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Blend In With Nature: a study about marketing communication of Indonesian ecotourism resorts
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Bli en del av naturen : en studie om marknadsföringskommunikation av indonesiska ekoturism resorts. (Swedish)
Abstract [en]

The purpose with this study is to investigate and analyse how ecotourism is marketed to customers by two Indonesian small- and medium sized ecotourism resorts, focusing on marketing communication. Further, the aim is to clarify how these companies enhances their “eco brand”. This study was based on a qualitative research method with the purpose of creating a deeper understanding for our chosen topic and an inductive approach with deductive features was undertaken. The empirical data were collected through nine interviews with representatives and customers from the two studied companies. All of the interviews were conducted in Indonesia and done face-to face. The results of this research revealed that within marketing communication, digital media and word-of-mouth, have a greater importance for small and medium sized ecotourism resorts. It is also discovered that depending on how resorts operates ecotourism it will determinate how strong their “ecobrand” image.

Place, publisher, year, edition, pages
Keyword [en]
Ecotourism, marketing communication, service marketing, word of mouth, customers, ecotourism resorts
Keyword [sv]
Ekoturism, Hållbar turism, marknadsföringskommunikation, service marknadsföring, kunder, hotell
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-40311OAI: diva2:790017
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
The Swedish International Development Cooperation Agency
Available from: 2015-02-24 Created: 2015-02-22 Last updated: 2015-02-24Bibliographically approved

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Blend in with nature(967 kB)74 downloads
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