This master thesis deals with Greece destination brand with focus on its image. The goal of the thesis is to evaluate the touristic position of Greece in the Czech Republic, in-depth exploration of perceived destination image and consequent suggestion of more effective communication. The research methods used are quantitative questionnaire survey followed by qualitative focus groups. Outcome of the questionnaire survey is exploration of what the Czech relations to destination of Greece are, evaluation of marketing communication effectiveness, exploration of gap between Greek destination image and identity and evaluation of differences between Greece destination brand image perceived by Greeks and Czechs. Focus groups will lead to further understanding of the problematics. In conclusion, current status evaluation and its confrontation with the potential status will be done.

Customer-based brand equity (CBBE) has been extensively applied to examine a variety of travelers' behavioral intentions and tourism destination choices. However, from the perspective of competition among destinations, the use of the overall destination brand equity (ODBE) dimension is still in its experimental stage. The objective of this research is to determine the impact of destination brand awareness (DBA), image (DBI), quality (DBQ), and value (DBV) on ODBE. Specifically, this study focuses on the case of Japan tourism from the view of American travelers. Moreover, this study aims to incorporate tourism xenophilia (TXI), which is an emerging concept in tourism study and indicates people's attraction toward the perceived foreignness of destinations. This study investigates the group difference in the CBBE model between low- and high-TXI groups. Throughout an online self-administrative survey on Prolific, 408 questionnaires were gathered for data analysis. Exploratory factor analysis (EFA) was employed to determine the final measurement items. A series of multiple regression analyses tested the impacts of CBBE dimensions on ODBE and the differences of tourism xenophilic (low TXI vs. high TXI) groups on those relationships. The results of the EFA confirmed five key dimensions in CBEE (DBA, DBI, DBQ, DBV, and ODBE) as expected, except one measurement item (DBA6) excluded from DBA. The results confirm the positive impact of DBA, DBI, and DBV on OBDE, except the impact of DBQ on ODBE. The high TXI group had a stronger impact on the relationship between DBA and ODBE and between DBV and ODBE than the low TXI group, while the impact of DBI on ODBE was stronger with the low TXI group than the high TXI group. Theoretically, this study extended a research framework of CBBE by incorporating ODBE and TXI. It deepens the understanding of TXI and its role in tourists' brand equity evaluation process. Practically, it helps Japanese destination managers design and implement effective international marketing strategies, especially for their primary target market of Americans. Marketing strategies that enhance their social/self-image and the value of travel can be more effective in gaining attention from target markets and persuading travel to Japan rather than appealing to the quality of attractions overall. Furthermore, highlighting cost effectiveness first and gaining awareness second could be one effective way to target high-TXI travelers, while another could be enhancing destination image for low-TXI travelers.

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

Diploma thesis describes the possibility of further development of tourism in the region Sedlčany. The basis for processing the information obtained from local budgetary organizations and the Association of Municipalities Sedlčany interviews focused on the municipalities that cooperate with this organization. The goal is to analyze the current situation in managing the development of the region Sedlčany and suggest possible further steps towards achieving the objectives using the tools of marketing management destination.