Travel motivation and image of a long- haul destination- how young Brazilian visitors see Denmark as a tourist destination and what marketing implications follow from that
Author
Dimova, Tsvetelina
Term
4. term
Education
Publication year
2016
Pages
105
Abstract
Baggrund og formål: Brasiliens økonomiske vækst har skabt mange nye udrejsende rejsende. Dette speciale undersøger, hvorfor unge brasilianere rejser til udlandet, og hvordan de danner deres billede af Danmark. Målet er at give viden, der kan bruges til at positionere, promovere og annoncere Danmark som langdistancedestination i Brasilien. Tilgang: Undersøgelsen er kvalitativ og fortolkende og kombinerer teori og empiri. Teorigrundlaget omfatter destinationsimage (hvad folk tænker og føler om et sted), hvordan sådanne billeder dannes og påvirkes, forskelle mellem lang- og kortdistancerejser, processen for destinationsvalg samt Travel Career Patterns-rammen (der beskriver, hvordan rejsemotiver kan udvikle sig over tid). Data: Der er gennemført en omfattende litteraturgennemgang og semistrukturerede interviews med 10 brasilianere, der har besøgt Danmark. Materialet blev kodet og indholdsanalyseret for at identificere centrale temaer. Hovedresultater: De unge brasilianske deltagere kombinerer motiver fra flere lag i Travel Career Patterns, men søger især selvudvikling og selvrealisering. Inden for denne ramme placerer det dem på lavere niveauer af deres "rejsekarriere". Danmarks image på Brasiliens langdistancemarked formes primært af mund-til-mund og uafhængige informationskilder (fx medier og online indhold, der ikke kontrolleres af officielle turismeaktører). Image er overvejende positivt og kan bruges til at styrke Danmarks position på det brasilianske udrejsemarked. Konklusion: Der er behov for yderligere forskning for at vælge de mest effektive værktøjer og teknikker til at markedsføre Danmark som indgang til de skandinaviske og nordiske kulturer i Europa.
Background and aim: Brazil’s economic growth has created many new outbound travelers. This thesis examines why young Brazilians travel abroad and how they form their image of Denmark. The goal is to inform how Denmark can be positioned, promoted, and advertised as a long-haul destination in Brazil. Approach: The study is qualitative and interpretive, combining theory and empirical data. It draws on destination image theory (what people think and feel about a place), how such images are formed and influenced, differences between long- and short-haul travel, the destination selection process, and the Travel Career Patterns framework (which describes how travel motives may evolve over time). Data: The research includes an extensive literature review and semi-structured interviews with 10 Brazilians who have visited Denmark. The material was coded and content analyzed to identify key themes. Main findings: The young Brazilian participants combine motives from several layers of the Travel Career Patterns framework, but mainly seek self-development and self-actualization. Within this framework, this places them at lower stages of their “travel careers.” Denmark’s image in Brazil’s long-haul market is shaped primarily by word-of-mouth and independent information sources (for example, media and online content not controlled by official tourism bodies). The image is largely positive and can support a stronger positioning of Denmark in the Brazilian outbound market. Conclusion: Further research is needed to identify the most effective tools and techniques to market Denmark as a gateway to Scandinavian and Nordic cultures in Europe.
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