Arenans betydelse för en stad : En studie av en arenas tillförande av väde i platsmarknadsföring

• Main Authors: Moghimi, Navva, Nirvander, Mathias
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Ekonomihögskolan, ELNU 2012
• Subjects: Platsmarknadsföring; Platsvarumärke; Värdeskapande; Arena; Place marketing; place branding; creating value; arena
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20021

Abstract The purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions: 1. What are the underlying reasons why there has been such a big trend with arena project? 2. How can an arena create value for a city in the use of place marketing? We have chosen to use a qualitative research method for this essay and we have shifted between an inductive and deductive character. The qualitative research method was a fitting choice for us since our purpose was to obtain an indepth understanding of the research problematics. Therefore there have been six different semi-structured interviews; four of them are composed of actors involved in two recently completed and ongoing arena projects. And the other two interviews where from experts on arenas. One of the most important conclusions that we can draw from the research and analysis is that it has become such a big trend of the construction of arenas do to the professional sports associations. Also arenas will contribute to a financial flow for the city. You can clearly see that the professional sports are the core of the entire arena project and a big contributing reason for the constructions of a new arena. An arena is of value for a city in its use of place marketing because it creates a strong added value within professional sports for both the players and audience, which then reinforce a strong identity for cities.