Platsmarknadsföring : Små och medelstora tätorters platsvarumärkesuppbyggnad via det digitala nätet

Sammanfattning: The purpose of this paper is to investigate how tourist agencies in rural areas work with their information channels for the place marketing of their destinations and brand management. By means of information channels we mean the tourist agencies' social media, their own website and printed materials. The questions asked in this paper are: How do the tourist agencies work with the destination's brand through the website and in social media such as Instagram and Facebook, and How do tourist agencies work with the image of the destination from visitors and the local in their social channels. The essay is based on a social constructivist point of view, since it is about the work of the tourist agencies about shaping the destination's brand and the place marketing that serves to create an idea of the place and its values. The conclusion of this study is that through social constructivism we were able to conclude that there are several decisive factors that affect the work of the tourist agencies with the location marketing and the brand than visitors and residents. The information collected gave more information than what was requested.