Prat kan vara smart 2005 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [sv]

Word-of-mouth has become increasingly important in today’s society because of the abundance of information we come across everyday. The purpose of this paper is to find out the tendencies amongst the local population of a place to give positive references about their locality. Through this the writers intend to find out whether word-of-mouth from the local population of a place can be used in place marketing. There are four main factors that affect the readiness amongst the local population of a place to give positive references; the attitude towards tourism, to what extent recommendation occurs, the level of information, and the tendency to give references. A research was committed amongst the citizens of Halmstad municipality to receive information about these factors. The results showed that the citizens of Halmstad municipality have a high readiness to give positive references about their municipality to friends, family, and acquaintances in other parts of Sweden. This can be seen as an example how word-of-mouth can be used in place marketing.

Place, publisher, year, edition, pages

2005.

Keywords [sv]

word-of-mouth

Identifiers

URN: urn:nbn:se:hh:diva-13004Local ID: U12074OAI: oai:DiVA.org:hh-13004DiVA, id: diva2:368173

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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