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The Colour of Service: En studie om färgers påverkan på hotellföretags servicelandskap & identitet
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Abstract [en]

Colour has encountered to be a significant part in marketing, which advantageously can be used in todays competitive market. Therefore, the purpose of this study is to analyze the colours varying associations and present ideas how colours can affect the hotel business. In coherence with the purpose we deveoled the research question, which resulted in following: How can hotels affect their servicescape and identity by the help of colour?

The study has a qualitative method that began in an empirical problem that has been tested against theory, which subsequently developed the research question. This implies that our study alternated between induction and deduction. The empirical data was collected using semi-structured interviews where respondents consists of color specialists and general managers in the hotel industry. During the working process we have encountered that colour holds general, cultural and traditional associations. We also discovered that hotel company's servicescape, identity and colour are strongly related to each other. This affects, creates and conveys feelings and can be competitive advantages if the choice of colour conforms with the hotel company's identity. The final discussion presents varying colour associations and ideas how colours can affect the hotel business.

Place, publisher, year, edition, pages
2015. , 68 p.
Keyword [en]
Colour, hotel, servicescape, identity, associations.
Keyword [sv]
Färg, hotell, servicelandskap, identitet, associationer.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-40553OAI: diva2:791735
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Available from: 2015-03-03 Created: 2015-03-02 Last updated: 2015-03-03Bibliographically approved

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