Introduction: Destination Jönköping is a firm whose task is to promote and developJönköping as a destination. The physical tourist offices were staffed byDestination Jönköpings crew until 2018. A concept called “InfoPoint” wereestablished when the tourist offices closed. An InfoPoint is a tourist servicelocation. The InfoPoints are placed in different businesses around themunicipality where the visitor can turn for help. The staff from DestinationJönköping supports the business staff in their hosting performance bycontributing with knowledge and material about the activities the municipalityhas to offer. Businesses who are not InfoPoints are welcome to take part of thesupport Destination Jönköping offer. The support is given in the form ofincluding newsletters, study trips, sightseeing trips, and workshops. Purpose: The purpose of this study is to investigate how the participants within thehospitality industry experience the support from Destination Jönköping in theirhosting performance. Methods: A quantitative survey with qualitative features was used based on the purposeof the study and the question formulation. The survey was designed as a websurvey. Conclusion: The support given is perceived as positive and the majority is satisfied with thecontent and see the benefits of the activities. Two factors can affect theexperience of hospitality support. The first factor is how the business definesthe concept of hospitality. The second factor is the vision the business has aboutDestination Jönköping’s mission. / <p>Examen i vårdadministration, YH-utbildning:20 Yh-poäng</p>

Background City branding is an emerging practice that is executed by an increasing number of cities all around the world. The concept is used to transform a location into a destination by applying different strategies. Jönköping is a growing city in terms of size, revenue and population. Two organisations, Destination Jönköping and Jönköping City AB, are constantly working with city branding in Jönköping to improve its city image. Purpose The purpose of this study is to identify and investigate the collaboration between Destination Jönköping and Jönköping City AB and if a partnership exists. Another part of the purpose is to recognise the main elements that have been used in order to achieve the same goal, which is to generate growth. Furthermore, an investigation will be performed of how significant these specific elements have been and still are for Jönköping’s branding process. Method In order to achieve the purpose of the thesis, primary as well as secondary data have been collected. Interviews, a case study and existing literature have provided a well-established foundation for the analysis and conclusion.   ConclusionThe authors found that the two organisations often help each other with different projects, however, they do not have a declared partnership. A partnership would be beneficial for both organisations regarding greater resources, larger networks and possibilities to reach wider target groups. The most important elements are Elmia and Jönköping University, which attract individuals to Jönköping. This results in an increase in the city’s growth.