Nätverket som varumärke : En fallstudie av Glasriket

Sammanfattning: Destination branding is becoming increasingly acknowledged by regions working with tourism. Underlying is the fragmented web of actors in the supply chain of which the tourism product consists of. The main purpose of our thesis was, from a management perspective, to gain an understanding and describing how a network and the actors within it can build a consistent brand. We therefore chose to make a case study research on The Kingdom of Chrystal, or Glasriket, which is one of the most famous tourist destinations in Sweden. Our research is based on theoretical and empirical data. We have carried out nine interviews with people who in different manners are involved, or had knowledge, about the brand and network of Glasriket. After having compared the empirical data to our theoretical knowledge, we came to the conclusion that network from different aspects has great influence on a destination brand. Among others our research resulted in stating that collaboration, communication, restrictions and a clear brand kernel are the essence of creating a successful destination brand. Furthermore we found that the size of different actors in the network has an influence on the brand image.