La presente tesis tiene por finalidad proponer rutas alternas a través de la identificación de líneas de deseo en el área delimitada por los alrededores de los ejes Av. Primavera, Jr. El Polo y Av. La Encalada, debido a la alta congestión vehicular que se observa en horas pico, identificadas a través de los aforos vehiculares realizados. En primer lugar, se zonifica el área de estudio según su uso de suelo, la delimitación consta de 11 zonas, siendo 6 microzonas y 5 macrozonas. Seguido del aforo vehicular en 5 puntos estratégicos dentro del área en estudio donde existe ingreso de mayor flujo vehicular a la zona. Con la data obtenida en campo se permite cuantificar el número total de encuestas a realizar en cada uno de los 5 puntos de aforo con y se elabora una matriz O-D que es determinante para identificar las líneas de deseo, estas líneas ayuda a identificar los tipos de viaje, tales son los viajes intrazonales, interzonales, viajes de paso y externos. Por lo que, el estudio se centra en los viajes de paso. Estos son aquellos que no necesitan pasar por el área de estudio para llegar a su destino; las encuestas se destinan para cada tipo de vehículo que circula por la zona y también para los peatones. Una vez obtenida la cantidad de encuestas, se plantea el modelo de encuesta a realizar con el objetivo de tener los motivos y los modos de viaje realizados por los usuarios de la vía. Luego, se procede a realizar los trabajos en gabinete, donde se modela en el Software TransCad toda la red vial a escala y se reconoce todos los accesos y salidas de la zona. Al identificar en el software TransCad la línea de deseo con mayor demanda, se plantea el modelo ideal donde se logra desviar los viajes de paso. Los desvíos propuestos son el giro hacia la izquierda en la Av. Angamos hacia la Av. Velazco Astete con salida a la vía de Evitamiento, para los viajes de la zona XX hacia la zona ZZ. Y el cierre del giro en U en la Av. Primavera entre la Av. Encalada y el Jr. El Polo. Finalmente, a través del modelo gravitacional se pudo evaluar condiciones futuras, calibrando los parámetros. Así, se obtiene la generación y atracción de viajes para el año horizonte de planificación en cada una de las zonas definidas. / This thesis aims to propose detours through the identification of lines of desire in the area demarcated by the vicinity of the axes Av. Primavera, Jr. The Polo and Av. The Encalada, due to the high congestion that is observed in peak times that according to the analysis that through the vehicular capacities could be identified. First, the area of study is zoned according to its use of soil, the delimitation consists of 11 zones, being 6 microzones and 5 superzones. Followed by vehicular capacity in the 4 strategic points established where there is entry of greater vehicular flow to the area. With the data obtained in field allows us to quantify the total number of surveys to be carried out at each gauging point and elaborates a matrix O-D that is determinant for the identification and the lines of desire, these lines will not help to identify Ar the types of travel so we will focus on passing trips, these are those who do not need to pass through the study area to reach their destination; The surveys are destined for every type of vehicle that circulates in the area and also for pedestrians. Once the number of surveys has been obtained, the model of the survey to be carried out with the objective of having the reasons and the modes of travel made by the users of the track is raised. Then, work is done in the cabinet, which will model in the Software TransCad the entire road network to scale and recognize all access and exits of the area. The TRANSCAD will identify the line of desire with the highest demand, and the ideal model where it manages to divert the passing of passages. The possible deviations proposed will be the left turn in Av. Angamos towards Av. Velazco Astete with Exit to the bypass, for trips from the XX zone to the ZZ area. And the closing of the U-turn on Av. Primavera between Av. Encalada and Jr. The pole. Finally, through the gravitational model you can evaluate future conditions, calibrating the parameters. And get the generation and attraction of travel for the year horizon planning in each of the defined areas. / Tesis

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.

Denna studie syftar till att undersöka värdet av en plats och hur det kan påverka lokalbefolkningens inställning till storskalig turismutveckling och nyetablering. För att besvara syftet har naturområdet Skutberget i Karlstad valts ut och etableringen av Muminvärlden utifrån frågeställningarna: Hur värderas naturområdet Skutberget som plats? samt Vad har invånarna för inställning till etableringen av en Muminvärld på Skutberget? I studien testades även fyra olika hypoteser där hypotes 1 och 2 ämnar besvara frågeställning 1 medan hypotes 3 och 4 kopplar an till frågeställning 2. Studien grundar sig på följande fyra teman: värdet av en plats, planeringsperspektiv, friluftsliv samt destinationsutveckling. Dessa teman utgör också studiens teoretiska ramverk. Studien har använt sig av en kvantitativ metod där en enkätstudie har varit det valda tillvägagångssättet för insamling av data och kritisk realism är studiens vetenskapsteoretiska förhållningssätt. Utifrån hypoteserna har enkäten strukturerats i verktyget Survey & Report och den insamlade data sedan har analyserats i SPSS för att komma fram till ett resultat. Resultatet visar tydligt på att Skutberget som plats har ett stort värde för Karlstads invånare och att det råder en skepticism mot etableringen av Muminvärlden. Detta diskuteras närmare i analyskapitlet som sedan övergår i en slutsats med förslag till framtida forskning. / The purpose of this essay is to study the value of a place and how it can affect the local residents’ attitudes towards a large-scale tourism development and a new establishment. To fulfill the purpose, the nature area Skutberget in Karlstad Sweden, has been selected and the establishment of the Moomin inspired theme park. The questions for this study to answer is: How is the nature area Skutberget valued as a place? and What are the local residents’ attitude towards establishing a Moomin inspired theme park at Skutberget? The study also tested four different hypotheses in which hypothesis 1 and 2 intend to answer question 1, while hypothesis 3 and 4 relate to question 2. The study is structured with topics as: the value of a place, the planning perspective, outdoor life and destination development. These themes also form this study’s theoretical framework. The study has used a quantitative method where a questionnaire was chosen as a method for data collection and the study is based on the notion of critical realism. The survey has been constructed in Survey & Report and the collected data has been analyzed in SPSS to compile the results. The results clearly show that Skutberget has a great value for the local residents’ and that there is a skepticism towards the establishment of the Moomin inspired theme park. This is discussed in more details in the analysis chapter, and to conclude the study discusses conclusions with suggestions for further research.

Seasonality as a typical feature of tourism - case study: Kryštofovo Údolí Abstract The diploma thesis examines the issue of the seasonality of tourism. The first goal was to contribute to the discussion of the seasonality of tourism in the context of sustainable tourism and the impacts of the Covid-19 pandemic on tourism. The theoretical framework is based on Czech and foreign professional literature. The second goal was to create a proposal for an off- season offer for a selected model area - Kryštofovo Údolí in the Liberec Region. The village can be proud of the unprecedented Novinský viaduct, the all-wooden church of St. Christopher from the 17th century, an astronomical clock, the Museum of Nativity Scenes, natural attractions, and the conservation zone, which was established mainly thanks to half-timbered cottages. The specific of the village is also a pedestal, a historical type of house construction, which is not commonly seen outside the Czech-Polish-German border area (Trojzemí). In order to accomplish the second goal, it was necessary to anchor the characteristics of the area in terms of tourism and also in general on the basis of many diverse sources. It was necessary to carry out controlled and structured interviews with visitors of the village, the local mayor, and local residents, who do or...

The thesis briefly defines basic concepts of the basic landmarks and distribution. Options owners of historic buildings, their rights and obligations. Outlines the options are and what support may be listed structures by the State of the European Union and by various endowment funds for recovery and subsequent use for the future and future generations. Analyzes aspects of the approach to the use of selected monuments.

Perceptions and attitudes can have a major impact on the motivations for countryside people to visit city destinations as tourists. The findings from this study present the two major motivations; extraordinary experiences and travelling for specific events, along with several further aspects, which motivate people in the countryside to visit cities. However, the motivations can change over time and are not necessarily the same for each visit, thus, the motivations are essential for the decision-making process, travel intentions, as well as meeting the personal wants and needs when travelling. But still, to research the motivations for countryside people to visit city destinations as tourists, it is important to learn their travel behaviour and understand their perceptions and attitudes toward cities, as these aspects have a major impact on the decision-making process, frequency of travel, and choice of destinations. Although, other perspectives impact the decision-making process as well, such as destination image, travel distance, transport, accessibility, economy, and time availability. This indicates that people who live in the countryside tend to travel to cities only for a shorter amount of time, such as weekends or long-weekends, to experience something they cannot in their everyday life, which in turn can feel luxurious. Therefore, the majority of the countryside people associate cities with positive experiences, but the general associations with cities are negative, due to the fact that they would not choose to stay here for longer than their travel intentions.    The purpose of this research is to investigate the motivations of people who live in the countryside to visit city destinations as tourists, study their perceptions and attitudes toward cities and how this impacts their decision-making process and general perspectives of cities. Interviews with 30 people who currently live in the countryside will support the research and answer the research questions, to provide results and connect this back to previous research, which have helped to support the results of this study as well. Suggestions are made for further research on this topic or similar aspects, which can help to improve the understanding of the countryside people’s travel behaviour. As a major theme in the tourism industry is to learn and understand the tourist and the travel behaviours, it is important to do so from all aspects, which could benefit both the traveller, suppliers and further research. The perspectives that have been investigated in this study, have not been researched before, and therefore, it may provide for new opportunities and knowledge about the topic that could benefit future research. Furthermore, future research can help to support the results and knowledge contribution from this research, providing similar results, and improve knowledge about city tourism in the future.

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El objetivo de la presente investigación es analizar la apropiación de elementos identitarios en la construcción de los códigos visuales de la marca destino Arequipa. Se parte de la hipótesis que esta marca se apropió de elementos identitarios locales para construir códigos visuales alusivos a la cultura y geografía, que se plasman de manera sintetizada gráficamente en el logotipo. Esta investigación se centró en el análisis visual de las piezas gráficas y los elementos de identidad visual que en conjunto componen a la marca destino Arequipa. Asimismo, los resultados que se obtuvieron a través del análisis descriptivo se complementaron con entrevistas a informantes clave. Entre los principales resultados se identificó que la apelación a elementos identitarios para representar la cultura y los atributos de un territorio es fundamental para construir el discurso de marca. Por otro lado, se encontró que el papel de la síntesis de los códigos visuales que representan elementos identitarios de un territorio permite captar el interés del público objetivo y expresar las particularidades del territorio. Se concluyó que la marca destino Arequipa realiza una apropiación de elementos identitarios a través de la apelación de los mismos para expresar las particularidades y atributos de la región a través de su marca. Además, se mostró que el proceso que pasa un elemento identitario para convertirse en un código visual es a través de la reinterpretación de su significado para que este último sea plasmado a nivel de síntesis visual. / The objective of this research is to analyze the appropriation of identity elements in the construction of the visual codes of the destination brand Arequipa. It is based on the hypothesis that this brand appropriated local identity elements to build visual codes allusive to culture and geography, which are graphically synthesized in the logo. This research focused on the visual analysis of the graphic pieces and the elements of visual identity that together make up the Arequipa destination brand. Likewise, the results obtained through the descriptive analysis were complemented with interviews with key informants. Among the main results, it was identified that the appeal to identity elements to represent the culture and attributes of a territory is essential to build the brand discourse. On the other hand, it was found that the role of the synthesis of visual codes that represent identity elements of a territory is fundamental to capture the interest of the target audience and express the particularities of the territory. It was concluded that the Arequipa destination brand appropriates identity elements through their appeal to express the particularities and attributes of the region through its brand. In addition, it was shown that the process that an identity element goes through to become a visual code is through the reinterpretation of its meaning so that the latter is reflected at the level of visual synthesis. / Trabajo de investigación

This study aims to create a greater understanding of how mega-sports events can be used as a means of nation branding to influence the destination image and travel intention of the host nation. In this thesis, the authors, through a deductive approach and a quantitative research strategy, conducted a survey of Swedish people interested in sports. The Statistical Package for Social Sciences (SPSS) program was used to process the collected quantitative data from the questionnaire. The empirical results of the thesis were analyzed with previous research to strengthen the study. The result of the study shows that mega-sports events can be a pull-factor for tourist’s travel intentions and mega-sports events can also be used as a means for nation branding. Furthermore, the study shows that interest in sports functions as a push-factor when traveling, for Swedish people interested in sports. However, the effects of nation branding on the destination image and travel intentions vary, and largely depend on whether people have visited the event or not. Media surrounding a mega-sport event also has an impact, as do the host countries' geographical and cultural differences to the targeted market. Differences in the empirical result mean that it is not possible to draw conclusions about how mega-sports events affect the destination picture.

M. Tech. (Department of Tourism and Hospitality Management, Faculty of Human Sciences) Vaal University of Technology. / Tourism is regarded as a global phenomenon in the 21st Century and is the world’s largest and fastest growing industry. Many countries globally look at tourism as a key driver for economic growth and rescue to their economic slumber (Brida, Lanzilotta, Moreno & Santiñaque 2018:62). In South Africa, tourism contributed immensely to total employment and economic activity in the country and the government sees this industry as a great resource, the country’s strategy for expansion and a possible vehicle to take South Africa into a new economic trajectory. The National Department of Tourism developed the National Tourism Sector Strategy (NTSS 2016-2026) to facilitate the growth of this industry. As a result, direct tourism performance is measured on an ongoing basis against the goals set for South Africa of which two of the performance measures are length of stay and direct spend (NTSS 2019). These two are important because if visitors stay for longer periods at a destination, their spending increases as they partake in more tourism activities and pay for accommodation. This in turn increases the value attached to tourism as an engine for economic growth (SA Tourism 2007:59). Tourists’ spending and length of stay are therefore very important variables in the tourism industry as they contribute immensely to the economic value of tourism to specific destinations (Wong, Fong, & Law, 2016:958; Wang, Fong, Law & Fang 2018:472; Montañoa, Rossellób & Sansób 2019:112). Length of stay and average spend per day by tourists are fluctuating for South Africa as a tourism destination (SAT 2009-2018). The growth of both these variables has also been small over a period of ten years. These fluctuations and slow growth exert pressure on the tourism industry (SAT 2005-2018) and therefore annually form part of the strategic objectives of the National Department of Tourism (NTSS 2019). An in-depth analysis of these two variables is lacking and understanding the factors influencing these two variables within a South African context is of paramount importance to improving the economic value of tourism to the country. Although the factors influencing the two variables have been widely researched, these cannot be stereotyped to all destinations as they are destination specific (Barros & Machado 2010:693; Gemara & Correiab 2018:56) and these have not been analysed in the context of South Africa as a tourism destination. Though fluctuating patterns and slow growth on tourists’ length of stay and spending in South Africa is evident and is a cause of concern, the real problem here is lack of in-depth information on factors which influence these two key variables from a South African perspective. Even though South African Tourism have placed length of stay and spending of tourists as key strategic variables that need to be closely monitored and improved it needs action from the South African context. Once these factors are known, only then can South African Tourism be able to condition them positively for the benefit of the country’s economy. This research therefore sought to explore the factors influencing the stay duration and spending behaviour of international air tourists to South Africa and how these factors can be developed to increase tourists’ length of stay and spending in South Africa. Hence the aim of this research was to identify and analyse factors that influence length of stay and spending behaviour of international tourists reaching South Africa by air and in both cases, attention was given to the intrinsic and extrinsic contributing factors. Literature was reviewed on tourists’ travel behaviour by means of an in-depth discussion of travel motivations in general and travel motivations to South Africa specifically, tourists’ decision-making process, type of holiday decisions tourists makes, and the factors that influence these tourists’ decisions. The composition of the total tourism product was also analysed as this has an influence on tourists’ travel behaviour. This was followed by a comprehensive analysis of literature concerning tourists’ spending behaviour and visitors’ length of stay, which form the pith of this study. The analysis focused on the definition of concepts such as tourists’ length of stay and spending behaviour, the importance of length of stay and spending behaviour of tourists in tourism, how tourism spending is measured, how tourism expenditure data is gathered, what constitutes tourism spending/expenditure and lastly the factors which influence tourists’ length of stay and spending behaviour. A quantitative paradigm in the form of a sample survey was used in conducting this research. This research follows a cross-sectional design (exploratory and descriptive in nature at the same time) which involves the collection of data on more than one case and at a single point in time. The target population of this study comprised international tourists who visited South Africa by air. These visitors were accessed at one of the top tourist attractions in Cape Town (one of the most popular cities for international tourists) namely Table Mountain Cable Way. Table Mountain was selected as a data collection hub as it enjoys the lion’s share of South Africa’s international tourist arrivals. According to the Table Mountain Aerial Cableway Company (TMACC2014:11), Table Mountain was named Africa’s leading tourist attraction in the World Travel Awards 2014 which makes it possible to pull many international tourists to the country of South Africa. Guided by previous similar studies, the sample size for this study was predetermined at 800 respondents of which 720 were completed without error signifying a response rate of 90%. A non-probability sampling technique namely convenience sampling was chosen for this survey as no list was available on who would be visiting the Table Mountain Arial Cable Way. The 800 international tourists were therefore purposively (only international visitors) and conveniently recruited depending on their willingness to participate in the research project; thus, a non-probability sampling technique was followed. Through the researcher distributing the questionnaire in person and using own judgement, a diverse range of nationalities, age groups and gender was included in the sample for it to be a close representation of all the visitors to South Africa as well as of the phenomenon under investigation. The questionnaire was designed and used to obtain detailed data on travel motivations, spending patterns and length of stay of the international air tourist market to South Africa. The questionnaire was designed from previous studies related to the above key variables and this added to the content validity of the questionnaire. A pre-test study was conducted by means of 10 survey questionnaires administered to academic experts at a University who had travelled abroad, and this added to the face validity of the questionnaire. The Statistical Package for the Social Sciences (SPSS) version 23.0 for Windows was used to analyse the data and data gathered was presented by means of frequency tables and analytically described, subjected to exploratory factor analysis, one-way analysis of variances (ANOVA), t-tests, and Spearman’s rank order correlation analysis to establish the relationships between variables. Based on the empirical findings of this research project it is concluded that more males than females participated in this research and on average the age of the participants is 41 years, mostly married people and mainly staying in hotels and lodges. A variety of nationalities participated in this research but most of the respondents were from USA, UK followed by a huge margin from Germany, Netherlands and Australia, a profile which matches that of typical visitors to South Africa and were holders of a degree or diploma, followed by those with a postgraduate qualification with the majority being professionals followed by those in managerial positions. Most of the respondents to the study were first-time visitors to South Africa, travelling in a group of 3 or less people, and the average number of people in the travel group was 4 people and the average number of previous visits to South Africa was 1.68 times. Many of the respondents to this study travelled to South Africa mainly for holiday/leisure mostly to enjoy the natural attractions of South Africa since they placed high importance on appreciation of natural resources, enjoyment of beautiful scenery and sightseeing of tourist spots as important travel motivators. Most of the respondents to this study stayed on average 16.42 days which is higher than the annual average length of stay of international tourists. This information is very important from a marketing perspective as it helps in the profiling of tourists, targeting, tourism product development and positioning. Of importance as well is the fact that that the bigger the travel group the higher their spending will be. The most important aspects directly and significantly influencing length of stay were time constraints, the location of South Africa and financial constraints. It can be concluded that length of stay, availability of time to shop and respondents’ experience as a tourist directly and significantly contributes to visitor spending while interaction with the locals does not. The main travel motivations of international tourists to South Africa were Relaxation and Novelty, Social motivations, Cultural and heritage motivations, Personal Motivations and Destination motivations, of which Relaxation and Novelty and Cultural and Heritage motivations were rated high as travel motivations of tourists to South Africa. The main factors influencing length of stay of the respondents to this study were Personal experience, Access attributes, Destination attributes and Personal constraints. Of these factors, personal constraints and destination attributes ranked the highest as influencers of tourists’ length of stay. The respondents’ length of stay was least influenced by access attributes. The main factors influencing tourist spending patterns as determined by the factor analysis were: “Access and opportunity”, “Time availability” and “External influences”. Tourists’ spending was to a larger extent influenced by time availability followed by access and opportunity but least affected by external influences. The recommendations to increase length of stay and spending of inbound air tourists to South Africa made in this study are specific to South Africa as they were derived from a deep exploration of factors that influence air tourists’ length of stay and spending behaviour to South Africa. If South African Tourism, tourism industry associations and business owners implement these recommendations, this will improve both stay duration and spending of inbound air tourists to South Africa which has been fluctuating and showing slow growth. The recommendations most importantly add to literature that was lacking from a South African perspective on how length of stay and spending can be positively influenced for inbound air tourists to South Africa. The recommendations are as follows: South African Tourism, various industry associations (FEDHASA, ASATA, GHASA, RASA, SATSA), tour operators and travel agents, individual tourism and hospitality business companies that offer tourism products and services to inbound air tourists should take into consideration that length of stay is inhibited by personal constraints. It is thus important to offer value for money to the tourists. Continuous creative marketing strategies should be employed to attract long staying tourists to this country. South African Tourism, tourism business owners and industry associations should utilise new approaches and strategies that provides information about diverse range of attractions, spending opportunities and facilitate easy access as these are important to tourists who stay longer. Tourists’ personal experiences have a significant influence on tourists’ decisions to stay for longer periods hence South African Tourism and respective industry associations should offer thorough training to tourism and hospitality product/service providers and employees to enhance quality interaction with the visitors as this has a significant influence on the tourists’ decisions to stay longer in South Africa. Tourists that have been to South Africa before were influenced by personal experiences to stay for longer periods while the older and higher educated tourists were less influenced by the length of stay factors owing to their experience and confidence of what they want from a holiday in South Africa. South African Tourism, industry associations and tourism business owners should therefore target repeat visitors and the old, educated tourist market as they tend to stay for longer periods thus adding to the economic returns through their prolonged spending. Tourists that travel in larger groups are influenced by personal constraints, namely time and money; hence creating opportunities for value packages by tourism business owners in conjunction with wholesale and retail travel companies will ensure that this market stays longer in South Africa. Since destination attributes have proven to significantly influence length of stay of international tourists to South Africa, South Africa Tourism needs to create awareness on tourism opportunities that are not fully realised. This will increase tourists’ knowledge of the wide variety of activities and attractions to see in South Africa; hence they will budget long enough time to enjoy these products. Since spending patterns of tourists are influenced by time availability, if tourists stay longer, they will have enough time to shop and to experience destination products and services; hence their spending will rise. It is important to improve the environment related to Access and opportunity, Time availability and External influences as these factors influence how much tourists spend in the destination visited. The most important aspect to give attention to in order increase tourists’ spending is time availability. Opportunities should be created for tourists to spend money, which should be communicated on various platforms. South African Businesses that offer shopping opportunities (especially in shopping malls) should extend shopping hours late in the evening to allow tourists time to shop but safety and security should be geared up. Most of the tours do not always offer ample time for shopping and this should be communicated to the tour operators as it will also assist the local economy to grow.