found that although sustainability was one of the key concepts in the collective strategy it seemed to have failed to take hold in the general industry. This was concluded after analysing strategies from two relevant tourism organisations: VisitNordjylland and VisitDenmark. But why was sustainability as used in “Vores Rejse” not picked up by others in the tourism industry in 2009? The analysis tried to give an answer to this by combining “Vores Rejse” with Simon Anholt theory regarding Competitive Identity. In this model tourism is but part of the whole and thus other concepts such as brands, investments, the people, policies as well as culture were examined to shed light on the issue at hand. A large part of the analysis was based on data gathered by interviewing five different actors in the tourism industry: two people from public organisations, one from a private organisation, one from a public-private organisation and lastly a tourism scholar. The analysis found that there were several reasons as to why “Vores Rejse” and thus the concept of sustainability was not successful in 2009. First and foremost, the division of responsibilities in the public tourism sector as well as collaboration in the industry as a whole was not up to par. Secondly, it was shown that even though both local and national politicians were very focused on environmental policies including sustainability, it was clear that the tourism business as a whole was not taken seriously. In addition to Anholt’s Competitive Identity model it was discovered that the international financial crisis as well as the disappointing results of the international climate conference, COP15, held in Copenhagen in 2009, might have influenced the tourism industry’s interest in sustainability. After the climate conference, sustainability was no longer a buzz word for some. The discussion section of the thesis looked into whether or not it would be possible to use 3 sustainability as a branding tool today and in the future. A SWOT analysis showed that there were opportunities and threats if Denmark decided to use sustainability. Before Denmark can take full advantage of a sustainable sustainability brand some things need to be considered. Among other things this includes how the Country of Origin Effect can be used in connection with sustainability, and how to use celebrities and industries for storytelling. In conclusion it was found that sustainability is a possible option, if all actors in the industry can agree on the terms, definition and funding for the creating of a nation branding campaign; including citizens, politicians, brand managers, and so on and stick to the chosen brand for a longer period of time. The thesis is, however, only one suggestion and further research needs to be undertaken in order to maintain the viability of a Danish nation brand based on sustainability and the development of an operational branding plan.
|Educations||MA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis|
|Number of pages||90|