Kontrasternas ö: En analys av Ölands image och hur öns varumärke kan utvecklas
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Island of Contrasts : A study of Öland’s image and how the place brand can be developed (English)
Öland’s Business Office is on the verge of developing a strategy for the island’s future tourism. Before any work with developing Öland can be carried out, it is essential to gain an understanding of how the place is perceived today.
The purpose of this essay is to study the island’s current image and make recommendations for how the place brand could be developed.
The methods used are literature studies and qualitative group interviews. The participants have been inhabitants of Öland and returning visitors from the Kalmar region. The main theories used involve place branding and place marketing.
Our analysis shows that Öland’s image is of mixed status. Öland summer time and Öland winter time are two contrasting places. An extended tourism season would be preferable.
The essay concludes with a SWOT-analysis and a list of recommendations for how to develop Öland’s brand.
Place, publisher, year, edition, pages
2011. , 64 p.
Image, Identity, Place branding, Place marketing, Öland, Tourism
Image, Identitet, Platsvarumärke, Platsmarknadsföring, Öland, Turism
Media and Communications
IdentifiersURN: urn:nbn:se:lnu:diva-12437OAI: oai:DiVA.org:lnu-12437DiVA: diva2:422515
Subject / course
Media and Communications Science
Media Management Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Palm, Lars, Professor