Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
City Branding: - What do you expect?
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: It has become easy for tourists to visit different countries and cities for

vacation due to the globalized world one live in today. Because of the consumers desire to

travel and the tough competition among cities, emphasis have been put on city branding with

the aim of making a consumer chose a specific city to visit instead of competing ones. In

order to create a strong city brand it is important to look at the tourists’ expectations of a city, to get an understanding of what is expected from the consumer and what a city brand should work on in order to get satisfied visitors.

Purpose: The purpose of this study is to explain what attributes of a city brand that impact

the overall expectation of a potential consumer.

Methodology: This is a quantitative study analyzing the 313 answers of conducted

questionnaire. The authors have used both a simple and a multiple linear regression to test

seven different hypotheses.

Conclusion: This research shows that there are six attributes that has a positive impact, these six can explain 77,7% of the overall expectations towards a city brand of a consumer. These attributes are; infrastructure, attraction, uniqueness, expected enjoyment, value for money and word-of-mouth. Expected enjoyment and value for money were the most important attributes when people decide on a trip.

Key Words: City branding, destination branding, place branding, expectations, tourism.

Place, publisher, year, edition, pages
2016. , 62 p.
Keyword [en]
City branding, destination branding, place branding, expectations, tourism.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53563OAI: oai:DiVA.org:lnu-53563DiVA: diva2:937551
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2016-06-15 Created: 2016-06-15 Last updated: 2016-06-15Bibliographically approved

Open Access in DiVA

fulltext(3129 kB)128 downloads
File information
File name FULLTEXT01.pdfFile size 3129 kBChecksum SHA-512
bb4d0bd5af81c37b35d8462a3460217b1696e23d6cc624eed41e88dcac4c0ca61b35127188a51a670da24a169adb5e2486e795e7fdc8f8ae9ba1a69819582bd1
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Malmgren, JenniferNorman Sylvendahl, FeliciaWessman, Anna
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 128 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

urn-nbn

Altmetric score

urn-nbn
Total: 326 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf