Degree theses from the bachelor’s degree programme in Tourism - University of Applied Sciences of the Grisons

Abstract: Grisons is not only famous for its tourism industry but also takes a pioneering role in the agricultural sector with more than 50% of its farms being organic. Although it has been widely recognised that tourism and agriculture are the main drivers for economy and regional development in mountain areas, the synergy potential between the branches has not been thoroughly examined so far. In light of the growing importance of summer tourism and authentic local experiences, this bachelor thesis assesses the existing and future collaboration potential the two branches entail. To do so, promising points of contact between tourism actors and organic farmers are detected in the fields of direct selling, agrotourism, gastronomy and crossmarketing. Furthermore, the study addresses the unexplored field of synergy benefits and suggests ways to quantify them. A network analysis will provide insights into the inter-sectoral relationship and collaboration barriers and boosters will be discussed in detail. Finally, practical implications are deducted from the findings gathered out of 15 expert interviews and 7 best practice examples from Austria, South Tyrol, Grisons and Glarus.

Abstract: Water sports activities are part of the tourism offer of the Rhine Gorge, a natural monument in the region Surselva of the canton Grisons. Based on a regional development strategy of the year 2015 the strengthening of Surselva as a summer tourism destination was defined as a major priority. This Individual Bachelor Thesis provides an assessment of water sport offers in the Rhine Gorge in terms of its potential to emphasize the attractiveness of the region Surselva. Therefore, this research analyzed how the offer of water sports activities can be improved. Moreover, it accentuates the challenges of today’s situation and detects opportunities for products and cooperation within the tourism destination. The results are based on literature review and expert interviews.

Abstract: The irregular working hours and the poorly attended language classes have brought the Grand Resort Bad Ragaz to think about the implementation of an e-learning tool. Additionally, the costs for the current presence language classes are too high compared to the value they yield. With the possible introduction of an e-learning tool, the efficiency of language learning and consequently its ROI should be increased. This bachelor thesis aims to provide the Grand Resort Bad Ragaz with a compact overview of the learning methods’ theoretical background, its possible forms and what to consider during the process of implementation into a company. Moreover, not only the current situation is analysed but also a couple of solutions are suggested to reach the aspired increase in efficiency. Additionally, proposals concerning applications to be included on the platform are made. The literature review is complemented with six expert interviews and 20 inquiries of possible e-learning suppliers. Finally, recommendations, in form of selected tenders, are delivered based on the findings.

Abstract: Outlet Centers had a tough start in Europe but increasingly gain popularity. The Landquart Fashion Outlet had to deal with various obstacles but runs a great job in achieving market shares. This Bachelor Thesis investigates the success factors of factory outlet centers with a focus on international purchase-power markets such as India, China, Russia and the Gulf States. To identify the structure of outlet centres in their environment, Switzerland and canton Grisons, and literature review was considered. Expert interviews within the tourism and retail industry helped to find relevant success factors that a destination and retail business requires. A benchmark compared the Landquart Fashion Outlet with its two closest competitors, parallels their performance and derives learnings from their best cases. This guideline can be a great help for the Landquart Fashion Outlet, who seeks to shine with a competitive advantage and to address in future also international markets.

Abstract: Destination Management Organisations (DMOs) aim to offer holistic guest experiences. Holistic guest experiences create value for the individual tourist and enhance tourist experiences as such. From a tourism destination perspective, cooperation and networking between the individual tourism service providers within the destination are required to allow for a smooth and holistic guest experience. In this regard, data sharing among the different service providers and the DMO has become crucial in order to bundle the individual service offers. This paper examines the basis for successful networking and the willingness for data sharing of service providers by means of the case Bad Zurzach Tourismus AG. The goal is to disclose potential barriers and explore critical success factors for data sharing. Thus, the overarching goal of this Bachelor Thesis is to evaluate and minimize the gap between DMO and business partners regarding data sharing.

Abstract: Der Sport- und Gesundheitstrend ist auch im Tourismus angekommen. Gerade in der Freizeit und den Ferien widmen sich viele Menschen ihrer Gesundheit und treiben deshalb Sport. Ein Trend, der dem Schweizer Bergtourismus entgegenkommt. Infolge der Neuorganisation der Moosalp Tourismus AG sind die Neupositionierung und die damit zusammenhängende Entwicklung neuer Angebote ein zentrales Element. Neben dem Bereich der Erholung möchte die Moosalpregion ein attraktives Bewegungsangebot schaffen. Mit der Sportart Trailrunning kann ein Trend genutzt werden, der Läufer in die Region bringt. In dieser Bachelor Thesis wird mittels Experteninterviews und einer Fokusgruppe das Potenzial der Trendsportart für die Moosalpregion untersucht. Ein Public Domain Benchmark mit drei Destinationen, die bereits auf Trailrunning setzen, soll weitere Inputs für ein optimales Angebot liefern. Basierend auf diesen Analysen werden Empfehlungen für die Entwicklung eines umfassenden Trailrunning-Angebots abgegeben.

Abstract: Tourism industry is characterized by multigenerational visitors. In current times, there is a major shift of generational dominance. The Generation Y is considered as the new and relevant for the future visitor market. Generation Y has other characteristics and therefore, behaves differently compared to other generations. Tourism companies need to be prepared for this upcoming generation and have to understand their requirements in order to be successful. The overall purpose of this Bachelor Thesis is to examine, which booking channels are the most important for Generation Y when buying air tickets in Switzerland. The research is conducted with travel agencies, online travel agencies and airlines. The analysis is mainly based on an online survey but expert interviews provide additional information. Moreover, this thesis supports tourism suppliers with further information about how Generation Y purchases air tickets, in order to adapt their strategies according this customer segment.

Abstract: When the Optimize AG bought the online portal eventlokale.ch, the idea was to offer a simple search engine, which shortens and simplifies the search of event venues and service providers for all types of events and event organizers. Meanwhile, the new owner aims to expand the portal to steadily increase and strengthen its attractiveness and awareness. This bachelor thesis analyzes the event organizers’ behavior, concentrating on the information search process together with all factors that are especially important when selecting an event venue. Additionally, it examines and describes consumers’ attitudes and perspectives regarding online search. In order to limit the huge amount of information available, the thesis contains general data with a focus on corporate events. This information is based on interviews with event agencies who organize events for their clients, and companies who plan and organize their corporate events by themselves. Moreover, useful recommendations and potential for optimization concerning the event portal could be determined from the user’s point of view.

Abstract: Snow farming as a method of storing snow over the summer was used already in ancient times. In 2008, the WSL Institute for Snow and Avalanche Research SLF carried out a snow farming project in Davos. The aim of the project was to analyse two different methods for snow storage. The project proved that it is possible to store snow successfully over the summer in Davos. The snow was afterwards used to prepare a cross-country ski track. This Bachelor thesis addresses the questions whether there are economic benefits of snow farming in Davos and what the ecological consequences of snow farming are. One objective of this paper is to investigate the current application of snow farming in Davos with focus on the future potential of this method for cross-country skiing. To identify the potential, in-depth interviews with experts were conducted. The paper consists of an introductory section, a theoretical part, and finally, an analytical part. Existing literature on the method of snow farming and the impact of climate change on winter sports served as a basis to demonstrate an optimal application of snow farming in economic and ecological perspective.

Abstract: Die Kommunikations- und Marketingbranche durchläuft zurzeit tiefgehende Veränderungen, was in einem engen Zusammenhang mit der fortschreitenden Digitalisierung steht. So ist denn auch die Messe als Instrument der Live Communication von diesem Wandel betroffen und sieht sich verstärkt im Wettbewerb mit einer steigenden Anzahl an digitalen Medien. Einen daraus resultierenden Aussteller- und Besucherrücklauf erfährt auch die SuisseEMEX, die grösste Schweizer Messe für Marketing und Event. In der vorliegenden Arbeit wurde untersucht, mit welchen Veränderungen sich die Schweizer Messewirtschaft und insbesondere die Fachmessen, zu denen die SuisseEMEX gehört, konfrontiert sehen und welche Trends für die Zukunft auszumachen sind. Zusätzlich wurden Aussteller- und Besucherbedürfnisse analysiert, um daraus konkrete Handlungsmassnahmen für die SuisseEMEX abzuleiten. Zur Datengewinnung wurden Interviews mit Branchenexperten sowie eine Umfrage mit den Ausstellern der SuisseEMEX durchgeführt.

Abstract: Water is an element which is widely available in the Swiss canton of Grisons. Besides being important for people as a basic need, water is also used for other purposes. This varies from tourism to energy production. This makes water important for canton Grisons, since a big part of the economic success is depending directly or indirectly on water. This has been so in the past and in the future the importance is likely to be bigger. Therefore it is significant that companies which create products with, from or related to water have a working marketing strategy. In the first part of the thesis the history and importance of water for habitants, tourism and energy production is explained. It will continue with a marketing analysis of applied marketing strategies of different water related companies in Grisons. The thesis will end with different solutions for the companies how they possibly could market the product water in the future.

Abstract: Franchising is one of the fastest growing business cooperation forms in Europe and gains increased importance in the world of business. However, a consistent definition of the term «franchise» does not exist in Switzerland. Extensive literature on the three forms of franchising exists (product, service and distribution franchising) but hardly anything on event franchising. In this respect, it is necessary to examine the literature review of franchise systems to transfer the core theoretical indications into the Boardstock case study in order to develop appropriate Boardstock franchise structures and tools. Several expert interviews with the event host city, sponsors as well as potential franchise partner cities were conducted to supplement the literature review. Finally, with the findings key success factors are proposed for the establishment of event franchise structures and tools and the probability to franchise an event concept is verified.

Abstract: The tour operator Eurotrek AG is a Swiss tour operator organizing active holidays individually experienced by customers. As Eurotrek AG faces international competition and the expectations of today’s customers are rising, it is crucial to strengthen the company’s customer base and to create long-term customer loyalty. This Bachelor Thesis provides recommendations to further improve the competitiveness by creating long-term customer loyalty for businesses operating in the tourism sector. The conducted survey among customers of Eurotrek AG has been assessed and analyzed. The assessment is based on gained theoretical knowledge and on expert interviews conducted with Swiss and German tour operators organizing group and individual tours internationally. Crucial inputs which have been deducted from these interviews have been developed into practical recommendations.

Abstract: The demographic development in Switzerland leads to a proportionally bigger share of older people, who become more and more important for tourism. An enhanced financial situation, good health and an increased expectation of life are reasons for elderly people to use their leisure time for travelling. Due to this development and the huge importance of the Internet in the travel industry today, this target group has to be considered in online distribution channels. People older than 50 years who use the Internet are so-called silver surfers. To know how to adequately address them, it is indispensable to investigate the phenomenon silver surfer to approach the characteristics and the behaviour of this user. This Bachelor Thesis provides recommendations to attract and address elderly people in the Internet. Furthermore, it provides insights into the characteristics and behaviour of the user silver surfer.

Abstract: Branding is becoming more and more important in tourism destinations. Ticino Tourism as a cantonal tourism organisation deals with their own brand and several regional, local and product brands that are strongly related to tourism. A concrete strategy for handling all existing brands in Ticino has not yet been established. This Bachelor thesis sets out to analyse the branding situation in Ticino for the first time. It gives an overview of the current literature about brands in general, brand image, brand positioning and hierarchy as well as branding strategies in tourism. To analyse the current positioning and hierarchy of the most important brands in Ticino, in-depth interviews with representatives of Ticino, Bellinzona, Lugano and Locarno-Ascona were conducted. To gain an overview on the perceived image of the analysed brands a customer survey was conducted. 80 tourists or potential tourists participated in the survey. In conclusion, a strategy how to deal with the existing brands is put forward in order to give Ticino Tourism ideas on which direction to take in terms of a future branding strategy.

Abstract: Bikernetzwerk AG, a bike solution company situated in Unterterzen launched the #Wägmacher community project to give mountain bikers in the Sarganserland region a better representation and to gather support to maintain the trails in the region through volunteer engagement. In order to achieve this, the project requires a specific framework for a self-sustaining bike community development and management to endure in the long-term, which is the ultimate goal of this bachelor thesis. With the help of expert interviews and a literature review, existing and new data is collected and analyzed. With an online survey and field research the preferences, motivation, and interests are gathered from the Wägmacher members to generate a sustainable bike community development and management framework.

Abstract: The ELPRO-BUCHS AG is a company which mainly produces monitoring solutions and data loggers for recording environmental conditions. The company operates a branch in the US, Great Britain, Germany, Denmark, Netherlands and Singapore. Due to these widespread business activities, especially the employees in the headquarter in Buchs SG are in need of frequent business travels to the different branches, as well as customers and suppliers. However, the current business travel process is not managed and handled satisfying to the ELPRO-BUCHS AG. Therefore, this bachelor thesis analysed the current business travel process of the ELPRO-BUCHS AG and provides implementation measures of an optimized business travel concept. The optimization concept focuses on reducing process costs as well as suggests the implementation of a uniform process for all employees, who are affected by business travel. Furthermore, the analysis was carried out by a thorough situational analysis and expert interviews.

Abstract: Weintourismus geniesst grosse Aufmerksamkeit in vielen Teilen der Welt und speziell auch in der Schweiz. Wine Tours Switzerland hat es sich zur Aufgabe gemacht, diverse Touren rund um das Thema Wein für verschiedene Zielgruppen in der Bündner Herrschaft anzubieten. Das Unternehmen muss sich dem rasch ändernden Markt und den Präferenzen der Gäste laufend anpassen. Ziel dieser Bachelorthesis ist es, die Erwartungen und Ansprüche von weinspezialisierten Personen zu evaluieren. Dies wird anhand von Interviews mit Weinvereinspräsidenten erreicht, welche fachspezifische Kenntnisse zum Thema Wein besitzen und weintouristische Angebote rege nutzen. Vorgängig hilft eine Literaturrecherche, die momentanen Entwicklungen und Trends aufzuspüren. Die daraus gewonnenen Ergebnisse werden schlussendlich kombiniert und miteinander verglichen. Diese sind für Wine Tours Switzerland von grossem Wert, denn dadurch können die Angebote und Marketingkanäle angepasst werden, wodurch eine steigende Besucheranzahl möglich ist.

Abstract: With the advent of the internet, online reviews have gained in importance for the hospitality industry. This phenomenon has been researched thoroughly in the last years. With the introduction of the Flight Reviews platform by TripAdvisor, online reviews for airlines could now have an impact on the booking behavior and marketing strategies for airlines as well. This Bachelor Thesis analyses if online reviews for airlines have the same potential in influencing customer booking behavior as hotel online reviews do. It provides recommendations for the leading Swiss charter airline Edelweiss Air on how to manage the online reviews written by passengers on various platforms. The recommended strategy is based on literature review on the topic of online reviews for the hospitality industry as well as the quantitative analysis of a questionnaire-based survey and an A/B testing of the Edelweiss website.

Abstract: Der Naturpark Gantrisch liegt im Städte-Dreieck Bern, Thun und Freiburg und zieht viele Touristen an. Damit diese an- und abreisen sowie sich im Park bewegen können, müssen sie mobil sein. Da der Park nicht mit Schnelligkeit und Häufigkeit des ÖV’s punkten kann, ist der Anteil am motorisierten Individualverkehr im Parkgebiet hoch. Dieser verursacht zu Spitzenzeiten Stau und ist, im Vergleich zu anderen Verkehrsmitteln, schädlicher für die Umwelt. Aus diesem Grund will der Naturpark Gantrisch den ÖV attraktiver gestalten und die Reisequalität erhöhen.  Diese Bachelorarbeit befasst sich mit Mobilitäts-Hubs im Parkgebiet, welche zu abwechslungsreichen und lukrativeren Wartezeiten führen sollen. Dafür wird im Theorieteil als erstes der Naturpark selbst, gefolgt von den Themen Mobilität und Mobilitäts-Hubs untersucht. Damit die Theorie auf das Gebiet des Gantrisch angewendet werden kann, werden verschiedene Interviews durchgeführt, auf welche sich die Ergebnisse der Bachelorarbeit stützen.

Abstract: The purpose of this thesis is to give the Einstein St. Gallen advice in how big the potentials of China and India in the field of MICE are and how they can be developed. The aim is to conduct a market analysis and then to utilise the findings for the evaluation of a concrete concept. All in all, the recommendation should provide assistance for the Einstein St.Gallen in finding a solution to improve their occupancy rate with additional guests from China and India. First of all, an extensive literature research has been conducted in order to provide a literature review of the most relevant basic topics. This literature review has formed the foundation of the further writing of the thesis. In a next step, expert interviews has been executed to get an insight into the current situation of the industry from different points of view. Further, the conduct and reflection of a Best Practice Case have made possible to get an insight and to learn from the best.

Abstract: Volunteers are crucial for the success of sports events such as the Ironman Switzerland. Therefore, great attention has to be paid to them, especially when considering the steady decline of people willing to volunteer in many sectors where they are needed. This Bachelor thesis consists of a theoretical and a practical part, in which the motives and preferences of the volunteers at the Ironman Switzerland are evaluated. Research was done through expert interviews with leaders of volunteering clubs. This method should reveal the major motives of volunteers and in addition outline the form of compensation they value most. The aim of this thesis is to facilitate ways for the organizers of the Ironman Switzerland (BK Sportpromotion AG) of finding enough volunteers and also to increase their motivation to remain as volunteers for future events. This goal can be achieved by finding out each person's motives and preferences.

Abstract: In 2011, more than 50% of social media users followed brands on social media sites and companies are increasingly investigating in social media, indicated by worldwide marketing spending on social networking sites of about $4.3 billion. Managers invest in social media to foster relationships and interact with customers. One way to realize this aim is to create brand communities in the form of brand fan pages on social networking sites where customers can interact with a company by liking or commenting on brand posts. While preliminary research has been conducted on the success of marketing activities on social media, little is known about factors that influence brand post popularity and its impact on company’s perceived image. The aim of this Individual Bachelor Thesis is to empirically investigate what factors drive brand post popularity and if such have an influence on the perceived image of companies. For that reason, a self-administrated online survey was created. The responses of more than 1000 participants were analysed and finally, recommendations for Ticketcorner AG are elaborated from the findings.

Abstract: In the past years, the event management sector boomed and many new events in different areas were developed. A lot of hotels recognized the matching symbiosis of event management and their accommodation facilities and around the globe they started to attract guests by offering special events in their locations. The Uto Kulm on top of the Uetliberg in Zurich is offering a range of events during the whole year. The hotel works together with the same artists for many years and has a number of wellvisited existing events. In this bachelor thesis, modern event approaches should be evaluated and proposed to the hotel Uto Kulm. Therefore, a target group and hotel analysis followed by expert interviews should bring information about new approaches in the event management sector to create a special summer event, which is state-of-the-art.

Abstract: Expenditures for Sports Sponsoring intentions steadily increased in recent years and so did the demand of companies to sponsor Action- and Freestyle-sports events. On this account, Sports events are popular and effective Sponsorship platforms for firms in order to establish their brand in an emotional and less commercial environment and to get in direct contact with an attractive target group. As the Europe’s biggest Action- and Freestyle-sports event, this paper basically aims to examine and evaluate the currently revised Sponsorship concept of Freestyle.ch. For the purpose of a better and meaningful integration of Freestyle-industry related brands, a holistic approach for the development and implementation of extended and interactive Sponsorship platforms has been worked out. In combination with expert interviews and best practice examples of other major Action-sports events, practical recommendations in conclusion should help Freestyle.ch to successfully implement creative and experience-oriented Sponsorship activities in form of side-events, which are supposed to benefit Sponsors, spectators and Freestyle.ch likewise.

Abstract: The utilization of Online Shopping has increased heavily in recent years in Switzerland. Therefore, the E-Commerce sector has recorded increases in sales on an annual basis. Upcoming technology has facilitated the emergence of various forms of Online Shops and led to innovative shopping experiences. In the rather saturated online shopping market in Switzerland, new emerging businesses face great difficulties in acquiring customers and setting their shop apart from others. Up until now, the STUcard does not possess an online distribution channel. Nevertheless, the idea to set up an own online shop is existent and is perceived to be interesting to investigate. Therefore, the aim of this bachelor thesis is to evaluate the demand amongst the members as well as the various partners and brands of the STUcard. Additionally, another field of investigation constitutes the development of necessary components such an online shop should provide. With the help of numerous literature, an online conducted survey and three expert interviews, it is tried to evaluate the demand and what components should be implemented in a STUcard online shop.

Abstract: The competition in today’s tourism industry is ever growing. This competition is not only national or regional, but also due to the vast development of globalization, worldwide. This increased competition among destinations to attract tourists and thus secure their surviving, forces the tourism industry to continuously investigate into innovative marketing practices to further stay competitive. This Bachelor thesis examines how the destination of St. Gallen Bodensee can benefit from an innovative concept to incorporate the students and alumni of local university into their marketing activities and thus increase their competitive advantage among other destinations. The thesis is based on theory that handles the different keywords from the title and uses the applicable contents. Based on the relevant theory a Survey addressed towards the Students and Graduates was developed to gain further insight into the topic. The theory and the first hand research in combination are then used to develop a suitable strategy that can be implemented into the business of St. Gallen Bodensee Tourism. The outcome is then examined with suggestions and further steps for the organisation to consider, in case of realizing the findings of the Bachelor Thesis.

Abstract: Offering an excellent customer service provides many important benefits for a company, such as gaining loyal customers who spend more money on the service or product of the company as well as decreased marketing costs, due to positive word of mouth. This paper therefore aims to find out how everyglobe can accompany customers through the five stages of travel (dreaming – planning – booking – experiencing – sharing) with their online booking platform. Furthermore, practices to enhance customer loyalty through customer relationship management practices are outlined. Both parts focus on which practices can be used to add value to the customer. The empirical part consists of a survey conducted with 228 people of the Generation Y, 7 expert interviews and a benchmarking. Based upon the theoretical and empirical findings, recommendations are presented to everyglobe.

Abstract: Die Erlebbarkeit der Marke wird in der heutigen Erlebnisgesellschaft dem eigentlichen Produkt übergeordnet. Die Nutzung einer Betriebsbesichtigung als Marketinginstrument bietet die Möglichkeit, solch ein Erlebnis im eigenen Betrieb anbieten zu können. Die Brennerei Appenzeller Alpenbitter AG bietet seit Jahrzehnten eine hauseigene Betriebsbesichtigung an und möchte mit deren Erneuerung die Chance nutzen, ein neues und zahlreicheres Publikum anzusprechen. Analysiert wird in dieser Arbeit, inwiefern eine Betriebsbesichtigung als Mittel zur Kundenbindung und Neukundengewinnung eingesetzt werden kann. Die Ergebnisse stützen sich auf Fachliteratur, sowie teilstandardisierte Experteninterviews mit Vertretern von Schweizer Betriebsbesichtigungen. Die theoretischen Marketinggrundlagen und eine qualitative Benchmark-Analyse sollen die Basis für eine Best-Practice-Methode bilden. Entsprechend wird eine Handlungsempfehlung für die neue «Kräuterwelt» der Appenzeller Alpenbitter AG abgegeben.

Abstract: Knecht Reisen ist der viertgrösste Touroperator der Schweiz und steht – wie die gesamte Reisebranche – vor der grossen Frage, wie es nach Corona weitergehen soll. Ausserdem ist ungewiss, wie weit die Digitalisierung nach dieser Wild Card fortgeschritten ist und welche Rolle dabei der klassische Reisekatalog noch spielen wird. Diese Bachelorarbeit liefert einerseits Antworten bezüglich der Nachfrage nach Reisekatalogen sowie über deren zwingende Inhalte in zukünftigen Ausgaben. Andererseits wird untersucht, welche Schritte auf der Customer Journey vom Analogen ins Digitale transformiert werden sollen. Die ausgearbeiteten Strategien lassen sich aus der SWOT-Matrix lesen, die anschliessend als konkrete Handlungsempfehlungen formuliert werden. Die gewonnenen Ergebnisse stützen sich einerseits auf die fundierte Desk Research sowie die Experteninterviews und zweierlei Onlineumfragen, andererseits wurde die Customer Journey mittels eines Blueprints analysiert. Die daraus resultierenden Hand

Abstract: Toggenburg Tourism wants to hold their guests in the region and as a result increase their overnight stays. To reach this goal, the tourism destination wants to develop a more attractive guest card that fulfils the needs of their guests. This bachelor thesis highlights the must-have criteria for a successful guest card. Particularly, five successful destinations and their guest card systems are analysed in a benchmark analysis. Additionally, responsible people of these destinations were interviewed to get a practical insight into the different card systems. Further, a trend analysis to figure out the actual trends was done. These analyses lead to recommendations of how a successful guest card system should look like. At the end, this study is a helping tool for Toggenburg Tourism to decide which services shall be included in the new card system.

Abstract: The global tourism industry has grown rapidly in recent years and has become a key sector of the Swiss economy. Nevertheless, the crisis caused by COVID-19 has put a brake on this. Using Ascona-Locarno as a case study, the objective of this Bachelor thesis is to look at how tourism evolved throughout the pandemic and which new opportunities emerged as a result. During the pandemic, the marketing strategy proofed successful. The region, compared to other Swiss destinations, recorded a strong increase in domestic tourism. Furthermore, there has been an increase of visits by young travellers, a crucial market for the region since they represent the future. Therefore, to maintain this inflow, it is necessary to create a marketing strategy suitable also for this target group. A potential communication channel that seems to be interesting for the region in talking to young travellers is a social media that was trending during the pandemic: TikTok. By embracing this opportunity, the destination could take full advantage of the potential it has.

Abstract: Der Kanton Uri ist in zwei Tourismusregionen unterteilt, nämlich in die Regionen Urserntal/Urner Oberland und Urner Unterland mit je einer Destinationsmanagementorganisation. Obwohl bereits Marketingaktivitäten und Projekte gemeinsam umgesetzt werden, fehlt es an destinationsübergreifenden Angeboten. Ziel dieser Arbeit ist es, Ideen für destinationsübergreifende Angebote zu finden, die auf den Kernbotschaften/Positionierungen beider DMOs basieren. Dafür wird ein Design Thinking Workshop durchgeführt, der mit Hilfe von verschiedenen Kreativitätstechniken die Ideengenerierung fördert. Die gewonnenen Erkenntnisse aus der Planung und Durchführung des Workshops werden genutzt, um einen Leitfaden für einen erneuten Einsatz von Design Thinking zu erstellen. Dadurch werden Zuständigkeiten für eine zukünftige Zusammenarbeit für destinationsübergreifende Angebote geklärt. Empfehlungen für die Umsetzbarkeit der Ideen sowie für den erneuten Einsatz eines Design Thinking Workshops werden gemacht.

Abstract: The Regional Nature Park Schaffhausen works together with the park population to enhance the natural and cultural landscape. However, it is not entirely clear whether the SRNP is perceived accurately by stakeholders, as there are many ambiguities and misunderstandings about its territory, purpose and projects. Furthermore, there is not sufficient knowledge about what the stakeholders expect or how they experience the existing offers in the SRNP. Therefore, the aim of this bachelor thesis is to investigate the perception, expectation and experience of the SRNP. Another scope of research is to identify the most appropriate means of communication for the respective target groups in order to achieve an optimal understanding about the park. Qualitative expert interviews are conducted to collect perceptions, expectations and to analyse the status quo of communication. Finally, recommendations are made to achieve effective communication towards the park population and potential visitors.

Abstract: Die Nachfrage nach Übernachtungen in Chalets und TinyHouses und somit auch die Anzahl der Anbieter nimmt seit einiger Zeit stetig zu. Dies bedeutet, dass die Rivalität in diesem Markt wächst und es zusehends schwieriger wird sich mit einem neuen Beherbergungskonzept von der Masse abzuheben. In dieser Bachelorarbeit werden die Erfolgsfaktoren solcher Konzepte u.a. auf Basis semi-strukturierter Experteninterviews herausgearbeitet. Zudem werden die Gästesegmente bestehender Betriebe analysiert, um zu sehen, wer solche Chalets besonders attraktiv findet und weshalb diese Übernachtungsmöglichkeit so geschätzt wird. Als Ergebnis werden Möglichkeiten aufgezeigt, welche Art und Dimensionen von einem Chalet-Dorf im Zürcher Weinland Potenzial hat und worauf beim Konzipieren eines neuen Beherbergungsangebots geachtet werden muss. Aus diesem Grund wird unter anderem der zukünftige Chalet-Dorf Gast definiert, um die Infrastruktur und das Angebot anhand seiner Bedürfnisse gestalten zu können.

Abstract: The Toy Museum in Riehen is the oldest one in Switzerland with one of the most important collections of all kinds of European toys. As the museum is small and has a constrained marketing budget and faced with a big competitor such as the Doll’s house Museum in Basel, it has to think about how it could reach its potential visitors effectively. The paper starts with a short theoretical input about the specific challenges of museum marketing – especially the communication part of it. In the following the Toy museum, its target group and its competitors are presented. An analysis of the present communication policy of the Museum is made. Several interviews with experts and professionals in the field are carried out in order to connect theory with practice and to get information about possibilities and experiences how to communicate and promote the offers of museums. The focus of the paper is on the creation of a communication concept for the Toy Museum. Suggestions for a communication campaign for the Christmas market taking place at the museum are made and further recommendations for the communication in general are given. A communication plan including timeframes and budget is out lined.

Abstract: Swiss tourism industry affected by the slowdown of European economy is experiencing a decrease in foreign overnight stays from the euro-zone. While the traditional markets show striking declines, the emerging markets, such as Russia have a strong increase in overnight stays. In fact, Russia has had a very positive development of overnight stays in Switzerland over the past few years and the mid-term prognosis for growth is extremely high. Arosa Tempus AG recognises potential of the Russian market and therefore, is eager to have more Russian guests in Arosa. This bachelor thesis analyses the current situation of Arosa regarding the Russian market and defines the most effective promotion channels for Arosa in Russia. The recommendations on how to successfully promote Arosa in Russia are given based on extensive literature review on the topic and findings from the interviews with industry professionals from Russia and Switzerland.

Abstract: The Alfa Romeo F1 Team is one of ten racing teams competing in Formula 1. The aim of this study is to find out which criteria can be used to design an event in such a way that fan engagement with the Alfa Romeo F1 Team can be intensified. For this purpose, the following research question is posed: How can an event plan be sensibly designed to intensify fan engagement around the Alfa Romeo F1 Team?  To answer the research question, a mixed method approach was applied. For this purpose, an online survey was conducted. Furthermore, expert interviews were held. The interview partners were experts from the industry, who have all been in contact with Formula 1 for several years. Among other things, it was examined what a potential target group looks like, how this target group has developed over the years, what demands the target group has of a fan event, and what points stand out. Finally, these findings were used to create an event concept that can be used to intensify fan engagement.

Abstract: The destination of Davos Klosters is well-known due to its conferences, diverse sport activities and nature scenery. However, just like any alpine destinations, the destination is plagued with climate and seasonality issues. Due to these factors, the importance of their summer tourism has been recognized. This Bachelor Thesis provides an overview of the needs and behaviour of the tourists in Davos Klosters in the summer. A questionnaire is used to gather vital data but also to identify the gaps of their summer offerings. From the results of the questionnaire, potential offers for the new segment will be discussed. One specific offer will be deeply analysed as per request of the representative of the destination. Recommendations for the specific market segment will be deduced from literature reviews and the questionnaire. The potential of these recommendations will be assessed from interviews with experts from other destinations and an expert with a deep understanding of the segment.

Abstract: This paper addresses the topic of day tourism and within this field it is the aim to develop a strategy for measuring the amount of day visitors. These play an important role in the tourism industry but are much more difficult to count than their counterparts, those who stay overnight. Due to this difficulty, there are hardly any methods or instruments in use yet anywhere in the world. It was the goal of the author together with the external partner Chur Tourismus to change that. This Bachelor thesis compares and evaluates different counting methods in tourism in order to find and develop the most suitable instrument for Chur, considering the requirements of Chur Tourism and the characteristics of the city. Two survey-based methods were tested for the first time within this paper, guest surveys in nearby destinations as well as counting visitors and conducting surveys in the old town of Chur. Although the thesis is a case study for the city of Chur, the findings indicate a strategy which could be implemented in other Swiss cites as well.

Abstract: Die geringe Auslastung im jährlichen Durchschnitt und eine unzureichende Wettbewerbsfähigkeit sind Herausforderungen, denen sich ein Val Müstair und verschiedene Bergregionen der Schweiz, stellen müssen. Gerlinde Zuber versucht mit ‘Alpine Sabbatical’ ein nachhaltiges Angebot zu schaffen, welches die Nebensaison besser auslastet. Ziel dieser Bachelorarbeit ist es, die Anwendbarkeit des ‘Alpine Sabbatical’ auf das Val Müstair zu untersuchen. Dazu wurden zuerst Interviews mit den Pilotregionen Surselva und Prättigau geführt, um deren Erfahrungswert der Umsetzung aufzuzeigen. Aufbauend auf den Erkenntnissen wurden wiederum Interviews mit der Region Val Müstair mit dem Ziel geführt, die Chancen und Risiken einer Übertragung des ‘Alpine Sabbaticals’ auf das Val Müstair zu prüfen. Als Ergebnis dieser Untersuchung werden Handlungsempfehlungen abgeleitet, welche helfen sollen eine Implementation im Val Müstair und in weiteren Bergregionen zu bewerkstelligen.

Abstract: Strangers & Friends is a start-up company that wants to develop a platform for social and sustainable travel providers. As in the Swiss market such a platform is not existing yet, it is crucial to examine its potential. Therefore, this Bachelor Thesis will focus on giving recommendations for the platform development according to the supply side. To ensure that feasible and successful measures will be determined, various research approaches have been conducted. The term “social tourism” with its concepts and current influencing trends has been investigated by means of a literature review. A comparison of similar platforms in different geographical markets as well as expert interviews in the Swiss tourism industry have been conducted to assess different concepts and strategies in tourism but also to examine the potential of such a platform. Finally, chances and risks have been summarized in a STEEP-analysis and according recommendations have been given for the platform development.

Abstract: Switzerland Tourism is the national organisation which is in charge of promoting the Swiss tourism abroad. Their task is to make Switzerland look attractive to people abroad and to encourage people to visit the country. In order for them to succeed many factors play a great role. One of them is the prices that exist in Switzerland because these prices can be a factor that determines whether a person want to visit the country or not. Since the country is seen as an expensive destination the question is if there are options which are low priced. This Bachelor Thesis has therefore the task to give ideas on how to enjoy and experience Switzerland during summer when having a small budget with the help of interviews with people currently staying in the country. In-depth interviews are conducted in the cities Lucerne, Bern and Zurich with European leisure-summer-city tourists and exchange students to find out how they feel about the prices, image and experiences in Switzerland and what their expectations were. The collection was adjusted to the expectations of the respondents and is proposed together with a short marketing concept as a recommendation for future steps.

Abstract: One of the biggest challenges within the hotel industry is the strong competition. A lot of changes are occurring and hotel chains have find new solutions in order to stay competitive. New entrants are appearing and the way of doing business with third-party operators shape the industry differently. Everything is becoming more complicated especially when hotel chains want to expand their brand portfolio. The literature depicts some European countries and comparisons with the Swiss market are then possible. The Swiss system is portrayed in depth. Moreover, the different type of operating models is depicted including third-party operators. New trends and some new entrants are explained. The bachelor thesis provides findings where strategic challenges, news trends and new entrants are analysed. The discussion includes possible ways of dealing with all these challenges. Crucial inputs, which are deducted from the interviews, are implemented in the findings and the recommendations.

Abstract: Flughafen Zürich AG runs one of the most valuable transport hubs of Switzerland: Zurich Airport. Their task is to maintain the operations as a transport hub. As the capacity in Switzerland will not be sufficient in 20 years when it grows at a moderate growth rate, new ways for potential growth development need to be found. One solution could be the expansion of Zurich airport to a well-developed intermodal hub. This bachelor thesis aims to develop a strategy for Zurich airport in order to be able to continuously compete with other European airport hubs. The focus lies on developing recommendations as to what the opportunities and challenges of intermodality are and how it might be beneficial for Zurich airport. In order to achieve this goal, numerous analyses of external and internal factors have been conducted with the support of primary and secondary literature. Based on the analyses and a general understanding of the development of intermodality, recommendations are made.

Abstract: In der hypervernetzten, bildgewaltigen und multimedialen Medienwelt wird es stets schwieriger, die Aufmerksamkeit von Kunden zu erreichen. Darum ist das Thema digital Storytelling in den letzten Jahren immer populärer geworden. Geschichten sind Erlebnisse und knüpfen bei Emotionen an. Tourismusdestinationen buhlen um die Aufmerksamkeit potenzieller Gäste, sind erlebnisreich und deshalb prädestiniert um Geschichten zu erzählen. Damit das Potenzial von "Digital Storytelling" genutzt werden kann, bündelt diese Arbeit bestehende Ansätze und Erfahrungen. Darüber hinaus werden Strategievorschläge für Tourismusdestinationen abgeleitet. In der Arbeit werden mittels einer Datenanalyse verschiedene Storytelling-Umsetzungen miteinander verglichen. Durch Interviews werden Erfolgsfaktoren evaluiert. Im Anschluss wird aus den gewonnenen Erkenntnissen Empfehlungen in Form eines Konzepts für digital Storytelling auf Social Media an Thurgau Tourismus abgegeben.

Abstract: Worldwide competition in tourism has increased in the last couple of years. New resorts were built with high qualitative products for low prices. Since Switzerland is known for its high prices, the only possibility to gain competitive advantage is through a clear positioning by means of quality. Lenzerheide follows this trend and improves and develops its products steadily. This individual diploma thesis focuses on an analysis of leisure facilities as well as their development. The first part of this thesis aims to measure the customer value of existing products of Lenzerheide Tourism as well as of local suppliers. This should be done through a survey. Out of the results possible measures to develop or to improve products should be suggested. Another part of the thesis is to analyse existing cooperation of Lenzerheide Tourism and the existing communication tools to inform the guest on the spot. Based on the analysis future cooperation partners and communication channels should be proposed. A closing word will sum up the topic.

Abstract: Chinesische Touristen sind dafür bekannt, in grossen Gruppen zu reisen. In den letzten Jahren besuchen die chinesischen Gäste die Schweiz jedoch immer häufiger auch als Individualtouristen. Diese Entwicklung stellt eine grosse Chance für kleinere Schweizer Destinationen dar. Sofern das Potenzial richtig genutzt wird, kann auch Graubünden künftig vom chinesischen Individualreisemarkt profitieren. Die Bachelorthesis analysiert die Bedürfnisse und Erwartungen von chinesischen Individualtouristen während ihrem Aufenthalt in Graubünden. Die Ergebnisse einer fundierten Literaturrecherche werden mit den Antworten von Befragungen verschiedener Experten verglichen. Daraus werden Handlungsempfehlungen für das Hotel Alpina in Tschiertschen und für die Destination abgeleitet, durch deren Umsetzung das Potenzial des chinesischen Individualreisemarkts besser genutzt werden kann und eine optimale Betreuung der Zielgruppe ermöglicht werden soll.

Abstract: In recent years aviation and its impact on climate change has become the dominant environmental issue related to tourism. In addition, customers get more and more aware of environmental issues but people clearly do not want to travel less, as the society gets more hyper-mobile. The growing market has to be taken as a chance by including passengers directly in an environmental friendly development. One possibility to involve the customer in ecological-friendly measures is the so called voluntary carbon offsetting schemes. So far carbon offsetting schemes within air travel were not receiving much attention and passengers make little use of it. The aim of this bachelor thesis is to find out from the customer site what actually influences pro-environmental behavior and if such behavior patterns can also be transferred to pro-environmental air travel behavior. Furthermore, it is assessed how passengers would act if such schemes become compulsory or if they should remain on a voluntary level. The most important aspects which were found in the literature review and which could be transferred to pro-environmental air travel behavior are then presented in a framework which is then analyzed in the section of methodology. Through a survey which has been conducted among 442 respondents, the gaps of the usage of carbon offsetting schemes in connection with current air travel behavior are investigated which in the end lead to future implications which should be taken by the airline to make carbon offsetting schemes more attractive.

Abstract: Frequent flyer programs such as Miles & More from Lufthansa/SWISS are today a standard service which every airline has to provide in order to keep especially the solvent clients satisfied. Lounge access, waiting list priority and priority baggage handling are only a few of the additional service which offer a superior experience for the customer. Depending on how many miles a passenger collects for flights and other services, the quicker he can climb through the different stages of the membership system. However as fast as one ascends he can also plunge into lover levels, if not providing the necessary traveling distance and thus miles within the set timeframe. The purpose of this bachelor thesis is to find out, what impact such negative changes have on the customer behaviour and their loyalty towards the program. As a part of the study an online survey has been conducted among frequent flyers. Together with an in depth theoretical analysis of customer retention, a case study and an expert interview this research should help to understand the customer behaviour of frequent flyer program members better.