1819202122232421 of 35
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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
Upplev Göteborg!: Fallstudie om ett digitalt redskap hos Göteborg & Co
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Experience Gothenburg! : Case study about a digital device at Göteborg & Co (English)
Abstract [sv]

Digitala redskap är nu för tiden en vanlig strategi inom marknadskommunikation och destinationsutveckling. Trots detta är litteratur i ämnet begränsad. Därför har denna studie strävat mot en fördjupad förståelse för Göteborg & Co:s digitala redskap Evenemangskalendern. Det är en digital förteckning där turister kan hitta de aktuella evenemang som erbjuds i Göteborg. Frågorna som har tagits fram rör relevanta styrmedel förkalendern och Göteborg & Co:s syn på användningen av kalendern som ett redskap förmarknadskommunikation. Med bakgrund i destinationsmarknadsföring har en induktiv fallstudie tagit form medintervjuer, observationer och dokumentanalys. Studien är begränsad till fyra kvalitativa intervjuer, fyra observationsobjekt och sex dokument. Alla med fokus på Göteborg & Co:s egna material och anställda. Resultatet från dessa källor har sedan i en diskussion kopplats samman med teori inom destinationsutveckling, marknadskommunikation och organisationsteori. Studien visar att Evenemangskalendern inte är inbegripen i den gedigna marknadskommunikations-analys som resten av goteborg.com undergår. Kalendern har inga fasta processer gällande omvärldsbevakning eller besöksstatistik. Detta kan bero på att det operativa arbetet utförs på annan fysisk plats än det strategiska arbetet. Det ligger även en begränsning i hur Göteborg & Co definierar en turist.

Abstract [en]

Digital devices are nowadays a common strategy in marketing communication and destination development. Despite this, we find the literature on the subject limited. Therefore, this study has strived towards an immersed understanding of Göteborg & Co:s digital device Evenemangskalendern (Event Calendar). It is a digital listing where tourists can find the current events offered in Gothenburg. The questions produced revolves around relevant control documents for the calendar and Göteborg & Co:s view at the use of the calendar as a device for marketing communication. With a background in destination marketing, an inductive case study has taken form with interviews, observations and document analysis. The study is limited to four qualitative interviews, four observation objects and six documents. All with focus on Göteborg & Co:s own material and employees. The result from these sources has in a discussion been merged with theory within destination development, marketing communication, and organization theory. The study shows that the Event Calendar is not included in the solid marketing communication analysis that the rest of goteborg.com go through. The calendar has no fixed processes regarding benchmarking or visitor statistics. This could be due to the fact that the operative work is being executed at another physical place than the strategic work. There is also a limitation in how Göteborg & Co defines a tourist.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Destination Marketing Organizations, destination development, destination marketing, destination branding, online marketing, digitalization, devices, tourism
Keywords [sv]
Destination Marketing Organizations, destinationsutveckling, destinationsmarknadsföring, destinationsvarumärke, onlinemarknadsföring, digitalisering, redskap, turism
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-15285OAI: oai:DiVA.org:hb-15285DiVA, id: diva2:1261918
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-11-16 Created: 2018-11-08 Last updated: 2018-11-16Bibliographically approved

Open Access in DiVA

VT2018KF11(2664 kB)3 downloads
File information
File name FULLTEXT01.pdfFile size 2664 kBChecksum SHA-512
0ca494516b3a59ba5df897a3985f974c1b4d271479a90f7e9c3dfcbe64e2c73b52134ab9d739c49a97ce77ac31813258f119f8c4e4ffd14051f09175b5f3cdf9
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 3 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: 5 hits
1819202122232421 of 35
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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