Submitted by Paulo Junior (paulo.jr@fgv.br) on 2010-05-26T19:01:08Z No. of bitstreams: 1 Inger Marie Nyvoll Antonsen.pdf: 1432222 bytes, checksum: eced5b393c7c1c2836cb62923738b5c6 (MD5) / Approved for entry into archive by Paulo Junior(paulo.jr@fgv.br) on 2010-05-26T19:01:31Z (GMT) No. of bitstreams: 1 Inger Marie Nyvoll Antonsen.pdf: 1432222 bytes, checksum: eced5b393c7c1c2836cb62923738b5c6 (MD5) / Made available in DSpace on 2010-05-27T17:02:09Z (GMT). No. of bitstreams: 1 Inger Marie Nyvoll Antonsen.pdf: 1432222 bytes, checksum: eced5b393c7c1c2836cb62923738b5c6 (MD5) Previous issue date: 2010-02-09 / A destination is a place that attracts visitors for a temporary stay to participate in tourism related activities or non- activities. Globalization, the increased number of travelers and the increased buying power have increased the competition between the destinations and the destinations have become more substitutable. It has been agreed that destinations can be branded as well as products and to be competitive it is getting common to brand destinations. Destination Marketing Organizations (DMOs) are responsible for the marketing of an identifiable destination. The purpose of this study is to present an exploratory study of how a destination marketing organization creates and builds a strong destination brand and how the stakeholders have been involved in the process. The study is done with a qualitative case study approach. The case study was chosen as the research method to make a detailed and intensive analysis of the research objective, in this case the destination brand of Brazil and its stakeholders.

Today more people choose to travel, both for business and leisure, which have resulted in that tourism gradually are considered to be an important industry for different places. The increased possibility to travel and globalization is the main reason why destinations more often tend to use place branding and place marketing as a strategy to differentiate themselves against their competitors. This paper aims to study the phenomenon place marketing from a producer perspective on the destination High Coast, Sweden. Interviews was conducted with both the destination-organization and various tourism company within the region. The study aims to answer following questions: In which way do the destination developers at the High Coast work with place branding and place marketing? Perceive tourism companies in the High Coast area any benefit of and do they share the image that the destination developers want to convey? This paper shows how a destination actively work with packaging and communicating the core values of the destination. The developers work includes for instance a brand analysis where the involvement of companies and local people is one of the main points. The majority of the tourism business companies within the destination High Coast also feel that they can take advantage of the destination developers branding and that they, as individual companies, can help promote the destination.

Destination marketing organisations (DMO) är ett fenomen som går att studera utifrån flera aspekter. Vi valde att utgå från DMO positionering och distribution av turismprodukter vilket skapade frågeställningen: Hur förmedlas Norge som en nationell destination? Organisationen är komplex, och detta arbetets syfte är därför att få en ökad förståelse för DMOs arbete utifrån en egenskapad modell, DMOs framställningsprocess av en destination. En deduktiv ansats har används i studien, där teorierna DMO, platsmarkandsföring, kommersialisering samt destination image har behandlats. Dessa teorier har sedan applicerats på ett verkligt fenomen, som i detta fall har varit Norges DMO, Innovasjon Norge.   Arbetets empiriska material har samlats in från en mail intervju med Andreas Ørjasæter Solhaug på Innovasjon Norge. Även en semiotisk bildanalys har genomförts, där bilder i den officiella broschyr Innovasjon Norge publicerat år 2014 till den svenska marknaden studerats. Utifrån semiotik har en bildanalys genomförts med hjälp av ett kodningsschema samt en kodningsmanual som skapats. De värden Innovasjon Norge önskar att platsmarknadsföra och kommersialisera ut, har jämförts med de värden som faktiskt kommersialiseras ut till den svenska marknaden. Utifrån detta har sedan en slutsats dragits kring vilka indikationer som finns för den destination image potentiella besökare i Sverige har inför Norge. Då det i huvudsak är natur och aktiveter kopplade till naturen som kommersialiseras ut, visar detta en indikation på att de svenska besökarna också ser Norge som en destination som främst har naturupplevelser av olika slag att erbjuda.

The purpose of this study was to identify tourist profiles as a segmentation variable for three festivals (Innibos, Oppikoppi and Volksblad). Numerous segmentation studies have been done in the past; however, few were done where profiles were used as variables for segmentation of arts festivals. Market segmentation is the way in which tourism companies divide a market into smaller, more clearly defined groups that share similar needs, wants, and characteristics. Segmentation is important in order for a destination to target the right kind of visitor. Other reasons for doing this type of research is to increase the number of new tourist arrivals; to increase the length of stay of tourists; the amount of tourist expenditure per visitor stay and to broaden the activities and shows that are offered. Research for this study was undertaken at three festivals. These festivals are Innibos, Volksblad and Oppikoppi respectively. Questionnaires were distributed randomly during the course of the festivals. Data collection was done by field workers who distributed questionnaires to the attendants of the festivals. At each of the three festivals questionnaires were interviewer administered and the "recall method" was used, where respondents had lo recall their spending. It was also a destination-based survey, where interviews were held on-site during the event. Different sites were chosen to limit response bias towards a certain group of festival attendants. The questionnaires were distributed throughout the course of the three festivals respectively. The data was used to compile graphs and tables so that a profile of each festival can be designed. Correlations between the three festivals and their profiles were made. In this case the effect size is given by w= √(x2/n), where x2 is the usual Chi-square statistic for the contingency table and n is the sample size. In the special case of a 2x2 table, the effect size (w) is given by phi (Φ) coefficient. Note that the effect size is again independent of sample size. Oppikoppi has an average of 10 000 attendants, lnnibos and Volksblad have an average of approximately 30 000 attendants per year. The sample size of 400 questionnaires for Volksblad and 400 questionnaires for lnnibos was anticipated and 200 for Oppikoppi. The variables that were the focus point of this study were gender, occupation, language, province where the attendants reside, travel group size and number of days at festival. This information can contribute to better marketing and more targeted markets for a larger number of attendants. The organiser can determine what type of entertainment, music, song and dance can be packaged and marketed as a unique product. The research indicated that organisers from Volksblad and lnnibos can focus more on family entertainment that is suitable for the whole family. Oppikoppi is a rock festival and therefore the organisers can get more rock bands, especially Afrikaans rock. All three festivals are for Afrikaans speaking people so they can use Afrikaans magazines and newspapers as well as Afrikaans radio stations to market these festivals in the province of deliverance as well as bordering provinces. The study contributes to the information of the larger festivals that already exists like Aardklop, Grahamstown and KKNK. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2007.

Syfte och Forskningsfråga:Syftet med studien är att klarlägga aktuella marknadsföringskanaler för kommuner i arbetet mot att stärka och bearbeta kommuners varumärken. En digital tid är här där många synsätt och tillvägagångssätt ständigt förändras vilket utgjort grund för följande forskningsfråga:  Hur arbetar kommuner med olika marknadskanaler för att stärka sitt varumärke i en tid med digitala möjligheter? Metod: Denna studie har varit av kvalitativ karaktär där målet varit att få en djupare förståelse för kommuners arbete i att stärka sitt varumärke genom användningen av olika marknadskanaler. Utgångspunkten i studien har varit av deduktiv karaktär för att senare även tagit induktiva drag vilket gjort att den kan kategoriseras som en abduktiv ansats. Den empiriska delen utgörs av sju stycken djupintervjuer med respondenter som jobbar på olika sätt med kommuner och deras varumärkesutveckling och användning av marknadskanaler. Slutsatser: I studie har det framgått att kommuner ses som mer komplexa jämfört med vanliga varumärken. Ett samspel mellan kommun, invånare, näringsliv och besökare måste finnas för att kunna utveckla ett starkt varumärke för en kommun. De sociala medierna spelar en stor roll och är i tydligt fokus samtidigt som stora utvecklingsmöjligheter hittas för dessa kanaler. Med en ökad förståelse för de digitala kanalerna, ett tätare samarbete mellan samtliga delar hos kommuner samt ett helhetsperspektiv med samarbeten mellan regioner så hittar vi stora möjligheter inför framtiden. Detta i kombination med en utveckling av annonseringsverktygen för främst de sociala medierna så ges goda förutsättningar för kommuner i framtiden.

Doctor of Philosophy / Department of Hospitality Management and Dietetics / Deborah Canter and Junehee Kwon / Thailand is one of the world’s most popular tourist destinations. However, it has not been successful in capturing and sustaining the U.S. travel market, one of the world’s top source markets by international tourism expenditure. The destination image (DI) is a key factor that affects destination selection, but there has been limited research exploring U.S. travelers’ DI of Thailand. Therefore, the purpose of this research was to measure U.S. travelers’ DI of Thailand and identify important attributes for U.S. travelers in terms of destination selection using mixed methods of qualitative and quantitative approaches. To explore American travelers’ DI of Thailand, personal interviews with 56 U.S. travelers were conducted at Suvarnabhumi Airport in Thailand. Maximum variation purposeful sampling was used to ensure diversity of the sample. One interviewer and a verifier ensured consistent and credible data collection and analyses. Data analyses included inductive, deductive and cross-case analyses. “Friendly People,” “Beaches and Islands,” and “Amazing” described Thailand's DI. First-time visitors had tourist attraction and activity-based images, while repeat visitors rated people and culture-related experience as top reasons for destination selection. Results from the qualitative study were used to identify common and unique attributes for the quantitative survey instrument. To access general perception of Thailand’s DI among U.S. travelers, an online survey was conducted with 522 international travelers including non-visitors (n=173), virtual-visitors (n=175) and visitors to Thailand (n=174). Descriptive statistics, ANOVA, and factor analyses were conducted. Of five factors that solidified the DI of Thailand, cultural attributes and local experiences represented Thailand’s DI the most. DIs were different among different types of visitors. Importance-Performance Analysis illustrated Thailand’s destination attributes and their importance for destination selection. For U.S. travelers, travel environment was the most important factor but had low performance. Thailand tourism organizations may use these findings for future marketing efforts toward the U.S. travel market.

The Internet is playing an increasingly crucial role in destination marketing and it is used as a major marketing tool among National Tourism Organizations (NTOs). Website design is influential for consumers' Website preference and destination selection. This study is to understand the application of image-based technology by the major National Tourism Organizations (NTOs) through the collection and comparison of static images and dynamic images presented in their official tourism Websites. Data collected from the sampling of the world's top 25 tourism destination nations reveals that all National Tourism Organizations (NTOs) use either static images or dynamic images for their Websites, but the use of static images are far more popular than that of dynamic images.

The diploma thesis focuses on the internet marketing and its use in promoting tourism in Slovakia. It describes forms of promotion of a tourism destination, compares different media types and focuses more on the internet as a marketing medium. Selection of the best internet marketing tools applicable for destination promotion are presented. It also introduces Slovak tourism entities and the most important websites presenting tourism in Slovakia. The work describes current use of internet marketing tools promoting Slovakia and compares them with examples used by other destinations. This is followed by specific suggestions, how can described internet marketing tools be applied. Thesis deals with topics such as social media and YouTube, development of satellite websites, and paid advertising in search engines. The work includes practical proposal of a PPC (Pay-Per-Click) campaign. Part of the thesis is devoted also to use of the mobile marketing and various web applications. In the future, already strong trend of internet marketing will further increase in its importance. The goal of this diploma thesis is to propose applicable mix of internet marketing tools, which would significantly improve the position of Slovakia in the world tourism.

This paper deals with the promotion of Germany on the tourism market, especially in the Czech Republic. The aim is to investigate the effects of Deutsche Zentrale für Tourismus on the Czech market. The theoretical part characterizes the term destination and focuses on marketing of the destination. It also clarifies running tourism at governmental level. The practical part focuses on Deutsche Zentrale für Tourismus. A main part of this paper is personal research carried out on travel agencies, journalists and end users. It is based on survey research.

The thesis is devoted to marketing study of the tourist destination Kutna Hora. It defines basic terms about destination marketing - marketing analysis, market segmentation, marketing strategy, marketing mix and implementation plan together with the control. A marketing study is concerned in the particular destination of Kutna Hora. After an introducing of a destination Kutna Hora is made an analysis of the destination background. The thesis is primarily focused on the Italian Court in Kutna Hora. Furthermore there is made an analysis of a visit rate of historical buildings in the city. The conclusion summarizes the major gaps and barriers to the development of the tourism with offering other possible solutions.