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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.
