Tillämpandet av platsmarknadsföringen: i Värmland
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Applying place marketing : in Värmland (English)
Place marketing has had a dramatic disperse in the late 2119st centuries. It is an important tool to attract tourists, visitors, investors and newcomers. On a global level investors and enterprises use place marketing strategies to attract investors and enterprises. Places, municipalities, cities and regions are using place-marketing strategies to increase the attraction value of the place. Expectations on the application of place marketing are positive economic impact for a place. This study discusses what is happening behind the "scenes" in place marketing of a province. The aim of the study is to investigate the market managers´ approach in the marketing of a place, and what influences a municipality's choice of promoting the specific aspects made today. In the study the province of Värmland has been investigated through interviews with representatives of seven municipalities and the economic association Visit Värmland. The theoretical part of the study describes the different perspectives forming the basics of marketing management. The theoretical concepts in the study provide answers to the aim and questions and are divided into four main categories. These concepts are place strategies, decision making and interactions between place marketing, municipality involvement and the work of place image, identity and branding is studied. In the study an interpretive method has been used, this in the form of interviews with the municipalities and Visit Värmland. The thesis´ theoretical approach includes a hermeneutic and social constructivist approach. The empirical part presents the results of the interviews. The analysis section connects the results with the thesis´ theory. The analysis chapter discusses similarities and differences in the place marketing efforts applied in Värmland. The thesis´ conclusion brings the different parts together and answers the research questions. One of the conclusions consists of the local communities’ lack of involvement in the application of the municipalities’ identities. A second conclusion consist that municipalities’ place marketing strategies is distinguish in a region. Additionally, further research is suggested.
Place, publisher, year, edition, pages
2016. , 84 p.
Karlstad University Studies, ISSN 1403-8099Studier i de samhällsvetenskapliga ämnenas didaktik
Place marketing, local community, collaborations, strategies
Platsmarknadsföring, lokalsamhället, samarbeten, strategier
Human Geography Cultural Studies Other Social Sciences not elsewhere specified
IdentifiersURN: urn:nbn:se:kau:diva-44225OAI: oai:DiVA.org:kau-44225DiVA: diva2:945232
Subject / course
Tourism Programme (180 ECTS credits)
2016-06-09, 09:15 (Swedish)
Berglund, Camilla, Universitetslektor
Gibson, Laila, Filosofie Doktor