Att skapa och förmedla en destinationsimage : En undersökning av Sigtunas imagearbete ur ett aktörsperspektiv

Detta är en Kandidat-uppsats från Södertörns högskola/Turismvetenskap; Södertörns högskola/Turismvetenskap; Södertörns högskola/Turismvetenskap

Sammanfattning: This qualitative study has examined how Sigtuna with its local businesses works to create a united destination image and what challenges that arise in this creation. The methodological approach to collect data consists of qualitative interviews and text and image analyzes. There have been seven interviews with local businesses operating in Sigtuna and they are included in the same network. Analyzes of websites and social media, such as Facebook and Instagram, as well as videos identified as important in the process of communicating the Sigtuna image have been performed. Three theories have been applied in the study to explain what destination image includes as well as significant factors in the creation of image, networking between companies and how image can be conveyed. The results has shown that there are some improvement areas for the destination's common creation of an image. The areas that need to be developed primarily are communication between businesses and the follow up of its common goals. The presentation of the image is mainly through social media, where the historical aspects are presented as an important part of Sigtuna's image. The results also shows that there are challenges and the greatest challenge for the destination is to find a common approach that all business will work towards.

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