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International promotional strategies in small tourism companies: case studies from northern Sweden
2001 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Services are a growing sector in the world economy today. Tourism, being one of the fastest growing industries today as well as the largest producer of wealth and employment, is an important part of the service sector. The tourism-marketing plan, in which promotion is included, is a part of a company's overall planning process. Promotion is used as a means to influence publics on which a company's sales are dependent. The aim of this study is to understand the promotional strategies of small tourism companies in northern Sweden. A qualitative case study of three companies, Destination Arctic Circle, Icehotel, and Sápmi Journeys, was made and empirical data on the elements of the promotional mix from theses cases were collected. The findings point out that by using promotional tools such as publicity, sales promotion, and benefiting from word-of-mouth, these small tourism companies have succeeded in their promotional efforts: they have managed to reach large audiences with relatively small means.

Place, publisher, year, edition, pages
2001.
Keyword [en]
Social Behaviour Law, turism, tourism
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-52406ISRN: LTU-SHU-EX--01/089--SELocal ID: 9887556f-1739-457a-993b-270f7b2dd0a6OAI: oai:DiVA.org:ltu-52406DiVA: diva2:1025776
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf