Assistant Professor

2003:138 SHU

BACHELOR’S THESIS

Integrated Marketing
Communication and Tourism
A Case Study of Icehotel AB

CAMILLA KULLUVAARA
JOHANNA TORNBERG

Social Science and Business Administration Programmes
INTERNATIONAL BUSINESS AND ECONOMICS PROGRAMME
Department of Business Administration and Social Sciences
Division of Industrial Marketing
Supervisor: Tim Foster
2003:138 SHU • ISSN: 1404 – 5508 • ISRN: LTU - SHU - EX - - 03/138 - - SE

Acknowledgments
This bachelor’s thesis is the result of ten weeks of research and writing during the spring of
2003. It has been an interesting and learning experience. We are thankful for the guidance and help from our positive supervisor PhD Candidate Tim Foster at the division of Industrial
Marketing, Luleå University of Technology, during this time. We would also like to thank our families and friends for support and for always being there. Finally, we give a special thank to
Monica Sansaricq, marketing assistant at Icehotel, for her cooperation and positive spirit that helped and inspired us in our writing.

Luleå University of Technology, June 9, 2003

Camilla Kulluvaara

Johanna Tornberg

Abstract
The increasing communication options in recent years have contributed to the clutter the world is experiencing today. This has made it important for marketers to integrate their marketing communication and break through the barrier of noise to reach the target market.
Furthermore, the heavy competition within the tourism industry has made it necessary for organizations to focus more on marketing and in particular communication. In 1993 a new concept called Integrated Marketing Communication (IMC) was introduced. This new concept has generated a great interest among academics and practitioners, although research concerning its implementation is limited. The purpose of this thesis is to gain a better understanding of Integrated Marketing Communication in the Swedish Tourism Industry. A
case

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