A proposed Model for Country Branding : an experimental Application on Nigeria

In the era of globalization, countries compete with each other for attention, respect and trust of potential consumers, investors, tourists, media and governments of other nations. Branding is the most powerful tool that a nation can utilize for effective differentiation strategies and for creating competitive advantage over other nations. Unfortunately, not every nations or destination marketers have a broad understanding of the concept of branding and how a country can be successfully branded. Hence, this study has proposed a model that could be used as a valuable guide for country branding. Also the model is recommended for countries struggling with image crisis; on the mission to improve the image internationally. Nigeria is a good example of countries with image crisis; it is one of the most populated countries in the world with a population of about 160 million inhabitants and growth rate of 2.553percent annually. Despite the abundant resources (e.g. coal, petroleum, natural gas etc.) that the nation is endowed with, it is quite disappointing that the population below poverty line is still at the alarming rate of 70percent of the total population. The mismanagement and poor leadership of the nation characterised by corruption, fraud, embezzlement of public fund etc. has culminated into serious image crisis that is slowing down the potential for investment and economic growth. However, there has been series of image rebranding campaigns but no tangible achievement has been recorded. It is quite questionable though, if image rebranding will provide the kind of future that Nigeria envisaged, considering the socio-political situation and the economic imbalance; compounded by the obvious fact that the nation has no known brand. Therefore, this paper argues that there is need to redirect the effort invested on image rebranding to the creation of a unique and competitive brand for the country. It was established from the study that a nation’s brand is capable of improving the reputation of the nation as well as stimulate the expectation of the target audience. However, it was also established from the study that a wrong approach to branding could mislead the target audience and attract negative publicity. Hence, as a contribution of the study to the field of branding, a model was proposed as a functional guide for country branding. Also, considering the abysmal performance of Nigeria’s image in the international community and to strengthen the argument that brand creation is required for the country; an experimental application of the proposed model was conducted using Nigeria as the case country. The first phase of the model suggested a major improvement in the society; this is required to further enhance the strengths of the country and to motivate the much needed community participation and confidence in the brand creation. It is the conclusion of the study that a strong nation brand can offset the image problem if it is built on something concrete, genuine, and uniquely identifiable with the country, capable of connecting to the cognitive psychology of the target audience.

The Role of Gay Spaces for a Gay Destination : Gay Tourism in Gran Canaria

This thesis has the aim to evaluate the role of gay spaces in Gran Canaria as a gay tourists destination with particular reference to gay exclusive resorts. The validation of the gay identity is a key motivation for homosexuals to travel, in order to connect with other homosexuals and experience the gay life that they might not be able to experience at home. Gay spaces have been defined both as liberated areas as well as ghettos, where the homosexuals are, in a way, restrained. The method chosen, a small number of semi- structured interviews with managers of gay exclusive resorts in Maspalomas, the hub of gay life in Gran Canaria, where major LGBT events are held, there is a gay friendly environment, a thriving gay scene and many gay exclusive resorts. In the case of Gran Canaria the gay-specific offer is complementary to the ‘regular’ tourism offer, as they coexist, complement and at times overlap. Nevertheless the gay centric holiday is still predominant amongst gay men, and it is likely to continue to be according to the informants. This is because gay tourists seek freedom and a sense of inclusion that they would not be able to find in mixed environments.

International conference site selection criteria : And a case study of Stockholm as an international conference city

The purpose of this thesis is to identify the destination site selection criteria for internationalconferences from the perspectives of the three main players of the conference industry,conference buyers (organizers and delegates) and suppliers. Additionally, the researchidentifies the strengths and weaknesses of the congress cities of Stockholm and Vienna.Through a comparison with Vienna, the top city for hosting international conferences, a roadmap for Stockholm has been designed, to strengthen its congress tourism opportunities, thus,obtaining a higher status as an international congress city. This qualitative research hascombined both primary and secondary data methods, through semi-standardized expertinterviews and secondary studies respectively, to fulfil the study’s aim. The data have beenanalysed by applying the techniques of qualitative content analysis; the secondary dataadopting an inductive approach according to Mayring (2003) while the expert interviewsusing a deductive approach according to Meuser & Nagel (2009). The conclusions of thesecondary data have been further compared and contrasted with the outcomes of the primarydata, to propose fresh discoveries, clarifications, and concepts related to the site selectioncriteria for international conferences, and for the congress tourism industry of Stockholm. Theresearch discusses the discoveries of the site selection criteria, the implications of thestrengths and weaknesses of Stockholm in comparison to Vienna, recommendations forStockholm via a road map, and future research areas in detail. The findings andrecommendation, not only provide specific steps and inceptions that Stockholm as aninternational conference city can apply, but also propose findings, which can aid conferencebuyers and suppliers to cooperate, to strengthen their marketing strategies and developsuccessful international conferences and destinations to help achieve a greater competitiveadvantage.

Managing Seasonality in Tourism : Challenges and Opportunities for the Tourism Industry in Húsavík, Iceland

Seasonality is a common phenomenon in the tourism industry around the world. Húsavík, a town on the northern coast of Iceland, has experienced tremendous growth in tourism in recent years and is sometimes recognised as the „Whale Watching Capital of Europe‟. However, Húsavík faces extreme seasonality with high demand mainly during the summer months and limited or no demand at other times of the year. As is emphasised in the tourism literature and widely in practice, seasonality is frequently seen as a problem for the tourism industry which has to be tackled. Academic research has never before been done on seasonality in Húsavík and the aim of this thesis is to understand the nature of seasonality within the tourism industry in Húsavík and discover potential ways to reduce seasonality in Húsavík tourism. In order to fulfil the aim, qualitative semi-structured interviews were undertaken with six tourism managers in Húsavík to investigate their perceptions of seasonality and if and how it could be managed. The results confirmed that the peripheral location of the destination stimulates seasonality and it poses major economic challenges for tourism businesses in Húsavík. Managers would prefer a longer tourism season. Several recommendations were provided for how to reduce seasonality such as develop other attractions than whale watching, improve accessibility, focus marketing on seasons outside the summer, and offer winter packages for foreign and domestic tourists.

Factors influencing tourism sustainability : The case of the World Heritage Falun Great Copper Mountain

This thesis focuses on identifying hindrances of achieving a sustainable tourism development on a base of a World Heritage Site. Using a case study of the World Heritage Site Falun Great Copper Mountain, the thesis assesses the situational context by using qualitative methods. Five semi- structured interviews with influential stakeholders were conducted to get an inside view of the current situation and to identify site-specific issues. The thesis identifies a number of factors that determine the successful implementation of measures leading towards sustainable tourism in the long-run; the most important being the lack of clear guidelines for the whole destination and no holistic planning approach within the municipality. The thesis concludes that despite the increased pressures towards establishment of sustainable tourism, the concept remains challenging to operationalize for the World Heritage Site without frameworks and tools from UNESCO.

«DES YEUX BAISSÉS AUX POINGS LEVÉS» : L'IMAGE DE LA FEMME MAGHRÉBINE DANS L'ŒUVRE DE TAHAR BEN JELLOUN. UNE ÉTUDE COMPARATIVE DE TROIS PROTAGONISTES FÉMININS.

L'étude du portrait de la femme maghrébine dans trois romans de Ben Jelloun révèle trois vies d'enfant, d'adolescente et de femme très différentes quant à la condition féminine. Il y a une émancipation progressive entre les portraits qui peut s'expliquer par le fait que les romans se déroulent dans des cultures et à des époques différentes, mais aussi par les intentions féministes de l'auteur.

Att leva och sälja sin dröm : Livsstilsföretagaren mellan familjeliv, marknadoch politisk retorik

Living and selling a dream: Lifestyle entrepreneurship in the intersection between family, market and political rhetoric The article focuses on lifestyle entrepreneurship, characterised by a balancing work between personal lifestyle motives and economic motives. It builds on a qualitative study of business owners who have realized a life dream of starting a countryside business in the tourism and hospitality industry in Sweden. Through the notion of ”balancing work”, the analysis focuses on the tension between a personal life sphere and a market. In particular, the analysis highlights how the notion of ”the life dream” emerges as a narrative practice of self-realization, simultaneously as it is offered as an experience product. The analysis demonstrates how the entrepreneurs balance between personal stories of togetherness and marketing practices, between images of right and wrong commodification, and between constraining working conditions and a popular image of the successful entrepreneur, reinforced by a political discourse on rural entrepreneurship. It is concluded that balancing work between personal identities and economic practices is a practice of valuation, offering new insights into working conditions and markets situated in the intersection between markets and personal life spheres.

Student satisfaction in tourism education : The case of Dalarna University, Borlänge, Sweden

The students' expectations must be met to ensure their overall satisfaction. Because of this student satisfaction has become a measurement tool with which the universities can compete against each other in order to attract potential students and also a higher level of internal and external funding. This thesis deals with students' overall satisfaction in tourism education at Dalarna University in Sweden. It is important to understand what it takes for the universities to be able to produce a motivated workforce for the communities and how satisfied students could help in achieving this goal. Sweden was selected because of the recent introduction of tuition fees, in 2010, which has made it even more crucial to understand the factors affecting students' satisfaction. The method chosen for conducting this study was a questionnaire where the students of Dalarna University were asked to rate different aspects of their overall experience on a Likert scale. The research was conducted via Facebook and email questionnaire. The results show different levels of satisfaction based on the tourism programmes and gender for example. The major finding from this research implicate that the social conditions and surrounding city categories are the most influential when it comes to the overall satisfaction of students at Dalarna University. The results give the university and the city of Borlänge an insight on issues that really matter to the students and how to improve them.

The Development of Swedish Tourism Public Policy 1930-2010

In this article, the development and changes in Swedish public policy relating to tourism from the 1930s to 2010 is described and interpreted from a political economy perspective. A case study, compiled from mainly secondary sources, is analyzed from a theoretical framework based on regulation theory. The purpose with this study is to increase the understanding of how the macro political economy context has influenced the policy-making in tourism in Sweden, but also to make a contribution to an area which seems to be quite neglected when it comes to research. The changes are analyzed according to the three periods denoted as pre-Fordism (mid-19th century-1930s), Fordism (1930s-1970s) and post-Fordism (1970s to present). It is observed how the general changes between these periods regarding aspects such as regulation and deregulation, and the degree of state involvement, have affected tourism policy making. The tourism policy making has changed from being insignificant, to a high degree of state involvement including planning, control and supervision, to a situation where the market rather than government regulation is considered as state of the art.