<p>Date:</p><p>2010-05-25</p><p>Program:</p><p>International Marketing</p><p>Course</p><p>Master Thesis International Marketing (EFO705)</p><p>Authors</p><p>Ms. RongPan</p><p>Mr. Sitthiphon Panto</p><p>Teacher</p><p>Tobias Eltebrandt</p><p>Title</p><p>A study of Swedish tourist going on vacation in Thailand</p><p>Research question</p><p>Which factors affect Swedish travelers’ decision making in choosing Thailand as a traveling destination?</p><p>Target audience</p><p>This report could be beneficial for Tourism Authority of Thailand. The target audiences including Government sector who responsible in promoting Thailand tourism.</p><p>Conclusion</p><p>With the help of consumer decision making theory, factors were being investigated. An additional questionnaire was being distributed to collect primary data. The secondary data from reliable sources was used to have a better understanding of Swedish travelling behaviour. It showed that <em>among eight factors </em>“motivation or energizers factor” has the most influence or effect on Swedish traveler’s decision making in choosing Thailand as a traveling destination.</p><p>However, we can summarize their level of influence into three broaden group: High Influence Factor (motivation or energizers factor, socio-economic factor, (personality / attitude factor), Medium Influence Factor (perception factor, learning factor, cultural factor, family influence factor) and Low Influence Factor (reference group influence Factor)</p>

<p>Tourism plays an important role in today’s world. More and more people leave all the issues and problems behind, and just travel to relax and experience something unique in their lives. The main research question of this paper has been created: </p><p>“Did consumer behaviour affect what services tourism companies provided in Poland between 1990 and 2005?”</p><p>The objective of this paper is to fill the lack of knowledge about tourism offerings in Poland. The purpose of this study is to investigate travellers’ preferences for facilities and services in analysed country between 1900 and 2005. This study also investigates if consumer behaviour affects what services tourism companies will provide.</p>

<p>Tourism plays an important role in today’s world. More and more people leave all the issues and problems behind, and just travel to relax and experience something unique in their lives. The main research question of this paper has been created: “Did consumer behaviour affect what services tourism companies provided in Poland between 1990 and 2005?” The purpose of this study is to investigate travellers’ preferences for facilities and services in analysed country between 1900 and 2005. This study also investigates if consumer behaviour affects what services tourism companies will provide.</p>

<p>Tourism is one of Zambia’s undeveloped economic sectors, which if developed and marketed globally would provide employment, foreign exchange and international recognition. The purpose of this study was to find out how Zambia National Tourist Board could improve the awareness in Finland of Zambia's diverse tourism attractions and how Zambia is positioned in Finland as a tourist destination in Southern Africa. Primary data was collected by using long face to face interviews with members of the Association of Finnish Travel Agents, selected members from societies and clubs promoting adventure activities, staff at Zambia National Tourist Board and other tourism experts. Secondary data was derived from archival records. The data was analysed using inductive reasoning approach. The results of this study show that the image of Zambia in Finland is not strong and recognisable, there is a strong perception of poor safety for tourists, that Zambia is an expensive destination owing to the lack of direct flight connections, there is lack of promotional materials in local language, there is inadequate information on what Zambia as a tourist destination has to offer and that the positioning strategies adopted by Zambia National Tourist Board are ambiguous and are not structured. Consequently the recommendations are to set up a strategy to make available as much promotional materials. Furthermore, ZNTB must continue to position Zambia as an adventure tourist destination were one can enjoy exceptional wildlife and adventure. The Victoria Falls should be used as a unique feature around which an image can be developed.</p>

<p>This C-level thesis deals with Russian tourism in Sweden and explains what measures are being used in Sweden in order to attract Russian tourists. Since a high number of companies and organizations are actively involved in developing Russian tourism to Sweden, we have decided to focus primarily on the most active Swedish and Russian companies within the industry. Therefore several big and well-established companies, often located in the largest cities of Russia and Sweden i.e. Stockholm, Moscow and St Petersburg, have been the subject of our analysis.</p><p>Chapter “Bakgrund” presents numerous facts and information about the nature and scale of the Russian tourist market today and in the nearest future. The reader will get a chance to take a closer look at the changes that have happened in the Russian society contributing significantly to the fast development of the tourism industry.</p><p>In chapter “Metod” the methodology applied during the research, analysis and drawing conclusions is described. Our choices are discussed and motivated as well as key terms and concepts are defined.</p><p>The theoretical framework of the thesis consists of selected theories. The theories used include among others such concepts as push- and pull factors, classifications of tourists and Butler sequence model (Resort Life Cycle Model).</p><p>The theoretical framework follows of our empirical research, which includes documentation of our interviews with chosen companies and organizations along with analysis of existing publications and sources within the field. The interviewed and analyzed subjects were Visit Sweden, Stockholm Visitors Board, Junibacken, Vasa Museum and several larger Russian travel agencies i.e. Federal Tourism Agency of Russian Federation. Also an own survey between the immediate consumers of the Swedish tourist offers was covered by our research and will be summarized in this chapter.</p><p>The analytical part of the work consists of discussing the information gathered through the different channels. The analysis is carried out in the light of the applicable theories and models. The conclusions are drawn about the existing situation and an attempt is made to create several future scenarios describing possible development of the Russian-Swedish tourism exchange.</p><p>Finally a criticism of the sources and a review all references used in the thesis are carried out.</p> / <p>Denna C-uppsats handlar om rysk turism i Sverige och beskriver de aktiviteter som pågår i Sverige för att locka hit ryska turister. Med hänsyn till det höga antalet företag och organisationer som aktivt arbetar med att utveckla rysk turism till Sverige har vi valt att avgränsa oss framför allt till de företag inom branschen som förefaller mest aktiva. Av denna anledning har ett urval av stora väl etablerade företag från både ryska och svenska storstäder, Stockholm, Moskva och St Petersburg, varit föremål för vår analys.</p><p>Kapitlet “Bakgrund” presenterar ett flertal fakta och information som beskriver den ryska turistmarknadens karakteristika och potential idag och inom den närmaste framtiden. Läsaren kommer att få möjlighet till inblick i de förändringar som har skett i det ryska samhället och som har blivit en starkt bidragande faktor till den snabba utvecklingen av turismindustin.</p><p>I kapitlet “Metod” beskrivs den metodik som används i samband med undersökningen, analysen och slutsatsformuleringen. Vårt urval diskteras och motiveras och de viktigaste begreppen och termerna definieras.</p><p>Den teoretiska referensramen of arbetet består av ett urval teorier. Tillämpade teorierna omfattar bl a sådana begrepp som push- och pull faktorer, klassificering av turisttyper samt Butlers sekvensmodell (Destionationsutvecklingsmodell).</p><p>Den teoretiska referensramen följs av vår empiriska studie, som inkluderar både dokumentering av våra intervjuer med valda företag och organisationer och analys av existerande publikationer och källor inom området. De intervjuade aktörer som underkastas analysen är Visit Sweden, Stockholm Visitors Board, Junibacken, Vasa Museum samt ett antal större ryska resebyråer t ex Rosturism. Arbetet inkluderar också vår egen enkätundersökning bland slutkonsumenter av svenska turisterbjudanden och resultatet av undersökningen sammandras också i detta kapitel.</p><p>Den analytiska delen av arbetet går ut på att diskutera den information som har blivit tillgänglig via de olika informationskanalerna. Analysen genomförs mot bakgrund av lämpliga teorier och modeller. Slutsatser dras avseende nuläget samtidigt som ett försök görs till att måla upp möjliga framtidsscenarier för hur utbytet inom rysk-svensk turism kan utvecklas framöver.</p><p>Slutligen genomförs källkritik och granskning av de referenser som åberopas i arbetet.</p>

<p>This paper deals with how a company in the experience industry is using a new way to communicate with their customers and how that communication can affect the image of the company's brand. Furthermore, the paper addresses how storytelling and community is created and can be used to improve the communication with customers and with the new communication medium. The selected firm for the paper is ferry company Viking Line. Year 2008 was the collaboration with Channel 5 that they could make a TV series depicting life on board the Viking Line's cruise ship M / S Cinderella. TV series which was named the Ferry has been aired on Channel 5 since autumn 2008 and has been seen by about half million viewers per episode. In the chapter "Background" provides a general description of how communication within the marketing has changed and what risks there might exist with the Ferry as a means of communication. In the chapter "Method" provides a description of the essay writer’s procedures and the research method used. A qualitative research method was chosen for the purpose of the paper. In the Theory section the reader may take note of the selected theories. These theories deal with communications with the traditional means of communication, storytelling and community, image and brand theory. Theory section followed since the empirical material writers has collected. The empirical material consists of secondary sources collected on the TV series Ferry and primary sources consist of interviews with Viking Line, Channel 5, Metronome, and a PR expert.</p><p>In the analysis section theoretical and empirical material are analyzed and discussed. The writers assumed their chosen theories and compared these with the empirical evidence he has collected, a comparison between traditional communications and the ferry as a means of communication have been made. The results of the survey show that the ferry as a means of communication differs from traditional marketing communications.</p>

Despite research indicating high levels of job satisfaction reducing turnover in the working community, there is limited research regarding the factors which attribute to job satisfaction of athletic trainers. The purpose of this study was to investigate the factors affecting athletic trainers. Full-time Board of Certification certified athletic trainers of the Atlantic Coast Conference were sent a copy of the Job Satisfaction Survey electronically. The results show that athletic trainers are more satisfied than the average American and the average medical professional. They also show the most important factors to job satisfaction of athletic trainers are amount of help, hours worked, and institution type. This research and accompanying recommendations will decrease the level of turnover in the athletic training population.

Though there is a wealth of research concerning residentsâ attitudes toward tourism, little research has been conducted regarding residentsâ attachment to their community. Exploring the possible links between resident attachment and attitude toward tourism is likely to provide key insights into the root causes of resident attitude. The purpose of this research was to explore the concepts of community attachment (attachment to social ties and relationships) and place attachment (attachment to the physical landscape) as they relate to one another and affect resident attitudes toward tourism development (i.e. a residentâs feeling about the rate of development in their community due to tourism). While past research often blurred the lines between community and place attachment, the current study sought to disentangle the two constructs. Using Ashe County, NC, as a study area, a 47-item intercept survey was used to explore attachment and attitudes. The survey measured three main constructs: community attachment, place attachment and resident attitude toward tourism development. The data were collected in Summer 2009. An exploratory factor analysis of the attachment items reduced into two dimensions: community attachment and place attachment. Subsequent Pearson Correlation tests found significant correlation between the two types of attachment. In addition, community attachment and place attachment were significantly correlated with resident attitudes toward tourism, especially in the areas of economic benefit and urbanization or overcrowding. Residents with higher levels of both community attachment and place attachment were more likely to agree that tourism was causing overcrowding in their community. Finally, a residentâs percent of life lived in the study area was found to be a statistically significant predictor of community attachment and 11 of 13 resident attitude items. The variable percent of life lived in community has not been used in previous published research and was shown in this research to be a good predictor of community attachment and resident attitudes. It is important to note that only community attachment was significantly correlated with items that dealt with economic development and equitable distribution of economic benefits, whereas high place attachment indicated a greater correlation with items dealing with land use. This supports the idea that respondents who are attached to community are more interested in economic development and equitable sharing of gains. Respondents with higher place attachment were concerned with the environmental impacts of tourism such as urbanization and overcrowding, without significant concern for economic benefit. This suggests that in the planning stages, newcomers would advocate for environmental protection and regulations such as zoning, while long-term residents would be concerned about the environment but also take notice of the economic aspects of tourism. This suggests that high percent of life (high community attachment) residents are more likely to take a holistic view of tourism in their community and both its positive and negative impacts. By successfully disentangling community attachment from place attachment, this study was able to gain insights into how each type of attachment influences resident attitudes toward tourism. By identifying the important issues of both groups, positive benefits can be accentuated and encouraged while negative impacts can be minimized.

The purpose of this study was to examine the effects of location and size on sponsorships in collegiate athletics. The study compared university?s number of sponsors based on size in terms of student population and size of a respective football program. The study also compared industry sponsorship rate to location of an athletic department. Small universities, under 15,000 students, were found to have a greater number of sponsors than large universities with 15,000 or more students. The size of the football program had no relationship on the total number of sponsors for an athletic department. Several industries were regionalized in terms of high sponsorship rate. The sponsors that were the most regionalized were the telecommunications industry in the Southeast, the medical industry in the Northwest and the automotive industry in the Midwest. An analysis of these variables and a discussion of the results are presented in this study.

The purpose of this study was to reveal which services provided by the NC State University Academic Support Program for Student Athletes had a significant correlation with the student athletes? academic success. Student athletes? grade point averages were used as a measurement of academic success. Partial correlation and Somer?s D statistical formulas uncovered which academic services had a significant relationship to the student athletes? academic success. Good communication between the academic coordinator and coach, the helpfulness of the tutorial program, the accessibility of laptops during team travel, the expectation that the student athletes attend study hall, the use of knowledgeable tutors, and the expectation of becoming a professional athlete all had a significant correlation to the student athletes? academic success. Further explanations of these items as well as recommendations for further research are discussed.