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Road’s end – the beginning?: - A study of the marketing practices of small tourism firms in Sweden
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2009 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

International travelling is moving full steam ahead and

 Sweden as an international tourist destination plays an

increasingly important role for Swedish industry. This is

arguably even more so for peripheral areas where the

word lay off has become an unpleasantly well-worn

phrase. A cause of rejoicing is that these regions, at

road's end, show a sprouting business activity utilizing

what Sweden has in abundance - pristine nature. To say

that what cannot be seen does not exist is to go to the

extremes but marketing matters. It is paramount for

successful business. The focus of this thesis is small

companies whose marketing budget, alas, is

corresponding to the size of their business necessitating a

careful selection when deciding on marketing.


Against this background we settled on the purpose of this

thesis; to look at how small tourism firms situated in the

upper northern half of Sweden are marketing themselves

today and to explore their knowlegde of causal

relationships in their marketing. This described research

aim was pursued by conducting a quantitative study by

using semi-structured interviews, the latter formed in a

deductive spirit.


The study indicates a widespread acceptance to

cooperation but a somewhat worrying unawareness of the

causal relationship for different marketing tools. There

was a general belief in the benefit of undertaking

marketing research but fewer that actually had conducted

an analysis of the market. Strikingly many respondents

stated better surrounding nature and level of service to be

the distinguishing factors that put their company ahead of

the competition. Can that many companies be better than

the others? Someone is either telling lies or terribly



Place, publisher, year, edition, pages
2009. , 48 p.
Keyword [en]
marketing, small business, exploratory, hunting, fishing
National Category
Business Administration
URN: urn:nbn:se:umu:diva-20227OAI: diva2:208280
Available from: 2009-05-13 Created: 2009-03-17 Last updated: 2009-05-13Bibliographically approved

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