All Destinations

Mette Skovbo, Louise Elver Hansen, Agnete Sylvest Jensen & Mikkel Schou

Studenteropgave: Semesterprojekt


The point of departure for embarking on the project at hand was a shared interest in buzz marketing; what companies can do to inspire word of mouth communications and when it is recommendable to use buzz marketing as a main element in a company’s communication strategy. Lonely Planet has relied on a positive buzz as a major part of the company’s marketing for more than three decades now. However within its years of existence, Lonely Planet has gone from being a niche product on the guidebook market, setting new standards for travelling to being a legend within travelling and a market leader in the market for guide books. Today the brand Lonely Planet is well-known worldwide. In this report we question what this means for the buzz, and whether it is liable for a major multinational brand to rely on being able to inspire positive word of mouth communications? We have aimed at carrying out a creative analysis of representatives from Lonely Planet’s target audience in order to understand how the Lonely Planet brand is perceived by users and non-users. Looking back we are most satisfied with our research, believing that we have acquired an insight into associations and connotations to Lonely Planet. Furthermore along with theories on changes in society and marketing, our research provides a picture of the future challenges faced not only by Lonely Planet but by the travelling industry in general and companies relying on buzz marketing as a primary strategy.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 jun. 2005


  • Buzz marketing
  • Lonely Planet
  • word of mouth
  • postmodern tourism
  • postmodernity