COUNTRY IMAGE AND ITS EFFECTS IN PROMOTING A TOURIST DESTINATION

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1、BLEKINGEINSTITUTEOFTECHNOLOGY(BTH)SchoolofManagementCOUNTRYIMAGEANDITSEFFECTSINPROMOTINGATOURISTDESTINATIONCaseStudy:SouthAfricaMASTERTHESISINBUSINESSADMINISTRATION(MBA)MauriceNdalahwaMarshallsth12April2007Supervisor:Dr.AndersHederstiernaTABLEOFCONTENTS1

2、INTRODUCTION...............................................................................................................................71.1DemarcationoftheStudy..................................................................................121.2Res

3、earchMethodology......................................................................................131.3DefinitionsandConcepts..................................................................................141.4StudyStructure........................

4、..........................................................................172COUNTRYIMAGEANDPLACEMARKETING.......................................................................182.1IntroductiontoTourism...................................................

5、.................................182.1.1PsychologyofTouristsConsumers...........................................................202.1.2SouthAfricaandTourism.........................................................................242.2ImageandCountryEffec

6、ts................................................................................252.2.1ElementsofCountryImage.......................................................................262.2.2DevelopmentofCountryImage........................................

7、........................332.2.3EffectsofCountryImageonDestination................................................362.3PlaceMarketing................................................................................................382.3.1Promotion..........

8、.......................................................................................412.4PlaceMarketingTouristDestination................................................................442.4.1MarketingChallengingPlaces.