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Branding of a Private Tourism Business in Sweden towards Foreign Markets: The Case of Främby Udde Resort in Falun, Sweden
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The research investigates branding of a private tourism business in Sweden towards foreign markets based on the example of Främby Udde resort in Falun. The main concepts are brand image and brand identity in tourism. The study examines how the brand identity created on the website of Främby Udde aligns with the actual brand image that the visitors acquire after they experience their stay. Content analysis of the website and of guest reviews is used to explore the brand identity and brand image of the resort. Analysis of the results provides feedback on how Främby Udde aligns its brand identity with the existing brand image and gives suggestions on how to improve branding of the resort towards foreign markets.

Place, publisher, year, edition, pages
2014.
Keyword [en]
Branding, Destination Branding, Brand Image, Brand Identity, Destination Image, Destination Identity, Sweden, Private and Small Tourism Businesses
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:du-14529OAI: oai:DiVA.org:du-14529DiVA: diva2:729204
Available from: 2014-06-25 Created: 2014-06-25 Last updated: 2014-06-25Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • 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