Organisering av turism på destinationerna Dalarö och Utö : En studie om turismaktörerna på Dalarö och Utö samt jämförelse med Gamla Stan

Sammanfattning: Purpose: The study is based on analyzing how different organizations organize and market tourism in the Haninge archipelago. The study compares the organizations on Utö and Dalarö with a tourism organization in Gamla Stan, to see if there are any similarities and differences in the strategic planning process. Method: This study is based more on words than on numbers. Which means that it is a qualitative study that contains (7) pieces of semi-structured interviews and two observations of the destinations Dalarö and Utö. The interviews and observations give a greater understanding of how to plan for tourism and also emphasize how important it is for actors to plan their business, to reach out to existing customers but also to attract new customers. Theory: The theories used include strategic planning, strategic marketing, product differentiation and SWOT analysis. These are used to gather information about how the organizations plan their businesses, what products they offer and their goals with tourism. Result: The result showed that the organizations focus on various issues and the strategic planning process is not mentioned by many. The tourism organization in Gamla Stan emphasizes the importance of a clear planning process that includes the whole staff and how important it is to follow guidelines with restrictions to prevent tourism from harming the environment. The organizations on Dalarö and Utö focused more on how to deliver information and service to best meet the tourists.