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Exploring Destination Image: A Visual Analysis of Stockholm’s Official Tourism Webpage
Högskolan Dalarna, Institutionen för kultur och samhälle.
2021 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

The thesis identified the importance of components of the destination image. A qualitative approach was applied to analyze the photographs of Sweden’s official tourism website-Visit Sweden as the source for data collection. A sample of 245 tourism photos was collected. Two models as analytical tools were employed for interpreting and providing more insight into the meaning of visual data. They are namely, the Component of Destination Image developed by Echtner and Ritchie and the Grammar of Visual Design described by Kress and van Leeuwen. The first model aims at identifying the most appearing tourism attributes. Using the grammar of visual design in this research could reinforce the connotative meaning of each tourism attribute. The results indicate that the main tourism features projected through the photographs are included the natural resources in addition to historical and artistic sites as a cultural heritage. Another finding is related to how the framing and composition of the tourism photos can build the national identity for the destination. Three key concepts consist of the holistic image for Stockholm: Being welcoming to everyone, open-minded people, and affluence and dynamic country. Additionally, portraying nature-based leisure such as swimming in the city play an important role in creating a positive image for this destination. Moreover, the results suggest that sustainability, archipelago, and LGBT events could enhance the unique image of Sweden. The thesis contributes with insights to the knowledge on image study.

sted, utgiver, år, opplag, sider
2021.
Emneord [en]
Destination image, functional versus psychological attributes, visual elements.
HSV kategori
Identifikatorer
URN: urn:nbn:se:du-37726OAI: oai:DiVA.org:du-37726DiVA, id: diva2:1580181
Fag / kurs
Tourism Studies
Tilgjengelig fra: 2021-07-13 Laget: 2021-07-13

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  • sv-SE
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