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 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.

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. 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.

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.

Tourism is the world's largest industry. The fastest growing segment of the travel and tourist trade is ecotourism. The concept of sustainable development insists that humans cooperate with nature in the search for an ecological economy which can support present and future populations. Ecotourism attempts to attain this elusive goal by preserving ecosystems while generating revenue for local communities. In this study, the researcher examines the positive and negative effects of ecotourism on people, culture, and landscape. An analysis of tourism data seems to suggest that developing countries, which are popular ecotour destinations, are benefitting economically and ecologically from properly planned ecotourism.

This study assesses the relationship between planning and creative destruction in the village of Creemore, Ontario. The study has four objectives. The first is to describe the evolution of tourism in Creemore by tracking change in three variables: investment, visitor numbers and resident attitudes. Second, is to describe past and present tourism planning in the village. Third, is to assess Creemore’s position in the model of creative destruction, based on information presented in objectives one and two. The final objective is to provide recommendations for Creemore’s future based on information gained from the other objectives. To investigate the first objective, entrepreneurial investment was provided by secondary sources, including the Creemore Business Improvement Association (BIA). Visitor numbers were obtained from content analyses of copies of the local newspaper and from information provided by the Creemore Springs Brewery. Resident attitudes were gleaned from a survey completed by 126 residents of Creemore. To meet the second objective, a content analysis was completed on historic issues of the local newspaper and six key informant interviews were conducted. Based on the information provided from the first two objectives, it is concluded that Creemore is in the second stage of Mitchell’s (1998) model of creative destruction, Advanced Commodification. This conclusion is drawn since visitor numbers and investment levels are still low and resident attitudes are generally positive towards tourism. It is also concluded that tourism planning plays a large role in creative destruction, as it can speed up, or slow down, the process, depending on the types of planning that are implemented. Based on the findings of this study, it is recommended that a tourism plan be developed to help mitigate possible future negative impacts of tourism, and to ensure the village does not evolve any further along the path of creative destruction.

Movie and literary tourism is a genre that has been recognized around the world for a long time but that has only recently got a grip on Sweden. More and more famous books are being cinematized and because of the success of these movies we can now walk in the traces of Wallander as well as the Millenniummovies. The focus of this study is mainly about the tourists’ motivation when it comes to this form of tourism and the purpose is to try understand what needs come in to play when a movie and literary tourism attraction is chosen. The study objects are two movie and literary walks which are based on books and movies with a fictitious storyline. The performed research was based on a multiple strategy with the qualitative method - consisting of respondent and informant interviews - in focus and the quantitative investigation - in the form of an one-page questionnaire - more as a complement. On the basis of the most fundamental theory of motivation in general (Maslow, 1970) and the tourism research’s more specific travel motivation theory (Pearce, 2005), the conditions for movie and literature as sorts of tourism have been made clear. Additionally, with the help of an additional motivation theory as well as several articles within the area of movie and literary tourism, this study has made an attempt to reach a more narrow theory for movie and literary tourism. The results from the research show that movie and literary tourism is a highly qualified tourism genre where the visitors’ needs are highly set and the motivation is primarily focused on self-development and the experience of new things. Also the possibility to exchange reality for a fictional surrounding and getting the opportunity to fantasize are highly prioritized motivation aspects. Movie and literary tourism is a big future area within the tourism industry, but before its potential can be fully understood and exploited, more research is needed. / Film- och litteraturturism är en genre som länge haft stort underlag i utlandet, men som först på senare år har fått fäste även i Sverige. Allt fler kända verk filmatiseras och blir till succéer och som en följd av detta kan vi idag vandra i så väl Wallanders som i Millenniumfilmernas spår. I denna studie ligger koncentrationen främst på turisternas motivation när det kommer till denna form av turism och syftet är att försöka förstå vilka behovsaspekter som spelar in när attraktioner baserade på film- och litteratur väljs. Fokus ligger på två film- och litteraturvandringar vilka bygger på böcker och filmer vars handlingar är rent fiktiva. Studien som utförts bygger på en flerfaldig strategi med den kvalitativa metoden – bestående av respondent och informantintervjuer - i fokus och den kvantitativa undersökningen – i form av en kortare enkät - mer som ett komplement. Utifrån den mest grundläggande teorin för motivation i allmänhet (Maslow, 1970) och turismforskningens mer specifika resemotivationsteori (Pearce, 2005) så har förutsättningarna för film och litteratur som turismart klarlagts, och med hjälp av ytterligare en motivationsteori samt flera artiklar inom området film- och litteraturturism har denna studie gjort ett försök i att nå fram till en mer avsmalnad teori kring just film- och litteraturturism. Resultatet av studien visar på att film- och litteraturturism är en högkvalificerad turismgenre där besökarnas behov är högt ställda och motivationen i första hand ligger i att utveckla sig själv och uppleva nya saker. Även möjligheten att byta ut verkligheten mot en påhittad omgivning och att få tillfälle att fantisera sig bort är högprioriterade motivationsaspekter. Film- och litteraturturism är ett stort framtida område inom turismen, men innan dess potential kan förstås och utnyttjas till fullo krävs mer forskning.

This study assesses the relationship between planning and creative destruction in the village of Creemore, Ontario. The study has four objectives. The first is to describe the evolution of tourism in Creemore by tracking change in three variables: investment, visitor numbers and resident attitudes. Second, is to describe past and present tourism planning in the village. Third, is to assess Creemore’s position in the model of creative destruction, based on information presented in objectives one and two. The final objective is to provide recommendations for Creemore’s future based on information gained from the other objectives. To investigate the first objective, entrepreneurial investment was provided by secondary sources, including the Creemore Business Improvement Association (BIA). Visitor numbers were obtained from content analyses of copies of the local newspaper and from information provided by the Creemore Springs Brewery. Resident attitudes were gleaned from a survey completed by 126 residents of Creemore. To meet the second objective, a content analysis was completed on historic issues of the local newspaper and six key informant interviews were conducted. Based on the information provided from the first two objectives, it is concluded that Creemore is in the second stage of Mitchell’s (1998) model of creative destruction, Advanced Commodification. This conclusion is drawn since visitor numbers and investment levels are still low and resident attitudes are generally positive towards tourism. It is also concluded that tourism planning plays a large role in creative destruction, as it can speed up, or slow down, the process, depending on the types of planning that are implemented. Based on the findings of this study, it is recommended that a tourism plan be developed to help mitigate possible future negative impacts of tourism, and to ensure the village does not evolve any further along the path of creative destruction.

Imposing the principles of sustainable development on medical tourism is vital to maintaining the three pillars of a strong nation, namely, the environment, the economy, and the local community. The three research objectives of this thesis are: 1) to determine the primary factors that motivate foreign patients to travel abroad for medical services; 2) to define the role that stakeholders play for developing the medical tourism sector; and 3) to develop an implementable framework for establishing a sustainable medical facility. These objectives help lay the foundations for a medical tourism facility that would respond well to the future demands of international patients, and would remain competitive with other medical facilities in the global market while also improving local quality-of-life and remaining within ecological constraints. Therefore, this research adopts a case study methodology to examine a framework developed through the literature review to determine how it fits in reality. In addition, this research provides a starting point to define further the primary roles of the medical tourism network for developing the medical tourism sector.

Bootstrapping plays a vital role in the life of small and medium-sized enter-prises. By providing a large variety of financing alternatives bootstrapping ensures the existence of entrepreneurship, even though, too less attention is paid to bootstrapping in the specific literature. Therefore, the master thesis strives to eliminate the gaps in the theory by bringing new insights in the field of bootstrapping.The purpose of the master thesis is to investigate the usage of boot-strapping methods and understand the main motives for using these methods from a sectorial and cross-national point of view.In order to accomplish the purpose, the research has been carried out among travel agencies and tour operators (both belonging to the tourism sector) from Sweden, Latvia and Romania by conducting 11 semi-structured interviews, as well as by collecting 50 internet-mediated questionnaires.Empirical findings were analyzed and interpreted through the 4-category Model that was created for gaining a deeper understanding of the phenom-ena of bootstrapping. Results showed that there is a certain trend in the usage of bootstrapping methods within the tourism sector. Thus, seek-ing out best conditions possible with supplier/s and obtaining payments in advance from customer are recognized to be the most important bootstrap-ping techniques for the travel agencies and tour operators. Moreover, it was found that the main motive for bootstrapping is cost reduction. In addi-tion, the results revealed that there are no significant differences in the usage of bootstrapping methods and in the motivation that lay behind bootstrapping from a cross-national point of view.

Tourism advertising is an important approach in providing information about tourism destinations and in attracting potential customers, and in this process, particular cultural factors are usually conveyed. In this thesis, the main intention was to describe the cultural factors reflected in advertising and discover the role that Chinese cultural identity plays in China’s official Internet tourism advertisements to overseas markets using a theoretical framework of diverse cultural issues. The objects of this study are the official tourism advertisements from China National Tourist Office’s (CNTO) websites. The author researched Chinese cultural characteristics and tried to connect them with the expressional tendencies in tourism advertisements. Using a quantitative content analysis method, the most frequent cultural symbol in advertising was discovered as the basis and general image of the online tourism advertisements. Then the author discussed the external manifestations of cultural factors in tourism advertising in detail and analysed the internal cultural values behind them using the qualitative discourse analysis method. The main conclusions of this study indicated that the most representative cultural characteristic of Chinese culture in tourism advertising is a high-context cultural feature; in addition, at present traditional ideology in Chinese society, such as Confucianism and Taoism, was still being conveyed in tourism advertising. In general, Chinese cultural traditions influenced tourism advertising expressions, both in external manifestations and internal connotations.