Att vara en ledare kan vara svårt, även under normala förhållanden. Att vara en ledare under en kris ställer ledaren inför ytterligare utmaningar. Vi befinner oss just nu mitt i en kris, en pandemi orsakad av sjukdomen Covid-19. Pandemin har resulterat i restriktioner, som avråder folk från sådant som kan sprida smittan, såsom resor eller trängsel. Detta har resulterat i att hotellbranschen lidit svåra nederlag i form av sviktande kundunderlag. Ledare i den svenska hotellbranschen befinner sig just nu mitt uppe i en kris, där de ska navigera sin personal och sin organisation ut ur detta. Syftet med uppsatsen är att studera ledarskapet i en bransch som befinner sig i kris. I detta fall är det den svenska hotellbranschen under påverkan av Covid-19-pandemin. Uppsatsen har gjorts med en kvalitativ undersökning, i form av semistrukturerade intervjuer med ledare inom den svenska hotellbranschen. På grund av det speciella läget har intervjuerna genomförts digitalt med ledarna. Intervjuerna transkriberades, för att sedan kunna användas i analys tillsammans med tidigare forskning och teorier. Studiens slutsats är att alla kriser är till viss del unika i hur de utspelar sig vilket innebär att även krishanteringen skiljer sig. Även om det här är en helt ny kris som organisationerna har ställts inför så stämmer resultatet med tidigare forskning överens till stor del. Ingen av organisationerna har haft någon krisberedskap för att kunna hantera detta men har ändå till viss del haft nytta av tidigare erfarenheter. Organisationerna har behövt struktur och vara flexibla och anpassningsbara för att kunna fungera vilket ställt stora krav på ledarskapet. / Being a leader is considered a difficult task, even under normal circumstances. Being a leader in times of a crisis means the leader is faced with further challenges. Right now, we are in the middle of a crisis, a pandemic caused by the viral infection Covid-19. The pandemic has resulted in restrictions that advise against activities that could spread the disease, such as travelling or being in crowds. Due to this, the hotel industry has suffered great losses in the form of a lacking customer base. The leaders of the Swedish hotel industry are in the midst of a crisis, where they are trying to navigate their staff and their organisation out of it. The purpose of the thesis is to study leadership in an industry facing a crisis. In this case, the Swedish hotel industry during the impact of the Covid-19 pandemic is being studied. The thesis has been conducted with qualitative research, in the form of semi structured interviews with leaders from the Swedish hotel industry. Due to the special situation, the interviews have been held digitally. The interviews were transcribed, to then be used in the analysis with earlier research and theories. The conclusion of the study is that all crises to some extents are unique regarding how they play out, which means that the crisis management differs as well. Even if this is a new type of crisis that the organisations now are facing, the result of earlier research holds up to a large extent. None of the organisations have had a crisis readiness to cope with this but have still benefited from earlier experiences. The organisations have required structure as well as flexible and adaptive to be able to function which in turn has put strain on the leadership.

The aim of this master thesis is to examine how two Swedish libraries approach library tourism. Library tourism is a growing phenomenon seen in libraries across the world. The case study has been made on the National Library of Sweden and Stockholm Public Library. The study was conducted through qualitative measures in which methodological techniques have been used, such as interviews and analysis of relevant documents from an organizational perspective. The study aims to determine how two libraries in Stockholm are used as tourist attractions and how the personnel perceive their workplace as being a tourist attraction. The analysis is based on Foucault’s theories primarily addressing the relationship between power and knowledge and the theories of economic, social, environmental, and cultural implications of tourist-related services by both John Urry and Jonas Larsen as well as the authors So-Min Cheong and Marc L Miller. The study shows that neither of the two examined libraries has special staff for dealing with tourists, nor guidelines for this activity. The study also shows that libraries can be viewed as important rising cultural tourist attractions during the last years. Having an increasing number of tourists has been disturbing for the locals and those employed at the libraries. Both libraries’ primary focus is being an indispensable part of community life as promoter of literacy, provider of a wide range of reading material for all ages and wide-ranging loan services based on systems of branch libraries. This study suggests that both libraries have a similar approach to tourism, but also that they could be more involved in the process in order to make tourism available on their own terms. Disclaimer: This subject was decided/chosen in November 2019 before the outbreak of Covid-19 which made future tourism development more uncertain. This is a two years master’s thesis in Library and Information Science.

The aim of this qualitative study is to investigate the behavioral changes of family travel during a pandemic. Travels which are in focus of this study are international tourism for the purpose of leisure and VFR- travels. This study is based on the Swedish national vaccination plan from Sweden's public health authority. The study’s data is collected from ten unstructured interviews with families that have children that are younger than 17 years old. The theoretical framework of the study is Roger’s 1975 (cited in Norman, Boer and Seydel 2005) protection motivation theory, Strong’s (1990) tourists’ fear of pandemic diseases and Zheng’s et al. (2021) post-pandemic travel behavior which are used as a tool to analyze the results. The empirical data is transcribed, coded, and evaluated with the help of thematic analysis, it shows how the families behavioral changes with a pandemica. The result of this study makes it clear that the vaccination process is an important factor in the families’ travel decision-making, but it’s not a crucial factor of determination. Other aspects such as economy and legal impacts are additional side effects of the pandemic crisis which are meaningful within the families’ post-pandemic travel behavior. / Denna kvalitativa studie ämnar till att undersöka barnfamiljernas resebeteende beträffande internationella nöjesresor och BSV-resor utifrån den nationella vaccinationsplanen från Folkhälsomyndigheten. Det empiriska materialet i denna studie har insamlats genom tio ostrukturerade intervjuer där olika barnfamiljer har reflekterat över sina tankar kring resplaner, inställning till vaccin och riskbedömning gentemot COVID-19. Studiens teorier är valda på ett induktivt sätt och består av Protection Motivation Theory (Roger 1975 se Norman, Boer och Seydel 2005), Strongs (1990) tourists’ fear of pandemic diseases och Zhengs et al. (2021) post-pandemic travel behaviour. En tematisk analysmetod har applicerats för att kunna analysera de transkriberade och kodade intervjuerna. Studiens resultat påvisar att vaccination mot COVID-19 har en stor betydelse för familjern internationella och BSV- resebeslut, men erhåller inte en avgörande roll i respondenternas slutbeslut. Studien visar även ett förändrat resebeteende hos barnfamiljerna som en konsekvens av pandemins sidoeffekter på turistbranschen, exempelvis ekonomi och juridiska svårigheter och nya regler att förhålla sig till.

Denna forskningsstudie undersöker de utmaningar som hotell i Sverige har stått inför på grund av Covid-19-pandemin. Närmare bestämt analyserar studien hur dessa hotell reagerade på krisen. Det råder ingen tvekan om att pandemin har drabbat den globala turistsektorn väldigt kraftigt. Miljontals arbetstillfällen har gått förlorade, och länder vars ekonomier som är beroende av turism står inför de värsta ekonomiska lågkonjunkturerna i historien.  Sektorn vänder sig dock i dag till innovation för att stödja återöppnandet och en återgång till lönsamhet. I Sverige har sektorn tagit till sig innovativa lösningar, bland annat genom att öka konkurrenskraften och bygga upp motståndskraft genom strategier som att främja inhemsk och regional turism, ekonomisk diversifiering och underlättandet av en mer gynnsam arbetsmiljö för mikroföretag, små och medelstora företag. Andra strategier som har hjälpt att strategiskt öppna sektorn i denna tid under pandemin är den digitala omvandlingen av hela turismekonomin genom att investera i digital kompetens för arbetstagare som har förlorat sina arbeten och inkomstkälla under pandemin.  Studiens syfte är att analysera de krishanteringsstrategier som svenska hotell implementerade i början av Covid-19-pandemin. För att uppnå studiens syfte används semistrukturerade intervjuer som den primära datainsamlingsmetoden. Det kommer genomföras intervjuer med fem olika hotelldirektörer från Sveriges största hotellkedjor. / This research study explores the challenges that hotels in Sweden have faced due to the Covid-19 pandemic. Specifically, it assesses how these organizations responded to the crisis. There is no doubt that the pandemic has hit the global tourism sector very heavily. Indeed, millions of jobs have been lost, with countries whose economies are dependent on tourism facing the worst economic recessions in their collective history.  The sector is today turning to innovation to support its re-opening and a return to profitability. In Sweden, the sector has embraced innovative solutions, including boosting competitiveness and building resilience through strategies such as promoting domestic and regional tourism, economic diversification, and the facilitation of a conducive business environment for micro, small, and medium-sized enterprises. Other strategies that have aided the strategic re-opening of the sector during the pandemic is the digital transformation of the entire tourism economy by promoting investments in digital skills for workers who have lost their jobs and livelihoods during the pandemic.  Against this backdrop, this study’s key objective is to analyze the crisis-management strategies adopted and implemented by Swedish hotels at the onset of the Covid-19 pandemic. It will deploy semi-structured interviews as the primary data-collection approach to achieve this goal. Five interviews with executives in five of the largest hotel chains in Sweden will be conducted.

This thesis examines the debate regarding the establishment of a memorial to the victims of a national trauma; the terrorist attacks in Norway July 22, 2011. This thesis reflects on how different interest groups are treated regarding the memorial’s design according to the groups’ own opinions and arguments.The method chosen is a qualitative text analysis where a selection of material is used to formulate answers and opinions from the interest groups regarding the memorials purpose. Constructed argumentation are identified based on the perspectives regarding the issues.  The national memorial at Utøyakaia stands to remember the deceased and wounded, but also to give reflection upon terrorism and consequences of political extremism. This purpose is debated regarding on how this retelling of history should be presented at its authentic location.The interest groups are identified through the work since everyone’s involvement is not clear to all. Different forms of power and knowledge play a key role in these negotiations, where arguments and opinions are mixed through a private and professional character.  Appearance and location are the two biggest issues. Since these are most lacking in the agreements between the interest groups. The memorial should be beautiful and have associations to the island. This definition opens up to multiple ideas regarding its design which leaves no suggestion to feel justified.Utøya today is a name that brings association to the date and the place of the massacre. Utøya is an identity that has forever changed the island, AUF and the locals living in the area. It is both an authentic historical location and a memorial grove, a tourist attraction and a place where everyday life goes on through the trauma.  This is a two years’ master’s thesis in Museum and Cultural Heritage Studies.

Uppsatsen syftar till att belysa moderna lämningar som kulturarv, i synnerhet andra världskrigets (1939-1945) bunkrar i Sverige och Norge. Bunkrar/värn syftar till anläggningar kopplade till militär aktivitet och krigsföring. En jämförande kulturarvsanalys har gjorts mellan bunkrar i Narvik samt längs Skånelinjen för att kunna diskutera ländernas tillvägagångssätt gällande kulturarvsprocesser. Vidare eftersträvades en förståelse i huruvida bunkrarna ingår i ett mörkt kulturarv och platserna i en mörk turism. Uppsatsen avser också att få en förståelse i hur allmänheten ser på värnen och dess historia och om de ingår i ett nationellt kulturarv, därför genomfördes en enkätundersökning. Fältbesök till ett flertal värn i Skånelinjen och Narvik har gjorts för att få en uppfattning om bunkrarna. Eftersom Sverige inte medverkade i kriget medan Norge var delaktiga var det av intresse att urskilja likheter och skillnader. Vidare var Narvik en intressant plats att analysera med tanke på dess stora medverkan och påverkan i kriget. Skånelinjen valdes på grund av att det var Sveriges enda försvar mot främmande makter under andra världskriget.  Studien kom att resultera i att moderna arkeologiska lämningar inte är lika skyddade som äldre lämningar i Sverige och Norge. Värnen i båda länderna är inte skyddade av någon lag men kan gå under särskilda bestämmelser. Vidare var de svenska värnen bättre bevarade, förmodligen på grund av att Sverige inte fick utstå förtryck och ockupering. Skyltar, böcker och digitala plattformar finns att tillgå om de svenska värnen. Inget liknande finns om Narviks värn. Enkätsvaren utföll i att ländernas befolkning anser att de är bevaringsvärdiga och del av ett inofficiellt kulturarv. Dessutom skulle värnen kunna ingå i ett mörkt kulturarv och mörk turism. / This study has aimed to bring light to modern cultural remains as cultural heritage, especially from World War II (1939-1945) in Sweden and Norway. Bunkers are buildings aimed to protect and attack during warfare and house soldiers and military supplies. A comparing cultural heritage analysis has been applied to the bunkers, both from Narvik and Skånelinjen to be able to discuss the countries' cultural heritage process. Furhermore, an understanding regarding if the bunkers are a part of a dark heritage and dark tourism was of interest. The thesis also aims to get the publics point of view on the bunkers and their history and if they reason the bunkers are part of the national heritage. On that note a questionnaire was sent out. A couple of field trips were made to bunkers both at Skånelinjen and in Narvik to get a bigger perspective and understanding of them. Also, because Sweden did not participate in the war and Norway did it was also of relevance to analyze if that caused any differences or similarities. Additionally, as Narvik had such a significant role in the war and participated in many battles it was of interest to discuss it in contrast to Sweden. Sweden´s only defense against any country participating in the war was Skånelinjen which made it an easy choice.  The study concluded that modern archaeological remains are not as well protected as older remains in Sweden and Norway. The bunkers in both bunkers in both countries are not protected by any law but could be protected to some extent by special provisions. The Swedish bunkers were better preserved than the Norwegian ones, probably because Sweden did not have to suffer through occupation and oppression. Signs, books and digital platforms are available for the Swedish bunkers but not for the Norwegians. Very little is established regarding the bunkers in Narvik. The answers from the questionnaires resulted in that the participants consider the bunkers worthy of preservation and that they are part of an unofficial cultural heritage. Furthermore, the bunkers are considering to be part of a dark heritage and dark tourism, but only to some extent.

Marknadsföringsstrategier är ett redskap som kan användas i flera syften av flera olika aktörer, bland annat företag, föreningar och andra verksamheter. I denna studie undersöks evenemanget Stockholm Marathon och vilka marknadsföringsstrategier deras aktörer använder i syfte att attrahera besökare till deras event för att därefter kunna sammanställa vilka marknadsföringsstrategier som är lämpliga för evenemang inom maratonlopp. Studiens syfte är att öka förståelsen för hur Stockholm Marathon arbetar med dessa strategier för att locka besökare men även att skapa förståelse för vilka marknadsföringsstrategier som är lämpliga för evenemang inom maratonlopp. Genom en intervju med Marathongruppen, som ansvarar för eventet Stockholm Marathon, en litteraturstudie, samt en netnografisk analys, har undersökningen kunnat sammanställa en slutsats som besvarar studiens frågeställning. Datainsamlingen visar att flera marknadsföringsstrategier är lämpliga men att olika strategier passar olika bra beroende på exempelvis målgrupp. Eftersomolika målgrupper bland annat föredrar olika marknadsföringskanaler så lyckas inte alla kanaler nå ut till det specifika evenemangets målgrupp. Dessutom har det visat sig att olika målgrupper har olika preferenser gällande evenemanget, exempelvis visade sig helhetsupplevelser och destinationen som evenemanget träder plats på vara av vikt för Stockholm Marathons besökare likväl som besökare vid andra maratonlopp. Digitaliserad marknadsföring i form av exempelvis egenskapat innehåll i sociala medier visade sig även vara en strategi som når ut till flera målgrupper beroende på kanalval. Den digitala marknadsföringen har även uppenbarat sig som en källa till engagemang, involvering och djupare relationer mellan besökare och aktörer vilket visade sig påverka beteenden i form av ökat intresse att besöka evenemanget. / Marketing strategies is a tool that can be used for several purposes by several different actors, including companies, associations and other businesses. In this study, the event Stockholm Marathon is examined as well as which marketing strategies their actors use to attract visitors to their event in order to then compile which marketing strategies are suitable for marathon events. The aim of this study is to increase the understanding of how Stockholm Marathon works with these strategies to attract visitors but also to create an understanding of which marketing strategies that are suitable for events within marathons. Through an interview with Marathongruppen, who are responsible for the event Stockholm Marathon, a literature study, and a netnographic analysis, the study has been able to compile a conclusion that answers the study's question. The collection of data shows that several marketing strategies are suitable, but that different strategies will fit differently depending on, for example, the target group. Because different target groups, among other things, prefer different marketing channels, not all channels succeed in reaching the specific event's target group. In addition to this, it has been shown that different target groups have different preferences regarding the event, for example the overall experience and the destination where the event takes place proved to be important for the visitors of Stockholm Marathon as well as visitors at other marathons. Digitized marketing in the form of, for example, self-created content in social media also proved to be a strategy that manages to reach several target groups depending on the choice of channel. Digital marketing has also revealed itself to be a source of commitment, involvement and deeper relationships between visitors and actors, which proved to influence behavior in the form of increased interest in visiting the event.

This study aims to create a sustainable tourism stakeholder framework for hotels in Vlora, a popular tourist destination in southeast European country Albania. As tourism is one of the major driving forces towards better social and economical conditions in Albania but simultaneously poses threats towards nearby ecosystems and protected areas, local traditions and cultures and small suppliers, the importance of sustainability in the industry has risen as a top priority. Conducted on behalf of UNDP Albania, the stakeholder framework aims to function as an outline for a sustainable management plan, leading to future eco-certi cation for hotels. The stakeholder framework, which includes  five-key stakeholder categories; operational, employees, clients, suppliers and local community, each with well tested CSR-practices linked to them, aims to promote sustainable development for the entire destination. The hotel, placed in the center, isused as a driving force towards closer collaborations with other stakeholder categories. The framework was tested on Vlora's largest hotel actor, Regina Hotel Group, through a questionnaire and interviews with four top management executives. The key findings show that Regina Hotel Group has come far in their social sustainability, in particular regarding employees and local suppliers, but lack in sustainability training, leading to lower awareness and sustainability mainly being implemented for financial reasons. Lastly, a recommendation with examples of short- and long-term implementations is presented for the hotel, connected to each stakeholder category. / Denna studie kommer att undersoka hållbar turism i den populära turistdestinationen Vlora, i södra Albanien. Turism är en av två näringar som bidrar mest till socioekonomisk utveckling i regionen. Samtidigt kan alltför stor och oreglerad turistindustri hota bevarandet av omkringliggande natur, kultur, traditioner och små, lokala företag. Med detta i åtanke är hållbarhet en viktig aspekt för Vloras framtida turiststrategi. Genomförd på uppdrag av FN:s utvecklingsprogram, UNDP Albania, tar studien fram ett intressentramverk, som ska ligga till grund för ett eko-certiferingssystem för FN:sutvecklingsprogram. Fem kategorier av nyckelintressenter, teknik, anställda, kunder, leverantörer och lokalsamhälle, har intressentramverkets kopplat CSR-praktiker (Corporate Social Responsability), väl testade för hotells hållbarhet, till. Ramverket använder sedan hotellet, placerat i mitten, som drivkraft för att främja hållbar utveckling i hela destinationen. Genom ett frågeformulär och uppföljande intervjuer med fyra chefer från Vloras största hotellaktör, Regina Hotel Group, kristalliserades fem huvudslutsatser. Först, Regina Hotel Group har kommit låangt i sitt sociala hållbarhetsarbete, speciellt vad gäller anställda och lokala leverantörer, men de saknar utbildning i hållbarhet, vilket leder till låg medvetenhet och därför implementeras hållbara lösningar genom finansiella argument. Avslutningsvis, presenteras en rekommendation med exempel på kort- och långsiktiga lösningar som är kopplade till varje intressentkategori.

Projektet syftar till att utforska turismsektorns dynamik med fokus på förlängning av turistsäsongen, med Åre och Visby som jämförelseobjekt. Genom en djupgående dokumentanalys och intervjuer med personer inom destinationernas turismsektor identifieras kritiska faktorer för framgångsrik och hållbar destinationsutveckling. Frågeställningarna inkluderar strategier för att attrahera turister året runt och samarbetsformer för att förlänga säsongen. Resultaten visar att båda destinationerna har unika strategier baserade på geografiska och klimatiska förutsättningar. Åre satsar på vinter och sommar och vill ses som en åretrunt-destination medan Visby arbetar med att utvidga sommarsäsongen till höst och vår. Samarbeten mellan olika aktörer, såsom kommuner och näringsliv, är avgörande för att hantera utmaningarna med lågsäsonger. Slutligen framhävs att för att vara en ledande turistdestination som Åre och Visby, krävs både strategiskt arbete för att locka turister året runt och effektiva samarbeten inom turismsektorn.  The thesis aims to explore the dynamics of the tourism sector with a focus on extending the tourist season, using Åre and Visby as comparative subjects. Through in-depth document analysis and interviews with stakeholders in the destinations' tourism sectors, critical factors for successful and sustainable destination management are identified. Key inquiries include strategies to attract tourists year-round and forms of collaboration to extend the season. The results reveal that both destinations have unique strategies based on geographical and climatic conditions. Åre focuses on winter and summer tourism, striving to be a year-round destination, while Visby aims to extend its summer season into the fall and spring. Collaborations among various stakeholders, such as municipalities and businesses, are crucial for addressing off-peak season challenges. Ultimately, it is emphasized that to be leading tourist destinations like Åre and Visby, strategic efforts to attract tourists year-round and effective collaborations within the tourism sector are essential.

The theme of this essay arises from problematic pictures which travel journalism can bring about foreign countries, and in this specific case Mexico. These pictures can be problematic in the way that they can carry colonial elements and form colonial discourses. The main purpose of this study is therefore to investigate the Swedish travel magazines, Vagabond, RES and Allt om resor, and how they portray places and people in the written texts and photographs. This was done with a postcolonial and discourse theoretical framework, whereas empowerment of certain pictures can lead to formation of discourses, myths and stereotypes about places and people in Mexico. The method used to reveal different aspects of the travel reports was semiotic analysis, Norman Fairclough’s critical discourse analysis and critical linguistics. These together allowed a closer reading of the texts and the photographs, with regards to the context of the text and the magazine’s development. The analysis was conducted with help of linguistic tools such as transitivity and lexical structure, and a thematic structure consisting of themes such as metropolis Mexico city, Mexico’s hinterland and Mexico’s coast. The result showed on many differences and similarities in the nine travel reports which have been studied, depending on the theme, magazine and publication year. The articles published in the 1980’s and 1990’s focused more on people as Indians and Mexicans which mostly were described by their attributes rather than their actions, and therefore objectified and stereotyped as Indians and cowboys, poor and childish. In articles from the 20th century there has been a shift in focus from people to places, these places were often beaches and the sea, constructing the myth of the relaxing paradise. Sometimes these pictures were combined with the Mayan culture to show a variation of destinations, and to meet new tourism trends such as ethnic and culture tourism.