<p>Säsongsvariationer är vanligt inom turismen och drabbar olika destinationer och regioner i varierande grad. Destinationernas lokalisering är en avgörande faktor vad gäller påverkan av säsongsvariationer och destinationer som är avsides belägna påverkas ofta i större utsträckning. Detta kan ses inom den svenska fjällturismen där resenärerna främst besöker destinationerna under vinterhalvåret, vilket innebär att det blir en ojämn fördelning i besöksströmmarna under året. De mönster som kan ses i och med säsongsvariationerna tenderar att vara stabila under ett flertal år vilket innebär att aktörer som är verksamma på drabbade destinationer ges en god möjlighet att hantera och försöka påverka konsekvenserna av säsongsvariationerna. Syftet med denna uppsats är att skapa en förståelse för hur aktörer på svenska fjälldestinationer upplever säsongsvariationer och arbetar för att hantera dem.</p><p>Inledningsvis har jag läst in mig på tidigare forskning för att kunna bygga upp en teoretisk referensram för uppsatsen. I denna teoretiska referensram beskrivs säsongsvariationer, anpassningsmetoder och strategier för hantering av säsongsvariationerna. De strategier för hantering av säsongsvariationer som framställs är indelade i ett antal kategorier, destinationslojalitet, marknadssegmentering, samarbete, varumärken, personlighet och image. Med den teoretiska referensramen som grund skapades en intervjuguide som sedan har använts för att genomföra åtta intervjuer med aktörer från olika svenska fjälldestinationer. Syftet med intervjuerna var att uppnå en förståelse för hur aktörerna upplever säsongsvariationerna och hur de arbetar med att försöka hantera dem.</p><p>Resultatet av den genomförda studien visar att aktörer på svenska fjälldestinationer upplever att destinationerna påverkas av säsongsvariationer i hög grad. Säsongsvariationerna märks mest av på så sätt att destinationerna periodvis blir inaktiva och att olika verksamheter då stänger igen. Aktörerna arbetar på ett flertal sätt för att försöka råda bot på problem som uppstår i och med säsongsvariationerna. De sätt som aktörerna i denna studie använder i störst utsträckning är att arbeta för att skapa destinationslojala kunder och att bygga upp image och destinationsgemensamma varumärken samt att samarbeta med andra aktörer på destinationen.</p>

Säsongsvariationer är vanligt inom turismen och drabbar olika destinationer och regioner i varierande grad. Destinationernas lokalisering är en avgörande faktor vad gäller påverkan av säsongsvariationer och destinationer som är avsides belägna påverkas ofta i större utsträckning. Detta kan ses inom den svenska fjällturismen där resenärerna främst besöker destinationerna under vinterhalvåret, vilket innebär att det blir en ojämn fördelning i besöksströmmarna under året. De mönster som kan ses i och med säsongsvariationerna tenderar att vara stabila under ett flertal år vilket innebär att aktörer som är verksamma på drabbade destinationer ges en god möjlighet att hantera och försöka påverka konsekvenserna av säsongsvariationerna. Syftet med denna uppsats är att skapa en förståelse för hur aktörer på svenska fjälldestinationer upplever säsongsvariationer och arbetar för att hantera dem. Inledningsvis har jag läst in mig på tidigare forskning för att kunna bygga upp en teoretisk referensram för uppsatsen. I denna teoretiska referensram beskrivs säsongsvariationer, anpassningsmetoder och strategier för hantering av säsongsvariationerna. De strategier för hantering av säsongsvariationer som framställs är indelade i ett antal kategorier, destinationslojalitet, marknadssegmentering, samarbete, varumärken, personlighet och image. Med den teoretiska referensramen som grund skapades en intervjuguide som sedan har använts för att genomföra åtta intervjuer med aktörer från olika svenska fjälldestinationer. Syftet med intervjuerna var att uppnå en förståelse för hur aktörerna upplever säsongsvariationerna och hur de arbetar med att försöka hantera dem. Resultatet av den genomförda studien visar att aktörer på svenska fjälldestinationer upplever att destinationerna påverkas av säsongsvariationer i hög grad. Säsongsvariationerna märks mest av på så sätt att destinationerna periodvis blir inaktiva och att olika verksamheter då stänger igen. Aktörerna arbetar på ett flertal sätt för att försöka råda bot på problem som uppstår i och med säsongsvariationerna. De sätt som aktörerna i denna studie använder i störst utsträckning är att arbeta för att skapa destinationslojala kunder och att bygga upp image och destinationsgemensamma varumärken samt att samarbeta med andra aktörer på destinationen.

This study investigated why tourists choose to travel to a specific destination, in this case Sälen, instead of traveling to similar destinations and similar alternatives such as Åre, Trysil and Kläppen. The goal of the study is to provide material that gives a greater knowledge of consumer behavior as it relates to the decision-making process while selecting a ski resort. In the study, interviews are applied with people who have worked within the organization Skistar, residents of Sälen and with tourists who have chosen to travel to Sälen and also visited the alternative destinations. Observations have also been performed on the destinations. The theories are inspired by marketing, Word of Mouth, and the decision-making process. The focus is on the consumer's decision-making process and which factors determine the choice of destination. The question has been answered through qualitative research in the form of interviews and observations.  The results were answered using qualitative research methods such as interviews and observations. According to the study's findings, there are several reasons why visitors choose to visit Sälen above any of the other evaluated places. With the help of theories, the writers have analyzed and were able to draw a conclusion that rumors, recommendations, the geographical location and the marketing of the destinations are some aspects that influence the choice to travel to a destination. Through interviews with different types of visitors, residents and workers, the writers have been able to establish a broader perspective on why tourists choose to travel to a specific destination, in this case Sälen. Through observations, the environment has been analyzed giving a real picture with opportunities and challenges and reinforced based on what was given in the interviews.

This study explores the potential for future development of tourist destinations in northern Sweden with downhill skiing and snowboarding as their main attraction. Sweden has a strong potential for appealing international tourists in the future due to the tolerance against climate change, particularly in the northern regions. Extreme temperature and heat waves have become a regular occurrence in parts of Europe and the world, compared to Sweden where the climate remains relatively mild because of the geographical position. Destinations with a focus on winter activities in northern Sweden can count on a layer of snow that will remain, at least for multiple decades in the future according to previous research. The theme for this work is inspired by climate research that point towards a decline of a reliable layer of snow inthe Alps. This decline has already brought with it great negative consequences for destinations that previously had a large dependance on ski lovers and can no longer meet the expectations of this clientele. The big question that this work aims to answer is whether Swedish destination developers see international tourism as an incitement for expansion and if so, how this might be a cause for adaptation and development according to new tourism patterns. Destination developers from two different destinations in northern Sweden areinterviewed in the study. The results show that the respondents can see opportunities in having an active community that can support tourism all year-round and that development must happen as the volume of tourism increases. They see challenges in infrastructure and having a stable network of public transportation as well as the main issue of an ageing population with little incitement of incoming permanent migration which is important for allowing further development.

Going from having bought the most essential at the small shops close to home, better communications and an increasingly consumption oriented lifestyle has created a change in shopping behavior and has led to phenomenon such as shopping centres and more. These are constantly being built in Sweden: in the cities, outside the cities and more recently even in small cities -small cities as for one reason or another have access to a larger customer base which can have businesses to flourish economically. During the first decade of the 21st century, shopping centres have been established along the Swedish/Norwegian border. Since the Norwegian Krone is much stronger than the Swedish Krona Norwegians save a great deal of money on going to Sweden to shop. During the shopping trips to Sweden, it is mostly alcohol, meat, tobacco and candy that are being bought. However, other products such as clothing, technology, household appliances and more are also being purchased, all to save money on the trip. Together these cross border shoppers spent 11, 6 billion in Sweden during the year of 2010. This gives an average spending of approximately 10 900 SEK per cross border shopper on annual basis. Nordby, Töcksfors and Charlottenberg (small cities located in southwestern Sweden) are places characterized by Norwegian cross border shopping. Together, they generate billions every year and this only seems to increase. These places are relatively small in size but have prominent attributes such as proximity to the Norwegian border. Apart from these resorts and shopping centres, there are few or none similar places near the Norwegian border in the rest of Sweden. However, a place which is geographically well located and has a relatively large Norwegian and Swedish customer base is the ski resort of Sälen in west central of Sweden. Sälen is a village located near the Norwegian border, although fairly sparsely populated. The destination has annually about one million official guest nights, based on the 414 000 visitors who stay an average of about 4, 5 days.  Per visit, these tourists individually spend an average of 862 SEK on shopping at the destination. The expenditure of the mountain tourists together with the Norwegian border shoppers makes it very interesting to explore the opportunities for shopping development in terms of a shopping centre in the region of Sälen.

The tourism industry is a young industry in Sweden but important for the economy and a large part of the field is mountain tourism. Marketing a place is called destination marketing, which has become a huge phenomenon and an important part of efforts for promotion in the tourism industry. The entrepreneurs in the tourism industry are an important part, as these are a big part of the destination. Their marketing and communication becomes a force to reckon with in order to attract tourists to the area. The purpose of this study is to examine how entrepreneurs through destination marketing reach their target market and with the intention to identify marketing channels that the entrepreneur uses. To achieve this, two questions will be answered: How can entrepreneurs attract customers through destination marketing? Which marketing channels do business owners use to reach out to their target market in the tourism industry? The theories used in this study are destination marketing, internet marketing, services marketing, and entrepreneurs as business owners. This study’s methodology consists of four semi-structured interviews with companies operating in Åre, which is a destination where tourists can visit the mountain all year out. Also a content analysis has been done where an observation was made looking at the company’s internet marketing. The conclusion is that the entrepreneurs through collaboration can increase the demand on the destination and reach out to more tourists. The marketing channels that was used the most is digital communication, more specifically, social media like Facebook and Instagram. Also search engine optimization to get higher traffic to the corporate website is used.

The county of Norrbotten has a distinctive profile in the tourist business. In this paper, the previous two separate research fields exotification and mountain tourism is studied. The purpose was to determine whether mountain tourism was used to exotify Norrbotten during the growthphase of mountain tourism in the 1950s and 1960s. Through a qualitative text analysis, the study shows that there are exotic gestures that often become a counterpole to the rest of Sweden's society. The study reveals a focus on culture in the early 1950s, after which the mountain tourism is characterized by nature contexts. Romantic landscape descriptions then form the mountain tourism and its narration of the county during the 1960s. What is perceived as Sami culture, such as reindeer, and traditional costumes is therefore often illustrated together with snow during the chosen time period. The conclusion is that mountain tourism is presented as something exotic and different during its growth phase.

Which meanings are attributed to the Swedish mountains in the normative discourse 2020? How does the portrayal of the mountains relate to Sami and Swedish culture? What opportunities and difficulties are there for the development of Sami tourism in relation to the mountain tourism norm 2020? The purpose of this thesis is to study the normative portrayal of the Swedish mountains by Swedish and Sami tourist organizers in 2020 and how it could affect the development of Sami tourism. Through colonial and normative discourse theory, the thesis investigates how the Swedish mountains as a phenomenon relate to Sami and Swedish culture. Findings from previous research shows that the norm of Swedish Mountain portrayal has historically been based on the perceptions of the Swedish majority population. For Sami tourism to be profitable, it should therefore be conducted in accordance with the expectations of the majority society. The empirical material in this qualitative discourse analytical study consists of advertisements for tourist activities in Swedish tourist magazines, websites for Sami and Swedish tourist organizers and the magazine “Turist”. The material has been published or is available in 2020. The material testifies to a narrow normativity in how the Swedish mountains are portrayed by both Swedish and Sami tourist organizers. The mountains are portrayed as wild and different to Swedish society but also as harmonious and easily accessible. The analysis shows a contradiction between Swedish tourists' expectations and the administration of the Swedish mountains. The conclusion of the study is that Sami tourist organizers have a unique opportunity to stand out in a narrow normative market with their Sami identity and culture. This opportunity, however, relies on Sami tourist organizers exclusive right to portray their culture.

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Det finns en intressekonflikt i Idreområdet och den är mellan Idre Fjäll, Idre by och Idre sameby. Syftet med uppsatsen är att få en ökad förståelse för intressekonflikten mellan de tre utvalda grupperna. Syftet är även att undersöka hur Idre Fjäll utvecklats historiskt med fokus på bland annat planering, kulturarv och arkitektur. Målsättningen var att undersöka om planering kan agera lösning i intressekonflikten. Fallstudien har utgått från Idre med omnejd. Det har genomförts intervjuer och samtal i kombination med en litteraturstudie. De teoretiska utgångspunkterna för arbetet har varit värdeteorin emotivism. Resultatet visar på att intressekonflikten är komplicerad och innehåller många olika synvinklar. Planeringsverktygen kan användas som ett sätt att inkludera fler grupper och människor vilket ökar möjligheten för lösning på intressekonflikten. Idag är det främst översiktsplaner och detaljplaner som används, en fördjupad översiktsplan ligger ute på samråd och tros bidra på ett bra sätt i framtidens planeringsarbete. Det har även framkommit att det finns fler planeringsverktyg som hade varit önskade att skapa exempel ett kulturmiljöprogram. De immateriella kulturarvet önskas inkluderas mer i planeringssamanhanget. Idre Fjäll har utvecklats i olika vågor vilket bland annat beror på en önskan av en estetisk utformning men även på samhällsförhållanden. Kulturarvet är större i området än vad som framkommit till en början vilket motiveras med den höga samiska närvaron och Idre Fjälls första byggnader. / A conflict of interest exists in the area, the different parts is Idre Fjäll, Idre by och Idre sameby. The thesis aim is to increase the understanding of “conflict of interest” between three parts. The aim is also to explore Idre Fjälls development, the focus is on planning, cultural heritage and architecture. The goal was to investigate if planning can operate as a solution in the conflict. The focus has been Idre with the surroundings included. Interviews and literature study has been done. Value theory, more specific emotivism was the theoretical perspective. The results show that the conflict of interest is complex, and it includes many different opinions. Planning tools can be used to make people get included in the discussion. Involvement increases the possibility to solve the conflict. Just a few planning documents are used today. It would be great to complement the current ones. For example, a greater focus on the intangible cultural heritage. Idre Fjäll has developed historically in different periods which are affected of social conditions. The cultural heritage is bigger than expected, that can be justified by the high indigenous presence