Danes in Murcia: A Study of Older Danes' Travel Habits with the Purpose of Attracting more of them to the Spanish Region of Murcia using Place Brand Communication Strategies

Inna Il'dutova

Student thesis: Master thesis


The purpose of this paper is to analyze what should be done by place marketers of south Spanish region of Murcia to attract Danish people over 55 years old to the region as tourists and hopefully future residents, by using communication strategies. The reason for the choice of the target group is that they travel more than average in Europe and spend more money than most Europeans do. The other reason for targeting them is that many of them choose to move to Spain when retiring, and as hypothesis shows, this way they create a base for Danish tourism in general. In order to find the solution, the following theories will be used: Customer behavior, Benchmarking and Place Branding theories. The paper analyzes relevant primary and secondary empirical statistics relevant to this particular topic. Those are both quantitative in form of surveys and statistics and qualitative in form of interviews, which were made in Spain, in the described above region of Murcia. All interviews and surveys were made by the author and play an important role in the final results. The results of the study show that Murcia has to focus on the coast Costa Calida, which attracts a lot of national as well as international tourists. Danes love Spain, and know a few touristic places, where many of them decide to buy a house and reside, when retired, as in case with another Spanish region Andalucía. To analyze the issue the consumer behavior theory is used and the results show that older Danish people simply don’t know the region and through buying decision process it has been revealed that its also difficult to find information about the region as a travel destination. The survey made for the project shows that only 37% of Danes have heard about Murcia and only 22% have actually visited the region. Therefore, Kavaratzis place brand communication strategies are to be used. Firstly, they focus on the landscape of the region and service quality condition, where the analysis shows that the infrastructure in the region should be improved and the locals must be informed and stimulated in living healthy lifestyle in order to represent the region as a “healthy” place as the marketing managers of the region wish Murcia to be. Secondly, using benchmarking analysis it has been revealed that international events like FAMTOURs have a great potential in attracting more tourists to the destination, creating more word-of-mouth communication. With those events it will be possible to find new Danish partners and collaborate. The image has to be communicated correctly and get to the target group. Here the study shows that the use of newspapers like Berlingske and Politiken would give a positive effect and bring the message to the Danes, creating curiosity about the region. Thirdly, word-of –mouth communication has a great effect on Danish seniors, and therefore must be taken seriously. The way marketers could be aware of the satisfaction level is by observing medias of communication like Tripadvisor and Trustpilot, which are used by half of the Danish people over 55 years old.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
Publication date2017
Number of pages101