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Sverige genom främmande ögon: En kvalitativ studie om hur tvärkulturell kommunikation kan stärka ett internt platsvarumärke

Davidson, Maxilia LU and Rosdahl, Emelie LU (2021) SKDK11 20211
Department of Strategic Communication
Abstract (Swedish)
Det har skett stora förändringar i resebeteendet, inte minst under covidpandemin. Det ökade intresset för att resa inom landet förväntas bestå och ett lands varumärke samt identitet spelar en betydande roll för turistnäringen. Globaliseringen gör det allt svårare att differentiera sig som land, samtidigt som multikulturella befolkningar erbjuder nya möjligheter och utmaningar. Den här studien undersöker därför hur tvärkulturell kommunikation kan användas för att stärka ett internt platsvarumärke. Genom att applicera ett teoretiskt ramverk bestående av tvärkulturell kommunikation och socialsemiotik, samt en multimodal socialsemiotisk analys, har studien analyserat delar av Visit Swedens kampanj ’De ofrivilliga turisternas guide till... (More)
Det har skett stora förändringar i resebeteendet, inte minst under covidpandemin. Det ökade intresset för att resa inom landet förväntas bestå och ett lands varumärke samt identitet spelar en betydande roll för turistnäringen. Globaliseringen gör det allt svårare att differentiera sig som land, samtidigt som multikulturella befolkningar erbjuder nya möjligheter och utmaningar. Den här studien undersöker därför hur tvärkulturell kommunikation kan användas för att stärka ett internt platsvarumärke. Genom att applicera ett teoretiskt ramverk bestående av tvärkulturell kommunikation och socialsemiotik, samt en multimodal socialsemiotisk analys, har studien analyserat delar av Visit Swedens kampanj ’De ofrivilliga turisternas guide till Sverige’. I det empiriska materialet framkommer tre betydande områden:
resmål, turisternas möte med svenskarna och kulturella symboler. Studiens resultat visar på att tvärkulturell kommunikation kan väcka intresse genom att skapa spänning kring vad som annars ses som bekant. Slutligen bidrar studien därmed med en djupare insikt kring möjligheterna och riskerna med att använda tvärkulturell kommunikation för att förmedla ett internt platsvarumärke. (Less)
Abstract
There have been major changes in travel behavior, primarily due to the COVID-19 pandemic. The increased interest in domestic travel is expected to continue and the brand and identity of nations play a significant role in the tourism industry. Furthermore, globalization presents challenges for nations when differentiating themselves on the market, at the same time as multicultural populations offer new opportunities and challenges. Therefore this study examines how cross-cultural communication can be used to strengthen an internal place brand. By applying a theoretical framework consisting of cross-cultural communication and social semiotics, as well as a multimodal social semiotic analysis, the study has analyzed parts of Visit Sweden's... (More)
There have been major changes in travel behavior, primarily due to the COVID-19 pandemic. The increased interest in domestic travel is expected to continue and the brand and identity of nations play a significant role in the tourism industry. Furthermore, globalization presents challenges for nations when differentiating themselves on the market, at the same time as multicultural populations offer new opportunities and challenges. Therefore this study examines how cross-cultural communication can be used to strengthen an internal place brand. By applying a theoretical framework consisting of cross-cultural communication and social semiotics, as well as a multimodal social semiotic analysis, the study has analyzed parts of Visit Sweden's campaign ‘The involuntary tourists' guide to Sweden’. The empirical material reveals three significant themes: travel destinations, tourists' encounters with Swedes and cultural symbols. The results of the study show that cross-cultural communication can evoke interest by creating tension regarding what is otherwise seen as given. Finally, the study thus contributes with a deeper insight into the possibilities and challenges of using cross-cultural communication to convey an internal place brand. (Less)
Please use this url to cite or link to this publication:
author
Davidson, Maxilia LU and Rosdahl, Emelie LU
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
tvärkulturell kommunikation, intern platsvarumärkning, etnocentrism, semiotiska resurser, cross-cultural communication, internal place brand, ethnocentrism, semiotic resources
language
Swedish
id
9049105
date added to LUP
2021-06-15 09:22:09
date last changed
2021-06-15 09:22:09
@misc{9049105,
  abstract     = {{There have been major changes in travel behavior, primarily due to the COVID-19 pandemic. The increased interest in domestic travel is expected to continue and the brand and identity of nations play a significant role in the tourism industry. Furthermore, globalization presents challenges for nations when differentiating themselves on the market, at the same time as multicultural populations offer new opportunities and challenges. Therefore this study examines how cross-cultural communication can be used to strengthen an internal place brand. By applying a theoretical framework consisting of cross-cultural communication and social semiotics, as well as a multimodal social semiotic analysis, the study has analyzed parts of Visit Sweden's campaign ‘The involuntary tourists' guide to Sweden’. The empirical material reveals three significant themes: travel destinations, tourists' encounters with Swedes and cultural symbols. The results of the study show that cross-cultural communication can evoke interest by creating tension regarding what is otherwise seen as given. Finally, the study thus contributes with a deeper insight into the possibilities and challenges of using cross-cultural communication to convey an internal place brand.}},
  author       = {{Davidson, Maxilia and Rosdahl, Emelie}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Sverige genom främmande ögon: En kvalitativ studie om hur tvärkulturell kommunikation kan stärka ett internt platsvarumärke}},
  year         = {{2021}},
}