The Destination Branding through Multisensory Experiences: Case Studies from Sweden

Abstract

This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.

Citation

Rodrigues, C. (2018), "The Destination Branding through Multisensory Experiences: Case Studies from Sweden", Camilleri, M.A. (Ed.) The Branding of Tourist Destinations: Theoretical and Empirical Insights, Emerald Publishing Limited, Leeds, pp. 61-82. https://doi.org/10.1108/978-1-78769-373-920181004