The Journey to Destination ‘the Netherlands’ : A Study on the changing Representation of the Netherlands
Authors
Date
2020Discipline
Intercultural Communication (maisteriohjelma)Master's Degree Programme in Intercultural CommunicationCopyright
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
The purpose of this study was to research and get a better understanding about the choices behind the representation of a destination on a tourism website by a destination marketing organisation (DMO). The study wants to get more insights on the motivations behind the created image of a destination when looking at the fields of tourism, marketing and intercultural communication. The research questions are: ‘What motives do the national Dutch Destination Management Organisation have for the representation of the Netherlands on their new website?’ and ‘How has the representation of the Netherlands changed from the old to the new website of the national Dutch Destination Management Organisation?’. The research consists of two types of qualitative research: semi-structured interviews and an analyses of the old and new version of the DMO’s tourism website. The interviews have been analysed by using the method of thematic qualitative analysis and the analysis of the websites by using the method of semiotics and a model of visual rhetorical interpretation. The translation of the brand, the ideal target group and strategies to portray the Netherlands are all in development to create their ideal representation of the Netherlands. The brand also describes the country as: open, inclusive and innovative. The switch from both websites shows there is a big change in the content, especially the visual content. The changes that have been made, together with the reasons and motives that have been given by the participants, show that the image of Holland has changed or is changing to a diverse, contemporary and less cliché new Netherlands.
...
Keywords
Metadata
Show full item recordCollections
- Pro gradu -tutkielmat [28107]
Related items
Showing items with similar title or keywords.
-
Exploring Post-COVID-19 Branding Strategies of African Destinations
Ukpabi, Dandison; Quarshie, Benjamin; Karjaluoto, Heikki (Springer, 2023)The lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the ... -
The representation of Sámi people on Finnish and Norwegian tourism websites in English
Lindholm, Maiju (2014)Tutkielman tarkoituksena oli selvittää, minkälaisia representaatioita saamelaisista rakennetaan norjalaisessa sekä suomalaisessa matkailumarkkinoinnissa englanniksi. Aineistona oli yksi kunkin maan virallisen matkailumar ... -
The relationships between happiness, wellness tourist motivation, and tourism destination among Finnish wellness travellers : insights from the world’s “happiest nation”
Saari, Susanna; Grénman, M.; Varhelahti, M. (Taylor & Francis, 2023)This paper examines the relationships between happiness, wellness tourist motivation, and tourism destinations among Finnish wellness travellers during crises, “the happiest country in the world”. Qualitative and quantitative ... -
"Experience the real New Zealand - Maori culture as it is today" : representations of New Zealand and Maoris in Maori tourism websites
Lähteenmäki, Suvi (2012)Matkailu on maailmanlaajuisesti merkittävä ja kasvava ala. Uudessa-Seelannissa matkailulla on ollut jo pitkään merkittävä vaikutus talouteen ja koko yhteiskuntaan. Maorit ovat Uuden-Seelannin alkuperäiskansa ja ... -
The Process of Selecting Influencers for Marketing Purposes in an Organisation
Huttula, Tia; Karjaluoto, Heikki (Springer, 2023)Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with ...