Förbättring av tillgänglighet i tillgänglighetsanpassade naturreservat

More than half a million people in Sweden are affected by some sort of disability. During recreational activities in nature areas, these people might encounter difficulties such as inadequate accessibility. The Swedish society requires that all citizens should have the same possibilities. The purpose of this thesis is to improve the accessibility for people with disabilities. The aim is to examine occurring flaws in accessible nature reserves and suggest possible improvements.The questions that will be answered are as follows:• What flaws do accessible nature reserves have, and how do they affect the visitors?• What improvements can be made in nature reserves to increase accessibility?To answer the questions, a case study was done, where five different nature areas were visited. During the case study, various flaws in the accessibility were observed and analysed. Prior to the case study, requirements and scientific research regarding accessibility was studied. Using this, suggestions for improving the accessibility were made. . Most of the improvements that could be made in the studied nature reserves were presumed to be applicable in other nature reserves in Sweden.With the case study in mind, the accessibility was considered in need of various improvements. The accessibility was studied from three out of four of the Swedish disability association’s categories; physical, communicative, and informative accessibility. The flaws that were encountered in the studied areas were due to incorrect design, or insufficient maintenance. Most of the flaws could be corrected in simple ways, but the flaws that were due to incorrect design or planning would require more work. After the case study it was discovered that supposedly “accessible” trails, according to different websites, had varying levels of accessibility. An accessible recreational area will benefit all types of visitors, not only people with disabilities. It will be more convenient and enables visits with strollers. An area cannot be made accessible for all types of visitors, but can be made accessible for as many visitors as possible.

Credible or not : A study on the factors influencing consumers' credibility assessment of product placements on Instagram

Background: To align with the new trend of using social media in the marketing mix, product placement has been adapted to social media platforms as one strategy to create attention. Especially on Instagram, product placements have gained popularity among companies. While scholars have focused on measuring the effectiveness of the strategy, suggesting that credibility is one component necessary for success, a gap in the research is illuminated when focusing on what makes a product placement on Instagram credible. Previous studies regarding credibility and its relation to traditional media have concluded that there are some factors essential in consumers’ credibility evaluation process. Since social media differs from traditional media, there was a need to investigate the applicability of credibility to the social media platform Instagram. Purpose: The purpose of this thesis was to examine key factors of product placement on Instagram that influence credibility. Method: To meet the purpose of this thesis a study with a mixed method research design was conducted. The qualitative data was collected through semi-structured interviews with the intention to discover how consumers evaluate credibility. The scales and items developed from the findings of the qualitative study were tested using a questionnaire to identify which factors that have the most influence on consumers’ credibility assessment. Conclusions: The overall findings indicate that consumers evaluate credibility based upon source, message and receiver characteristics. The empirical evidence suggests that the Expertise of influencer, Professionalism of picture, Trustworthiness of influencer, Connection to influencer and Causes of irritation are the factors that have the most influence on consumers’ credibility assessment of product placement on Instagram. The findings further implies that it is not only the factor itself that influence, credibility can additionally be transferred from one factor to another.