<p>National tourism marketing is a competitive business; many countries try to attract foreign tourists to benefit the nations’ economy. Functions of national tourism marketing are the combination of business, politics, and psychology. This explanatory research provides information about the roles and organization structure of the Thai National Tourism Office (NTO) located in Sweden and its role as a key gatekeeper linking Thai tourism development to the Scandinavian market. The department responsible for the Thai NTO is called the Tourism Authority of Thailand (TAT), and operates under the authority of the Ministry of Tourism and Sports. The objectives of this research are to explore the role of the overseas National tourism office (NTO) in promoting Thai tourism and perception from the head office of TAT in Bangkok, Thailand. The qualitative methods are applied to research: public document and in-depth interviews. Open-ended interviews with the director of TAT in the Stockholm overseas office and with Deputy Governor for International Marketing of TAT in Thailand to exhibit and compare the marketing strategies of Thai NTO and overseas office. The research focuses on comparison in intra-organizational communication, marketing strategies, marketing performance, and perceptions towards Thai tourism and destinations marketing development between TAT head office and TAT Stockholm overseas office.</p>

National tourism marketing is a competitive business; many countries try to attract foreign tourists to benefit the nations’ economy. Functions of national tourism marketing are the combination of business, politics, and psychology. This explanatory research provides information about the roles and organization structure of the Thai National Tourism Office (NTO) located in Sweden and its role as a key gatekeeper linking Thai tourism development to the Scandinavian market. The department responsible for the Thai NTO is called the Tourism Authority of Thailand (TAT), and operates under the authority of the Ministry of Tourism and Sports. The objectives of this research are to explore the role of the overseas National tourism office (NTO) in promoting Thai tourism and perception from the head office of TAT in Bangkok, Thailand. The qualitative methods are applied to research: public document and in-depth interviews. Open-ended interviews with the director of TAT in the Stockholm overseas office and with Deputy Governor for International Marketing of TAT in Thailand to exhibit and compare the marketing strategies of Thai NTO and overseas office. The research focuses on comparison in intra-organizational communication, marketing strategies, marketing performance, and perceptions towards Thai tourism and destinations marketing development between TAT head office and TAT Stockholm overseas office.

The people of Sweden have a long history of being engaged in sport organizations. Recently though, a decline of participation in sport organizations has been detected. The Swedish society has evolved immensely lately and with it new marketing techniques, new communication tools and new values have seen the light of day. The thesis of this study is to examine how non-profit sport organizations function in the areas of organizational culture, internal communication, consumer surplus and branding. The theories have been selected to provide background knowledge in the different functioning areas of an organization and to see how they cooperate in order to make marketing efforts more effective. The primary data has been collected with the use of semi structured interviews with representatives from the participating organizations. Additional primary data has been collected in the form of observations of published digital posts from the organizations communicational channels, to complement the data received in the interviews. The result shows that the principles of non-profit sports organizations are outdated and therefore differs from the rest of the society. The prevailing culture is one whom focuses primary on performance. This is reflected in their communication where the digital communication is somewhat neglected whilst the verbal forms of communication are highly developed. The only area where the involvement of members is coherent is in the context of performance.