Destinations are one of the tourism industries biggest brands. Nowadays, travelers
are overwhelmed with places, which fit in their holiday scheme. The tourism
market is crowded by destinations and the outcome is the substitutability of
places. (Pike, 2005) Destination branding is a way to differentiate a destination
from its existing competitors. Branding a country is a complex and multilevel
business. One of the core aspects in destination branding is to identify and differentiate
a destination through to a positive destination image. The destination
image is a crucial part in the travelers' decision making process and verifiable
influence the tourist behavior. Therefore the destination image has become one
of the major concepts in destination marketing. Special focus is given to the
destination image theory, which is a major aspect in destination branding.
(Echtner & Ritchie, 2003; Qu et al., 2011; Wang & Pizam, 2011)
Just as product brands, destination brands are living entities. They have to be
managed continuously and changed over time, to ensure a fit to environmental
changes. (Wang & Pizam, 2011) Sweden has therefore developed a national
branding and sales strategy for the tourism industry to implement until 2020 and
fully launched in 2013. (Gaßmann, 2013) A part of this strategy is the creation
of special themes to present a holistic Sweden image and destination brand.
(Communication Guide, 2013) Among others, this strategy will be used to compare
the presented and advertised Sweden image with the image perception on
the German source market, to analyze compliance or incongruity. Germany is
an interesting and important source market for the Swedish tourism industry.
According to the research of the UNWTO, Germany is one of the biggest
spenders in the tourism industry in 2011 (UNWTO, 2012). Based to the results
from IBIS, the Swedish Border Survey about foreign visitors in Sweden, Germany
hold the fourth place, after Norway, Finland and Denmark considering the
amount of travelers to the country in 2011, with 1.796.016 visitors (IBIS, 2012).
Taking this into account, presenting a positive, fitting and attractive country image
has to be one of Sweden's main aims. [...]
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1 Background and Purpose of the Topic
- 1.2 Structure
- 1.3 Methodology
- 2. The Concept of Destination Branding
- 2.1 Definition Destination Branding
- 2.2 Destination Brand Building
- 2.3 Challenges in Destination Branding
- 2.4 Critical Factors of Success in Destination Branding
- 2.4.1 Strategic Orientation
- 2.4.2 Destination Identity and Image
- 2.4.3 Stakeholder Involvement
- 2.4.4 Brand Implementation, Monitoring and Review
- 2.5 Benefits of a strong Destination Brand
- 2.6 Topic Conclusion
- 3. Destination Image
- 3.1 Destination Image Definition
- 3.2 Characterizing the Nature of Destination Image
- 3.3 Components of the Destination Image
- 3.4 Destination Image Formation
- 3.4.1 Different Phases of the Travel Experience
- 3.4.2 Three States of Image Formation
- 3.5 Effects of the Destination Image on the Travel Behavior
- 3.6 The Relationship between Destination Image and Destination Brand
- 4. Current Situation of the Swedish Tourism Industry
- 4.1 Traveler Profile
- 4.2 Attractions and Touristic Offers
- 4.2.1 Natural Attractiveness Factors
- 4.2.2 Anthropogenic Attractiveness Factors
- 4.3 Priority Source Markets and Target Groups
- 4.3.1 Germany as an important Source Market for Sweden
- 4.3.2 Target Groups on the German Market
- 4.4 Swedish Nation Branding Strategy
- 4.4.1 Creating an holistic Nation Brand
- 4.4.2 Image Presentation
- 4.4.3 Implementation
- 4.5 Conclusion
- 5. Survey: The Image of Sweden
- 5.1 Methodology
- 5.1.1 Conception and Circumstances of the Survey
- 5.1.2 Characterization of the Spot Check
- 5.2 Image Perception
- 5.3 Conclusion and critical Reflection
- 6. Evaluation of the Hypotheses and Needs for Improvement
- 6.1 Approach
- 6.2 Hypothesis 1: The Swedish Image is coined by outmoded Stereotypes
- 6.3 Hypothesis 2: The Image Perception of Sweden is hard to control and affect
- 6.4 Hypothesis 3: Sweden has the Image Potential to become an attractive Travel Destination for young People
- 6.5 Chapter Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis analyzes the image of Sweden as a travel destination in the German market. The main objective is to investigate the current perception of Sweden among German tourists and to evaluate the effectiveness of Sweden's destination branding strategy. The study aims to identify potential areas for improvement in attracting German tourists, particularly younger demographics.- Destination branding and its application to Sweden
- The formation and components of destination image
- Analysis of the Swedish tourism industry and its target markets
- Empirical investigation of the Swedish image among German tourists
- Evaluation of the effectiveness of Sweden's destination branding strategy
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This chapter sets the stage for the thesis, outlining the background and purpose of the research. It introduces the topic of destination branding and its significance in the context of the Swedish tourism industry, specifically focusing on the German market. The chapter also details the structure and methodology used throughout the study, providing a roadmap for the reader to follow. It establishes the research questions that guide the analysis and clarifies the scope of the investigation. 2. The Concept of Destination Branding: This chapter delves into the theoretical framework of destination branding. It provides a clear definition of destination branding, explaining its core components and the process of building a successful destination brand. The chapter also explores the challenges faced by destinations in building and managing their brands, highlighting critical success factors such as strategic orientation, destination identity and image management, stakeholder involvement, and brand implementation. It establishes a foundation for understanding how destination branding influences tourism. 3. Destination Image: This chapter focuses on the concept of destination image, its formation, and its influence on tourist behavior. It defines destination image and discusses its multifaceted nature, exploring various components that contribute to a destination's overall image. The chapter examines different phases of the travel experience and the three states of image formation, emphasizing how these factors shape perceptions of a destination. It connects destination image with travel decisions and overall tourist behavior. 4. Current Situation of the Swedish Tourism Industry: This chapter provides an overview of the current state of the Swedish tourism industry, analyzing the traveler profiles, key attractions and touristic offers, and priority source markets. It specifically looks at Germany as an important source market and identifies key target groups within the German market. The chapter also details Sweden's national branding strategy, its implementation, and the ways it aims to present the image of Sweden to international tourists. This chapter provides crucial context for the subsequent analysis. 5. Survey: The Image of Sweden: This chapter presents the results of an empirical survey conducted to assess the image of Sweden among German tourists. It outlines the methodology used, including the survey design, sample characteristics, and data collection methods. The chapter then presents the findings regarding image perception, highlighting key associations, positive and negative perceptions, and how these vary across different demographic groups. This quantitative data forms the basis for hypothesis testing. 6. Evaluation of the Hypotheses and Needs for Improvement: This chapter evaluates the hypotheses formulated earlier in the thesis based on the empirical findings presented in Chapter 5. It analyzes whether the observed perceptions of Sweden align with pre-existing stereotypes, investigates the controllability of the destination image, and assesses Sweden's potential to attract young people as tourists. It provides conclusions and recommendations based on the study's findings, suggesting ways for Sweden to improve its destination branding strategy.Schlüsselwörter (Keywords)
Destination branding, destination image, Sweden, tourism, Germany, market analysis, image perception, travel behavior, branding strategy, empirical research, target groups, tourist satisfaction, national branding, stereotypes.
Frequently Asked Questions: Analysis of Sweden's Image as a Travel Destination in the German Market
What is the main topic of this master's thesis?
This master's thesis analyzes the image of Sweden as a travel destination, specifically focusing on its perception among German tourists and evaluating the effectiveness of Sweden's destination branding strategy. The study aims to identify areas for improvement in attracting German tourists, particularly younger demographics.
What are the key themes explored in the thesis?
The thesis explores several key themes, including destination branding and its application to Sweden, the formation and components of destination image, analysis of the Swedish tourism industry and target markets, empirical investigation of the Swedish image among German tourists, and evaluation of Sweden's destination branding strategy effectiveness.
What is the structure of the thesis?
The thesis is structured into six chapters. Chapter 1 provides an introduction and methodology. Chapter 2 defines and explores destination branding. Chapter 3 focuses on destination image. Chapter 4 examines the current state of the Swedish tourism industry. Chapter 5 presents the results of a survey on the image of Sweden among German tourists. Finally, Chapter 6 evaluates the hypotheses and suggests areas for improvement in Sweden's destination branding strategy.
What methodology was used in this research?
The thesis employs a mixed-methods approach. It uses a literature review to establish a theoretical framework on destination branding and destination image. Furthermore, it conducts an empirical survey to investigate the image perception of Sweden among German tourists. The results of this survey are then used to evaluate predefined hypotheses.
What are the key findings of the survey on the image of Sweden?
Chapter 5 details the findings of the survey conducted to assess the image of Sweden among German tourists. This includes data on image perception, key associations (both positive and negative), and how these perceptions vary across different demographic groups. The specific findings are presented within the chapter itself.
What hypotheses were tested, and what were the conclusions?
The thesis tests three hypotheses related to the image of Sweden: 1) whether the image is influenced by outdated stereotypes, 2) whether the image is difficult to control and influence, and 3) whether Sweden has the potential to attract young people as tourists. Chapter 6 evaluates these hypotheses based on the survey data and provides conclusions and recommendations for improvement.
What are the key recommendations for improving Sweden's destination branding strategy?
Based on the findings, Chapter 6 offers recommendations for improving Sweden's destination branding strategy. These recommendations are tailored to address the identified weaknesses and capitalize on opportunities to enhance Sweden's appeal as a travel destination, particularly for younger German tourists.
What are the key words associated with this research?
Key words include: Destination branding, destination image, Sweden, tourism, Germany, market analysis, image perception, travel behavior, branding strategy, empirical research, target groups, tourist satisfaction, national branding, and stereotypes.
What is the significance of this research?
This research provides valuable insights into the perception of Sweden as a travel destination in the German market. The findings contribute to a better understanding of destination branding strategies and their effectiveness, offering practical recommendations for improving the appeal of Sweden to international tourists. The research is significant for tourism stakeholders in Sweden who aim to attract more German tourists.
Where can I find more detailed information?
The complete details of the methodology, survey findings, and analysis are provided in the full text of the master's thesis.
- Quote paper
- M.A. International Tourism Management Doreen Kupke (Author), 2013, Destination Branding: An Analysis of the Swedish Destination Image Representation and the Perception on the German Market, Munich, GRIN Verlag, https://www.grin.com/document/275507
