Destinationsbranding: Konsistens mellem svenske og norske turisters opfattelse af og oplevelse i Danmark. Case: VisitDenmark

Morten Brockmeyer & Ulrik Gram Sell

Student thesis: Master thesis


Danish tourism is experiencing a decline in the number of foreign visitors staying overnight. It is up to VisitDenmark, the national tourism office (NTO), to turn these numbers around. In this regard, branding can be become an important asset to once again attract the tourists. However, the success of the communicated brand very much depends on the destination‟s ability to deliver, what the brand promises. In relation to this, the subject of this master thesis is to analyze and discuss the perception held by Swedes and Norwegians of Denmark as tourist destination. This will form a basis of comparison to the actual experience of Swedish and Norwegian tourists vacationing in Denmark. Once arrived in Denmark, these tourists can provide insights as to whether there is „brand consistency‟ between the brand proposed by VisitDenmark, and the actual experience of the tourists. In order to understand the process of branding Denmark as a tourist destination and to test the brand consistency, several investigations were conducted: Four interviews with VisitDenmark employees and three interviews with key business partners of the NTO were conducted in order to grasp the reasoning of the brand design. Furthermore, to investigate the support of the local community, six interviews with CEOs of regional destinations and a survey involving 156 Danes were carried out. Finally, a survey involving a total of 466 Swedes and Norwegians and 27 in-depth interviews with six tourists from each of the two countries were made. The findings of this study show, that the NTO seems to be using a topdown brand, originally designed on the basis of the success of the Norwegian branch office. In this regard, the Norwegians were more likely to consent to the brand attributes than the Swedes. Therefore, the risk of brand inconsistency seems to be greater among the Swedish tourists. By including more stakeholders from the community, this master thesis proposes a model to design a more organic and authentic brand, which is likely to result in general brand consistency in the future.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2011
Number of pages115