Marketing de lugares se caracteriza como uma ferramenta para a gestão das trocas que ocorrem no âmbito territorial possibilitando o fortalecimento da competitividade e da imagem de uma determinada localidade através da geração e entrega de valor a seus diferentes mercados e da atração de investimentos que assegurem seu desenvolvimento no longo prazo. Neste cenário, esta pesquisa apresenta como objeto de estudo o recife artificial multifuncional, estrutura implantada em ambiente marinho com a finalidade de promover a proteção costeira, aprimorar as condições de surfe e criar novos habitats marinhos. Sob a perspectiva de marketing, o potencial benefício deste programa de ação está ancorado no desenvolvimento do lugar e na entrega de valor aos seus públicos a partir da manutenção da infraestrutura local de forma sustentável, da oferta de lazer aos usuários, do aumento do número de visitantes e do incremento da rede de serviços. Neste contexto, o objetivo da tese é a investigação dos impactos resultantes da implantação do recife artificial multifuncional e da relação entre as bases conceituais do marketing de lugares com suas implicações práticas a fim de incentivar o avanço desta linha de pesquisa, principalmente no Brasil, onde o conhecimento da área se encontra em estágio embrionário. Para tanto, a pesquisa qualitativa exploratória aqui presente se divide em duas partes. A primeira apresenta a revisão teórica abordando o conceito de marketing de lugares e três grandes blocos do marketing para fundamentar o raciocínio: produto, segmentação e posicionamento. A segunda parte desenvolve o estudo de caso da cidade de Gold Coast na Austrália contando com coleta de dados por meio de análise documental e entrevista. Os resultados observados na pesquisa indicam que a implantação do recife artificial multifuncional trouxe uma significativa contribuição para o desenvolvimento de longo prazo da localidade analisada e que grande parte das implicações práticas do marketing de lugares observadas no caso encontra-se alinhada à teoria revisitada. O estudo permite ainda sugerir recomendações para localidades que planejam implantar o recife artificial multifuncional em seus programas de ação. / Place marketing is characterized as a tool for the management of exchanges that take place in the territorial scope thus strengthening competitiveness and image of a particular place by generating and delivering value to its different markets and attracting investments to ensure its development in the long term. In this scenario, this research presents as the object of study the multipurpose artificial reef, a structure implemented in the marine environment in order to promote coastal protection, improve surfing conditions and create new marine habitats. From a marketing perspective, the potential benefit of this action program is anchored in place development and value delivering to its stakeholders, through the maintenance of local infrastructure in a sustainable way, the leisure offer to users, increasing the number of visitors and the enhance in services network. In this sense, the objective of the thesis deals with the investigation of impacts resulting from the implementation of multipurpose artificial reef and the relationship between the conceptual bases of place marketing with its practical implications in order to encourage the advancement of this field of research, especially in Brazil, where knowledge of the area is in the embryonic stage. To that end, the exploratory qualitative research hereby is divided into two parts. The first presents a theoretical review addressing place marketing concept and three major marketing blocks to support the reasoning: product, targeting and positioning. The second part develops the case study of Gold Coast City in Australia relying on data collection through documents analysis and interview. The results from this research indicate that the implementation of the multipurpose artificial reef brought a significant contribution to the long term development of the place in analysis and much of the practical implications of place marketing observed in the case are in line with theory revisited. The study also allows suggesting recommendations for places planning to deploy multipurpose artificial reef in their action programs.

A destination is often given its identity by its brand name, creating an image thereof in the customers’ minds which means that destinations exist not only physically but also mentally in the minds of people. Destination marketers play a role in the creation of the images of such destinations which is dependent on what the destination offers in its depth and breadth. Destination Marketing Organisations (DMOs) should be able to not only understand their destination’s offerings but also who they are targeting and how they should market the destination. DMOs have evolved to become more than mere destination information providers as considerable destination information is now created by fellow travellers which are shared via social networks. The most important change resulting from adopting the concept of social capital in the context of tourism would be that tourism scholars and DMOs become aware of the importance of resources obtained through an individual’s social interactions. Despite the fact that the town of George has a number of attributes it is able to market to potential visitors, it does however not automatically make it a desired destination. The main objective of this treatise is to determine what would give George its marketable destination identity which will be achieved by gaining an understanding of the local residents’ viewpoints of George and to measure them according to specific attributes which are carefully formulated in a survey questionnaire. This treatise aims to determine what George can do to create a destination identity and how such an identity can be applied in the successful marketing of George as a destination town. It is an exploratory quantitative study consisting of literature and case study components used to test proposed hypotheses. It aims to provide guidance to the destination marketers by way of researched literature on the topic of destination marketing as well as offer empirical data gathered from responses to a survey conducted with local residents of George which is focused on creating a destination identity through its business, cultural and sporting events. Based on the statistical analysis of the survey results it will be shown that a relationship exists between Destination Marketing and Events, Branding and Media,which plays a pivotal role in the successful marketing of such events and thereby the brand image of the destination. Based on the literature findings and the empirical data gained for this treatise it was shown that events can be used to create a new brand image for a town like George which already possesses a natural beauty and friendly people. Examples will be discussed where destinations throughout the world have managed to change their brand without changing their environment, from which they have gained a new destination brand. George can strategically convert what it already has to become the destination of choice in terms of intra-town activities and events which could not only enhance its own economy but also that of the surrounding towns. The geographic location of George and that of the Surrounding tourist attractive towns make it possible to design and implement intra-town events with relative ease. As found in researched literature, the residents should be made part of any destination marketing campaign. These events should be designed to incorporate the surrounding towns to capitalise on the concept of intra-town events where George becomes the main centre but uses outlying towns to lure tourist. Respondents to the survey indicate that they somewhat agree that George has sufficient infrastructure to host sports (μ = 3.77), cultural (μ = 3.61) and business events (μ = 3.88) and that hosting such events in George would create job opportunities. The responses for all three event types in this regard have a mean value above μ = 4. Respondents indicated that religious events are deemed the most important (mean value μ = 4.25) while also indicating that they agreed with a mean value of μ = 4.18 that entrance fees influence their decision to attend events. The empirical research conducted in George was designed to gain a representative viewpoint of its residents in terms of what they deem the identity of George to be, the main objective (ROM) of which was to determine what would give George its destination identity. The composite image of the residents of George was measured according to specific attributes which were carefully formulated in the survey.

Push- and pull forces are considered the most important motivational factors in driving tourism demand. Push forces are motivational forces that arise due to the individual’s need to travel, while pull forces are destination attributes which pull the traveller to the specific destination and in doing so they satisfy the need of the traveller. Understanding why people travel, how they go about selecting their holiday destination and why one country is preferred to the other, is vital to the continued success of the tourism industry. The needs and wants of travellers are constantly changing, therefore, it is imperative that tourism businesses excel at developing new products and services which are better suited to the needs of consumers. The primary objective of this study was to determine the push- and pull forces that influence outbound destination choice in Nelson Mandela Bay Metropole. The study investigated and analysed how the independent variables (push- and pull factors) influence destination choice (dependent variable). From a comprehensive literature review, a hypothetical model was developed to test the relationships between push-and pull forces and destination choice. Twelve hypotheses were formulated to test the relationship between four push forces, eight pull forces and destination choice. The study sought the perceptions of Nelson Mandela Bay Metropole residents and utitised the quantitative research paradigm. A survey was conducted with the aid of a structured self-administered questionnaire, distributed via e-mail and as a hard copy. A combination of convenience- and snowball sampling was utilised. The final sample comprised 302 respondents. The validity of the measuring instrument was ascertained by using exploratory factor analysis. The Cronbach’s alpha values for reliability were calculated for each of the factors identified during the exploratory factor analysis. The top ten destinations visited and intended to be visited were indicated. United Kingdom was the most visited international destination for both leisure and business purposes, while The United States of America was the most popular international destination to visit next for both leisure and business purposes. Pearson product-moment correlation and multiple regression analysis were used to test the correlation and significance of the relationships hypothesised between the various independent and dependent variables. Three statistically significant relationships were found between the push forces (physical and stature motivators and destination accessibility) and destination choice. Four statistically significant relationships were found between the pull forces (events, natural attractions, political issues and general infrastructure) and destination choice. The empirical findings further confirmed that an inter-relationship between push- and pull forces within destination choice does exist. However, pull forces influence push forces to a larger extent. Analysis of variance calculations were used to identify if significant relationships exist between the twelve demographic variables and nine reliable and valid independent variables. Furthermore, post-hoc Scheffè tests identified where the significant differences occurred between the different categories. Cohen’s d-values were calculated in order to assess the practical significance of the mean scores. A total of sixteen practical significant relationships were identified. Travel companies should compile travel packages and tours that serve the needs of both leisure- and business travellers. They can use social media as a communication- and promotion tool to entice travellers to specific destinations. The business travel packages should be all inclusive and include transportation, accommodation and even entries to events. The visual aids, utilised within the marketing material, should entice travellers to want to visit these destinations, and outline the favourable general infrastructure available. When marketing outbound destinations, travel service providers must pay attention to demographical variables such as gender, age, ethnical affiliation, income and marital status to compile travel packages that satisfy the needs of specific groups.

The effective application of destination marketing strategies leads to increased business activity within a city. This in turn leads to higher attainment levels of social and economic development. It can therefore be said that destination marketing strategies are an essential factor in the growth and functioning of a city. The objective of destination marketing is the city’s image or identity which in turn is the starting point for developing the city’s brand. Cities require an identity. It is crucial that a city has a unique identity with which visitors, tourists and residents can relate to. Examples of these unique city identities are Los Angeles which is known as the City of Angels and Florence which is known as the City of Lilies. The image of a place influences people’s perceptions and choices when visiting, living and conducting business in a specific city. The city’s image and brand serves as a conduit for city residents to identify with their city. The essence of the brand must be discovered, identified, brought to the surface and not imagined, created or added from the outside through an artificial process. Cities that make use of effective destination marketing strategies have endured a considerable increase in business and leisure activities. Notably, business events are important attractions and drivers for activity in many destinations. Multiple parties designing a brand strategy for a city should thoroughly assess the resources and assets a city possesses. A city branding strategy can enable a city to leverage its ‘tangible and non-tangible assets‟. In order for business tourism to develop in South Africa, it is essential that players within the sector have a thorough understanding of international dynamics in order to capitalise on the opportunities that are provided in South Africa. Nelson Mandela Bay in South Africa is a city with vast potential. The city is ideal as a tourist destination as it is situated along the Sunshine coast of South Africa. It could be said of the city that it is on the threshold of rising eminence in the coming decades. This treatise investigates the approach and success factors for a successful rebranding of Nelson Mandela Bay through business events as part of a destination marketing strategy. The treatise will ascertain which business events residents of the Nelson Mandela Bay would require and support. A survey was conducted among citizens of Nelson Mandela Bay using a questionnaire from which 952 responses were received. The questionnaire measured the respondents’ attitudes to which types of business events they would require and support their feelings on the brand identity of the city as well as the communication medium they would like to receive communication through. The findings of this study indicate that residents of Nelson Mandela Bay are open to the use of business events as the main driver in terms of business event attendance and support. Furthermore, the residents have made it clear they will support exhibitions, conventions and tradeshows. Facebook and local radio are identified as being the preferred communication method for hearing about events.

The purpose of this study has been to examine how Swedish municipalities use place marketing and what place-specific qualities municipalities choose to highlight in their place marketing. The study also aims to describe how municipalities involve the inhabitants in their place marketing. The study is based out of a geographical perspective with ”place” as the fundamental approach, the study has focused on how place marketing is used in practice, its emergance as well as its effects on a place and the people who live there. This has been examined by studying place marketing in Northern Sweden's three largest university municipalities.The purpose of the study is not to prove the positive or negative effects of placemarketing and from that conclude if place marketing as a "good" or "bad" strategy. Rather, this study aims to create an understanding of municipal place marketing as a phenomenon with a perspective from the place and its inhabitants. The study shows that the municipalities describe place marketing as very important for economic growth and further development. The study's results also show that there are several similarities regarding what qualities the municipalities choose to highlight and how they position themselves in their place marketing. The study explains how municipalities mainly describe themselves based on the characteristics of the people who live there. The study also shows that the interest in involving the inhabitants in placemarketing varies and that some municipalities focus on that more than others. Involving citizens is highlighted as important in research, but nevertheless, they are primarily ”used” to legitimize the placebrand and give it credibility.

Abstrakt Titel: I gråzonen ligger guldklimpen, platsmarknadsföring genom mindre sportevenemang. -En kvalitativ studie om European Silver League i Lund Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Alexandra Lazic och Rebecka Lazic Handledare: Blanca Astrid Moreno Datum: 28.04.2023 Syfte: Tidigare studier indikerar att tillämpningen av mindre sportevenemang inom platsmarknadsföring inte är lika etablerad som större sportevenemang. Studiens syfte är: ”Att undersöka hur European Silver League i volleyboll, som är ett mindre sportevenemang, kan användas inom platsmarknadsföring samt undersöka hur det påverkar staden Lunds image”. Metod: Studien omfattar ett induktivt synsätt och innehåller insamlad empirisk data från sju intervjuer med respondenter från Lunds kommunala destinationsbolag, Svenska volleybollförbundet och Lunds lokala volleybollklubb. De tematiska områdena berör marknadsföring, platsmarknadsföring, place branding, sport och place branding och slutligen mätning av framgång inom platsmarknadsföring/place branding. Resultat och slutsats: I gråzonen ligger guldklimpen. Studien identifierar en gråzon, där både mindre sportevenemang och kommuner med mindre resurser hamnar. Den outnyttjade potential i denna gråzon identifieras som lösningen för båda parter. Vidare identifieras fyra aspekter som gynnar en stad genom användning av mindre sportevenemang: sociala, ekonomiska, sportsliga och kommersiella. Utifrån studiens resultat baserad på teori och data dras slutsatsen att mindre evenemang, likväl som stora, kan användas som verktyg inom platsmarknadsföring för att förändra en stads image. Examensarbetets bidrag: Ambitionen med studiens bidrag är att lägga till en pusselbit till befintlig forskning samt bidra till ökad förståelse för möjligheterna med investering i mindre sportevenemang. Ett bidrag som potentiellt kan anses överförbart till andra städer och föreningar, samt göra det vägledande för framtidens destinationsutveckling. Förslag till fortsatt forskning: Förslagsvis hade det varit intressant att undersöka mjuka värden genom en kvantitativ analys av besökarnas och deltagarnas upplevelse av evenemanget och staden. Men även att på en djupare nivå undersöka möjligheterna till mätning och hur man kan identifiera framgångar av sportevenemang beroende på kommunen och föreningens uppsatta mål. Nyckelord: Platsmarknadsföring, image, place branding

Today, more people have the opportunity to travel which means that more places need to raise awareness that they exist. In the global world that we live in today, competition among places are growing. This means that places need to work on their marketing to create a unique and special image that reaches out through all the noise. This study aims to investigate why a special image is chosen, in this case why the destination Swedish Lapland have chosen to market a region in north of Sweden as an artic destination. The study also aims to investigate what is included in the concept of an artic destination and what is comprehended in an artic lifestyle, which also is a theme that is used in the marketing of the region. Are there any challenges by using the artic and artic lifestyle concept in the marketing and what consequences can it entail? To answer these questions interviews where made with informants that have a professional work connection to the area. The result showed that the arctic region is complex phenomena to define also for those who use the expression in marketing. What is included in the artic concept and the lifestyle is connected to a lot of conceptions of the nature, culture, climate and experiences. The informants gave different viewpoints about challenges when marketing a large region and the consequences that can be registered. The hope with this study was to get a deeper understanding about the area and especially why a specific theme as the artic was used in marketing purpose for a region in north of Sweden.

Syftet med vårt examensarbete var att undersöka teorier om platsmarknadsföring i en svensk kommun och även undersöka vilken roll invånarna hade i utvecklandet av kärnvärden, som är grundläggande för platsmarknadsföringen. Vi gjorde en kvalitativ studie där vi intervjuade två respondenter och åtta invånare i den skånska kommunen Östra Göinge för att lokalisera information kring vilka kärnvärden kommunen skulle kunna grunda sin platsmarknadsförnig på. Intervjuerna jämfördes sedan med varandra och även med tidigare teoretiska studier inom platsmarknadsföring för att lokalisera tre kärnvärden som vi kunde använda som bas i en riktig marknadsföringskampanj, närmare bestämt en mässmonter. Studiens resultat visade att invånarna och respondenterna hade mycket lika åsikter kring hur Östra Göinge uppfattades och att en platsmarknadsföringskampanj måste grundas i invånarnas åsikter för att kunna lyckas optimalt. / The purpose of this essay was to investigate theories of placemarketing in Swedish municipalities and what role the residents have in the process of development core values, which are essential in placemarketing of municipalities. A qualitative study was made where we interviewed two respondents and eight residents in the Swedish municipal Östra Göinge to retrieve information about which core values the municipality could use in their placemarketing. The interviews where then compared to each other and previous studies in placemarketing to locate three core values that we then used as base in a marketing campaign, more precisely a showcase. The results of the study showed that the respondents and residents had very similar opinions and for a successful placemarketing the core values must have the residents support.

Yes / Residents are pivotal in the competitiveness of tourism destinations. Yet, their role as place-brand ambassadors needs better understanding, particularly in relation to social media, which directly link visitors to residents through user-generated-content (UGC). This paper explores residents’ roles as place-brand ambassadors on Twitter, using the case of Onomichi (Japan), where decreasing population meets economic dependence on tourism. From a content analysis of residents’ tweets, four distinct roles are identified, and corresponding types of content are mapped on a two-dimensional continuum based on direct vs. indirect word-of-mouth and the level of sentiment. Authors discuss implications for Destination Management Organizations (DMOs). Findings highlight the increasingly shifting role of residents towards being primary sources of place-marketing, especially due to social media, and as active proponents (rather than passive targets) of place-branding in the digital age. Such organic place-marketing may be the key to sustaining tourism in the face of rising anti-tourist sentiments worldwide.

Stockholms befolkning ökar, vilket skapar ett behov av fler bostäder, arbetsplatser och attraktiva offentliga miljöer. Kommunen har bland annat mål om en effektiv markanvändning i stadsbyggandet, vilket innebär att de vill utnyttja platser som är eller har varit industriområden. Ett exempel på ett sådant område är gasverket i Norra Djurgårdsstaden, som är en del av Sveriges största stadsutvecklingsprojekt samtidigt som det dessutom har synnerligen höga kulturhistoriska värden.  Denna rapport undersöker hur kulturhistoriska byggnader och miljöer kan bevaras och integreras i samtida byggprojekt, dels genom att titta på hur olika aktörers intressen påverkar och dels genom att titta på hur gasverket i Norra Djurgårdsstaden har anpassat de kulturhistoriska byggnaderna och miljöerna efter nutida behov. För att göra detta har dokumentstudier, platsobservationer och intervjuer genomförts. Resultatet visar att de olika intressena som finns i stadsutvecklingsprojekt påverkar möjligheten att bevara och integrera kulturhistoriska byggnader och miljöer genom att det krävs kompromisser som många gånger påverkar kulturmiljön negativt. Vidare visar studien att gasverksområdet har anpassat de kulturhistoriska byggnaderna och miljöerna efter nutidens behov på flera olika sätt. Exempelvis används olika typer av platsmarknadsföring och förtätning samt att flertalet håltagningar tillåts i byggnadernas fasader. För nya byggnader som tillkommer är ambitionen att låta dem smälta in med den befintliga arkitekturen. Anpassningarna som görs för att möta de nutida behoven görs dock på bekostnad av de kulturhistoriska värdena. / Stockholm’s population is increasing which creates a need for more housing, workspaces and good public spaces. The municipality wants to use the land efficiently and to accomplish this, old industrial land is often used. One example of this is the former gas plant in Norra Djurgårdsstaden, which is a part of Sweden's largest urban development project as well as being a cultural heritage site.  This study examines how cultural heritage sites can be preserved and adapted to meet contemporary needs, specifically in the former gas plant. The study also examines how different conflicts of interest affect the possibility to integrate heritage sites in contemporary urban planning. To do this, document studies, interviews and observations were conducted.  The result shows that the many conflicts of interest entail compromises that often diminish the cultural heritage. The study also shows that the gas plant project has used many different approaches to preserve and adapt the cultural heritage to contemporary needs. For example, place marketing and densification have been used as well as changes in the facades of the buildings. Even though new buildings should blend in with the existing architecture, the overall adaptations have been made at the expense of the cultural heritage.