Fra?n beso?kare till boende
En studie om ma?tning av destinationsimage ur inva?nares perspektiv
Cultural planningDestination imageImagePlace brandingPlatsmarknadsföringPlatsimageDestinationsimageImageImagemätning
It has become increasingly common for cities and municipalities to take greater account of the place marketing, and to see the physical location as a brand. An early step in this process is to make the image measurements of the place, in order to develop better marketing strategies. A method often used in tourism research for this type of measurements is Etchner and Ritchie's theoretical framework. The framework is initially designed to measure visitor's image of a tourist destination.Almost all previous research in this area is based on the visitor's perspective, but Olofsson and Skredsvik have used this framework to measure a location's image among the residents. They feel that the residents of a place can be seen as ambassadors of the place because they know the site well. To be aware about the image among the residents makes it possible to improve the things that the residents are unhappy with, but also enhance the images of the place which is positive.The purpose of this paper is to evaluate whether Etchner and Ritchie's framework can be adapted to measure a location's image among its inhabitants, from the viewpoint of Olofsson and Skredsvik's adaptation of this particular framework. In order to generate data to answer the purpose of this paper, an image study among the residents in Botkyrka was carried out according to the method used by Olofsson and Skredsvik.In addition to the results from the image study of Botkyrka, the paper has contributed methodological expertise in destination image research. Some of the main conclusions obtained in this paper is that the adaptation of Etchner and Ritchie's framework overall has worked well to measure a location's image among the residents. The original framework is of such a general nature which makes it possible to make adjustments to it, as long as the essential components of the framework remain. Another contribution from this study is that the material collected by this method can be used to statistically test the differences between various groups within the sample.