Tue Fisker Mikkelsen
January 14, 2014
2nd Portfolio Assignment
As a researcher it is very important to have a clear sense of how to relate between theories and
the methods used to do the research. Generally, one differs between two overall different
methods in this matter; deduction and induction (Bryman, 2012). However, the term of
hermeneutics also becomes very interesting in the sense of this paper. Hermeneutics concerns
"with the theory and method of the interpretations of human actions" (Bryman, 2012, P.28).
Hermeneutics deals with understandings of human actions in a context of social studies. Thus, I
will be adapting a hermeneutical approach, with partly inductive and deductive aspects. This term
is in line with the epistemological considerations of this study. Considerations that will be
explained in the following sections.
Furthermore, the topic of this research is of a nature that is not easily defined or investigated from
a positivistic point of view. Therefore, I will be looking into the topic of destination branding and
image and its influence on nation branding from a constructivist point of view. A constructivist
point of view is taken because, as Bryman (2012) describes, ontology is concerned with: "... the
question of whether social entities can and should be considered objective entities that have a
reality external to social actors, or whether they can and should be considered social constructions
built up from the perceptions and actions of social actors."
This means that the ontology in general and the ontology of this research deals with the reality
and whether or not this is constructed by social identities and therefore consists and is created by
the different opinions and interpretations made by various stakeholders having an opinion about
the topic of this study. In this topic there is no single truth, but instead there are multiple
interpretations and therefore also various ways to investigate this issue. Thus, the research design
of this paper is highly influenced by my, as researcher's, way of looking at the relation between
destination branding and nation branding in general. Furthermore, the analysis of this research is
very much related to my interpretations of the case study explained later. Additionally, according
to Guba (1990) the line between ontology and epistemology in a belief system of constructivism is
almost obliterated. Thus, the two terms are closing in on each other and becoming one single part
in a belief system, why it can be difficult to distinguish between the two. This contradicts very
much to the positivistic belief system, where the two terms are more obviously divided.
Epistemology, on the contrary, considers what is acceptable knowledge and what is not.
Furthermore, it reflects on when something is considered to be proven certain enough to be
included in a research such as this (Bryman, 2012). The key to this understanding is, therefore, to
be found in the interpreting of the actions being taken in the case study as well as my
interpretations of the answers given in an interview explained later. It is, therefore, important that
my epistemological stance of this study allows these matters to be interpreted, why an
epistemological stance of interpretivism seems most suitable for me (Bryman, 2012). Taking upon
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this stance allows me to interpret my findings and thereby using this in my understanding of the
current scenario. It allows me to interpret the empirical data used for the analysis in addition to
the findings of the case study. The epistemological stance thereby supplies me with a platform to
use in my further research of this study. Of course this also influences the validity and reliability of
this paper; however this will be addressed later in this section.
My ontological and epistemological stances furthermore allows me to draw out theories and
definitions created in other contexts and studies and use these in this study to analyze on my
findings in regards to my problem statement. It also allows me to use different statistics and real
life case matters and adopt these into the studies.
Research design
The research design of this study will be based on the findings deriving from a single case study
approach. The case study approach allows me to examine the actions taken in relation to the topic
of this study (Bryman, 2012). The case study of this paper will be focused on the relation between
the destination branding and image of Sunny Beach and the nation branding of Bulgaria as a
tourist destination in general.
The Bulgarian country is placed in the South Eastern European region, which means that it can
benefit from warm summers and cold winters, which allows the country to offer a great deal of
various vacationing possibilities. In recent years, however, especially one destination within the
country of Bulgaria has become target of many discussions and much exposure within the Danish
and international societies. The destination is Sunny Beach and is situated at the coast of the Black
Sea in Bulgaria. There are several indications that this city has become very popular within the
younger generations of Danes (Infomedia, 2013).
A search at the Danish media intelligence agency, Infomedia, indicates that Sunny Beach, as a
tourist destination, has experienced massive exposure in the Danish media in recent years
(Infomedia, 2013). This has led to a time where the destination of Sunny Beach now has become a
point of discussion in the daily life of people in Denmark and not the nation of Bulgaria. Sunny
Beach, however, is only a branch of the many possibilities that the Bulgarian country possess as a
tourist destination. Thus, this makes it very interesting if this destination is about to outrank the
Bulgarian nation as a brand. The Bulgarian example could seem to stand as a worst case example
of how a destination can become so infamous that it suddenly influences the country as a whole,
which makes this case ideal to use in this study. Extreme cases are often more likely to give certain
indications, which in this case other destinations can take lessons from, both positive and
negative. Using Bulgaria and Sunny Beach as a case study in this research could, therefore,
supplies me with information and indications in the matter of destination branding and its
influence on nation branding.
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When doing a single case study, one of the issues that the researcher has to take into
consideration is the issue of external validity. External validity deals with the issue of, to which
extent this case study can be represent able for other cases and thereby be used to generalize
(Bryman, 2012). The single case study of this research can be argued to be an extreme or unique
case as Bryman (2012) distinguishes. The discussing of whether or not a case study can be used to
make generalisations upon is something Bent Flyvbjerg (2006) has been studying. The general
opinion, according to Flyvbjerg (2006) is that you cannot generalise on the basis of a single case
study. This is, however, a big misunderstanding. Single case studies can be used to generalise by
the use of the test of falsification (Popper, 1957 cited in Flyvbjerg, 2006). Thus, adapting the
beliefs of Bent Flyvbjerg (2006) using this case study regarding the destination Sunny Beach and its
influence on branding Bulgaria as a tourist destination allows me to make generalisation by having
the ideas of falsification in mind. To best explain the test of falsification is to use Karl Popper's own
example that "all swans are white", where finding only one black swan would falsify the entire
hypothesis (Popper, 1957 cited in Flyvbjerg, 2006). Therefore, according to Flyvbjerg (2006, P. 228)
case study especially "is well suited for identifying “black swans” because of its in-depth approach:
What appears to be “white” often turns out on closer examination to be “black.” Especially this
makes the case study ideal for investigating my initial research question.
Empirical data - Method triangulation
A triangulation of methods used to collect empirical data will be used in this single case study. The
mixed methods will provide me with both qualitative as well as quantitative data. A triangulation
of methods is made to increase the validity of more than one source of data, which will allow the
findings to be cross-checked. This leads to an increase in validity of the results (Bryman, 2012).
First of all, secondary statistical data has been conducted by analyzing various statistical
databases. This analysis will provide me with certain indications of general aspects regarding the
topic of this assignment. An analysis of the Danish media intelligence site, Infomedia (2013) aims
to provide me with certain general indications allowing me to analyze upon these in the last part
of the assignment. Secondly, a document content analysis of relevant documents and websites has
been done in order to provide me with even more information regarding the topic. The goal of
analyzing different websites and documents has been to provide me with further indications
which will point in a certain direction, allowing me to compare these findings, with the outcome of
the other data collecting methods. Actions taken by the Bulgarian country to brand the nation of
Bulgaria as a tourist destination will be analyzed within this method as well.
Thirdly, these initial methods has supplied me with empirical data and certain indications, which
will be used as a framework and stand as basis of a qualitative interview with Henrik B. Madsen
(Appendix A), which will be conducted. A general description of the interviewee can be seen in the
Appendix A. The interview will be made via email, ensuring no influence from the interviewer. The
interview will be based on open-ended questions allowing the interviewee to answer whatever
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comes to his mind in terms of the specific questions. This will allow the personal opinion of the
interviewee to come in focus, however, the answers delivered in the interview will be based on
how the interviewee interprets the questions, leading to answers pointing in various directions.
The frame of the interview has been made in accordance with the statistics and the document
study. These findings has been the basis of the questions in the interview.
Limitations
In relation to the single case study, it is very important to state that the study will be made in
relation to Denmark. The study takes its point of departure in how the destination branding of
Sunny Beach relates to the nation branding of Bulgaria in general as a tourist destination, in
Denmark. Bulgaria can be perceived in a great variety of ways whether it is in Spain, Italy, Poland
or Denmark. Therefore, in order to simplify the study and actually make it realistic, I choose to
concentrate this paper on the perception of Bulgaria and Sunny Beach in Denmark.
Furthermore, when discussing the destination branding of Sunny Beach and the nation branding of
Bulgaria, these issues are faced according to a tourism point of view. This means that these topics
are seen and perceived as tourist destinations in particular, which excludes how they are
perceived as for example destinations for business investments or similar.
List of references
Bryman, A. 2012. Social Research Methods – 4th edition. Oxford University Press.
Flyvbjerg, B. 2006. Five Misunderstandings About Case-Study Research. Sage Publications. PP. 219245. [online]. Available
at:<http://flyvbjerg.plan.aau.dk/Publications2006/0604FIVEMISPUBL2006.pdf> [Accessed 19
December 2013].
Guba, E.G. 1990. The Paradigm Dialog. Sage Publications. P. 17-25. [Accessed 20 September 2013].
Infomedia, 2013. Infomedia søgning. [online]. Available through Aalborg University Library at:
<http://www.infomedia.dk/Produkter.aspx> [Accessed 25 September 2013].
National Statistical Institute Bulgaria, 2013. Tourism Table Data. [online]. Available at:
<http://www.nsi.bg/otrasalen.php?otr=57> [Accessed 10 September 2013].
Keystrokes incl. spaces: 11.226 - 4,6 pages
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