Turistindustrin är en viktig industri ur ett ekonomiskt perspektiv samtidigt som den är mycket sårbar för negativa händelser som sker runt om i världen. Då information och nyheter sprids snabbare än någonsin, på grund av den enkelhet som finns att ta till sig information, är det lätt att destinationers image påverkas av det som förmedlas via media. Föreliggande studie fokuserar därmed på att, ur ett producentperspektiv, försöka kartlägga på vilket sätt som destinationers image påverkas av negativ nyhetsrapportering. Detta görs genom att erhålla en förståelse kring vad det är som gör att en image förändras. Samtidigt ligger ett fokus på att försöka förstå om olika strategier tillämpas av researrangörer för att förändra destinationers image samt om de arbetar med att hantera medias påverkan på destinationers image. Det med ambitionen att erhålla en kunskap kring vad som kan göras för att minska att resmönster påverkas i lika stor utsträckning som det gör idag.   För att göra detta fokuserar studien på följande forskningsfrågor:   <ul type="disc">Hur påverkas destinationers image av negativ nyhetsrapportering? Finns det några strategier som researrangörerna tillämpar för att förändra en destinations image och i så fall vilka?   De slutsatser som studien kommer fram till är följande:   <ul type="disc">Destinationer påverkas av negativ nyhetsrapportering till följd av att personer påverkas av det media rapporterar om. Destinationer påverkas i olika utsträckning beroende på dess internationella status, geografiska läge, resenärernas familjära känsla gentemot platsen samt själva händelsens karaktär. Alla individer påverkas olika av massmedias rapportering, beroende på tidigare erfarenheter och kunskap om platsen. Alla kriser och händelser kräver olika strategier, både storleksmässigt och beroende på vad för typ av händelse som inträffat. Researrangörer hjälper destinationer under en kortsiktig period men under ett längre perspektiv så anpassar sig researrangörerna främst till efterfrågan på marknaden. Det är en skör balansgång vad gäller att tillämpa externa aktörer vid arbetet med att förändra destinationers image. Baserad på situation tilltas olika marknadsföringsstrategier i form av kampanjer, annonser och rabatter, vilket kortsiktigt kan påverka att försäljningen ökar och resmönster påverkas. Ansvaret ligger hos oss människor hur vi erhåller rätt information via rätt kanaler som följaktligen påverkar våra uppfattningar och därmed destinationers image. / The tourist industry is important to the industry economically. But at the same time it is very vulnerable to negative happenings and events from around the world. Since information and news is spreading faster than ever before, and due to the simplicity there now is to take parts of the information about a destination, it is easy for the destinations image to be affected badly by what is being mediated throughout the media. This study therefore aims to map out in what ways destinations images are affected by negative news, reporting through a producer perspective. This is done by examining what there is that makes an image change. At the same time this study focuses on trying to understand if different strategies are being used by tour operators in order to change the image of destinations and if they are trying to handle the media's effect on such image. Therefore the ambition is to gain knowledge about what can be done to minimize the effect media has on travel patterns and reduce the extent there is today.   In order to do this, the following study focuses on these two research questions:   How is destinations images affected by negative news reports? Are there any strategies that travel agencies apply in order to change destination images, and in that case which?   The conclusions that can be drawn are following:   Destinations are affected by negative news reports because people are affected by media reportings. Destinations are affected to various degrees depending on its international status, geographical location, travelers' family feelings towards the place and the nature of the event itself. All individuals are affected differently by the media reportings, depending on previous experience and knowledge of the site. All crises and events require different strategies, both in size and depending on what type of event that has occurred. Tour operators help destinations in the short term rather than the longer term perspective, as tour operators adapt primarily to market demand. It is a tough balance in terms of applying external factors in the process of changing the image of destinations. Based on situation, different marketing strategies are used in the form of campaigns, ads and discounts, which can shortly affect sales and travel patterns. The responsibility lies on each individual and how we get the right information through the right channels, which consequently affects our perceptions and thus the image of destinations.

Syfte: Syftet med denna uppsats är att undersöka hur företag inom besöksnäringen i Stockholms skärgård samarbetar och om samarbete kan leda till längre säsonger. Samt huruvida de statligt finansierade utvecklingsprojekten i skärgården bidragit till längre säsonger enligt de undersökta företagen. Metod: I denna studie har en kvalitativ metod i form av semi-strukturerade intervjuer används för insamling av empiri. Sex företag på två skärgårdsöar har intervjuats och används som empiriskt huvudmaterial men även en intervju som gjorts med Värmdö kommun har fått ligga till grund för en del av det empiriska materialet. Slutsatser: Det har under studien framkommit att samarbete mellan lokala aktörer är en viktig del i utvecklingen av destinationen. Samarbetet är inte bara en del i utvecklingen utan kan också vara en hjälp till att förlänga säsongerna. Utvecklingsprojekten har enligt företagarna som intervjuats ej gynnat dem. Det framgår att företagarna anser att det är de själva som måste jobba hårt om de ska se någon förändring. / Purpose: The purpose of this paper is to investigate how companies in the tourism industry in the Stockholm archipelago cooperate and whether cooperation can lead to longer seasons. As well as if the state-funded development projects in the archipelago have contributed to longer seasons according to the investigated companies. Methodology: In this study, a qualitative method in the form of semi-structured interviews has been used for the gathering of empirical data. Six companies on two archipelago islands have been interviewed and used as main empirical material, but an interview with Värmdö municipality has also formed the basis for some of the empirical material. Conclusions: During this study, it has been found that cooperation between local actors is an important part of the development of the destination. Not only is the cooperation a part of the destination development, it can also help extend the season. According to the interviewees, the development projects have not benefited them. It is apparent that the entrepreneurs believe that they themselves that must work hard for any change to happen.

<p>Our world is becoming increasingly complex, and is rapidly changingwith distances being reduced. Societies today are also in atransition from traditional production industries to increasingreliance on communication, consumption, services and experience. Asone of these emerging ‘new industries’, tourism is part of thismovement. Globalisation also makes further development of tourismpossible through, amongst other things, the spreading of languages;the development of low-cost carriers; international monetary systems;telecommunications and other technological innovations. Tourismcontributes to the globalisation of society and at the same time is aproduct of it. This is confirmed by complexity theories that stressthe systematic and dynamic nature of globalisation and theinterdependence of the global and the local. Hence, in this thesis,it is argued that acknowledging the complexity of tourism isnecessary for understanding tourism development, and more knowledgeabout tourism also leads to greater knowledge of our society.</p><p>The main aim of this thesis is to understand the complexity of localand regional tourist destination development, by exploring social andcultural factors that influence this development. In order to fulfilthis aim, analysis has been conducted at three different levels:places, projects and people. More specifically, by examining placesand how they develop as destinations; investigating the structure of,and processes within, groups and networks important for destinationdevelopment and by exploring the roles, resources and attitudes ofenterprising people who are seen as key for development. The thesisis based on a research project including three studies of tourismdestinations and projects in Northern Sweden and Scotland.</p><p>The social and cultural factors connected to tourism development arein turn part of learning processes, which in this thesis are seen asfundamental mechanisms for processes of development. A frameworkcalled ‘Learning Destinations’ is introduced that demonstrates howimportant social and cultural factors manifest themselves at each ofthe three levels: places, projects and people. History and heritageand rationales are the main cultural factors discussed, whilstinteraction and boundaries are prominent social factors found toinfluence tourism development. It is suggested that the framework of‘Learning Destinations’ may serve as a tool for understanding thecomplexity of local and regional tourism development.</p>

Our world is becoming increasingly complex, and is rapidly changingwith distances being reduced. Societies today are also in atransition from traditional production industries to increasingreliance on communication, consumption, services and experience. Asone of these emerging ‘new industries’, tourism is part of thismovement. Globalisation also makes further development of tourismpossible through, amongst other things, the spreading of languages;the development of low-cost carriers; international monetary systems;telecommunications and other technological innovations. Tourismcontributes to the globalisation of society and at the same time is aproduct of it. This is confirmed by complexity theories that stressthe systematic and dynamic nature of globalisation and theinterdependence of the global and the local. Hence, in this thesis,it is argued that acknowledging the complexity of tourism isnecessary for understanding tourism development, and more knowledgeabout tourism also leads to greater knowledge of our society. The main aim of this thesis is to understand the complexity of localand regional tourist destination development, by exploring social andcultural factors that influence this development. In order to fulfilthis aim, analysis has been conducted at three different levels:places, projects and people. More specifically, by examining placesand how they develop as destinations; investigating the structure of,and processes within, groups and networks important for destinationdevelopment and by exploring the roles, resources and attitudes ofenterprising people who are seen as key for development. The thesisis based on a research project including three studies of tourismdestinations and projects in Northern Sweden and Scotland. The social and cultural factors connected to tourism development arein turn part of learning processes, which in this thesis are seen asfundamental mechanisms for processes of development. A frameworkcalled ‘Learning Destinations’ is introduced that demonstrates howimportant social and cultural factors manifest themselves at each ofthe three levels: places, projects and people. History and heritageand rationales are the main cultural factors discussed, whilstinteraction and boundaries are prominent social factors found toinfluence tourism development. It is suggested that the framework of‘Learning Destinations’ may serve as a tool for understanding thecomplexity of local and regional tourism development.