Destination marketing through networks

Abstract: The purpose we established for our thesis was to examine the process of
marketing a town as a single unit and the use of networks. The appointed
research strategy was a case study and we conducted interviews with
destination marketing organizations and companies in the towns of Luleå and
Piteå. The empirical data that was gathered from the interviews was then
compared to previous studies and literature regarding the subject of
destination marketing to see if there were any similarities and/or
differences. The results of our study showed that much focus is directed on
communicating a positive image of destinations through marketing
activities. Furthermore, tourism actors within a destination work with
networks in order to market the destination as a single unit: to do this
successfully the different relationships within the network has to be
functioning and the members need to work towards a mutual goal in order to
attract as many tourists/visitors as possible to the destination.