Change search
ReferencesLink to record
Permanent link

Direct link
The World Heritage as a Brand: Case study of World Heritage brand usage by sites and their stakeholders in context ofSweden and Denmark
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
World Heritage, Tourism, Branding, Networking, Stakeholder approach.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-44533OAI: diva2:821916
Subject / course
Business Administration - Other
Educational program
Leadership - Creative, Innovative and Entrepreneurial, Master Programme, 60 credits
2015-06-02, K2048, 11:00
Available from: 2015-06-17 Created: 2015-06-15 Last updated: 2015-06-17Bibliographically approved

Open Access in DiVA

fulltext(1381 kB)326 downloads
File information
File name FULLTEXT01.pdfFile size 1381 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Organisation and Entrepreneurship
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 326 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 116 hits
ReferencesLink to record
Permanent link

Direct link