<p>International travelling is moving full steam ahead and</p><p> Sweden as an international tourist destination plays an</p><p>increasingly important role for Swedish industry. This is</p><p>arguably even more so for peripheral areas where the</p><p>word <em>lay off </em>has become an unpleasantly well-worn</p><p>phrase. A cause of rejoicing is that these regions, at</p><p>road's end, show a sprouting business activity utilizing</p><p>what Sweden has in abundance - pristine nature. To say</p><p>that what cannot be seen does not exist is to go to the</p><p>extremes but marketing matters. It is paramount for</p><p>successful business. The focus of this thesis is small</p><p>companies whose marketing budget, alas, is</p><p>corresponding to the size of their business necessitating a</p><p>careful selection when deciding on marketing.</p><p> </p><p>Against this background we settled on the purpose of this</p><p>thesis; to look at how small tourism firms situated in the</p><p>upper northern half of Sweden are marketing themselves</p><p>today and to explore their knowlegde of causal</p><p>relationships in their marketing. This described research</p><p>aim was pursued by conducting a quantitative study by</p><p>using semi-structured interviews, the latter formed in a</p><p>deductive spirit.</p><p> </p><p>The study indicates a widespread acceptance to</p><p>cooperation but a somewhat worrying unawareness of the</p><p>causal relationship for different marketing tools. There</p><p>was a general belief in the benefit of undertaking</p><p>marketing research but fewer that actually had conducted</p><p>an analysis of the market. Strikingly many respondents</p><p>stated better surrounding nature and level of service to be</p><p>the distinguishing factors that put their company ahead of</p><p>the competition. Can that many companies be better than</p><p>the others? Someone is either telling lies or terribly</p><p>wrong. </p><p> </p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:umu-20227 |
| Date | January 2009 |
| Creators | Hersi, Ahmed, Carlsson, Magnus |
| Publisher | Umeå University, Umeå School of Business, Umeå University, Umeå School of Business |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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