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Innanför murarna: En kvalitativ studie om förväntningar och upplevelser på Kalmar Slott
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Inside the walls : A qualitative study of expectations and experiences at Kalmar Castle (English)
Abstract [sv]

Forskningsfråga: Vad finns det för bidragande faktorer till skapandet av förväntningar och upplevelser på Kalmar Slott och hur påverkas deras marknadsföring av dessa faktorer?

Syfte: Syftet med denna studie är att klargöra på vilket sätt Kalmar Slott arbetar med kundernas förväntningar och upplevelser. Vi vill därmed undersöka vilka faktorer som bidrar till skapandet av förväntningar och upplevelser.

Metod: Studien är genomförd med en kvalitativ metod och grundar sig i en induktiv forskningsansats. Studien är en fallstudie på Kalmar Slott och det empiriska materialet grundar sig i semistrukturerade intervjuer.

Slutsatser: Resultatet av studien visar vilka faktorer som påverkar Kalmar Slotts arbete med skapandet av förväntningar och upplevelser och hur de påverkar marknadsföringen. Vi har identifierat fem stycken sådana faktorer, vilka är: traditionell marknadskommunikation, sociala medier, word of mouth, autenticitet samt personal. Studien visar också att Kalmar Slott integrerar många av dessa faktorer i sitt arbete för att kunna skapa en service av hög kvalitet.

Abstract [en]

Purpose: The purpose of this study is to clarify how Kalmar Castle works with customers’ expectations and experiences. We would therefore like to examine the contributing factors to the creation of expectations and experiences.

Research question: What are the contributing factors for the creation of expectations and experiences at Kalmar Castle, and how is their marketing affected by these factors?

Method: The study is conducted with a qualitative method and is based on an inductive research approach. The study is a case study of Kalmar Castle and the empirical data is based on semistructured interviews.

Conclusion: The result of the study show what factors affect Kalmar Castle’s work with creating expectations and experiences and how these factors influence the marketing. We have identified five such factors and these are: Traditional marketing communications, social media, word of mouth, authenticity, and the employees. The study also shows that Kalmar Castle integrates many of these factors in their efforts to create a high quality service.

Place, publisher, year, edition, pages
2017. , 55 p.
Keyword [en]
Kalmar Castle, expectations, experiences, service, quality, social media, word of mouth
Keyword [sv]
Kalmar Slott, förväntningar, upplevelser, service, kvalitet, sociala medier, word of mouth
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65248OAI: oai:DiVA.org:lnu-65248DiVA: diva2:1109115
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-16 Created: 2017-06-13 Last updated: 2017-06-16Bibliographically approved

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Erickson, NathalieIvarsson, Hanna-StinaSjöberg, Malin
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CiteExportLink to record
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Citation style
  • apa
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Output format
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