Nöjescentrum : en fallstudie av upplevelsekonsumtion!
Abstract (Summary)The society today, reflects a high welfare, where the human being has a better financial position than before. This has generate that more money is spend on pleasure and events. A result of that can be the development of a new line of business; The industry of experience.This kind of branch is fast growing in the Swedish labour market. The characteristics of this branch are, depending of trends, continuous variations and integrated education.A new phenomenon within this branch is “Centre of experience”. It can be compared to a shopping mall which offers different types of attractions, there the experience is the primary. The supply of this centre is relative limited in Sweden.This background made the subject interesting and that is how our presentation of the problem arose; Are there to be found representative variables of success within center of experience?The aim of this essay is to analyse the concept, offer and strategies of Heron City and Kista Galleria. The result will be compared to the opinion of the consumer. Why has Kista Galleria reached a bigger success than Heron City?The examination is based on a case study.Today there are many articles about experiences in the news which create our interest to examine what the public demand.The essay was described from both a company and customer perspective. For basis of the analysis was theories used about global factories and service marketing, which mean global guard, supplies and internal- and external marketing. The conclusion tells that there are over all success variables in centre of experience. Those variables are; effective internal communication, right version of marketing channel, the geography location and to offer an up date selection. Today should centre of experience commit oneself to provide shopping and restaurants. Besides from the over all success variables, we are conscious there are more variables which decide centre of experience success but those variables can be different from case to case.
Source Type:Master's Thesis
Date of Publication:01/18/2007