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‘Where is the harmony? It's just wild and rainy, it’s closed.’ A Case Study on Rural Destination Branding and Stakeholder Cooperation at Kullahalvön

Aicher, Carla LU and Bogdan, Karina (2024) SMMM40 20241
Department of Service Studies
Abstract
Rural destinations like Kullahalvön are becoming more and more popular as tourists look for authentic local experiences. However, the synergy between stakeholder engagement and rural branding has not received much attention in studies. We explore the complexities of destination branding and stakeholder collaboration in Kullahalvön in this qualitative study. By means of a comprehensive document analysis and in-depth interviews, we extract valuable perspectives from players in the public and private domains. Our research reveals a complex picture: while certain stakeholders find common ground with the destination branding approach, significant parts of Kullahalvön's attraction are still overseen. Furthermore, stakeholders' complete... (More)
Rural destinations like Kullahalvön are becoming more and more popular as tourists look for authentic local experiences. However, the synergy between stakeholder engagement and rural branding has not received much attention in studies. We explore the complexities of destination branding and stakeholder collaboration in Kullahalvön in this qualitative study. By means of a comprehensive document analysis and in-depth interviews, we extract valuable perspectives from players in the public and private domains. Our research reveals a complex picture: while certain stakeholders find common ground with the destination branding approach, significant parts of Kullahalvön's attraction are still overseen. Furthermore, stakeholders' complete participation in destination branding initiatives is hampered by organisational and strategic deficiencies. (Less)
Please use this url to cite or link to this publication:
author
Aicher, Carla LU and Bogdan, Karina
supervisor
organization
course
SMMM40 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
rural destination branding, destination branding, stakeholder collaboration, collaboration in destination branding, stakeholder theory
language
English
id
9169748
date added to LUP
2024-08-05 13:59:01
date last changed
2024-08-05 13:59:01
@misc{9169748,
  abstract     = {{Rural destinations like Kullahalvön are becoming more and more popular as tourists look for authentic local experiences. However, the synergy between stakeholder engagement and rural branding has not received much attention in studies. We explore the complexities of destination branding and stakeholder collaboration in Kullahalvön in this qualitative study. By means of a comprehensive document analysis and in-depth interviews, we extract valuable perspectives from players in the public and private domains. Our research reveals a complex picture: while certain stakeholders find common ground with the destination branding approach, significant parts of Kullahalvön's attraction are still overseen. Furthermore, stakeholders' complete participation in destination branding initiatives is hampered by organisational and strategic deficiencies.}},
  author       = {{Aicher, Carla and Bogdan, Karina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{‘Where is the harmony? It's just wild and rainy, it’s closed.’ A Case Study on Rural Destination Branding and Stakeholder Cooperation at Kullahalvön}},
  year         = {{2024}},
}