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.

<p>Tourism is an important source of economic growth for destinations, which is why the interest for destination branding has grown in recent years. Meanwhile, Destination Marketing Organisations (DMOs) often struggle to promote their destination successfully. For instance, many stakeholders influence the perception of a destination and therefore it is difficult to create a coherent image. Some destinations have a more successful destination branding, which not only depends on their marketing methods but also the pre-requisites of the city. Hence, destination branding is a complex process where there is no standard solution. Therefore, three different destinations are used as a basis for the thesis; Brussels, Istanbul and Stuttgart. What can be learned from the marketing methods in these destinations? The purpose of this thesis is to examine the current market position of Brussels, Istanbul and Stuttgart as tourist destinations and their marketing strategies and methods used to promote the destinations. We will identify general recommendations on how to improve the destination branding, and propose specific recommendations to selected DMOs in the destinations.</p><p>Through the use of specific descriptive criteria, such as unique selling points (USPs), image and marketing channels, as well as the conducting of interviews with employees in higher administrative positions within the selected DMOs, the thesis aims at providing the reader with a deeper knowledge in the field of destination branding. The Tourist Area Lifecycle Model was used to analyse the destinations to understand their situation today and future possibilities and challenges in marketing the cities as tourist destinations. Moreover, the concepts of comparative and competitive advantages and the integrative model by Ritchie and Croutch was used to discuss the competitiveness of the destinations. The research shows that DMOs face problems, such as the lack of a coherent image, common goals, the coordination of activities between DMOs in different levels and cooperation between different stakeholders. These are areas that need attention from the DMOs in order to achieve successful destination branding and are included in the conclusion, which helps DMOs to improve their marketing methods in order to achieve success in the promotion of their destination.</p>

Tourism is an important source of economic growth for destinations, which is why the interest for destination branding has grown in recent years. Meanwhile, Destination Marketing Organisations (DMOs) often struggle to promote their destination successfully. For instance, many stakeholders influence the perception of a destination and therefore it is difficult to create a coherent image. Some destinations have a more successful destination branding, which not only depends on their marketing methods but also the pre-requisites of the city. Hence, destination branding is a complex process where there is no standard solution. Therefore, three different destinations are used as a basis for the thesis; Brussels, Istanbul and Stuttgart. What can be learned from the marketing methods in these destinations? The purpose of this thesis is to examine the current market position of Brussels, Istanbul and Stuttgart as tourist destinations and their marketing strategies and methods used to promote the destinations. We will identify general recommendations on how to improve the destination branding, and propose specific recommendations to selected DMOs in the destinations. Through the use of specific descriptive criteria, such as unique selling points (USPs), image and marketing channels, as well as the conducting of interviews with employees in higher administrative positions within the selected DMOs, the thesis aims at providing the reader with a deeper knowledge in the field of destination branding. The Tourist Area Lifecycle Model was used to analyse the destinations to understand their situation today and future possibilities and challenges in marketing the cities as tourist destinations. Moreover, the concepts of comparative and competitive advantages and the integrative model by Ritchie and Croutch was used to discuss the competitiveness of the destinations. The research shows that DMOs face problems, such as the lack of a coherent image, common goals, the coordination of activities between DMOs in different levels and cooperation between different stakeholders. These are areas that need attention from the DMOs in order to achieve successful destination branding and are included in the conclusion, which helps DMOs to improve their marketing methods in order to achieve success in the promotion of their destination.

Hur blir turism framgångsrikt och långsiktigt hållbart? Turismen kan bidra till en positiv utveckling för en destination visar forskning, men också utmaningar och negativ påverkan på platsen. Besöksnäringen i Sverige beskrivs som en viktig länk mellan stad och landsbygd. För att sträva efter en hållbar utveckling på en destination inom turism behöver samarbete mellan myndigheter och lokala aktörer finnas och fungera. Gemensamma utvecklingsprocesser och samverkan mellan olika aktörer på olika nivåer beskrivs som avgörande i den här processen. Tidigare forskning på området beskriver vikten av samverkan inom en destination för utveckling av turism, som en del i att nå hållbar destinationsutveckling. Samt vikten av involvering från besöksnäringsföretag som verkar inom destinationen. Den här studien strävar efter att bidra till att fylla en kunskapslucka som anses finnas i förståelse kring hur organisationer, som stöttar besöksnäringsföretag och arbetar med destinationsutveckling, upplever att det teoretiskt viktiga aspekterna kring samverkan fungerar i praktiken. Studien fokuserar på styrande organisationer i Jämtlands län. Ett teoretiskt ramverk används som visar på tidigare forskning kring hållbar destinationsutveckling, samverkan och turismstyrning. Ett kvalitativt angreppssätt används bestående av semistrukturerade intervjuer med ett målinriktat urval av personer som arbetar på de typer av organisationer som tidigare nämnts. / <p>2021-06-07</p>

IKEA is a brand that is known around the world and because it features many markers in their products, operations, and marketing that showcase its country of origin, Sweden has gained worldwide recognition simultaneously. The tourism industry could benefit from this positive image that Sweden has gained through IKEA’s popularity, by marketing themselves among the brand’s consumers using that positive image. Recently, Visit Sweden, the national DMO of the said country, has developed the campaign ‘Discover the Originals’ that responds to IKEA’s link with Sweden and tries to include tourism in that image among consumers. This quantitative study aims to see whether such campaigns that respond to the product-country image of private companies are effective in impacting the travel intention of the companies’ consumers. The first research question aims to find out the impact of IKEA’s product-country image on the intention of Belgian IKEA customers to travel to Sweden. This will be analysed by interpreting the correlation between brand image and country image as the independent variable and travel intention as the dependent variable. The second research question on the other hand will evaluate whether the ‘Discover the Originals’ campaign that is developed by Visit Sweden to respond to IKEA’s strong relationship with its country of origin, is increasing intention to travel to Sweden. The study confirms the applicability of previous research on the specific case of Belgian IKEA customers, given that the positive product-country image of IKEA on other foreign markets was already supported. Using the results of an online questionnaire that was distributed in relevant Facebook groups with members that were residing in cities spread over Belgium, analyses were made and interpreted. This delivered results that are aligned with the findings from existing literature. Positive product-country image impacts visit intentions after being exposed to the campaign, which indicates that the campaign is in particular valuable when targeting IKEA customers as brand familiarity and -image play an important role in how the audience reacts to it. These results reveal the opportunity for DMOs and private companies to work together and strengthen each other’s brands while contributing to the further development of the country as a tourist destination.

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.

La plupart des maladies humaines ont une étiologie complexe avec des facteurs génétiques et environnementaux qui interagissent. Utiliser des phénotypes corrélés peut augmenter la puissance de détection de locus de trait quantitatif. Ce travail propose d’évaluer différentes approches d’analyse bivariée pour des traits corrélés en utilisantl’information apportée par les marqueurs au niveau de la liaison et de l’association. Legain relatif de ces approches est comparé aux analyses univariées. Ce travail a étéappliqué à la variation de la densité osseuse à deux sites squelettiques dans une cohorted’hommes sélectionnés pour des valeurs phénotypiques extrêmes. Nos résultats montrentl’intérêt d’utiliser des approches bivariées en particulier pour l’analyse d’association. Parailleurs, dans le cadre du groupe de travail GAW16, nous avons comparé lesperformances relatives de trois méthodes d’association dans des données familiales. / The majority of complex diseases in humans are likely determined by both genetic andenvironmental factors. Using correlated phenotypes may increase the power to map theunderlying Quantitative Trait Loci (QTLs). This work aims to evaluate and compare theperformance of bivariate methods for detecting QTLs in correlated phenotypes by linkageand association analyses. We applied these methods to data on Bone Mineral Density(BMD) variation, measured at the two skeletal sites, in a sample of males selected forextreme trait values. Our results demonstrate the relative gain, in particular for associationanalysis, of bivariate approaches when compared to univariate analyses. Finally, we studythe performances of association methods to detect QTLs in the GAW16 simulated familydata.

Le développement des TIC et les innovations numériques qui en découlent ont radicalement changé le comportement des consommateurs. Les organisations s’adaptent à ces changements en transformant leurs pratiques. L’objet de cette recherche est l’innovativité Web comprise comme la capacité des organisations à adopter les innovations Web. La recherche interroge les pratiques d’adaptation des organisations en faveur du numérique : Comment piloter le changement numérique dans les organisations ? Le champ de recherche porte sur les Organismes de Gestion de Destination Touristique (OGD) qui ont la responsabilité du management du tourisme sur leur territoire de compétence. Cette thèse s’articule en deux parties. La première partie se focalise sur la mesure de l’innovativité des sites Web des OGD. Une grille d’analyse de l’innovativité est proposée et les méthodes de l’Aide Multi-Critères à la Décision (AMCD) sont employées afin d’évaluer la performance relative des sites Web de 30 OGD français. La logique du benchmarking est adoptée. Les résultats hétérogènes de cette approche quantitative nous poussent à chercher dans un second temps les facteurs explicatifs de l’innovativité. Pourquoi certains OGD sont-ils plus innovants que d’autres ? Quels sont les facteurs qui facilitent l’adoption des innovations Web par les OGD ? A cet égard, notre seconde partie traite des facteurs d’adoption des innovations Web dans les organisations. Une analogie entre PME et OGD est proposé afin d’identifier théoriquement les facteurs d’adoption des innovations Web. La méthodologie de recherche retenue pour cette seconde partie est de nature exploratoire et qualitative et correspond à un positionnement épistémologique de type interprétativiste. Des entretiens semi-directifs sont menés auprès d’experts en Management du Tourisme et l’étude du cas d’un OGD particulier permet de comprendre en profondeur le pilotage du changement numérique dans les organisations. Cette thèse en sciences de gestion s’inscrit en Management du Tourisme et présente des apports théoriques, méthodologiques et managériaux. Nous proposons un cadre théorique d’analyse de l’innovation Web et nous proposons une méthodologie robuste pour l’opérationnaliser. Cette méthodologie utilise les nombres flous, encore peu employés dans les sciences de gestion et pourtant porteurs de sens lors d’évaluations utilisant des échelles linguistiques. Les résultats de cette approche quantitative sont autant de perspectives d’amélioration des pratiques par les responsables d’OGD. Enfin, nous étudions le pilotage du changement dans les OGD en identifiant les facteurs d’adoption des innovations Web. / The development of ICT has radically changed the customer behaviour and their decision making process. Therefore, the organisations/companies should adapt themselves to these changes by transforming their practices. This thesis has two parts. In the first part, we explore the website-service innovativeness of 30 French DMO websites. An empirical approach is used to establish a structured framework of six evaluation criteria for website’s innovativeness. Fuzzy logic is employed in order to objectively evaluate the service-innovativeness and overall e-service quality of the DMO websites by using the linguistic variables. The TOPSIS method enables a comparison of the relative rankings of DMO websites, and also facilitates an objective metric as a benchmark to compare innovativeness overtime. The heterogeneous results oblige us to conduct an exploratory study in order to understand the reason behind this ranking. In this regard, in the 2nd part, we have focused on the factors of ICT adoption. Semi-structured interviews have been done with the tourism experts in order to understand the factors that facilitate the ICT adoption by the French DMO. Finally, we present the case of one of our benchmarks (Bordeaux Tourist Office) in order to illustrate the ICT adoption process.

This research explores the development of sustainable tourism in destinations in the Baltic region and in the case of Visby, Gotland. The purpose is to contribute to the understanding how destination management organisations and local communities in these destinations work together to develop the destination. The aim is to investigate how these actors work together in practice and to compare the findings with an ideal collaborative approach. The research design consists of a mixed-method approach and uses two web-based questionnaires to investigate the destinations in the Baltic region and in-depth interviews to gain insights into the case of Visby, Gotland. The research findings provide information on how sustainable tourism is targeted and understood in the destinations and what drivers and barriers for a collaborative approach exist. The findings create a better understanding on how different actors in the destination work and why an ideal collaborative approach is a necessity for the development of a sustainable destination. Overall, the results shed light on the fact that an ideal collaboration can overcome the four major lacks (lack of communication, lack of knowledge, lack of responsibilities, and lack of support) as found in the destinations. This study provides an understanding of factors affecting the development of a collaborative approach and thereby, the development of sustainable tourism. Further, the study highlights how an ideal collaborative approach in a destination can foster sustainability in the tourism industry.

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