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En Djupdykning i Kommunikationsstrategi: om konsten att locka folk till svenska dykvatten
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Information Science, Media and Communication.
2008 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose/Aim: To create a communication strategy for PADI Nordic with the intention of getting Swedish divers, who have been certified abroad, to Swedish dive centers.

Material/Method: The study is based on a number of personal interviews conducted with a) divers who are active in Sweden, b) divers who are not active in Sweden and c) representatives from PADI and PADI affiliated dive centers.

Main results: The main reason that people who have been certified abroad do not dive in Sweden is that they regard it as being too complicated, too cold, too expensive and with nothing interesting to see. These might partly be misconceptions that can be corrected through a communication strategic effort. The best way to change this perception is by two different forms of communication. One will go from PADI Nordic straight to the divers through an email. This will have the purpose of getting their attention, making diving sound interesting and raise their awareness in preparation for the other part of the process. The other part is communication from PADI affiliated dive centres directed towards the divers. This will be in the form of more traditional marketing, and will have the purpose of making diving in Sweden sound easy, uncomplicated and price worthy. Hopefully this will bring people in to the dive centres, and in the ideal case they will in time also bring their friends along – by becoming the first link in a two step flow of communication.

 

Place, publisher, year, edition, pages
2008. , p. 53
Keywords [en]
Scuba Diving, Communication Strategy, Information Processing Theory, Integrated Communication, Involvement, Two Step Flow of Communication.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-106770OAI: oai:DiVA.org:uu-106770DiVA, id: diva2:226583
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Examiners
Available from: 2010-04-07 Created: 2009-07-02 Last updated: 2010-07-09Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
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  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
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