Copenhagen Business School

Education

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Travel cool and spread the word: Social return on traveling to cool destinations, staying at Copenhagen Business School

Notwithstanding the importance of coolness and the omnipresence of the expression 'cool' in our everyday lives, we know almost nothing about what coolness actually is and how it can be created. The question of what makes a trip cool (destination, hotel, restaurants, activities), and how coolness impacts travel plans remains unanswered.

We envision a quantitative research project that analyzes travel communication on Instagram with the purpose of appearing cool, as well as the role of the influencer in driving coolness.

The project will make use of experimental research designs and can be executed by an individual student or a group of two.

Knowledge on marketing, especially consumer behavior, is a plus.

The project is original and has substantial managerial implications as both research and practice do know very little about building and managing coolness.

Remember that a project is an invitation for dialogue where you agree on the focus of the project. You have the possibility to suggest other problem statements and perspectives besides what is outlined in the project description. Read more about project collaborations in Career guide