Where is my mind? : Brand positioning & the City of Stockholm as perceived by international visitors.

Abstract: This paper discusses brand positioning as a core concept in customers’ expectations and perceptions by analysing the role of service quality. The limited research in this field is unwarranted considering the importance of the concept. The aim of this paper is to describe the brand positioning of the City of Stockholm as a tourist destination, whilst exploring tourists’ expectations and perceptions about service quality in the city. The data collected is based on the qualitative semi-structured interviews conducted with 30 international informants. The resulting data shows that there is a definitive gap between expectations and perceptions, which means that visitors are not wholly satisfied with the service quality experienced in Stockholm. Suggestions for improvements are offered.