LEMVIG AS A TOURISM DESTINATION AND CITY BRANDING
Author
BESONG, HANNAH APAI
Term
4. term
Education
Publication year
2011
Submitted on
2011-07-29
Pages
63
Abstract
Flere penge mellem hænderne, gode transportmuligheder og mere fritid betyder, at mange vælger mellem flere rejsemål. Derfor skal destinationer brande sig tydeligt for at skille sig ud. Dette studie undersøger, hvordan Klosterheden kan brandes for at tiltrække flere tyske turister. Klosterheden ligger ved Lemvig på kysten, og den geografiske nærhed til Tyskland kan gøre det lettere for tyske besøgende at komme hertil. Området er en statslig skov med mange naturmæssige kvaliteter: bævere, skovens store størrelse, gode stier til cykling og vandring, svampe, vandløb, søer, fuglekig og rådyr, som tilsammen giver en dyb naturoplevelse. Studien bygger på, at disse attraktioner kan udnyttes bedre gennem effektiv branding (dvs. at forme og promovere destinationens identitet). Metodisk anvendes kvalitativ tilgang med spørgeskemaer, dokumenter og interviews: seks tyske turister, direktøren for Lemvig Turistforening og lederen af Klosterheden blev interviewet. Analysen viser, at Klosterheden er en statsskov, der skiller sig ud fra andre skovområder i Danmark, især på grund af sin store størrelse og tilstedeværelsen af bævere. Klosterheden arbejder på at vedligeholde, genoprette og bevare naturoplevelser i samarbejde med andre skovområder for at fremme bæredygtighed. Brandingen vurderes som en dyr opgave, fordi den skal ske i tråd med de øvrige statsskove i Danmark. Samtidig peger studiet på behovet for mere omfattende promovering for at øge kendskabet og forbedre skovens image over for tyske turister. Ifølge forskeren kan resultaterne hjælpe Klosterhedens ledelse, sammen med andre skovområder, med at udarbejde forslag til Miljøministeriet om, hvordan skovens forvaltning kan styrkes for at tiltrække turister.
Rising disposable income, strong transport networks, and more leisure time mean people consider a wider range of travel destinations. Destinations therefore need clear branding to stand out. This study examines how Klosterheden can be branded to attract more German tourists. Klosterheden is located near Lemvig on the coast, and its geographical proximity to Germany may make visiting easier for German travelers. It is a state forest with many natural attractions: beavers, its unusually large size, good trails for biking and hiking, mushrooms, streams, lakes, birdwatching, and roe deer, offering an immersive nature experience. The study assumes these features can be used more effectively through branding (that is, shaping and promoting the destination’s identity). A qualitative methodology was applied, using questionnaires, documents, and interviews: six German tourists, the director of the Lemvig Tourist Board, and the manager of Klosterheden were interviewed. The analysis indicates that Klosterheden is a state forest that stands out from other forest areas in Denmark, especially because of its large size and the presence of beavers. Klosterheden aims to maintain, restore, and preserve nature experiences in coordination with other forest areas to support sustainability. Branding is likely to be expensive because it must align with the broader approach across Denmark’s state forests. The study also points to the need for more extensive promotion to raise awareness and improve the forest’s image among German visitors. The researcher believes the findings can help Klosterheden’s management, together with other forest areas, propose to the Ministry of the Environment ways to improve management to attract tourists.
[This abstract was generated with the help of AI]
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