In 2016 Cyprus received 3,2 million international tourists. The island is considered as the 40th most popular destination in the world, while if counted per capita of local population Cyprus has a 6th place worldwide. There are some 200,000 tourists from Sweden travelling to the island annually. Swedish citizens, in a similar fashion with the rest of Nordic countries enjoy a similar consumer behavior and high purchasing power. Understanding how Swedish tourists perceive image of Cyprus helps to nuance the view of visitors coming from Nordic countries onto the destination. The visit experience plays an important role to reduce the destination image stereotyping, which caused by different information sources that may lead to a change in destination image after visitation. Positive destination image leads to satisfaction and revisit intentions. This thesis investigates in detail how Swedish’ tourists perceive the destination images during their visit on Cyprus. The researcher followed semi-structured qualitative research method with the use of in-depth interviews to collect empirical data with respondents who have visited Cyprus. Destination image theory is utilized to support the theoretical ground for the thesis, while a textual content analysis was used as a tool for analyzing the interviews. Adopting the qualitative research approach provided the opportunity to capture the holistic components of Cyprus destination images while Cyprus touristic’ attributes were identified and ranked based on their functionality and psychological dimensions. Conducting this research provided the researcher the chance to test the theoretical destination image formation and the interrelationship among the destination image different components. Cyprus images after visiting the destination differ from the pre-visit stage as images were modified after visiting the destination. Swedish tourists upon their visit perceived the images of Cyprus in positive and negative ways. Cyprus Tourism Organization can benefit Cyprus by considering the negative notions found in this research and try to solve these problems or minimize their effects as possible.

This study examines into how tourists in Sweden engage in sustainable tourism by analysing the impact of personal norms and environmental knowledge on their purchasing decisions, with an emphasis on eco-friendly options for accommodation. The goal of the study is to ascertain how much sustainable tourism practices are considered by visitors in Sweden when making vacation choices. To do this, a survey was given to visitors (both domestic and international) to Sweden, and statistical analysis was done on the data gathered. The study's conclusions show a strong relationship between individual norms, environmental knowledge, and environmentally conscious purchasing practices among Swedish travelers. This shows that more environmentally conscious travelers are more likely to choose sustainable travel options, especially when it comes to choosing eco-friendly lodging. Policymakers, stakeholders in the tourist sector, and marketers wanting to promote sustainable tourism practices in Sweden can all benefit from the knowledge provided by these insights. The development of tailored measures to promote eco-conscious tourism behaviors among visitors to this Scandinavian destination can be aided by an understanding of the interaction between personal norms and environmental awareness.

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