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Background: The tourism industry and especially those that market destinations, destination marketing organizations (DMOs), face challenges to meet generation Y, with an uncertainty of how to do it. DMOs need to be adaptable to an everyday changing market in order to attract visitors to their destinations. Purpose: The purpose of this study is to explore how destination marketing organizations can market their destinations to reach domestic tourists within the population of generation Y. Method: A literature review was made in order to explore previous research regarding DMOs’ marketing strategies and tourists’ information search behavior. The literature review has been used in order to make hypotheses and a research model which lay the foundation for the design of a survey to test the hypotheses. An interview guide, based on the literature review, was made to address potential tourists and get deepen understanding of the field. Contrast and compare have been made between potential tourists’ opinions and the theoretical part, in order to draw conclusions on the subject. Results and conclusions: Results of this study have shown that for the chosen population, generation Y, are search engines and DMOs’ websites seen as the best way to reach tourists. DMOs have high possibilities to be seen on the web (their website and social media sites) if they actively use search engine optimization. Social media sites are also important, but in a different way, and DMOs need to work harder and cleverer on these sites to market their destinations.

The diploma thesis deals with project, how to get better organization of work in Grandhotel Brno. There are specified basic terms bear on organization of work, managing of hotel bussines. This diploma thesis points to the absence in organization of work from a view of the employers of Grandhotel Brno, which eventuated from the questionaires and it contains the plan how to get the organization better.

The aim of the thesis Collaboration of Stakeholders in a Tourism Destination is to evaluate the level and intensity of cooperation in tourism in the South Bohemian Region from the perspective of key stakeholders in the destination, including the management and development relationship of tourism in the destination. In the first part of the research, the information concerning the destination management and marketing, the stakeholders and their cooperation was obtained with the help of secondary data. For the collection of secondary data, printed literature and websites were mainly used in connection with the selected tourism destination - the South Bohemian Region. Based on the findings from the literature and other secondary sources, the collection of primary data was planned in the form of a questionnaire survey. It has become clear that the destination marketing organizations, which best meet the attributes of power, legitimacy and urgency, are the key stakeholder. According to the research, it was found out that the cooperation between the public and private sectors is significantly inadequate. There are several major obstacles that prevent effective cooperation among the particular stakeholders. To improve the cooperation, it is necessary to streamline the communication between the organizations and other stakeholders and to plan a project within the tourism industry, which will help with the cooperation among as many stakeholders as possible.

Thesis (MPhil)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: Tourism is emerging as one of the most important socio-economic sectors for developing as well as developed countries. Tourism incorporates features of the information society such as globalisation, mobility, and information reach and richness. A national Tourist Office or as commonly referred to Destination Marketing Organization is the core tourism product of any nation. The new forms of ebusiness are offering major opportunities for all tourism destinations and suppliers, whether large or small, to improve their business and remodel such in a more cost-effective manner. The study discusses the impact and existing relationship between ICT and tourism as an emerging ecommerce sector in the Zambian tourism industry. It focuses on the tremendous changes in consumer expectations for the Zambia tourism sector caused by the impact ofInternet revolution. The World Wide Web through Information and Communication Technology (lCT) is the driving force that is changing the tourism landscape and affecting the production, distribution and consumption of its products. This symbiotic relationship existing between ICT and the tourism sector provides an opportunity for the Zambian tourism industry to create a competitive advantage for the 21st century. / AFRIKAANSE OPSOMMING: Toerisme kom as een van die belangrikste sosio-ekonomiese sektore in beide ontwikkelende sowel as ontwikkelde lande voor. Kenmerke van die inligtings-gemeenskap soos globalisasie, mobiliteit, inligtings-toegang, -reikafstand en -rykheid word ook in toerisme aangetref. Die kern toerisme-produk van enige nasie is 'n nasionale Toeriste Buro of, soos algemeen verwys word, 'n Bestemming Bemarkings Organisasie (BBO). Toerisme bestemmings en verskaffers, klein of groot, word vele geleenthede aangebied om ten middele van nuwe vorme van e-handel hulle besighede op koste-geskikte manier te verbeter en te hervorm. Die studie bespreek die impak van en die bestaande verwantskap tussen Inligtings en Kommunikasie Teknologie (IKT) en die toerisme-bedryf in die Zambiese toerisme industrie as 'n ontwikkelende e-handel sektor. Daar word hoofsaaklik op die geweldige impak van die Internet-revolusie op verbruikersverwagtinge in die Zambiese toerisme bedryf gefokus. Deur middel van IKT word die Wereld-Wye Web (WWW) die dryfkrag wat die toerisme landskap verander en die produksie, verspreiding en verbruik van sy produkte beïnvloed. Die wedersydse verwantskap tussen IKT en die toerisme sektor verskaf 'n geleentheid vir die Zambiese toerisme industrie om 'n mededingende grondslag vir die 21ste eeu te skep.

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.

The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications on organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. As a mission-based field, the not-for-profit arts sector operates under the premise that it must find a market for its product, instead of finding a product for its market. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and its market. In particular, this thesis analyzes the following components of strategic communications management, in relation to the practices of the Canadian arts sector: relationship management/marketing, interpersonal relationship values, organization public relationship values, and market orientation. / Thesis / Master of Communications Management (MCM) / The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications for organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and patrons.

La littérature attribue au marketing un rôle d’interface et de connexion avec l’extérieur, renforçant le postulat d’un marketing naturellement « ouvert ». Toutefois, l’ouverture de l’organisation marketing spécifiquement n’est pas si évidente. Dans un article théorique, Day (2011) introduit le concept d’Open Marketing, défini comme la capacité de l’organisation de s’ouvrir à des réseaux de partenaires pour capter des insights et capacités marketing afin d’enrichir le marketing de l’entreprise. Le concept est intéressant, mais sa définition n’est pas formalisée et présente des lacunes. De plus, la question de l’apprentissage et du renforcement de l’organisation marketing grâce au réseau de prestataires est peu traitée dans la littérature. Aussi, dans une visée compréhensive, la thèse propose de répondre à la problématique suivante : « Quelle compréhension offrir du concept d’Open Marketing et de son intérêt pour renforcer les ressources, les capacités et les compétences marketing dans l’organisation ? ». Deux études empiriques qualitatives sont conduites. L’étude 1, de nature exploratoire, génère plusieurs résultats. (1) Une conceptualisation claire et validée empiriquement de l’Open Marketing est apportée. Le postulat normatif d’ouverture est d’ailleurs remis en cause : les organisations marketing ne s’appuient pas toutes sur leur réseau de prestataires pour développer les ressources et les compétences de leurs collaborateurs avec la même intensité, ni avec la même intention stratégique. (2) Les dimensions et formes du concept sont mises à jour : deux types d’Open Marketing (Organisé et Intuitif) et deux modes d’Open Marketing (Orchestration et Maîtrise) sont distingués. (3) Une analyse du contexte permettant à l’Open Marketing de se déployer est fournie. (4) Une décomposition du flux d’apports provenant du réseau de prestataires en ressources, capacités et compétences marketing est proposée, illustrant les actifs qui peuvent être captés par les collaborateurs marketing dans le cadre de l’Open Marketing. L’étude 2 se base sur l’étude d’un cas d’Open Marketing « Organisé » et d’un cas d’Open Marketing « Intuitif ». Elle montre que la structure relationnelle dans laquelle se déploie l’Open Marketing influence les apports captés et le processus de captation de ces apports. Au final, la thèse montre aux organisations marketing l’intérêt de s’ouvrir et de déployer une capacité d’Open Marketing pour développer les connaissances et compétences de leurs collaborateurs à budget constant, grâce au réseau de prestataires marketing extérieurs. / Marketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing concept, defined as a capability to open the marketing organization to partners’ networks so as to gain marketing insights and capabilities in order to enrich the firm’s marketing. The concept is interesting, but its definition is not formalized and presents some drawbacks. Besides, the literature does not fully address the question of the marketing organization’s learning and enrichment thanks to marketing suppliers’ networks. Therefore, in a comprehensive intent, our work aims at answering the following question: “Which comprehension can be offered of the Open Marketing concept and of its interest to develop the organization’s marketing resources, capabilities and competences?” We conduct two empirical qualitative studies. Study 1 is exploratory and leads to several results. (1) A clear and empirically validated conceptualization of Open Marketing is brought to the literature. Besides, the normative “opening” assumption is reversed: marketing organizations do not rely on their suppliers’ network to develop their employees’ resources and competences with the same intensity and strategic intent. (2) The dimensions and forms of Open Marketing are revealed: two Open Marketing types (Organized and Intuitive) and modes (Orchestration and Mastery) are distinguished. (3) An analysis of the context allowing the Open Marketing deployment is offered. (4) The inputs flow coming from the suppliers’ network is disaggregated into marketing resources, capabilities and competences, thus illustrating the assets that can be captured by marketing employees in the Open Marketing process. Study 2 is a case study of an “Organized” Open Marketing organization and an “Intuitive” Open Marketing organization. It shows that the relational structure in which Open Marketing is deploying influences the inputs captured, as well as the process through which these inputs are gained. Finally, the thesis shows to marketing organizations that it can be interesting to engage in an opening process and to deploy an Open Marketing capability in order to develop marketing employees’ knowledge and competences, without supplementary expenses, thanks to the marketing suppliers’ network.

Turismen organiseras av offentlig sektor, privata aktörer eller dessa två i samverkan och kan avgränsas på olika sätt, geografiskt eller politiskt. Denna studie syftar till att undersöka och jämföra destinationer i Sverige på lokal och regional nivå för att se hur de är organiserade, med fokus på hur offentliga och privata aktörer arbetar för destinationens utveckling. Genom kvalitativa intervjuer med privata och offentliga aktörer på destinationerna Bohuslän och Stockholms skärgård har vi genomfört en komparativ studie. Studien diskuterar olika former av turismorganisationer och visar att Bohuslän och Stockholms skärgård liknar varandra i hur de är organiserade på lokal och regional nivå och att det på båda destinationerna finns samarbeten mellan offentliga och privata aktörer för att utveckla destinationerna. / The tourism in Sweden is organised by the public sector, the business world or these two in collaboration. The boundaries can be either geographical or political. This study aims at study and compare Swedish tourist destinations at local regional level to find how they are organized with focus at how public sector and the business world manage destination development. Through qualitative interviews with public sector and the business world at the destinations Bohuslän and Stockholms skärgård we have a comparative study. The study discusses different types of tourist organizations and shows that Bohuslän and Stockholms skärgård are similar in the way their tourism is organized at local and regional level. At both destinations there is collaboration between the public sector and the business world to develop the destination.

This thesis investigates the factors to consider when implementing a business to business market entry strategy within the automotive industry. The aforementioned is conducted through an exploratory case study at a global industrial firm providing a comprehensive range of products and services within the motor vehicle industry. The case study is made on the foundation of existing theory, previous empirical research and interviews with relevant companies within the industry. The thesis provides an overview of the factors to be considered when executing a business to business market entry strategy on the automotive market based on existing literature and empirical research. Furthermore, the six main challenge areas that the case company faces in its work with entering a new market is displayed. These challenges are; (1) internal communication, (2) customer relations, (3) technical requirements, (4) strategic initiatives, (5) management support and (6) organizational alignment. In addition to the six challenges, potential strategic initiatives are discussed within each of the challenge areas. The six challenge framework can be used as a framework for other industrial firms striving to implement an industrial business to business market entry strategy. The main theoretical contribution of this thesis is the identification of challenges during a market entry within the automotive industry. Furthermore, the thesis concludes that the implementation of a market entry strategy can provide greater challenges than the development of the strategy itself, which is supported by both literature and empirical findings. Related to this, a misalignment between the business type and the marketing strategy type within the case company is identified. / Detta examensarbete undersöker vilka faktorer som bör beaktas vid implementering av strategier för att ta sig in på en ”business-to-business”-marknad inom fordonsindustrin. Detta görs genom en explorativ fallstudie på ett globalt industriföretag som säljer ett stort antal produkter och tjänster till fordonsindustrin. Fallstudien är grundad i litteratur, tidigare empiriska studier och intervjuer med relevanta företag inom industrin. Examensarbetet ger en översikt av de faktorer som bör beaktas då man implementerar en “business to business”-marknadsstrategi inom fordonsindustrin baserat på existerande litteratur och en empirisk undersökning. De sex främsta utmaningarna som fallstudieföretaget står inför identifieras, vilka är (1) intern kommunikation, (2) kundrelationer, (3) tekniska krav, (4) strategiska initiativ, (5) ledningsstöd och (6) organisatorisk sammstämmighet. Utöver de sex utmaningarna diskuteras potentiella strategiska initiativ inom varje utmaningsområde. De sex utmaningarna kan användas som ett ramverk för andra industriföretag som söker att implementera en marknadsstrategi. Det huvudsakliga teoretiska bidraget av detta examensarbete är identifiktationen av de utmaningar som uppstår vid en markandsingång inom fordongsindustrin. Dessutom visar examensarbetet att implementeringen av en marknadsstrategi kan visa sig vara en större utmaning än att ta fram densamma, vilket stöds av både litteraturen och den empiriska undersökningen. Relaterat till föregående kunde vi identifiera en obalans mellan fallstudieföretagets affärstyp och marknadsstrategi.