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This paper discusses brand positioning as a core concept in customers’ expectations and

perceptions by analysing the role of service quality. The limited research in this field is

unwarranted considering the importance of the concept. The aim of this paper is to describe

the brand positioning of the City of Stockholm as a tourist destination, whilst exploring

tourists’ expectations and perceptions about service quality in the city. The data collected is

based on the qualitative semi-structured interviews conducted with 30 international

informants. The resulting data shows that there is a definitive gap between expectations and

perceptions, which means that visitors are not wholly satisfied with the service quality

experienced in Stockholm. Suggestions for improvements are offered.