Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Generally, the recruitment and selection of employees to fill vacancies is one of the most essential and sensitive issues for an organisation. Irrespective of whether a company employs 10, 100 or 1.000 people and regardless of whether these people work for an airline or a hospital, a firm’s competitiveness and hence its success depends on its people. This thesis evaluates Helvetic Airways’ recruitment process for cabin attendants. The enquiry begins with the assessment of the adequacy of the job specification and the job advertisement. The focus then becomes the critical evaluation of the selection methods used by the firm to identify suitable candidates. On the basis of identified weaknesses, proposals for improvements towards an optimised recruitment process are presented. The literature review is supplemented by an employee survey and my own observations during an assessment day in order for the thesis to be based on several perspectives.

Abstract: Several fatal wrong decisions of referees at past football tournaments have raised the claim for goal-line technology in international professional football. Moreover, technological assistance in other sports has already proven to be successful and therefore makes the claim for goal-line technology in the world’s most popular sport even stronger. The way for technological aid is paved, but the implementation process is extensive. This bachelor thesis researches the core topics of the implementation of goal-line technology in football, provides general overview information as well as detailed evidence about specific issues. It illustrates benefits as well as disadvantages and offers the reader of this thesis the opportunity to build an own opinion. The assignment bases on the history of sports and the development of football, explains historical wrong decisions, the emergence of the claim for goal-line technology in football, current FIFA licenced systems and the process of the whole affair. Finally, it augments theoretical aspects by two expert interviews.

Abstract: Public relations is the most misunderstood field of communication, however, it can be one of the most cost-effective tools of communication. These days, in the fast moving economy, advertising costs are increasing dramatically whereas customer reach is dropping. The use of various Public Relations techniques is crucial and beneficial with the intention of distinguishing a company from its competitors. In order to discover the most effective promotional tool, an evaluation of the public relations activity has to be carried out. There are many different models so as to evaluate the public relations activity in literature, though, no model is agreed upon. This bachelor thesis gives profound knowledge in the field of public relations and its activities. Furthermore, the seven main criteria for the evaluation of public relations are demonstrated. Based on these criteria, the «Integrated PR-Evaluation Model of Besson» is used as a basis for establishing a guideline regarding the measurement of public relations of Zai. The purpose of this bachelor thesis is to present a guideline for measuring the public relations activity of Zai by giving them a hands-on tool for future PR activities.

Abstract: UNESCO World Heritage Sites are known by a variety of people. Its emblem and logo trigger protection in the people’s minds and enjoy a world-wide awareness. A logo that has international reach holds a huge potential not only for the tourism industry but also for the identification of the population with their heritage. The UNESCO World Heritage Swiss Tectonic Arena Sardona is a rather young heritage site which is about to gain ground and acceptance in the tourism industry. According to show the potential and challenges such a designation holds, research was conducted amongst several UNESCO World Heritage Sites to understand how they have benefited from the logo usage and what the current challenges are. Additional research was done in the field of tourist segments, laws and regulations for using a logo, destination branding, image formation and experiences of a best-case example.

Abstract: Although the importance of the combination of tourism and culture is widely recognized, to date very little research has been led on the cultural significance of the expectations of incoming Japanese tourists with regard to the Swiss touristic products and services. Moreover, the application of the research insights in practical situations and the development of culture-oriented services for Japanese visitors have not yet been discussed profoundly. Therefore, this thesis aims to fill the gap in literature by combining the extensively researched cultural field with the tourism behaviour of the Japanese and discusses how to apply this knowledge to the specific case of Switzerland. The secondary research is supplemented by primary research in the form of questionnaire surveys conducted with Japanese tourists and three expert interviews. By this means, the links between the travel behaviour and the Japanese cultural values are provided along with those service fields that should be emphasized when serving Japanese guests. It further underlines the gap between what the tourists expect and their actual perception. Finally, the cultural implication of how Switzerland can improve its attractiveness as a destination for Japanese tourists by considering culture-oriented service provision is discussed.

Abstract: Sponsoring is a well-established instrument of the marketing and corporate communication, wherein a significant objective for sponsors is high media coverage to achieve communication goals. Despite increasing acceptance and media interest of impaired athletes’ top performances, media attention or television broadcasting of national and international events within disabled sport barely occur. This scarce attention from the media and especially sponsors was also reflected when PluSport Behindertensport Schweiz, for the first time realised the 2013 SuvaCare IPC Alpine Skiing World Cup (SIASWC) in St. Moritz. The aim of this Bachelor thesis therefore is to analyse the initial event concept with specific focus on sponsoring activities. This study shall provide a conceptual groundwork for further conception related to a successful sponsor acquisition for future executions of the SIASWC, give insights into the relevant fields of interest and eventually suggest possible improvements and specific measures regarding the sponsoring concept and sponsor acquisition process.

Abstract: Architecture and design in the hotel industry has become an essential marketing tool. The inside-look enabled by today’s communication tools, especially the internet, an immediate first impression of the hotel can be gained by the potential customer. On the other hand, customers have to cope with greater overall number of hotels, types of hotels and a substantial increase in the number of «extras». Thus, a profound understanding of the effect of architecture and design on the hotel industry is fundamental. This bachelor thesis defines criteria of what constitutes good hotel architecture and design. For the purpose of this thesis, the criteria were designed into a system of analysis and testing. To determine the validity of the system of analysis and testing, four hotel case studies are examined. Conclusions are drawn about the systems value to the hotel industry and general conclusions about the value and place of architecture and design in today’s hotel market.

Abstract: Das Heidi gehört zur Schweiz. Es symbolisiert Schweizer Werte wie die Sehnsucht nach Heimat, Natur, Freiheit und Gesundheit. Deshalb wundert es nicht, dass viele Touristen in die Schweiz kommen um den Spuren des Heidis zu folgen. Eine Station auf ihrem Weg kann dabei das Heididorf in Maienfeld sein. Diese Bachelorarbeit möchte in einem ersten Schritt herausfinden welche Werte Touristen mit dem Heidi verbinden und welche Unterschiede sich finden zwischen verschiedenen Nationalitäten, Altersgruppen oder Reisearten. In einem zweiten Schritt soll mittels eines Fragebogens herausgefunden werden, ob die Besucher des Heididorfs diese Werte wiederfinden. Als Methode wird dabei die identitätsbasierte Markenführung angewandt, die auf einem Selbstbild und einem Fremdbild der Marke basiert. Das Selbstbild bildet sich dabei im Unternehmen selber und das Fremdbild entsteht bei den Anspruchsgruppen. In dieser Arbeit wird das Selbstbild durch Literaturquellen geformt und das Fremdbild durch den Fragebogen ermittelt.

Abstract: In today›s world information is everywhere but it is difficult to find the right information at the right time. To meet this information need, there are different solutions on the market. Next to online sources, more and more organizations use modern information systems. Airports and shopping malls emphasize with interactive systems. However, to understand this information system different sources should be checked. Knowledge of services, definition of information and fundamentals of information systems are lined out. This Bachelor thesis reveals information seeking behaviour of Swiss railway passengers. Furthermore, it analyses the existing information tools, which were provided by the Schweizerischen Bundesbahnen AG and gives an overview about potential information systems. Finally, recommendations for the SBB AG are given.

Abstract: Environmental change and how to respond to it is a global problem. A surfeit of atmospheric carbon dioxide (CO2) is impacting the earth’s ecosystems. Human activities influence oceans and landscapes while the peak of fossil fuel sources is reached. Actions are needed to be undertaken today in order to guarantee a viable future for later generations. This study aims at exploring the impact of a surf camp on its surrounding environment and what steps have to be taken to lower it. Within the theoretical framework of ecological sustainability environmental issues concerning the surf camp are analysed such as the sustainability of surf tourism. It further seeks depicting the significance of a CO2 analysis, as a sustainability measurement, for the people and nature involved and what consequences could be entailed if no actions are taken. Knowledge gaps in literature about the impact of environmental change of surf camps exist. This thesis tries to fill this gap by analysing a surf camp’s yearly CO2 emissions, thereby identifying its main impacts. The findings from the CO2 analysis and possible environmental changes the camp intends to undertake are tested in a customer survey in order to find out their opinion about it and readiness to adapt. Finally recommendations for the surf camp on how to lower its yearly CO2 emissions and improve its ecological sustainability are given.

Abstract: Kontiki Reisen is a well-known Swiss tour operator specialised in journeys to destinations in Northern Europe. Kontiki enjoyed a constant growth over the past few years. Key to this success, among other factors, is the highly motivated and passionate workforce assuring excellent service to the customers. Acknowledging the importance of the staff has made recruitment and retention of effective employees a key issue of the management. This thesis aims to identify possible improvements with regard to recruitment and retention. The focus has been set on the topics employee satisfaction, employer branding and corporate culture due to their influence on human resource management. The research includes both a literature review and an empirical research. A survey has been conducted with the workforce of Kontiki in order to find out their work satisfaction and opinion about the corporate culture. For the topic employer branding, expert interviews aimed to detect current trends. Resulting arguments and findings provide the basis for comprehensive recommendations to the management of Kontiki.

Abstract: The Sea Turtle Conservancy’s Eco-Volunteer Programs dealing with sea turtles can only be offered from March until September which results in an almost empty field station during the remainder of the year. However, in order to get as much support as possible, the Sea Turtle Conservancy should also be able to offer an Eco-Volunteer Program during this time that the turtles are not present. Their program focusing on neo-tropical and tropical birds would be perfect to fill this gap since certain birds are there all year round. This bachelor thesis identifies the right target group for the organization’s Eco-Volunteer Program dealing with neo-tropical and tropical birds. Additionally, it investigates this target group’s demographics, motivations, expectations as well as preferred information sources and booking channels. The literature review is supplemented by an online survey. Finally, recommendations for the Sea Turtle Conservancy are deduced from the findings.

Abstract: Football has filled people since nearly two centuries with enthusiasm. The past years, football has gone through a commercialization, which has brought up new elements like shows and the involvement of gates into the stadiums. Football is developing into a more commercial event. Sport and entertainment are increasingly staged together. This development has brought up new needs from the society. Today, fans are looking for a more spectacular supporting program and want to experience special and exciting moments. The sporting competition is just the core of the program these days and the entertainment program in stadiums has to follow-up a clever devised dramaturgy. This development has led to some difficulties for the Liechtenstein Football Club Vaduz. The club is trying to increase the amount of visitors through different strategies. Unfortunately, their fans fail to appear. This thesis analyse the actual situation and problems of FC Vaduz in order to give recommendations to improve the situation.

Abstract: The ice hockey club of Davos (HCD) caters to its spectators at the home matches in the Vaillant Arena Davos, whose revenue generated can provide the club with additional valuable financial means. The motivation for the topic of this bachelor thesis was the desire to find out if and where there were potentials of improvement which would presumably lead to the best possible satisfied customers, additional sales revenue and easier handling for all staff members involved. The main focus is set on the range of goods offered and various processes, with strong emphasis on the consumer behaviour of the target group. Very little specific literature about catering in sports arenas is available, which this thesis is intended to enhance. Additionally, a survey conducted with slightly over 300 respondents at an ice hockey game in the Vaillant Arena, as well as a benchmark with experts being in charge of the catering of the BOSSARD Arena in Zug and PostFinance Arena in Bern are provided. Furthermore, the sales figures from the HCD of the previous ice hockey season have been supplied by the external partner and are aimed to support the evaluations. These various methods lead to recommendations for adjustments for the HCD concerning various aspects.

Abstract: The high quality standards of luxury hotels like the Grand Resort Bad Ragaz call for employing the best people. Women are very much capable of being among the best employees, but they frequently cannot be flexible enough because of their children. To make it possible for mothers to join the workforce, it is necessary for them to find external care for their children. Such places are rare, especially in the region of Bad Ragaz. This Bachelor thesis presents answers to the question of whether the flexibility of the employees can be increased through the availability of a day nursery. Moreover, it shows how the market of day nurseries works and what the criteria are of effectively operating day nurseries. Findings from the literature review are supplemented by the results of a quantitative survey of more than 400 participating employees of Grand Resort Bad Ragaz and of potential partner companies. In addition, the contents of numerous expert interviews are included in the analysis. As a final result, detailed recommendations for a successful decision making are provided to the responsible managers of the Grand Resort Bad Ragaz.

Abstract: The on-going globalization has led to a reinforced competition for existing customers. Service and product providers have realised that the price is not anymore the first priority why customers seek the cooperation. Therefore a professionally managed key account management is required in order to survive under highly competitive circumstances. This bachelor thesis emphasizes on the importance of key account management with all its ingredients. Furthermore it points out the steps which have to be undertaken in order to implement and apply key account management properly. The bachelor thesis combines the literature approach with expert interviews from various fields to impart applicability. The bachelor thesis consists mainly of a literature review, expert interviews and an analysis of the current situation of the AG Hallenstadion. The main objective of this work is to develop a key account management conception for the AG Hallenstadion. The recommendations given consist of findings from the literature review and the results from the expert interviews.

Abstract: Sustainable tourism has been widely recognized and scientifically analyzed over the last years as one of the new and fast developing niches in the tourism industry. Coach tourism in contrast has previously been neglected in any scientific journals and other literature. Hence this thesis is focusing on outlining the potentials of coach tourism in regards to sustainable travel, as the synergy potential between both branches has not been examined so far and environmentally friendly travel is of growing importance. This could be achieved with the help of the German coach tour operator Avanti Reisen, known in the industry for its sustainability approach and the unconventional coach tours. With a customer questionnaire the attitude of coach tourist with reference to the coach as being an eco-friendly transport mode, is highlighted. Additionally a case study, comparing different transport modes in regards to their economical and ecological performance, evaluates the potential of the coach as an environmentally friendly means of transport.

Abstract: Corporate social responsibility (CSR) has become a popular topic in today’s business world, it is widely recognized as a value-adding factor. Simultaneously, sports has partly become a business. Therefore, It seems fair to ask how ideas and measures regarding CSR can be converted from generic business to the sports industry and to what extent this has been done. In the course of this bachelor thesis, different interpretations and definitions regarding CSR are pointed out in the literature review. Interviewed experts from sports federations, sports events and sports clubs explain how concepts focusing on social responsibility can be implemented and suggest improvements. The gathered information is then used to formulate possible CSR strategies for sports clubs. Benefits and difficulties are highlighted with a particular focus on the fringe sport floorball. In a final step, recommendations for UHC Alligator Malans are deduced from the findings.

Abstract: Audiovisual productions, such as feature films or TV shows, have attracted the attention of many countries and regions, as they have proven to have significant impacts on the economy and employment, the domestic film industry, tourism and the image of a region or country. Placing a destination in a film is seen as the ultimate form of product placement, as well as miracle cure for ailing destinations. In order to capitalize on this fast-growing phenomenon, more and more countries and regions are establishing film commissions, which promote and develop filming activity within the jurisdiction. The goal of this thesis is to develop a business model for Switzerland’s national film commission, Film Location Switzerland. In a first step, the impacts of audiovisual productions and their main beneficiaries will be identified, followed by an exploitation of a business model framework. Combining these insights with interviews with stakeholders, international film commissions and experts, a possible business model for Film Location Switzerland will be discussed, and recommendations for its implementation will be given.

Abstract: Nowadays, a lot of companies organise meetings outside of their own office because they just don’t have enough space within their own facilities to either ensure a strong coherence within the team or to escape for once from the daily business life. The Casinotheater Winterthur provides companies with different possibilities to hold such a meeting or workshop within its complex. The purpose of this Individual Bachelor Thesis is to help Casinotheater Winterthur to gain more out of their attendance at SuisseEMEX’12 where they want to promote its facilities. SuisseEMEX is Switzerland’s leading B2B trade show for marketing, communication, events and promotion. Opinions that electronic media replaces fairs are often heard. But they are not yet true. For the majority of industries, fairs are still very important to address the already existing but mainly new target groups. After an extended benchmark analysis a custome-made fair concept for Casinotheater Winterthur was elaborated. The literature review contains a survey with potential clients of Casinotheater Winterthur to find out their expectations when it comes to organising a meeting in an external company.

Abstract: Nowadays events are part of the daily live and especially in summer open air music festivals mushroom all over, especially festivals became more and more an important part of many people’s summer activities for young and old and therefore the demand for all kind of festivals is rising and rising. This bachelor thesis picks out one festival and analyzes how the whole organization is done. With the help of in-depth interviews the most important parts of the five phases model from project/event management will be gathered and integrated into a new and especially shorter form of the mentioned model. Based on the new model, recommendations will be done for an improved organization process of the Elements of Rock.

Abstract: In the deregulated airline industry carriers can compete either by implementing a low cost structure or by service excellence. Product and service offerings have become heterogeneous and airlines have difficulties to preserve a sustainable USP. Thus, a strong brand positioning and a good image have become imperative in such a challenging market environment. Strong brand positioning, however, requires coherent product and service offerings, which support the brand identity and lead to an enhanced customer value. This bachelor thesis highlights the theoretical background of SWISS’s branding approach and how the carrier’s product and service could be adapted to embody the company’s core values. In addition, the literature findings are discussed with experts from SWISS. In a second step, a passenger survey was conducted in order to understand and gain access to the customer’s point of view. In a third step, interviews with aviation experts from around the world were carried out in order to cross-check and analyse prior findings. Finally, recommendations for SWISS are deduced from prior findings.

Abstract: In the recent years, the resort in Fiesch faced a strong decrease of overnight stays due to an inappropriate marketing strategy and the European economic situation. The aim is to add value and relaunch the resort. Therefore, a new event business segment shall be developed. This Bachelor Thesis takes a look on the events industry and various types of events. Based on concepts presented in the literature and a thorough analysis of the company????s situation, opportunities and event-market segments are presented and realistic event ideas are proposed. Towards the main objective, which is proposing new products for meetings and events, an extensive literature review is performed. Insights from this review are complemented by case studies and utilized to develop new product concepts for the resort. In addition, the results of two expert interviews strengthen the arguments outlined in this thesis. To conclude, recommendations for the resort are deduced from our findings.

Abstract: The appreciation of the Swiss currency represents a major challenge for tourism destinations in Switzerland. Tourists from Euro-regions are discouraged by the sudden increase in price level of more than 25% in real terms since the end of 2007 and Swiss guests are therefore also more attracted to cheaper vacations in the Euro-region. Hence, a profound understanding of the development of the Swiss Franc and its impact on guests visiting Swiss destinations is needed to competently react in this situation. In literature, the influence of exchange rate movements on tourism has partly been discussed; however, barely any generalizable findings with reference to Swiss destinations can be drawn. Thus, this bachelor thesis aims at filling some of these existing gaps. Moreover, it shall help Lenzerheide Marketing & Support AG to implement measures to successfully cope with the strong Swiss Franc. For this purpose, 130 guest surveys, 26 online stakeholder questionnaires and five expert interviews with leaders of Swiss tourism destinations have been lead.

Abstract: Sport Sponsoring is evolving to a better tool for marketers. In the canton of Grisons there are but a few sport properties that make use of sport sponsoring with a strategic approach. The Calanda Broncos the American football club from Chur/Landquart have had difficulties to create long term partnerships. In the season of 2012 they had no main sponsor. However, with their recent sportive success, becoming the best European football team, having more international games and being followed by media from all over the continent, new opportunities opened for the club. Nonetheless, to grasp those opportunities the club needs to improve its sponsoring offer. This thesis aims to guide the American football club to sponsoring success. In most marketing and sports management literature sponsoring is often explained as separate parts of a cars engine, there are only but a few researchers that explain how the engine works together. This Bachelor thesis sets out a step by step guide leading through different phases and merging the tasks to one process. It results in providing the sports club with a practical guide and makes recommendations for the future approach and strategy to the clubs sponsoring.

Abstract: Saanen, the historical as well as political centre of the Saanenland is taking several actions until 2015 with the aim to reposition itself. The construction of the tunnel could already be realised in 2010 in order to keep the traffic away from the village centre. Until 2015, several public and private building projects are planned as well as the reconstruction of the centre with the renovation of houses, streets etc. Having in mind that the village of Saanen is protected by the Swiss Federal Office of Culture, the aim of this study is to give the destination Gstaad Saanenland Tourism inputs of how it could reposition the historical village of Saanen also in a touristic way with some authentic products that stand in correlation to the already existing attractions of the village as well as with the local history and cultural habits. The overall aim of the repositioning and therefore also of the new products is to raise the awareness of Saanen among already loyal customers of the region as well as to attract potentially new customer segments towards the region, with Saanen as a product and village that is different to the already well-known ones of the region.

Abstract: In Switzerland the mountain railway industry has been facing a loss of customers since the 90s. The tendency indicates a further decline in the future. On the other hand, cable car companies invest heavily into new infrastructure to provide capacity and compete on the market. There are three possibilities to stay profitable: decrease costs, increase sales volume or increase price. This Bachelor thesis focuses on the latter, the price as a power tool. A change in price has the highest impact on earnings. Yield management is a pricing approach that aims at squeezing as much money out of the customer as possible. At present various research has been conducted about yield management in both the airline and hotel industry. First indication of revenue management in the mountain railway industry can be observed, but little research is available yet. The main objective of this work is to devise an application model of yield management to this field of business in general, and the Lenzerheide Bergbahnen AG in specific. The propositions are based on findings from other industry sectors, expert interviews and competitor`s activities.

Abstract: People are losing their relationship to the environment. Rural areas are getting urbanised and new technologies are determining peoples’ lives. A tool to bring the environment closer to people and mediate environmental education is the themed pathway. A themed pathway offers an experience outdoors that creates an emotional connection with the environment. Consequently, it forms the basis for the development of environmental consciousness and environmental-friendly actions. The project in focus aims to create an Educational Environmental Bike Route from Zurich to Chur. The bike route targets to make people aware of their daily energy consumption and motivate them to adapt a more sustainable behaviour. The aim of this Bachelor Thesis is to identify important success elements of themed pathways that will ensure the success of the Educational Environmental Bike Route. The outcome of this Thesis is the creation of a holistic model, which considers the experience creation outdoors and principles of environmental education.

Abstract: The most important components of a successful ski area are, apart the ski slopes and their accessibility, the available gastronomy offers. To increase the gastronomy offers attractiveness, is a continuous task of tourism. Therefore, the Lenzerheide Bergbahnen AG, having a wide influence on the local gastronomy, decided to extend the numbers of unique restaurants. The aim of this paper is to examine whether a repositioning of the Alp Scharmoin to a restaurant is not only a vision but also feasible. Among others, different questions will be addressed, as for example, identify a new type of gastronomy offer, build a unique selling proposition, a detail menu card and interior design. All these questions will be answered within this bachelor thesis.

Abstract: Sustainability is a concept which is getting more and more important in the tourism sector. High price levels, growing pressure of competition due to the very high capacity and tempting prices of the competition lead the hospitality industry to a quality focus. The only successful and profitable way for the hospitality industry is profiling itself with labels. Also ibex fairstay, formerly «Steinbock-Label», made it to its business to certificate sustainable hospitality companies. The purpose of this Bachelor Thesis is to find out how efficient ibex fairstay is for labeled hospitality companies and its customers. The thesis will furthermore show up how the customers perceive and appreciate the efforts made. Moreover, the research deals with the benefits of a certification through ibex fairstay. No research has been done so far in the field of efforts, perception and benefits of a certification through ibex fairstay. To fill this gap relevant literature has been collated followed by interviews with hospitality managers and a survey with guests of companies already certified by ibex fairstay.

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: 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: 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: 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: Over the decades, tourism has experienced continued growth and deepening diversification to become one of the fastest growing economic sectors in the world. One area of tourism which is said to be increasingly growing in the future is cultural tourism. Due to higher education, people become more eager for knowledge. This leads to a relative growth of cultural tourism. Therefore, many tourism organizations like St.Gallen-Bodensee Tourism increasingly focus on the marketing of cultural offers. However, at least 80% of the tourists of St.Gallen-Bodensee are business tourists. This Bachelor thesis deals with the question on how to attract leisure tourists, namely cultural and culinary tourists, to the destination St.Gallen-Bodensee. Firstly, central aspects of cultural and culinary tourism such as definitions and typologies of cultural tourists are outlined. Furthermore, a benchmark study as well as a SWOT analysis of St.Gallen-Bodensee as a cultural and culinary destination is created. Based on the findings of literature and internet research as well as in-depth interviews with experts, recommendations for St.Gallen-Bodensee Tourism on how to attract leisure tourists are published with the suggestion of new packages.

Abstract: «Bewusst geniessen!» is a contemporary food concept applied in the community gastronomy services of the ZFV-Unternehmungen throughout Switzerland. Despite its strengths, «Bewusst geniessen!» faces three main challenges; if the concept satisfies customer’s needs, if it is still competitive and how its communication can be improved. This Bachelor Thesis is comprised of various external as well as internal analyses in order to create an individual and sustainable communication concept. All the analyses conducted and the accompanying literature research gave useful in- and outside perspectives which helped to think out of the box and clearly see the changes needed. Eventually, a Unique Selling Proposition (USP) has been identified with which «Bewusst geniessen!» can strengthen and improve its position on the marketplace long-term. Consequently, the USP as well as the results from the methodology were included in the communication concept at the core of the conclusion of the thesis. With the redeveloped communication concept, the ZFV should be able to celebrate a great product with a communication strategy adapted to the impending challenges and with tools to improve the chances of a resounding success.

Abstract: Alpine tourism originally developed in the summer season. And after destinations have been focusing mainly on winter tourism in the recent past, summer gains again on importance. This thesis is concerned with the summer Tourism in Klosters and supported by various interviews with experts and main stakeholders of Klosters tourism. After a retrospective view on the history of Klosters, the current situation is analysed. Customer target segmentation for the summer tourism in Klosters is conducted according to Sinus Milieus. For promising target segments two packages are conceptualized, including a bundle of existing products, which constitute to the entire tourism experience to meet the customer’s needs and wants. Therefore, the integrated service chain has been used as a main tool. To further support the experience economy in tourism, the staging model has been applied as well. The concepts of both packages feature all relevant factors of the extended marketing mix. At the end of the thesis the reader finds a variety of recommendations to further exploit the existing potential for Klosters during the summer season.

Abstract: Business travel and its activities touch numerous diverse industries. One of the most affected industries is the lodging sector. Concerning accommodation questions and decisions business tourists differ from other tourists, like leisure tourists. They show particular needs, preferences and behaviours in this field. Understanding this kind of tourist and its behaviour is the key for a successful hotel business focusing on business tourists. This bachelor thesis aims to provide an insight into the decision making of hotel guests, in particular business clients, and to investigate relevant criteria when choosing a hotel for a business trip. Moreover, it proposes recommendations for hotels that, according to the literature and findings, are desired by business tourists. The relationship between the business tourist and the hotel is still a niche area in research matters. Nevertheless, the topic is gradually gaining attention and significance. Therefore this paper attempts to increase the current amount of studies focusing on this interesting subject. The study is based on literature and expert interviews with experts from the three most crucial parties in the business tourism sector: Hotel managers, travel agents and business travellers.

Abstract: The demand for multimedia advertisements has dramatically increased in recent years due to the fast development of professional multimedia devices such as projectors, professional sound systems and multi screening equipment. But still, the usage of multimedia commercials in public spaces is very seldom used because of limited application possibilities of sound in such facilities due to high noise emissions. Despite all that, some pioneer projects exist already such as the Carl F. Bucherer Branding Floor Advertisement at Zurich Airport. This thesis tries to analyse the usage of Soundscapes, which were originally used in the context of fine art projects to raise awareness of the environment or to create relaxing acoustic atmospheres. Furthermore, it examines under which conditions Soundscapes can be used within commercials to raise customers’ attention so significantly that he is more likely to absorb the core-marketing message of the advertising brand through his listing experience.

Abstract: The constant development of the internet and information communication technologies changes the way people search on the web and book their vacations. This has likewise brought new possibilities to tourism organizations. On the other hand, through the ongoing discussions concerning climate change, the socio-cultural influences and changes in values, sustainable nature- and culture-based travels increase in great popularity. The marketing campaign ‘klein und fein’ of Graubünden Ferien is a direct response to this development and embeds small tourism regions in Grison which offer a variety of authentic nature experiences. This thesis aims to give revealing explanations for these developments and combine them by evaluating ways to make use of the existing online systems for promoting and distributing the product line ‘klein und fein’. Based on literature research, expert interviews and a benchmark analysis, a comprehensive catalogue of measures and a list of adequate cooperation partners are deduced. The results enable Graubünden Ferien to enhance its cooperation network and thus boost and increase the awareness level of its product line.

Abstract: The experience economy has arrived and only providing goods or services does no longer satisfy customer’s expectations. Creating and staging experiences is the modern way to differentiate and brings new values for a company. The tourism and leisure industry can improve their offers and services considering experience and staging principles. Understanding the needs and requirements of the experience-based economy and the experience tourists is thus essential when creating these experiences. This work analyses the various possibilities to stage a special event by reviewing theoretical input from the Experience Economy, Staging in Tourism, Marketing of Tourism Experiences and Event Management. Beside an extensive literature review, a survey was conducted among nine stakeholders of the company and six staging experts. The main goal of this thesis is to develop a practical guideline for staging tourism experiences by elaborating key success factors. The findings are presented in recommendations to stage the jubilee of the mountain railway company successfully.

Abstract: Along with the growing Brazilian economy have come significant increases in air travel. Infrastructure investments have not been able to keep up, causing most airports to operate way above their capacity limits. In light of the quickly approaching World Cup 2014, this situation has become highly prominent. Subsequently airport privatization was introduced and three of the most important international airports were entered in a concession bid. With the private operators, the hope is to eliminate bottlenecks, increase operational efficiency as well as commercial revenue and improve strategic planning processes. In this bachelor thesis, an insight is given towards different airport ownership structures, followed by a description of the relevant infrastructure and passenger processes. The situation of foreign direct investment in Brazil is further discussed. An important aspect of the research is pointing out the chances Swiss investors and suppliers have in the Brazilian airport market. This is assessed through a number of expert interviews along with detailed case studies of four airports. Finally recommendations are provided for the Swiss companies in this specific market.

Abstract: Although the partnership between the national network for non-motorized traffic Switzerland-Mobility and its hospitality providers has existed since 2008, no study has been conducted on the situation of this co-operation yet. Neither has there been information available on the added value of a hospitality provider when entering into this partnership. In addition, the potential of added value on this partnership, when taking into account actual trends in summer tourism, or from the non-motorized traffic industry, is not yet known. This Bachelor thesis aims to close this gap. The amount of literature available for the topic of this thesis is limited. Hence the focus is primarily on quantitative and qualitative research based on a questionnaire conducted among hospitality partners in the east of Switzerland, as well as four in-depth interviews with tourism experts. As a result, this thesis provides unique recommendations to develop the partnership between SwitzerlandMobility and its hospitality providers.

Abstract: The business of airports has changed considerably in the past few years. Zurich Airport is dealing with a dynamic and competitive environment, especially in the non-aviation area. Customers perceive better service and quality than some years before. Therefore, the main objective of this bachelor thesis is to determine specific shopper types at the airport based on their motivation. Furthermore, the paper outlines how the airport can appeal to more customers by triggering positive feelings of fascination towards flying and the airport itself. A comprehensive knowledge about individuals’ shopping behaviour, their motives, different influences as well as about trends in the affected industry is crucial. Therefore, these issues are analysed within the literature part of this thesis. Beside literature, expert interviews are conducted as well as the results of a written survey from the market research institute of Zurich airport are analysed. Finally, recommendations are given based on previous findings. Thus, three concepts of how to increase people’s motivation to come to the airport, as well as of how to trigger individuals’ fascination for flying are presented.

Abstract: Bernina Mondo defines the area that stretches from the Bernina pass down to Cavaglia. Nowadays, countryside itself is not enough anymore to entertain. People put more emphasis on experiences. This is why the region Bernina Mondo must be developed. Therefore, the idea is to create a concept of different attractions, which are all connected with each other and form an experience space. The whole space could be compared to a museum: the initial purpose for the visit is a special topic, however, once there, something else might arouse your curiosity, too. This Bachelor thesis underlines the importance of experiences in today’s society as well as staging and aims to give recommendations for an extensive experience concept. The research design contains literature review and empirical research. Interviews were conducted with different players in the region in order to ascertain their views and priorities and to gain deeper insight into the destination. Additionally, the catchment area was analysed and Bernina Mondo was benchmarked against Jungfraujoch – Top of Europe. Finally, the concept derived from the findings.

Abstract: The early form of business travel emerged out of trading activities with agricultural products thousands of years ago. Nowadays, it is the main sector for a lot of tourism destinations. In addition, business travel is the major form of non-leisure tourism and the sector is seen as the one with the highest spending. However, the business hotel industry is not well researched today and only little data are available. Therefore, more attention to this topic needs to be made. This bachelor thesis is focused on the research of the business travel in the St. Gallen Rhine Valley. As this region clusters a high number of high-tech internationally operating enterprises, the aspect of business travel is very important. Nonetheless, the hotel situation in the destination is not fully satisfying as some companies chose accommodations in the adjoining regions of Austria. Therefore, this thesis aims to evaluate if there is a potential and need to increase the business hotel infrastructure in the St. Gallen Rhine Valley. After a thorough literature review, research is done by analyzing the demand and supply side by interviewing various hotels and companies in the region. Moreover, to find out the potential and suitability of the region, a SWOT-Analysis as well as a benchmark study was adapted.

Abstract: According to the high competition of winter sport destinations, the amount of events during the winter season increases to attract tourists. These events have mostly the goal to promote the destination for mass tourism. Nevertheless, the event Davos FearNada tries to counteract this trend and provides since 11 years a small event with a sport, a dinner and a music part. The goal of this event is to provide a social intensive day in a familiar atmosphere and to attract 80% repeaters and 20% new participants each year. This bachelor thesis is dealing with the problem of the event to hold the amount of 80% repeaters and to acquire 20% new participants. Nevertheless, the organization wants to hold the amount of total participants around 200 according to the reason for keeping the familiar atmosphere and also due to safety reasons. Therefore it was focused on finding out the expectations and needs of the participants and ways to acquire new visitors. The literature review was supplemented by analyzing the service experience theoretical and practical with a survey of previous participants, interviews with potential participants, a market analysis and a SWOT analysis to use the previous analysis for potential strategies for the organisation of the event.

Abstract: The Resort Walensee is a 4 star holiday resort beautifully located along a picturesque lakeshore. The Resort consists of vacation homes, hotel rooms, restaurants, and conference centre facilities. Key to success is the motivated and competent workforce assuring excellent quality and high guest satisfaction. For this reason, the management of the Resort plans to further improve the human resource processes to attract and employ the best people. This Bachelor thesis aims to identify possible improvements in the human resource management process. The research design includes both literature review and empirical research. Interviews with members of the Resort’s staff were conducted in order to find out about their motivational factors and expectations towards their employer. Additionally, interviews with managers of comparable companies were conducted with the objective to find out about their human resource processes and the problems they are facing in recruiting and retaining qualified staff. Resulting arguments and findings provide the basis for comprehensive recommendations to the management of the Resort Walensee.

Abstract: Since tourism industry is highly influenced by seasonal and environmental factors, it is of utmost importance to plan this short period of time to run a business as profitable as possible. Every summer the Sailing School Davos faces the challenge to work as economically as possible, since the season is very short because the lake Davos is drained from the end of September to mid of June. On top of the very short season the business is strongly affected by the natural, meteorological and economical conditions. The aim of this bachelor thesis is to assess the current state of the Sailing School Davos, based on portfolio analysis to get an overview of the company as well as an environmental analysis with appropriate tools. The results of this thesis are strategic approaches to mitigate the effects of the volatile demand caused by the seasonality. Further these findings allow a simple and realistic implementation to bridge the summer season in a winter destination, since the Sailing School Davos is rather a summer activity, than a full time job.

Abstract: One year ago the wine farmers association bundled sales and production together, hence with the new founded umbrella organisation named the wine farmers association Thurgau, the field of wine tourism got its first recognition. During that time first contacts were made with Thurgau Tourism, to market and position wine tourism in Thurgau. Nevertheless wine tourism has not reach the level of importance the wine farmer association wished it had. Thus the aim of this Individual Bachelor Thesis is to give adequate, feasible, doable and marketable ideas on how to promote wine tourism in Thurgau. The Individual Bachelor Thesis consists of four expert interviews involved in wine tourism. As well as two quantitative surveys to have on the first hand the tourism behaviour of tourists in Thurgau and on the other hand to have an inside of the wine tourist in Thurgau. Furthermore literature concerning wine tourism were gathered and analysed and together with a SWOT and a Benchmarked ideas on how to promote wine tourism in Thurgau were formulated.

Abstract: St. Gallen-Bodensee Tourism is the destination management organisation of St. Gallen and its surrounding region. Its aim is to promote the region as a whole. It is therefore of great importance to St. Gallen and its adjacent regions. However the city with its numerous German visitors struggled especially with the effects of the current euro-crisis causing a strong CHF. The aim of this bachelor thesis therefore is to propose some general as well as product recommendations for St. Gallen-Bodensee Tourism. These recommendations are based on a comparison with the benchmark Basel Tourism and with regard to the price differences for tourists from euro-countries. The literature review thus focuses on the topics economy- and euro-crisis and on price differences for the target groups of the respective destination. In addition Expert interviews were made to provide a professional insight into the current situation of some touristic companies. Finally a value chain analysis and a SWOT analysis for St. Gallen were made to figure out some possible practical actions or remedies.

Abstract: In today’s frantic world people do generally not appreciate waiting times as it leads to boredom, uncertainty and stress. Moreover, it can even have a negative impact on the posterior event. Although the issue occurs in many different realms, this bachelor thesis is particularly concerned with the event industry. Especially in this field, latency is part of the daily business as events often include breaks. In order to overcome the matter a staging concept to entertain the audience is developed. The focus lies on the creation of memorable experiences through triggering the right emotions. A further emphasis is put on how to steer the audience’s attention while keeping up the established atmosphere. To apply the learned from the theory, the analyses and the semi-structured expert interviews, a concrete concept proposal for Energy Stars for Free 2012 is developed. This unique event has been chosen due to its many stage alteration phases deriving from technical conversions.

Abstract: The four-star Hotel Metropol at Lake Constance in Arbon has been temporarily closed due to lacking profitability. The property has been sold to a real estate developer. The Swiss hotel industry is facing a phase of structural change: changing demand habits and the urgent need for investments have led to diversified hybrid hospitality forms, a new field of hotel business model and financing. This bachelor thesis aims to evaluate hotel business models which could be economically feasible at this location. Hotel concepts and trends in the hotel industry as well as in the field of residential living are assessed. Thus, this Bachelor thesis shall provide integrated ideas and evaluations for the City of Arbon whether to set the conditions for further hotel usage on the Metropol plot. In addition to that, it shall also recommend whether to integrate residential living components and the neighbouring Hamel plot (a former industry site) into the planning process. The literature review is completed by brief financial calculations, case study analysis and expert interviews. From these findings recommendations for the City of Arbon are derived.

Abstract: To remain successful in the highly competitive and dynamic event industry implementation of new trends and future scenarios have to be sought. An example is hybrid events, which are considered as the most innovative trend in live-marketing and connect social media and events. It is predicted that in the future social media will be an integral part of any successful event. Also, the House of Switzerland (HoS) faces a tough competition due to a very large range of cultural, culinary and tourist entertainment events in the pre-phase and during the Olympic Games. For the first time, the HoS has included social media sites and pre-events in its promotion concept before Olympic Games. Data has been collected on the one hand by conducting a survey among the HoS fans and partners and on the other hand by analyzing log files of the HoS Facebook page and the Twitter channel HoS@London2012. Based on these findings recommendations on the optimization of promotional efforts have been made to raise awareness of the HoS in the pre-phase of the Olympic Games.

Abstract: The Null Stern hotel has closed its doors in June 2010 one year after opening. Even though there is still a high demand, this prototype is now used as a museum. In order to spread the Null Stern – the only star is you spirit an appropriate replication strategy needs to be found. For this reason, researches about the method of social franchising were done since in recent years this term has been established as a new concept to expand social activities. It is about scaling-up a business concept to solve a certain social problem. However, the concept of the social franchise method is to maximise social impacts with limited resources. The paper discusses different topics in the literature review so as to draw connections to Null Stern – the only star is you. Firstly, the terms commercial and social franchising needed to be explained and specified. Further narrowed down topics were non-profit-organisations, sustainable development as well as the star classification of hotelleriesuisse. The results out of the expert interview with one of the founders deepened the knowledge about the pilot project and future actions. The main goal of the thesis is to identify whether the social franchise model is appropriate to replicate the philosophy of Null Stern – the only star is you.

Abstract: The Seminar- and Wellnesshotel Stoos is a four-star superior hotel and is located in the carfree village called Stoos, in the canton of Schwyz. It aims to differentiate itself from its competitors. Even though the hotel already offers standard and special packages according to the season, new packages should be implemented. Therefore, the aim of this thesis is to develop new packages, not only for already existing target groups, but also to attract new guests. The literature review includes information about innovation and product development, creativity techniques, consumer behaviour, current and future wellness and tourism trends. In addition to the literature review, a survey in the form of a questionnaire is done among the hotel guests. Based on the literature review and the results of the survey, ideas for new packages are developed. The new packages and further recommendations for the hotel are presented in the end.

Abstract: The Audi Snowboard Series is a national snowboard tour for up and coming talents in the Swiss snowboard scene. They have completed the second winter season and would possibly like to attract more sponsors. The aim of this Bachelor thesis is, to benchmark the tour with other tours and events, with a close focus on the areas of sponsorship and public relations as well as communication. Therefore, the literature of sponsorship and public relations is covered in a first step. In a second step, five separate case studies were conducted, examining the Audi Snowboard Series, the TTR World Snowboard Tour, the Nescafé Champs, the Coop Skicross Tour and the BMC Racing Cup. Finally, these case studies were compared to each other and general tendencies, differences and best practices were derived from the cross-comparison of the various cases. The best practices were reformulated into concrete and direct recommendations tailored for the Audi Snowboard Series.

Abstract: The canton of Grisons is strongly dependent on the tourism sector, whereat it gains the biggest part of its income in the winter season. Because the winter season is shortening due to the climate change, it is crucial to strengthen the summer season to cushion this development. On this account, Savognin Tourismus im Surses (STiS) wants to implement an innovative hiking trail for kids. The trail has to be integrated in its natural surroundings and it should convey a learning effect to children. Therefore, the aim of this bachelor thesis is to elicit the expectations of the target group concerning an innovative and children friendly hiking trail in the destination of Savognin Bivio Albula. The theoretical and methodological parts concentrate therefore on tourism in Switzerland, consumer behaviour concerning families and tourism, and the influence of nature on children. In addition, they contain the different analyses and research that have to be undertaken to elaborate a criteria catalogue for STiS. Finally, the results of this bachelor thesis lead to the recommendations, which should help STiS to implement an innovative hiking trail for children.

Abstract: The act of hosting festivals as an instrument for tourism development has gained global momentum in recent years. This has led to many festivals being invented and promoted for the single purpose of drawing new visitors to a specific city or region. When a festival attracts a large number of tourists, the city or region hosting the festival is impacted in many positive and negative ways, which simultaneously affect the residents’ attitude and participation at the hosted festival. A survey conducted by Good News Productions AG in accordance with the visitors’ canton of origin, resulted in an overall low participation of the Ticinesi at the Moon and Stars. This Bachelor thesis highlights the reasons why so many people from Ticino do not attend the music festival and their wishes and expectations that could later lead to a change in their behaviour. With the aid of a questionnaire conducted directly with the locals from Ticino and expert interviews, the author was able to gain a valuable insight into the situation, which was later relayed to Good News Productions AG in the form of suggestions on how it might be possible to increase local attendance at the festival of the Moon and Stars.

Abstract: This thesis shows an approach of how a ski school possibly can establish itself in the summer tourism market. In fact, it demonstrates how this could be achieved at an accelerated pace with minimal risks involved. Yet, it is understood that they cannot achieve this goal by going it alone. Therefore, it is essential to develop a comprehensive clarification of collaborative action, in particular strategic alliances, as well as to identify its role. Alliances bring the possibilities to obtain diversified offerings. Indeed, diversification seems to be a must in terms of Alpine summer tourism development. Hence, the theoretical components of this study intended to examine these three key aspects. Subsequently, the following methodology has been applied to turn this into SSSK’s real business practice. Firstly, the potential partners have been interviewed. Secondly, desk research has been conducted in order to analyse benchmark practices. These findings will underline the final recommendation for the SSSK.

Abstract: When considering regional and organic products Grisons has a unique opportunity, as agriculture is one of the main economic drivers in the canton. Although approximately 56% of the agricultural establishments are of organic nature, it is currently not very common to find regional and organic products within the local gastronomy, as there is still a large gap between these two industries. This is particularly evident in the procurement and the logistics of obtaining those products. Thus, this bachelor thesis brings together the most important players by taking a closer look at the gastronomic sector as well as intermediaries and the producers of these specialized products, including/and the current relationships which they maintain. Furthermore different concepts and ideas are developed in order to find solutions and synergies within this field. This should help to facilitate and improve the procurement with the aim of increased integration of regional and organic products in restaurants and hotels of the region.

Abstract: Globally, aviation produces around 2 % of the man-made carbon dioxide. Furthermore, they rely on fossil fuels, which are supposed to extinguish and furthermore prices are deemed to rise in the future. Therefore, aviation is basically in demand of an alternative energy source other than fossil kerosene. Bio fuels, which are fuels made from a renewable energy source, biomass namely, seemed to be the dream solution some years ago. However, very recently the came into harsh criticism especially from Non-Governmental Organisations (NGO’s) such as Swissaid or Friends of the Earth, due to the fact that bio fuels would cause social as well as ecological issues. Therefore, bio fuels have been discussed very controversially recently, since the aviation sector is still very positive towards bio fuels and sees a great potential. It has to be taken into consideration that there are various feed stocks from which bio fuels can be produced and therefore a great variety of bio fuels exists. Bio fuels for the automobile industry for instance are already in commercial use whereas for aviation markets have not yet taken off. However, the main objective of this work is basically to find out, whether Swiss should think about introducing bio fuels at a large scale in the near future based on stakeholder’s opinions including NGO’s, aviation industry and scientists. The literature review is supplemented by interviews with different experts in the specific field of aviation bio fuels (stakeholders). Finally, recommendations for Swiss are deduced from the findings.

Abstract: As the summer tourism is gaining in importance due to the stagnating winter business alpine tourism destinations are forced to create appealing and sustainable attractions for their guests to differentiate from the competitors. Therefore, Arosa Tourism launched the idea to establish a bear park on the undeveloped side of the destination. It is seen as opportunity to revitalize the summer business through generating more overnight stays and day visitors. The intention of this Bachelor Thesis is to analyse the project and determine how the ‘Bärenpark’ Arosa could be the next successful product after the All-inclusive concept in Arosa. Therefore, literature concerning the experience staging in tourism had been analysed and expert interviews were conducted to finally make some recommendations for Arosa Tourism.

Abstract: Non-profit sport associations deal with several challenges when it comes to their management. Not only is there a high dependence on voluntary work but also do they face limited financial means. In order to acquire and retain human and financial resources non-profit sport clubs have to make a lot of efforts. Given this situation, the question is raised how a non-profit sport club can use its resources in an efficient manner. Therefore, this paper aims at developing a concept for the optimisation of operative management of non-profit sport associations. This theoretical concept is applied to the case of Chur Unihockey. In the literature review various sources relating to non-profit sport associations and operative management are examined. Expert interviews provide further insights into the topic and the case of Chur Unihockey. Besides that, a benchmark analysis of similar non-profit sport clubs has been undertaken by conducting expert interviews and secondary data research. Based on these findings the concept for Chur Unihockey accompanied by concrete implementation measures has been developed.

Abstract: Public transport is a very common phenomenon in the world, in Europe, and especially in Switzerland. Buses, in extension, are the most prevalent form of public transport in many places. In Switzerland, PostAuto is the main provider of this public service. PostAuto offers a variety of tourist package offers, encapsulating a variety of areas and adventures. Within this Bachelor thesis these various offers are analysed, focusing on Graubünden, with the help of different marketing tools such as; SWOT-Analysis, an analysis of competitors and a costbenefit-analysis in order to determine the best practice. Several expert interviews were conducted in the course of researching this paper. These, coupled with the investigation of relevant literature, revealed the factors that are most important for success in regards to tourist package offers. A primary goal is to offer a guideline on how to develop these offers at Post-Auto Graubünden. Recommendations concerning this guideline and propositions for the development of future package offers are also established.

Abstract: Due to demographic changes, the market segment «50plus» will play a key role in the near future and have a massive influence on tourism as more and more travellers belong to this age group. Tourist agencies will feel an urge to react to this shift and provide travel offers that satisfy the expectations and needs of the afore-mentioned target segment in order to remain successful in a highly competitive market. Therefore, Globetrotter Tours plans on creating an offer for this age group, however no research of their expectations and needs has been done yet. The aim of this thesis will be to find out what elderly people normally expect and in what way Globetrotter Tours is supposed to design their new offer «50plus – Zeit zum Reisen» in terms of competition ability. Since the «50plus» segment opens up a whole new market, little research has been carried out in the tourism field. The main objective of this thesis consists in filling this gap and providing recommendations to Globetrotter Tours in regards to the contents of such a new offer and in regards to its distribution and promotion, respectively. As Globetrotter Tours is a niche-oriented travel agency, a survey directed to their customers instead of a general approach has been conducted.

Abstract: Experiential Marketing is becoming increasingly important in the tourism sector as companies endeavour to differentiate themselves from competitors. Today and in the future, the success of tourism destinations depends on the design and implementation of experiences. However, many Swiss alpine destinations display weaknesses in this field. The aim of this Bachelor Thesis is to investigate which Experiential Marketing tools are currently implemented by Swiss alpine destinations and what makes the difference between successful and less successful Swiss alpine destinations. In order to answer the research questions, three successful and three less successful Swiss alpine destinations were analysed and compared. First, the six Swiss alpine destinations were identified using the «BAK Top-Index». Then, primary data collection was conducted by means of semi-structured telephone interviews with six tourism organisations. In order to evaluate the differences between the Swiss alpine destinations multiple-case studies were created.

Abstract: KAIZEN, the Japanese business philosophy, methodology and toolset, has become very important in todays and modern business environments. Toyota, the famous Japanese car manufacturer, originally started in the early 1950’s to develop business processes, business procedures, as well as workflows using a revolutionary new mind-set, in order to steadily improve and refine its business and organizational structures. Todays KAIZEN toolset consists of six steps to be followed for its successful introduction in a company’s business environment. This thesis focuses on the 4th step, implementing visual management, to be introduced at SWISS. A company that is well aware of the importance of KAIZEN for their success and currently in the middle of its implementation. The paper concentrates on what could be visualized and how optimization could be assured tomorrow through visual management and is limited on the cabin crew business unit at SWISS. This Bachelor thesis starts with a literature review about the various topics related to quality management, that are: KAIZEN in general, labour psychology, visual management and key performance indicators and is intended to identify possible instruments and information that could be visualized for cabin crew members. Next, the thesis is substantiated and supported by interviews and focus groups consisted of notable experts. At the end, all the findings and observations are collated and recommendations for SWISS are suggested.

Abstract: South Africa’s rural areas are often rich in cultural and natural attractions. Also the province Eastern Cape is an important part of the overall South African tourism destination with nearly unspoiled resources. While one might expect that indigenous communities should be able to participate in the development of tourism programs, this is often not the case in developing countries. Community Based Tourism (CBT), therefore, focuses on the participation of previously disadvantaged people in tourism development in order to ensure a more sustainable industry. This Bachelor thesis concentrates on the perception and implementation of CBT in Eastern Cape of South Africa and its promotion and potential on the Swiss tourism market. Thus, the literature is based on the concept of CBT followed by an introduction to the case study South Africa. Furthermore, expert interviews with three CBT project owners on the Wild Coast of South Africa and three Swiss tour operators were conducted. Implications for South Africa Stay GmbH and other stakeholders were concluded from the results.

Abstract: The increasing importance of the Internet in the past decades has led to the fact that the role of traditional travel agencies has been changed dramatically. They used to be the intermediaries between customers and travel suppliers such as airlines. Through the emergence of the Internet, airlines were able to cut costs by establishing their own distribution systems and thus bypassing traditional travel agencies. Therefore, travel agencies lost part of their function as sales agents. As especially young people book their journeys in the Internet, the aim of Globetrotter is to lure them back. Although various literature about the altered role of traditional travel agencies exists, little research has been done in the field of the rather young target group and its behaviour and desires concerning travel bookings. This Bachelor Thesis thus strives to find solutions in the form of new services which help Globetrotter to strengthen their position in the competitive travel industry. In order to do so, the literature review is supplemented by an E-Survey with 312 respondents in the age between 18 and 28 and a competition-based benchmark analysis.

Abstract: Due the liberalisation of the ground handling market in the EU, ground handling companies are acting in a highly competitive market and need to adapt their business strategies to stay competitive in the market. In these days airlines are using the enhanced competition within the ground handling market and force the ground handling companies to adapt their pricing models for ground handling services. The aim of this thesis is to evaluate possible key reasons or key factors for choosing a ground handling company (–>Safety Record, Price, Quality, Network, Image etc.). While various literature about the airline business exists, little research has been done in the field of ground handling. The literature review is supplemented by an online survey with 24 decisions makers from airlines in the field of ground operations and procurement and personal meetings and discussions at the IATA Ground Handling Conference in Prague. Finally, the most important key buying factors for airlines are deduced from the findings.

Abstract: The Rhaetian Railway is one of the major transport companies, an important tourism partner and belongs to the largest employers in the Canton of Grisons. In this thesis a clear focus is set on the women in the workforce of the Rhaetian Railway. Considering the shortage of skilled workers, the recruitment and retention as well as the fight for talents constitute a great challenge. A proportionally high number of men work at the Rhaetian Railway, especially in certain areas and professions. Similar is the case in leading positions where women amount in a minority. The qualitative interviews showed the employees' satisfaction in the current situation and where gender issues are located. This thesis presents valuable recommendations on how to attract and promote more women. Moreover, the importance is highlighted for the Rhaetian Railway to actively position itself for equal opportunities and diversity management to become a women and family friendlier company.

Abstract: Sports mega-events are rare in Switzerland and particularly Olympic Games have been executed only twice up until now. However, Swiss candidateships for Olympic Winter Games occurred on a regular basis and the narrowly lost candidateship of Sion in 1999 and the resulting frustration is still present in everybody’s mind. Nevertheless, the Association XXIV. Olympic Winter Games Grisons 2022, in strong cooperation with the Federal Government and Swiss Olympic, has again decided to candidate for the Olympic Winter Games in 2022. The innovative concept intents to organise the Games in the spatially limited Alpine sites St. Moritz and Davos and pursues the objective to abandon gigantism. Since the whole canton of Grisons would be involved in such a sports mega-event and the tourism industry represents a crucial economic factor of the region, this Bachelor Thesis focuses on identifying the expectations of touristic stakeholders in Grisons on the Olympic candidateship St. Moritz 2022 and its Association in order to develop recommendations to make the forthcoming plebiscite on the candidateship in March 2013 a success for the Association.

Abstract: Winter tourism is the main economic contributor for many alpine destinations in Switzerland. Increasing competition, climatic changes, higher customer expectations, and technical innovations have led to an increased use of technical snow production within the last decades. Most research was devoted to ecological and economic effects, but not on the actual perception of technical snow production. The aim of this bachelor thesis is to provide the association Bergbahnen Graubünden with information about the image of technical snow production within Switzerland and developing strategies to improve this image. As there is very little literature available regarding the image of technical snow production, an online survey with more than 500 people from the German speaking area of Switzerland was conducted to supplement the literature review. The findings of survey and literature are combined to develop strategies that can help Bergbahnen Graubünden influencing the image of technical snow productions and its benefits.

Abstract: In Switzerland, around 83 national sport federations are attached to Swiss Olympic. Most of them are unknown by the general public and hence are called ‘fringe sports’, indicating that the sport does not receive much attention, be it from media or society. As a result, it might be assumed that there are certain challenges and problems for athletes, teams or federations with regard to the finding of sponsors. As there is not much literature available on sponsorship in fringe sports, this thesis analyzes sponsorship structures and processed in fringe sports on the basis of bobsled and skeleton sports in Switzerland. Also, a comparison is drawn to sponsorship approaches and practices of other (fringe) sports. The critical success factors of sport sponsorship are evaluated as well as recommendations for sponsorship improvements are provided. In order to address the before mentioned aims, twelve in-depth interviews were conducted including four athletes, two federations, two sponsors of federations, three sponsors of athletes and two sport management agencies.

Abstract: In many regards, Casa Clarezia is a special hotel. It follows a unique concept, involving the guests in a family like atmosphere, inviting them to join common indoor activities and outdoor hiking tours. Guests also participate voluntarily in helping in the kitchen, clearing the tables and tidying their rooms. In addition, Casa Clarezia has reached a distinct price leadership, offering holidays everyone can afford. As a result of the current economic crisis, Casa Clarezia has to intensify the marketing efforts. In order to attract new guests, the hotel needs to effectively communicate its unique concept to the specific target groups. This thesis aims to develop external and internal marketing communication concepts for Casa Clarezia. The research is based on a review of the management literature and on interviews with management, employees and guests of Casa Clarezia. In addition, experts and employees of comparable hotels were interviewed. The analysis of the research findings and of the current situation results in comprehensive recommendations for the management of Casa Clarezia, intended as an inducement for the hotel's future development.

Abstract: The banquet hall industry is part of the gastronomy industry and is known for being a highly competitive market, especially in the surroundings of Zurich. Therefore, a restaurant wanting to assert itself on the market needs a strong concept for each offered product or service. The Restaurant Schifflände in Maur is eager to optimise their revenue during weekdays concerning the banquet hall. Even though a product concept is essential for every company in the gastronomy sector, often too little importance is attached to it. This Bachelor thesis illustrates what is required to develop a complete product concept for the banquet hall of the Restaurant Schifflände and investigates in new usage possibilities. The main objective of this paper is to set up a product concept for the banquet hall in the Restaurant Schifflände to optimise their revenue during weekdays.

Abstract: The non-profit sector is currently confronted with a number of new challenges. The overall demand for their services as well as the existing competition is increasing while money from donations and grants is decreasing. Therefore, more sophisticated management methods, particularly pricing methods, are needed to face these developments. This Bachelor thesis aims to analyse if and how the Swiss Youth Hostels as a non-profit organisation can implement and communicate a dynamic pricing approach. It provides an overview of current literature about dynamic pricing in the hospitality industry and literature about pricing in non-profit organisations. Based on this review and interviews conducted with experts from the field, all aspects of dynamic pricing that are relevant for the Swiss Youth Hostels are outlined and concrete recommendations for a successful implementation and communication of this pricing approach are deducted.

Abstract: Several events are offered as part of the touristic product in the Appenzellerland. These offers became more and more important over the last years as higher workload turned leisure time into an increasingly important way to escape daily life and experience something new. However, for the tourism organization Appenzellerland Tourismus AR events are difficult to promote, as not all the information about events is automatically forwarded to the organization. A further difficulty the tourism organization deals with is how to evaluate which events are of interest to the tourists. The goal of this thesis is to develop a concept for an improved event management for the destination Appenzellerland. The literature review outlines the theoretical approach to this concept and is consolidated into an ‘ideal’ concept for event management in a destination. An analysis of the current state, measured against target objectives, shows fields of potential improvement. And measures for improvement, based on these findings, are proposed.

Abstract: The service industry lives by interaction between customers and employees and therefore employees are the most valuable resource of a hotel. Consequently, it is essential to ensure that employees are satisfied with their job. Especially in the Hotel Giardino, since their corporate philosophy is based on the assumption that employee satisfaction has a direct influence on customer satisfaction. In order to measure and increase work satisfaction this company implemented an employee survey whereas its findings are transfered into goals that have to be achieved by superiors. Since experiences with this tool have not always been positive an assessment was considered. This thesis presents improvements for the job satisfaction instrument currently applied. The suggestions are based on a detailed evaluation about the strengths and weaknesses of the survey process.

Abstract: Robert Gately once said, «effective communication starts with listening». The same can be deemed as true in the marketing world. It is a widespread fact that companies should be well informed about their customers’ behaviours and needs to effectively communicate their products. In the face of an economical downturn, consumers tend to be more careful in buying and increasingly price sensitive. Hence, the need to optimize the communication of prices to guests is crucial. This paper will first explore the extensively researched field of consumer behaviour in the form of literature review. This is followed by an general overview of the current communication strategy of the hotel. Additional, a survey on the hotel Schweizerhof Lenzerheide’s guests was conducted, along with expert interviews. A case study on the Renaissance Hotel Luzern will also be presented. To conclude the thesis, recommendations on how to optimize the communication of price are made based on the results and findings.

Abstract: The event industry is characterised by constant changes. While the increasing social alterations lead to new ways and forms of entertainment, customers benefit from a broad range of available offers. Thus, event organisers are forced finding new ways for value creation and differentiation. This Bachelor Thesis aims for providing possible development options for the «Klangfestival Naturstimmen» in the Toggenburg. While the theoretical part focuses on the strategic assessment and development of established festivals, the empirical part aimed for identifying the potential of the «Klangfestival Naturstimmen». The research is conducted by a visitor survey with 374 responses and expert interviews. Apart from that, a benchmark analysis with six similar festivals’s regarding development options and key processes were completed. Out of the data possible development strategies were identified and examined by their feasibility. Finally, the festival organiser KlangWelt Toggenburg received a new festival concept with implementation plan.

Abstract: Spinout SportTours TUI provides wind surf, surf, kite, and dive vacations. So far Spinout does not have a customer relationship management strategy, which would be of high interest since they try to acquire new customers and bring back lost customers of the diving segment. The customers were lost due to confusion about management style and dissatisfaction with the consulting service when the diving sector belonged to TUI Germany and not Spinout itself. A suitable customer relationship management strategy would help to solve these issues and improve SST’s reputation. A suitable CRM strategy would support future marketing, sales, and service activities. It would also help in finding the right customers through the right distribution and communication channels. The research provides a proposal to develop the CRM strategy and a proposal to find new distribution and communication channels. Recommendations for Spinout are deduced from the literature review and the findings section with expert interviews from various industries.

Abstract: The Festival della Castagna is an event taking place in the Valley of Bregaglia. This year, it occurs for the eight time and will last approximately 15 days. During these days, visitors have the possibility to taste dishes made out of chestnuts as well as taking part on several cultural related activities. As the Festival della Castagna becomes more and more popular, further financial sources are needed in order to carry out the event. Additional money from sponsors is the desired solution for this problem of missing financial sources. Therefore, aim of this bachelor thesis is to propose three sponsors which fit well to the Festival della Castagna. To reach this goal, the festival itself and an assortment of potential sponsors have been examined in detail to find out which sponsors are the best suited for the event. Furthermore, a literature review provides additional insights into the theory of sponsorship, supporting the value of such a tool. Last but not least, several recommendations give ideas about a possible future sponsorship relationship between sponsor and sponsee.

Abstract: The significance of summer tourism increased in the last years also due to implications from climate change. The Sportbahnen Elm are quiet successful in winter tourism and with the upcoming trend of the summer season they want to improve its summer offers and make it more competitive too. This bachelor thesis aims to identify key success factors for summer offers for families which will be analysed through a benchmarking study. Another goal within this work is to get a closer look at the summer portfolios and best practice summer offers from competitors which were chosen due to their comparability towards the Sportbahnen Elm. The final benchmarking partners include Sattel-Hochstuckli AG, Diemtigtal, Wildhaus/Toggenburg, Bergbahnen Flumserberg AG and the Sportbahnen Melchsee-Frutt. The paper comprises a theoretical and practical part. Further, the paper presents the Sportbahnen Elm in more details with a SWOT analysis of its summer portfolio. Research was done through qualitative expert interviews with the five benchmarking partners. The findings are summed up in a gap analysis, a spider plot and an action plan for the Sportbahnen Elm was developed where highly important criterias for successful family summer offers are listed.

Abstract: With the growth and development of the Internet, social media has allowed for new possibilities in marketing companies. Although there is a high potential for the tourism industry, Bischofberger Info-Reisen has not applied it as a marketing instrument. The purpose of this bachelor thesis is therefore to provide a comprehensive picture of how Bischofberger Info-Reisen could use social media in their marketing activities. The first part delivers theoretical insight into the necessary background information of the diversity of social media and its channels as well as the characteristics of social media as a marketing instrument. The second part provides an empirical content analysis, which focuses on the top tour operators of Switzerland and Germany. Furthermore, expert interviews are carried out in order to investigate their experiences and practical approaches with social media as a marketing tool. With the basis of the literature review and empirical research, the study finally aims at offering recommendations for Bischofberger Info-Reisen.

Abstract: In general, customers are increasingly demanding for individual customer service preferably according to their personal preferences. Travelwindow AG wants to assess with its Swiss online travel agency travel.ch whether customers still prefer to receive their booking information service only by post or if their expectations have changed. This thesis analyzes the current customer service process of travel.ch by means of a comprehensive travel market analysis, supplemented by two internal expert interviews and an online survey questionnaire for former customers. Further, an assessment of customers’ willingness for paying a small extra amount for customer service by post is given. Another fundamental surveyed aspect is the potential difference among age groups. All in all, it is not only the purpose to create a new customer service process in case of customers’ demand, but also to give recommendations on small adaptations of existing items and new innovations.

Abstract: Natural Catastrophes are a phenomena of the nature with a huge potential for damage. On one side, there is the structural damage which can be fixed, on the other side, there is the reputational damage which is hard to rebuild if a crisis is not managed professionally. The field of crisis communications plays a major part in keeping or restoring the image and reputation. The focus of this bachelor thesis is to examine an existing crisis communication concept of an alpine destination by comparing it to the current scientific literature of the topic. Furthermore, with the help of in-depth expert interview and SWOT Analyses, suggestions are given on the creation of a successful crisis communications strategy. Finally, the results of the examination of the existing concept are compared to the approaches of the newly created concept of this thesis and measures to be taken are highlighted.

Abstract: It is a common scenario that Asian companies do not constrain their pool geographically when recruiting personnel for emerging business fields. This employee structure development through the allocation of knowledge results in enterprises with multicultural teams. Themed Attractions Malaysia can be classified as one of these culturally rich and diversified companies. The company develops and operates themed attractions across the country. It was incorporated in 2009 and only in February 2012 the first attraction KidZania, which focuses on the new trend of Edutainment (combination of education and entertainment), was launched. This IBT aims to decipher the company’s current culture by analysing the cross cultural communication. Finally, it will give recommendations for a leadership style which should enable the cultural diversity to be an advantage instead of a hurdle in daily business. The author of this IBT will spend six weeks in the company to conduct the primary research.

Abstract: Despite large natural and cultural potential of the destination, Haslital’s tourism has not advanced significantly during the last years. The internal problems the destination faces are considered typical for Alpine regions, as they strongly relate to the prevailing fragmented structure in terms of ownership and product and service development. Hence, the aim of this study is to evaluate the acceptance of more integrated destination management structures and give recommendations to Haslital Tourismus regarding how to develop its management approach to help to, as a destination, become more competitive again. The bases of the study and recommendations are twofold: on the one hand, literature review and best practice examples; on the other hand, an analysis of Haslital as tourism destination and interviews with some of the tourism suppliers of the destination to include the specific view of different stakeholders. As a feasibility study, it does not include a detailed conception of how to proceed.

Abstract: MICE tourism, which encompasses meetings, incentives, congresses and events, is a highyield sector within the tourism industry. Due to its attractiveness, many destinations start to make huge investments into the MICE sector, which leads to more intense competition. In this highly competitive market, it becomes crucial for destinations to create successful marketing strategies. Therefore, the aim of this bachelor thesis is to develop recommendations on how to improve the marketing strategy of the destination Flims Laax Falera in order to enhance its competitiveness. The literature review provides an overview of the meeting industry with special focus on MICE marketing. In a second step, expert interviews were accomplished to evaluate the destination Flims Laax Falera and its current marketing activities as well as to develop trends and challenges facing the meeting industry. Furthermore, a benchmark analysis with four leading MICE destinations in Switzerland and Austria was conducted. Finally, recommendations for Flims Laax Falera are derived based on the findings outlined by the literature review, the expert in erviews and the benchmark analysis.

Abstract: The sport tourism market within alpine destinations has a lot to offer for passionate athletes. Many companies and independent organisations provide a high range of touristic products and events during the winter season. Observing the development of winter sport activities and events it was recognized that the trend concerning ski mountaineering is steadily increasing and evermore devotees are following this trend. This thesis examines the potential of the destination Engadin Scuol Samnaun as a host destination for a winter sport event called ski uphill race. Therefore, it has been researched, compared and analysed already existing ski uphill races within the market to identify specialities, requirements and difficulties for the development of such an event. The thesis is based on a literature review on event management, winter sport events, event destinations and event development issues. The author supports the findings with expert interviews, online surveys and several applied analysis to examine the potential of the destination Engadin Scuol Samnaun.

Abstract: With the liberalisation of the airline industry in the 1980’s and 1990’s, the globalisation and the increasing competitive constraints air travel became increasingly a commodity that almost everyone could afford. In current days, customers are not able to differentiate the services and products among different airlines anymore which leads to an exchangeability of homogenous products. Therefore, customers are likely to switch between different airlines when flying for leisure purposes. For airlines such as Edelweiss Air it is not only crucial to focus on differentiation by unique product and service attributes but also to offer attractive incentives to loyal customers. Even though literature about customer loyalty programmes in the airline industry exists, comparatively few studies specifically address the embodiment of a customer loyalty programme for leisure airlines. Therefore, this bachelor thesis aims at identifying and investigating characteristics and elements that a potential customer loyalty programme for Edelweiss Air should include. In particular this thesis addresses the subject areas of the leisure travel demand, Customer Relationship Management, customer retention and customer loyalty programmes. Literature review is complemented with an empirical part including a survey that has been conducted among 295 respondents. Lastly, managerial implications were derived and suggested.

Abstract: Increased investments in the area of sport sponsorship have not been paralleled with increased understanding of the topic. Therefore, to improve the sponsorship process for companies, this thesis aims at providing a complete concept of how a sport sponsorship should be developed from the perspective of organisations. To create this concept all the elements within the sport sponsorship process will be carefully evaluated and structured within the literature review and then be applied to a practical case. The case will be constructed according to the organisation of Vacon, a Finnish AC drive producer. The case will provide insights in business-to-business organisations which are often associated with using sponsorship as a support to the society (donation) rather than using it integrated with other promotion tools to reach the broader corporate objectives. Consequently, focusing on these kinds of companies will challenge the concept and lead to interesting recommendation and discussion points.

Abstract: The language travel industry is getting more and more competitive. The challenges for language travel agencies to stand out against competitors are increasing. Based on the observation that ESL is not very well known in Eastern Switzerland this bachelor thesis intends to elaborate recommendations about how to increase the brand awareness of ESL in Eastern Switzerland concerning the target group of students. First of all an insight into ESL and the Swiss language travel market is given. Then the differences between a corporate brand, a product brand and a service brand are described. In addition the characteristics of the language travel product are discussed. As brand salience is not enough for high involvement products such as language travels the influence of brand equity on brand awareness is analysed. Within this main topic all influence factors on brand awareness such as brand image, brand differentiation, brand associations and others are discussed. Last and not least a survey among potential customers of ESL has been carried out. The bachelor thesis results in clear recommendations on how brand awareness can be increased within the given market and target group.

Abstract: In the last years online distribution channels gained of importance in the hospitality industry. Through this new marketing and promotion technology it has become easier for hotels to attract a broader target market. However, the current economic situation in Europe is affecting the tourism industry, specifically in the Swiss alpine regions. Therefore, for many European guests a vacation in Switzerland has become too expensive forcing them to dislocate to the neighbouring countries. The Resort Walensee, principal of this Bachelor Thesis, has been affected by this trend and is therefore keen on developing its distribution in order to increase the occupancy rates of the hotel rooms and apartments. For this purpose different analyses and an online customer survey were conducted to collect information from different perspectives. Based on this information several future marketing strategies were then developed in order to avoid threats as well as to take advantage of arising opportunities.

Abstract: Due to environmental and social trends the summer season is becoming increasingly important again for alpine destinations. In order to face monopolistic competition and extend the season destinations have to develop a clear positioning strategy. The goal of this thesis is to develop a clear summer concept that includes specific target groups, theming and recommendations for possible products and collaborations. After depicting the development and success factors of alpine summer tourism, the process of a successful positioning is discussed. The creation of a RB value profile of the destination serves as a basis for the evaluation of possible target groups, which are further analysed and judged according to their attractiveness and reachability for the destination. A theming is proposed, which emphasizes the potential USPs of the destination and fits the target groups. In a last step, products, changes and collaborations are discussed to further strengthen the proposed positioning. All steps of the process are developed with the help of expert interviews.

Abstract: Tablet computers have become ever-present working tools in the tourism industry. Providing their staff and also guests with tablets and similar devices, restaurants, hotels and airlines increasingly try to improve their daily operations, cut expenses and save printing costs. In the airline industry, it has become a trend to replace manuals and other flight relevant data by portable devices in order to simplify working processes and save weight. This Bachelor Thesis highlights the key success factors that companies have to consider when introducing mobile devices such as tablets into daily operations. The literature review is supplemented by two questionnaires handed out to a group of 50 Maître de Cabin working for SWISS. Finally, recommendations for SWISS are deduced from the findings.

Abstract: Museums and tourism organizations consider each other as mutually important. However, literature broadly reveals the difficulties these two institutions have at developing a wellfunctioning cooperation. This Bachelor thesis is structured into three parts. Firstly, it investigates whether the Grisons Museum of Fine Arts (Bündner Kunstmuseum) and the local tourism board (Chur Tourism) as well confirm this discrepancy described in literature or not. Secondly, it outlines vital prerequisites for a successful cooperation. Finally, existing cooperation products are analyzed. This thesis sheds a light on literature on the differences of these two institutions, their mutual field of action and presents studies affirming the difficult collaboration between museums and tourism organizations. To assess the specific case, two in-dept interviews with the directors of both institutions have been conducted. Based on the findings of the literature research and the interviews their collaboration is assessed. Recommendations are drawn to create a better foundation for further cooperations and possible improvements for existing cooperation products.