Entreprenörers förmåga att nå sin målmarknad

Detta är en Kandidat-uppsats från Södertörns högskola/Institutionen för samhällsvetenskaper; Södertörns högskola/Institutionen för samhällsvetenskaper


The tourism industry is a young industry in Sweden but important for the economy and a large part of the field is mountain tourism. Marketing a place is called destination marketing, which has become a huge phenomenon and an important part of efforts for promotion in the tourism industry. The entrepreneurs in the tourism industry are an important part, as these are a big part of the destination. Their marketing and communication becomes a force to reckon with in order to attract tourists to the area. The purpose of this study is to examine how entrepreneurs through destination marketing reach their target market and with the intention to identify marketing channels that the entrepreneur uses. To achieve this, two questions will be answered:

How can entrepreneurs attract customers through destination marketing? Which marketing channels do business owners use to reach out to their target market in the tourism industry? The theories used in this study are destination marketing, internet marketing, services marketing, and entrepreneurs as business owners. This study’s methodology consists of four semi-structured interviews with companies operating in Åre, which is a destination where tourists can visit the mountain all year out. Also a content analysis has been done where an observation was made looking at the company’s internet marketing. The conclusion is that the entrepreneurs through collaboration can increase the demand on the destination and reach out to more tourists. The marketing channels that was used the most is digital communication, more specifically, social media like Facebook and Instagram. Also search engine optimization to get higher traffic to the corporate website is used.

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