The diploma thesis is focused on Spain, its economy and position within the international tourism market. The thesis is devided into two parts. The first part includes macroeconomic analysis and comparison of the competetiveness of Spanish economy with chosen countries. The second part analyzes Spanish tourism, its atractions and potencial. The final chapter represents a summary of strengths and weaknesses of Spain and tries to formulate possible future development of the economy and the tourism industry.

O mercado de turismo está em plena expansão no mundo globalizado, diversificado mercadologicamente e competitivo internacionalmente, com um crescimento acelerado previsto para esta nova década. A consideração da marca-país, como sendo a percepção da imagem e as associações da marca de uma nação - vista pelos estrangeiros, é um aspecto frequentemente presente, seja no panorama econômico, político, social, acadêmico, na moda, no esporte, no cinema e, finalmente no turismo. Neste contexto multidimensional, o Brasil necessita de estudos sobre seu próprio conceito de país de origem e, principalmente, o fortalecimento de sua identidade de marca. Com a revisão da literatura obtida, verifica-se que há poucos trabalhos sobre a Marca Brasil, focados no incentivo aos negócios e, principalmente, para o turismo em um país alvo. Sendo assim, o objetivo geral deste estudo foi analisar a identidade da Marca Brasil com base na convergência entre as estratégias de comunicação definidas para a Marca Brasil pela Embratur no setor de turismo com as efetivamente utilizadas pelas agências de turismo nos Estados Unidos da América; país escolhido por estar em segundo lugar nos gastos com turismo no mundo e como segundo maior emissor de turistas ao Brasil nos últimos sete anos, com decréscimo gradual anualmente. A pesquisa foi qualitativa e exploratória a partir da revisão da literatura, de entrevistas em profundidade, primeiramente com a Embratur, seguido de vinte agências/operadoras de turismo norte-americanas, e finalmente, com quatro especialistas. Com base nos dados qualitativos coletados, então, foi elaborada a análise de conteúdo através da triangulação. Como tema original, a pesquisa abordou a transposição do conceito de identidade de marca para uma marca-país, especificamente, a Marca Brasil, tangenciando a área de marketing internacional em busca de posicionar o Brasil como um destino turístico competitivo. A partir de quatro proposições definidas e analisadas, conclui-se que a Marca Brasil apresenta relações incompletas e divergências conceituais com a teoria, cujo conceito firma-se que a identidade da marca é a visão estratégica da marca, entendimento distorcido teoricamente pela Embratur e não experimentado nas respostas dos entrevistados. Portanto, a identidade central da marca Brasil que deveria ser a alma da marca corresponde parcialmente à desejada pela Embratur, trazendo apenas a diversidade como característica. Além disso, nota-se que a identidade expandida, cujos elementos dimensionais da identidade da marca são organizados em quatro perspectivas, não proporcionaram textura e integridade da marca Brasil. No entanto, a Marca Brasil proporciona associações com a representação visual per se, com temas presentes na cultura brasileira, dos destinos turísticos, produtos e serviços, e ainda, por meio da mídia. Sendo assim, uma das principais contribuições desta investigação é dar continuidade às pesquisas sobre a gestão de marca de países, especificamente da Marca Brasil, tanto para ações de estratégias, em diversos setores da economia, para o posicionamento, para a comunicação ou para a ascensão no mercado internacional. Cada experiência com a Marca Brasil em contextos diversos proporciona associações com a reputação e a imagem do país. / The tourism market is booming in the globalized, diversified and internationally competitive business market, with rapid growth expected for this decade. Considering that the country brand is the image and perception of the brand associations of a nation as seen by foreigners, it is often found in the following spheres: economic, political, social, academic, fashion, sport, movies, and finally, in tourism. In this multidimensional context, Brazil requires studies on its own concept of country of origin, and especially, strengthening its brand identity. According to literature, it appears that there are few studies about the Brazil´s Country Brand focused on encouraging businesses and specifically for tourism in a target country. Therefore, this study was developed to analyze the Brazil Brand identity based on the convergence of communication strategies defined by Embratur for the tourism sector with those effectively used by travel agencies in the United States of America. The United States of America were chosen because it is the second-highest spender on tourism worldwide, and it was the second-highest sender of tourists to Brazil in the last seven years, with a gradual decrease since. This research was qualitative and exploratory, based on the literature review and in-depth interviews with three samples: Embratur, twenty agencies/tour operators in North America and a group of three experts. Based on the qualitative data collected, the content analysis was performed by triangulation. Regarding its original theme, the research focuses on the implementation of the concept of brand identity for a country brand, specifically, the Brazil Brand, slightly overlapping the field of international marketing in order to promote Brazil as an attractive tourist destination. After four defined and analyzed propositions, the conclusion is that Brazil has an incomplete brand relationship and conceptual differences with the theory, whose concept states that brand identity should be settled on the strategic vision of the brand. Embratur understands a theoretically-distorted version, which was not experienced in the respondents\' answers. Therefore, the central identity of the Brazil Brand, which should be the soul of the brand, corresponds only partially to the image desired by Embratur, featuring only the diversity attribute. Furthermore, the expanded identity, whose dimensional elements of the brand identity are organized into four perspectives, provided no texture or integrity to Brazil´s Country Brand. However, Brazil´s brand provides associations with the visual representation itself, with characteristics from the Brazilian culture, tourist destinations, products, services, and the media. In this way, one of the contribution of this investigation is to move forward to research lines about country branding, specifically about Brazil Brand; regarding not only strategies actions in special economy sectors, for its positioning, for its communication and for its growth in the international market. Each experience with Brazil Brand, throughout diversified contacts offers associations with Brazil´s both reputation and image.

Cette étude porte sur l’investissement direct étranger et le tourisme international. Il s’agit d’une étude simultanée sur la demande touristique internationale à la fois en termes d’arrivées et de recettes ; ces éléments n’ont fait l’objet que de peu de travaux antérieurs, en raison de la spécificité du tourisme et les lacunes des données statistiques. Ce travail comporte deux parties. La première partie est divisée en deux chapitres. Le premier chapitre présente une analyse économique des IDE, y compris le secteur du tourisme et du tourisme international. Dans le deuxième chapitre, les principaux déterminants de l’IDE et du secteur touristique sont étudiés. La deuxième partie concerne les applications économétriques et le classement typologique des déterminants des IDE ; elle comporte deux chapitres. Dans le premier chapitre, les données statistiques, la méthodologie concernant les statistiques descriptives, et les modèles économétriques sont étudiés afin de démontrer le lien d’interdépendance et d’interaction. Le deuxième chapitre est consacré à l’analyse des tests des pays concernés. L’association des résultats des tests économétriques avec une étude de la monographie de chaque pays, permet d’établir un classement des déterminants d’IDE à destination touristique. / This work focuses on foreign direct investment and international tourism. It is a simultaneous study in tourism demand international both in terms of arrivals and revenue; These elements have been little the subject of earlier work, due to the specificity of tourism and the shortcomings of statistical data. This work consists of two parts. The first is divided into two chapters. In the first chapter, it comes to the economic analysis of the IDE, including the sector of tourism and international tourism. In the second chapter, the main determinants of FDI and tourism are studied. The second part concerns the econometric applications and the classification of the typology of the determinants of FDI; it includes two chapters. In the first chapter, statistical data, the methodology for descriptive statistics and econometric models are studied in order to demonstrate the link of interdependence and the relationship of interaction. The second chapter is devoted to the analysis of tests of the countries concerned. By combining the results of econometric tests, a study of the product monograph of each country, it is permitted to establish a ranking of the determinants of FDI to tourist destination.

O mercado de turismo está em plena expansão no mundo globalizado, diversificado mercadologicamente e competitivo internacionalmente, com um crescimento acelerado previsto para esta nova década. A consideração da marca-país, como sendo a percepção da imagem e as associações da marca de uma nação - vista pelos estrangeiros, é um aspecto frequentemente presente, seja no panorama econômico, político, social, acadêmico, na moda, no esporte, no cinema e, finalmente no turismo. Neste contexto multidimensional, o Brasil necessita de estudos sobre seu próprio conceito de país de origem e, principalmente, o fortalecimento de sua identidade de marca. Com a revisão da literatura obtida, verifica-se que há poucos trabalhos sobre a Marca Brasil, focados no incentivo aos negócios e, principalmente, para o turismo em um país alvo. Sendo assim, o objetivo geral deste estudo foi analisar a identidade da Marca Brasil com base na convergência entre as estratégias de comunicação definidas para a Marca Brasil pela Embratur no setor de turismo com as efetivamente utilizadas pelas agências de turismo nos Estados Unidos da América; país escolhido por estar em segundo lugar nos gastos com turismo no mundo e como segundo maior emissor de turistas ao Brasil nos últimos sete anos, com decréscimo gradual anualmente. A pesquisa foi qualitativa e exploratória a partir da revisão da literatura, de entrevistas em profundidade, primeiramente com a Embratur, seguido de vinte agências/operadoras de turismo norte-americanas, e finalmente, com quatro especialistas. Com base nos dados qualitativos coletados, então, foi elaborada a análise de conteúdo através da triangulação. Como tema original, a pesquisa abordou a transposição do conceito de identidade de marca para uma marca-país, especificamente, a Marca Brasil, tangenciando a área de marketing internacional em busca de posicionar o Brasil como um destino turístico competitivo. A partir de quatro proposições definidas e analisadas, conclui-se que a Marca Brasil apresenta relações incompletas e divergências conceituais com a teoria, cujo conceito firma-se que a identidade da marca é a visão estratégica da marca, entendimento distorcido teoricamente pela Embratur e não experimentado nas respostas dos entrevistados. Portanto, a identidade central da marca Brasil que deveria ser a alma da marca corresponde parcialmente à desejada pela Embratur, trazendo apenas a diversidade como característica. Além disso, nota-se que a identidade expandida, cujos elementos dimensionais da identidade da marca são organizados em quatro perspectivas, não proporcionaram textura e integridade da marca Brasil. No entanto, a Marca Brasil proporciona associações com a representação visual per se, com temas presentes na cultura brasileira, dos destinos turísticos, produtos e serviços, e ainda, por meio da mídia. Sendo assim, uma das principais contribuições desta investigação é dar continuidade às pesquisas sobre a gestão de marca de países, especificamente da Marca Brasil, tanto para ações de estratégias, em diversos setores da economia, para o posicionamento, para a comunicação ou para a ascensão no mercado internacional. Cada experiência com a Marca Brasil em contextos diversos proporciona associações com a reputação e a imagem do país. / The tourism market is booming in the globalized, diversified and internationally competitive business market, with rapid growth expected for this decade. Considering that the country brand is the image and perception of the brand associations of a nation as seen by foreigners, it is often found in the following spheres: economic, political, social, academic, fashion, sport, movies, and finally, in tourism. In this multidimensional context, Brazil requires studies on its own concept of country of origin, and especially, strengthening its brand identity. According to literature, it appears that there are few studies about the Brazil´s Country Brand focused on encouraging businesses and specifically for tourism in a target country. Therefore, this study was developed to analyze the Brazil Brand identity based on the convergence of communication strategies defined by Embratur for the tourism sector with those effectively used by travel agencies in the United States of America. The United States of America were chosen because it is the second-highest spender on tourism worldwide, and it was the second-highest sender of tourists to Brazil in the last seven years, with a gradual decrease since. This research was qualitative and exploratory, based on the literature review and in-depth interviews with three samples: Embratur, twenty agencies/tour operators in North America and a group of three experts. Based on the qualitative data collected, the content analysis was performed by triangulation. Regarding its original theme, the research focuses on the implementation of the concept of brand identity for a country brand, specifically, the Brazil Brand, slightly overlapping the field of international marketing in order to promote Brazil as an attractive tourist destination. After four defined and analyzed propositions, the conclusion is that Brazil has an incomplete brand relationship and conceptual differences with the theory, whose concept states that brand identity should be settled on the strategic vision of the brand. Embratur understands a theoretically-distorted version, which was not experienced in the respondents\' answers. Therefore, the central identity of the Brazil Brand, which should be the soul of the brand, corresponds only partially to the image desired by Embratur, featuring only the diversity attribute. Furthermore, the expanded identity, whose dimensional elements of the brand identity are organized into four perspectives, provided no texture or integrity to Brazil´s Country Brand. However, Brazil´s brand provides associations with the visual representation itself, with characteristics from the Brazilian culture, tourist destinations, products, services, and the media. In this way, one of the contribution of this investigation is to move forward to research lines about country branding, specifically about Brazil Brand; regarding not only strategies actions in special economy sectors, for its positioning, for its communication and for its growth in the international market. Each experience with Brazil Brand, throughout diversified contacts offers associations with Brazil´s both reputation and image.

Small-scale sport events have been argued to be sustainable form of tourism development for communities (Gibson, 1999). The purpose of this study was to analyze four small-scale sport events all operated by NIGSA (Nómadas International Group SA) in the Magallanes region of Chile. The four events at the core of this study were: Patagonian Expedition Race, Patagonian International Marathon, Ultra Trail Torres del Paine, and the Ultra Fiord which operate partially or completely inside the Torres del Paine National Park. As a biosphere reserve established by the United Nations, Torres del Paine National Park requires a sustainable perspective of event sport tourism. A 2011 alteration of biosphere reserve qualification criteria from the United Nations Educational, Scientific and Cultural Organization (UNESCO) has heightened the need for protection, preservation, and responsible management of Torres del Paine National Park and the small-scale sport events being studied. This document includes sustainability and event sport tourism literature, a detailed methodology, findings and discussion from the data collected, and a few suggestions for the industry and event organizers. This study aimed to reveal development potential or lack thereof as a result of small-scale event sport tourism in the Torres del Paine National Park. Thus, this report addressed the main question: are the annual small-scale sport events hosted by the NIGSA a sustainable form of sport event tourism in a biosphere reserve and its extended host community?

La question de l’aménagement du territoire est constitutive de toute étude portant sur le tourisme. Elle légitime d’une part la prise en considération d’un secteur sous-estimé, et ouvre par ailleurs à la recherche académique un champ d’application privilégié de par ses effets socioculturel, esthétique, technologique et économique tangibles, et sa portée géopolitique. Ainsi notre projet se situe à la confluence de deux orientations complémentaires. La première s’intéresse au développement des connaissances en tourisme, ainsi qu’à celle des schèmes qui progressivement les façonnent, et vise à en dégager un essai de redéfinition du tourisme, à la fois objet et outil de notre réflexion. Le second vecteur de notre recherche est l’application de cet essai de lecture épistémologique à l’étude des évolutions de l’aménagement touristique du territoire, issues des mutations de l’industrie du tourisme, réflexion en prise directe avec l’actualité touristique et aiguillage possible de politiques d’aménagement. À une synthèse des fondements de l’aménagement du territoire, succède une analyse de l’essor de clientèles émergentes dans le contexte positif du tourisme international. Cette occurrence se double de la mutation numérique du marché touristique qui, de par l’expansion des agences et comparateurs de voyages en ligne, réorganise et diversifie les rôles en redéfinissant la chaîne de valeur entre producteurs et distributeurs. Une analyse des évolutions de la station touristique et des stratégies des nouvelles métropoles touristiques finalise notre recherche. L’ensemble cible dorénavant une clientèle aisée, et requalifie le devenir de l’industrie touristique, activité de classe. / The issue of land-use planning is constitutive of any study on tourism. It legitimates consideration of an underrated sector on the one hand, and moreover opens up a field of application to academic research through its tangible sociocultural, aesthetic, technological and economic effects, and geopolitical impact. So our project is located at the confluence of two complementary orientations. The first focuses on the development of tourism knowledge as well as on the patterns that gradually shape them. It aims to highlight a redefinition attempt of tourism both subject and tool of our reflection. The second vector of our research is the application of this attempt of epistemological reading to the study of the developments in the tourist land-use planning, resulting from the changes in the tourism industry, a reflection in tune with the tourist news and possible switchpoint of land-use planning policies. An analysis of the rise of emerging clienteles in the positive context of international tourism succeeds to a summary of the basis for land-use planning. This instance is coupled with the digital mutation of the tourist market which, due to the expansion of agencies and online travel comparators, reorganizes and diversifies roles by redefining the value chain between producers and distributors. An analysis of the tourist resorts developments and of the new tourist metropolis strategies finalizes our research. The whole targets a wealthy clientele, and classifies the fate of the tourism industry as a class activity.

Cette thèse analyse l’articulation entre les technologies de l’information et de la communication (TIC) et le tourisme dans l’optique de la coopération internationale. Elle étudie les relations internationales entre le Mexique, le Belize, le Guatemala, le Honduras et le Salvador (1992-2012) dans le contexte de l’Organisation du Monde Maya (OMM) dans laquelle le tourisme est placé comme un vecteur de développement économique. Elle répond à la problématique suivante : le tourisme électronique peut-il favoriser la création et la consolidation des liens de coopération entre les pays de la multi-destination de l’OMM ? Ce travail de recherche montre comment, en dépit des difficultés liées au principe de la concurrence, aux intérêts nationaux et de politique extérieure, l’accord de coopération en matière de tourisme électronique s’est concrétisé à travers une offre englobant toute la Région du Monde Maya à partir de la marque Monde Maya sur le Web. La thèse souligne l’intérêt du tourisme électronique tout en préconisant son renforcement afin d’accentuer la coopération régionale entre États et de consolider le rôle du tourisme dans les régions à partir d’une perspective commune, ce qui permettrait de créer une synergie dynamisante et constructive. Cette recherche vise à apporter une contribution à l’étude de thèmes : tourisme, coopération internationale, Région du Monde Maya. / The linkage between information and communication technology (ICT) and tourism is analyzed in the context (1992-2012) of international cooperation between Mexico, Belize, Guatemala, Honduras and Salvador in the framework of the Maya World Organization (MWO). Tourism is a vector of economic development for this organization. Can electronic tourism create and consolidate cooperation in tourism between the countries taking part in the MWO with its multiple tourist destinations? Despite the difficulties of competition, national interests and foreign policies, the agreement on cooperation in e-tourism has led to an offer for the whole Maya region through the Maya World website. This thesis emphasizes the importance of e-tourism and advocates strengthening it so as to foster cooperation among countries in the region from a joint perspective, thus creating a constructive, dynamic synergy. It contributes to the study of tourism, international cooperation and the World Maya Region. / Esta tesis analiza la articulación entre las tecnologías de la información y de la comunicación (TIC) y el turismo en la óptica de la cooperación internacional. Estudia las relaciones internacionales entre México, Belize, Guatemala, Honduras y El Salvador (1992-2012) fen el marco de la Organización Mundo Maya (OMM) en la cual el turismo es identificado como un vector de desarrollo económico. La tesis responde a la cuestión siguiente: ¿El turismo electrónico en el marco de la OMM puede favorecer la creación y la consolidación de los lazos de cooperación entre los países de la multidestinación de la OMM? Este trabajo de investigación muestra cómo, pese a dificultades vinculadas con el principio de competencia, a los intereses nacionales y de política exterior, el acuerdo de cooperación en materia de turismo electrónico se materializó a través de una oferta turística abarcando toda la Región Mundo Maya a partir de la marca Mundo Maya en la Web. La tesis subraya el interés acerca del turismo electrónico y recomienda su reforzamiento con el fin de acentuar la cooperación regional entre Estados y consolidar el papel del turismo en las regiones a partir de una perspectiva común, lo que permitiría crear una sinergia dinámica y constructiva. La investigación pretende contribuir al estudio de los siguientes temas: turismo, cooperación internacional, Región Mundo Maya.

The main objective of this thesis is to propose a products optimization for current Czech touristic clientele in France. Partial aims are to identify visitor segment of Czech clients in France and to define variants of products optimization proposals for selected Czech clients in France. The theoretical part consists of five chapters and deals with international tourism, tour operators, including their services and marketing mix, consumption behaviour of customer on international tourism market, outbound tourism of Czech republic and position of France in international tourism. The practical part covers an analysis of supply and demand and product optimizations proposals for one Czech tour operator. Czech tourists going on Five-day Coach Package tours to Paris were selected as a target segment. There were proposed three variants of product optimizations for this group, based on information gained from an analysis of competitors´offer and a profile of a visitor and his requirements. The optimizations of Paris package tour mainly concerned costs reduction of service providers, quality enhancement of an accommodation and boarding.