Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Adventure trails and theme trails are common and supplementary offers in the nature and culture based tourism destinations as the ‘Ferienregion Engadin Scuol Samnaun’. Theme trails are also educational and entertaining offers for the visitors to experience the real nature. Visitor- oriented planning should therefore be the ultimate ambition of a tourist destination. Due to this fact the overall purpose of the thesis is to evaluate and understand the theme trail visitor’s expectations, opinions, needs and wants. Therefore, a questionnaire survey is designed to directly ask the theme trail visitors of the ‘Ferienregion Engadin Scuol Samnaun’. This study presents the results of the survey and gives suggestions and recommendations to upgrade existing theme trails and design new trails.

Abstract: Within the last few years, social media have been spreading with incredible dynamics of development. Today, the sharing of information, experiences, attitudes and opinions on social media sites is, for many people, part of their everyday life. Also, more and more companies try to take advantage of social media in order to promote their products and establish relationships with their customers. This thesis examines how the tour-grischa, a new mountain bike stage race in the Canton of Grisons, can be effectively promoted on social media platforms. More precisely, the organisers of the tour-grischa are provided with suggestions on what and how they should communicate to their target group(s) on Facebook, Twitter and YouTube. Furthermore, the study highlights how the promotional impacts can be measured. Also, light is shed on the most effective method to attract new participants for the tour-grischa through social media channels. The managerial implications provided in this thesis are based on literature in the fields of sport and event consumer behaviour, sport and event marketing and social media as well as on the findings from interviews with tour-grischa participants and social media experts.

Abstract: Since the publication of the Brundlandt report 1987, sustainable development has become a worldwide concern. Also the meeting industry, as the second most wasteful industry worldwide, has realized the need for change. Out of this development the term «Green Meetings» has arisen and players within the meeting industry have started to rethink their practices. This Bachelor thesis aims to evaluate the drivers and barriers of going green in the case of the Congress Center Basel. Furthermore, the areas for implementation, as well as the role of ecolabels applicable for congress centers are discussed. Corporate greening is widely discussed in literature. Nonetheless, the specific drivers and barriers, with a focus on the evaluation of customers’ pressure for the Congress Center Basel are assed through semi-structured interviews with eight customers of the Congress Center Basel. Conclusively, recommendations for further actions for the Congress Center Basel are given.

Abstract: The Chinese outbound tourism industry has experienced a dramatic growth over the past few decades. The attractive growth rates and increase of income have led to considerable attention from destinations worldwide as well as from Swiss destinations. Arosa Tourism contemplates to enter the Chinese market and has therefore established a new sister-city partnership with Shangrila. The differences between Chinese and western cultures, however, bear potential for difficulties and require the local service providers to adapt to the needs of Chinese tourists. This study attempts to assess the capability of Arosa to attract Chinese tourists. Furthermore, the readiness and willingness of Arosa’s service providers to serve Chinese guests is examined. Qualitative research in form of interviews was conducted in order to address the stated research questions. The findings are summarized and contrasted resulting in recommendations for Arosa.

Abstract: More and more employees suffer from physical and psychic diseases, caused by suboptimal work conditions. The changes in demography and globalization demand for a protection of the health of the employees in order to stay competitive. An efficient and sustainable method to do so is the introduction of a corporate health management. Therefore, the idea of this thesis is to elaborate a concept for bookable health prevention events for companies that aim to increase the employees’ awareness for health issues. With the aid of best case studies, a benchmark analysis and expert interviews, the need and demand for such events in Swiss enterprises is analyzed and the structure and the content which guarantee a sustainable success are elaborated. As a result, the thesis provides an applicable event concept which can be used by ’t’nt.

Abstract: A community’s culture, history, people and natural environment are the main attractions for tourists. Negative and positive impacts resulting from the tourism industry are most visible on community level. Therefore, it is imperative that tourism is developed in a sustainable way by considering the collective needs and interests of the host community. Community-based tourism is one form of tourism which considers the economic, social and environmental needs of community members. Additionally these community members are involved in the decisionmaking process. Namibia’s community-based tourism projects are known as innovative best case examples. However, it has rarely been questioned if community-based tourism is the right approach for sustainable tourism development in Namibia. Therefore, this thesis aims to elicit this question. The research is conducted with expert interviews from tourism establishments in Namibia as well as national and international sustainable tourism development experts. Finally, the recommendations for project developers and owners of lodges will be drawn from these findings.

Abstract: The FerienArt Resort & Spa is a Swiss luxury hotel, which attaches great importance to sustainability. Their objective is to attract a younger guest segment between the age of 35 and 45 years. As more and more people spend much of their leisure time in social media, this medium may represent a big opportunity for their corporate communication. Therefore, this bachelor thesis highlights ways to strengthen an honest and authentic communication about sustainability with the target group through social media. Although literature on the topic of both sustainability and social media marketing exists, only little research has been conducted regarding the conflation of both topics. After a thorough literature review, two surveys are conducted and additional expert interviews as well as the evaluation of existing databases provide further insights. Finally, recommendations for the FerienArt Resort are given in form of a strategy concept, which provides practical implication possibilities.

Abstract: Events are nowadays considered as a marketing promotion tool. In order to advertise the Repower AG, the marketing department of the energy company intends to carry out a summer event called the «Repower Business Run Series», which combines sports and business. The primary objective of this paper is to develop a basic concept for this event and to provide information concerning critical success factors. Consequently, the theoretical part involves noteworthy theories of the topics event and marketing. Besides this, the thesis gives an overview of existing studies about these themes. Furthermore, a benchmark study of different existing business running events is done on the basis of expert interviews and secondary data analysis. Out of the study results the concept for the «Repower Business Run Series» is developed, which includes two possible varieties. Thus, the different varieties are evaluated and critical success factors are shown. Afterwards, conclusion including recommendations, limitations and further research present the end of this paper, which is completed with personal opinions given by the author.

Abstract: The gastronomy industry has become a highly competitive sector in the last years. Due to this, customers can choose out of many restaurant providers offering similar products. This situation raises the question, how to survive in such a saturated market. The Restaurant Acqua in Zürich is management by the Freddy Burger Management and faces exactly this question. The aim of this paper is to reveal the positioning and image of the Restaurant Acqua to find out the reasons for guest shortage especially in the months of winter. The target group are business guests working in the area around the Acqua. It is tried to find out their expectations of a positive dining experience and their opinion about the venue, to make the Acqua more attractive for business guests and their needs.

Abstract: Sports sponsoring has become one of the fastest growing marketing tools worldwide. Another issue that is of growing importance is corporate social responsibility (CSR). Also the field of sports sponsoring has to cope with the increasing expectations regarding CSR. A controversial subject in this area is the sports sponsoring through the alcohol industry. Prevention institutions have serious concerns regarding the partnership between the sports and alcohol industry. The purpose of this Bachelor thesis is to find out whether the sports sponsoring of alcohol producers is likely to become banned in Switzerland and how sports sponsoring breweries can fulfil CSR aspects without sacrificing the efficiency of sponsoring activities. The controversy on sports sponsoring through the alcohol industry has been discussed in the literature before. However, it has not yet been investigated how probable a corresponding ban in Switzerland is and what breweries can do to cope with this controversy. To assess the situation in Switzerland the specific case of Feldschlösschen’s ice hockey sponsoring was studied. Data was collected through expert interviews with different authoritative institutions and stakeholders from the Swiss ice hockey industry.

Abstract: People who work in Switzerland receive their job references when they leave an employer. The importance of a letter of reference is high, both for candidates applying for a new job and for potential future employers assessing the candidates. Companies aim to optimize the processes of issuing job references and to improve the quality of the content. Organizational processes, editorial contents, and psychological aspects of the preparation of job references are examined in this Bachelor thesis. As a case study, the job reference processes at Swissport International Ltd. Station Zurich are examined. Recommendations are developed for Swissport's optimization of the practice of job references. The research of this thesis is based on a literature review, on expert interviews, on benchmark interviews with HR managers of UBS, SWISS, and Migros, as well as on interviews with Swissport managers and personnel. As a result of the interpretation of the considerable input from theory and practice, conclusions for the optimization process at Swissport are formulated as recommendations with different options.

Abstract: Due to the fact that the negative influences on the earth’s ecosystems, caused by human activities, are getting deteriorated, it is high time to think about strategies to conserve the environment. Since the hotel industry constitutes a considerable part of the world’s industry, it is quite sensible to aim for sustainable hotel development. Therefore, the overall goal of this thesis is to develop a handbook which enables hotels to achieve certification according to the ISO 14001 environmental management system requirements. In order to understand the components of the aspired handbook, the literature review deals with the Swiss hotel industry, environmental sustainability in the hotel industry, environmental management systems in general and the specific requirements of ISO 14001. Based on the theory of the literature review, the first version of the handbook is developed. To guarantee the practical application and the fulfilment of the ISO 14001 requirements, the first version of the handbook is subjected to empirical research. After the analysis and evaluation of the results of this empirical research, a revised and improved handbook is demonstrated. At the very end, recommendations concerning future research are presented.

Abstract: Living in a system where many more health offers have become available for tourists, companies operating in this business have to position themselves to maintain and attract new tourists. The overall scope of this Bachelor Thesis is to make recommendations for A.Vogel GmbH about how to increase sales of A.Vogel products. The thesis consists of three main sections. First, the theoretical part discusses contemporary literature of touristic health products and its promotion strategies. This also helps to reveal the nature of the target group. Secondly, in the empirical part, qualitative in-depth interviews with experts are held in order to evaluate how similar companies are handling visitor’ management and marketing strategies. In addition, a focus group discusses improvements of current marketing strategies and possible integration of A.Vogel products into tourism industry. Finally, theoretical issues are combined with practical findings in order to develop a successful product package and to make further recommendations for the company. In summary, this paper provides a product development with the objective to integrate A.Vogel products successfully into the tourism and leisure industry and, hence, to an increase in sales.

Abstract: Climate change is no longer a deception. Many economic sectors have already encountered its impact. Alternatively, unlike other sectors, tourism industry is among the most climatesensitive economic sector. This is due to its close relationship to climate, as it determines tourists holiday times and destinations, the length of peak seasons; also, most of the tourism activities are weather dependent. Therefore, due to its sensitivity and vulnerability to climate change that will cause direct and indirect impacts, it is imperative for the tourism industry to respond and adapt. Since, the Alpine and Mediterranean regional economies depends on tourism, Winter and Coastal, which are extremely vulnerable to climate change, the focal point of this study was on the adaptation strategies of these systems. Firstly, to get the potential and implemented adaptation strategies relevant literature was reviewed. Through the expert interviews, further information, which was not available on the literature, could be revealed. Also, a SWOT analysis of the adaptation strategies was completed, finalising with a comparison of the strategic directions of both systems’ strategies, and a gap analysis of the implementation status and the adaptive capacity.

Abstract: The number of mountain bikers grew rapidly within the last years. Nowadays there are three times more mountain bikers in the German-speaking market then skiers. The canton of Grisons is aware of this fact and implemented the project GraubündenBike. The aim of this bachelor thesis is to examine how the whole region Surselva can benefit from this target group in order to increase summer tourism. As the region exists of many different tourism organizations, the theoretical part focuses on stakeholder- and cooperation-management. Furthermore, it contains a marked demand analysis of the mountain bikers and a tool featuring eight different design elements that are important for the development of a mountain bike destination. The empirical part firstly includes the findings of a situation analysis of the region Surselva which is conducted under behalf of interviews among experts from the five biggest tourism organizations. Secondly, a competitor analysis with four mountain bike destinations is conducted in order to evaluate what the region Surselva needs to implement in order to attract more mountain bikers. Finally, this thesis provides recommendations for a successful development of mountain biking tourism in the region Surselva.

Abstract: The rising concern of western societies about developing countries has led to an increase in non-governmental organisations. In line with this, offers for international volunteering from NGOs as well as tour operators have increased all over Europe. Even though volunteer tourism has grown in the past, the volunteer tourist as a person has never been fully investigated. Additionally, the Swiss market for volunteer tourism was never assessed thoroughly. This bachelor thesis is looking at the demand side of the volunteer tourism market. With the help of literature research, qualitative and quantitative surveys the volunteer as a person is analysed. The literature review deals with the basis of travel buying behaviour and volunteer tourism. To help answering the research question «Is there a market for volunteer tourism in Switzerland», the existing market in Switzerland is elaborated and its potential analysed. This is done with nine expert-interviews and an online survey. The quantitative survey was answered by 213 Swiss citizens from which 45 people have already been on an international volunteering experience.

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

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

Abstract: In today’s business the communication instrument sponsoring has gained in importance besides the classical advertisement. More and more companies are using sponsoring to strengthen their corporate brand. Especially, sport sponsoring is a popular communication instrument for increasing the level of awareness and the image of a company and its brand. Despite the significant increase of the sport sponsoring, there is no exact research concerning its effects, even there exist a lot of possible measuring methods. However, a method that measures its effectiveness does not exist so far. The aim of this bachelor thesis is to examine whether or not sport sponsoring is an effective way for branding and if sport sponsoring can replace the classical advertising. Therefore, the sponsorship of TUI Suisse and FC Zürich will be examined. The main objective of this work is to get an answer on how effective the sponsorship is. According to two studies, which were recently done by advertising agencies and of some expert interviews as well as findings from the literature, the effect of the sponsorship of TUI Suisse is being evaluated. Finally, recommendations for TUI Suisse are deduced from the findings.

Abstract: A recently established form of tourism is Volunteer Tourism. Volunteer Tourism describes the activity of individuals going to another country to work during their holidays for valuable causes. While ‘volunteering’ in Switzerland is relatively well- known activity and expression, the combination with the tourism industry is rather new. The paper distinguishes these two activities and provides the reader definitions. Expert interviews were conducted to analyse this new phenomena in Switzerland. The study discusses the distinctiveness of this new activity in regard of experience-giving and sustainability aspects and the problems and chances to a more commercial form of conventional tourism. A review is given of the motives of Voluntourists and their gained benefits out of such participation. The paper concludes that volunteer tourism in Switzerland has a high potential for growth and increasingly cooperate between NGOs and Tourism institutions and gives recommendations for carefully implementing a program not losing more of the distinctive features that characterizes the authentic and real volunteering form.

Abstract: The development of Web 2.0 and social media brought up new possibilities to destination marketing and branding. Even tough, there is a high potential for the tourism industry, few destinations are using social media. The destination St. Gallen-Bodensee is aiming at implementing social media focused on leisure tourism. Therefore the purpose of this thesis to draw up recommendations on how the destination St. Gallen-Bodensee should use social media. This thesis consists of three main parts. At first, a thorough literature review gives insights into the main topics of destination management, branding and social media marketing. Secondly, in the empirical part, best practice examples of Swiss destinations using social media were selected and analysed. Furthermore, expert interviews were conducted in six best practice destinations as well as with a social media expert. Finally, this paper combines theoretical knowledge with practical implications in order to generate recommendations for St. Gallen-Bodensee Tourismus.

Abstract: In the past fifty years, the number of film festivals around the world has exploded. Organizers compete for visitors, filmmakers and starlets. Therefore, a profound outline of the key success factors of film festivals is needed. The Zurich Film Festival is a relatively young event and strives to establish itself within the tight competition. Hence, the aim of this bachelor thesis is to determine the key success factors of film festivals and apply them to the Zurich Film Festival. In order to guarantee its future success, it is important to derive sustainable strategies. Very little research has been done so far on the topic of strategic issues in relation to film festivals. Within this bachelor thesis, this gap will be covered. The literature review deals with the history of film festivals, event marketing and strategic management aspects. A benchmark study and expert interview serve as the basis for the development of the strategies for the Zurich Film festival.

Abstract: The world is going green and the protection of the environment is becoming more and more important not only for private persons but also for companies. This development has now reached the event industry, where event organisers are confronted with an emerging customer demand for eco-friendly event policies. This thesis investigates the meaning of such environmentally friendly events and to find out if there is an increasing demand in Switzerland or if it is merely a hype. Therefore, the current situation is analysed in terms of availability of certificates for sustainable event practices and the benefits for the image of a company that stages green events. Furthermore, questions are raised whether such events are more costly than standard events and what their future importance will be for the event industry. To get a holistic view of the present meaning of sustainable events and the readiness to pay for them, expert interviews with event organisers and customers of HRG Switzerland have been conducted. These results are used to give recommendations on the future implementation of green events.

Abstract: The aim of the youth development department of each football club is to identify those talents with the highest potential to achieve future top results. The decisive factors which may influence a talent can however only be determined retrospectively. The aim of this Bachelor thesis is for this reason to explore and critically evaluate similar and different factors in talents’ past career development which influenced these players on their way to high-performance football. The literature review analyses former studies concerning talent identification, selection and development whereby factors influencing elite athletes are revealed. Besides this review, players’ fact sheets, a pilot questionnaire and qualitative interviews with a number of U18 players, their coaches, and technical directors in charge of youth development, are analysed. Derived from this broad data base, factors influencing a successful transition from grass roots to youth high-performance football in Switzerland are outlined. This compilation of factors helps to understand the crucial common success factors, which in turn allows to take them into account in future talent fostering. This consequently helps to enhance the quality of talent development.

Abstract: The Adventurists is a UK based company offering different adventure events spanning across the globe. The company has been growing rapidly ever since its first adventure in 2004. One of the definitions of adventure is that the outcome of the undertaking is unknown. This means that The Adventurists have to be constantly on the outlook for new adventure ideas, as their old ones have the potential of not being perceived as adventures any longer by potential customers because so many participating teams have done it before. This and the fact that the company’s ambitious mission is to save the world by making it a less boring place and by trying to raise more and more money each year means that they are pursuing a growth strategy. This Bachelor thesis attempts to find The Adventurists’ next adventure by respecting the requirements given by the company. The challenges were that The Adventurists have not applied any specific tools or methods in the past to identify their target groups and their needs. There has never been a need for that as all of their products sold out, sometimes within minutes.

Abstract: «Heidi» is an international fame and a globally known brand which actually represents Switzerland. Many Swiss tourism organisations have already used the brand for its marketing activities; Heidiland Tourismus AG is one of them. The emerging DMO bases its entire marketing efforts on Heidi’s story and the values associated to it. Due to the fact that there are only a few touristic offers in the field of «Heidi» and these are mostly based on existing infrastructure, it is inevitable to create new products in order to establish the brand «Heidi» in the region. Therefore, this Bachelor thesis aims to develop a new product for Heidiland's product line «Family and Heidi», using the brand «Heidi». A literature review is supplemented by expert-, and guest-interviews. After analysing the present situation and the potential for new Heidi-products, a benchmarking analysis with national and international partners is conducted. The findings of these analyses shall assist the idea generation as well as the subsequent product development process. Finally, measures and recommendations for the further procedure are provided.

Abstract: Until 2011, China and Switzerland have established their diplomatic relationship for over 60 years and cooperated in many fields. A strong tourism correlation has been made between two countries, some well-known Swiss destinations, such as Luzern, Zermatt and Engadin St. Moritz, have entered Chinese market and expected more Chinese tourists. With the popularity of Chinese tourists, it is significant for destinations to have a comprehensive understanding of them. This Bachelor Thesis analyses the prospects and barriers of the presence of Engadin St. Moritz regarding to the Chinese market and therefore attracting more Chinese tourists. Moreover, it also analyses the needs and wants of Chinese travel service companies. In order to help Engadin St. Moritz develop the appropriate products and strategies, the literature review is mainly focused on Chinese tourists, and their information behaviour. The expert interviews from both China and Switzerland enable Engadin St. Moritz to find out possible future suggestions.

Abstract: Effective new employee introduction is a key issue in human resources management. Companies aim to enable newcomers to reach effective performances as from the beginning and to avoid the costs of high early turnover rates. This Bachelor thesis examines the success factors and the pitfalls of these processes and the ways of their optimisation. Specifically, the new employee introduction at Swissport International Ltd. Station Zurich is analysed and recommendations for the further development of the processes are elaborated. The foundation of the thesis is a literature review and a qualitative research on the basis of interviews with HR experts of selected large companies and a benchmark analysis. For the practical aspects, the research covers interviews with Swissport line managers and HR managers, as well as with new employees at their first working day, after one month, and after two months. Observing the processes through the participation at the introduction day programme of Swissport International Ltd. Station Zurich provides additional input. Taking all the analyses and findings into consideration, a set of conclusions resulted in customised organisational and leadership recommendations.

Abstract: The Audi FIS Alpine women Ski World Cup is an event with long tradition in the region of St. Moritz. The organizational committee of the event wants to shift the Audi FIS Alpine Ski World Cup to December. Therefore it could be used as season opening. This Bachelor thesis highlights the potential touristic impacts of the event on the destination and suggests a possible event concept for the future World Cup. In the first part of the thesis the destination and the event are explained. Afterwards the literature and theoretical framework were analysed. In the empirical part competitor analysis with other scenes of Audi FIS Alpine Ski World Cups in Switzerland and in neighbouring countries were conducted. Moreover experts from the industry and tourism suppliers of St. Moritz were interviewed. The literature review, theoretical framework and the conducted expert interviews served as basis for the recommendation of the possible event concept and potential impacts on the destination.

Abstract: Since the last World Orienteering Championships (WOC) 2003 in Rapperswil the awareness of the for a long time unknown fringe sport 'orienteering' has risen in the German speaking part of Switzerland. Through intensive communication and marketing activities prior to the event, the success of the Swiss orienteers, the attracted spectators and the media presence, more and more people, especially children, have started participating in this interesting sport. The organisers of the next WOC 2012 in Lausanne hope for similar effects in the French speaking part of the country, where so far not a lot of people are interested in doing orienteering. This Bachelor thesis identifies with the help of a communication concept the possible communication tools the organising committee of the WOC 2012 can use to market the event as successfully as the organisers in 2003. The existing literature was researched for a detailed understanding of the communication concept and its single steps. Such a concept was then created for the WOC 2012 with the knowledge acquired in the literature review and additional information from expert interviews. Finally, recommendations for the Association WOC 2012 were concluded from the developed concept.

Abstract: Mountainbiking has developed in the last years from a trend sport to a mass sport. Although the Saanenland already attracts mountainbiking guests, Gstaad Saanenland Tourism aims to increase the number of mountainbike guests and to position itself as an attractive mountainbike destination. Therewith, also a sustainable mountainbike event should be established which is the objective of this thesis. First, the target group of the new mountainbike event is defined according to the strategy of Gstaad Saanenland Tourism and existing literature. Secondly, benchmarking events are determined which attract a similar target group like the one defined in this thesis. Subsequently, a benchmark analysis is conducted to identify the success factors of these events. An event idea is then established and is improved with the help of expert interviews and an online questionnaire distributed among the defined target group. Finally, the event idea is finalized and requirements for a sustainable implementation are deducted.

Abstract: Customer behaviour as well as customer expectations change constantly in today’s environment. Moreover, the air transport industry is highly competitive and therefore it is vital for airlines to gain knowledge about new customer behaviour and expectations, and to adapt accordingly in order to remain successful. The main focus of this thesis is to identify these expectations. The research sets out to investigate the possibility of differences between expectations of business and leisure travellers. This Bachelor thesis consists of an introductory part, a theoretical part on existing literature on customer behaviour and ground products, and an empirical part. The empirical part is comprised of interviews with experts of the ground service department of SWISS as well as experts of Swissport, the ground handler of SWISS. It examines the results of the passenger survey conducted at Zurich Airport and compares them to the experts’ opinion on customers’ expectations. Hence, the main objective of this Bachelor thesis is to analyse passengers’ expectations of customer touch points and to explore different options for future development of ground products.

Abstract: The booming Chinese outbound tourism has transformed into a world player in international tourism and attracted worldwide attention. Many nations are eager to take advantage of this opportunity. However, little is known about the Chinese culture and Chinese tourists’ travel behaviour and their food preferences, because this market has only opened up in the past decade. Based on statistics, Chinese tourists are very satisfied with transportation, landscape etc. in Switzerland, but except their daily food experience; therefore, one of the emphasis of this research is to evaluate this dissatisfaction and find out its background and reasons. Furthermore, there is no empirical study examining the food preferences and dining behaviours of Chinese tourists toward Swiss restaurants. Consequently, the second task of this paper is to fill this gap. At the end this study should contribute the valuable and deliverable guideline to Swiss restaurants serving Chinese tourists. For that both qualitative and quantitative methods were chosen.

Abstract: The number of internet users has been increasing enormously in the past few years. People are online at any time and feel the need to publish content, to give opinions and to show where they are and what they do. This development brought different changes in terms of working and in doing business and it opens new possibilities for new business concepts. As an increasing number of people are communicating via the internet, Web 2.0 and especially Social Media reached high importance as marketing instrument. There are different ways of using the internet and Social Media for marketing purpose. The creation of online communities and online platforms is one possibility whereby its structure and dynamic has to be understood. With this research paper the opportunities and benefits of the internet on the example of FoodSharing GmbH are analysed with a special focus on social media. Furthermore, it is analysed how the Internet and social media can be used as distribution channel. FoodSharing GmbH is a company which offers an internet platform where private persons and restaurants can buy and sell meals. Moreover, restaurants, cooks, and meals can be rated and comments can be published by users. This provides security to buy high quality food only.

Abstract: Nowadays, the supply of sports is increasing and the consumer or spectator is overwhelmed by the variety of sports. As the supply is bigger the demand for one single sport is decreasing. This is also connected with current popularity of the sport. Moreover, the group of fans of a sport changed as well as the motive to attend a game. Today, the spectators want to be entertained and the event has to be emotionalized. Due to these two factors the product itself as well as the offers for the target groups has to be adapted. The Swiss Handball League has to deal with these problems. On the one hand the young talent is missing due to the wide variety of other sports available and also because of the obligations towards a club. On the other hand the media coverage is quite low because of the overdue success of the Swiss national team. Furthermore, the number of spectators is not very impressive this is linked to the missing popularity of handball in Switzerland. Therefore, reasons for these have to be found. With the help of a survey and expert interviews, the Bachelor Thesis highlights reasons for the missing popularity, how to improve the product as well as the CRM tools which could be used in future.

Abstract: Water is not only the basic element of life, but also a very crucial resource for tourism offers worldwide. Tourists demand water as a source of recreation, and for activities and experiences in the nature. This bachelor thesis examines the potential of water-based tourism offers regarding the successful positioning of a touristic destination in Grisons. Therefore it has been researched, compared, and analysed different products in relation to water-based tourism in the Alps. Further goals are the evaluation of the strategic potential of water as a touristic resource and the analysis of product development processes of water-based tourism products. The thesis is based on a literature review with a focus on water tourism, destination management, positioning, and product development issues. Furthermore it provides a market review of existing water-based offers, and examines existing water-based tourism products regarding attraction, development, positioning, and value creation. Additionally the author supports the findings with expert interviews, online surveys, online questionnaires, and three case studies in order to guarantee an integrated approach and discussion of this subject.

Abstract: The Zoo Basel intends to build the first large-scale aquarium in Switzerland, the Ozeanium Basel. This project aims at expanding the zoo area towards the city centre and to provide access into a fascinating hidden marine world that attracts a lot of visitors. Hence, the already well-established Zoo Basel is concerned that they may lose visitors to their own new attraction. In order to prevent such a visitor shift, the aim of this thesis is to provide recommendations to the Zoo Basel in order to maintain a sustainable amount of visitors at the Ozeanium without having to sacrifice visitors at the Zoo Basel. As a first step, a thorough literature review has been compiled to analyse the visitor expectations as well as different approaches in the management of attractions such as zoos and aquaria. As a second step, different expert interviews were conducted. Furthermore, a competitor analysis as well as a benchmark analysis have been carried out in order to detect potential competitors and to gain an insight into «best practices» of aquaria.

Abstract: The Postauto Schweiz AG is a business unit of the corporate group Die Schweizerische Post and the leading bus operator in public transportation on road within Switzerland. Further, Postauto Schweiz AG also provides services within the leisure and travel market performed by coaches. The paper examines different possibilities in order to position these offers within the brand portfolio of the corporate group without losing the family brands strength. Therefore, the Bachelor thesis considers all relevant theory regarding the conception of branding which contains the brand identity and its positioning, different branding strategies and architectures as well as the managing of brand portfolios. Besides that, further literature review is conducted in reference to the characteristics of the travel coach industry, especially regarding the current situation within Switzerland. Moreover, all relevant aspects regarding branding within the transportation industry are taken into account. In a further step, primary research methods are applied in order to analyse and describe the current situation concerning the family brand as well as sub brands of the corporate group. Finally, a theoretical recommendation for Postauto Schweiz AG is presented.

Abstract: Stakeholders are a vital factor when managing an alpine destination. It is especially crucial that locals are tourism aware because friendliness and hospitality generate guest satisfaction. The tourism organisations need to manage the locals in order to win them for the mission «Guests Satisfaction» and to gain a competitive advantage in terms of differentiation. The aim of this bachelor thesis is to explore how locals of an alpine destination could be managed in a way that they think and act more tourism oriented. For this, the guest expectation and satisfaction is investigated and the actual tourism awareness of locals is analysed. Although diverse literature exists on stakeholder management, only a modest amount of studies is available about managing tourism awareness of local stakeholder groups in alpine destinations. The aim of this thesis is to investigate recommendations for improving tourism awareness. This is done by a survey of 285 guests from the holiday region Engadin Scuol and in six interviews with representatives of local stakeholder groups. The focus is laid on stakeholders who are indirectly influenced by and influencing tourism. Finally, recommendations for Engadin Scuol Tourism are given based on the results.

Abstract: Geocaching, a GPS enabled treasure hunt, is worldwide increasing in popularity as a hobby. The aim of the game is to find a treasure (cache) with only the help of a GPS device and some hints. The cache is a small box and normally contains a logbook and a pen. The tourism industry has acknowledged this trend and various organisations have integrated Geocaching in their product range. Also the UNESCO Biosphäre Entlebuch recognised Geocaching as a new product possibility. This Bachelor thesis firstly elaborates on Geocaching as form of game; secondly, educational tourism as an experience; thirdly, the use of mobile technology and lastly, the process of service development. Literature provides a background on all four aspects but does not present insights on how Geocaching is best used as a tourism offer, i.e. the combination of all four areas. The main objective of the empirical research is to find out how such a Geocaching product should look like and what would motivate visitors to buy it. Therefore, an online survey with visitors to the Entlebuch region and expert interviews have been conducted. Finally, the bachelor thesis presents a concept for a new Geocaching product and recommendations for the UNESCO Biosphäre Entlebuch.

Abstract: Since overnight stays in the hotel business are decreasing over the last 10 years, it is necessary to focus on the development of new hotel projects which is crucial for the future. Moreover, there are interesting new hotel forms that reach alpine destinations. This bachelor thesis highlights the current hotel business industry and its potentials for the future, based on the example of Arosa. Furthermore, this paper gives an introduction of the hospitality and hotel sector to further analyse the hotel business industry of Arosa. Moreover, hotel managers of Swiss alpine destinations and Swiss cities gave valuable inputs for the recommendation of new or alternative products for Arosa. In addition to contemporary client demand towards hotels in alpine destinations and trends in the development of hotels are illustrated. Finally, this thesis gives suggestions for feasible hotel types, their size and positioning within the hotel market of Arosa.

Abstract: The tourism industry is ever-changing. As a consequence small and medium-sized tourism companies face many challenges nowadays. In order to prevail against competitors and to strengthen own operations a business needs to constantly develop and evolve. One way of achieving that and at the same time securing the company’s viability is by means of growth and expansion. Travel Out There, a Baltic-based incoming tourism agency providing experience-based tourism in the form of various activities and services, chose the path of growing and expanding into new markets with the help of both new and already existing products. This bachelor thesis presents some theoretical approaches the company must consider in the process of internationalisation. The empirical research that has been conducted supports the theoretical root of the matter and aids to draw conclusions and give recommendations for further proceedings in order to help Travel Out There realize its objectives of growth and expansion.

Abstract: The hospitality-market became increasingly competitive in the last years. Trends change faster and the product life cycles of tourism products last shorter. Simultaneously, the seasonal nature of the hospitality business intensifies the market pressure. In particular, alpine destinations face severe problems to attract a sufficient number of guests during summer. Therefore, companies in this segment are forced to steadily implement innovative concepts and products. This Bachelor thesis depicts the current situation of alpine hospitality businesses. Moreover, potential for improving the summer business is revealed. On the basis of the ROBINSON Club Arosa, a concept for a new summer product is elaborated. This concept features all relevant factors of the extended marketing mix. For the idea generation process various experts, guests and employees of this hospitality provider have been interviewed. In addition to the elaborated concept mentioned, the reader finds a variety of other recommendations for further summer products and events that suit the needs of guests in alpine destinations.

Abstract: Regional nature parks are established all over Switzerland, with the aim to protect nature and enhance regional value creation of remote and rural areas. Within the planning of a regional nature park in the canton of Schaffhausen, wine tourism has been determined as most valuable differentiation to other park projects and to enhance near natural tourism. This thesis aims on the one hand to examine the potential of regional nature parks in general and on the other hand to evaluate the potential of wine tourism in the proposed nature park in Schaffhausen. A tourism strategy and concrete offers will be the result of the research which consists of literature examination in wine and park tourism as well as a workshop and expert interviews.

Abstract: A process which meets the needs of present tourist and host communities whilst protecting and enhancing needs in the future. This is the meaning of sustainable tourism and gains importance not only in individual branches but also for a destination. The tourism organization St. Gallen-Bodensee embraces this in two different ways. One is a Charta from the association «Schweizer Tourismus Verband» (STV) and the other is the city of St. Gallen with their performance agreement. Both of them require a sustainable development strategy. Yet the implementation of a sustainable strategy requires a set of criteria whose fulfilment guarantee sustainability. In this thesis the goal is to develop these criteria and their evaluation with regard to social sustainability. The work is structured in three main parts. Firstly, central aspects of sustainability are defined, the structure of St. Gallen-Bodensee described and the literature of indicators elaborated. Secondly, semi-structured interviews were held with stakeholders who are operating in one of the actions fields of SGBT. Based on the findings of literature research and interviews, recommendations for ST. Gallen-Bodensee Tourism are revealed.

Abstract: Loyal customers are very crucial for a company, because it is much less costly and more profitable to keep existing customers instead of attracting new ones. Customer loyalty programs provide an opportunity to establish long-lasting relationships in order to collect valuable data and learn from the knowledge of loyal customers about a specific product, brand or company. At the same time, the company gives the clients something back for their loyalty and stimulates them for further purchases. For this reason, Bicycle Holidays Max Hürzeler is looking for introducing a suitable customer loyalty program in order to reward their very loyal customers and to create new communication opportunities. To establish a successful customer loyalty program, it is important to consider customers’ needs and expectations towards such a program. Therefore, a survey on Majorca with current returning customers was conducted. The first part of the paper is dedicated to existing literature about customer loyalty and customer loyalty programs. This is followed by an empirical part as well as analysis of the results and consequently, several proposals for the implementation of a customer loyalty program for Bicycle Holidays Max Hürzeler are given.

Abstract: A steady growth of Indian inbound market to Swiss destinations attracts the attention of many tourism providers recently. Yet, there was a widely held assumption that Indian tourist behaviour, results certain reservations among Swiss suppliers, holds back from executing effective performance. It has, in fact, constructed an urgent need for identifying the rational courses of this phenomenon and developing mutual understandings. A significant level of cultural disparity between both nations is understood to be causing these misunderstandings. Indian national culture, deeply rooted in its majority religion Hinduism, establishes a very different worldview than of Swiss culture. Both cultures provided with its’ own national codes for their behaviours. This research presents a profound knowledge of cultural morals behind Indians behaviour. Understanding these behaviours from cultural point of view allows tourism industries to make the most of it. Accordingly, Swiss tourism providers have to be aware of the major value of these morals and be sensitive to the cultural differences. However, for a certain extent, Indian tourists also need to be educated for the better outcome.

Abstract: Cultural tourism is a form of tourism that promotes and enforces cultural activities associated not just with the past but also with contemporary cultural expressions such as the people’s way of life, their habits and customs. The growth of the cultural tourism market and the increased competition make the destinations operating in this tourism segment differentiate themselves through unique offers. Local cultural identities and diverseness can also be the nature and basis of a tourism product. Engadin Scuol belongs to the holiday regions which operate in the field of nature and culture tourism. This Bachelor thesis examines factors which drive the cultural identity and analyses the different perceptions of local stakeholders of the region Engadin Scuol. An overview of the current literature about aspects of cultural tourism such as different typologies, cultural attractions, cultural trends, cultural identity and stakeholder issues is given. To analyse the different perceptions of the local stakeholders, expert interviews with service providers of the region Engadin Scuol were conducted. In conclusion, recommendations to the different stakeholders for the further development of Engadin Scuol are developed.

Abstract: Holidays are the best time of the year, no matter if this means having action far away from civilisation or relaxing at the pool. Nowadays the market consists of different tour operators with increasingly exchangeable offers. The market is transparent and customers expect high quality. Due to these reasons it is crucial to focus on the customer. The service provided in the holiday destination by the tour operator has big influence on customer satisfaction. The biggest tour operator in Europe is TUI Travel. The company gives its best to always be up to date with customer needs why in 2010 a project called «i-care» was launched. Within this project, current customer characteristics, needs and wants are defined in order to improve service standards. One of the targeted customer groups are families. This bachelor thesis aims to assess current family needs and furthermore develop a concept to adjust services. The areas of quality management for services, family characteristics and needs, and current services of TUI Service AG are firstly analysed in a literature review. Secondly, qualitative research, obtained through conducting expert interviews, is done. According to the outcomes, recommendations for adapting the services are provided.

Abstract: Sustainable tourism is becoming more and more important in order to protect our planet and to keep the travel industry and its fundament alive in the long-term. Especially tourists with their power of decision have a big influence. Thus, it is crucial to begin here by sensitizing this stakeholder group. Various approaches exist, but most of them are one-sided and difficult to understand for ordinary persons. Therefore, the aim of this thesis is to create a comprehensible and holistic sustainability evaluation tool for journeys offered by Kuoni. The tool, called «Kuoni Star», provides Kuoni’s customers with a rough hint about the grade of sustainability of their journey. The «Kuoni Star» looks at the whole journey and all sustainability dimensions. It makes the complex topic of sustainable tourism understandable and serves as a valuable decisionmaking help when planning a journey. In a first step, the literature review sets the basis for the «Kuoni Star». Here, sustainability in journeys and sustainability evaluation tools are defined. Kuoni’s offers and its engagement in sustainable issues are presented. In a next step, the «Kuoni Star» is created before the empirical research aims to check its usability. Firstly, the opinion of experts and customers is investigated which leads to adaptations. This revised version of the «Kuoni Star» is then used for an experiment in form of a practical test which serves to discover the applicability of the tool.

Abstract: Nowadays it is getting more and more difficult to animate people to buy your product, use your service or visit your museum because of the saturation of the market. Therefore it is crucial to apply appropriate marketing instruments to attract customers. The aim of this Bachelor Thesis was to write an appropriate Marketing Concept for the Dinosaur Museum Aathal. Therefore some adequate marketing instruments should be found, the marketing strategy defined, and the museum marketing in general should be tried to improve. Beside the various existing literature regarding this topic, a survey with 133 visitors of the museum was implemented. With the aid of these interviews, some non-structured interviews with the museum employees and the literature review, the author of this thesis was able to make recommendations in terms of marketing activities and to make improvement suggestions regarding the offers of the museum itself.

Abstract: Marketing cooperations are said to be favourable, since they bring along advantages like increasing brand and product awareness, cost minimization and access to new target markets and customers. Aware of these advantages and chances the shopping and commercial centre IM VIADUKT considers engaging in such a marketing cooperation. This bachelor thesis aims at developing a marketing cooperation concept for IM VIADUKT aiming at increasing its recognition and consequently the number of customers. The thesis starts with a literature review, which gives a broad overview of the different forms and characteristics of marketing cooperations and their implementation process. The following empirical part includes interviews with responsible persons from IM VIADUKT, designed to define their goals, needs, wants and reservations towards marketing cooperations. Further, professionals from marketing agencies are interrogated to obtain opinions from experienced practitioners. Based on this knowledge, tailored suggestions for marketing cooperations for IM VIADUKT are elaborated.

Abstract: The significance of this Bachelor thesis is to strengthen the human resources management in the labour intensive hotel industry and therewith to remain competitive on the market. For this reason, the main objective is to develop and introduce an adequate incentive system for the department heads of the Hotel Einstein. Therefore, an overview on common approaches and a study of instruments used by different types of organisations in this industry is necessary. To accomplish this objective at the best, an in-depth understanding of the functioning of incentives, the incentive management, and the special requirements for management employees in the hotel industry is essential. Theoretical research provides the basis for gaining this knowledge. In addition to theory, two surveys with hotel executives and an expert interview covers the practical research. Out of these analyses, the recommendations for the Hotel Einstein are elaborated and finally presented in a practical example.

Abstract: Switzerland Tourism is able to develop marketing campaigns not least because of financial contributions from strategic partners. These are not tourism partners but commercial companies from different industries, not necessarily tourism related. In return, the partners are integrated in various marketing platforms offered by Switzerland Tourism. This Bachelor Thesis highlights marketing activities which are offered to partners by other marketing organizations. It demonstrates what tools are attractive for partners as well as to what value they can be sold. Furthermore, it analyses how other national destination marketing organizations handle their business with partnerships. Structurally, this work consists of a literature review on the topics sponsoring, cross-marketing and marketing instruments which serves as a basis to conduct the qualitative research. After that, the empirical part describes on the one hand the application of expert interviews with national tourism organizations and event marketing organizations, and then presents on the other hand collected data. Finally, the findings provide implications and recommendations for Switzerland Tourism.

Abstract: The climatic challenges facing the winter alpine season has opened up the opportunity for destinations to develop their summer alpine season. The destination of Savognin provides tourists with an endless array of mountain and lake activities in a landscape rich with beautiful scenery. Therefore the thesis aims at providing recommendations on how Savognin can improve their summer offers, thus reducing the gap between their overall summer experience with those of the benchmark destinations. In order to provide recommendations the thesis is split up into four key steps. Firstly, the literature review delves into the developments of summer alpine tourism, the tourist expectations, the destination management tasks, and the trends awaiting the industry. Secondly, information from tourists, internal stakeholders, and benchmark destinations was acquired via personal interviews and emails. Thirdly, a case study analysing Savognin as well as a benchmark analysis was carried out. Finally, this paper combines all the knowledge and feedback acquired from the previous steps to provide recommendations for STiS.

Abstract: The choice of tourism destinations nowadays is almost limitless and with this the destinations face fierce competition. The survival in the shark tank is a hard fight; therefore, destinations need to be competitive in order to outrage their rivals. Singapore, the Southeast Asian city state, is one of the most famous business and hub destinations in the world. This image was long seen as a factor of success. However, things have changed and Singapore and especially Singapore Airlines are aimed at no longer promoting Singapore as a stop-over but as a short city break destination on the Swiss travel market. The purpose of this thesis is to illustrate the process of such a repositioning as well as to highlight the travel behaviour of Swiss tourists and finding out whether Singapore could be a new end destination for the Swiss travel market. The paper has been created by using relevant scientific papers, related books and internet homepages. In addition, a 437 sample questionnaire was conducted in order to find out if there is demand for short city breaks to Singapore. Out of the literature and the results of the questionnaire recommendations for the Singapore Tourism Board and Singapore Airlines are given.

Abstract: The importance of sport continually increased over the last few years and is nowadays an important part in the society. Even the event industry including sport events grew and expanded tremendously in recent years. Stakeholders are crucial for the success of sport events, such as the Audi FIS Ski World Cup Lenzerheide Final 2011, therefore huge attention has to be paid to them. This bachelor thesis consists of a theoretical and a practical part, in which the key stakeholder are defined and analysed according to their level of fulfilment, especially when it comes to additional expenses and the cooperation with the organizational committee. Research is done by expert interviews, whereby their expectations and its level of fulfilment are outlined. The aim of this thesis is to give suggestions to the organizational committee for further events according to own ideas and suggested improvements from the key stakeholders.

Abstract: The training and development of Cabin Crew Members of Swiss International Airlines takes place at Swiss Aviation Training near Zurich airport. The basic course for Cabin Crew Members has a duration of one month, afterwards the new flight attendants are able to start working on short-haul flights. At the beginning of 2011 a new basic course for Cabin Crew Members had been implemented. The new course had been worked out with instructors of the different learning fields, during a workshop, which followed the principles of Kaizen. The aim of the Bachelor thesis was to compare the former course with the new course. The targets that had to be taken into consideration for the investigations had been the learning efficiency, the teaching efficiency, the course duration and the instructor over duties. The research methods were quantitative and qualitative. Two similar surveys have been distributed to classes of the new course and to classes of the former course. Furthermore, five instructors have been interviewed for the qualitative research. The literature review is based on the theory of Human Resource Development and on the theory of Kaizen. In chapter 2 also the Cabin Crew Training at Swiss International Airlines is shortly explained.

Abstract: In times of climate change and socio-economic unrests, the demand for a nearby, calm, natural and authentic holiday experience has witnessed a growing demand. The marketing cooperation «klein und fein» of Graubünden Ferien is a direct response to this development. It intends to promote small tourism destinations within Grisons which offer unique recreation experiences in a setting of pure nature, rich culture and true authenticity. At the same time, the canton has developed a strategy to improve quality and innovation of tourism offers. This thesis addresses the meaning and significance of the «klein und fein» project. Furthermore, it explores the guests’ expectations of accommodations within nature and culture-based tourism and analyses the role of quality in small, rural accommodation sites. Based on previous research, expert interviews and a guest questionnaire survey, a comprehensive set of quality criteria for «klein und fein» accommodations is elaborated. The results will enable suppliers to better tailor their services to their guests’ needs and thus amplify the level of quality. The results are also seen as a useful tool for Graubünden Ferien to outline and market the typical features of «klein und fein» accommodations.

Abstract: Film festivals have become an important feature of our cultural life. Their importance is increasingly recognised, yet the number of film festivals is still augmenting. With the professional operation of competitors the need for clear profiling and awareness arises together with the issue of image perception. This bachelor thesis highlights the importance and role of image for film festivals and investigates in a perceptions and image analysis of the Internationale Kurzfilmtage Winterthur (KFTW). This is done from the point of the Swiss film industry as they are one of the key target groups and contribute significantly to the success of the festival. The empirical part therefore encompasses eleven expert interviews with qualitative and quantitative-based questions and is supplemented by a situation analysis and a competitor analysis. The aim of the former is to assess strengths and weaknesses while the latter evaluates how the KFTW profiles against its competitors. Hence critical performance factors are assessed and indicate a valuable allusion to stream the scarce resources of a festival. Finally, recommendations for the KFTW are deduced from the findings for the enhancement of awareness, profiling and image.

Abstract: Nowadays, the supply of different beauty elections and competitions are increasing and the spectators are saturated because every Miss or Mister election is based on the same strategy. This saturation is due the fact that al lot of people wants to be famous and to be once in their life in the spotlight. Therefore, most elections have a bad image, as well due to the negative headlines from the medias. As a consequence, each person perceives such elections differently and has their own opinion about it. The Miss and Mister Nordwestschweiz organisation has to deal with these problems and prejudices. On the one hand the media coverage is at the moment too low and on the other hand they have not enough candidates which are willing to fill out the application for the elections. The goal from Martin Thalmann and at the same time from this Individual Bachelor Thesis is to find some adequate measurements to improve the image and to assure sustainability for the event. With the help of quantitative and qualitative research and afterwards with the right evaluation, some strategies should be defined with the aim to make the event better and with the possibility to stand out from the competitors.

Abstract: The adventure and sport tourism market within alpine regions is highly competitive. Plural small companies provide a variety of high specialised touristic products in winter and summertime. Additionally, they aspire to identify continuously new business opportunities. Observing trends and implementing them on a business level plays therefore an essential role. This Bachelor Thesis discusses how small and medium-sized enterprises can seek trends and translate them into touristic products. Analysing characteristics of trends, methods to detect them out of field of trend research, and evaluating product development and innovation processes in tourism are key topics of the business paper. The findings out of literature review are supplemented by expert interviews that cover various knowledge fields. The objective of this work is to provide the New Technology Center concrete theoretical and practical recommendations to handle the duty of identifying and implanting relevant trend efficiently.

Abstract: It is now the sixth year that the European Freeski Open in Laax with more than 200 riders has taken place. However, the organizers have problems finding sponsors and financing the event. Therefore, an urgent solution and opportunities for the EFO must be found immediately. The findings include internal factors that might have an influence on EFO’s performance. But also external factors were considered for further predictions and trends that may pose threats or opportunities for the EFO. As Freeski is a very young sport, there was no specific data for sponsorships of Freeski events available. Due to this fact, the sponsorships and characteristics of particular Freeski events were compared. Moreover, particular information from expert interviews was comprised to get a deeper understanding on Freeski and its sponsorship. Finally, concrete actions and measurements were developed to attract new customers. Freeski is still a niche market but with increasing sales volume worldwide it is developing towards a professional sport. Freeski is not only a sport but also a lifestyle, as music, fashion and style that are shared in the community. The Freeski athletes are familiar with Web 2.0 and were an unreachable target group until now. Events such as the EFO provide the networks between sponsors and their target group by getting in contact in a relaxed atmosphere.

Abstract: The successful introduction of revenue management practices in the airline and hotel industries had dramatic impacts both for service providers and customers. Airlines and hotels were able to increase profits by setting flexible prices according to demand and time of booking. This bachelor thesis highlights the successful implementation and application of revenue management in the accommodation industry. The major aim of the thesis is the identification of best cases and state-of-the-art revenue management practices in the service industry with a particular focus on airlines and hotels. Although countless literature has been published on revenue management practices, little research was conducted on how revenue management practices of other industries, especially airlines and casino hotels, could be adapted and implemented into the hotel industry. The thesis aims to close this knowledge gap by providing a state-of-the-art literature review on the science of revenue management and the subsequent application of three distinct research approaches. On the one hand, revenue management experts out of the airline and hotel industry are interviewed and on the other hand, in depth desk and web research is conducted in order to identify best cases in the application of revenue management. Finally, recommendations for the IBIS Hotel Docklands London and for the hotel industry in general are derived from the findings.

Abstract: The trend towards nature experiences, authenticity and individuality generates an increasing demand for nature-based tourism. Farms offering tourism products and services such as overnight-stays in the straw or vacation home, gastronomy, events or direct sales of farm products are part of the nature-based tourism offers. When a farm decides to diversify into tourism it becomes an agrotourism provider. While in the neighbouring countries Germany and Austria the potential of agrotourism has been recognised and the industry is supported by governments and institutions in Switzerland it is still a niche market. The aim of this Bachelor thesis is to provide information about the added value that is created within the farm's region on the basis of some case studies of agrotourism providers and to fill some gaps within literature concerning the turnover per farm, kind of offer and amount of guests. This is important to fully visualise the economic importance of agrotourism in Switzerland.

Abstract: Migration is quite popular nowadays. It is no longer strange for us to see a foreigner walking on the street or living next to you. In Liechtenstein, high percentages of the number of immigrants within the country’s whole population have been recorded since the last century. With this large proportion of residents originated from other countries, or being the second or third generation of immigrants, there is a growing demand for an integration of immigrants into the local society. One of the approaches is to integrate them through leisure activities. This thesis aims to find out appropriate strategies which can enhance integration through increasing regular leisure activities participation among the immigrants. In order to achieve this result, the concept of community-based social marketing and the stage of change model were applied. Individual leisure pattern can be observed. Several general patterns can then be analysed and predicted. With these supporting backgrounds, strategies can be designed and adapted in accordance with the immigrants’ stage of involvement in leisure activities. Good practice made by leisure clubs in Liechtenstein were also introduced in the latter part of the paper as a benchmark purpose.

Abstract: The OpenAir St.Gallen (OASG) is one of the oldest annual music festivals in Switzerland, taking place in the Sittertobel of St.Gallen. In the highly competitive music festival market, the OASG is facing the challenge to satisfy the constantly changing visitor needs and expectations. In particular the fact that many festival visitors leave the site during the day in order to satisfy their daily requirements poses a fact that the OASG aims to change. Therefore the main objective of this Bachelor thesis is to figure out the main needs and expectations of the OASG visitors, and getting the knowledge for adjusting and adding on-site offers in order to satisfy them. In order to do so the author implemented methodological approaches such as a profound literature review supplemented by a benchmark study with several similar national and international music festivals, a quantitative visitor survey during the festival days, and few expert interviews. The findings of the different research methods support the development of new on-site offer concepts for the recommendation.

Abstract: An important purpose of hotels is to satisfy and create relationships with guests. But this becomes enormously difficult in today’s hotel market as competition has grown significantly. Consequently, guests are faced with numerous choices and with over floating advertisement messages. Positive experiences, such as special holidays are forgotten in a short time period. The purpose of this paper is to investigate how hotels can achieve and manage sustainable relationships with their guests, to find reasons why former guests are not booking anymore and to define characteristics for unique and effective customer relationship management (CRM) in the hotel industry. Existing literature on CRM in the hotel industry has already analysed various topics and gives theoretical insights on different CRM instruments. But, there is missing evidence on the success factors and pitfalls of CRM as well as of indications, which CRM instruments are effective in practice. The aim of this paper is to fill this gap. A review on existing literature is supplemented by interviews with hotel experts and a customer survey with guests of a particular hotel, the Apartment Village Solaria Davos, to which recommendations are given at the end of the paper.

Abstract: In the future, traffic volume is predicted to increase where motorized individual traffic will still dominate the traffic situation. Even though every community in the canton of Graubünden is accessible by public transport its population commutes more often by car and less by public transport than Swiss citizens. In a first step, this thesis focuses on the preferences and the travel behaviour of commuters within Graubünden as well as compares the findings with Swiss compatriots by using secondary data. In a further step, an empirical research which consists of two different approaches is conducted. Qualitative research was used to obtain information of various companies concerning the administration of parking lots. In terms of quantitative research, car commuters’ motives, behaviour and especially barriers to change from car to public transport are analysed on the basis of 850 car commuters taking part in an online survey. By driving out first key words and implications for marketing, this paper supports the RhB to increase the acceptance and also the modal split in favour of public transport.

Abstract: The SRF provides as a part of the service public, the German-speaking Swiss populations with TV and Radio programs that are related to the topic of travel. A significant number of people consume such media products and it raises the question if it also influences them in their decision making as potential travellers. This Bachelor thesis highlights the decision making process in consumer behaviour and specifically in tourism. Furthermore the effect of travel related TV and Radio programs and media as an influential factor are investigated. Research on the travel related media products exist but it has never been examined for the Swiss market from the point of view of a public service broadcast enterprise. The literature review is supplemented with interviews of six experts from important Swiss travel agencies and an expert of SRF. A quasi experiment with two travel programs supports the expert interviews. Recommendations for SRF and travel agencies are concluded from the results.

Abstract: The tourism industry in Switzerland is facing challenges due to the current currency crisis. One way to avoid the risk of having too many guests from the same currency area is to develop new markets. The aim of this Bachelor thesis is to define the most adequate market out of the BRIC countries (Brazil, Russia, India, China) for the CUBE Hotel Savognin. Furthermore recommendations are made to know how the CUBE Hotel Savognin can proceed to successfully cater the target market in the future. In a first step the BRIC countries are analysed based on existing literature. In a second step the BRIC countries are compared to each other and the most adequate market chosen. Furthermore qualitative in-depth interviews are conducted with experts for this particular country. With the insights from the literature review and the interviews conclusions are drawn and recommendations made for the CUBE Hotel Savognin.

Abstract: Online distribution channels are very popular nowadays. Many travellers book their hotel rooms online. Therefore, it is important for a hotel to be present on online travel agencies. Currently many online travel agencies exist, which in turn makes it difficult for the hotelier to choose an appropriate distribution channel. The thesis highlights how hotels can sell their rooms online and explains criteria, which make those channels attractive for hoteliers. Due to the fact that those criteria are not easy to compare they had to be weighted and analysed. To receive a profound result this thesis is divided in three parts. At first, a literature review gives a theoretical approach of web marketing, especially online distribution and the theory of attractiveness criteria for online distribution. Secondly, in the empirical part expert interviews were analysed and based on the found results an online survey with hotel managers was conducted to weight the criteria. In the last part theoretical approaches were combined with results to give STC recommendations which attractiveness criteria influence hoteliers to sell their rooms online.

Abstract: The way people spend their leisure time is subject to constant change. The current individualization process of the Swiss population causes problems for many non-profit-oriented clubs. The Swiss Hang-gliding Federation faces the problems mentioned above. In order to be able to keep up its work, it is necessary to constantly attract new people to start paragliding. As one tool in its communication, the Swiss Hang-gliding Federation charged the Paragliding Swiss League with the task of training and organizing a national cadre. This national team is very successful and its good results frequently cause coverage in the media. This bachelor thesis evaluates the monetary value of the media presence and puts it into relation to the opinions of internal and external experts, young pilots and the athletes. The value lies in the fact that it provides the Paragliding Swiss League proof of the direct relationship of its work, the success of the League-pilots and the media resonance.

Abstract: The problems in the insurance sector for supporting health trips as well as demographic and social changes have led to an increase in wellness businesses. The change from using a spa for Kur purposes to using a spa for simple relaxation by the general public has changed the way providers view their visitors. They no longer see them as patients but tend to view them as guests and this has intensified market competition. The number of visitors to spas fluctuates as less people visit them in summer than in winter. The reason is that temperatures in summer are higher and people can find their rest and relaxation in other activities. A spa offers service products and these have to fulfil the needs and expectations of the consumers. There are many analyses on the health tourism sector and its consumers, but these do not focus on consumer behaviour in the summer months. It needs to be made clear that an analysis of the consumer behaviour in the summer is required and this thesis is meant to highlight this. The literature review gives an overview of the topic and is followed by qualitative interviews with 23 guests at the Tamina Therme and a small benchmarking study. Based on these findings some recommendations have been proposed for the Tamina Therme.

Abstract: In Andermatt, an established tourism destination, a new resort is being constructed under the lead of Andermatt Swiss Alps AG. The resort, positioned in the luxury segment, is aimed at attracting a totally different customer segment compared to the destination. Consequently, distinctive branding strategies are required. Since branding in tourism has only recently been recognised as a marketing tool, there is still a lack of theoretical and empirical background regarding resort branding. The overall objective of this thesis is to develop a specific branding strategy for the resort Andermatt Swiss Alps, by taking the destination brand Andermatt into consideration. Therefore, the brands of the future resort and the destination are investigated. For this purpose, all major subjects of destination branding are exposed in a literature review. The focus lies on brand identity and brand image, which are the main components of destination branding, together with brand positioning. Apart from the literature review empirical research is conducted in the form of qualitative expert interviews on brand identity, and of a survey on brand image among a convenient sample of 101 respondents. Results out of the research and of an additional case study finally allow for recommendations on branding strategies to Andermatt Swiss Alps.

Abstract: Heli-tourism with its various appearances such as heli-skiing or scenic flights causes conflicts between the many stakeholders of tourism destinations. The dilemma is found within the different perspectives of how to enjoy nature and within the aim of seeking the balance between conservation and visitation. Based on these controversial discussions about helicopter tourism in mountain areas, it is the aim of the thesis to elaborate if leisure-driven helicopter flights have impacts on the attractiveness of UNESCO World Heritage Sites. A special focus is laid on the UNESCO Swiss Alps Jungfrau-Aletsch region from the tourist’s perspective. What do tourists perceive as attractive in the named region? Do they think helicopter flights have impact on the attractiveness of the UNESCO area or should the flights be limited? These are key questions to answer the research question. Based on the literature review, the conducted on street survey in Grindelwald, Lauterbrunnen and the Lötschental provides necessary information in order to get an impression of the tourists’ perception and demand of helicopter flights.

Abstract: The wellness and especially the thermal spa market is characterised by high competition and stagnating customer frequency. Furthermore, the expectations of the customers regarding quality, hygiene and variety of products and services are increasing continuously. Therefore, it is essential for a successful thermal spa to understand the dynamics of the market and the performance of its competitors. As a result, the paper aims in a first step to provide a comprehensive literature review regarding the health and wellness industry with a detailed focus on thermal spas. Additionally, the literature review highlights the importance of benchmarking in a competitive market. In a second step the performances of different thermal spas in Alpine regions are evaluated and compared in order to assess the benchmark within the separate areas. Ultimately, it is the goal of this Bachelor thesis to develop the most crucial success factors for thermal spas in Alpine regions and to give sustainable recommendations for the Tamina Therme AG how to strengthen their business against the competition in the market.

Abstract: While literature outlines a strong link between economic growth and poverty reduction, tourism’s contribution to stimulate economic growth has been widely acclaimed. Tourism development is increasingly seen as a panacea for peripheral regions lacking opportunities and suffering from rural poverty. Kazbegi, a mountainous region in the north of Georgia is struggling with the consequences of the Soviet Unions’ collapse and wants to offer tourism in order to improve the local livelihood. This Individual Bachelor Thesis investigates in analysing tourism development approaches in the context of poverty alleviation and special attention is paid to sustainable tourism development. In addition to the literature review, qualitative interviews with representatives of the local community of Kazbegi, tourism experts and pro-poor tourism experts, mainly conducted during a trip to Georgia/Kazbegi, help to establish a sustainable tourism development master plan for Kazbegi. Finally, an action plan including recommendations for different stakeholders of Kazbegi is deducted from the findings.

Abstract: Zürich’s intact nature is a crucial asset for Zürich Tourism’s market portfolio. The upcoming trend of authenticity requires professional investigation of the marketing approach in order to market nature-based experiences successfully on an international scale. This Bachelor thesis consists of an introduction, a theoretical section, a conceptualization of the marketing approach and finally, an empirical section, in which stakeholder interviews are analysed. Although research about urban tourism, tourist experiences and authenticity exists, little is known about nature-based experiences close to an urban area. Therefore, the objective of this research paper was to find out which target market is attracted by which natural attractions and how it should be marketed internationally. In order to answer these questions, nine stakeholder interviews were conducted with the objective to reveal their opinions, expectations and concerns. Furthermore, secondary data was analysed in order to reveal the nature of the target groups, the suitability of existing natural attractions and implications for the marketing approach. In summary, this paper provides a marketing concept which is supported by statements of the different stakeholders.

Abstract: Existing literature about strategic management of tourism destinations predominantly deals with detailed approaches and methods for the development of strategies. Attempts at a solution for the implementation of change management, however, have so far hardly been explored. This Bachelor thesis highlights this new approach for the European Alpine tourism industry, focusing on change on the destination level. To this end, the destination is seen as an enterprise, as several aspects of a contemporarily managed destination are congruent with those of a company. Moreover, a brief overview of regional networks is provided. Their significance in gaining competitive advantage has long been overlooked. Finally, critical success factors of destination management organizations have been identified. The empirical part encompasses a snapshot of structural development in tourism in the canton of Grisons and the analysis of the two destination management organizations Davos-Klosters and Engadin-St. Moritz. Successful elements have been extracted, which can help when making propositions for future Alpine. DMO (Destination Marketing Organization) formations. Furthermore, experts in the field of change management, destination management and interconnected businesses were interviewed; these underpin the empirical part of this paper.

Abstract: The canton of Grisons is a touristic region with a large number of well-known restaurants and domestic producers of exclusive, local and numerous biological comestibles. In spite of this, neither the canton nor its capital Chur have had, until now, a trade fair focusing on food and beverages. Based on this awareness, research was done to estimate the potential for a new platform for the food scene in the Grisons. The first part of the research is purely theoretical, considering the noteworthy tools within the project and event management, describing the different departments of an event organisation team. This is followed by the practical development of a new trade fair concept. To this end, existing competition was considered, moreover the location Chur and the Expo Chur AG were evaluated, resulting in an estimate of success probability for such an event. The last part comprises the concept development of a «F&B Messe Chur» and a procedure plan for the company Expo Chur AG, showing how the event could be realised.

Abstract: This paper gives a general overview of the Swiss language travel market and the situation of the international company EF Education First. Special emphasis lies on potential customers aged between 25 and 35 years living in the German-speaking part of Switzerland. In a first step, this age cohort was analysed in order to assess their travel expectations and booking behaviour for language travels to English-speaking countries. Literature review and internal booking data from EF Education AG in Zürich helped to characterise the target audience more clearly. To support this secondary research with recent information, an online survey was conducted with customer contacts of EF Education AG. Based on these findings, possible marketing channels and activities were evaluated. The most suitable and promising measures were finalized in a marketing concept with the goal to enhance bookings from the target group. Finally, general marketing recommendations to increase the awareness of EF Education First were proposed to the principal.

Abstract: Day tourism is still known to be overshadowed by overnight stay tourism. However, in the highly competitive tourism industry, day tourism is becoming more and more important. Further, for different reasons, tourism around Lake Constance is mostly focused on the German lakeside. Nevertheless, this fact can have great potential for day tourism to St.Gallen. The overall scope of this Bachelor thesis is to make recommendations for St.Gallen about how to attract more day-trip visitors from the lakeside. The thesis consists of three main chapters. Firstly, the theoretical part discusses the topic of day-trip visitors and attraction management in order to assess visitors’ behaviour and aspects of city attractiveness. Secondly, in an empirical part, face-to-face visitor surveys were conducted so as to evaluate how St.Gallen is perceived by its visitors and by non-visitors interviewed in Friedrichshafen, Constance and Zurich. In addition, expert interviews in two well-known day tourism destinations were held, in order to make the case of St.Gallen comparable and to obtain insights for final suggestions. Finally, this paper combines theoretical issues with practical findings in order to make recommendations for St.Gallen.

Abstract: The fast development of information communication technologies and the introduction of the Internet have changed the way consumers buy products or services. Analysing the newly implemented e-ticketing system at the Zoo Zürich is therefore vital. This bachelor thesis includes a theoretical section, discussing contemporary literature to the topic, an evaluation of e-ticketing systems at comparable leisure companies, an analysing part of the existing e-ticketing system at the Zoo Zürich, and finally a conclusion and recommendation part. Although e-ticketing already exists for more than 15 years, only limited literature is available concerning leisure industry examples, even less for Zoos. Hence, one objective of this research paper was to analyse satisfaction of customers using e-ticketing at the Zoo Zürich and to detect improvement opportunities. To indentify this, an online and an on-site survey have been developed and 148 questionnaires were collected. Findings of the evaluation of comparable leisure companies and this research have then been used to derive recommendations for the Zoo Zürich. In summary, this thesis complements the existing knowledge about e-ticketing at leisure institutions and generates implications for future development at the Zoo Zürich.

Abstract: Mountain biking has evolved fast in recent years and Swiss Cycling is aware of this fact. This Bachelor thesis deals with individual trend disciplines of the mountain bike industry, the socalled Gravity disciplines, and their touristic potential. Furthermore, the future role of Swiss Cycling in terms of mountain biking is examined. The theoretical part consists of a market demand analysis, a stakeholder analysis and finally, trends in tourism and sports are discussed. The empirical part includes the findings of a survey which was conducted during the Swiss Mountain Bike Championship in Chur in 2009. Secondly, experts in the field of the mountain bike industry discuss the service and infrastructure requirements of the Gravity scene and the evaluation of touristic potential. Additionally, concepts are formulated about the tasks of Swiss Cycling, how best to integrate the mountain bike sport in the organization and how to attract new members to the sport. The findings then provide recommendations for tourism destinations and Swiss Cycling with individual concepts.

Abstract: The Swiss tourism industry largely depends on external factors in order to be economically successful. However, only very little has been done in the area of early warning. Therefore, it happens quite often that the industry is insufficiently prepared for trends that might have an effect on turnover. This Bachelor thesis introduces an early warning system designed for the Swiss tourism industry. The system will be able to show major long-term trends and give recommendations on how to deal with them. The aim of the feasibility study is to find out how much effort is involved and what the benefits of such a system would be. Furthermore, it examines whether or not there is a demand for such a warning in the industry. In order to estimate this, 17 interviews were conducted, in which experts from different sub-industries were questioned. At the end of the thesis, a realistic approach on how to proceed with this earlywarning system is presented and also other alternatives are suggested, including what further steps can be taken. Thanks to this paper, Switzerland Tourism will be able to decide whether or not to develop such a system.

Abstract: China’s economic expansion and its impact on the world is a widely discussed topic nowadays. Ever since the reform period, China’s influence on the world economy and on international affairs has increased rapidly. The number of Chinese tourists travelling abroad has increased tremendously in the last decade and is anticipated to expand further with unbelievable speed. This Bachelor thesis comprises an introduction, a literature review outlining theoretical aspects and cultural backgrounds and an empirical section. Finally, there is a conclusion with recommendations. The first objective of the thesis is to investigate the opportunities and threats of the Chinese economic expansion from the Swiss perspective. For this reason, qualitative interviews were carried out with Swiss and Chinese experts in order to compare the opinions of experts from different cultural backgrounds. Furthermore, the thesis examines to what extent the Swiss tourism and leisure industry needs to adapt to the upcoming situation. Three quantitative online-surveys with important touristic service providers in Switzerland, namely cable cars, tourist offices and hotels, were conducted in order to answer this issue.

Abstract: The liberalisation of the international airline market has led to a steady increase of civil air traffic in the last decades and augmented competition in the entire aviation business. Therefore, the role of airports, whose aim it is to fulfil the existing wish of mobility by society through most efficient operations, is exposed to new challenges. Living in a system where a choice between different airports for passengers has become reality, airports have to position themselves in order to maintain and attract new customers. The catchment area of Zurich Airport stands in the centre of this thesis, at the same time looking at alternative departure regions, where potential passengers could be encouraged to choose Zurich as a point of reference. The aim of this paper is to analyse where potential for enhancement lies compared to the competition. In a benchmark analysis and qualitative in-depth interviews with experts of the airline and travel industry, statements are extracted, from which different models can be derived, by which more passengers from remote catchment areas can be attracted.

Abstract: International expansion presents many challenges and considerations for any organization. These challenges are particularly prevalent for the service sector, such as those found in the field of hospitality. Can the strategies and the corporate culture that made the business successful in the first place be the same as those that can achieve similar results in new terrain? To answer this question, this Bachelor thesis takes into consideration the aspects a company must consider before it decides to grow through global expansion. The Cube Hotels Group has had success within the confines of Austria and Switzerland and is now considering opening new locations abroad. An investigation into the thriving aspects of this unique type of niche hotel exposes the concept of a destination for young-at-heart, active holidays-makers. In addition, the factors that the hospitality industry must pay heed to when expanding abroad are elaborated in an in-depth study. Hence, the thesis shows how the Cube Hotels Group can expand internationally by adapting the successful elements of the Group's strategies and corporate culture to new business environments.

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

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

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

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

Abstract: The Hotel Schweizerhof is a leading 4-star hotel in Lenzerheide with 80% of its customers being Swiss. The purpose of this thesis is to identify new geographical markets for the hotel. The theoretical part is about wellness tourism and its diversity, and the presentation of hotel Schweizerhof, the destination Lenzerheide and the canton Grison. Out of the literature critical success factors are determined for analyzing particular potential geographical markets. The second part contains a comparison of hotels in similar destinations and their current geographical markets and the analysis of the various geographical markets on the basis of the critical success factors. The findings of the analyses present the most appropriate geographical market. The conclusion highlights the potentials of the final market and outlines strategies to attract this market. Furthermore, recommendations for the Hotel Schweizerhof are suggested.

Abstract: Today, rural areas are suffering from various problems, such as insufficient infrastructure and migration of the younger generation to the towns. For some of these areas, the manifold forms of rural tourism could be a solution. However, it is not a panacea and not suitable for all nonurban regions. The Emmental, a rural region in the canton of Berne, was analysed in detail and found to be suitable for rural tourism. However, beautiful scenery is not enough to attract tourists. Furthermore, the number of passsengers transported by the railway company BLS AG in this region needs to be increased in order for it to become sustainable. This Bachelor thesis gives an overview of the region by investigating its strengths and weaknesses as well as the opportunities it has to offer and the threats which tourism could pose. Further, a social network analysis with various tourism stakeholders from the region gives detailed information about how they are interlinked. Moreover, this work illustrates the relationship between the tourism stakeholders and the BLS AG as well as the perception of the transport company in the region. Out of these findings, some new products for the railway company have been created, which aim at making the Emmental area more attractive for visitors.

Abstract: The Tropic House Frutigen opened for business in November 2009. The operators have certain expectations and perceptions. However, the expectations and perceptions of visitors and the positive impact on the region of Frutigen, Adelboden and Kandersteg generated by these visitors, have yet to be analysed. The main focus of this work is to investigate the expectations and the perceptions of the visitors to The Tropic House and to find out where they correspond with and where they differentiate from those of the operators. This Bachelor thesis consists of an introductory part, a theoretical chapter and a main part, examining the results of a survey conducted using two questionnaires. One questionnaire was distributed to the visitors before their visit in order to collect expectation data. The second one was collected after the visit in order to gather data about their perception, together with information in relation to their expenses outside The Tropic House in order to calculate the added value to the region. The main target of this work is to propose suggestions to close the gaps identified between the expectations and perceptions of the visitors, which in turn will improve what the Tropic House Frutigen has to offer.

Abstract: The market entrance of low cost carriers has led to deregulation in the airline industry. Air fares have decreased and more people can now afford to fly. in particular, the industry registers an increase of price-sensitive passengers, so-called Budget Leisure Travellers. Therefore, a profound understanding of this customer segment is essential for full service carriers. This Bachelor thesis highlights travel and buying behaviour of the Low Budget Traveller and investigates service propositions that create additional value for this price-sensitive customer segment. What is more, it assesses the willingness to pay for selected service elements and analyses the findings together with experts from different organisational units of Swiss International Air Lines. Although various literature about segmentation approaches of Low cost and full service carriers exists, little research has been done on Low Budget Travellers. The main objective of this work is to fill this gap. The literature review is supplemented by a passenger survey with 275 SWISS and 105 low cost carrier passengers, a case study and expert interviews. Finally, recommendations for SWISS are deduced from the findings.

Abstract: In recent years, sport, as a substantial element of our global every day culture, has increased greatly in significance within most societies. Its simplicity, emotional and global characteristics are thought to play an important role in developing personal and social competences. Considering present social challenges, the following question gains importance: How can sport unfold the full potential of the individual and society? The first goal is to find the answers in the one-day event called KidsX in Heiden. The second is to find criteria which have sustainable effects on a social, economic and environmental level. The third will be to explain the differences between CSR, Sustainable Event Management and Charity. To identify relevant criteria, a literature review will be made and qualitative research using expert interviews will be done. Besides the theoretical parts and an analysis of the existing KidsX concept, the author will give recommendations for future KidsX events. Finally, a new CSR model for KidsX will be developed.

Abstract: Global changes are taking on ever bigger dimensions. In the seventies, a new lifestyle was initiated – The Lifestyle of Health and Sustainability. The people subscribing to this lifestyle care a lot about the ecologically friendly production of the products that they consume. The followers of this lifestyle have become one of many groups with considerable purchasing power. This means that industry needs to provide products and services in line with this trend; largely, this is already being done. Recycling comprises a large part of this Bachelor thesis, as the life cycle and the recyclability of a product has a strong impact on the environment. In outdoor industries, this green trend has been strongly pursued. This thesis focuses on polyester for outdoor jackets, which are already 100% recyclable. Some outdoor companies have already proposed a recycling program, but the offer is not used regularly by owners of discarded outdoor jackets. This was a matter for analysis through a survey with 185 participants. This thesis is about the reason for disuse and the willingness to participate in a recycling program, as well as the readiness to purchase recycled products from the perspective of the outdoor customer.

Abstract: The FIFA World Cup 2010 took place in South Africa. It is the first time that an African country has hosted the FIFA World Cup. Logically, a lot of hopes were created through the successful bid. But what will remain of it in the rural areas of South Africa? This Bachelor thesis focuses on the sustainability of products implemented for the FIFA World Cup in the Northern Cape – the main question is to find out whether the products are sustainable or not. To answer this question, this Bachelor thesis, which is built up around a case study, consists of a literature part, in which the most important books and articles about sustainability, tourism in rural areas and product development are discussed. Moreover, a sustainability analysis and interviews with very well-known experts (Richard Butler, C. Michael Hall etc.) will complete the case study. In summary, this paper researches the sustainability of products implemented for a megaevent in a rural environment and defines possible mistakes which are made.