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Fotbollsallsvenska matcher, ortens tid i rampljuset: Sportevenemangets funktion inom turism- och destinationsutveckling
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In this study, the authors researched how destinations are affected by sport events such as Swedish premier division soccer matches from a tourism perspective. Representatives from Norrköping, Halmstad, Falkenberg, Åtvidaberg and Kalmar shared information through interviews which along with previous research and theories contributed to the results of this study. The authors have used three theories in this research, Leiper’s tourist attraction system, stakeholder’s theory and the schema theory. Five of the interviews that was conducted for this research was performed at the respondent's workplace while the remaining two were conducted by telephone. All the interviews were recorded and transcribed. Among other things, it has emerged that sport events like Swedish premier division soccer games can be seen as a tourist attraction. It has also emerged that there are two groups of effects that this kind of attraction can generate. One of those is the marketing effect which includes the destination's Swedish premier division soccer team and its matches helps to put the destination on the map, but also to create a positive image of the destination. The second effect is about consumption associated with sport events such as Swedish premier division games, including traveling soccer fans that generate benefits for the local community and therefore contribute to its economic development. With the support of previous research and theories, it has emerged that effort to increase marketing impact, for example, visibility, service and create reasons to travel can generate an increased consumption. The marketing effects can influence current and potential visitor's view of the destination, which is considered to be able to change the stakeholders' behavior. Finally, there are signs that it is very important that there is good cooperation between local actors to boost the various effects that sport events such as Swedish premier division soccer matches can generate.

Abstract [sv]

I den här uppsatsen har skribenterna undersökt hur destinationer påverkas av sportevenemang likt allsvenska fotbollsmatcher ur ett turistiskt perspektiv. Representanter från Norrköping, Halmstad, Falkenberg, Åtvidaberg samt Kalmar bidrog med information som gavs via intervjuer som tillsammans med tidigare forskning och teorier bidragit till uppsatsens resultat. De teorier som författarna använde i denna uppsats är Leipers turistattraktionssystem, Intressentteorin samt schema teorin. Fem av intervjuerna genomfördes på respondenternas arbetsplats medan de resterande två genomfördes per telefon. Samtliga intervjuer spelades in samt transkriberades. Bland annat har det framkommit att sportevenemang såsom allsvenska matcher kan ses som en turistattraktion. Det har även framkommit att det finns två grupper av effekter som denna attraktion genererar. En av dessa handlar om marknadsföringseffekten som bland annat innebär att sportevenemang och dess arrangörer exempelvis destinationens allsvenska fotbollslag och dess matcher bidrar till att sätta destinationen på kartan, men också till att skapa en positivare bild av destinationen. Den andra effekten handlar om konsumtion i samband med sportevenemang såsom allsvenska matcher, exempelvis från de tillresta fotbollsfansen något som kan gynna det lokala samhället på destinationen och bidra till dess ekonomiska utveckling. Med stöd av tidigare forskning och teorier så har det framkommit att arbetet med att öka marknadsföringseffekterna exempelvis genom synlighet, service samt skapa reseanledningar kan generera ökade konsumtionseffekter. Tillexempel genom att marknadsföringseffekterna kan påverka nuvarande och potentiella besökares syn på destinationen något som anses kunna förändra dessa intressenters beteenden. Avslutningsvis finns det tecken på att det är av stor vikt att det finns goda samarbeten mellan lokala aktörer för att öka de olika effekterna som sportevenemang exempelvis allsvenska fotbollsmatcher kan generera.

Place, publisher, year, edition, pages
2015. , 47 p.
Keyword [en]
Sport events, Fotbollsallsvenskan, Tourism, Destination, Effects, Actors, Travelling fans, Destination development
Keyword [sv]
Sportevenemang, Fotbollsallsvenskan, Turism, Destination, Effekter, Aktörer, Tillresta fans, Destinationsutveckling
National Category
Social and Economic Geography
Identifiers
URN: urn:nbn:se:sh:diva-28414OAI: oai:DiVA.org:sh-28414DiVA: diva2:857352
Subject / course
Tourism Studies
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-09-29 Created: 2015-09-28 Last updated: 2015-09-29Bibliographically approved

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