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31	Öl- och Vinturism på Gotland : En kvalitativ studie om marknadsföringen av ölbryggerier och vingårdar i sociala medier på Gotland Bendixen Söderqvist, Ellen, Andersson, Linda, Lasu, Liv January 2022 (has links) In this study beer breweries and vineyards have been studied. The purpose of the study is to illuminate how beer breweries and vineyards on Gotland market themselves on social media and how they address the Swedish law “Alkohollag (2010:1622): 7 kap. Marknadsföring av alkoholdrycker och alkoholdrycksliknande preparat”. In this study a content analysis was made on four Gotlandic businesses, two vineyards and two breweries. In the content analysis 184 posts, from the different businesses, on both Instagram and Facebook were analyzed based on a coding schedule with eight different subjects. Five semi structured interviews with the Gotlandic businesses were also made. The result showed that all breweries and vineyards are marketing themselves differently and are variously active on social media. It is also shown that there is a difference between the big businesses and the smaller ones on how they address the Swedish law. The bigger businesses have more resources on the marketing side than the smaller ones which may be a result of how they address the law. / I denna studie har ölbryggerier och vingård på Gotland studerats. Syftet med denna studie är att belysa hur ölbryggerier och vingårdar på Gotland marknadsför sig på sociala medier och hur de förhåller sig till “Alkohollag (2010:1622): 7 kap. Marknadsföring av alkoholdrycker och alkoholdrycksliknande preparat”. I studien genomfördes en kvalitativ innehållsanalys där fyra gotländska företag analyserades, två vingårdar och två ölbryggerier. I innehållsanalysen analyserades 184 inlägg på företagens Instagram och Facebook. Inläggen analyserades utifrån ett kodningsschema med åtta olika teman, även fem semistrukturerade intervjuer med de gotländska företagen genomfördes. Resultat visade att alla bryggerier och vingårdar marknadsför sig på olika sätt och är olika aktiva på sociala medier. Det finns en skillnad mellan de stora företagen och de mindre på hur de förhåller sig till alkohollagen 7 kap då de större företagen har fler resurser att marknadsföra sig med än de andra företagen. Marketing social media beer tourism wine tourism Gotland tourism industry beverage tourism alcohol law wineyard beer brewery Marknadsföring sociala medier ölturism vinturism Gotland besöksnäring dryckesturism alkohollagen vingård ölbryggeri Communication Studies Kommunikationsvetenskap
32	Hur förberedda är småföretagare inom besöksnäringen för en kris? Pestrea, Maria January 2024 (has links) Denna uppsats undersöker hur riskmedvetenhet och krisberedskap ser ut hos småföretagare i besöksnäringen, vilka förutsättningar som finns för dem och vilka behov de har. Med rätt förutsättningar blir de mer motståndskraftiga och får en bättre möjlighet att förebygga risker och hantera uppkomna krissituationer. Det finns en utsatthet i deras småskalighet vilket kan innebära behov av stöttning från sina branschorganisationer, både i hanteringen av själva krisen som i arbetet med riskmedvetenheten. Forskningen spelar en viktig roll och den är omfattande inom krishanteringens alla områden men brister i kombinationen småföretagare, besöksnäring och krishantering. Den saknar en gemensam terminologi vilket skulle underlätta och förbättra den gemensamma forskningen i framtiden, både nationellt som globalt. Dessutom behöver dagens utbildningsunderlag, krisledningsmodeller och planer nyanseras och anpassas till en mer småskalig verksamhet. Uppsatsen utgår från en pusselbitsansats och har antagit en kritisk realistisk position. Med stöd av forskningen och genom undersökningar av myndigheter, branschorganisationer och småföretagare undersöks vilka mekanismer som påverkar och vilka pusselbitar som saknas. Uppsatsens analys och slutsats bidrar med sex pusselbitar till framtida forskning och utveckling; kommunikation, nätverk, medlemsorganisationer, utbildning samverkan och forskning. / This essay examines what risk awareness and crisis preparedness look like among small business entrepreneurs in the hospitality industry, what conditions exist for them and what needs they have. With the right conditions, they become more resilient and have a better opportunity to prevent risks and handle emerging crisis situations. There is a vulnerability in their small scale, which may mean a need for support from their member organisations, both in handling the crisis itself and in the work with risk awareness. The research on this topic plays an important role and it is extensive in all areas of crisis management, but it is lacking in the combination of small business entrepreneurs, the hospitality industry and crisis management. It lacks a common terminology, which would facilitate and improve joint research in the future, both nationally and globally. In addition, today's training material, crisis management models and plans need to be nuanced and adapted to a more smallscale operation. The essay starts from a puzzle piece approach and has adopted a critical realist position. It is investigating which mechanisms have an impact and witch pieces of the puzle are missing, with the support of research and through surveys of authorities, industry organisation and small businesses. The essay's analysis and conclusion contribute six pieces of the puzzle to future research and development; communication, networks, member organisations, education, collaboration and research. Hospitality tourism crisis communication crisis management risk awareness resilience brand small business entrepreneur micro business entrepreneur Besöksnäring turism kriskommunikation krisledning krishantering riskmedvetenhet motståndskraft varumärke småföretagare mikroföretagare Övrig annan samhällsvetenskap
33	Post-human Hospitality? Opportunities and risks with AI : An exploratative case study of AI in the hospitality industry of Värmland / Posthumanistiskt värdskap? Möjligheter och risker med AI : En explorativ fallstudie av AI inom besöksnäringen i Värmland Wannemo, Fredrik January 2024 (has links) The thesis is an explorative case study focusing on the hospitality in the region of Värmland in Sweden as conceived by stakeholders in the hospitality industry. The purpose of this thesis is to expand the knowledge of how AI impacts the meaning of hospitality, by mapping how stakeholders within the different parts of the touristic system perceives and uses AI development of experiences and services that combine physical and digital spaces. Previous research in connection with AI and the hospitality industry laid the foundation for the result and analysis in the thesis. Selected theory dealt with tourism, hospitality, digitalisation, technological fixes and hybrid spaces. A hospitality perspective was selected to highlight the essence of human-to-human interaction, while also including how AI can influence interaction and services in physical and digital spaces, going beyond the focus on economical promises usually taken in tourism studies of AI. Semi-structured interviews were conducted with stakeholders of the hospitality industry in Värmland. The interview guides were based on the previous research and theoretical framework, which aided the process of gathering relevant empirical data from respondents of the different stakeholder groups, thus, contributing adequate answers to the research questions. With these means it was possible to see and map the different perspectives on what effects AI has on hospitality. The conclusion shows that the hospitality industry in Värmland is gradually exploring AI, with only a few stakeholders actively involved in projects with AI. There is a significant interest due to AI's potential to improve efficiency and create new offerings, but limited financial and human resources especially for the many small businesses in the region, along with a lacking mature state of AI hinder widespread adoptions. Stakeholders believe that AI will align with tourist needs, impacting power dynamics between tourists and destinations. AI is expected to paradoxically affect hospitality by potentially increasing or decreasing human interactions, with tourists increasingly becoming producers of their own experiences. Tourists generally have a neutral stance on AI in hospitality, preferring its use in information gathering and travel planning rather than as the experience itself. Human interaction remains highly valued, suggesting AI will rather enhance than replace it, leading to a setting of post-human hospitality. Looking ahead, stakeholders approach AI cautiously, acknowledging the need to address data privacy, regulation, and power dynamics. They see opportunities in AI but remain wary of ethical and societal implications. Artificial Intelligence AI hospitality tourism industry digitalisation Värmland Sweden European Union EU place society destination travel culture experience human interaction guest host relationship social communication sensemaking services sustainability mobility accessibility development innovation streamlining resources adoption data digital media technology marketing Artificiell Intelligens AI värdskap gästfrihet turism besöksnäring digitalisering Värmland Sverige Europeiska unionen EU plats samhälle destination resa kultur upplevelser mänsklig interaktion gäst värd förhållande sociala kommunikation meningsskapande tjänster hållbarhet mobilitet tillgänglighet utveckling innovation effektivisering resurser adoption data digitala medier teknologi marknadsföring Media and Communications Medie- och kommunikationsvetenskap

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