China expertise

The Chinese population’s enthusiasm for and ability to travel have increased phenomenally in recent years, while China is also becoming more significant as a travel destination. China’s economy remains one of the most dynamic in the world as evidenced by the figures of the World Bank. While this provides many opportunities for tourism, it also poses a large number of challenges. University of Applied Sciences of the Grisons and the Institute for Tourism and Leisure are conducting research in this context and also incorporating the topic in their teaching activities.

The Institute for Tourism and Leisure (ITF) has developed its China expertise over several years and contributes to the development of international tourism in the canton of Graubünden.

In 2013, University of Applied Sciences of the Grisons and the Shanghai University of Engineering Science (SUES) signed a cooperation agreement. The objective of this agreement is to develop a joint programme that allows SUES students to complete a tourism qualification at PET college level. Within University of Applied Sciences of the Grisons, the lead role in terms of content is assumed by the Institute for Tourism and Leisure (ITF), which makes its specialist expertise available as part of the development of a SUES tourism study programme.

Teaching is divided into 15 subjects which are taught in four blocks (modules) within two years (from the third to sixth semester) in Shanghai. The so-called Sino-Swiss students thus receive a good insight into tourism topics as the 15 modules are adapted to the University of Applied Sciences of the Grisons bachelor’s degree programme in Tourism. The best students are subsequently given the opportunity to gain a Bachelor of Science in Tourism in Chur.

The Embassy of the People’s Republic of China in Bern and the University of Applied Sciences University of Applied Sciences of the Grisons together organised the third Sino-Swiss symposium of the universities of applied sciences, which took place on 13 November 2018. A delegation comprising around 50 individuals from the top management of Chinese universities was expected at the event.

The symposium’s content is dedicated to the Swiss university of applied sciences model, which is explained in key notes and looked at in more detail interactively in breakout sessions on subjects such as practical research, university management and university didactics.

To ensure that Graubünden destinations are successful on the Chinese market, adjustments to products and services are required as well as a successful sales organisation. With the China Inbound Service project, the destinations of Davos Klosters and Engadin St. Moritz are preparing themselves for FIT guests from China.

As part of their bachelor’s or master’s thesis, University of Applied Sciences of the Grisons students look at practical issues that are tackled on behalf of a company or an organisation. Gain an overview of the China-related student projects.

Bachelor Theses

• Jin, Mingyu (2021): Service quality and customer loyalty in a five-star hotel. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons
• Yutao Lin (2021): Comparative Analysis of Marketing Strategies of Traditional Travel Agencies and OTAs in China. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons
• Chen, Xinyue (2020) The development of winter products for Changbai Mountain with the example of Swiss Mountain Resorts. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Li, Junbiao (2020) History, current situation and potential of mountain biking in Switzerland. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Sha, Feng, Li, Shengxue, Wang, Yuxuan (2020) How does User Generated Content (UGC) in Chinese social media influence the customer journey of Chinese tourists. Unpublished Collaborative Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Wagner, Natalie (2020) How to successfully welcome Chinese guests in my hotel. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Zhao, Wenwen (2020) The contribution of tourism to the reduction or abolishment of prejudices. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Jiang, Weiyi (2019) The construction of collective identities as risk for the tourism industry. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Li, Yabin (2019) How to optimize Swiss tourism products to serve the senior Chinese tourists? Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Wu, Wanhong (2019) A rich and varied cultural experience through Shanghai. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Xie, Xinyue (2019) Product design of long stay package in Switzerland for the Chinese market. Unpublished Bachelor Thesis. University of Applied Sciences of the Grisons, Switzerland
• Iten, Laura (2018) How to acquire new customers from Switzerland for China tours. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland 
• Baumgartner, Jeannine (2017) Chinese sightseeing in Switzerland – A comparative study regarding touristic product & service offerings for Chinese guests in the sightseeing sector. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Bührer, Ursina (2017) Raising Awareness for the Tibetan Exile Community through Tourism. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Ammon, Rahel (2015) Cultural Challenges of Multicultural Cabin Crews: The Case of Swiss International Airlines. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Mende, Daniela (2015) Intercultural Management in Tourism – Travel Motivations and Consumer Behaviour of Outbound Tourists from China Visiting Swiss Winter Destinations. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Hofstetter, Patrizia (2014) From Refusal to Cooperation – How Cosmopolitan Tourism can enrich Interlaken. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Süss, Fabienne (2014) Open the doors to Chinese winter guests in the Swiss Alps – Recommendations for product development. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Wilhelm, Lena (2014) Developing the Chinese market for Alpine skiing. An investigation of the success factors and strategic options for grindelwaldSPORTS. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Wolkersdorf, Eric (2014) Heidi Village Maienfeld and its Pervasiveness in the Chinese Consciousness. Unpublished Bachelor Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland

Master Theses

• Lin, Ke (2016) New Business Strategies and Methods for Chinese Traditional Outbound Travel Company – The Case of GIC Company. Unpublished Master Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Xin, Su (2015) Chinese and Swiss Sister City Relationship – How can use sister city relationship to promote tourism? Unpublished Master Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland
• Chen, Yuan Amanda (2013) Social Media of Swiss Tourism at China. Unpublished Master Thesis. University of Applied Sciences University of Applied Sciences of the Grisons, Switzerland