”I Göteborg springs det inte i rulltrapporna” : En studie om hur besökare upplever Göteborg

Sammanfattning: In today’s modern society people tend to travel more due to the globalization and the fact that people are spending more money. As a result of the increasing competition within the field of tourism it has become even more important for destinations to create a clear profile and a target group when marketing destinations; it is extremely essential to have a positive image, which is genuine and perceived by visitors. This essay is written to explore how tourists experience Gothenburg as a tourist destination and how marketing is creating the city image. The study is qualitative and consists of interviews with visitors of Gothenburg to see how they perceived the city. Further one interview is performed with the communication manager of Göteborg & Co to explore how they want to be perceived by tourists. The entire essay is written in Swedish. The result of the essay shows that the image does reflect how the city wants to be perceived, but Gothenburg needs to better their marketing to gain more tourists in the future.