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CASE STUDY OF FINLAND IN THE BRITISH MARKET

论文作者:留学生论文论文属性:硕士毕业论文 dissertation登出时间:2010-08-20编辑:vshellyn点击率:3253

论文字数:40000论文编号:org201008200008041966语种:英语论文 English地区:中国价格:$ 88

关键词:CASE STUDYFINLANDTHE BRITISH MARKET

DESTINATION BRANDING IN A COUNTRY CONTEXT

A CASE STUDY OF FINLAND IN THE BRITISH MARKET
1  INTRODUCTION“The FTB has been engaged  in promoting  the country’s  image  for as  long as  it [FTB] has existed.”“We always had to consider the perspective. The perspective of the forest industry is somewhat different to that of the tourism  industry, to that of Finnair, and to that of Invest in Finland”. “We approve that perception of the country, the country image, and its brand, are all one and the same”.“A new way of thinking is needed… and a new kind of knowledge”.“They [tour operators] did not know that the ‘Refreshing Journey’ campaign was on”.“The central and visible responsibility of profling should lie with frms, associa-tions, and with other non-governmental organisations.”The  extracts  are  from my  interviews with  the management  of  the  studied  national tourism organisation

    INTRODUCTION ...................................................................................... 2
  .  Motivation for this study ..................................................................2
  .2  Research problem ............................................................................ 4
  .3  Purpose of the study ........................................................................ 5
  .4  Key concepts of the study ................................................................ 20
  .5  Positioning of the study ................................................................... 2
  .6  The scientifc approach – abductive logic ........................................ 22
  .7  How to read this dissertation – structure of the study ...................... 25
2    THEORETICAL FOUNDATIONS FOR BRANDING
      A COUNTRY  AS A TOURISM DESTINATION ...................................... 26
  2.  Tourism destination as a context to study image and brands ............ 26
  2.2  Conceptualising destination image formation and
         image building ................................................................................ 27
  2.3  Destination identity concept ........................................................... 30
  2.4  Different perspectives on branding discussion ................................. 38
  2.5  Place branding and its sub-sector, destination branding ................... 4
  2.6  Concluding remarks: image building as
a destination branding activity......................................................... 44
3    RESEARCH STRATEGY ............................................................................ 46
  3.  Intensive, single case study .............................................................. 46
  3.2  Case description – introducing the context ..................................... 48
  3.3  Data collection and methods of analysis .......................................... 49
3.3.  Standardised personal interviews ........................................... 52
3.3.2  Press articles from the British press .............................论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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