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Passagerarens Lustgård: - En studie om resenärens sinnesupplevelse på flygplatsens servicelandskap
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna studie är upprättat utefter en kvalitativ branschsektorstudie för att erhålla en djupare förståelse för flygplatsens servicelandskap och kartlägga sinnesmarknadsföringens möjligheter inom sektorn. Syftet är att klarlägga och diskutera värdehöjande faktorer som kan vara betydelsefulla för intressenter på en flygplats. Vidare ämnar studien klargöra vad resenärer uppfattar som specifikt viktigt på en flygplats för att slutligen tydliggöra betydelsen av olika sinnesintryck. I vår studie framkom servicelandskapet, sinnesmarknadsföring och värdeskapande som tre komponenter vars samspel har en inverkan på resenärens helhetsupplevelse i en flygplatsmiljö. Fem tendenser lyfts fram; basfaktorer, sinnesbevis, den regionala prägeln, hinder samt självstyrande passagerarflöden som väsentliga faktorer att beakta på en flygplats. Vi finner klara bevis för att flygplatsen med relativt små medel kan göra stora intryck med avseende att skapa en utökad sinnesupplevelse för resenären och en mer tilltalande servicemiljö.

Abstract [en]

This study is established on a qualitative industry sector research in order to obtain a deeper understanding of the airport's servicescape, and identify sensory marketing opportunities in the sector. The purpose of this study is to identify and discuss the value-enhancing factors that may be of importance for stakeholders in an airport. Further the study intends to clarify what travellers perceive as particularly important in the airport to finally clear the importance of sensory stimulations. In our study it was revealed that servicescape, sensory marketing and value co-creation as three components whose interaction has an impact on the traveler's overall experience in an airport environment. Five trends are highlighted; basic factors, sensory evidence, the regional character, barriers and self-governing passenger flows as key factors to consider in an airport. We find clear evidence that the airport with limited resources can make big impression with regard to creating an enhanced sensory experience for the traveler and a more attractive service environment.

Place, publisher, year, edition, pages
2016. , p. 65
Keyword [en]
Airport, sensory marketing, servicescape, servicequality, value co-creation
Keyword [sv]
Flygplats, sinnesmarknadsföring, servicelandskap, servicekvalitet, värdeskapande
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-49482OAI: oai:DiVA.org:lnu-49482DiVA: diva2:899281
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2016-02-05 Created: 2016-02-01 Last updated: 2016-02-05Bibliographically approved

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Examensarbete - Passagerarens Lustgård(862 kB)383 downloads
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CiteExportLink to record
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Citation style
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