Building up the silver circle route : apprenticeship at Markaðstofa Vesturlands

This paper is a final report of vocational training done for the B.A. final project. The focus area for the vocational training chosen was destination product development, and the product developed was route in Borgarfjörður called Silver Circle Borgarfjörður. The Silver Circle Borgarfjörður route, is an existing route known by tourists and travel agencies, and the stop points are all located in Borgarfjörður, but it is not an official itinerary. This was an opportunity that West Iceland Destination Agency found to improve the itinerary and launch it as a West Iceland product. Taking this strategic decision also created the opportunity to brand the Borgarfjörður region as a tourism destination. Becoming known as a tourism destination, the region will not only attract more visitors but also contribute to the region’s economy (by encouraging them to stay longer), connect the different towns of the fjord, and strengthen bonds between stakeholders.

Author dc:creator

• Mariana Teles Mendonca 1989-

Contributors dc:contributor

• Háskólinn á Hólum

• Ferðamálafræði
• Ferðamannastaðir
• Markaðssetning
• Áætlunarferðir
• Tourism
• Destination
• Branding
• Tourism route

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/1946/44987

OAI identifier oai:identifier

oai:skemman.is:1946/44987