Nation branding v oblasti turismu - příklad Rakouska

This master thesis focuses on nation branding in the context of sustainability and tourism in Austria. The aim of the presented thesis is to map the presence of sustainability aspects in nation branding activities in Austria, specifically in sustainable tourism campaigns, by conducting a SWOT analysis supplemented by a questionnaire. On the basis of this evidence, a sub-objective of the thesis is to present which elements of this Austrian practice appear to be the most perspective and could thus be used by other countries. The thesis is divided into three main chapters, the first two being theoretical and the third research. The first chapter of the thesis deals with the theoretical definition of the concepts of nation branding, public diplomacy, SWOT analysis and nation branding campaign. It also presents the connections of the concept of nation branding with sustainability and tourism. The second chapter then focuses directly on Austria, first introducing Austria's nation branding and then focusing on presenting specific campaigns and initiatives that Austria is leading in the field of sustainable tourism. In the third chapter a SWOT analysis is conducted and the results of the questionnaire are presented. This chapter concludes with a final reflection that summarises the findings, namely presenting the elements that are most perspective in Austria's sustainable tourism campaigns.