The purpose of this research was to investigate place development and the role of heritage in Västra Götaland, partially through the case of the destination island of Åstol. An overarching area of interest was how regional development and heritage may intertwine. First, the region’s development strategy was analyzed in relation to a regional developer’s understanding of heritage as synonymous with the sustainable reuse of buildings and places. The second analytical chapter dealt with the region’s place development method. Place development is about cross-sectororal collaboration, where heritage is one of many resources that are to be reused innovatively. The last analytical chapter highlighted Åstol. Heritage is an ongoing development goal in Åstol’s strategy plan. Nature has shaped the island’s heritage, the locals and its identity of today. Branding as a calm, historical fishing community is useful for Åstol, as it gives the place both unique and universal characteristics in a Bohuslän west coast environment.

La presente tesis tiene por finalidad proponer rutas alternas a través de la identificación de líneas de deseo en el área delimitada por los alrededores de los ejes Av. Primavera, Jr. El Polo y Av. La Encalada, debido a la alta congestión vehicular que se observa en horas pico, identificadas a través de los aforos vehiculares realizados. En primer lugar, se zonifica el área de estudio según su uso de suelo, la delimitación consta de 11 zonas, siendo 6 microzonas y 5 macrozonas. Seguido del aforo vehicular en 5 puntos estratégicos dentro del área en estudio donde existe ingreso de mayor flujo vehicular a la zona. Con la data obtenida en campo se permite cuantificar el número total de encuestas a realizar en cada uno de los 5 puntos de aforo con y se elabora una matriz O-D que es determinante para identificar las líneas de deseo, estas líneas ayuda a identificar los tipos de viaje, tales son los viajes intrazonales, interzonales, viajes de paso y externos. Por lo que, el estudio se centra en los viajes de paso. Estos son aquellos que no necesitan pasar por el área de estudio para llegar a su destino; las encuestas se destinan para cada tipo de vehículo que circula por la zona y también para los peatones. Una vez obtenida la cantidad de encuestas, se plantea el modelo de encuesta a realizar con el objetivo de tener los motivos y los modos de viaje realizados por los usuarios de la vía. Luego, se procede a realizar los trabajos en gabinete, donde se modela en el Software TransCad toda la red vial a escala y se reconoce todos los accesos y salidas de la zona. Al identificar en el software TransCad la línea de deseo con mayor demanda, se plantea el modelo ideal donde se logra desviar los viajes de paso. Los desvíos propuestos son el giro hacia la izquierda en la Av. Angamos hacia la Av. Velazco Astete con salida a la vía de Evitamiento, para los viajes de la zona XX hacia la zona ZZ. Y el cierre del giro en U en la Av. Primavera entre la Av. Encalada y el Jr. El Polo. Finalmente, a través del modelo gravitacional se pudo evaluar condiciones futuras, calibrando los parámetros. Así, se obtiene la generación y atracción de viajes para el año horizonte de planificación en cada una de las zonas definidas. / This thesis aims to propose detours through the identification of lines of desire in the area demarcated by the vicinity of the axes Av. Primavera, Jr. The Polo and Av. The Encalada, due to the high congestion that is observed in peak times that according to the analysis that through the vehicular capacities could be identified. First, the area of study is zoned according to its use of soil, the delimitation consists of 11 zones, being 6 microzones and 5 superzones. Followed by vehicular capacity in the 4 strategic points established where there is entry of greater vehicular flow to the area. With the data obtained in field allows us to quantify the total number of surveys to be carried out at each gauging point and elaborates a matrix O-D that is determinant for the identification and the lines of desire, these lines will not help to identify Ar the types of travel so we will focus on passing trips, these are those who do not need to pass through the study area to reach their destination; The surveys are destined for every type of vehicle that circulates in the area and also for pedestrians. Once the number of surveys has been obtained, the model of the survey to be carried out with the objective of having the reasons and the modes of travel made by the users of the track is raised. Then, work is done in the cabinet, which will model in the Software TransCad the entire road network to scale and recognize all access and exits of the area. The TRANSCAD will identify the line of desire with the highest demand, and the ideal model where it manages to divert the passing of passages. The possible deviations proposed will be the left turn in Av. Angamos towards Av. Velazco Astete with Exit to the bypass, for trips from the XX zone to the ZZ area. And the closing of the U-turn on Av. Primavera between Av. Encalada and Jr. The pole. Finally, through the gravitational model you can evaluate future conditions, calibrating the parameters. And get the generation and attraction of travel for the year horizon planning in each of the defined areas. / Tesis

Around the globe, sensitive nature destinations suffer from media-mediated mass tourism. Especially, the social media network Instagram is often made responsible for these events as its emphasis on visuals is claimed to foster people’s ambition to reproduce photographs of themselves in the epic sceneries they see online. Destination Marketing Organizations (DMOs) face a particularly big challenge in using Instagram. While they aim at attracting enough tourists to satisfy the local tourism industry’s needs, they need to apply a careful promotion to avoid attracting more tourists than the natural environments can cope with. Focusing on Sweden as case study, this thesis aims at identifying and exploring how Swedish DMOs currently promote vulnerable nature destinations on Instagram and what significance these economically driven communication agencies thereby attribute the protection of the natural resources. Theoretical implications from sustainable destination management and environmental psychology are employed to develop different communication strategies that enhance the destination’s sustainable image as well as attempt to encourage pro-environmental behavior among tourists. A mixed method design is applied which is dominated by an extensive quantitative content analysis and complemented by a more limited qualitative semiotic analysis. The findings reveal that the implementation of sustainable communication strategies is of varying importance for the six Swedish DMOs considered in this study. In general, their effort of using communication tools to enhance sustainable nature-based tourism is still very low. Future research is advised to investigate in the production as well as audience site to gain further insights in how economic interests might hinder a more sustainable branding and to examine how effective the developed communication strategies actually are in influence people’s behavioral intentions.

Denna studie syftar till att undersöka värdet av en plats och hur det kan påverka lokalbefolkningens inställning till storskalig turismutveckling och nyetablering. För att besvara syftet har naturområdet Skutberget i Karlstad valts ut och etableringen av Muminvärlden utifrån frågeställningarna: Hur värderas naturområdet Skutberget som plats? samt Vad har invånarna för inställning till etableringen av en Muminvärld på Skutberget? I studien testades även fyra olika hypoteser där hypotes 1 och 2 ämnar besvara frågeställning 1 medan hypotes 3 och 4 kopplar an till frågeställning 2. Studien grundar sig på följande fyra teman: värdet av en plats, planeringsperspektiv, friluftsliv samt destinationsutveckling. Dessa teman utgör också studiens teoretiska ramverk. Studien har använt sig av en kvantitativ metod där en enkätstudie har varit det valda tillvägagångssättet för insamling av data och kritisk realism är studiens vetenskapsteoretiska förhållningssätt. Utifrån hypoteserna har enkäten strukturerats i verktyget Survey & Report och den insamlade data sedan har analyserats i SPSS för att komma fram till ett resultat. Resultatet visar tydligt på att Skutberget som plats har ett stort värde för Karlstads invånare och att det råder en skepticism mot etableringen av Muminvärlden. Detta diskuteras närmare i analyskapitlet som sedan övergår i en slutsats med förslag till framtida forskning. / The purpose of this essay is to study the value of a place and how it can affect the local residents’ attitudes towards a large-scale tourism development and a new establishment. To fulfill the purpose, the nature area Skutberget in Karlstad Sweden, has been selected and the establishment of the Moomin inspired theme park. The questions for this study to answer is: How is the nature area Skutberget valued as a place? and What are the local residents’ attitude towards establishing a Moomin inspired theme park at Skutberget? The study also tested four different hypotheses in which hypothesis 1 and 2 intend to answer question 1, while hypothesis 3 and 4 relate to question 2. The study is structured with topics as: the value of a place, the planning perspective, outdoor life and destination development. These themes also form this study’s theoretical framework. The study has used a quantitative method where a questionnaire was chosen as a method for data collection and the study is based on the notion of critical realism. The survey has been constructed in Survey & Report and the collected data has been analyzed in SPSS to compile the results. The results clearly show that Skutberget has a great value for the local residents’ and that there is a skepticism towards the establishment of the Moomin inspired theme park. This is discussed in more details in the analysis chapter, and to conclude the study discusses conclusions with suggestions for further research.

Seasonality as a typical feature of tourism - case study: Kryštofovo Údolí Abstract The diploma thesis examines the issue of the seasonality of tourism. The first goal was to contribute to the discussion of the seasonality of tourism in the context of sustainable tourism and the impacts of the Covid-19 pandemic on tourism. The theoretical framework is based on Czech and foreign professional literature. The second goal was to create a proposal for an off- season offer for a selected model area - Kryštofovo Údolí in the Liberec Region. The village can be proud of the unprecedented Novinský viaduct, the all-wooden church of St. Christopher from the 17th century, an astronomical clock, the Museum of Nativity Scenes, natural attractions, and the conservation zone, which was established mainly thanks to half-timbered cottages. The specific of the village is also a pedestal, a historical type of house construction, which is not commonly seen outside the Czech-Polish-German border area (Trojzemí). In order to accomplish the second goal, it was necessary to anchor the characteristics of the area in terms of tourism and also in general on the basis of many diverse sources. It was necessary to carry out controlled and structured interviews with visitors of the village, the local mayor, and local residents, who do or...

The thesis briefly defines basic concepts of the basic landmarks and distribution. Options owners of historic buildings, their rights and obligations. Outlines the options are and what support may be listed structures by the State of the European Union and by various endowment funds for recovery and subsequent use for the future and future generations. Analyzes aspects of the approach to the use of selected monuments.

Perceptions and attitudes can have a major impact on the motivations for countryside people to visit city destinations as tourists. The findings from this study present the two major motivations; extraordinary experiences and travelling for specific events, along with several further aspects, which motivate people in the countryside to visit cities. However, the motivations can change over time and are not necessarily the same for each visit, thus, the motivations are essential for the decision-making process, travel intentions, as well as meeting the personal wants and needs when travelling. But still, to research the motivations for countryside people to visit city destinations as tourists, it is important to learn their travel behaviour and understand their perceptions and attitudes toward cities, as these aspects have a major impact on the decision-making process, frequency of travel, and choice of destinations. Although, other perspectives impact the decision-making process as well, such as destination image, travel distance, transport, accessibility, economy, and time availability. This indicates that people who live in the countryside tend to travel to cities only for a shorter amount of time, such as weekends or long-weekends, to experience something they cannot in their everyday life, which in turn can feel luxurious. Therefore, the majority of the countryside people associate cities with positive experiences, but the general associations with cities are negative, due to the fact that they would not choose to stay here for longer than their travel intentions.    The purpose of this research is to investigate the motivations of people who live in the countryside to visit city destinations as tourists, study their perceptions and attitudes toward cities and how this impacts their decision-making process and general perspectives of cities. Interviews with 30 people who currently live in the countryside will support the research and answer the research questions, to provide results and connect this back to previous research, which have helped to support the results of this study as well. Suggestions are made for further research on this topic or similar aspects, which can help to improve the understanding of the countryside people’s travel behaviour. As a major theme in the tourism industry is to learn and understand the tourist and the travel behaviours, it is important to do so from all aspects, which could benefit both the traveller, suppliers and further research. The perspectives that have been investigated in this study, have not been researched before, and therefore, it may provide for new opportunities and knowledge about the topic that could benefit future research. Furthermore, future research can help to support the results and knowledge contribution from this research, providing similar results, and improve knowledge about city tourism in the future.

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El objetivo de la presente investigación es analizar la apropiación de elementos identitarios en la construcción de los códigos visuales de la marca destino Arequipa. Se parte de la hipótesis que esta marca se apropió de elementos identitarios locales para construir códigos visuales alusivos a la cultura y geografía, que se plasman de manera sintetizada gráficamente en el logotipo. Esta investigación se centró en el análisis visual de las piezas gráficas y los elementos de identidad visual que en conjunto componen a la marca destino Arequipa. Asimismo, los resultados que se obtuvieron a través del análisis descriptivo se complementaron con entrevistas a informantes clave. Entre los principales resultados se identificó que la apelación a elementos identitarios para representar la cultura y los atributos de un territorio es fundamental para construir el discurso de marca. Por otro lado, se encontró que el papel de la síntesis de los códigos visuales que representan elementos identitarios de un territorio permite captar el interés del público objetivo y expresar las particularidades del territorio. Se concluyó que la marca destino Arequipa realiza una apropiación de elementos identitarios a través de la apelación de los mismos para expresar las particularidades y atributos de la región a través de su marca. Además, se mostró que el proceso que pasa un elemento identitario para convertirse en un código visual es a través de la reinterpretación de su significado para que este último sea plasmado a nivel de síntesis visual. / The objective of this research is to analyze the appropriation of identity elements in the construction of the visual codes of the destination brand Arequipa. It is based on the hypothesis that this brand appropriated local identity elements to build visual codes allusive to culture and geography, which are graphically synthesized in the logo. This research focused on the visual analysis of the graphic pieces and the elements of visual identity that together make up the Arequipa destination brand. Likewise, the results obtained through the descriptive analysis were complemented with interviews with key informants. Among the main results, it was identified that the appeal to identity elements to represent the culture and attributes of a territory is essential to build the brand discourse. On the other hand, it was found that the role of the synthesis of visual codes that represent identity elements of a territory is fundamental to capture the interest of the target audience and express the particularities of the territory. It was concluded that the Arequipa destination brand appropriates identity elements through their appeal to express the particularities and attributes of the region through its brand. In addition, it was shown that the process that an identity element goes through to become a visual code is through the reinterpretation of its meaning so that the latter is reflected at the level of visual synthesis. / Trabajo de investigación

This study aims to create a greater understanding of how mega-sports events can be used as a means of nation branding to influence the destination image and travel intention of the host nation. In this thesis, the authors, through a deductive approach and a quantitative research strategy, conducted a survey of Swedish people interested in sports. The Statistical Package for Social Sciences (SPSS) program was used to process the collected quantitative data from the questionnaire. The empirical results of the thesis were analyzed with previous research to strengthen the study. The result of the study shows that mega-sports events can be a pull-factor for tourist’s travel intentions and mega-sports events can also be used as a means for nation branding. Furthermore, the study shows that interest in sports functions as a push-factor when traveling, for Swedish people interested in sports. However, the effects of nation branding on the destination image and travel intentions vary, and largely depend on whether people have visited the event or not. Media surrounding a mega-sport event also has an impact, as do the host countries' geographical and cultural differences to the targeted market. Differences in the empirical result mean that it is not possible to draw conclusions about how mega-sports events affect the destination picture.