In the current pluralistic societies, public policy-makings had to take into account various stakeholders as well as the social values. The research, based on the integrated public affairs management¡]PAM¡^ framework (Wang et al., 2004a) and place marketing strategy (Kotler, 1999), defined the applicable operational variables which includes three major factors of economical, social and political, and government, and nine derivative attributes, two situations of direct three-links between Taiwan and Mainland China, and status quo are used as the scenario. Altogether they will influence the stakeholders as decision-makers while deciding if they should invest, live, or work in Kaohsiung. For research design, we employed three major multiple-attribute theories or methods for individual stakeholders¡¦information processing and integration, Information Integration Theory¡]IIT¡^, Analytical Hierarchy Process¡]AHP¡^, Simple Multi-Attribute Rating Technique¡]SMART¡^, and Rating. In particular, the way the information is integrated cognitively is empirically examined instead of assumed with the averaging model of the IIT (Anderson, 1991a), and the scale values (equivalent to the utility component in MAUT or AHP) and the weights are concurrently separated and measured as results of the examination. Such separation rendered measurement of the psychological weights with theoretical validity possible, and could be used as the standard so that weights measured with the other three methods are evaluated and compared. Findings of the research are as follow, in the aspect of multiple-attribute weight measurement methods applied in the place marketing of Kaohsiung¡G 1. Among the three major factors, the most important is ¡§economic development¡¨, the second is ¡§government function¡¨, and then the third is ¡§social and political development¡¨. 2. For economic development, under the situation of maintain status quo, the most crucial derivative attribute is¡§ the level of economic globalization of Kaohsiung¡¨. The second one is ¡§the industrial structure of Kaohsiung city¡¨. The last one is ¡§the competitiveness of Kaohsiung Port and Airport project¡¨¡FUnder the situation of opening for three direct-links, the most crucial derivative attribute is still ¡§the level of economic globalization of Kaohsiung¡¨. The second one is ¡§the competitiveness of Kaohsiung Port and Airport project¡¨. The last one is ¡§the industrial structure of Kaohsiung city¡¨. 3. For the factor of social and political development, the most important attribute is ¡§the level of citizen participation in public affairs and the extent they influence public policies¡¨, the second is ¡§the public values and culture¡¨, the last is ¡§the operational mechanism of politics and election¡¨. 4. As for government function, the most essential attribute is ¡§the provision of public infrastructures¡¨. The second is ¡§the elected officials¡¦ perception of place marketing and capabilities of policy planning¡¨. The third is¡§the career officials¡¦ identifications for the elected officials¡¦ ambitions and abilities to carry out the place marketing policies¡¨. 5. The second group examinees think that direct-links has positive effects on the developments of Kaohsiung and most of them approve of the policy of three direct-links¡Fthe first group examinees have diverse opinions on it. 6. Based on PAM framework, we will sum up the problems of place marketing of Kaohsiung and brings out policy suggestions for Kaohsiung city. In the aspect of Multiple-attribute weight measurement methods theory¡G 1. Take the weight parameters derived from IIT¡¦s averaging model as the standard, weights from rating¡BAHP and SMART are all theoretically valid. The theoretical validity of rating outperforms that of AHP, AHP outperforms that of SMART. Among the convergence validity or consistence of four methods, between rating and AHP with IIT¡¦s averaging model fit better in convergence validity, between SMART and IIT¡¦s averaging model don¡¦t. 2. All three models had fairly high predictability and notable for subjects¡¦ holistic judgments. The predictability of IIT is the a little bit higher than SMART, the third one is AHP, and the last one is rating. 3. For convergence, measured with accumulative weights derived from subjects selected 15-20 examinees randomly, IIT was better than SMART, and SMART was better than AHP. 4. In terms of perceived performance, degree of operational easiness and fondness, the three models are not significantly different. As for the degree of confidence, IIT outperformed AHP, and AHP outperformed SMART.

<p>Ulricehamn – Overgrown small town or Beautiful lake town?</p><p>- a study about Ulricehamn’s image of today and future profile</p><p>Branding is increasingly being used as a concept to distinguish places and cities. Cities have long been in need of differentiating themselves from each other (Kavaratzis & Ashworth, 2004). Place branding has become a daily occurrence for cities, municipalities and countries. Construction of a city’s brand comes from its structure, communication and care of its image. It concerns visitors as well as the people who live in the city. Place branding can also be seen as place management. It aims to change how the city is being perceived by specific target groups. It may involve creating an identity with a personal, unique and original value, impossible for other cities to copy. It involves combining the activities and characteristics of a city’s image along with the chemistry from the people who live there. The city is a potential destination for visitors. The tourism industry is growing in Sweden (Turismen i Sverige – 2007). Municipalities and regions increasingly invest in their tourism. The city is also a place for living and working. Many cities strive to keep their inhabitants and to not become so called “emigrate cities” (www.scb.se). For cities to communicate a positive profile, it means that all inhabitants must first carry a positive image of their home town and act as local ambassadors.</p><p>We have chosen a small city in Sweden - Ulricehamn - to see how they work to manage the profile and the image of the city to correspond with the people who live in the city. We have done a qualitative interview and a qualitative text analysis with focus on the planned marketing material for Ulricehamn. Further we have carried out a survey to find out what the image of Ulricehamn is among the inhabitants of the city. How close is the future and preferred profile in comparison to the image of today, seen from the perspective of Ulricehamn’s inhabitants’?</p><p>Our results show that there is a gap between the future, preferred profile and the image of today having conducted a study of the people who live in Ulricehamn. The visionary profile is modern and offers attractive living, education and job prospects. The people who live in Ulricehamn think that it is a pleasant and beautiful city however the negative aspects are that it is boring with a limited range of jobs and entertaining. The positive attitudes toward Ulricehamn are related to its beautiful surroundings and the many leisure time activities. Negative attitudes are related to the poor offer of entertainment, culture, shopping etc. The management of Ulricehamn, including Näringsliv Ulricehamn AB (a company under development, starting May 1st 2008) is now facing the challenge to get the identity, the position and the image of Ulricehamn to overlap. The people who live in Ulricehamn are an important factor in creating a strong brand for the city.</p> / <p>Ulricehamn – Förvuxen byhåla eller vacker sjöstad?</p><p>- en studie om Ulricehamns nutida image och framtida profil</p><p>Varumärkesbyggande blir alltmer vanligt förekommande som koncept för att särskilja platser och städer. Städer har länge haft ett behov av att differentiera sig från varandra (Kavaratzis & Ashworth, 2004). Platsmarknadsföring har blivit en vardaglig företeelse för städer, kommuner och länder. Framställningen av en stads marknadsföring beror på uppbyggnaden, kommunikationen och skötseln av stadens image. Det berör både dem som besöker staden och de som bor i den, det vill säga invånarna. Varumärkesbyggande av en stad kan även ses som en strategi för styrning (ibid.). Det handlar mycket enkelt om att förändra hur staden upplevs av specifika målgrupper, till exempel att skapa en identitet med ett eget, unikt värde som är originellt och som inte går att kopiera av någon annan stad. Det innefattar handlande och aktiviteter som karaktäriserar imagen av staden och kemin bland dem som bor där. Staden är en destination för potentiella besökare (ibid.). Turismen i Sverige växer (Turismen i Sverige - 2007) och kommuner och regioner satsar alltmer på sin besöksnäring. Staden är även en plats för boende och arbete. Många kommuner arbetar för att behålla sina invånare och inte bli så kallade utflyttningskommuner (www.scb.se). För att förmedla en framgångsrik profil av en stad krävs det att invånarna i staden har en positiv image av sin egen stad och att de agerar som bra ambassadörer.</p><p>I vår undersökning har vi valt att se hur en liten kommun i Sverige, Ulricehamns kommun i Västra Götaland, arbetar med att få profil och image att stämma överens bland de befintliga invånarna. Vi har genom en kvalitativ intervju och en kvalitativ textanalys undersökt det material som ligger till grund för kommunens framtida marknadsföringsarbete. Vidare har vi genom enkätintervjuer undersökt Ulricehamns kommuns invånares image av Ulricehamn som stad. Hur väl stämmer den framtida, önskade profilen överens med den nutida imagen, sett från invånarnas perspektiv?</p><p>Det visade sig att det finns ett visst glapp mellan Ulricehamns önskade, framtida profil och Ulricehamns invånares nutida image av staden. I den framtida profilen är Ulricehamn en modern stad och erbjuder attraktiva boenden, utbildningar och arbeten. Invånarna i Ulricehamn tycker idag att Ulricehamn är en vacker och trevlig, men tråkig stad med begränsat utbud av det mesta, bland annat arbeten och nöjesaktiviteter. Den mest positiva attityden till Ulricehamn är relaterat till den vackra naturen och de många fritidsaktiviteterna. Negativa attityder kommer till uttryck bland annat i avsaknad av nöjen shopping och andra aktiviteter. Kommunledningen och Näringsliv Ulricehamn AB (ett bolag under utveckling med start 1 maj, 2008) måste få identitet, position och image att stämma överens. Stadens egna invånare är en viktig grund till att skapa ett starkt varumärke av Ulricehamn.</p>

Place branding is commonly conceptualized with a focus on big cities, such as London, New York and Singapore, building from concepts and models from mainstream branding theory. In contrast to such conceptualizations, this thesis focuses on place branding in small and medium-sized cities. The present thesis aims to study place branding from a geographical perspective. It starts with debates theoretical and empirical understandings of place branding; what it is and how it is affecting the places where it is introduced. The thesis develops and argues for a perspective of territoriality and relationality to place branding discussing concepts, methods and empirical approaches to carry out place branding research using geographical perspectives. Empirically, this thesis focuses on in-depth studies of place branding in small and medium-sized cities in Sweden. By analyzing the development of place branding over the course of time, nuances and aspects of both territorial and relational origin emerge, situating place branding practices within a wider spatial contextualization. Four individual papers are presented, which taken together contribute to the aim of the thesis. Paper 1 introduces the place branding research field in geography and how it has developed; Paper 2 investigates the phenomena of flagship buildings located in small cities and towns; Paper 3 discusses the relationship between policy tourism and place branding; and Paper 4 analyzes how local environmental policies are affected by green place branding. The thesis demonstrates the complex and continuously interchangeable spatial structures and place contexts that create and re-produce the geographies of place branding. Here, research models and methodological examples are presented to illustrate how place branding can be studied from a geographical perspective and thus improve theoretical understandings of place branding. / <p>At the time of the doctoral defense, the following papers were unpublished and had a status as follows: Paper 3: Manuscript. Paper 4: Manuscript.</p>

Bakalauro baigiamajame darbe, remiantis teritorijos marketingo produkto koncepcija, siekiama išsiaiškinti, koks teritorijos marketingo produktas yra patrauklus Jurbarko rajono gyventojams. Šio darbo tikslas yra parengti patrauklią teritorijos marketingo produkto koncepciją, kaip pagrindą Jurbarko poilsio, užimtumo-sveikatingumo produktams vystyti. Pirmoje darbo dalyje pateikiama literatūros apžvalga, susijusi su teritorijos marketingo teorija ir teritorijos produkto kūrimu. Antroje darbo dalyje pateikiami empiriniai tyrimo rezultatai: esamos analizės, anketinės apklausos, pusiau sruktūrizuoto interviu rezultatai. / Based on the area of marketing of the product concept there is determined attractive place products for residents of Jurbarkas district. The aim of this bachelor work is to develop an attractive product concept of quaryy of Jurbarkas and product of activity and health. In the theoretical part of research there is analysed the process of development of place product. In practical part of research there are given results of current situation analyses, survey and interview data.

Thesis (M.A.)--University of Waterloo, 2004. / Title from PDF t.p. (viewed on Jan. 26, 2006). Includes bibliographical references (p. 187-201).

Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2018. / Sport mega-events are a powerful tool for branding nations. There has been a significant shift in countries that bid for and win the rights to host sport mega-events. Historically, Western countries used to be leaders in winning rights to host such events; however a new emerging trend has seen developing countries winning the rights ahead of developed ones, for example, South Africa, Brazil and Russia winning the rights to host the FIFA World CupTM. South Africa faced a serious branding challenge leading up to the 2010 FIFA World CupTM. Therefore, one of the primary objectives of hosting this tournament was to change international tourists’ perceptions of South Africa. There has been limited research on the brand legacies of the 2010 FIFA World CupTM, hence this research examined the brand image legacies of the tournament in the long run. It is believed that the football fans who attended the 2016 UEFA European Championship either visited South Africa during the 2010 FIFA World CupTM or watched the tournament on television (TV) at home, therefore they have certain perceptions of South Africa as a sport tourism destination. A quantitative methodology was employed to survey football tourists at fan parks and stadium precincts in five metropolitan cities in France during the 2016 UEFA European Championship, using a spatially based systematic sampling technique. In total 391 football tourist questionnaires were completed. The key findings reveal that prior to the 2010 FIFA World CupTM, football tourists’ perceptions of South Africa as a sport tourism destination were generally positive; however they indicated that they were very concerned about safety and security, as well as segregation issues, prior to the tournament. It can be argued that the tournament had a significant impact on reinforcing the positive perceptions of the destination as well as reducing the negative perceptions of the destination. The findings reveal statistically significant differences in most aspects between tourists’ perceptions prior to, and six years after, the 2010 FIFA World CupTM. Tourists’ perceptions on most aspects changed positively six years after the event, including those that were major concerns prior to the tournament. The findings also show that there has been very little repeat visitation to South Africa since South Africa hosted the 2010 FIFA Word CupTM. However, an overwhelming majority of respondents indicated that they were willing to travel to South Africa should it host another sport mega-event in the near future. The key findings of this study have a wider applicability to sport mega-events legacy research and body of knowledge. These key findings can assist destination marketers in managing the destination image and foster a greater understanding of brand image legacies of past mega-events in order to inform the bidding and hosting of future sport mega-events.

Tourism is one of the key industries that drive the global economy, playing a key role in regional development. However, constant change, trends and tourist behaviour compel drive destinations to keep track of these changes in order to grow tourism and stimulate economic growth. Mpumalanga is one of the provinces in South Africa known for its flora and fauna, beautiful landscape, and game reserves together with wildlife; therefore, having the potential to draw tourists to the province. Mpumalanga province aim to position itself as a destination of choice. A process of segmenting should however first take place as positioning is the end result. The purpose of the present study was to segment and profile tourists based on benefits sought in order to develop a benefit segmentation framework for Mpumalanga. The data collection procedure was based on a self-administered survey applied to a sample of 400 tourists visiting Mpumalanga, and two segments were identified. Binary logistic regression indicated that benefits sought (all nine) were statistically significant predictors of the attractions tourists visited and the activities within which they participated during their stay in Mpumalanga. A benefit segmentation framework was developed as a recommendation, which may be useful in developing promotional and packaging activities for identified segments by incorporating activities and attractions obtained from the binary logistic regression results and by matching them within the identified segment while using benefits as guidelines. / Business Management / M. Com. (Tourism Management)

The theme of the completed diploma thesis is A Marketing Strategy for Protected Work Places of NGOs in South Bohemia. In the theoretical part I focus on the definition and meaning of marketing, stategic management, the marketing process, the marketing environment, the buying behavior of consumers, marketing research. In the next section I describe the legislative basis for protected work places and I name protected work places of NGOs in South Bohemia. Then I describe the employment of people with disabilities, and I attempt to define the concept of a non-profit organization. For completion purposes, I briefly define the term South Bohemia. In the practical part I deal with the results of the research and draft a proposal for marketing strategies for the sale of products from protected work places. The practical part relates to the main goals of the diploma thesis. The first goal of the work was to map out a marketing strategy for protected work places of NGOs in South Bohemia. The second goal was to map out the opinions of the wider public in relation to the purchase of products from protected work places. The first stated hypothesis was: Protected work places of NGOs in South Bohemia do not optimally use the tools of the marketing mix to sell their products. The second stated hypothesis was: A marketing strategy has an effect on the sale of products in protected work places of NGOs in South Bohemia. I chose quantitative research with subsequent statistical data processing. The data was collected through standardized interview techniques and surveys. In both cases, the improbability of sampling techniques was used. The basic collection in terms of quantitative research was the management of protected work places of NGOs in South Bohemia and the wider public. Through standardized telephone interviews, the chosen collection of required data for the research was acquired. Due to the chosen technology. The survey, which in its form came close to being a questionnaire, was used in this thesis as an additional source of information, and was also used to acquire the primary data from the chosen sample. The sample was chosen at random. There were 94 total respondents. Through the research results which are related to the first goal, we can say that the explanatory function of the first hypothesis was not confirmed. In fact, protected work places of NGOs in South Bohemia use optimal tools of the marketing mix for the sale of their products. From the research results which are related to the second goal, we can say that the explanatory function of the second hypothesis was confirmed. With certainty we can say that a marketing strategy has an effect on the sale of products of protected work places of NGOs in South Bohemia.From the research results of controlled interviews with management of protected work places, it is evident that in addition to the long-term interests of the organization, protected work places are beginning to be interested in the desires and needs of their customers. They prefer segmented marketing, they monitor their competitors and concern themselves with competitive advantage. On the other hand, they do not engage in comprehensive marketing research and they do not create strategic marketing plans. In terms of the marketing mix, it was discovered that the quality of the products is important to those surveyed. In the communication mix, organizations mainly work with tools which can be used with lower costs.The research results of the wider public showed that the majority of respondents are aware of protected work places, but they consider their products to be unavailable. The main reason for the purchase of products from protected work places is to provide financial assistance. While respondents expect quality and attractively designed products for which they are willing to pay a higher price, the decisive incentive for the purchase may be lower-price products.

No último século, a inserção de temas explorados segundo características figurativas, alegóricas e narrativas tornou-se freqüente em locais voltados para comércio e lazer. Estes chamados Espaços Temáticos encontram paralelo em cidades que, visando o turismo, passaram a adotar elementos do modelo temático em escala urbana. Este trabalho procura identificar as possibilidades de utilização do temático no espaço urbano, associando-o ao marketing de lugar. Além disso, relaciona reflexos do temático na produção arquitetônica contemporânea, como a utilização do figurativo, mas, especialmente, o caráter espetacular que permeia a arquitetura atual. / Throughout the last century, the inclusion of themes exploited according to figurative, allegorical and narrative characteristics, has become frequent in commercial and leisure oriented places. These so called Themed Places find similarities in cities that, aiming for tourism, adopt elements of the theme formula in urban scale. This research intends to identify different possibilities on theming urban space, according to place marketing. Also, it finds reflexes of the theme formula in contemporary architectural production, such as the use of figurative, but most of all, the exploitation of spectacle present in nowadays architecture.

In old industrial regions traces from historical mining and production of iron and steel have become a valuable resource in developing a tourism industry and other experience-oriented industries in the post-industrial society. The so called Experience Industry became a buzz-word in regional development programs during the 2000´s. The region of Bergslagen in the middle of Sweden is a good example of this structural change in economy which has been going on since the crisis of the steel industry in the middle of the 1970´s. In the 1980’s, the region was seen as one of the most depressed areas in Sweden, together with the sparsely populated north. Because of that, cultural heritage has been promoted to strengthen regional identity in Bergslagen. Strengthening regional identity is still a matter in regional development in the region, but today efforts are more concentrated on commercial use and packaging of heritage as experience in order to create an attractive image of Bergslagen. Statistical data shows that the regional labour market is changing. During the 1990s and early 2000s employment in the Experience Economy in Bergslagen has increased by almost 30 percent. The emerging labour force is in many ways different from the traditional patterns on the regional labour market. Traditionally marginalized group, such as women, young people and immigrants are well represented. But they are often low educated, low paid and part-time employed. On the other hand we also find a growing well educated and well paid group of employees. They are often in-migrants or commuters from places outside the region. Campaigns to promote Experience Industries on the local level are common in many places in the region. Local campaigns tend to focus on tourism and the commercial use of the typical industrial heritage associated with Bergslagen. However, the regional identity is often considered a problem due to the negative image of Bergslagen which where formed after the crisis for the steel industry. Although there is a tendency towards a more positive approach to Bergslagen, developers and politicians often still claim that they rather use other local and regional identities in place marketing than being a place in Bergslagen.