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Bakgrund: I Sverige har idrott länge varit en naturlig del i många människors liv och idrottsrörelsen har varit djupt rotad i det svenska samhället. För att kunna ta vara på denna gemenskap krävs det ett sätt för idrotten och fotbollen att kunna samla denna stora folkmassa, det är här evenemang spelar en avgörande roll. Sponsorerna spelar i sin tur en stor roll i möjliggörandet för att kunna anordna idrottsevenemang, genom sina olika typer av bidrag. Det kan dessutom finnas flera olika incitament för företag att sponsra ett idrottsevenemang. Utöver fördelarna för företagen har evenemang också en betydande påverkan på de städer där de äger rum. Syfte: Studien syftar till att undersöka de viktigaste incitamenten och de framtagna strategierna som företag har gällande sponsring av evenemang och huruvida incitamenten och strategierna har förändrats över tid. Vidare syftar studien till att undersöka vilka mervärden ett stort, årligt återkommande evenemang medför till arrangörsstaden. Studien kommer att fokusera på det stora, årligt återkommande idrottsevenemanget Gothia Cup i Göteborg. Design/metod: I studien används ett abduktivt synsätt, där en kvalitativ metod med fallstudiedesign och semistrukturerade intervjuer tillämpats. Urvalet gjordes utefter de olika perspektiv som studien avsåg att undersöka. I analysen har resultatet kopplats till teorier och analyserats utefter dessa. Vidare kopplas resultatet till tidigare forskning i diskussionen. Slutsats: Studien klargör att företagens incitament och strategier för sponsring av evenemang har utvecklats över tid, med en ökad betoning på positiva samhällseffekter, ömsesidiga värderingar samt att sponsring ska ge fördelar för alla parter. Genom att sponsra evenemang som Gothia Cup kan företag dra nytta av marknadsföringsmöjligheter och varumärkesexponering. De ekonomiska och sociala mervärdena ett årligt återkommande evenemang som Gothia Cup genererar till Göteborg inkluderar ekonomiska intäkter kopplat till turism och positiva samhällseffekter. Turneringen genererar dessutom en bättre bild av staden, som i förlängningen ger staden ekonomiska och sociala mervärden. Denna relation mellan företag, evenemang och stad visar på vikten av att skapa hållbara partnerskap som gynnar alla inblandade parter. Originalitet/värde: Forskning som behandlar stora idrottsevenemang med fokus på sponsring och mervärden kopplat till staden är i dagsläget begränsad. Således bidrar denna studie med fördjupad kunskap inom området. Språk: Svenska. / Background: In Sweden, sport has long been a natural part of many people's lives and the sports movement has been deeply rooted in the Swedish society. To capitalize on this community, sport and football need to find a way to bring this large crowd together, which is where events play a crucial role. Sponsors, in turn, play a significant role in facilitating the organization of sports events through their various types of contributions. Additionally, there may be several incentives for companies to sponsor a sports event. Besides the benefits for companies, events also have a significant impact on the cities where they take place. Purpose: The study aims to examine the main incentives and developed strategies that companies have regarding event sponsorship and whether these incentives and strategies have changed over time. Furthermore, the study aims to investigate the additional values that a large, annually recurring event brings to the host city. The study will focus on the large, annually recurring sports event Gothia Cup in Gothenburg. Design/methodology/approach: An abductive approach was used in the study, where a qualitative method with case study design and semi-structured interviews was applied. The selection was made based on the various perspectives that the study aimed to investigate. In the analysis, the results were linked to theories and analyzed accordingly. Furthermore, the results are connected to previous research in the discussion. Conclusion: The study clarifies that companies' incentives and strategies for sponsoring events have evolved over time, with an increased emphasis on positive societal effects, mutual values, and sponsorship providing benefits for all parties involved. By sponsoring events such as the Gothia Cup, companies can benefit from marketing opportunities and brand exposure. The economic and social values that an annually recurring event like the Gothia Cup generates for Gothenburg include economic revenues related to tourism and positive societal effects. Moreover, the tournament generates a better image of the city, which ultimately provides the city with economic and social values. This relationship between business, event and city shows the importance of creating sustainable partnerships that benefit all parties involved. Originality/value: Research addressing large sports events focusing on sponsorship and the added values linked to the city are currently limited. Therefore, this study contributes to deepened knowledge within the field. Language: Swedish.

This bachelor thesis is conducted as a Minor Field Study (MFS) in Sri Lanka, funded by the Swedish International Development Cooperation Agency (SIDA). The tourism industry have become a key factor for economic growth in several developing countries. A section of branding which refers to branding of a whole country is place branding. Place branding is seen as a complex process which involves multiple parts of the country. In order to ease for brand managers and to develop the theory of place branding, Hanna and Rowley (2011) have developed a new model of place branding. The model is named the Strategic place brand management model (SPBM- model) and consists of components which are argued to be essential parts in the process of branding a place. Developing countries have a need for place branding practices in order to create economic growth. The SPBM-model could therefore be a useful contribution to the research field of place branding in developing countries. The research questions of this research was therefore firstly to see how Sri Lanka work with the components in the SPBM-model, and second to find out which components in the SPBM-model that can be seen as important based on Sri Lankan conditions. This to answer the purpose of this thesis: explore how the SPBM-model can be applied on the process of branding Sri Lanka. The study was made through a case study of the developing country of Sri Lanka. In order to gain data, seven semi-structured interviews were conducted with officials working with branding Sri Lanka as a tourism destination. By putting the SPBM-model on the Sri Lankan place branding process it can be interpreted that all components are tightly connected to each other, and some parts seems to be more important for Sri Lanka then others. If Sri Lanka put more time and effort in the three components of infrastructure, stakeholders and evaluation, also the other six components of the SPBM-model (identity, brand experience, WOM, architecture, communication andarticulation) indirect will be affected in a positive way.

En 2010, la Thirty Meter Telescope Corporation, représentée par une alliance interuniversitaire de chercheurs en astronomie, a présenté le projet du Thirty Meter Telescope ayant comme lieu de prédilection la montagne sacrée Mauna Kea, située sur l’île d’Hawai’i. S’inspirant de Idle No More, un mouvement d’activisme Hawaiien est né afin d’empêcher la désacralisation de ce temple naturel. Rapidement, un mouvement est né : ‘A’ole TMT, signifiant « non au TMT ». Ce mémoire illustre les raisons motivant cette initiative sociale et les outils mobilisés par les agents actifs de ce mouvement. Cette dissertation montre comment – s’inscrivant dans le contexte, d’abord, du Mouvement des Droits Civiques aux États-Unis et, ensuite, du mouvement de justice sociale et environnementale Idle No More – les activistes du ‘A’ole TMT Movement ont su procéder au re-branding de leurs attributs culturels et spirituels et, ainsi raviver l’authenticité de leur nation et de leur environnement, caractérisée par la réappropriation des lieux de mémoire hawaiiens. / In 2010, the Thirty Meter Telescope Corporation, composed of an inter-university alliance of researchers in astronomy, presented the Thirty Meter Telescope project, proposed to be built on the sacred mountain Mauna Kea, located on Hawai’i Island. Inspired by Idle No More, a grassroots Hawaiian activism movement was formed in an attempt to stop the desecration of this natural temple. Rapidly, a movement was born: ‘A’ole TMT, meaning “No to the TMT”. This dissertation shows the reasons motivating such a social initiative and presents the resources that active agents to the ‘A’ole TMT Movement mobilized to formally halt the TMT project. This thesis establishes how – in the context, first, of the accomplishments of the American Civil Rights Movement and, second, of the social and environmental justice movement Idle No More – Hawaiians have managed to re-brand their cultural and spiritual attributes and hence revive the authenticity of their nation as a singular and unique place through a renewed connection with Hawaiian lieux de mémoire.

台北市近年萌發了許多從巷弄中由下而上發展的「創意街區」，因為其蓬勃發展而逐漸受到政府重視。本研究以其中發展最為成熟的中山雙連創意街區為研究標的，探討其成功原因，並和國外兩個個案作比較，統整出讓此種創意產業群聚成功的共同要素，進而探討創意街區引導都市區域再生的方法和如何維持永續發展。 　　研究發現，中山雙連街區內的創意群聚因為其在空間中的密集性和頻繁接觸，加上其他空間環境的幫助，使其產生了創意氛圍。此外，街區的創新特色、歷史文化和街區成員共同推廣的共識，塑造了中山雙連街區的地方品牌。創意氛圍是以培養源源不絕的創意對都市區域文化上的提昇；地方品牌是藉由形成對拜訪者和旅客的拉力形成都市區域經濟上的提昇。因此，文化和經濟的重新活絡，便是都市再生的核心，而創意群聚也已經成功地帶動了中山雙連街區的重新發展。 　　最後，以「都市與產業共生模型」理出創意產業群聚和街區成員及整個都市空間互動的脈絡；再從街區成員所表達出的深層情感面而衍生出的「永續發展策略三角」。兩個模型，一個是以具體觀察得到的元素，另一個是以情感層面的要素，共同對街區再生機制的永續發展做出驗證和評估。 / There are so many creative clusters that are cultivated within streets blocks blossoming these years and catching the public’s eyes. In this research, one most maturely developed cluster is taken as an example, that is, ZhongShan – Shuanglian street district. The cluster is compared with two other foreign cases and some factors that enable their success would be derived. In the end, how creative clusters result in urban regeneration and keep it sustainable development is the final issue of this thesis. It is found that the cluster in ZhongShan – Shuanglian street district produce its creative milieu due to spacial concentration, frequent contact among the members and any other positive assistance from the environment. Also, as a result of its historical culture, consensus of members, and characteristics, the place branding, however, forms. Speaking to creative milieu and place branding, the former promotes regional culture and the latter boosts regional economy, both of which bring about urban regeneration. Anyway, the cluster surely improves the regional redevelopment successfully. What is the last but not the least part of this thesis is this research applies “Industry and City Symbiosis Model” and conducts “Strategy Triangle” to the cluster, in order to figure out some theoretical methods which provide verifications or suggestions for sustainable development of the clusters in street district.

Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...

Forskning visar att platsmarknadsföring som strategi används alltmer frekvent. Städer och platser uppfattas inte längre som konstanta utan befinner sig i en ständig utvecklingsprocess och behöver hanteras därefter. Då många platser konkurrerar om bland annat besökare, invånare och studenter är det viktigt att kunna differentiera sitt platsvarumärke och kommunicera platsens identitet på önskat sätt. Tidigare forskning har visat att invånare är en av de viktigaste intressenterna för destinationsmarknadsföringsorganisationer (DMO) på grund av deras inflytande på en plats. Invånarna är dock svåra att styra i önskad riktning då de är en heterogen grupp där åsikter, preferenser och attityder skiljer sig åt. Om detta inte sker finns en risk att invånarna inte känner delaktighet med platsen och dess platsvarumärke. Därför är syftet med denna studie att bidra till förståelsen för invånare som platsvarumärkesambassadörer (PVA) med nytta för DMO:s. Genom en kvalitativ innehållsanalys har 272 stycken Instagraminlägg samlats in från tre olika svenska DMO-konton på Instagram. I ett nästa steg analyserades dessa genom att applicera fyra roller och fyra intentioner som identifierats i tidigare forskning (Uchinaka, Yoganathan & Osburg 2019). Resultatet visar att invånarnas roller och intentioner skiljer sig åt mellan de olika platserna och därför inte kan generaliseras. Dessa variationer diskuteras och slutligen resulterar i förståelse för invånare som PVA:s. Med resultatet som stöd, uppmanar forskarna i denna studie att DMO:s bör intressera sig för invånarna på platsen vars platsvarumärke de verkar för. Det, då det mest effektiva sättet att skapa och bibehålla ett framgångsrikt platsvarumärke är genom samarbete med dess invånare. / In recent years, place marketing as a strategy has been more frequently implemented. Cities and places today are not seen as constant but as continual processes of development, in need of being treated with the dynamic in mind. As many places compete for, among other things, visitors, residents, and students it is of great importance to be able to differentiate and communicate the place's identity. Previous research has shown that residents are one of the most important stakeholders for destination marketing organizations (DMO) due to their influence on a place. However, residents are difficult to steer in the desired direction as they are a heterogeneous group where opinions, preferences and attitudes differentiate. If this does not happen, there is a risk that the residents do not feel involved with the place and its place brand. Therefore, it is crucial for DMO:s to understand the residents of the place in order to work effectively with the place brand. Hence, the purpose of this study is to contribute to the understanding of residents as place branding ambassadors online with use for DMO:s. Through a qualitative content analysis, 272 Instagram posts have been collected from three different Swedish DMO accounts on Instagram. Furthermore, these were analyzed by applying four roles and four intentions identified in previous research (Uchinaka, Yoganathan & Osburg 2019). Findings reveal that residents' roles and intentions differ between places and therefore can not be generalized. This variation is being discussed and the outcome of the discussions is understanding for residents as place brand ambassadors. With support from the result, the researchers of this study urge DMO:s to invest their interest in the residents of the place in order to create and maintain a successful place brand. (This study is written in Swedish.)

La competició de països, nacions, ciutats i regions per captar recursos, talent, infraestructures o esdeveniments, entre altres aspectes, ha provocat l’adveniment d’una lluita renovada per la singularitat, pel reconeixement i per la diferenciació, per una hegemonia simbòlica que cotitza a l’alça en el context d’una emergent economia de la identitat. En aquest context, els territoris cedeixen les seves projeccions habituals d’identitat territorial a una nouvinguda identitat simbòlica, gestionada, en part, mitjançant la transformació de territoris en marques. La determinació d’un estat de la qüestió amb voluntat holística, que endreci i alhora ordeni el que s’ha dit i el que s’ha fet sobre això, per tal de situar en perspectiva les implicacions inherents a la construcció de marques (branding) per a espais geogràfics, esdevé un dels objectius principals d’aquesta investigació, al qual s’hi arribarà amb l’ajut d’una triangulació metodològica d’investigació. En primer lloc, mitjançant una revisió amb voluntat interpretativa i crítica de la literatura existent vinculada a les marques de territori, en segon lloc per mitjà d’una consulta a un panel d’experts (mètode Delphi) i, finalment, i en tercer lloc, a través de l’estudi de tres marques de territori implícites (el Lluçanès, el Priorat i la vall de Camprodon) analitzades per mitjà de l’organització de tres grups focals de discussió (GFdD). Així mateix, la concreció d’un model teòric d’anàlisi per a la marca experiència individual amb el territori des d’una perspectiva transdisciplinària coincideix amb el segon gran objectiu que pretén abastar aquesta tesi doctoral. / La competición de países, naciones, ciudades y regiones para captar recursos, talento, infraestructuras o eventos, entre otros aspectos, ha provocado el advenimiento de una lucha renovada por la singularidad, por el reconocimiento y por la diferenciación, por una hegemonía simbólica que cotiza al alza en el contexto de una emergente economía de la identidad. En este escenario, los territorios ceden sus proyecciones habituales de identidad territorial a una recién llegada identidad simbólica, gestionada, en parte, mediante la transformación de territorios en marcas. La determinación de un estado de la cuestión con voluntad holística, que incorpore y a la vez ordene lo que se ha dicho y lo que se ha hecho al respecto, con el fin de situar en perspectiva las implicaciones inherentes a la construcción de marcas ('branding') para los espacios geográficos, resulta ser uno de los objetivos principales de este trabajo, al cual se llegará mediante una triangulación metodológica de investigación. En primer lugar, a través de una revisión pretendidamente interpretativa y crítica de la literatura existente vinculada a las marcas de territorio; en segundo lugar, por medio de una consulta a un panel de expertos (método Delphi); finalmente, y en tercer lugar, a partir del estudio de tres marcas de territorio implícitas (el Lluçanès, el Priorat y la vall de Camprodon) analizadas mediante la organización de tres grupos focales de discusión (GFdD). Asimismo, la concreción de un modelo teórico de análisis para la marca experiencia individual con el territorio desde una perspectiva transdisciplinaria coincide con el segundo gran objetivo que pretende alcanzar la presente tesis doctoral. / The competition between countries, nations, cities and regions to attract resources, talent, infrastructures or events, among others aspects, has caused the coming of a renew struggle for singularity, recognition and differentiation, for a symbolic hegemony that is rising in the context of an emerging economy of identity. In this context, places transfer their usual projections of place identity to a newly arrived symbolic identity negotiated partly by the transformation of places in brands. The determination of a current status of the issue with a holistic wish that organize and at the same time arrange what it is said and is done about the topic, in order to locate in view the inherent implications to the building of brands (branding) for geographic locations, becomes one of the main aims of this research, which is going to reach through the help of a methodological triangulation of investigation. Firstly, through checking the existent literature linked in the place brands with an interpretative and critic wish, secondly, by means of consulting an expert’s panel (Delphi method) and, finally and thirdly, through the study of three implicit place brands (el Lluçanès, el Priorat and the Camprodon’s valley) analyzed by the organization of three focal groups of discussion (FGoD). Likewise, the specification of a theoretical method of analysis for the individual experience brand with the places from an interdisciplinary perspective coincides with the second main aim that this doctoral thesis expects to reach.

This doctoral thesis approaches literary tourism initially from an historical perspective in order to define the phenomenon through a review of the existing academic literature in the field. The forms of literary tourism are analysed to provide a typology and from this the value of literary tourism is explained both from the visitor's point of view and the destination manager's. Current theories underpinning the existing literature on literary tourism, including Bourdieu's concept of cultural capital are reviewed. To extend the current state of research and to answer the research questions a case study of successful urban literary tourism is identified, in this case in Brittany, France. The uses of French literature in literary tourism are reviewed to provide a sound basis on which to examine French texts and tourist destinations. Novel methods of field research are developed to formalise and to make reproducible the methodology for this study and for future work drawing on, and seeking to combine both literary theory and ethnography. Following a pilot study on the French Riviera the full discovery instruments are designed and applied in fieldwork on the case destination, Concarneau, using the detective novel, The Yellow Dog, which is set in Concarneau. Analysis of the findings from this provide a new contribution to the field of literary theory, in the area of reader interpellation, and answer the research questions in the form of a new set of recommendations for DMOs and tourism stakeholders. From the empirical study that used Web 2.0 social media, only available since 2013, an analysis of which novels do stimulate literary tourism is presented for the first time. Out of the research process new methods have been evolved, and are presented in the conclusion, for the DMO to synthesise and leverage digital resources. This provides DMOs with interpretation processes for its managed heritage to use with its local stakeholders in hotels and in tourism businesses. Finally, an innovative conceptualisation of what constitutes tourism knowledge is proposed.