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Trädkojan: från lek till business: en studie om Treehotels marknadsföring och identitet/image
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna uppsats är att undersöka vilken typ av marknadsföring som Treehotel använder sig av, samt studera skillnader och likheter mellan Treehotels identitet och imagen som förmedlas i massmedier och sociala medier.

Slutsatsen i denna undersökning visar att Treehotel använder marknadsföringsmetoderna storytelling och viral marknadsföring samt använder direkta marknadsföringskanaler och drar nytta av indirekta marknadsföringskanaler. Resultatet från innehållsanalysen visar att det finns stora likheter men även vissa skillnader mellan Treehotels identitet och den image som förmedlas i massmedia och sociala medier. 91 procent av artiklarna, TV- reportagen och inläggen har minst en del av Treehotels identitet.

Abstract [en]

The purpose of this paper is to investigate the types of marketing Treehotel is using, and to study the differences and similarities between Treehotels identity and image conveyed in mass media and digital social networks.

This study shows that Treehotel use the marketing methods storytelling and viral marketing and use direct marketing channels and benefit from indirect marketing channels. The results of the content analysis show that there are similarities but even some differences between Treehotels identity and the image conveyed in the mass media and digital social networks. 91 % of the articles, TV-spots and posts have at least one part of Treehotels identity.

Place, publisher, year, edition, pages
2013. , 46 p.
Keyword [sv]
Marknadsföringsmetoder, marknadsföringskanaler, image, identitet
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-19743OAI: oai:DiVA.org:sh-19743DiVA: diva2:650128
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-09-20 Created: 2013-09-19 Last updated: 2014-01-31Bibliographically approved

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File name FULLTEXT01.pdfFile size 1023 kBChecksum SHA-512
67d3b178b2fb9ecde9ca62837cd06cc89fa37d8d8574bdaaf3b0aadfaa7e1606ebaa62c1cf3bef2c035073e17b3d73d573f3ccab1db01090bf17879cdbd027e4
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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