Research output per year
Research output per year
Project Details
Description
The purpose of the commissioned research is to conduct follow-up research that supports Visit Sweden's work with the Staycation (Svemester) campaign in 2021.
The focus of the work is analysis and evaluation of the communication strategy used to reach the Swedish target group. The work consists of two parts: i) a target group analysis consisting of an analysis and evaluation of the reception of the communication. The data collection will be carried out in the spring of 2021. Data is collected through on-line focus groups. ii) An analysis and feedback on the execution of the communication strategy is carried out continuously. The work takes into account aspects that support development towards a sustainable tourism industry.
The work will be summarized in a report in the spring of 2022.
The focus of the work is analysis and evaluation of the communication strategy used to reach the Swedish target group. The work consists of two parts: i) a target group analysis consisting of an analysis and evaluation of the reception of the communication. The data collection will be carried out in the spring of 2021. Data is collected through on-line focus groups. ii) An analysis and feedback on the execution of the communication strategy is carried out continuously. The work takes into account aspects that support development towards a sustainable tourism industry.
The work will be summarized in a report in the spring of 2022.
| Status | Finished |
|---|---|
| Effective start/end date | 2021/02/01 → 2022/02/28 |
Collaborative partners
- Lund University (lead)
- Visit Sweden
Funding
- Visit Sweden
UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):
Free keywords
- place branding
- sustainable tourism
- target group analysis
- media analysis
- follow-up research
- staycation
Research output
- 2 Report
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Semester på hemmaplan? Personer med utländsk bakgrunds resvanor och turismkonsumtion i Sverige.
Translated title of the contribution :Staycation? The travel habits and tourism consumption of Swedes with a foreign background. Research output: Book/Report › Report › Research
File293 Downloads (Pure) -
Semester i Sverige! En utvärdering av Visit Swedens Svemesterkampanj 2021
Translated title of the contribution :Vacation in Sweden! An Evalution of Visit Sweden's staycation campaign in 2021. Research output: Book/Report › Report › Research
Activities
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Performing communication roles for promoting mutual co-leadership in collaborative research
Eksell, J. (Presenter)
2024 Apr 12Activity: Talk or presentation › Presentation
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Annual Conference of the International Place Branding Association
Månsson, M. (Session chair), Eksell, J. (Organiser), Björner, E. (Organiser), Gunnerhed, L. (Contributor), Gustafsson, A. (Contributor) & Fransson, B. (Contributor)
2023 Oct 20Activity: Participating in or organising an event › Participation in conference
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Inclusive Place Branding– A study of domestic tourists with a foreign background in a Swedish context
Eksell, J. (Presenter) & Månsson, M. (Presenter)
2023 Oct 20Activity: Talk or presentation › Presentation