The brand image of Gothenburg as a travel destination for Finnish travellers
Nguyen, Hai (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120125518
https://urn.fi/URN:NBN:fi:amk-2020120125518
Tiivistelmä
Gothenburg is the world’s leading destination in sustainability and the aim of this thesis is to better understand the brand image of Gothenburg in the eyes of the Finnish traveller.
Understanding the correlation between destination brand and image is of utmost importance to be able to compete in today’s global market filled with endless destinations.
This thesis examines the familiarity and knowledge that Finnish travellers have about Gothenburg as a tourism destination, and at the same time attempts to discover the per-ceived image and compare it with the destination brand.
The research approach used to conduct this study is quantitative, and the data collection was done with a survey. The selected method supports the goal of the study, to understand the brand image perceived by Finnish travellers. A total of 61 answers were recorded dur-ing the data collection period, which lasted four days.
The result of the study shows that the image, perceived by the respondents is similar to the ideal image Gothenburg wants to brand itself as. The majority of respondents had positive feelings towards the destination with a few exceptions that considered the destination non-exotic.
Understanding the correlation between destination brand and image is of utmost importance to be able to compete in today’s global market filled with endless destinations.
This thesis examines the familiarity and knowledge that Finnish travellers have about Gothenburg as a tourism destination, and at the same time attempts to discover the per-ceived image and compare it with the destination brand.
The research approach used to conduct this study is quantitative, and the data collection was done with a survey. The selected method supports the goal of the study, to understand the brand image perceived by Finnish travellers. A total of 61 answers were recorded dur-ing the data collection period, which lasted four days.
The result of the study shows that the image, perceived by the respondents is similar to the ideal image Gothenburg wants to brand itself as. The majority of respondents had positive feelings towards the destination with a few exceptions that considered the destination non-exotic.