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Kontrasternas ö : En analys av Ölands image och hur öns varumärke kan utvecklas / The Island of Contrasts : A study of Öland’s image and how the place brand can be developed

Öland’s Business Office is on the verge of developing a strategy for the island’s future tourism. Before any work with developing Öland can be carried out, it is essential to gain an understanding of how the place is perceived today. The purpose of this essay is to study the island’s current image and make recommendations for how the place brand could be developed. The methods used are literature studies and qualitative group interviews. The participants have been inhabitants of Öland and returning visitors from the Kalmar region. The main theories used involve place branding and place marketing. Our analysis shows that Öland’s image is of mixed status. Öland summer time and Öland winter time are two contrasting places. An extended tourism season would be preferable. The essay concludes with a SWOT-analysis and a list of recommendations for how to develop Öland’s brand.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-12437
Date January 2011
CreatorsJosefsson, Linnéa, Olsson, Linda, Sabel, Emma
PublisherLinnéuniversitetet, Institutionen för samhällsvetenskaper, SV, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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