Abstract         Title: How to create positive place ambassadors?   Level: Final assignment for bachelor’s degree in business administration   Authors: Helena Green & Jessica Olsson   Supervisor: Jonas Molin & Lars-Johan Åge   Examiner:  Maria Fregidou-Malama   Date: May 2020   Aim: The aim of the study is to understand and investigate how residents can become positive place ambassadors for their place of residence. This by researching which factors that can contribute to developing positive ambassadorship of residents in a city and how the interaction between these factors relates and connects.   Method: The study has a phenomenological research philosophy with a deductive basis. The study applies a qualitative research method based on a web-based survey.   Result & Conclusions: The result of the study can be summarized in a dynamic model where the residents' experiences and opinions can be related from the theoretical frame of reference, and create an applicable view around the city of Uppsala as a place brand, this in relation to the inhabitants in the city. The results show that the residents largely act as ambassadors for their place of residence and a high degree of participation from the inhabitants gives the brand a greater complexity and dynamism, which means that the residents identify with the brand. This increases the chances of the inhabitants acting as positive place ambassadors for their place of residence.   Contribution of the thesis: The thesis contributes by developing a dynamic model for place ambassadorship that is applicable to location marketing when it comes to developing place brands and its brand-building activities.   Suggestions for future research: The study is limited to Uppsala. For future studies we propose the possibility of a deeper analysis on the impact of residents as place ambassadors and how it can be adapted into different areas.   Key words: Place marketing, place ambassadorship, word-of-mouth, place branding