Branding af København som kulinarisk turistdestination: Et casestudie om Wonderful Copenhagen

Camilla Kornbeck Larsen & Ida Marie Banke

Student thesis: Master thesis

Abstract

This report is the result of a Master thesis written in business communication at Copenhagen Business School. The purpose of the thesis is to examine how the experience economy, the hypermodern society and the digital development have had an impact on consumer behaviour and thus how an organization preferably should adapt to these changes. More specifically, our main focus has been how these changes in consumer behaviour influence destination image creation and how a tourist organisation should handle or even take advantage of this in relation to destination branding. One of the things we found was that the development of the consumer has resulted in a rise in niche tourism including culinary tourism. In this manner, we recognise that the current revolution of the Danish food culture with roots in Copenhagen could present an unexploited potential for a tourist organisation like Wonderful Copenhagen. Based on Gilles Lipovetsky’s (2005) theory of hypermodern times and theory of the experience economy by Joseph Pine & James Gilmore (2009) and Jørgen Ole Bærenholdt & Jon Sundbo (2009), we argue that today’s tourist is individualized and highly motivated by self actualization and pleasure. Moreover, consumers today have a tense relationship to time and a strong sense of responsibility in relation to the future. As a result of the gastronomic revolution in Denmark - especially in terms of the New Nordic cuisine - the food experiences in Copenhagen today respond very well with these consumer characteristics. Additionally, our analysis shows that food experiences is the most important motivation factor when deciding where to go on a city break. Thereby, the potential of branding Copenhagen as a culinary tourist destination is confirmed. However, we find that the tourist organisation Wonderful Copenhagen at the time being do not take sufficient advantage of this potential and that the organisation does not fully exploit the possibilities that today’s digitalized communication tools offer. Using Alexandros Kouris’ (2009) destination brand benefit pyramid as a framework, we suggest that Wonderful Copenhagen should brand Copenhagen as a culinary tourist destination by selecting brand elements on the basis of the changed consumer behaviour and needs combined with the potential of the development in the Danish food culture. Moreover, we propose how Wonderful Copenhagen should utilize the digital communication in branding the city more advantageously.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2016
Number of pages202