Kommunalt samarbete för att stärka en turistdestination
en studie av turistdestinationen Roslagen
DestinationCooperationMarketingBrandingMunicipalitiesDestinationSamarbeteMarknadsföringVarumärkeKommuner
The purpose of the study is to investigate and elucidate how and why municipalities cooperate across municipal boundaries with destination development. To answer the purpose the authors chose two research questions:What are the incentives of cooperation between the municipalities in Roslagen? What are the possibilities and difficulties of cooperation? In order to answer the research questions interviews with local business managers, administrative director, the acting Head of destination and tourist office staff were made. Municipalities have signed a cooperation agreement in October/November 2008, where they will work more formal together to strengthen the destination Roslagen. The result of the study shows that the main motive for municipal cooperation is the sharing of financial resources to promote and develop the destination Roslagen together. The possibilities are that Roslagen can market themselves both nationally and internationally through its partners Stockholm Visitors Board, Visit Skärgården and Visit Sweden. Difficulties in the cooperation are that the destination Roslagen lacks a major commercial operator who can control the development by coordinating the private and public sectors.