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Ready or not, here they come!: En deduktiv studie om utbytesstudenternas betydelse för destinationen Kalmar
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Utbytesstudenter har i tidigare studier identifierats som ett betydelsefullt segment inom ungdomsturismen, däremot har många destinationer inte tagit tillvara på de fördelar denna grupp för med sig. Denna studie undersökte vilka fördelar Kalmars utbytesstudenter förde med sig till staden. Eftersom tidigare studier har identifierat de tre största fördelarna som ekonomiska, kulturella och marknadsföring blev det dessa tre kategorier som vi valde att undersöka i vår studie. Denna studie bygger på en enkätundersökning och tre olika former av intervjuer.

 

Ur ett ekonomiskt perspektiv visade vår studie att Kalmars utbytesstudenter betalade en levnadskostnad, de förde med sig besökare och de reste i staden, regionen, i övriga Sverige och Europa under sitt utbyte. Många av studenterna kunde även tänka sig att återvända till Kalmar i framtiden. När det kom till marknadsföring visade vår undersökning att majoriteten av utbytesstudenterna hade en positiv bild utav Kalmar. De flesta använde sig även av sociala medier och en stor del av dessa uppgav att de skrivit om eller nämnt Kalmar i sina uppdateringar. Majoriteten av studenterna kunde även tänka sig att rekommendera Kalmar till framtida utbytesstudenter. Den största kulturella påverkan utbytesstudenter har på en destination är att de utsätter värdbefolkningen för andra kulturer, men för att detta ska kunna ske behöver de interagera med värddestinationen. Vår undersökning visade att i Kalmar sker inte detta fullt ut, studenterna själva kände att de sällan interagerade med värdbefolkningen under sin tid här.

 

Vår slutsats blev att ur ett ekonomiskt och kulturellt perspektiv kunde vi inte med säkerhet säga till vilken utsträckning utbytesstudenterna kan anses vara en betydelsefull grupp för Kalmar. Däremot såg vi att ur ett marknadsföringsperspektiv fanns flertalet fördelar. Slutsatsen blev därmed att även om vi inte kunde mäta utsträckningen av de olika fördelarna så finns dessa och bör tas tillvara på av Kalmar.

 

Abstract [en]

Exchange students has been seen as an important segment of youth tourism according to previous studies of the topic, nevertheless have destinations failed to see the connection between the group and the advantages that comes with. This study aimed to investigate what kind of advantages the exchange students of Kalmar brings to the city. Previous research discusses the biggest advantages as economic, cultural and marketing, these three became the categories we investigated in our study. The study is based on a survey and three interviews.

 

Our study showed that the exchange students in Kalmar payed basic living costs. They also brought visitors and travelled around the destination as well as to other Swedish and European cities. They proved to have long term economic advantages since many of them planned to come back in the future. The result of the study when it came to marketing was that most of the students had a positive image of Kalmar, most of them also used social media and talked about or mentioned Kalmar in their updates. Many of the students would also recommend Kalmar to future exchange students. The biggest cultural impact according to previous research was that exchange students expose the host society for different cultures, however this can only happen if the exchange students gets the chance to interact with the local people and students at the destination. Our study showed that the exchange students did to some extent interact with the local students but not very much with the local society.

 

Our conclusion became that we couldn’t say for sure to what extent exchange students affected Kalmar from an economic and cultural perspective. But we can say that from the marketing perspective the exchange students brought some advantages. We think that even though we cannot say for sure to what extent the students affect Kalmar, we do believe that the advantages that comes with the exchange students needs to be addressed and recognized by the destination and its actors. 

Place, publisher, year, edition, pages
2019. , p. 37
Keywords [en]
Exchange students, ERASMUS, Economy, Culture, Marketing, Kalmar
Keywords [sv]
Utbytesstudenter, ERASMUS, Ekonomi, Kultur, Marknadsföring, Kalmar
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-79633OAI: oai:DiVA.org:lnu-79633DiVA, id: diva2:1280438
Subject / course
Tourism Studies
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2019-01-30 Created: 2019-01-18 Last updated: 2019-01-30Bibliographically approved

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Ready or not, here they come!(834 kB)54 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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