Le tourisme fait l’objet de multiples recherches en géographie. Dans ce contexte général, notre thèse envisage et propose de réaliser une relecture de ce phénomène en investissant le champ des représentations issues du tourisme, en analysant et décryptant l’image touristique de la destination croate (image fantasmée et stéréotypée du touriste ou encore image promue par les organismes officiels croates). La destination croate retrouve, en effet, un certain renom depuis la fin de la guerre qui a sévi en ex-Yougoslavie (1991-1998) : elle est le théâtre d’un développement important depuis une décennie. Il s’agit ici d’examiner à la fois le phénomène de crise touristique, en en cernant tant les facteurs la justifiant que ceux qui ont permis au tourisme d’être redynamisé et, en particulier, en montrant l’impact de la promotion touristique après en avoir défini les acteurs et cherché à connaître sa (ou ses) finalité(s).Pour ce faire, un cadre méthodologique a été déterminé (première partie) : grâce à une démarche hypothético-déductive classique et en s’appuyant sur la comparaison entre les faits touristiques (étudiés par le biais des statistiques, des observations de terrain ou des enquêtes auprès des touristes) et les images de la promotion touristique croate (vue au travers de documents promotionnels de l’Office du Tourisme Croate mais également du discours de nombreux guides et articles consacrés à la Croatie). Nous avons donc construit notre étude en partant d’observations empiriques et en cherchant à confirmer ou infirmer nos hypothèses de travail, notamment celle basée sur le dévoiement de l’image marketing en une image instrumentalisée. La problématique a, en effet, été orientée vers la notion d’ « image » touristique. Notre recherche tendra, avant tout, à comprendre les mécanismes de la construction de l’image de la Croatie liée au tourisme. Se pose donc, inévitablement, la problématique de l’adéquation entre la réalité et les discours qui sont tenus sur elle. Notre posture de thèse pose le principe que la dialectique entre représentation et réalité - touristique et territoriale croate - n’est pas du seul ressort commercial : d’autres logiques, que nous considérons comme du domaine de la construction identitaire, peuvent intervenir nous amenant à penser que l’image promue est, consciemment ou non, instrumentalisée.Pour mener à bien cette analyse de l’image, une connaissance approfondie du tourisme (ou des faits constatés et scientifiquement énoncés) nous a paru une approche préliminaire indispensable. Ce moment incontournable de l’analyse permet une prise de distance, autrement dit une véritable objectivisation par rapport à l’analyse des représentations. Une première étape (deuxième partie) s’intéresse, grâce à l’exploitation de faits statistiques, au phénomène touristique en termes de flux mais également aux formes de tourisme. Nous montrons ainsi que la crise touristique, plus structurelle que conjoncturelle (c’est-à-dire plus liée à la transition du régime socialiste à une économie de marché qu’à la guerre de la fin de la Yougoslavie) a vite été dépassée grâce à une clientèle essentiellement européenne et à un tourisme quasi uniquement balnéaire. Ce rapide rattrapage peut être expliqué par de multiples facteurs (troisième partie) : les plus classiques sont mis en avant (climat méditerranéen, forte capacité d’hébergement sur le littoral, proximité des foyers classiquement émetteurs en Europe, voire certains a priori favorables concernant la Croatie). Mais, contrairement à l’idée préconçue et souvent relayée par les médias, nous insistons sur la place et sur le rôle de l’histoire du développement touristique de la région en soulignant que le tourisme actuel, tant en termes d’infrastructures que de clientèles, est le résultat de nombreux héritages issus de périodes précédentes (fin du XIXème siècle et époque yougoslave) [...] / Tourism is the subject of many researches in geography. In this general context, our thesis deals with this phenomenon by investing the field of representations created by tourism, analyzing and interpreting the image of the Croatian tourist destination (dreamed image, stereotypical tourist image or promoted image – this last one created by the official Croatian organizations). The Croatian destination is, indeed, well known since the end of the war that raged in the former Yugoslavia (1991-1998): for a decade, it is actually the scene of an important tourism development. We want to examine the phenomenon of tourism crisis, identifying the factors that justify this crisis and those that have allowed tourism to be reactivated and, in particular, showing the impacts of tourism promotion after having defined its actors and its purposes.For this purpose, a methodological framework has been determined (first part): with a classic hypothetical-deductive reasoning, we have compared the tourism facts (analyzed with statistics, observations or surveys) with the images created by the Croatian tourism promotion (especially with the promotional materials of the Croatian Tourist Board but also with many guides and articles about Croatia). So we built our study on the basis of empirical observations, trying to prove or disprove our ideas, including the idea that the marketing image is a manipulated one. The main point of our research is to understand how the tourism image of Croatia is created. This raises inevitably the question of the adequacy between the reality and what is said about it. We want to explain that the principle of the dialectic between representation and reality - Croatian tourism - is not only dependent on business or marketing case: other logics appear, especially using the field of identity construction. With such a way of thinking, we can demonstrate that the promoted image is, consciously or not, exploited.To analyze the image, a perfect knowledge of tourism (or of scientifically established facts) is a preliminary and essential approach. This unavoidable time of the analysis must allow to know the facts and not only the representations. So the second part of our analysis is dedicated to the exploitation of statistical facts, to the tourism phenomenon in terms of flows but also of forms of tourism. We show that the tourism crisis, more structural than cyclical (that is to say, more related to the transition from a socialist to a market economy at the end of the war in Yugoslavia) was quickly overwhelmed because of the customers (mainly Europeans) and because of well-known sea resorts. This quick tourism development may be explained by many factors (Part three): the most traditional arguments are highlighted (a Mediterranean climate, high accommodation capacities on the coast, the proximity of the European customers). But, contrary to a preconceived idea that is often relayed by the media, we insist on the place and on the role of the history of tourism development in the region: according to us, the tourism in Croatia (in terms of infrastructure or of customers) is nowadays, the result of previous periods (late nineteenth century and Yugoslav period) [...]

Made available in DSpace on 2016-04-25T16:45:28Z (GMT). No. of bitstreams: 1 Ana Paula Maiochi Silverio.pdf: 1989511 bytes, checksum: 10a5be105d7200e7fe6d3950dfe4a9dd (MD5) Previous issue date: 2010-05-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation had the primary objective of analyzing the relevance of associating tourism marketing to strategic image management in acquiring destinations and furthermore explores the tourism image of the city of São Paulo, aiming at providing a verification method for the phenomenon studied and lending more credibility to the work. To that end, we performed a bibliographical review on tourism marketing and the image of destinations and presented a case study about the image of São Paulo based on the work developed by São Paulo Turismo, a tourism and events company in São Paulo/SP. The principal results show that a progressive increase in tourism in the global market implies a competitive situation among locations interested in developing tourism, so that the efficient marketing management of the activities becomes a prerogative given market competitiveness; the results also show that the destination's image is ever more relevant given its recognition as one of the most important aspects in the process of selecting a destination, as well as in satisfaction and possible repeat visits. The theme has become prevalent internationally as an important research subject and existing investigations show that external and internal factors are extremely important and influence a tourism destination's image perception; therefore the strategic management of the destination's image is essential in the tourism marketing process. The case study evidenced the interest on the part of the tourism company in the city of São Paulo in expanding the city's image to encompass leisure and entertainment, given that the image is currently essentially focused on business and work, which hinders the full development of tourism in the city / Esta dissertação objetivou primordialmente, analisar a relevância da associação do marketing turístico à administração estratégica de imagem para aquisição de destinos e ainda, explorar a imagem turística da cidade de São Paulo, visando fornecer um meio de verificação do fenômeno estudado e conferir maior legitimidade ao trabalho. Para tanto, realizamos uma revisão bibliográfica acerca do marketing turístico e da imagem de destinos e apresentamos um estudo de caso sobre a imagem da cidade de São Paulo baseado no trabalho desenvolvido pela São Paulo Turismo, empresa de turismo e eventos da cidade de São Paulo/SP. Como principais resultados temos que a progressiva ascendência do turismo no mercado global implica um quadro de concorrência entre as localidades interessadas em desenvolvê-lo fazendo com que uma gestão mercadológica eficiente da atividade passe a ser uma prerrogativa ante a competitividade do mercado e ainda, que a imagem do destino torne-se cada vez mais relevante, ante o reconhecimento desta como um dos aspectos mais importantes no processo de escolha de uma destinação, bem como na satisfação e possível repetição dela. O tema vem impondo-se internacionalmente como importante área de pesquisa e as investigações existentes apontam que fatores externos e internos, são extremamente importantes e influenciam a percepção da imagem de um destino turístico e que, neste sentido a administração estratégica de imagens torna-se fundamental no processo de marketing turístico. O estudo de caso evidenciou o interesse por parte da empresa de turismo da cidade de São Paulo em expandir a imagem do município posicionando-a para o lazer e entretenimento, visto que o mesmo encontra-se fundamentalmente ligado a uma imagem de negócios e trabalho que impede o pleno desenvolvimento do turismo na cidade

Local festivals and cultural events, signage and streetscape improvements, and regional marketing efforts indicate that tourism is present in some Business Improvement Areas (BIAs). However, the extent and form of this relationship has never before been examined in the North America context. The purpose of this thesis is to explore the involvement of Ontario’s BIAs in tourism. It reports on the findings of a 2008 province-wide survey of approximately 260 BIAs, touching on a variety of topics, including: the proportion of BIAs that are involved in tourism, the factors prompting them to attract tourists, the ways that they promote themselves to tourists, the types of tourism experiences that they offer, the positive and negative impacts of their tourism efforts, and whether they partner with other stakeholders in tourism promotion efforts. The data are then used to propose a typology of Business Improvement Areas showing differing levels and forms of tourism involvement. The thesis concludes by considering four case studies of successful tourism-oriented BIAs (Downtown Kingston, Downtown London, Downtown Yonge and Creemore), which are examined to identify the characteristics that have led to their success. The findings show that the majority of Ontario’s Business Improvement Areas are involved in tourism, using diverse methods to promote themselves as destinations. Their tourism offering usually includes special events and festivals, but can also involve investments in other attractions. Although BIAs are aware of both positive and negative impacts from tourism, tourism management efforts are uncommon. Seven characteristics of successful tourism-oriented BIAs are identified: innovation, self-awareness, appearance, attractions, partnerships, experiences, and planning. BIAs that strongly manifest these characteristics are believed to be likely candidates to benefit from the tourism industry.

Local festivals and cultural events, signage and streetscape improvements, and regional marketing efforts indicate that tourism is present in some Business Improvement Areas (BIAs). However, the extent and form of this relationship has never before been examined in the North America context. The purpose of this thesis is to explore the involvement of Ontario’s BIAs in tourism. It reports on the findings of a 2008 province-wide survey of approximately 260 BIAs, touching on a variety of topics, including: the proportion of BIAs that are involved in tourism, the factors prompting them to attract tourists, the ways that they promote themselves to tourists, the types of tourism experiences that they offer, the positive and negative impacts of their tourism efforts, and whether they partner with other stakeholders in tourism promotion efforts. The data are then used to propose a typology of Business Improvement Areas showing differing levels and forms of tourism involvement. The thesis concludes by considering four case studies of successful tourism-oriented BIAs (Downtown Kingston, Downtown London, Downtown Yonge and Creemore), which are examined to identify the characteristics that have led to their success. The findings show that the majority of Ontario’s Business Improvement Areas are involved in tourism, using diverse methods to promote themselves as destinations. Their tourism offering usually includes special events and festivals, but can also involve investments in other attractions. Although BIAs are aware of both positive and negative impacts from tourism, tourism management efforts are uncommon. Seven characteristics of successful tourism-oriented BIAs are identified: innovation, self-awareness, appearance, attractions, partnerships, experiences, and planning. BIAs that strongly manifest these characteristics are believed to be likely candidates to benefit from the tourism industry.

觀光作為國家的重點發展產業，政府將藉由觀光行銷計畫的推陳出新以提升 其觀光競爭力。台灣中央政府從2001 年到2010 年推出一連串的觀光行銷計畫， 從中可以發現觀光行銷計畫的內容出現一定程度的變遷，可是目前的研究很少針 對觀光行銷計畫的變遷進行探究。因此，本研究由政策變遷理論作為探討基礎， 試圖以學習的途徑解釋觀光行銷計畫的變遷，採用文件分析法和訪談法發現觀光 行銷計畫發生哪些重要變遷，以及造成變遷的因素為何，並透過組織學習與政策 學習理論分析學習在觀光行銷計畫的變遷中所扮演的角色。 經過資料的蒐集與分析之後，結論針對研究發現與研究發現的意涵進行討論， 並提出研究建議，包括：觀光局機關首長的領導為引發學習的關鍵因素，且促使 觀光局逐漸轉型為學習型組織；在變遷與學習的關係中，也發現機關內各單位與 階層之間出現不一致的改變程度，代表觀光局仍然需要更全面的學習。因此，未 來觀光局新的首長必須持續領導觀光局的學習，平衡機關內各單位與階層之間的 改變程度，並學習新的行銷趨勢，才能不斷產出更為出色的觀光行銷計畫。 / Because the tourism industry is one of the country’s important industries, government may improve and innovate on tourism marketing plans to increase tourism competitiveness of country. From 2001 to 2010, the central government in Taiwan promoted a series of tourism marketing plans, which can be found some changes in tourism marketing plans. However, the current study has few discussions on the changes of the tourism marketing plans. Therefore, this study counts on the policy change theory as the research basis, then tries to apply learning approach to explain the changes of the tourism marketing plans. The research methods of this study use document analysis and interviews to found what important changes in the tourism marketing plans, as well as found the factors that caused the changes. Besides, through organizational learning and policy learning theory, this study analyses of the role of learning in the changes of the tourism marketing plans. After the data collection and analysis, the conclusion of this study discusses the finding and the meaning of finding, raises some suggestions as well. For example, the leadership of the head of the Tourism Bureau was the key factor which leads to learning, and the head transformed the Tourism Bureau into a learning organization gradually; between the changes and learning, this study also found so inconsistent degree of changes among the internal various units and levels that the Tourism Bureau still need for more comprehensive learning. Therefore, in order to continue producing even better tourism marketing plans, the new head of the Tourism Bureau must continue leading the Tourism Bureau to learn, balance the degree of changes among the internal various units and levels, and learn new marketing trend in the future.

Made available in DSpace on 2010-04-20T20:51:47Z (GMT). No. of bitstreams: 3 142983.pdf.jpg: 14354 bytes, checksum: 835e5332d4c50493b566a80221276b5e (MD5) 142983.pdf: 1180134 bytes, checksum: 7ff4eabcb59354fc01a73d10932320b8 (MD5) 142983.pdf.txt: 514544 bytes, checksum: 6aa7254fcd8fe85d04ae8d444d0e4c07 (MD5) Previous issue date: 2005-02-28T00:00:00Z / O tema do estudo é Destination Branding (DB), o processo de construção e desenvolvimento de marcas de destinos. O referencial teórico sobre o tema, bem como o estudo do branding da Nova Zelândia, estabeleceram as bases para a construção de um quadro de referência de DB, que foi estruturado em três macro etapas: ajuste do contexto, componentes de DB (aplicação de conceitos: imagem e identidade) e operacionalização (gestão, comunicação e avaliação). À luz desse quadro de referência, foi analisada a experiência de DB do Estado da Bahia - um estudo de caso único, de caráter exploratório, com base em dados qualitativos. A experiência da Bahia corroborou à pouca efetividade, apontada na teoria, de obter controle gerencial e continuidade das ações por meio de controle direto. Evidenciou-se também que a ausência de um diagnóstico completo - com análise dos clientes e da concorrência e auto-análise - prejudica a elaboração da identidade de marca para o destino. Por fim, o caso mostrou a necessidade de profissionalização da gestão para implementação das estratégias traçadas para o destino. / The research topic is Destination Branding (DB), the process of construction and development of destination brands. The theory about the research topic, as well as the study of branding in New Zealand, have established the foundation for the construction of a framework of DB, which has been structured in three macro steps: context adjustment, components of DB (concept application: image and identity) and operationalization (management, communication and evaluation). The DB case of Bahia has been analyzed under this framework – a single exploratory case study, based on qualitative data. The experience carried out in Bahia has endorsed the poor effectiveness, as seen in theory, to obtain management control and continuity by means of direct control. It has also become evident that the absence of a complete diagnostic – including an analysis of the clients and that of the competitor and a self-analysis – harms the elaboration of the identity of the destination branding. Finally, the case has shown the need for professional management to guarantee implementation of the strategies for the destination.

The main objective of this study was to evaluate the current situation of selected agro-tourist farms Benešovsku in terms of their structure, collaboration with local action groups (LAGs), the method and the effectiveness of their marketing. The theoretical approach was the study of literature, including Internet resources. The theoretical part were subsequently confronted with the information obtained in the empirical part - conducted interviews with the owners and operators of agro-tourist farms in the monitored region and representatives of local action groups. Based on the information and suggestions in the final part of the thesis formulated recommendations. The aim to optimize the marketing strategy of agro-tourist farms Benešovsku.

The diploma thesis is focused on the promotion of Třebíč destination. The main objective of the thesis is to identify and assess the current tools for possible promotion of Třebíč destination. Based on the analysis of the current state, the possibilities to improve and increase awareness of Třebíč as a tourist destination are suggested.

The dissertation treats of the appreciation of the localization´s influence of the Pernštejn castle on the tourism in region Bystřicko. The dissertation was written according to defined objects. According to the first object, I investigated the position of the castle on the system of the tourism´s attractions in the region. Following investigation is {--} the behaviour of visitors, their basic places for visit and the last investigation researches which establishment cooperate with the castle and the sort of the cooperation. The investigation is the basic part of the dissertation. The results are described in the sections called ``discussion`` and {\clqq}epilogue``.

The thesis, entitled "Analysis of supply adventure tourism in the South Bohemian Region" is to describe and analyze the options and instruments of tourism in selected destination. Work processes typology adventure tourism and also defines key terms related to this topic. It then focuses on identifying different types of adventure tourism, cooperation in the design of an appropriate design and implementation of a new product in the field of adventure tourism.