{"id":9899,"date":"2022-09-22T09:25:54","date_gmt":"2022-09-22T09:25:54","guid":{"rendered":"https:\/\/www.hkdest.se\/?p=9899"},"modified":"2023-06-02T11:06:31","modified_gmt":"2023-06-02T11:06:31","slug":"forskningssamarbete-tar-hoga-kusten-en-niva-till","status":"publish","type":"post","link":"https:\/\/www.hkdest.se\/en\/pressmeddelanden\/forskningssamarbete-tar-hoga-kusten-en-niva-till\/","title":{"rendered":"Forskningssamarbete tar H\u00f6ga Kusten en niv\u00e5 till"},"content":{"rendered":"<div><\/div>\n<p><strong>Till v\u00e5ren inleder H\u00f6ga Kusten Destinationsutveckling och Mittuniversitetets turismforskningscentrum, ETOUR,\u00a0ett sp\u00e4nnande forskningsprojekt. Projektet vill unders\u00f6ka\u00a0sambandet mellan destinationens varum\u00e4rkesarbete, bes\u00f6kares upplevelser och gr\u00f6n omst\u00e4llning av f\u00f6retag inom bes\u00f6ksn\u00e4ringen. <\/strong><\/p>\n<p>\u2013 Likt andra destinationer st\u00e5r H\u00f6ga Kusten inf\u00f6r utmaningen att utveckla v\u00e5r plats utan att p\u00e5 l\u00e4ngre sikt skada natur eller samh\u00e4lle. D\u00e4rf\u00f6r ser vi en styrka i att tillsammans med kunniga forskare fr\u00e5n ETOUR utforska v\u00e4gen fram\u00e5t \u2013 b\u00e5de f\u00f6r v\u00e5r plats b\u00e4sta och som hj\u00e4lp till andra destinationer och f\u00f6retag, s\u00e4ger Joel Libell, Strategisk utveckling &#8211; H\u00e5llbarhet, H\u00f6ga Kusten Destinationsutveckling.<\/p>\n<p>M\u00e5nga destinationer och f\u00f6retag \u00e4r r\u00e4dda f\u00f6r att de inte kommunicerar sitt h\u00e5llbarhetsarbete tillr\u00e4ckligt mycket, eller det omv\u00e4nda, att de \u00f6verdriver sitt h\u00e5llbarhetsarbete s\u00e5 att de skapar l\u00f6ften som de inte kan h\u00e5lla. Det beh\u00f6vs en balans d\u00e4remellan f\u00f6r att skapa v\u00e4rde f\u00f6r bes\u00f6karen och ett trov\u00e4rdigt varum\u00e4rke. Samtidigt som det attraherar r\u00e4tt g\u00e4ster med ett h\u00e5llbart beteende. Detta vill forskarna i projektet &#8221;Attraktionskraft och gr\u00f6n omst\u00e4llning \u2013 ett webbaserat varum\u00e4rkesexperiment f\u00f6r bes\u00f6ksn\u00e4ringens h\u00e5llbara utveckling&#8221; bidra till. <\/p>\n<p><strong>H\u00f6ga Kusten som partner<\/strong><\/p>\n<p>I H\u00f6ga Kustens gemensamma bes\u00f6ksn\u00e4ringsstrategi 2030, med tillh\u00f6rande varum\u00e4rkesplattform, ligger fokus p\u00e5 samverkan, f\u00f6rst\u00e5else och engagemang med en koldioxidneutral destination som m\u00e5ls\u00e4ttning. I detta projekt ska forskarna ur bes\u00f6karens perspektiv utv\u00e4rdera h\u00e5llbarhetsaspekterna i destinationens varum\u00e4rke, samt testa ett verktyg f\u00f6r att se hur de h\u00e4r aspekterna p\u00e5verkar attraktionskraften och trov\u00e4rdigheten.<\/p>\n<p>\u2013 H\u00f6ga Kusten som destinationsbolag \u00e4r intressant eftersom de dels har en befintlig varum\u00e4rkesplattform och de dels tydligt fokuserar p\u00e5 h\u00e5llbarhetsarbete. Vi vill titta p\u00e5 hur de kan sy ihop h\u00e5llbarhetsarbetet med varum\u00e4rket s\u00e5 att det faktiskt betyder n\u00e5gonting, s\u00e4ger professor och projektledaren Maria Lexhagen.<\/p>\n<p>\u2013 I dag anv\u00e4nder de mycket storytelling i sin marknadsf\u00f6ring, s\u00e5 vi kommer utifr\u00e5n det att bygga olika kommunikativa insatser och testa med webbpaneler vilka ingredienser som fungerar och &#8221;tr\u00e4ffar r\u00e4tt&#8221; n\u00e4r man kommunicerar h\u00e5llbarhet, s\u00e4ger Maria Lexhagen.<\/p>\n<p><strong>En del i verktygsl\u00e5dan<\/strong><\/p>\n<p>Resultatet fr\u00e5n experimentet blir en del i <a href=\"https:\/\/www.hkdest.se\/en\/verktygslada\/\" target=\"_blank\" rel=\"nofollow noopener\">H\u00f6ga Kustens digitala verktygsl\u00e5da<\/a> f\u00f6r varum\u00e4rkesarbete, som f\u00f6retag kan anv\u00e4nda f\u00f6r att anpassa olika kommunikativa insatser mot olika m\u00e5lgrupper. Det blir en win-win eftersom destinationen och f\u00f6retagen f\u00e5r konkreta tips p\u00e5 hur de kan jobba med h\u00e5llbarhetskommunikation och marknadsf\u00f6ring, samtidigt som destinationsbolaget f\u00e5r ett tydligare varum\u00e4rke d\u00e4r de h\u00e5ller vad de lovar. F\u00f6rhoppningsvis kan budskap om h\u00e5llbarhet ocks\u00e5 uppmuntra till ett h\u00e5llbart g\u00e4stskap.<\/p>\n<p><em>\u2013 <\/em>Vi ser det som en  stor styrka att denna forskning \u00e4ven kommer resultera i konkreta och anv\u00e4ndbara tips b\u00e5de f\u00f6r f\u00f6retagen och destinationen. Vi tror att denna forskning kommer att kunna st\u00e4rka svensk bes\u00f6ksn\u00e4ring och bidra till det l\u00e5ngsiktiga utvecklingsarbetet, helt i linje med H\u00f6ga Kustens Bes\u00f6ksn\u00e4ringsstrategi mot 2030, avslutar Joel Libell. <\/p>\n<p><em>Detta \u00e4r ett av de tre projekten som beviljats medel fr\u00e5n BFUF (Bes\u00f6ksn\u00e4ringens Forsknings- och utvecklingsfond).<\/em><\/p>\n<p>Projektperiod: 230401-250430<\/p>\n<p>Forskningscenter:<a href=\"https:\/\/www.miun.se\/Forskning\/forskningscentra\/etour\/\" target=\"_blank\" rel=\"nofollow noopener\"> ETOUR<\/a><\/p>\n<p>F\u00f6r mer information kontakta:<\/p>\n<p>Joel Libell, joel@hkdest.se eller 070-362 22 09.<\/p>\n<p>Maria Lexhagen, maria.lexhagen@miun.se eller 010-14 283 39.<\/p>\n&nbsp;\r\n\r\nDetta pressmeddelande publicerades ursprungligen p\u00e5 Mynewsdesk, <a href=\"http:\/\/https:\/\/www.mynewsdesk.com\/se\/hogakusten\/pressreleases\/forskningssamarbete-tar-hoega-kusten-en-nivaa-till-3205824?utm_source=rss&utm_medium=rss&utm_campaign=Subscription&utm_content=pressrelease\">klicka h\u00e4r<\/a> f\u00f6r att se pressmeddelandet i Mynewsdesk.","protected":false},"excerpt":{"rendered":"<p>Till v\u00e5ren inleder H\u00f6ga Kusten Destinationsutveckling och Mittuniversitetets turismforskningscentrum, ETOUR,\u00a0ett sp\u00e4nnande forskningsprojekt. Projektet vill unders\u00f6ka\u00a0sambandet mellan destinationens varum\u00e4rkesarbete, bes\u00f6kares upplevelser och gr\u00f6n omst\u00e4llning av f\u00f6retag inom bes\u00f6ksn\u00e4ringen. \u2013 Likt andra destinationer st\u00e5r H\u00f6ga Kusten inf\u00f6r utmaningen att utveckla v\u00e5r plats utan att p\u00e5 l\u00e4ngre sikt skada natur eller samh\u00e4lle. D\u00e4rf\u00f6r ser vi en styrka i [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9901,"comment_status":"close","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[52],"tags":[],"projekt":[],"kategori":[],"class_list":["post-9899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pressmeddelanden"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Forskningssamarbete tar H\u00f6ga Kusten en niv\u00e5 till - H\u00f6ga Kusten Destinationsutveckling<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mynewsdesk.com\/se\/hogakusten\/pressreleases\/forskningssamarbete-tar-hoega-kusten-en-nivaa-till-3205824?utm_source=rss&utm_medium=rss&utm_campaign=Subscription&utm_content=pressrelease\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forskningssamarbete tar H\u00f6ga Kusten en niv\u00e5 till - H\u00f6ga Kusten Destinationsutveckling\" \/>\n<meta property=\"og:description\" content=\"Till v\u00e5ren inleder H\u00f6ga Kusten Destinationsutveckling och Mittuniversitetets turismforskningscentrum, ETOUR,\u00a0ett sp\u00e4nnande forskningsprojekt. Projektet vill unders\u00f6ka\u00a0sambandet mellan destinationens varum\u00e4rkesarbete, bes\u00f6kares upplevelser och gr\u00f6n omst\u00e4llning av f\u00f6retag inom bes\u00f6ksn\u00e4ringen. \u2013 Likt andra destinationer st\u00e5r H\u00f6ga Kusten inf\u00f6r utmaningen att utveckla v\u00e5r plats utan att p\u00e5 l\u00e4ngre sikt skada natur eller samh\u00e4lle. 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Projektet vill unders\u00f6ka\u00a0sambandet mellan destinationens varum\u00e4rkesarbete, bes\u00f6kares upplevelser och gr\u00f6n omst\u00e4llning av f\u00f6retag inom bes\u00f6ksn\u00e4ringen. \u2013 Likt andra destinationer st\u00e5r H\u00f6ga Kusten inf\u00f6r utmaningen att utveckla v\u00e5r plats utan att p\u00e5 l\u00e4ngre sikt skada natur eller samh\u00e4lle. 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