Where is my mind?: Brand positioning & the City of Stockholm as perceived by international visitors.
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This paper discusses brand positioning as a core concept in customers’ expectations and
perceptions by analysing the role of service quality. The limited research in this field is
unwarranted considering the importance of the concept. The aim of this paper is to describe
the brand positioning of the City of Stockholm as a tourist destination, whilst exploring
tourists’ expectations and perceptions about service quality in the city. The data collected is
based on the qualitative semi-structured interviews conducted with 30 international
informants. The resulting data shows that there is a definitive gap between expectations and
perceptions, which means that visitors are not wholly satisfied with the service quality
experienced in Stockholm. Suggestions for improvements are offered.
Place, publisher, year, edition, pages
2013. , 52 p.
Brand positioning, brand identity, brand image, service quality SERVQUAL, tourist expectations, tourist perceptions, customer satisfaction, Stockholm.
IdentifiersURN: urn:nbn:se:mdh:diva-19269OAI: oai:DiVA.org:mdh-19269DiVA: diva2:629472
Subject / course
Maaninen Olsson, Eva