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Initiating Relationships in Destination Marketing: A Case Study of the Wallander Film Production
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis focuses on the process of initiating relationships in destination marketing and includes an in-depth case study of the Wallander film series. Destination marketing is unique due to its dependency on relationship creation – typically, dynamic contacts have to be established between the film company, its financial sponsors and the stakeholders in the designated destination. In order to understand how these relationships are created and their dynamics, this thesis explores the factors that impact the process of initiating relationships, called converters and inhibitors. The results reveal that views differ between the film production company and the regional authorities tied to the destination as to which factors that act as converters and inhibitors. While both parties agree that striving for mutual understanding & social chemistry are important converters, the production company further adds a receptive attitude & motivated approach and creatively driven visionaries as vital converters. The regional authorities on the other hand highlight mutual respect, passion/courage-driven visionaries and structure, transparency & communication as key converters. As for the inhibitors, the production company points to lack of motivation, lack of resources and lack of open-mindedness, while the regional authorities highlight lack of mutual understanding & respect, bureaucratic layers and industry-related cultural differences. 

Place, publisher, year, edition, pages
2017.
Keywords [en]
Destination Marketing, Film, Business Relationships
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-317273OAI: oai:DiVA.org:uu-317273DiVA, id: diva2:1080921
Educational program
Bachelor Programme in Business Studies
Supervisors
Available from: 2017-04-12 Created: 2017-03-12 Last updated: 2017-04-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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Output format
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