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Attitude, Activity and Destination Brand Identity among Swedish Entrepreneurs in Heritage Tourism: a case study of the UNESCO site of Decorated Farmhouses in Hälsingland
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Being one of the fastest growing industries, tourism has a trend to offer more innovative products and services. New opportunities and challenges have come for entrepreneurs and SMEs. Heritage tourism is one type of experience-based tourism where people can get historical or cultural experience. The potential of heritage tourism has attracted many entrepreneurs. It has been recognised activities are motivated by attitude within an entrepreneurial setting, however how the destination brand identity impacts the relationship from a supplier’s perspective is not clear. This thesis investigates the influence of destination brand on the entrepreneurs in a heritage tourism. A qualitative research design was constructed and the research strategy of a case study of the Swedish World Heritage site of Decorated Farmhouses of Hälsingland (Hälsingegårdar) was chosen. There are only seven farmhouses to represent the UNESCO site and also 34 non-listed farmhouses open to the public. After examining both groups, it could be concluded that the destination brand of a World Heritage Site will motivate the entrepreneurs to look for opportunities, which will strengthen their attitudes. However, the relationship between attitude and activity is weak due to the effect of other external factors. 

Place, publisher, year, edition, pages
2017.
Keywords [en]
entrepreneurial attitude, business model innovation, heritage tourism, destination brand identity, UNESCO
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-325237OAI: oai:DiVA.org:uu-325237DiVA, id: diva2:1113603
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2017-06-22 Created: 2017-06-22 Last updated: 2017-06-22Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
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Language
  • de-DE
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  • nn-NB
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Output format
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