Thesis (M.Bus)--Unitec New Zealand, 2010. / Title page has photo of Rugby World Cup with the caption "New Zealand 2011". Includes bibliographical references (leaves 98-101).

Although much has been written on the benefits of hosting 'mega events' including the Olympic Games and the Football World Cup, smaller but still significant sport events of global significance such as the Golf World Cup have received hardly any attention by researchers. This dearth in knowledge has inspired the direction of this study, that is, to explore the stakeholder perspective of the Golf World Cup which was hosted in Barbados in 2006. This event was part of a national development strategy aimed at diversifying the tourism product in the light of the increasing competitiveness of the tourism industry. Consequently the research methodology adopted for this study was eclectic in nature as it sought to obtain a holistic understanding of the issues associated with hosting mega events on a small island microstate. An approach to data collection and analysis was therefore utilised including semi-structured interviews, participant observation and the examination of documents and promotional materials in order to understand the expectations and perceptions that specific stakeholder groups (including local tourism officials, international tourists and local residents) have of the Golf World Cup. The 85 participants in this study highlighted a diversity of views. From the tourism authorities' perspective, the reasons for staging the Golf World Cup were rather cliched. These included using the Golf World Cup as a tool to promote the island as an upmarket golfing destination. The authorities also expected that the Golf World Cup would stimulate tourism demand during a traditionally slow period and provide the island with much needed publicity in overseas tourism markets. However, the fieldwork revealed that the event was unsuccessful due to the poor attendance by both international tourists and local residents. From an international perspective many participants felt that the event was poorly attended due to a lack of awareness in overseas markets and the 'lack of atmosphere' and auxiliary attractions at the golf course. From the local perspective many participants felt that the event lacked appeal and cultural relevance to the host society. Locally, a significant finding is that the event projected an image of catering to an elitist clientele. This image created the perception among local residents that the event was socially exclusive and only served to perpetuate social divisions in society rather than to ameliorate them. Furthermore, many felt that the failure of the event authorities to solicit local participation was because local residents were not part of the decision-making process. This finding further augments the argument that events cannot be successful without local support and participation. The findings in this study can make a worthwhile contribution to the marketing, management and design of future events and the direction of policy formulation for sport events on the island of Barbados. It has illuminated many issues that direct the perceptions, expectations and subsequent purchase behaviour of international tourists and local visitors regarding a mega event on the island of Barbados.

The aim of the thesis is analysis cultural sphere in Czech Republic and analysis of existing cultural statistics in relation to tourism in Czech Republic. Furthermore, the thesis evaluates cultural tourism via cultural events, which are considered to be one of the most important forms of cultural tourism. Cultural events in Czech Republic have been researched from economic and social point of view. The thesis analyses festivals according to their structure, genres, attendance, and compares festivals in Prague with festivals in other regions of Czech Republic based on particular criteria.

This research examines the impact of inter-organisational relationships of public sector events agencies on events tourism strategy making within Australian state/territories. The global expansion of events tourism and sustained interest in networks and relationships as conduits to strategy underpin this topic. Although public sector institutional arrangements exist in many countries including Australia to develop events tourism, there is no known empirical research of inter-organisational relationships for strategy making in this domain. Against this background, the research problem of the thesis is: How and why do inter-organisational relationships of public sector events agencies impact upon events tourism strategy making within Australian states and territories? Based on a review of themes and issues within the two parent theories of tourism strategy and inter-organisational relationships, a theoretical framework and four research issues are developed. These issues are: RI 1: How does the public sector institutional environment impact upon events tourism strategies and the inter-organisational relationships that shape them, and why? RI 2: How do events tourism strategy forms and processes reflect and influence events agencies' inter-organisational relationships, and why? RI 3: What are the forms and characteristics of events agencies' inter- organisational relationships for shaping events tourism strategies, and why? RI 4: What are the incentives and disincentives for events agencies to engage in inter-organisational relationships for events tourism strategy making, and why? Because this research explores a new field within events tourism, it adopts a realism paradigm to uncover the 'realities' of events agencies' inter-organisational relationships and strategies. Two qualitative methodologies are adopted: the convergent interview technique (Carson, Gilmore, Perry, and Gronhaug 2001b; Dick 1990) and multiple case research (Perry 1998, 2001; Yin 1994). The convergent interviews serve to explore and refine the theoretical framework and the four research issues investigated in the multiple case research. These cases are represented by the inter-organisational relationships of events agencies in six Australian states/territories. Findings about the public sector institutional environment (research issue 1) show that events tourism strategies are influenced by different public sector policies and influences, the organisational arrangements for events tourism, the roles of events agencies and the lifecycle phase of events tourism in each state/territory. In relation to events tourism strategy forms (research issue 2), reactive/proactive strategies that respond to or address arising events or opportunities are common with a limited application of formal planning strategies. However, events agencies' strategy processes do reflect a range of strategic activities of importance. Inter-organisational relationships of events agencies (research issue 3) are typified by informal, government-led networks that influence, rather than develop, events tourism strategies. Finally, the importance of a number of incentives and disincentives for agencies to engage in inter-organisational relationships for events tourism strategy making is established. The final conceptual model depicts the themes within all four research issues and links between them to address the research problem. The conclusions of this research make a major contribution to events tourism theory and build upon theories in tourism strategy and inter-organisational relationships. Further research opportunities are presented by these conclusions and the conceptual model which may be explored using other methodologies or alternative research contexts. Practical implications of the research for policy makers and agency executives relate to policy-strategy linkages, public sector organisational arrangements for events tourism, strategy forms and processes and frameworks to engage stakeholders in inter-organisational relationships for strategy making. Knowledge of incentives and disincentives for these inter-organisational relationships also provides a platform for events agencies to reflect upon and revise their modes of governance for events tourism strategy making.

Made available in DSpace on 2014-12-17T14:52:36Z (GMT). No. of bitstreams: 1 AndressaAM.pdf: 2376539 bytes, checksum: 6e9e7fed58e84a30eb37203219b70dbd (MD5) Previous issue date: 2007-12-19 / The aim of this work is to analyse the tourism events and the performance of this segment from market as strategy in the combat of Natal's hotel seasonality, in the executives/managers's vision from this sector. Two searches were realized to turn available this study: Inicialy a bibliographic search involving the concepts associated with the tematic in question so that it arranges the embasament theoric-scientific and a survey from facts through the country search, where it was applicable in the establishments of work's population with the auxiliary from a formulary answered by a personal interview. The analyses techniques through facts were: estatistic descritive and Kolmogorov-smirnov test.Among the results found, it was verified that the main reasons alleged by the hotels to ingress in the segment from the events were the alinement from the competitive company, the diversification in the options in the sense of occupy the establishments during the period of low season and answer to the demand of market. Investigated the profile from the events occured in the Natal hotels referring to the port, public origin , kinds of events and frequency from their realizations, as well as , the capacity from these establishments to attend this segment.It was noticed that in spite of the hotels agree that the events are important estrategies to combat the seasonality, the establishments still suffer with the flutuation, what can be justified from the moment that it's considered that the events also behave from seasonal manner, having more concentration in certain periods from the year. It was evaluated that the main advantage noticed by the realization from the hotels's events is the utilization from alimentation and drinking services, surpassing the advantage from elevation of taxes occupation from the apartments / O objetivo deste trabalho foi analisar o turismo de eventos e a atua??o deste segmento de mercado como estrat?gia no combate ? sazonalidade na hotelaria de Natal, na vis?o de executivos/gerentes do setor. Para viabiliza??o deste estudo duas pesquisas foram realizadas: inicialmente uma pesquisa bibliogr?fica envolvendo os conceitos associados ? tem?tica em quest?o de forma a proporcionar o embasamento te?rico-cient?fico e um levantamento de dados atrav?s de pesquisa de campo, a qual foi aplicada nos estabelecimentos da popula??o do trabalho com o aux?lio de um formul?rio respondido mediante entrevista pessoal. As t?cnicas de an?lise dos dados foram: estat?stica descritiva e teste Kolmogorov-Smirnov. Dentre os resultados encontrados, constatou-se que os principais motivos alegados pelos hot?is para ingressar no segmento de eventos foram o alinhamento ?s empresas concorrentes, a diversifica??o nas op??es no sentido de ocupar os estabelecimentos durante o per?odo de baixa temporada e resposta ? demanda de mercado. Investigou-se o perfil dos eventos ocorridos nos hot?is de Natal no que se refere ao porte, origem do p?blico, tipos de eventos e freq??ncia de realiza??o dos mesmos, bem como a capacidade destes estabelecimentos para atender a este segmento. Apontou-se que apesar de os hot?is concordarem que os eventos s?o estrat?gias importantes no combate ? sazonalidade, os estabelecimentos ainda sofrem com os efeitos da flutua??o da demanda, o que pode ser justificado a partir do momento em que se considera que os eventos tamb?m se comportam de maneira sazonal, havendo maior concentra??o em certos per?odos do ano. Avaliou-se que a principal vantagem percebida pela realiza??o dos eventos nos hot?is ? a utiliza??o dos servi?os de alimentos e bebidas, superando a vantagem da eleva??o das taxas de ocupa??o dos apartamentos

The aim of this Diploma thesis is to conduct a marketing analysis and a survey for a four-stars hotel in Krkonoše Mountains. According to the results new marketing strategy is suggested, that will help increase a number of new customers. The marketing analysis consists of PEST analysis competitors analysis and analysis SWOT. The survey is aimed at company clients, who are key clients in low touristic season. The suggested marketing activities take place mainly on the Internet as Internet represents an effective and relatively cheap communication channel.