The object of the study is presentation and marketing analysis of touristic region Eastern Bohemia. The study is divided into two sections. First section is theoretic. It desribes marketing, touristic destination and destination marketing. Second section is practical and contains marketing environment of Eastern Bohemia, primary and secondary offer of region, identification of main competitors and marketing research of visitors. The final part of study summarizes essential imperfections and barriers of development of tourism in the region and suggests some solutions.

The aim of this master thesis is to outline Portugal as a tourist destination and to sum up its promotional activities on the Czech market. First part of the thesis describes destination marketing management in general from both tactic as well as strategic point of view. The chapter especially focuses on marketing specifics in the tourism area. Second part of the thesis holds fort on destination Portugal and its supply of tourism products, the main tourism target groups and the strategic management of tourism in the country. A special stress is put on creating an overwiev of the promotional activites of Portugal on the Czech market and on proposing remedies that will lead to better and more effcetive marketing communication.

<p>The purpose of this paper is to describe and analyse the Chinese destination of Hainan, with background in a globalizing tourism destination development, for tourism from Finland and Sweden. The questions at issue are regarding what kind of an impact the status as a special economic zone have had upon Hainan, what kind of conditions there are for tourism on the island, in what form participants of the tourism industry want the development to proceed, what the prevailing trend is for distant destinations for Nordic markets and also regarding what kind of potential there is for organized tourism to Hainan from Finland and Sweden.</p><p>As a foundation for the paper, I’ve composed a theoretical reference for knowledge of China, Hainan and the study of destinations. The sources of secondary kind are literature related to the subject. The primary sources are mainly interviews, field work done at Hainan has given a concrete and personal knowledge of the place. The interviews are with Finnish and Swedish travel operators, Chinese embassy representatives in Finland and Sweden, on Hainan both Nordic tourists and tourism industry stakeholders were interviewed.</p><p>The analysis bring forth that Hainan do have relatively good conditions for tourism. The destination has gone through a relatively rapid development, mainly focused upon domestic tourism. The development has led to an infrastructure for tourism, and as experienced during my visit, this is obvious through widespread tourism related building. The status of Hainan as a Special Economic Zone, received during the late 1980s, has facilitated the development of tourism. Although the status has lost its real function as once had, favourable conditions facilitated rapid tourism development, giving as an example tourism development zones. The prevailing development of Hainan, is the making of a top class resort destination. This is foremost aimed at the domestic market, but increasing at international markets such as the Nordic ones. The participants on Hainan seem to have a relatively common standpoint, in the process of attracting increasing amounts of Nordic visitors. Regarding Finnish and Swedish operators, distant destinations seem to have a certain degree of development possibilities. As flexible means of travel increases, changes are given upon the volume of travel. Connected to this, is different resulting opportunities for destinations, depending on volume and demand from tourists. Hainan being a distant destination, would need large volumes to justify significant arrangements. Finnish and Swedish operators are somewhat interested of Hainan, although varying depending on operator and to a great deal on the current small volumes. In conclusion, Hainan represents a globalizing tourism destination development, giving new tourism places. There is need of accomplishing demand in Finland and Sweden for Hainan, to get pronounced volumes of organised arrangements. Tough competition give the need for a proactive and aggressive approach from the participants of Hainan to achieve these volumes. Of importance for further development, is to produce an increasing demand in the Finnish and Swedish markets, that the destination bring forth a more palpable domestic/local form of culture and that a suitable form of travel to Hainan at present, for an example is combination tours.</p>

The purpose of this paper is to describe and analyse the Chinese destination of Hainan, with background in a globalizing tourism destination development, for tourism from Finland and Sweden. The questions at issue are regarding what kind of an impact the status as a special economic zone have had upon Hainan, what kind of conditions there are for tourism on the island, in what form participants of the tourism industry want the development to proceed, what the prevailing trend is for distant destinations for Nordic markets and also regarding what kind of potential there is for organized tourism to Hainan from Finland and Sweden. As a foundation for the paper, I’ve composed a theoretical reference for knowledge of China, Hainan and the study of destinations. The sources of secondary kind are literature related to the subject. The primary sources are mainly interviews, field work done at Hainan has given a concrete and personal knowledge of the place. The interviews are with Finnish and Swedish travel operators, Chinese embassy representatives in Finland and Sweden, on Hainan both Nordic tourists and tourism industry stakeholders were interviewed. The analysis bring forth that Hainan do have relatively good conditions for tourism. The destination has gone through a relatively rapid development, mainly focused upon domestic tourism. The development has led to an infrastructure for tourism, and as experienced during my visit, this is obvious through widespread tourism related building. The status of Hainan as a Special Economic Zone, received during the late 1980s, has facilitated the development of tourism. Although the status has lost its real function as once had, favourable conditions facilitated rapid tourism development, giving as an example tourism development zones. The prevailing development of Hainan, is the making of a top class resort destination. This is foremost aimed at the domestic market, but increasing at international markets such as the Nordic ones. The participants on Hainan seem to have a relatively common standpoint, in the process of attracting increasing amounts of Nordic visitors. Regarding Finnish and Swedish operators, distant destinations seem to have a certain degree of development possibilities. As flexible means of travel increases, changes are given upon the volume of travel. Connected to this, is different resulting opportunities for destinations, depending on volume and demand from tourists. Hainan being a distant destination, would need large volumes to justify significant arrangements. Finnish and Swedish operators are somewhat interested of Hainan, although varying depending on operator and to a great deal on the current small volumes. In conclusion, Hainan represents a globalizing tourism destination development, giving new tourism places. There is need of accomplishing demand in Finland and Sweden for Hainan, to get pronounced volumes of organised arrangements. Tough competition give the need for a proactive and aggressive approach from the participants of Hainan to achieve these volumes. Of importance for further development, is to produce an increasing demand in the Finnish and Swedish markets, that the destination bring forth a more palpable domestic/local form of culture and that a suitable form of travel to Hainan at present, for an example is combination tours.

Le destinazioni turistiche sono caratterizzate da un’elevata frammentazione dovuta al fatto che il turista consuma il prodotto turistico, composto da differenti tipologie di servizi offerti da soggetti diversi. Tuttavia, è fondamentale che il turista viva nella destinazione un’esperienza univoca e non riceva quindi messaggi discordanti provenienti dai diversi service providers, di conseguenza è fondamentale che i diversi attori siano coordinati e ciò è necessario anche al fine dello sviluppo della marca della destinazione. L’obiettivo di questa tesi è studiare entrambi gli aspetti, ossia il coordinamento svolto dalla Destination Management Organisation (DMO) e la marca della destinazione studiata dalla prospettiva dell’offerta. In particolare, l’obiettivo è mostrare come gli stakeholder della destinazione possono essere coordinati; analizzare il grado di coinvolgimento che gli stakeholder hanno rispetto alla marca della destinazione; verificare se il coordinamento svolto dalla DMO ha un effetto sulla marca della destinazione. Al fine di studiare questi aspetti, la presente ricerca ha avuto ad oggetto la città di Edimburgo che è stata studiata ricorrendo ad un metodo misto con il quale sono stati analizzati sia dati qualitativi (dati secondari e documenti) che quantitativi (questionario online). / A significant characteristic of tourism destinations is their high fragmentation, as several stakeholders operate in these destinations, providing different kinds of services to tourists. There is therefore a need to co-ordinate stakeholders so that they provide tourists with a seamless experience and contribute to the development of the destination brand. Co-ordination carried out by the DMO and the destination brand studied from a supply-side perspective are topics neglected so far, and, in order to fill this gap, this thesis aims at showing: how stakeholders are co-ordinated in a destination, to what extent stakeholders are committed to the brand and whether coordination processes have an impact on the destination brand. A mixed method design has been applied to the city of Edinburgh, analysing qualitative data (face-to-face interviews and documents) and quantitative data (an online questionnaire administered to a sample of destination stakeholders). Results show that stakeholders are coordinated through several kinds of mechanisms that have a diverse impact on the destination brand; moreover, stakeholders have a mixed commitment towards the destination brand. From this research it emerged that the role of communication is pivotal and that it is essential for tourist business newcomers to receive information on the destination brand.

Undersökningens resultat visar att trender omfattar ett stort antal olika processer där många aktörer är inblandade. De intervjuade företagen anser sig ha en viss roll i skapandet av resetrender. De avgörande faktorerna är destinationen, företagen, världsekonomin, media samt kunden i skapandet av resetrender. Efterfrågan från kunder ger möjligheten att införa nya resmål samt produkter och på så sätt skapa trender. Kundernas åsikter om destinationer och produkter medverkar till skapandet av trender, eftersom de kan påverka sin omgivnings uppfattning. Viktiga faktorer som kan leda till en destinations fall är till exempel politisk instabilitet, terrorism och krig vilket påverkar resenärers destinationsval. Destinationerna måste uppfylla ett antal krav för att de ska kunna lanseras av researrangörerna och därefter ha möjligheten att bli trendiga. Faktorerna som möjliggör en destinations uppkomst är desamma som kan leda till dess fall. / The result shows that the creation of trends covers a wide variety of processes in which many stakeholders are involved. The interviewed companies feel that they have a role in the creation of travel trends. The most crucial factors are, however, the destination, the companies, world economy, media and the customer which is the key factor. The customers’ demands make it possible to introduce new destinations and products and thus create trends. Customers' opinions on destinations and products can also assist in creating trends because they can influence their environments perception. The world economy is also a crucial due to trend creation. Important factors that can lead to a destinations fall is political instability, terrorism and war which affects travelers’ destinationchoice. The destinations must fulfill certain requirements to be launched by the tour operators which can give them the possibility to become trendy. The factors which enable destinations rise are the same that can lead to its fall.

Tourism industry is one of the most prominent industries at the moment. Globalization has been playing a big role by mainly diminishing traveling barriers between countries. This trend had brought also an increase in competition between countries to identify themselves and to define how they want to be perceived by the tourists. In this case, developing a clear destination brand identity is crucial for success. Brand identity and brand image are two concepts that are related to each other but their meanings are different. There are several studies from the demand side concerning with destination brand image. Conversely, there is a lack of studies conducted in destination brand identity by considering the supplier side. Thus,the main purpose of this study is to investigate the brand identity creation from the supplier side. A conceptual model of “Strategic Brand Analysis in Destination Identity Context” was developed from the reviewed literature. This model guided the empirical investigation of regulators, academicians, civil society and business enterprises in Albanian identity context. In order to collect diverse perspectives, ten qualitative interviews from different fields were conducted. By conduction of interviews and qualitative content analysis with the support of “QSR NVivo 7” software, the strategic brand analysis of destination identity in Albanian context was examined. Additionally, presented theories about brand identity and collected empirical data were analyzed together. Based on this analysis, revised model was recommended for the “Strategic Brand Analysis in Destination Identity Context”. The results suggested that a comprehensive analysis including “Stakeholders Analysis” and “TourismCompetition Analysis” is required as the initial phase of destination identity formation. Each part of analysis has combining aspects, which need to be considered. This study contributes to the literature on brand identity and personality. In addition, the study also has implications for policy-makers of tourism destinations and managers of tourism companies. While the theoretical findings can be regarded as an exploration in the literature,this study fulfilled first research concerning destination brand identity of Albania in tourism.

This paper examines family owned tourism businesses with a special focus on succession. In Nordic countries tourism has been widely promoted and used in rural development as a replacement economy for ‘traditional’ livelihoods based on rural production. Because the tourism and hospitality industry, especially in rural areas, is dominated by family enterprises, the topic of succession is of great relevance for tourism and tourism destinations. This paper looks at family businesses’ special characteristics, challenges and advantages in terms of ownership structure, lifestyle, motivations, employees and destination impact. This paper concludes that, while family-owned Small and Medium-sized enterprises make up the backbone of the tourism industry, especially in rural destinations, there exists insufficient research on their significance within tourism. A small percentage of family owned tourism businesses are successfully handed over to succeeding generations. Those that do are exceptional and more sustainable both in financial and marketing terms and therefore extremely advantageous for destinations. On the other hand, family businesses that fail to be passed on to following generations can have a devastating effect on tourism and destinations in general. / Den här uppsatsen behandlar familjeägda turistföretags betydelse för varaktigheten i landsbygdsdestinationer med fokus på succession. I våra nordiska länder har turism på senare år använts som landsbygdsutveckling och i viss mån som ersättning för de mer traditionella näringarna som jordbruk och fiske. Eftersom turism och besöksindustrin, speciellt i de perifera områdena, domineras av familjeföretag är succession inom dessa av stor betydelse för turism och turistdestinationer. Uppsatsen tar i övrigt upp familjeföretagens kännetecken, utmaningar och fördelar beträffande ägarstrukturer, livsstil, motivation, medarbetare och destinationspåverkan. Familjeföretag utgör ryggraden för turismindustrin i allmänhet och landsbygdsdestinationer i synnerhet men trots det saknas forskning om den här typen av företags betydelse för turism. Endast en liten andel av familjeägda turistföretag genomgår ett generationsskifte. Det gör att de som klarar en succession är unika och mer varaktiga både ur finansiell och ur marknadsmässig synpunkt vilket är mycket fördelaktigt för destinationen. Å andra sidan kan de företag som inte lyckas med en succession vara förödande för hela samhället där de verkar.

This research study investigates the emerging representation of the brand Poland in the context of implementation of destination branding to the practice of country promotion. The main emphasis is put on the role of meaningful practices undertaken by international and domestic tourism managers and policy makers in constructing and reconstructing the representation of Poland in the broad context of the country‟s EU membership. The researcher does this by studying the examples of national and destination branding practices as well as the levels of understanding and appreciation of destination and national branding among people working in key organisations responsible for tourism and destination promotion both on the Polish domestic level and the level of relevant EU institutions. As national and destination branding is a relatively new phenomenon, specific focus is put on the critical analysis of the perceptions held about it among high ranking officials. The researcher pays particular attention to the power held by tourism in mediating identities of nations and destinations and the role that place branding plays or could play in this equation. The researcher focuses her study on two distinct but nevertheless connected locations: Brussels as a power and knowledge hub of the European Union and Warsaw as the power and knowledge hub of Poland. For reasons of methodological fit this interpretative study relies upon qualitative methods conducted via an emergent research design. Therefore the study is not driven by an up-front hypothesis, but is conducted via qualitative research bricoleurship approach. The research study concludes that although destination and national branding is universally familiar to the experts in the field of tourism and promotion, power holders and decision makers are lagging behind in understanding, appreciation and implementation of these new tools. This is particularly reflected in the case of Poland where first attempts at devising and implementing a national branding strategy were made but failed to be implemented due to budgetary and decision-making constraints at the level of power-holders. A striking conclusion is that in the case of Poland, the main causes of this lack of implementation of a national branding strategy are the very values and virtues that such a strategy might seem to promote. Nevertheless, the researcher observes a growing understanding and appreciation of the long-term benefits of a well designed and implemented branding strategy and its potentially great impact on tourism among the relevant decision-makers both in Brussels and in Poland.

Det globala resandet har haft en kraftig positiv ökning de senaste åren och beräknas enligtinternationella bedömningar fortsätta öka med cirka tre procent per år fram till 2030.Turistnäringen växer med andra ord i snabb takt och har kommit att bli en stor inkomstkällaför många länder och i vissa av dem även den största arbetsgivaren. I Sverige omsatteturistnäringen 284,2 miljarder år 2013 och detta är en ökning med 3,9 procent i jämförelsemed föregående år. Som ett resultat av turismens centrala betydelse världen över, anser vi attdet ligger ett intresse i att undersöka hur lokalbefolkningen på en ort påverkas av dess turism.Studiens syfte är att undersöka hur individer bland en orts befolkning påverkas av ortensturism. Avsikten med studien är att skapa ny förståelse och utveckla kunskapen kring hurindivider med olika bakgrund så som sysselsättning, ålder och koppling till turismen uppleveroch påverkas av turism, och därmed bidra till den forskning som redan finns inom området.En kvalitativ metod har använts för att besvara följande forskningsfråga: Hur påverkasindivider på en destination av turism på den egna orten? En fallstudie har genomförts och istudien har Marstrand, beläget i Bohuslän Sverige, använts som medel för att ge svar påforskningsfrågan.Ett flertal positiva och negativa aspekter av turism har identifierats och därefter analyseratsmed hjälp av de teorier som presenterats. Bland annat har TALC-modellen använts för attutläsa i vilken fas Marstrand som destination befinner sig i. Detta då ortsbefolkningens syn påturism kan variera beroende på vilket steg destinationen befinner sig i, samt för att ta reda pådestinationens potentiella utvecklingsmöjligheter. Studien kommer fram till att Marstrandbefinner sig i stagnation fasen under högsäsong och development fasen under lågsäsong.De slutsatser som går att utläsa från studien är att olika individer lägger vikt vid olika aspekterav ortens turism beroende på hur deras livssituation ser ut och vilken koppling de själva hartill turismen i sig. Vidare går studiens resultat i linje med de teorier som presenteras i tidigareforskning, genomförd på andra platser i världen. Trots att studiens omfattning inte ärtillräcklig för att dra några generella slutsatser skulle detta kunna tyda på att individer ur enlokalbefolkning har en liknande syn på turism, oberoende av geografisk plats och landetsutvecklingsgrad. / Global travel has had a strong positive growth in recent years and is forecasted to increase byabout three percent per year until 2030, according to international assessments. The tourismindustry is growing at a rapid pace and has become a major source of income for manycountries, in some the largest employer. In 2013 the Swedish tourism industry had a turnoverof 284,2 billion which is an increase by 3,9 percent compared to the previous year. Due to thecentral importance of tourism worldwide, we believe that there is an interest to investigatehow the local residents at a destination are affected by its tourism. The study aims to examinehow different individuals among the local population are affected by tourism. The purpose ofthe study is to create new understanding and to develop knowledge about how individualswith different backgrounds such as occupation, age and connection to tourism experience andare affected by tourism, and thereby contribute to previous research in the field. A qualitativeresearch method was used to answer the following research question: How are individuals ata destination affected by tourism in their own community? A case study has been completedand the study used Marstrand, situated in Bohuslän Sweden, to answer the research question.Several positive and negative aspects of tourism have been identified and then analysed byusing the theories presented. The TALC model was used to determine which phase Marstrandas a destination is in. This due to the fact that the local residents’ opinion may vary dependingon the phase the destination is in and also to find out the destination´s potential fordevelopment. The study concludes that Marstrand is in the stagnation stage during highseason and the development stage during low season.The result of the study indicates that different individuals put emphasis on different aspects oftourism depending on their life situation and the connection they have to tourism.Furthermore the study shows similar results as presented in recent research made in othercountries. Although the extent of the study is not sufficient enough to draw any generalconclusions, this may indicate that individuals from a local population has a similar view ontourism, regardless of geographic location and the country's level of development.