounds, and cultural proximity that will contribute to the optimization of the positive city brand image formation. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9031290
- author
- Kim, Hyunah LU
- supervisor
- organization
- course
- SMMM20 20191
- year
- 2019
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- city branding, destination image, key attributes of the place image formation, student segment, students' perceptions and experiences, service management
- report number
- 79
- language
- English
- id
- 9031290
- date added to LUP
- 2020-11-05 16:37:49
- date last changed
- 2020-11-05 16:37:49
@misc{9031290,
abstract = {{The student group is an emerging target with high potential for both the service industry and municipalities. However, previous studies scrutinizing this segment have been limited despite its significance. The aim of this study is to provide a deeper understanding of how domestic and international students perceive Helsingborg city and to offer insight into the key factors influencing students’ perceptions towards Helsingborg. The methodological design of this study involved two semi-structured focus groups and online document analysis where the purposive sampling was served in. To analyze data, six categories of city brand image attributes developed by Brandt and De Mortanges (2011) were adopted in this study. Empirical findings revealed that students perceived Helsingborg according to the six attributes; “activities and facilities”, “physical environment”, “people”, “accessibility”, “economy”, and “brand and reputation” (Brandt & De Mortanges, 2011). In addition, there were shown differences between domestic and international students’ perceptions especially in terms of “Swedish national brand image” which was newly added in the six categories by the researcher. Perceptions were also different depending on the ethnic and cultural backgrounds of participants even in the same domestic student group. For branding Helsingborg, therefore, both physical and socio-cultural attributes need to be integrated and those key attributes should be personalized and customized in accordance with students’ nationalities, ethnic backgrounds, and cultural proximity that will contribute to the optimization of the positive city brand image formation.}},
author = {{Kim, Hyunah}},
language = {{eng}},
note = {{Student Paper}},
title = {{Branding Helsingborg City for Domestic and International Students}},
year = {{2019}},
}