Kungafamiljens sommarparadis, en pärla på Öland: En fallstudie om Sollidens slott och dess image, varumärke och positionering
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area. The collected empirical data has mainly consisted of a total of six interviews with tourist offices, and represents the image as it appears that Solliden has. The results of the thesis showed that Sollidens castle's image is relatively weak, when it emerged that few tourists know the whole Sollidens brand / concept. This may be due that a sufficiently effective marketing is not conducted by Solliden Palace. The results showed that Sollidens position in the market is seen as unique by tourists because of the royal family, but because of the weak marketing and knowledge of all parts of Sollidens castle, we identified that it is not a strong market position. However does Solliden Palace sees as a special and unique place, so with the right marketing, it can mean a major boost for Solliden.
Place, publisher, year, edition, pages
2015. , 60 p.
brand, image, positioning
Economics and Business
IdentifiersURN: urn:nbn:se:lnu:diva-44149OAI: oai:DiVA.org:lnu-44149DiVA: diva2:820797
Subject / course
Business Administration - Marketing
Tourism Management Programme, 180 credits