341-468 Tourism 2013 04EN.indd
نویسندگان
چکیده
Th is paper reports research on service branding carried out on the prestigious Norwegian Coastal Voyage, or Hurtigruten, which is its brand name. Th e primary research instrument employed in the research was semi-structured in-depth interviews with managers and service personnel previously and presently employed by the shipping line Hurtigruten ASA. Th e paper shows that a set of factors infl uences on service branding on the Hurtigruten, the most important being new leadership, management preferences, competitive pressure and changing market preferences. A model is suggested that shows how the identifi ed factors interact and infl uence service branding on the Hurtigruten.
منابع مشابه
341-468 Tourism 2013 04EN.indd
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