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The two-faced moose: En studie om hur älgen används i internationell marknadsföring av Sverige
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The two-faced moose : A study of how the moose is used in international marketing by Sweden (English)
Abstract [en]

The purpose of the study is to investigate how Visit Sweden has chosen to work with the moose as a symbol targeting the international market. The study was based on an image analysis of Visit Sweden's website and an interview study with Visit Sweden content strategist. A comparison was then made between the different empirical results to find similarities and differences between how Visit Sweden works with the moose as a symbol and how it is actually produced. The results show that they make the moose through two different angles which includes a humorous angle and a majestic. The humorous angle exists for creating a divisible material, distinguishes themself from other countries that also have moose. The majestic angle are used as a means of transmitting Swedish nature. The results show that these two angles do not interact and there is an uncertainty about how Visit Sweden really wants to work with the moose as a symbol and thus also in its marketing strategy.

Place, publisher, year, edition, pages
2017. , 44 p.
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:kau:diva-57049OAI: oai:DiVA.org:kau-57049DiVA: diva2:1121012
Subject / course
Tourism studies
Educational program
Tourism Programme (180 ECTS credits)
Supervisors
Examiners
Available from: 2017-07-11 Created: 2017-07-07 Last updated: 2017-07-11Bibliographically approved

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fulltext(1487 kB)16 downloads
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69a7266df575acc3d5d8d20adff6be260bac829aa3919a5b67e66e24a676900cedc635bd5f64e864c723e86293f4d334f102af4abd194fdda16eb28f20f6f338
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • 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
  • text
  • asciidoc
  • rtf