Destination Branding and Demand : Formulating Expectations Through Perceptions

• Main Authors: Liu, Chen-Yu, Virta, Jessica
• Format: Others
• Language: English
• Published: Högskolan i Jönköping, Internationella Handelshögskolan 2010
• Subjects: City branding; Expectations; Experience; Jönköping; Las Vegas
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12457

This paper looks at the perceptions of people within and outside of Jönköping, regard-ing the main attractions/attributes within the Jönköping region and how they are being branded by the municipality. A model was formed to explain how consumer expecta-tions affect demand, and based on that a survey was handed out to find out consumers travelling habits, general perceptions about Jönköping and its branding. The results show that promotion has not been as successful as hoped and that Jönköping is still seen as a religious city among the respondents. A Las Vegas Entertainment Concept was formed to find out whether people would be willing to visit Jönköping more often if something „new‟ was presented. In conclusion, for consumers to visit more often new experiences have to be provided. It is all about the way Jönköping city is marketed in the future and what it will be able to offer to the different consumer segments visiting.