"Något för alla" : En kvalitativ studie om stadsfestivalens påverkan på stadens varumärke

Sammanfattning:

The intention of this study is to get a deeper understanding of the phenomenon city festivals and their impact on a city’s brand. As a result of our intention we have formed the following purpose; describe and analyse in what ways a city festival can promote and develop the city’s brand.

Our study is based on a qualitative research methodology, as the intention was to get a deeper understanding of our research topic. The study took a deductive approach to begin with, however, as time proceeded we worked with the theory and empiricism parallel. This resulted in a shift between a deductive and inductive approach. Our empirical foundation is based on eight semi-structured interviews with respondents from five cities and festivals across Sweden.

During the analysis process we come across some tendencies that the empirical material largely conformed to the theoretical frame of reference. In conclusion we have found that a city festival can be a part of the formation of the city brand, however this requires that the city already has a clear and thorough vision and focus.