This thesis deals with the proposed marketing strategy of selected events for the contributory organization, TIC BRNO and provides recommendations for the organization. The first section describes the individual goals of the work. The theoretical section briefly outlines the basic terminology necessary for understanding the topic. This section is devoted to marketing, international marketing, marketing strategy and destination marketing. The majority of the theoretical section concentrates on digital marketing, social marketing and marketing mix. The analytical section analyzes the current state of the contributory organization and selected events. The practical section mainly contains the interpretation of the marketing strategy proposal for the visibility of selected events abroad in order to attract new foreign tourists.

Around the globe, sensitive nature destinations suffer from media-mediated mass tourism. Especially, the social media network Instagram is often made responsible for these events as its emphasis on visuals is claimed to foster people’s ambition to reproduce photographs of themselves in the epic sceneries they see online. Destination Marketing Organizations (DMOs) face a particularly big challenge in using Instagram. While they aim at attracting enough tourists to satisfy the local tourism industry’s needs, they need to apply a careful promotion to avoid attracting more tourists than the natural environments can cope with. Focusing on Sweden as case study, this thesis aims at identifying and exploring how Swedish DMOs currently promote vulnerable nature destinations on Instagram and what significance these economically driven communication agencies thereby attribute the protection of the natural resources. Theoretical implications from sustainable destination management and environmental psychology are employed to develop different communication strategies that enhance the destination’s sustainable image as well as attempt to encourage pro-environmental behavior among tourists. A mixed method design is applied which is dominated by an extensive quantitative content analysis and complemented by a more limited qualitative semiotic analysis. The findings reveal that the implementation of sustainable communication strategies is of varying importance for the six Swedish DMOs considered in this study. In general, their effort of using communication tools to enhance sustainable nature-based tourism is still very low. Future research is advised to investigate in the production as well as audience site to gain further insights in how economic interests might hinder a more sustainable branding and to examine how effective the developed communication strategies actually are in influence people’s behavioral intentions.

Storytelling kan ses som ett effektivt marknadsföringsverktyg inom destinationsutveckling. Storytelling, särskilt presenterat i filmformat, har aktualiserats de senaste åren och förekommer som en högt rankad trend och strategi på DestinationsNEXT Future 2021 study, den mest omfattande rapporten i världen inom destinations- och turismbranschen. Det förekommer dock ett gap mellan trenden och användningen av storytelling i filmformat bland Destination Marketing Organisations (DMO). Det saknas ett tydligt ramverk för hur storytelling kan struktureras och det vanligast förekommande är att DMO:s producerar så kallade kollage-videos, utan innehåll av storytelling. Ett sätt att strukturera kraftfulla berättelser i DMO:s kommunikationsfilmer skulle istället kunna vara att använda storytellingramverket The Hero’s Journey. Syftet med denna studie är således att skapa en ökad förståelse för Destination Marketing Organisations (DMO) användning av storytelling i kommunikationsfilmer. Vidare ämnar studien undersöka vilka utmaningar som kan påverka DMO:s arbete med detta. Den teoretiska utgångspunkten för studien innefattar DMO:s komplexa roll, deras olika syften och förväntade effekter med storytelling samt ramverket The Hero’s Journey. Materialinsamling har bestått av sex semistrukturerade intervjuer med svenska regionala DMO:s samt en dekonstruktion av utvalda kommunikationsfilmer från vardera DMO. Studiens viktigaste resultat visar på hur DMO:ernas komplexa roll möjliggör eller hindrar dem från att genomföra bra kommunikationsfilmer innehållandes storytelling. Den geografiska komplexiteten, samarbeten mellan regioner, tids- och resursbrist, samt svårigheter med representation är de största faktorer som påverkar arbetet. Vidare visade resultatet hur DMO:s använder storytelling i olika syften, vilka är av både kognitiv, affektiv och konativ karaktär och visar på att olika effekter önskas nås genom deras storytelling och därmed påverkar innehållet. En kartläggning har genomförts för att undersöka hur DMO:ernas storytelling följer det valda ramverket, The Hero’s Journey. Det framkommer hur endast två av filmerna tydligt kan sägas följa en berättelsestruktur enligt detta ramverk, men där flera steg kunde urskiljas i alla filmer. Stegen var dock olika tydliga och tyder på att ramverket inte efterföljs i någon större utsträckning. Då DMO:erna själva inte uttryckte hur de följde ett specifikt ramverk vid skapandet av filmerna, tyder identifieringen av stegen på hur detta ramverk har potential att användas ännu mer och på så vis göra det möjligt för DMO:s att skapa filmer med mer storytelling. / Storytelling can be seen as an effective marketing tool in destination development. Storytelling, especially presented in film, has become relevant in recent years and appears as a highly ranked trend and strategy in the DestinationsNEXT Future 2021 study, the most comprehensive report in the world in the destination and tourism industry. However, there is a gap between the trend and the use of storytelling in film among Destination Marketing Organizations (DMO). There is no clear framework for how storytelling can be structured and most commonly DMO:s produce so-called collage videos, without content of storytelling. One way to structure powerful stories in DMO:s communication films, could instead be to use the storytelling framework The Hero's Journey. The purpose of this study is thus to create an increased understanding of Destination Marketing Organizations' (DMO) use of storytelling in communication films. Furthermore, the study intends to investigate what challenges may affect DMO's work with this. The theoretical starting point for the study includes DMO's complex role, their different purposes and expected effects with storytelling and the framework The Hero's Journey. To collect empirical data, six semi-structured interviews with Swedish regional DMO:s and a deconstruction of selected communication films from each DMO has been conducted. The main results of this study shows how the DMO's complex role enables or prevents them from creating good communication films containing storytelling. The geographical complexity, collaborations between regions, lack of time and resources, and difficulties with representation are the biggest factors that affect their work. Furthermore, the results showed how DMO:s use storytelling for different purposes, which are of both cognitive, affective and conative nature and show that different effects are desired to be achieved through their storytelling and thus affect the content. An investigation has been carried out to see how DMO's storytelling follows the chosen framework, The Hero's Journey. Only two of the films can clearly be said to follow a narrative structure according to this framework, but several steps could be distinguished in all films. However, the steps were clear to different degrees and indicate that the framework is not followed to any greater extent. Although the DMO:s did not mention following a framework when creating their films, the identified steps shows how the framework has potential to be used further and enable for DMO:s to create films with even more storytelling. The following essay is written in swedish.

Pictures are often used when marketing a tourist destination. Photographs of a place, a destination, are used to convince customers and stimulate daydreaming in order to turn a potential customer into a real customer. For some people the photographic representations of a place is the only one they experience. With this in mind, it is reasonable to question how representations of places and geographical imaginations are being (re)produced when marketing a destination by using photographs. This paper aims to study how representations of place and people are used when marketing a tourist destination via travel commercial. The study was conducted by analysing images used for marketing tourist destinations located outside Europe, with a focus on photographs portraying people. The pictures included in this study were found in five travel catalogues for the Swedish market. The sample was narrowed down and reduced to three pictures, which were analysed by using a semiotic image analysis. The study aim to answer the following questions: When marketing a tourist destination how are people in the tourism advertising being presented? In what way can the images that are being used for tourism advertising generate stereotypes about places/people? The study indicates that, according to the included sample, the people portrayed in tourism advertising are being presented in a stereotypical manner.

The number of festivals and events worldwide as well as in South Africa has increased significantly over the past decade. With more than 600 festivals being staged annually in South Africa, it is clear that festivals are competing with each other to attract and retain visitors in order to remain sustainable. For this reason, creating and sustaining a loyal visitor base through marketing and branding activities has become increasingly important for festivals. This, however, is a complex task since branding of a festival is challenging in several ways. Festivals are non-permanent tourism offerings with a variety of attributes that need to be considered when branding the festival. These include attractions, accommodation, entertainment and the natural environment. The competitive environment in which festivals operate and the complex nature of a festival as a brand require a specific approach whereby festivals can create and sustain brand loyalty. To remain a competitive and sustainable arts festival, marketers of festivals need to know how their marketing efforts can be applied to enhance visitors’ loyalty as well as the aspects that contribute to visitors’ loyalty. Although various studies have been concerned with brand loyalty in a tourism context, little research has focused on brand loyalty in a festival context and more specifically in a South African arts festival context. In the light of this, the following research question was formulated: “What are the components and the relationships between the components of a brand loyalty model for arts festivals in South Africa? The primary goal of this thesis was to develop a brand loyalty model for arts festivals. To achieve this goal, four objectives were formulated. The first objective was to analyse the role of marketing in creating and sustaining brand loyalty for arts festivals by means of an in-depth literature review. The definition of marketing and the distinguishing features of tourism offerings were analysed. It was indicated that aspects such as visitors’ motivation for attending festivals impacts on their loyalty. Furthermore it was established that marketing activities such as market research, market segmentation, positioning, branding and developing an effective festival marketing mix can assist marketers of festivals to achieve visitors’ loyalty. The second objective was to review the literature regarding brand loyalty and its constructs. Branding and brand loyalty were defined and the history of branding was discussed. More importantly, the constructs of brand loyalty and the items for measuring them were analysed. It was clear that a variety of constructs impact on festival visitors’ loyalty including brand attitude, brand personality, individuals’ characteristics, circumstances and purchase situation, organisations’ commitment to being customer orientated, brand equity, brand associations, brand awareness, product involvement, brand commitment, brand affect, quality, brand image, brand experience, brand trust, brand value and satisfaction. In addition, it was concluded that these aspects are related and affect one another. The third objective was to identify the components of a brand loyalty model, test the relationships between them and determine the variables influencing them. This was done with the aim of developing a brand loyalty model for arts festivals. For this purpose, data were collected by means of a self-administered questionnaire which was distritubuted to visitors at Vryfees and Aardklop. A total of 400 questionnaires were distributed at each festival with 355 questionnaires obtained at Vryfees and 352 questionnaires obtained at Aardklop. Selected statistical techniques were employed to achieve this objective. Exploratory factor analysis (EFA) was performed on the items for measuring brand loyalty. From this, six brand loyalty components were revealed. Spearman Rank Order Correlation was used to determine the relationships between these brand loyalty components. An independent t-test, one-way ANOVA and two-way ANOVA between groups were employed to determine the impact of selected variables on the components of brand loyalty. Finally, the brand loyalty components were used in Structural Equation Modelling (SEM) to develop the model. The results of the study confirmed that brand loyalty for festivals such as Aardklop and Vryfees are multidimensional and consist of satisfaction, affective image, festival experience, loyalty, personal value and cognitive image. Affective image and satisfaction are also major components of visitors’ loyalty towards these festivals. It was furthermore confirmed that variables such as occupation, province of residence, frequency of attendance and home language have an impact on festival visitors’ loyalty. The final objective of this study was to draw conclusions and make recommendations concerning the compilation and implementation of the brand loyalty model for arts festivals. This research makes important contributions theoretically, methodologically and practically. Theoretically, this study is unique since it is one of the first to indicate the role of marketing in enhancing brand loyalty and to analyse various brand loyalty constructs that can be further investigated by future researchers. Methodologically, this study developed a reliable and valid questionnaire for the measurement of brand loyalty in a festival context which can be used by other festivals to determine visitors’ loyalty. In addition, this study investigated distinctive relationships between the festival loyalty constructs and other demographic and festival-related variables. The impact of demographic variables on festival loyalty constructs was also explored. The greatest contribution of this study, however, is its practical contribution by developing a brand loyalty model for arts festivals which can be used by marketers of festivals to create, maintain and increase visitors’ loyalty towards their festivals. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The number of festivals and events worldwide as well as in South Africa has increased significantly over the past decade. With more than 600 festivals being staged annually in South Africa, it is clear that festivals are competing with each other to attract and retain visitors in order to remain sustainable. For this reason, creating and sustaining a loyal visitor base through marketing and branding activities has become increasingly important for festivals. This, however, is a complex task since branding of a festival is challenging in several ways. Festivals are non-permanent tourism offerings with a variety of attributes that need to be considered when branding the festival. These include attractions, accommodation, entertainment and the natural environment. The competitive environment in which festivals operate and the complex nature of a festival as a brand require a specific approach whereby festivals can create and sustain brand loyalty. To remain a competitive and sustainable arts festival, marketers of festivals need to know how their marketing efforts can be applied to enhance visitors’ loyalty as well as the aspects that contribute to visitors’ loyalty. Although various studies have been concerned with brand loyalty in a tourism context, little research has focused on brand loyalty in a festival context and more specifically in a South African arts festival context. In the light of this, the following research question was formulated: “What are the components and the relationships between the components of a brand loyalty model for arts festivals in South Africa? The primary goal of this thesis was to develop a brand loyalty model for arts festivals. To achieve this goal, four objectives were formulated. The first objective was to analyse the role of marketing in creating and sustaining brand loyalty for arts festivals by means of an in-depth literature review. The definition of marketing and the distinguishing features of tourism offerings were analysed. It was indicated that aspects such as visitors’ motivation for attending festivals impacts on their loyalty. Furthermore it was established that marketing activities such as market research, market segmentation, positioning, branding and developing an effective festival marketing mix can assist marketers of festivals to achieve visitors’ loyalty. The second objective was to review the literature regarding brand loyalty and its constructs. Branding and brand loyalty were defined and the history of branding was discussed. More importantly, the constructs of brand loyalty and the items for measuring them were analysed. It was clear that a variety of constructs impact on festival visitors’ loyalty including brand attitude, brand personality, individuals’ characteristics, circumstances and purchase situation, organisations’ commitment to being customer orientated, brand equity, brand associations, brand awareness, product involvement, brand commitment, brand affect, quality, brand image, brand experience, brand trust, brand value and satisfaction. In addition, it was concluded that these aspects are related and affect one another. The third objective was to identify the components of a brand loyalty model, test the relationships between them and determine the variables influencing them. This was done with the aim of developing a brand loyalty model for arts festivals. For this purpose, data were collected by means of a self-administered questionnaire which was distritubuted to visitors at Vryfees and Aardklop. A total of 400 questionnaires were distributed at each festival with 355 questionnaires obtained at Vryfees and 352 questionnaires obtained at Aardklop. Selected statistical techniques were employed to achieve this objective. Exploratory factor analysis (EFA) was performed on the items for measuring brand loyalty. From this, six brand loyalty components were revealed. Spearman Rank Order Correlation was used to determine the relationships between these brand loyalty components. An independent t-test, one-way ANOVA and two-way ANOVA between groups were employed to determine the impact of selected variables on the components of brand loyalty. Finally, the brand loyalty components were used in Structural Equation Modelling (SEM) to develop the model. The results of the study confirmed that brand loyalty for festivals such as Aardklop and Vryfees are multidimensional and consist of satisfaction, affective image, festival experience, loyalty, personal value and cognitive image. Affective image and satisfaction are also major components of visitors’ loyalty towards these festivals. It was furthermore confirmed that variables such as occupation, province of residence, frequency of attendance and home language have an impact on festival visitors’ loyalty. The final objective of this study was to draw conclusions and make recommendations concerning the compilation and implementation of the brand loyalty model for arts festivals. This research makes important contributions theoretically, methodologically and practically. Theoretically, this study is unique since it is one of the first to indicate the role of marketing in enhancing brand loyalty and to analyse various brand loyalty constructs that can be further investigated by future researchers. Methodologically, this study developed a reliable and valid questionnaire for the measurement of brand loyalty in a festival context which can be used by other festivals to determine visitors’ loyalty. In addition, this study investigated distinctive relationships between the festival loyalty constructs and other demographic and festival-related variables. The impact of demographic variables on festival loyalty constructs was also explored. The greatest contribution of this study, however, is its practical contribution by developing a brand loyalty model for arts festivals which can be used by marketers of festivals to create, maintain and increase visitors’ loyalty towards their festivals. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

This diploma thesis is about the tourist area Central Bohemia - South , which belongs to the tourist region Central Bohemia. The main target of this thesis is to evaluate the management organization in this destination, to carry out the study of the primary and secondary tourism offer and also to evaluate the presentation and promotion of this area and introduce proper suggestions and recommendations for improvement of management and promotion. Part of the thesis is also author's own research of preferences of potential visitors, image and the research of attitude of locals to visitors. Also the PEST analysis of this destination was carried out and then was created the list of strenghts and weaknesses of the tourist area and the list of opportunities and threats for the next development of tourism.

Skapandet av en destinations image och varumärke är idag en effektiv positioneringsstrategi. Destinationer lägger fokus på att skapa en attraktiv destination och därmed leverera ett värde till besökaren. Det finns däremot färre empiriska studier om hur samarbetet på en destinationer och hur ett multi-aktörsperspektiv spelar in i att skapa en attraktiv destination och därmed ett starkt varumärke. Det leder studien in på dess forskningsfråga: Hur samarbeten på en destination kan främja destinationsvarumärket? som också kommer besvaras med underfrågor: Hur Destination Management Organisations och aktörer skapar en dynamik och samverkan för att de ska samarbeta gentemot destinationens brand identity? och Hur aktörer förhåller sig till att arbeta gentemot destinationers gemensamma mål samtidigt som de beaktar egna intressen? Syftet med studien är att undersöka hur aktörer i Kalmar samverkar för att skapa en attraktiv destination och stärka dess varumärke, samt att skapa en större förståelse för hur samarbetet fungerar för att stärka varumärket. För att besvara studiens forskningsfråga har en kvalitativ metod använts med en deduktiv ansats. Studien bygger på intervjuer med sju respondenter från områden som anses relevanta för att besvara forskningsfrågan och uppnå syftet. En tematisk analys har genomförts för att se mönster i respondenternas svar. Dessa har sedan tolkats tillsammans med teorier som leder fram till vissa slutsatser. Slutsatser som kunnat dras i studien är att samarbetet på en destination kräver en organisation, möjligen en Destination Management Organisation, som kan samordna aktörerna och främja destinationsvarumärket. Studien har även visat på aktörernas egna vinning och att de fortfarande kan ta egna intressen i beaktning och ändå arbeta för destinationens mål och enhetliga varumärke. / The creation of a destination image and brand is an effective positioning strategy. Destinations focuses on creating an attractive destination and thereby delivering a value to the visitor. There are, fewer empirical studies on how the collaboration on a destination and how a multi-actor perspective plays into creating an attractive destination and thus a strong brand. This leads the thesis into its research question: How collaboration at a destination can promote the destination brand? Which will also be answered with these questions: How does Destination Management Organizations and actors create a dynamic collaboration in order for them to cooperate towards the destination brand identity? and: How actors relate to working towards destinations´ common goals while considering their own interests? The purpose of the thesis is to investigate how actors in Kalmar work together to create an attractive destination and strengthen its brand, and to create an increased understanding of how the collaboration works to strengthen the brand.

The incorporation of consumption-oriented activities into rural space can be observed in the appearance of newly valued rural amenities and the increasing frequency and popularity of culinary tourism destination marketing. In exploring the relationships between local food and culinary tourism, this research sought to better understand the impact of culinary tourism on the production and consumption of local food in Prince Edward County, ON. Interviews revealed that opportunities presented by culinary tourism are a prime motivation for restaurants to engage in the local food system, and that local food producers are less tied to their restaurant linkages than to alternative marketing channels owing to high levels of product substitutability and the opportunity costs associated with direct exchange. Additionally, it was observed that culinary tourism both inherently and paradoxically contributes to expansion of local food systems beyond regional boundaries, giving rise to a discussion on the positioning of local food as an alternative or complementary component to the globalized food system.

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.