Jubel för rubel? : En studie av rysk turism i Sverige

Sammanfattning: This C-level thesis deals with Russian tourism in Sweden and explains what measures are being used in Sweden in order to attract Russian tourists. Since a high number of companies and organizations are actively involved in developing Russian tourism to Sweden, we have decided to focus primarily on the most active Swedish and Russian companies within the industry. Therefore several big and well-established companies, often located in the largest cities of Russia and Sweden i.e. Stockholm, Moscow and St Petersburg, have been the subject of our analysis. Chapter “Bakgrund” presents numerous facts and information about the nature and scale of the Russian tourist market today and in the nearest future. The reader will get a chance to take a closer look at the changes that have happened in the Russian society contributing significantly to the fast development of the tourism industry. In chapter “Metod” the methodology applied during the research, analysis and drawing conclusions is described. Our choices are discussed and motivated as well as key terms and concepts are defined. The theoretical framework of the thesis consists of selected theories. The theories used include among others such concepts as push- and pull factors, classifications of tourists and Butler sequence model (Resort Life Cycle Model). The theoretical framework follows of our empirical research, which includes documentation of our interviews with chosen companies and organizations along with analysis of existing publications and sources within the field. The interviewed and analyzed subjects were Visit Sweden, Stockholm Visitors Board, Junibacken, Vasa Museum and several larger Russian travel agencies i.e. Federal Tourism Agency of Russian Federation. Also an own survey between the immediate consumers of the Swedish tourist offers was covered by our research and will be summarized in this chapter. The analytical part of the work consists of discussing the information gathered through the different channels. The analysis is carried out in the light of the applicable theories and models. The conclusions are drawn about the existing situation and an attempt is made to create several future scenarios describing possible development of the Russian-Swedish tourism exchange. Finally a criticism of the sources and a review all references used in the thesis are carried out.