Scotland. A spirit of its own. - An Analysis of Scotland's Projected and Perceived Destination Image
Authors
Jensen, Stephanie Juhl ; Nikolajsen, Mia Nygaard
Term
4. term
Publication year
2018
Abstract
This qualitative thesis examines VisitScotland’s 2016 global campaign, “Scotland. A spirit of its own,” and explores how two groups of Danes—one with prior travel experience in Scotland and one without—perceive Scotland after viewing four selected campaign videos. The study analyzes the destination image projected in the videos through a multimodal lens (verbal, visual, and aural elements) and investigates how VisitScotland seeks to build emotional connections using storytelling and destination branding. Data were collected via two focus group interviews within a social constructivist approach. Findings indicate that the campaign projects an image of Scotland centered on passion, determination, pride, and nature as a source of inspiration, combining traditional Scottish symbols with newer imagery. The focus groups suggest that participants who have visited Scotland respond more positively and emotionally and identify more readily with the campaign’s brand personas, while non-visitors are less affected. Neither group reported being directly persuaded to travel to Scotland based solely on the videos, suggesting limited emotional resonance in this context.
Denne kvalitative speciales undersøgelse tager udgangspunkt i VisitScotland’s globale kampagne fra 2016, “Scotland. A spirit of its own”, og belyser, hvordan to grupper af danskere – en gruppe der tidligere har besøgt Skotland og en gruppe der ikke har – opfatter Skotland på baggrund af fire udvalgte kampagnevideoer. Formålet er både at analysere den destination image, som kampagnen projicerer gennem en multimodal analyse af videoernes verbale, visuelle og auditive elementer, og at undersøge hvordan VisitScotland søger at skabe følelsesmæssige forbindelser via storytelling og destination branding. Empirien består af to fokusgruppeinterviews, og tilgangen er socialkonstruktivistisk. Analysen viser, at kampagnen projicerer et billede af Skotland præget af passion, beslutsomhed, stolthed og natur som inspirationskilde, og at den trækker på traditionelle skotske symboler samtidig med, at der introduceres nye billedmotiver. Fokusgrupperne indikerer, at deltagere med tidligere Skotlandserfaring reagerer mere positivt og emotionelt samt lettere identificerer sig med kampagnens brandpersoner, mens deltagere uden erfaring påvirkes mindre. Ingen af grupperne gav dog udtryk for at blive direkte motiveret til at rejse til Skotland alene på baggrund af de viste videoer, hvilket kan pege på begrænsede følelsesmæssige bånd i denne kontekst.
[This apstract has been generated with the help of AI directly from the project full text]