Att forma och sälja en destination : En studie som undersöker och analyserar Höga Kustens arbete med platsvarumärke och platsmarknadsföring

• Main Author: Hjelte, Emelie
• Format: Others
• Language: Swedish
• Published: Umeå universitet, Kulturgeografi 2016
• Subjects: place marketing; destination marketing; place branding; destination branding; place image; High coast
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-122647

Today more people choose to travel, both for business and leisure, which have resulted in that tourism gradually are considered to be an important industry for different places. The increased possibility to travel and globalization is the main reason why destinations more often tend to use place branding and place marketing as a strategy to differentiate themselves against their competitors. This paper aims to study the phenomenon place marketing from a producer perspective on the destination High Coast, Sweden. Interviews was conducted with both the destination-organization and various tourism company within the region. The study aims to answer following questions: In which way do the destination developers at the High Coast work with place branding and place marketing? Perceive tourism companies in the High Coast area any benefit of and do they share the image that the destination developers want to convey? This paper shows how a destination actively work with packaging and communicating the core values of the destination. The developers work includes for instance a brand analysis where the involvement of companies and local people is one of the main points. The majority of the tourism business companies within the destination High Coast also feel that they can take advantage of the destination developers branding and that they, as individual companies, can help promote the destination.