Stockholms stolthet: Stockholm Pride : En undersökning om Stockholm Pride festivalens påverkan på Stockholms besöksnäring.

Sammanfattning: In this thesis the survival and development of a yearly recurring event will be examined. The purpose of this work is to examine how the festival Stockholm Pride has developed and to find out what underlying factors and conditions that lays behind the development. Also being examined is how the event affects Stockholm city’s tourism industry. To be able to fulfill the purpose of the thesis a qualitative research has been used and two persons with allot of knowledge about Stockholm Pride and Stockholm’s tourism industry has been interviewed. Complementary data has been selected in the form of statistics over the number of visitors and nights spent in Stockholm and a project description about development and marketing has been analyzed. The result of the collected data has then been analyzed with the help of earlier theories and research and has led to a conclusion. With these components the purpose of the thesis has been fulfilled.   The analysis of the result and theories leads to the conclusion that Stockholm Pride both as a festival and an organization from its stars has developed and grown in size, however the development has not always been consistent but has had its downfalls. There are many factors leading to the positive development, examples are the hosting cities commitment and the target groups travelling pattern. The festival has a tendency to only affect Stockholm’s tourism industry in a positive way and attracts visitors and contributes to the city’s image.