The World Heritage as a Brand: Case study of World Heritage brand usage by sites and their stakeholders in context ofSweden and Denmark
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The UNESCO World heritage inscription has become popular with 1000+ sites
nowadays, when it was introduced after the Second World War in order to protect significant
areas such as landscapes and buildings. The popularity is visible in terms of touristic benefits
and shows an attractive feature for the designated site, transforming the World Heritage label
into a brand. However, this research finds the World Heritage brand is becoming weak in its
ability to attract tourists which is in contrast with prevailing views found in preceding studies.
The point of departure of this research is the situation on World Heritage Southern Öland what
has influenced the scope of research focusing mainly on Nordic perspectives (Sweden,
Denmark and Germany). The purpose of this paper is to call for improved stakeholder
management at World Heritage sites to improve the brand and analyses the situation and
practices in Sweden, Denmark and to a very limited extent, Germany. The research is based on
theoretical stakeholder framework and cross-case analysis based on two case studies done in
Denmark and Sweden employing data collection by interviews and questionnaires. It describes
the stakeholder management and networking as contributors to the branding of the World
Heritage sites. This paper shows various limitations of using the World Heritage brand and how
World Heritage sites may attempt to strengthen themselves by creating a common network as
well as using it as a local destination brand for commercial purpose.
Place, publisher, year, edition, pages
2015. , 69 p.
World Heritage, Tourism, Branding, Networking, Stakeholder approach.
IdentifiersURN: urn:nbn:se:lnu:diva-44533OAI: oai:DiVA.org:lnu-44533DiVA: diva2:821916
Subject / course
Business Administration - Other
Leadership - Creative, Innovative and Entrepreneurial, Master Programme, 60 credits
2015-06-02, K2048, 11:00
Rosell, Erik, PhD.
Johannisson, Bengt, Prof.