<p>Umeå is a city that is known for its music scene. Credible bands and artists have consequently sprung out and put the city on the map for as long the authors of this paper can remember. The city has a specific image and this study seeks to shine a light on how this came to be. Has there been a conscious marketing strategy in order to gain the reputation that Umeå has, or is the city’s music scene so prominent that it speaks for itself? Data for the study were collected through conducting qualitative interviews with the producers of the two music festivals Umeå Open and Umeå International Jazz Festival. The results show that cultural visions and marketing are constantly interacting, but to the authors’ knowledge, no conscious decisions have previously been taken to market Umeå as a city of music. Still, with current acts like Deportees, David Sandström and Frida Hyvönen just to mention a few, the image of Umeå is more justified than ever.</p>

Umeå is a city that is known for its music scene. Credible bands and artists have consequently sprung out and put the city on the map for as long the authors of this paper can remember. The city has a specific image and this study seeks to shine a light on how this came to be. Has there been a conscious marketing strategy in order to gain the reputation that Umeå has, or is the city’s music scene so prominent that it speaks for itself? Data for the study were collected through conducting qualitative interviews with the producers of the two music festivals Umeå Open and Umeå International Jazz Festival. The results show that cultural visions and marketing are constantly interacting, but to the authors’ knowledge, no conscious decisions have previously been taken to market Umeå as a city of music. Still, with current acts like Deportees, David Sandström and Frida Hyvönen just to mention a few, the image of Umeå is more justified than ever.

Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. In total, the study received 102 respondents. Conclusion: The study found support for previous studies regarding events having an effect on the customer-brand relationships. However, this study also found that events have a particular effect on the emotional aspects of the theories used in the study, which are believed to lead to stronger relationships.

Syftet med denna undersökning är att den ska öka förståelsen kring hur referenser till människans fem sinnen kan se ut i marknadsföring av löplopp. Tidigare studier menar att det är svårt, om inte omöjligt, att stimulera vissa av dessa sinnen via sociala medier vilket också väcker ett intresse för hur företag arbetar för att komma i kontakt med dessa sinnen? Undersökningen fokuserar på fem löplopps marknadsföring. För undersökningen har en kvalitativ metod använts där loppens hemsidor, officiella filmer samt Facebook- och Instagram-inlägg studerats. För att förstå insamlade data har dels en teori om sinnesmarknadsföring av Hultén, Broweus och van Dijk använts men också en teori gällande samverkan mellan text och bild av Nordström. Dessa används vidare som verktyg vid analysarbetet tillsammans tidigare forskning. Resultaten av föreliggande studie visar att löploppens marknadsföring via Internet endast stimulerar synen samt hörseln. För lukten, smaken och känseln kan människan endast ha minnen till upplevelser genom just dessa sinnen. / The purpose of this study is to increase the understanding of how references to humans five senses can be seen in the marketing of running races. Earlier studies highlight that it is difficult, if not even impossible, to stimulate some of these senses through social media, which also raises an interest in how companies work to get in touch with these senses? This study focuses on the marketing of five running races. For this study, a qualitative method has been used where the websites of the running races, official videos, Facebook and Instagram posts have been studied. In order to understand the collected data, a theory of sense marketing by Hultén, Broweus and van Dijk has been used, but also a theory about interaction between text and image by Nordström. These two theories are used as tools in the analysis work. The results shows that the marketing of the running races only stimulates the sight sense and the sense of hearing. For the smell sense, taste sense and touch sense the human being can only have memories of experiences through these specific senses.

Forskningsfrågor: Hur påverkar och påverkas uppfattningen om Uppsala stad som varumärke av besökarnas attityder under Valborgsfirandet? Hur skiljer sig besöksintentionerna hos olika segment av eventbesökare när det gäller deras deltagande i Valborgsfirandet? Hur påverkar dimensionerna som driver besökarnas intresse och deltagande i Valborgsfirandet i Uppsala deras intentioner?  Syfte: Studien syftar till att undersöka eventbesökares attityder, upplevda beteendekontroll och subjektiva normer under ett evenemang. Vidare syftar studien till att belysa hur uppfattningen om varumärket för evenemangsdestinationen Uppsala och hur miljöaspekter påverkar dimensionerna och besökares intentioner, engagemang och deltagande i evenemanget. Målet är att ge projektledaren Destination Uppsala underlag för att förbättra framtida evenemang. Metod: Studien antar en deduktiv forskningsansats och tillämpar en kvantitativ forskningsmetodik. Primärdata från 254 respondenter samlades in via en enkätundersökning som utformades i Google Formulär och riktades till besökare under Valborgsfirandet i Uppsala.  Slutsats: Resultatet av studien visar att alla fem dimensioner i forskningsmodellen  påverkade besöksintentionen, där attityden var mest inflytelserik. För att öka besöksintentionen rekommenderas Destination Uppsala att fortsätta stärka varumärket och skapa en attraktiv omgivning för besökarna, vilket kan öka intresset för evenemanget och främja turismen i Uppsala. / Research questions: How does the perception of Uppsala city as a brand influence and is influenced by visitors' attitudes during the Walpurgis celebration? How do the visit intentions of different segments of event attendees differ regarding their participation in the Walpurgis celebration? How do the dimensions driving the visitors' interest and participation in the Walpurgis celebration in Uppsala influence their intentions? Purpose: The study aims to investigate event visitors attitudes, perceived behavioral control and subjective norm during an event. Furthermore, the study aims to shed light on how the perception of the brand for the event destination Uppsala and how environmental aspects affect the dimensions and visitors intentions, engagement and participation in the event. The goal is to provide the project manager, Destination Uppsala, with insights to enhance future events.  Method: The study has a deductive research approach and applies a quantitative research method. Primary data from 254 respondents was collected through a survey conducted in Google Forms and targeted visitors during the Walpurgis Night celebration in Uppsala.  Conclusion: The results of the study show that all five dimensions in the research model influenced the visit intention, with attitude being the most influential. To increase visit intention, Destination Uppsala is recommended to continue strengthening its brand and creating an attractive environment for visitors, which can increase interest in the event and promote tourism in Uppsala.