Strategic website based communication choices by Visit Greenland and Visit Iceland and their influence on Danish consumers
Authors
Marchis, Andra Viorela ; Andersen, Jonathan Emmert
Term
4. term
Education
Publication year
2014
Submitted on
2014-05-30
Pages
202
Abstract
Denne afhandling undersøger, hvordan Visit Greenland og Visit Iceland vælger at repræsentere sig på deres officielle websites, og hvilken indflydelse disse valg har på potentielle danske forbrugere. Forfatterne analyserer fortælling og retorik med afsæt i Fog m.fl.s fire hovedelementer i storytelling og i Aristoteles’ overtalelsesappeller, mens de visuelle virkemidler vurderes ved hjælp af Pennington m.fl.s tilpasning af Charles Sanders Peirces semiotiske model. På baggrund af disse analyser gennemførtes interviews med potentielle danske forbrugere for at belyse, hvordan virkemidlerne opleves. Resultaterne peger på, at Visit Greenlands website i høj grad anvender følelsesappellerende billeder og narrativer, som interviewpersonerne fandt tiltrækkende og mindeværdige. Visit Icelands tidligere website brugte få billeder og en overvejende informativ tone, hvilket efterlod respondenterne uinspirerede; den nye version tilføjer flere visuelle elementer og mere følelsespræget tekst og blev vurderet som en forbedring, men når endnu ikke samme niveau som Visit Greenlands. Afhandlingen konkluderer, at destinationsorganisationer bør tilrettelægge deres webkommunikation i lyset af målgruppernes behov og overveje stærkere emotionelle greb for at styrke destinationens konkurrenceevne.
This thesis examines how Visit Greenland and Visit Iceland strategically present themselves on their official websites and how these choices influence potential Danish consumers. The authors analyze storytelling and rhetoric using Fog et al.’s four key elements of storytelling and Aristotle’s persuasive appeals, while visuals are assessed through Pennington et al.’s adaptation of Charles Sanders Peirce’s semiotic model. Based on these analyses, interviews with potential Danish consumers were conducted to explore how the communicative tools are perceived. Findings indicate that Visit Greenland’s website makes strong emotional appeals through visuals and narratives that interviewees found attractive and memorable. Visit Iceland’s previous website relied on limited imagery and a mainly informative tone that left respondents uninspired; the redesigned site adds richer visuals and more emotion-driven text and was judged an improvement, though still not on par with Visit Greenland’s. The thesis concludes that destination marketing organizations should align website communication with audience needs and consider stronger emotional appeals to enhance destination competitiveness.
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