From Localization to Local Internationalization: How Small Businesses Adapt to International Residents in Aalborg
Author
Larsen, Marcus Holm
Term
4. term
Publication year
2026
Abstract
This thesis examines how small local businesses in Aalborg’s hospitality sector (restaurants, cafés, and bars) adapt their communication, branding, and services to serve both domestic customers and international residents in an increasingly multicultural city. Using Aalborg as a case study, the research combines semi-structured interviews with owners and managers and a survey of international residents, and interprets findings through theories of intercultural competence, consumer acculturation, culture swapping, and SME adaptation. The results show that businesses are aware of the growing international population and have introduced some accessibility measures, but adaptation remains largely informal and focused on communication—particularly the use of English. At the same time, international residents value Danish local identity and authenticity but face language and accessibility barriers. The thesis concludes that effective adaptation is less about becoming “more international” and more about making local experiences accessible, recommending that small businesses balance local authenticity with intercultural accessibility.
Denne afhandling undersøger, hvordan små lokale virksomheder i Aalborgs hospitality-sektor (restauranter, caféer og barer) tilpasser deres kommunikation, branding og service for både danske kunder og internationale beboere i en stadigt mere multikulturel by. Med Aalborg som casestudie kombinerer undersøgelsen semistrukturerede interviews med ejere og ledere samt en survey blandt internationale beboere og analyserer resultaterne gennem teorier om interkulturel kompetence, forbrugerakkulturation, culture swapping og SME-tilpasning. Fundene peger på, at virksomhederne er opmærksomme på den voksende internationale befolkning og har indført enkelte tiltag for tilgængelighed, men at tilpasningen overvejende er uformel og koncentreret om kommunikation – især brugen af engelsk. Samtidig værdsætter internationale beboere dansk lokal identitet og autenticitet, men møder sprog- og tilgængelighedsbarrierer. Afhandlingen konkluderer, at succesfuld tilpasning ikke handler om at blive mere international, men om at gøre lokale oplevelser mere tilgængelige, og anbefaler, at små virksomheder balancerer lokal autenticitet med interkulturel tilgængelighed.
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