"Man vill inte bli en mänsklig version av en digital tjänst" : en studie om turistbyråns avveckling i Uppsala och Malmö

Sammanfattning: Abstract The study began out of curiosity to research stakeholders perception about decommissioning visitors centers in Sweden. Decommissioning visitors centers is an ongoing trend caused by the change in visitor behaviour. A major cause to this change is the new information- and communication technologies such as more advanced digital platforms. Through an inductive research approach and a qualitative research method have we studied the phenomenon decommissioning of visitor centers. The empirical material is gathered through unstructured telephone interviews with relevant stakeholders. We concluded that stakeholders at both destinations have experienced a greater responsibility for the hospitality given. They also got the impression that visitors do not gain enough essential information upon arrival and gets baffled by this lack of information. In addition to this, the result of the study indicates a blurred line around who is responsible for the personal and the digital hospitality at the destinations. The confusion about who's in charge for handing out tourism information is present at both destinations.