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Sverigebilden internationellt: En studie inriktad på vilken bild av Sverige som kommuniceras internationellt
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Visit Sweden is a marketing company with the main objective to promote Sweden from a tourism perspective internationally. Visit Sweden’s main office is in Stockholm. Other than that, Visit Sweden has twelve abroad offices which focus on marketing of Sweden in the specific country. To make Visit Sweden’s marketing as efficient as possible, the focus is on marketing to the global traveller. They have also studied how Sweden is perceived internationally.This study aims to understand what the image of Sweden is communicated internationally. It highlights Visit Sweden’s way to market Sweden from a tourism perspective. The study is based on Visit Sweden’s main markets and how Visit Sweden works towards different subgroups within “the global traveller”. To further understand how the image of Sweden is internationally, I have done a survey which people from different countries have answered. The objective of questionnaire survey was to understand how people in other countries look at Sweden.The conclusion of the study; Visit Sweden has focused on a target group “the global traveler” that has the same values that exist in Sweden. Visit Sweden’s marketing is communicated out to their main countries, based on what people in the country is interested in doing on their vacation. The picture of the global traveler in Visit Sweden's main countries is therefore reflected in the person’s own interests. According, to the survey, which was based on a mix of different people in the world, it appears that Sweden has an established image as reminiscent of how it looks in the most northern part of Sweden. Both the global traveler and the people from the survey see Sweden as a country of innovation. The picture of Sweden as a country of innovation goes along with Visit Sweden’s goals to market the country. However, the general knowledge about Sweden needs to get better among potential international visitors.

Place, publisher, year, edition, pages
2017. , p. 66
Keywords [sv]
Sverige, Visit Sweden, turism, marknadsföring, image, målgrupp, kommunikation, internationellt, Sverigebilden
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-59772OAI: oai:DiVA.org:lnu-59772DiVA, id: diva2:1064500
Subject / course
Tourism Studies
Educational program
Tourism Management Programme, 180 credits
Presentation
2017-01-12, Kalmar, 13:50 (Swedish)
Supervisors
Examiners
Available from: 2017-02-03 Created: 2017-01-12 Last updated: 2017-02-03Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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