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Att återskapa en turistdestination på ruiner av krig: En studie om Belgrads destinationsimage, branding och utveckling ur ett aktör- och turistperspektiv
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to examine how Belgrade as a tourist destination was affected by previous political disorder during the 1990’s on the query of destination image, destination branding and destination development. The research also discussed how different actors in the public and private sectors work on the issue and how international tourists’ perspectives look like in relation to this topic. A qualitative method was applied through semi-structured and structured interviews with three actors within tourism sector, one from the public sector, and further 15 interviews with international tourists. The study's results show that Belgrade, as a tourist destination, was mainly affected by the civil war in the 1990’s. The war created a negative destination image, undefined destination branding and a non-sustainable destination development. The following led to, reduced number of incoming tourists and economic stagnation, which resulted in a lack of resources to invest in destination development. It created a negative destination image in a global aspect, and in addition to that international tourists usually associated Belgrade with insecurity and political instability. However, tourism started to increase following the new political regime approximately 10 years ago, when major efforts were made by both international and national investors. Accordingly, actors within various private and public sectors are involved in expanding tourism products, increasing marketing efforts and placing the destination on an international tourism market.

Abstract [sv]

Syftet med studien är att undersöka hur Belgrad som en turistdestination påverkades av tidigare oroligheter under 1990-talet i frågan om destinationsimage, branding samt utveckling. Undersökningen berörde även hur olika aktörer inom den offentliga och privata sektorn arbetar i frågan samt hur internationella turisters perspektiv ser ut i relation till detta. En kvalitativ metod tillämpades genom semistrukturerade och strukturerade intervjuer med tre aktörer inom turismsektorn och en från den offentliga sektorn samt 15 intervjuer med internationella turister. Studiens resultat visar att Belgrad som en turistdestination påverkades i en stor utsträckning till följd av krigshändelserna under 1990-talet. Detta skapade en negativ destinationsimage, odefinierad destination branding samt att destinationsutvecklingen som var icke hållbar. Därmed minskade antal inkommande turister, ekonomin stagnerade samt att det resulterade i brist på resurser för investeringar i att återuppbygga destinationen. Detta skapade en negativ destinationsimage för omvärlden då potentiella turister associerade staden med osäkerhet och politisk instabilitet. Dock konstaterades det att turismen började öka i och med den nya politiska regimen, då ca 10 år sedan började det ske stora insatser från både internationella och nationella investerare. Därmed arbetar olika aktörer inom den privata och offentliga sektorn med att utöka sina turistprodukter och marknadsföringsinsatser samt placera Belgrad på den internationella turistmarknaden.

Place, publisher, year, edition, pages
2019. , p. 51
Keywords [en]
destination image, destination branding, destination development, political instability, economic sustainability, Belgrade
Keywords [sv]
Destinationsimage, destination branding, destinationsutveckling, politisk instabilitet, ekonomisk hållbarhet, Belgrad
National Category
Social and Economic Geography
Identifiers
URN: urn:nbn:se:sh:diva-38578OAI: oai:DiVA.org:sh-38578DiVA, id: diva2:1335688
Subject / course
Tourism Studies
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2019-07-09 Created: 2019-07-06 Last updated: 2019-07-09Bibliographically approved

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