Year: 2015
Type: dissertation
Abstract: This thesis concerns the topic of destination branding and blogs.The Web 2.0 has shifted the power where content generated by users, online word of mouth and blogs have opened up a twoway communication between consumers and destination marketing organizations (DMO).This means that consumers are co-creators of a destination's image.Blogs, as agents in destination image formation, can impact consumer decisions and have power to communicate a different picture than the DMO desire.This can create incongruence between the image and identity of a destination.The purpose of this thesis is to describe how bloggers present a destination they have visited and to compare how this presentation correspond to what the DMO wish to communicate.To reach this purpose, bloggers who had visited and written about the city of Gothenburg were examined.The part of Gothenburg's identity as a combination of city & nature was investigated.The method chosen was a content analysis where keywords were collected and categorized.The results from the analysis show that the identity is not being contradicted, although it is not being very strongly portrayed.
Authors: Matilda Källman, David Andersson
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2292335621