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Statliga turistbyråers marknadskommunikation: en jämförande studie om den Tyska och den Tjeckiska turistbyråns verksamhet på den svenska marknaden
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In many of the world's countries, there is a national organization responsible for marketingthat country as a tourist destination. Through their offices, these organizations work towardsthe creation of effective strategies and a deeper understanding of local markets. Usingqualitative methods such as interviews, observations, and thematic analysis, we managed toinvestigate how the Czech and the German national tourist offices operate, and whatstrategies they are implementing to increase the volume of tourism. The study focused on theanalysis and comparison of the organizations' goals and communication channels.The results show that the investigated tourist boards operate in a similar manner with smalldifferences concerning choice of strategies and communication channels. These discrepanciescan be partly explained by differences in the organization's ownership forms and theconsequences that follow that fact. Both countries' tourist offices base their work onconsistent use of the selected marketing strategies that should lead to direct or indirectimprovement of the destination image. Material was analyzed with the help of relevanttheories concerning marketing communication which assisted us in understanding the studiedphenomenon.

Abstract [sv]

I de flesta av världens länder finns det en nationell organisation som ansvarar för marknadsföringenav landet som turistdestination. Genom sina utlandskontor kan dessa organisationerskapa en djupare förståelse om den lokala marknaden och utarbeta effektivare strategier. Medhjälp av kvalitativa metoder; intervjuer, observationer och tematisk analys har vi undersökthur den tjeckiska och den tyska nationella turistbyrån verkar samt vilka strategier dessatillämpar för att öka turismvolymen till sina länder. Undersökningen fokuseras därmed påanalys och jämförelse av organisationernas målsättningar och kommunikationskanaler.Resultaten visar att båda turistbyråerna arbetar på ett liknande sätt med små avvikelsergällande val av strategier och kommunikationskanaler. Dessa avvikelser kan delvis förklarasgenom skillnader i organisationernas ägandeform och de konsekvenser detta medför. Bådaturistbyråerna utgår från en konsekvent användning av de valda marknadsföringsstrategiernasom kan leda till en direkt eller indirekt förbättring av destinationsimagen. Materialet haranalyserats med hjälp av relevanta teorier kopplade till marknadskommunikation genom vilkavi skapade förståelse om det studerade fenomenet.

Place, publisher, year, edition, pages
2011. , 77 p.
Keyword [sv]
marknadskommunikation, marknadskommunikationsverktyg, statliga turistbyråer, Tyska Turistbyrån, Tjeckiska Turistbyrån
Identifiers
URN: urn:nbn:se:sh:diva-10675OAI: oai:DiVA.org:sh-10675DiVA: diva2:435513
Subject / course
Tourism Studies
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2011-08-19 Created: 2011-08-18 Last updated: 2011-08-19Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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