<p>Date:</p><p>2010-05-25</p><p>Program:</p><p>International Marketing</p><p>Course</p><p>Master Thesis International Marketing (EFO705)</p><p>Authors</p><p>Ms. RongPan</p><p>Mr. Sitthiphon Panto</p><p>Teacher</p><p>Tobias Eltebrandt</p><p>Title</p><p>A study of Swedish tourist going on vacation in Thailand</p><p>Research question</p><p>Which factors affect Swedish travelers’ decision making in choosing Thailand as a traveling destination?</p><p>Target audience</p><p>This report could be beneficial for Tourism Authority of Thailand. The target audiences including Government sector who responsible in promoting Thailand tourism.</p><p>Conclusion</p><p>With the help of consumer decision making theory, factors were being investigated. An additional questionnaire was being distributed to collect primary data. The secondary data from reliable sources was used to have a better understanding of Swedish travelling behaviour. It showed that <em>among eight factors </em>“motivation or energizers factor” has the most influence or effect on Swedish traveler’s decision making in choosing Thailand as a traveling destination.</p><p>However, we can summarize their level of influence into three broaden group: High Influence Factor (motivation or energizers factor, socio-economic factor, (personality / attitude factor), Medium Influence Factor (perception factor, learning factor, cultural factor, family influence factor) and Low Influence Factor (reference group influence Factor)</p>

Date: 2010-05-25 Program: International Marketing Course Master Thesis International Marketing (EFO705) Authors Ms. RongPan Mr. Sitthiphon Panto Teacher Tobias Eltebrandt Title A study of Swedish tourist going on vacation in Thailand Research question Which factors affect Swedish travelers’ decision making in choosing Thailand as a traveling destination? Target audience This report could be beneficial for Tourism Authority of Thailand. The target audiences including Government sector who responsible in promoting Thailand tourism. Conclusion With the help of consumer decision making theory, factors were being investigated. An additional questionnaire was being distributed to collect primary data. The secondary data from reliable sources was used to have a better understanding of Swedish travelling behaviour. It showed that among eight factors “motivation or energizers factor” has the most influence or effect on Swedish traveler’s decision making in choosing Thailand as a traveling destination. However, we can summarize their level of influence into three broaden group: High Influence Factor (motivation or energizers factor, socio-economic factor, (personality / attitude factor), Medium Influence Factor (perception factor, learning factor, cultural factor, family influence factor) and Low Influence Factor (reference group influence Factor)

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At the end of 1999, the Swedish government adopted two European Union conventions to protect ethnic minorities, and Roma people were recognized as a national ethnic minority of Sweden. Approaching the 20th year mark after the recognition, this research aims to develop an in-depth and inclusive database for Roma people’s heritage and archaeological resources management. Analyzation of the collected data is based on the number, nature, and responsible organizations for the events. As a result, 48 events were recorded in the database under such a framework. A significant increase in events happened in the second decade (2010 to 2019) of the research period. 14 out of 21 counties in Sweden have participated in the topic and three excavations have been done in the past 20 years. Former Roma people’s settlements have been discovered in the western and eastern counties of middle Sweden. Therefore, it can be suggested that counties such as Södermanland and Västmanland have the geographic advantage to further discover new traces that have yet to be recorded. This thesis analyses the Bohuslän Museum’s exhibition Möt Resandefolket! as a case study due to its uniqueness as the only permanent exhibition about Roma people in the country. It includes a spatial analysis under Moser’s framework (2010) and experience analysis using the thick descriptive approach suggested by Geertz (1973). The interview with the museum’s archaeologist Kristina Lindholm connects the perspective from the exhibition curators and heritage mediators, while 3D modelling is also developed and used as a tool to understand the spatial context and the effectiveness of idea communication in the exhibition. As a result, the case study identifies two challenges in communicating Roma people’s heritage and culture: the limited resources in the material culture and the alienness raised in the exhibition. The causes and possible confrontations of these matters are discussed, followed by suggestions on how to improve the excavation agenda, digital preservation for intangible heritage, and new representation and presentation methods. There is also potential in turning alienness into a positive motivation which enables the exhibition to further fulfil its curiosity- and self-education attainment purpose. This thesis suggests that these ways of interpretation are effective means to illustrate and emphasize the uniqueness of a culture and to further appreciate the values in the ethnic minorities. / I slutet av 1999 antog den svenska regeringen två EU-konventioner för att skydda etniska minoriteter och romerna erkändes som en av Sveriges nationella etniska minoriteter. Denna forskning fokuserar på de 20 år, 1999–2019, som gått sedan erkännandet, och syftar till att utveckla en djupgående och inkluderande databas för romers kulturarv och arkeologiska resurshantering. Analysen av insamlade data baseras på antal, typer och ansvarande organisation för genomförda romska evenemang. 48 sådana registrerades i databasen och en betydande ökning av evenemang inträffade under decenniet 2010 till 2019. Baserat på de 48 företeelserna hade 14 av 21 län i Sverige deltagit i olika aktiviteter och tre arkeologiska utgrävningar hade genomförts under perioden. Eftersom före detta romska bosättningar har upptäckts i såväl öst som väster om län som ligger i Sveriges södra mitt, föreslås att län som Södermanland och Västmanland skulle ha en geografisk fördel till att upptäcka ytterligare nya spår av romsk kulturarv, som ännu inte registrerats. Denna uppsats analyserar Bohusläns museums utställning Mot Resandefolket! som en fallstudie på grund av dess unikum som den enda permanenta utställningen om romer i landet. Den inkluderar en rumslig analys utifrån Mosers ramverk (2010) och gör även en erfarenhetsanalys med hjälp av den metod som kallas ”thick description” (från Geertz [1973]). Intervjun med museets arkeolog Kristina Lindholm kopplar samman perspektivet från utställningens kurator och förmedlare av kulturarv, medan en 3D-modellering också används som ett verktyg för att förstå det rumsliga sammanhanget och effektiviteten i idékommunikation i utställningen. Som ett resultat identifierade fallstudien två utmaningar när det gäller att kommunicera romers kulturarv: de begränsade resurserna i den materiella kulturen och den främmande komponenten, s k ”alienness”, som uppstod i utställningen. Orsakerna till och möjliga konfrontationer av dessa frågor diskuterades vidare, följt av förslag för att förbättra utgrävningsagendan, digital bevarande för immateriellt arv och nya representations- och presentationsmetoder. Det lyftes också fram att det finns en potential att vända det främmande, ”alienness”, till något positivt, som en motivation som gör det möjligt för utställningen att ytterligare stimulera till både nyfikenhet och självutbildning. Denna uppsats visar även att tolkningsmetoder är effektiva medel för att illustrera och betona kulturers unikum och att ytterligare uppskatta denna etniska minoritet många värden.