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Digitalization and visualization of guide services within Swedish adventure tourism

a communicative perspective
The research project examines co-creative digital and visual communication processes in the sharing economy through a study of a start-up within Swedish adventure tourism. The research is funded by the R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF) and runs for two years (2016-2018). It is conducted in collaboration with Mia Larson at the Department of Service Management, Lund University.

Digital and visual communication is central to the rapidly growing sharing economy. The sharing economy is premised on peer-to-peer based activities of acquiring, awarding, or sharing the access to goods and services, which are organised through community-based online services. Fodora, Uber, and Airbnb are examples of firms that have emerged in this new economy based on social production in networks and digital platform communities. The expansion of the sharing economy may be attributed to the great amount of unused resources that can be marketed, high transaction costs within the traditional industries, and that the modern consumer desires personal and authentic services. 

The research project examines co-creative digital and visual communication processes in a start-up within Swedish adventure tourism based on sharing. Informed by ‘action research’ the researchers follow the communicative work with developing a digital services platform and how experiences and offers are visualised.

The study is conducted over time and consists of three phases. In the first phase, the communicative work with developing a digital service platforms and how experiences and offers are visualised on the platform are studied. The second phase concentrates on the users that belong to the target group of the company’s communication, the co-creation of value, and the forming of digital community. The third phase examines how the new communicative practice restructures the tourism industry in Sweden and creates new forms of entrepreneurship. In order to generate a rich empirical material, the study uses a combination of qualitative methods, such as netnography, qualitative interviews, and participant observations.




Cecilia Cassinger

E-post: Cecilia [dot] Cassinger [at] isk [dot] lu [dot] se
Tel: 042-35 65 25

Mia Larson

E-post: mia [dot] larson [at] ism [dot] lu [dot] se
Tel: +46 42 35 66 21

Institutionen för strategisk kommunikation
Lunds Universitet | Campus Helsingborg
Besök: Universitetsplatsen 2 Helsingborg
Postadress: Box 882, 251 08 Helsingborg
 042-35 65 95
E-post: info [at] isk [dot] lu [dot] se

Samhällsvetenskapliga fakulteten | Campus Helsingborg