Platsmarknadsföringens roll för kommuner
en fallstudie av
Luleå, Skellefteå och Umeå kommuns arbete med
platsmarknadsföring.
The purpose of this thesis was to create a deeper comprehension for the role of place marketing within Swedish municipalities and how it is applied to attract visitors and residents. A case study was performed to obtain this purpose. Interviews with three northern municipalities were conducted in order to retrieve essential information. This was compared to previous studies of place marketing in order to find similarities and differences. The results of this study showed that municipalities emphasise on creating an attractive image, directed to the residents as well as to people outside. An attractive image can also help attracting companies who are prepared to invest in the area which is very important for the future of municipalities. Visitors are also very important for the survival of municipalities why they need to make large efforts in order to stand out and become an attractive choice of destination.