Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Since the demand for year-round activities in mountain regions is steadily increasing, the need to focus on the development of Alpine summer offers is essential for the future. Moreover, there is great potential for further growth in Switzerland’s current Alpine summer tourism industry, which is far from being exhausted. This Bachelor thesis deals with the current situation of Alpine summer tourism and its potential for the future, based on the example of Arosa. Furthermore, this research paper illustrates the introduction and development of all-inclusive offers in Alpine regions. Hence, a closer look will be taken at the most successful competitors within the all-inclusive market in Grisons as well as in Austria. Additionally, upcoming trends and development opportunities in the field of all-inclusive offers and alpine summer tourism will be looked at. Finally, this thesis will give suggestions for conceivable product expansion in Arosa.

Abstract: In the service industry, and therefore also in tourism, quality is evaluated by the customer. For this reason, perceived service quality represents an essential indicator for the business success. Furthermore, the tourism market is characterized by a high degree of competition. This was reason enough for Eitzinger Sport- und Aktiv-Ferien GmbH to test the organization’s quality management. This Bachelor thesis is divided into several sections and starts with an introduction. Secondly, existing literature in the field of quality management is analyzed closely in order to devise questions for the interview questionnaire. This enabled the compilation of qualitative data for part three. Expert interviews were conducted with three employees in managerial positions at Eitzinger Sport- und Aktiv-Ferien GmbH. Based on this data, the company’s quality management system is illustrated. In order to integrate customer perception in the quality audit, existing customer survey data, compiled by the company, is further analyzed in part three of the thesis. Finally, recommendations concerning the future development of the organization’s quality management are given.

Abstract: The purpose of this thesis was to conduct a market analysis for the «Milestone» tourism prize. Regular market analysis is needed in order to remain competitive in the dynamic world of tourism awards in Switzerland. To restrict the broad term market analysis, special research focus was put on the brand awareness level, the positioning and image of the «Milestone» as well as its sustainability. The research done gave insight into the added value for the «Milestone» winners as well as USPs that could improve the competitive advantage of the «Milestone». In order to measure the competitiveness of the «Milestone», a benchmarking analysis was conducted. In a second step an evaluation of sustainability research, including surveys and expert interviews was undertaken. The results of the benchmark analysis and the evaluation of sustainability resulted in a summarizing SWOT analysis which presented the main findings of the research conducted. The weaknesses and opportunities from the SWOT analysis finally helped to elaborate recommendations for the «Milestone» and its future.

Abstract: Since 2000, every three years from May until November, the sculpture exhibition «Triennale der Skulptur» Bad Ragartz has taken place in Bad Ragaz. There is neither an entrance fee nor are there any opening hours because the sculptures are spread out all over the village and can be viewed freely day and night. This Bachelor thesis analyses the question whether art can add value to a destination, using the example of the sculpture exhibition Bad Ragartz. After an introduction in chapter one, the literature review in chapter two contains added-value analyses of cultural events in different places. In the following chapter, an overview of Bad Ragartz and an analysis of the current situation as well as the potential of the sculpture exhibition is presented. Owners of hotels, restaurants, cafés, shops, the community, the organisers and the tourism organisation were interviewed to give insight into the matter. The findings are summed up in a SWOT analysis to determine models for the development of the sculpture exhibition. in addition to the question whether the sculpture exhibition adds value to Bad Ragaz, there are also suggestions for improvement, and a critical discussion is developed in this thesis.

Abstract: The goal of this Bachelor thesis is to analyze the potential of the prospective resort in Andermatt for the RhB. Furthermore, it makes suggestions how to generate added value and attract additional clients for the RhB from the Andermatt Swiss Alpine region. An obstacle within this context is that the RhB is not directly connected with Andermatt but only through the premium product Glacier Express, which is managed together with the Matterhorn Gotthard Bahn. Firstly, the target group of the new resort was examined and also what Andermatt has to offer. To estimate the economic potential for the RhB, expert interviews were conducted and a potential analysis made. In the analysis, a list of criteria was evaluated and adapted to the situation. Through this, the author found out how a particular offer could meet the needs and wants of guests to the resort. Finally, the opportunities and limitations of various offers were researched and some product ideas proposed that would be popular with the guests as well as the RhB.

Abstract: The goal of this Bachelor thesis is to analyze the potential of the prospective resort in Andermatt for the RhB. Furthermore, it makes suggestions how to generate added value and attract additional clients for the RhB from the Andermatt Swiss Alpine region. An obstacle within this context is that the RhB is not directly connected with Andermatt but only through the premium product Glacier Express, which is managed together with the Matterhorn Gotthard Bahn. Firstly, the target group of the new resort was examined and also what Andermatt has to offer. To estimate the economic potential for the RhB, expert interviews were conducted and a potential analysis made. In the analysis, a list of criteria was evaluated and adapted to the situation. Through this, the author found out how a particular offer could meet the needs and wants of guests to the resort. Finally, the opportunities and limitations of various offers were researched and some product ideas proposed that would be popular with the guests as well as the RhB.

Abstract: Due to the internet and the increase of suppliers in the market of board sport travel providers, it is necessary for a company to expose itself in order to find a unique economic position. As an established board sport travel agency, Sudden Rush GmbH has had no clear strategy concerning its communicational activities, so far. Even if the company puts effort into its existing communications instruments, they are not aligned strategically. The aim of this Bachelor thesis was therefore to set up a successful communications concept for Sudden Rush GmbH. First, the initial situation of the company was analysed in order to find out about market conditions and the current perception of stakeholders. These findings clarified the problem and, together with the future vision of the company, which was identified in an internally organised workshop, served as basis for developing a communications strategy. Based on this strategy, essential elements of the communications concept, such as goals, target group and messages, were defined. As a result, recommendations for the implementation of the concept with concrete measures with which the company could reach its targets were presented.

Abstract: Changing interests and worldwide trends cause an increasing number of destinations to try to position themselves in cultural tourism. A development, which, of course, has led to fierce competition. It is becoming more and more important to offer guests unique experiences and to expand services constantly. St. Gallen-Bodensee, a region with a UNESCO World Cultural Heritage and an attractive natural scenery, is assumed to have a promising future in cultural tourism. This Bachelor thesis examines the potential of cultural tourism in the region of St. Gallen-Bodensee. The work is structured in three main parts. Firstly, central aspects of cultural tourism such as typologies of cultural tourists, trends, marketing and strategies are outlined. In the second part, a SWOT analysis of St. Gallen-Bodensee as a destination for cultural tourism is made. The contributions for conducting this analysis were made with the help of in-depth interviews with nine experts. Based on the findings of literature research and interviews, recommendations for St. Gallen-Bodensee Tourism on how to tap the identified potential are revealed.

Abstract: While the destination Arosa is well known for lots of sunshine, fresh Alpine air and guaranteed snow, it also has to deal with economic problems. A profound understanding of success factors for a destination was therefore essential. The main goal was to find out what economic challenges hotels in Arosa are facing and how the destination has developed over the years. This Bachelor thesis consists of a careful analysis of statistical data focusing on the number of overnight stays and the number of hotels. One objective of the research was to find out how the hotel industry has changed and why the number of hotels has decreased. Additionally, the impact of the accessibility and the location of Arosa were examined in depth. The famous hotel Eden in Arosa was chosen for a financial analysis. Finally, the results of the destination Arosa were compared with the findings of the Hotel Eden. In conclusion, this paper gives an overview of the destination Arosa with regard to the development of the hotel industry and gives recommendations for the future development of the Hotel Eden.

Abstract: Foreigners are becoming more and more important for Liechtenstein due to increasing immigration numbers and their importance for Liechtenstein’s economy. Therefore, a profound understanding of the thoughts, needs, values and beliefs of foreign and local citizens is essential for professional and successful integration. This Bachelor thesis consists of an introductory part, a theoretical section and an analysis of leisure activities which can be used successfully in integration work. Literature about integration in general and about foreigners in Liechtenstein does exist, but none about integration through leisure activities. Hence, one objective of this paper was to find out which activities are both popular and helpful for integration. In order to determine this, a questionnaire was devised for foreigners and local citizens. Also leisure clubs were contacted to investigate their situation with foreigners. Furthermore, expert interviews were conducted in order to obtain a professional view about the integration issue. To sum up, this thesis summarizes the present situation in Liechtenstein, giving comparative examples, and finally helps to further integrate foreigners successfully.

Abstract: The right kind of promotion and a good communications strategy towards target groups is essential for every organization. The Congress Center Basel, which offers the largest congress space in Switzerland, is no exception. Its method of communication needs to be improved in order to become more efficient. As a result, it is necessary to develop a suitable new media strategy. This Bachelor thesis supports the Congress Center Basel in the successful utilization of their media handling and tries to optimize their communication channels. The aim is to develop a media strategy for a more efficient way to reach the target group and media coverage. The thesis is structured in four main parts. First of all, the theory about communication, media types and media strategies is defined. Secondly, the Congress Center Basel and its current situation are described. Afterwards, qualitative research obtained through conducting expert interviews is done and the results compared with theoretical findings from literature. Finally, these results are adapted to the Congress Center Basel and a suitable media strategy is recommended.

Abstract: The aim of this Bachelor thesis is to find out what potential health tourism has in Zurich and how this potential could be used. The thesis consists of an introductory part which comprises the research problem, the research scope, the research strategy and the structure of the thesis. In the literature review chapter, a delimitation of the term health tourism can be found. Moreover a benchmark analysis with best practice of national and international competitors of Zurich is made and the existing offers in Zurich are presented. In the empirical part, the analytical method used for the thesis is explained. The findings of various expert interviews, conducted with representatives of hospitals, hotels and health tourism organisations are listed in the results and discussion chapter. Next, recommendations for Zurich tourism are made and lastly, to summarise it, a final conclusion can be found.

Abstract: The amount of money Swiss companies invest in sponsorship is increasing. Large enterprises have enhanced their professionalism in this sector over the last years immensely since the power of this marketing tool to reach customers was discovered. The question is, can small and middle-sized companies with a smaller communications budget benefit from sponsorship activities as well? The case of Beach Mountain, founded in 1985, is an example of a Swiss skate, snowboard and surf shop. Due to increased competition over the last decade, it aims to use its advertising budget more efficiently. The aim of this thesis is to identify key factors for a successful sponsorship concept and to improve the current process. In the first part, existing literature about sponsorships was investigated in order to present a general theoretical framework. In a next step, the Beach Mountain Company and its internal processes were analysed to detect current issues. Finally, expert interviews were conducted to gain more knowledge about the special case of small and middle-sized companies as sponsors as well as the current sponsoring situation in the Swiss skate and snowboard scene. All in all, it can be said that the aim of the paper is to build a bridge between the existing theoretical framework of sponsorships and the case of the Beach Mountain company as a small and middle-sized enterprise.

Abstract: In times of airport privatization in India, Bengaluru International Airport Ltd. (BIAL) as the first to undergo this process, is supported with a knowledge transfer by Zurich Airport Ltd. Since BIAL’s start of operations in 2008, both shareholders aspire high Airport Service Quality (ASQ) which requires permanent improvement. The objective of this research is hence to identify the critical success factors of performance management that allows BIAL to improve its results in the quarterly conducted ASQ survey. Structurally, this Bachelor thesis consists of an introductory part and further an overview of the relevant science in the literature analysis, including the main cultural differences between Switzerland and India. Later on, a qualitative study in the form of 14 expert interviews, described in the research methodology part, was conducted. The chapter results consist of the data analysis and the success factors revealed through this analysis which contribute to well-functioning performance management. How those factors can be implemented under consideration of cross-cultural differences is presented in several specific recommendations that form the conclusion of this thesis.

Abstract: Environmental resources are core ingredients for the tourism industry and background elements for the production of tourism experience. Consequently, a region’s competitiveness is highly dependent on the protection of the ecological integrity of these features. Although the interdependency of tourism and environment is obvious, nature is still seen as a public commodity without any market price. This Bachelor thesis aims to find a way to make tourists contribute to the maintenance of the landscape. More specifically, an appropriate green tourism tax model for the region of Glarus is to be developed. The paper consists of three main parts: introductory part, theoretical part, and practical part. In the practical part, existing tourism taxation models with environmental aspects as well as alternative taxation models have been analyzed according to five assessment criteria. As a result, an ideal green tax model for canton Glarus has been conceptualized. In a final step, the model that was developed was discussed in a Focus Group Interview with the aim to adapt it professionally. In summary, the overall aim of this thesis was to assess existing green tourism tax models giving best practice for an ideal model for canton Glarus.

Abstract: The Swiss Tourism industry today is still characterized by highly fragmented structures due to a long standing tourism culture within the country. Parallel to this and with increasing competition, customer acquisition and retention have gained in value. Since, however, such customer strategies often depend on a professional relationship management system, many tourist destinations have decided to merge and thus profit from synergies and split costs in order to stay competitive. This Bachelor thesis consists of an introductory part, a literature research section and a section about the research of two-case studies, which subsequently give comparative insights. Due to a broad range of inconsistent customer acquisition and retention strategies found in literature, the conclusion was made to implement a situational based strategy. Respecting this fact, the main objective of this thesis in a first step is to illustrate the strategic possibilities within customer acquisition and retention in the case of Seelisberg Tourism. In a later step and based on the second case study, it is shown that cooperation with other regional partners at this level is logical. Conclusively, as a result of this stuy, recommendations about suitable strategies are given.

Abstract: International travel is expected to grow within the next years. An increasing number of people want to discover new parts of the world, where travel was not possible a few years ago. An example of such a country is Armenia, a former Soviet country situated in the Caucasus. Tourists have started to experience the beauty as well as the rich cultural heritage of Armenia. The aim of this Bachelor thesis is to develop a marketing strategy to promote Armenia as a travel destination in Switzerland. This should lead to full airplanes on the direct flights Zurich-Yerevan-Zurich, operated by the Armenian airline Armavia Aircompany with its Swiss general sales agency, AirPass Services Switzerland AG. The thesis consists of three main parts. The methodology outlines the research method which was chosen, namely expert interviews. It is followed by theoretical background about marketing planning, in which several approaches by different authors are discussed. The findings of this chapter lead to the application of marketing planning, which starts with an in-depth situation review. With the outcome of the analysis as a basis, the strategy formulation with its main part «development of a marketing mix» is undertaken.

Abstract: Since Kuoni implemented its Corporate Social Responsibility (CSR) strategy, it has striven to accomplish a positive contribution to sustainable development. An important aspect is to make customers aware of sustainable issues. Together with the help of the tourism service chain, this Bachelor thesis examines where and how sustainable aspects can be integrated in customer communications. The paper is structured in four main parts. Firstly, the literature review gives insight into sustainable tourism development and the role of CSR associated with stakeholder collaboration. The tourism service chain as well as sustainable marketing and communications complete this part. Secondly, the current situation of Kuoni and its CSR is analysed. In the third part, surveys and interviews with Kuoni customers were conducted in order to investigate two holiday trips. Finally, the practical findings and the theoretical approach are compared in order to answer the research question.

Abstract: Although the role of complaints as an important part of customer relationship management is indisputable, little study has been done on the contribution of complaint management to quality improvement. On the other hand, quality with respect to tourism is now receiving increasing attention. This is also true in the case of Ticino Turismo, which is considering the implementation of a common complaints management for its destination. The purpose of this Bachelor thesis is to investigate to what extent the common management of complaints can help to improve the quality of a tourism destination. With this in mind, Ticino’s tourism environment was analyzed with special regards to complaint management by interviewing 13 experts. In addition to a broader understanding of the theoretical relations, the thesis makes recommendations for the principal.

Abstract: In the catchment area of Grisons there is a comparatively large number of organisers of openair musical theatres. With increasing competition, actors have to distinguish themselves from their competitors in order to achieve competitive advantage. The Schlossoper Haldenstein has to meet this challenge in order to remain competitive. The aim of this Bachelor thesis is to evaluate how regional open-air musical theatres differentiate from each other, what potential strategic success factors exist in that specific field of business and how important they are for establishing competitive advantage. By applying a benchmark analysis in conjunction with expert interviews, strategic success factors of the Schlossoper Haldenstein will be identified, which will be the basis for a detailed SWOT analysis. According to the findings from the SWOT analysis, appropriate strategic options for the Schlossoper Haldenstein are developed.

Abstract: In the catchment area of Grisons there is a comparatively large number of organisers of openair musical theatres. With increasing competition, actors have to distinguish themselves from their competitors in order to achieve competitive advantage. The Schlossoper Haldenstein has to meet this challenge in order to remain competitive. The aim of this Bachelor thesis is to evaluate how regional open-air musical theatres differentiate from each other, what potential strategic success factors exist in that specific field of business and how important they are for establishing competitive advantage. By applying a benchmark analysis in conjunction with expert interviews, strategic success factors of the Schlossoper Haldenstein will be identified, which will be the basis for a detailed SWOT analysis. According to the findings from the SWOT analysis, appropriate strategic options for the Schlossoper Haldenstein are developed.

Abstract: The Open Air Lumnezia is the largest open air music festival in canton Grisons. It is performed by the Association Open Air Lumnezia, and the tasks required for the delivery of the festival are performed by fairly experienced, but semi-professional persons. This means that there is a need for the development of a clearly written concept. This Bachelor thesis consists of two parts. First, a theoretical part including a short introduction is written to elucidate the crucial basics as well as models and techniques related to event management. Secondly, the theory illustrated is applied to establish a suitable concept and action plan for the festival to assure further success. Besides the analysis of literature and databases, a benchmark study on open air festivals in Switzerland was conducted to gather additional information regarding the approaches used by individual organizers. Moreover, expert interviews were conducted in order to evaluate the present situation of the festival and further assess the fields in which innovation is needed. To sum up, this thesis designs an event management concept which is perfectly customized to the needs of the successful planning and realization of the Open Air Lumnezia.

Abstract: Every destination which attracts a large amount of tourists experiences both positive and negative effects. Improved economic well-being versus increase in prices for living and real estate; different cultures bringing life into a small village versus local annoyance resulting from overcrowded public transport, streets, restaurants, bars; preservation of cultural sites and historical monuments versus overall pollution caused by over-consumption, wastage and traffic – these are only some examples of the challenges every destination should be aware of and be prepared to deal with. The author of this Bachelor thesis analyses the situation in the ‘Top 5’ Alpine destinations most popular among Russians, with a special focus on St. Moritz. In order to do this, interviews with experts from relevant fields, and questionnaires with stakeholders from each destination were conducted in order to find out the answer to the question: «Weighing the positive and negative impact of Russian tourism – is this trend in general a help or a problem for the future success of Alpine destinations?»

Abstract: Continuously changing and evolving markets define the global economy, where the customer of today might already be a different one tomorrow. Inevitably, change demands adaptation and has caused the marketing industry to take creative and innovative measures in order to keep up with the ongoing changes. One of these measures is marketing cooperations, which in recent years have enjoyed increasing popularity amongst more and more companies. This Bachelor thesis consists of an introduction, a theoretical approach and a practical framework about marketing cooperations and analyses the cause behind the increasing establishment with respect to the objectives pursued, the chances created and the crucial factors which are influential. In the empirical section, an example of a marketing cooperation is introduced and the findings of the theoretical part are applied. In general, this paper aims to provide the reader with profound knowledge about marketing cooperations in combination with a practical viewpoint.

Abstract: Employee satisfaction is crucial for every company. Especially when employees are in close contact with clients it is essential to know if they are satisfied. There are many theories which exist about employee satisfaction but not specifically for the travel industry. The first part of this Bachelor thesis explains the theory and in a next step the analytical part including expert interviews One problem was to find the appropriate way to measure employee satisfaction in the travel industry. There are various models and methods which can be used for the measuring process but not all of them are useful. The expert interviews conducted for this research paper are very informative and show how sensitive the topic is. The conclusion of this thesis explains which aspects have to be respected in order to conduct a representative survey in the travel industry and furthermore how crucial it is to conduct such surveys as they are a chance for improvement for a company.

Abstract: The impact caused by human activities to the natural environment has led to a range of problems. The outdoor industry is highly dependent on an intact natural environment. Therefore, the outdoor industry in particular is concerned with measures which reduce a negative environmental impact on their activities. This Bachelor thesis consists of an introductory part, in which the aim and the research strategy are outlined. The literature review represents the main part of the thesis. A holistic view on the suitability of the Life Cycle Assessment (LCA) methodology is followed by an insight into the outdoor industry and its environmental developments. The aim of the thesis is to provide an overview of the measures undertaken by the outdoor industry to reduce its environmental footprint. Furthermore, there is an investigation, on the basis of a case study, how significantly consumers contribute to overall emissions attributable to the outdoor industry with their behaviour. The results indicate the suitability of the LCA methodology within the outdoor industry, where in the industry environmental improvements have already been made and where future improvements should be addressed.

Abstract: Consumers today are faced with information overload. The number of brands has dramatically increased during the past years. At the same time, the capacity and willingness of consumers to absorb and process information has decreased. The importance of strong brands has become a central theme in marketing and sales. This Bachelor thesis analyses the identity, image and level of awareness of the destination brands Schruns-Tschagguns and Montafon. Important questions are how the brands Schruns-Tschagguns and Montafon are perceived by people in target markets and how well-known the brands are in comparison with each other. To be able to answer these questions, an online survey was conducted. Additionally, the image brand managers have of Schruns-Tschagguns and Montafon was evaluated by conducting interviews. To summarise, the content of this papers reflects the range of perceptions of the two brands both from an inside as well as from an outside perspective.

Abstract: Tourism has seen a long history in the Lake Lucerne region and is still of great significance today. As consumer behavior is changing, the tourism industry is developing. Tourist requirements and expectations are increasingly higher and ever more sophisticated. Information technologies have become daily routine. As a result, unique locations are no longer enough to attract visitors. New, flexible and better products are needed. Within the area of audio entertainment, the wireless GPS tour entertainment system TriggerPOINT is one new option which presents tourism providers in mobile surroundings, such as ships or trains, these much needed opportunities. The aim of this Bachelor thesis is to investigate the overall interest of tourism providers in introducing a TriggerPOINT audio tour in the Lake Lucerne region and give recommendations to Audiotours GmbH accordingly. This work is firstly based on existing literature concerning tourism market trends, the attractions of the region of Lake Lucerne and the audio guide market. Secondly, a total of seven expert interviews provide primary findings. Finally, the recommendations suggesting potential cooperation partners, attractions and the general handling process round off this thesis.

Abstract: Globalisation and changing consumer needs have led to important changes within the tourism industry. In order to promote sustainable and competitive destination development, traditional tourism structures need to be reorganised. This Bachelor thesis deals with the challenges and opportunities for the Braunwald-Klausenpass Tourismus AG (BKT AG) within possible new destination management organisation (DMO) structures in Canton Glarus. The paper comprises an introductory part followed by a literature review, analysing existing literature about destination management. Secondly, the paper presents the holiday region Braunwald-Klausenpass and the company BKT AG, followed by a SWOT analysis. Furthermore, the tourism structures in Canton Glarus are analysed before possible future organisational structures are presented. Based on the first two parts, possible strategies are discussed as to how the BKT AG could fit in best into new DMO structures. Finally, recommendations for the future development of the BKT AG are given.

Abstract: The Roger Federer Foundation is a charity foundation, which was founded in 2004 by the tennis player, Roger Federer. At the end of the year 2010, the foundation will hold its very first charity event. The aim of the event is to raise money for social projects supported by the Roger Federer Foundation. This Bachelor thesis presents the ideas of the Roger Federer Foundation and gives valuable input for the design and planning of the event. In addition, it provides an overview of the charity event market, its industry players and how event management is ideally implemented in practice. A vital part of this paper consists of the elaboration of a communication and pricing concept for the charity event. Last but not least, recommendations for successful implementation are given and potential success factors for the event are outlined. The results of this paper are obtained through an extensive literature review, expert interviews and a market analysis in the field of event management.

Abstract: The European Capital of Culture event 2009 was hosted in Vilnius, the capital of Lithuania. The concept of the European Capital of Culture, which is today one of the most renowned and prestigious cultural events in Europe, developed 25 years ago from the ideas of cultural exchange and bringing Europe closer together into a valuable marketing tool and an instrument which could accelerate cultural, social and economical development of the host city and country. However, little research has been done to ascertain what impact such an event might have. Moreover, how it affected tourism in the host city and country has hardly been subject to investigation. This Bachelor thesis focuses on the impact and influences in Vilnius and Lithuania caused by the European Capital of Culture from a tourism point of view. In a first step, an overview of relevant literature available is provided, followed by a benchmark analysis, including former host cities. Expert interviews were conducted in Vilnius among individuals from the tourism industry, the national and local government and the organisation committee of the event in order to evaluate the impact from various perspectives.

Abstract: Customer satisfaction has become increasingly important in the last years. Nowadays, companies focus on customer satisfaction as it is related to customer retention, customer loyalty as well as company profitability. The company Sattel-Hochstuckli AG, a recreational area in central Switzerland, has not put great effort into the topic of customer satisfaction so far. Therefore, a profound analysis of the status quo of customer satisfaction is essential in order to make improvements in the future. This Bachelor thesis contains four different parts. Firstly, essential theory regarding customer satisfaction was reviewed. In a next step, customer surveys for the winter and summer were developed. This was followed by the conduction of the summer surveys with 420 guests. The data gained was statistically analysed and recommendations for improvement concluded. This thesis provides Sattel-Hochstuckli AG with essential information about the satisfaction of their customers. From these findings, Sattel-Hochstuckli AG will be able to recognize where improvement and change is needed in order to remain competitive in the future.

Abstract: Consumer behaviour has changed during the last years and campsite tourism faded from the spotlight for a short period. Today outdoor fans have rediscovered camping with its many outdoor activities and increasing standards. Campsite Mittagspitze opened its doors at the right time, when camping tourism was booming. However, the needs of the guests are different today than they used to be. For this reason, Campsite Mittagspitze realized that a different infrastructure should be implemented, as well as new offers created. Therefore guests at the campsite were asked about their needs, and expert statements were included in order to find out general trends in camping tourism. Constructed on the historical background of non-hotel accommodation, to which campsites belong, this work is about campsite tourism and its development over the years. As a framework, non-hotel accommodation is covered and this Bachelor thesis shows where the trend of this sector lies in the future.

Abstract: Integrated resorts offer a complete range of vacation services to their customers. All services in the resort, including accommodation, amenities and dining are provided by the resort owner or by appointed contractual managers, such as large hotel chains. The resort amenities program represents the revenue positions of a resort operator. In order to maximize revenue, this amenity program constantly needs to be optimized. One possible approach, which has not been researched yet, is to implement a yield management system. The main goal of this Bachelor thesis is to verify which segments of a resort could be managed with dynamic pricing methods and to what extent. In order to give a valid statement in this matter, both disciplines, resort management and yield management, are covered with literature research and, in the second part, a yield management applicability model is used to test each revenue generating amenity of a resort for the applicability of yield management. As a test sample, the large scale resort Andermatt Swiss Alps, which is currently under construction, was chosen. The test results provide implications for the further development of the operation strategy of the resort, the amenities program and hotel management contracts.

Abstract: During the last decade, traditional network carriers have been challenged by the rapid growth and rising market share of low-cost carriers. Especially on short-haul routes, network carriers have been forced to alter their strategies in order to remain competitive. Therefore it is vital for airlines to gain knowledge about the needs and preferences of their customers in order not to lose them. By understanding how passengers decide between different flight carriers, airlines are able to customize their product and thus make it more attractive. In order to ascertain passenger characteristics and flight preferences, a survey at Zurich Airport was conducted with both low-cost and SWISS passengers. The questionnaire contains a choice question according to the choice-based-conjoint-analysis with which it is possible to detect the partworths of certain airline attributes. The first part of the paper is dedicated to existing literature and theory about customer value in air transport, passenger choice behaviour and airline pricing models. This is followed by an empirical part as well as an analysis and discussion of the results obtained.

Abstract: A sound financing and sponsoring concept is crucial for festivals of any kind. World music festivals have to rely on financial partners in particular, as the financing of the concept with ticketing is problematic. Hence, the development of reliable and long- lasting partnership with sponsors and financiers is a main pillar for the success of world music festivals. This requires a systematic approach to deal with the uncertainty and complexity of financing and sponsoring. In the last decades, academic research in this field has become popular and therefore the know-how of both sides of the partnership has increased. However, in literature no guidelines exist which take the specific issues of world music festivals into account. This study evaluates important factors in the field of financing and sponsoring of world music festivals. In a first step, a theoretical discussion is outlined. Afterwards, two case studies on world music festivals in Switzerland are presented. Finally, a benchmarking and best-practices concept provides recommendations for festivals. As a result, this study provides a strategic approach for financing and sponsoring concepts of world music festivals.

Abstract: Swedish students are a market segment with restricted economy but with flexibility regarding time. Lion Alpin is seeking to attract more students, preferably groups, during weeks 2-6 in the low season. A better understanding of students as consumers will help Lion Alpin to become more successful. This Bachelor thesis consists of an introduction, a theoretical part, and also an analysis of the travel behavior of Swedish students. There is plenty of literature about tourism consumer behavior in general, but little research has been done with regard to Swedish students as tourists. Therefore, one of the main objectives of this paper was to investigate travel and consumer behavior among Swedish students. An expert interview was conducted and a survey for students created to find this out. The interview was conducted with a former customer of Lion Alpin and the questionnaires were collected from Swedish students all over the country. Later on, the empirical data was compared to the theory in order to detect differences and similarities. In the final part, this report supports some of the existing knowledge and gives recommendations how Lion Alpin can attract more students.

Abstract: The main focus of this Bachelor thesis is to analyze the potential and constraints of an additional hotel in Safien. Safien is a remote village in the Grisons, specialized in nature-based tourism. The main questions are what the commitment of the population is regarding an additional hotel and what such a hotel could look like with respect to organization, infrastructure and additional services. A final question is what additional added value could be generated. The thesis is structured on the two main pillars, hotel and tourism. To answer the above questions, three different analyses were made. Firstly, in-depth interviews with the local population were conducted in order to find out their commitment and give suggestions for a possible organizational form. Secondly, different hotel concepts were analyzed and compared in order to find out what kind of infrastructure was required. The third analysis concerned the added value for the village; the net value added for the village without a hotel was compared to the net value with a hotel. The results led to suggestions for the planned project.

Abstract: Tourism is affected by constant development of new attractions and infrastructure. The motives are to strengthen the attractivity of a destination, the utilisation of a special value or to ensure the long-term existence of a company. With the idea of a chairlift at the Sollegg, all three aspects are affected. On the one hand, the Skilift Sollegg AG, which operates a skilift there, wants to ensure its continuity and on the other hand, Appenzellerland Tourismus AI aims at creating a new product which would increase the attractiveness of the village Appenzell as a tourism destination. Both companies propose to exploit the value of the Alpstein, which represents one of the most important places to visit in the Appenzellerland. This Bachelor thesis aims to show possible financing methods, as well as approaches for feasibility studies towards tourism infrastructure. Beside a literature review, the research contains expert interviews, in which the requirements and expectations of key stakeholders and possible pitfalls are examined in order to improve the likelihood of success of the project. Finally, all aspects are applied to the feasibility study for a chairlift at the Sollegg.

Abstract: Guests travelling from Russia have grown to be a very attractive visitor segment for the Hotel Park Hyatt Zurich over the years. Great growth potential and spending nature of these customers can be identified as two main reasons for this interest. It has, however, become very difficult to understand the online behaviour of this group and to identify their preferences when booking a hotel. The author of this Bachelor thesis was given the assignment to analyse these issues and to identify what the optimal distribution channels for reaching these clients are and whether they book directly or by means of intermediaries. In order to do this, a great deal of research was done on the subject of distribution channels, overview of the tourism industry and on the issue of cultural differences between Switzerland and Russia. Furthermore, several interviews with experts from the tourism industry in Moscow were conducted and the needs of Russian tourists analysed by obtaining an independent overview of the tourism organizations in Moscow. This paper gives an impression of the tourism industry in Russia and proposes best ways to distribute its services to Park Hyatt Zurich.

Abstract: In 2012, the Titlis Rotair is planning to open a new resort village called «Titlis Resort». The aim of this Bachelor thesis is to assist the management of Titlis Rotair in identifying new service packages for target client groups and to evaluate models for cooperation with external partners. The thesis comprises an introductory chapter, in which the research is explained, a literature review section which deals with the theory of new business models in tourism, case studies and the theory of service packages and an analytical part, which evaluates cooperation models of other appropriate mountain railway companies and hotels. In conclusion, this thesis compares literature available with the results of the analytical data based on an online survey to establish whether service packages can be recommended and which business model is most efficient.

Abstract: A small company such as The Golf Butler is faced with two main challenges in order to survive on the market; one, growing competition within the golf travel industry, secondly, the customer who is more experienced than ever and therefore harder to please. The main goal of a company is to launch customised and innovative products or services which convince customers to buy them. The aim of this Bachelor thesis is to determine a specific market strategy and to develop services and packages for golf travel in potential destinations. A professional understanding of the golf market is essential and therefore an analysis of the golf industry, its trends and competitors were analysed within the theoretical part of the thesis. In order to gain profound insight and practical knowledge, in-depth interviews were conducted. Moreover, an online survey with 320 responses was collected to find out about the specific requirements and needs of golf travellers as well as their desired destinations. Finally, the theory and empirical data derived from the survey and expert interviews were interlinked in order to make recommendations for the future. In brief, this study provides specific ideas and expands The Golf Butler's range of products.

Abstract: With the growth and development of the Internet, online marketing has become very important for the tourism industry. However, to implement online marketing in a small-sized enterprise with limited resources, it is essential to understand the online market place and the most important tools of online marketing. This paper is divided into an introductory part, a literature review and an analysis, including online marketing in practice and a market analysis. Even though existing literature covers a vast amount of online marketing strategies, the objective of this Bachelor thesis was to develop an online marketing concept suitable for a small-sized barge charter operator in Amsterdam. By carrying out a comparative case study, a market analysis and a competitor benchmark, the practical approach in the industry as well as the potential of online marketing for a small-sized company was analyzed. Another aspect, which was mainly observed in a literature review, was the impact online marketing has on a company’s marketing strategy and marketing mix. The findings of the literature and empirical research built the basis for the finally developed online marketing concept.

Abstract: The UNESCO World Heritage sites are of major importance for the tourism industry since they benefit from worldwide awareness and contribute to the cultural diversity of Switzerland. Nowadays, more and more destinations have recognized that these sites represent a huge potential for attracting visitors and therefore add value to the region. However, in order to do this successfully, it is necessary to establish the necessary infrastructure and touristic offers in order to satisfy touristic needs. This Bachelor thesis aims to elaborate new ways of merchandising the World Heritage sites in Switzerland successfully. The current situation of national and international label usage, its potential, and the benefits for service providers will be analyzed. The thesis is divided into three main parts: Firstly, a theoretical part in which existing literature and the present situation are analyzed, secondly, an empirical part, in which the methodological procedure is outlined and case studies of two different World Heritage sites are presented as well as interviews conducted with experts from different industries. Finally, the knowledge gained will be transferred into recommendations how to fully use the given potential of this strong label in order to create sustainable and qualitative tourism.

Abstract: The meeting industry, including meetings, incentives, conferences and events, has grown steadily in the last years. The number of companies entering the market is increasing and also competition among Convention Bureaus (CVBs) is becoming harsher. Therefore, an effective marketing and sales strategy is essential. Although sufficient research on the meeting industry has been conducted, literature on effective marketing concepts for congress destinations is rare. The aim of this Bachelor thesis is to develop an appropriate marketing and sales concept for Convention Bureaus of Swiss cities with focus on attracting international congresses. In a second step, this ideal concept is adapted and tailored to the destination Bern. To this end, different trends and challenges facing the industry, as well as innovative aspects of marketing concepts are identified by conducting expert interviews. Finally, Bern as a congress destination is analysed and compared to three other cities on a cantonal (Interlaken), on a national (Zurich) and on an international (Graz) basis. From the theoretical part and the benchmark analysis, recommendations and proposals for the destination Bern are made, which define the outcome of this thesis.

Abstract: The airline business is highly competitive and the pressure on costs as well as increased service expectations of premium travelers has been rising continuously. In 2006, SWISS decided to introduce Kaizen (a Japanese term meaning "improvement") and the lean management principles to counteract the very tense market situation. Since 2006, more than 130 Kaizen workshops have taken place in almost every department of the company. Workshops have become the main part of the Kaizen activities, supported by marketing campaigns such as posters, intranet pages and road shows. To evaluate the success of past activities and especially the workshops, a questionnaire was sent to recent workshop participants. Based on the results of the questionnaire, interviews with Kaizen experts were conducted to obtain profound knowledge of the situation. The main goal of this Bachelor thesis is to give recommendations for further developments of Kaizen within SWISS, based on previous findings and a literature review. It can be said that regardless of whether considering the survey and interviews or not, it is essential to see Kaizen as a long-term strategy, which requires the full commitment of its top management. Only this ensures the successful establishment of the Kaizen philosophy within the corporate culture of SWISS.

Abstract: Initiated by IOC President Jacques Rogge, the IOC members approved the project «Youth Olympic Games» in 2007. The target group are young athletes between 14 and 18 years of age, and its aim is to make young people enthusiastic about participating in sport and taking on the Olympic values. The first summer games will take place this August in Singapore. The first winter Youth Olympic Games will be hosted in 2012 in Innsbruck. A group of initiators aim to bring the winter Youth Olympic Games of 2020 to Lucerne. This paper consists of three main parts: The literature review which forms the basis for the thesis, followed by a methodology section. The third part is dedicated to the identification and discussion of critical success factors regarding the three main topics – sports, culture and education program, and cooperations. Sports and the culture and education program are two themes of the candidature file. Cooperations are not a theme of the candidature file itself even though they were integrated because of their influence on the whole event. The critical success factors were established through expert interviews. Finally, the thesis should have a supportive function for the development of the candidature.

Abstract: The ISCD would like to revive the rich tradition of speed skating in Davos by constructing an artificial ice rink. In this Bachelor thesis, the added value which could be generated for the club and the city due to the operating of the rink will be examined. In particular, the potential economy and image effects resulting from training camps and international professional competitions are of interest. After a brief introduction into the world of speed skating, the thesis starts with a literature study which presents evaluation tools and methods for measuring added value within a region as well as tangible and intangible effects. Although many value studies have been made in the field of sport, very little data on speed skating is currently available. Ensuing parts of the paper are the methodological explanations of the research which was done, consisting mainly of a questionnaire to the associations affiliated to the International Speed Skating Union (ISU) and two expert interviews with the management of the Davos Destination-Organisation (DDO) and the ISU speed director, followed by an analysis of the research, which, in the final chapter of this thesis, is brought together to assess the expected real case effects.

Abstract: Being healthy and active has become a major concern of today’s society, and wellness is one of its key terms. Health tourism is booming and it promises competitive advantages for those who manage to jump onto the bandwagon. The city of Meran had a glorious period of healthcure tourism around 1900, when the rich and noble visited the destination for its curative climate, but this brand faded over the decades. The leading question of this Bachelor thesis is to discover how these two circumstances can be brought together purposefully, so that the holiday region Meraner Land can position itself successfully in the health tourism market. After an introduction into current literature, the paper focuses on five pillars: A STEEP analysis focuses on the impact of surrounding spheres, the product analysis reveals existing healthrelated products and services in the Meraner Land, the most salient stakeholders in tourism and health were interviewed in face-to-face meetings, tourists of the Meraner Land were asked via internet survey about their expectations and a benchmark analysis sheds light on other health destination strategies. These five pillars lead to a catalogue of measures and recommendations for a successful positioning strategy in health tourism.

Abstract: This Bachelor thesis is concerned with innovative customer relationship management (CRM).The goal is to improve customer acquisition and customer development of Vögele Reisen, a Swiss direct selling tour operator. As they have faced increasing acquisition problems and increased competition in last years, there is a need to improve their CRM. Currently, the company does not have a clear CRM strategy nor has it established effective activities or tools. Therefore they are looking for new tools and approaches in order to improve customer acquisition and development. The thesis concentrates on customer value management and segmentation issues as well as campaign management in order to foster effective customer acquisition and development. Data management is a further key issue, covering data collection and data mining subjects. Beside literature and case study results from successfully established CRM approaches, interviews with experts from different industries have been conducted. The interviews cover all above-mentioned subjects and provide concrete data and practical approaches. Finally, secondary data and interview results are linked together, leading to generating a theory which forms a basis for recommendations.

Abstract: The plans for the Freizeit- und Sportarena Adelboden were made after the closure of the public ice-sport venue in Adelboden. As ice-sport enjoys a long tradition in Adelboden, initiators from the sport clubs supported a new training venue. Later, public voting clearly decided in favour of the realisation and the opening is planned to take place at the end of December 2010. Funding was realised through the main support of the municipality and from the tourism organisation. Due to a large amount of voluntary work and limited financial resources, no detailed marketing concept has been established so far. This was therefore an ideal basis for my Bachelor thesis. The thesis consists of an introduction, a theoretical part, a benchmark analysis of similar icesport venues, expert interviews and finally the application of a marketing and a sponsoring concept. The objective of this thesis is to generate a marketing concept that complies to the overall purpose and goals identified in this thesis. The interviews provide relevant information about the different expectations of the stakeholders. In summary, the concept proposal aims to satisfy all stakeholders and builds the basis for the following sponsorship suggestion.

Abstract: The village of Appenzell has a wide range of hotels in the middle-class segment; however, there is a lack of cheap accommodation. As this niche needs to be filled, the aim of this Bachelor thesis is to analyse the feasibility of a youth hostel in Appenzell. The hostel is planned as a substitute for the present youth accommodation with its big dormitories. In the first part, the theoretical structure of a feasibility study is shown, which is used in the main part accordingly to support the case of a youth hostel in Appenzell. This part includes a general description of the market, where also other possible accommodation types are discussed, apart from the Swiss Youth Hostels, followed by an analysis of demand, competitors and supply and an evaluation of the project location. Based on these analyses, a concept will be developed and subsequently a profitability prognosis is made for the planned project. The summarising assessment constitutes the end of the feasibility study. Finally, it should become clear for Appenzell what they need to do and who could be a possible sponsor for this accommodation project.

Abstract: Leisure and business travellers still represent the main customer segments in the hospitality industry. Nevertheless, many hospitality companies have started to target special market segments to make sure that their occupancy rate remains at a consistent level. One of these special market segments is the so-called «Foreign Individual Travellers» (FIT), which signify an important trend within the individual travel segment. The key objectives of this Bachelor thesis are to investigate the nature of FITs and to figure out how the Swiss Youth Hostels can best reach this new segment. The first part of this paper deals with the identification of exisiting and potential FIT markets, as well as with the characteristics of FITs. In the second part, different sales concepts are presented, which target the FIT segment. Moreover, travel intermediaries are brought into focus regarding their function as distribution channels. In this case, they play a crucial role, since they can facilitate the Swiss Youth Hostels to reach the FIT segment efficiently. Finally, recommendations are given concerning further steps in terms of potential cooperation and sales objectives.

Abstract: Tschiertschen as part of the Schanfigg valley intends to adapt their product range. Therefore, they want to provide an additional touristic product. Mainly, daily visitors from several target audiences are aimed to be attracted with the construction of an experience path. The Bachelor thesis processes the steps of a communication concept from the analysis of Tschiertschen’s initial situation to the performance review of the communicative measures. Principally, the experience path operators are provided with an overview of the possibilities in communication. Moreover, the thesis highlights the financial expenditures. Event though, the expenditures might be in excess of the budget, the provided information serve as basis to become aware of what financial resources are needed to market the product properly. Finally, several suggestions for the implementation of the path from planning, financing, designing, to the construction and the sustainable use are given. Therefore, best practice experience paths were analysed and responsible managers in Switzerland and Austria interviewed. Additionally, data has been gathered from interviews with local businesses, the general manager, several visitors and guests of Tschiertschen.

Abstract: The Internet has become an important platform – not only for private purposes but also for commercial goals. More and more people are in possession of up-to-date appliances and in this way can gain easy access to the Internet; also worldwide E-Commerce usage is growing. Offering products online seems promising business but besides the financial component, other factors come into effect. As a producer of a well-known brand, Mammut would like to have its products on offer for online shoppers as well as on display in shops. The consequences of selling products directly and not exclusively via retail are not foreseeable yet. Even though there is a lot of literature about intermediaries expanding online, not so much is known about what manufacturers can expect by taking such a move. In order to understand what Mammut’s needs really are, internal interviews were carried out and information gathered about problems arising with business partners in such situations. The goal is to develop strategies of how endusers can be approached more directly while keeping friction with dealers low – so as to carry on steady business with them. However, it is not intended to judge whether E-Commerce will be remunerative.

Abstract: Timesharing is one of the fastest growing industries in international tourism. Sharing holiday real estate and, in doing so, reducing the purchasing price and ongoing expenses for consumers is not a new phenomenon: Hapimag implemented the idea of timesharing in 1963. However, the potential this alternative funding brings with it is far from exhausted. In Switzerland in particular, the funding of tourism infrastructure through borrowed capital has proved to be increasingly difficult. Often, traditional financial institutions shy away from the prospects of high investments and low returns. Timeshare models could be a genuine alternative to close the budget gap in the tourism industry. In today’s timesharing market, the variety of different models is almost commensurate with the number of providers available on the market. This Bachelor thesis thus aims at providing an overview which compares different models of timesharing and explains their potential from the perspective of various stakeholders, such as the consumer, the developer, or the local community.

Abstract: How is a tourist able to evaluate a hotel, in which he has never been before? Some do rely on word to mouth, some do consult special interest websites and some do bear on newspaper articles. In addition to these sources there is the star rating system, which is commonly used as measure for rating hotels worldwide. To get these stars is simple: the more a hotel can offer its guest, the more stars it will likely get. The Swiss hotel association Hotelleriesuisse is rating Swiss hotels and a survey performed by order of them in 2008, showed that hotel guests would rate hotels by other factors than the already 30-year-old standard. One of the findings was, that a comfortable and high qualitative bed would be most important to the hotel guest. The objective of the thesis therefore was to reflect the actual situation concerning bed quality in Swiss hotels. This has been made through the review of literature and interviews. Additionally a survey was developed and questionnaires from business and leisure guests have been collected and evaluated. With the data gathered, the author then developed a bed concept for hotels together with his principal. This concept will hopefully be implemented successfully in the near future.

Abstract: The city of Winterthur possesses several museums that hold extraordinary collections of international renown. Yet the number of visitors is rather low and leisure tourism in general plays a minor role. Following refurbishment of two very important museums Winterthur Tourism has decided to use the occasion of their reopenings to launch a marketing campaign in the cultural sector with the goal to attract more tourists. This bachelor thesis should support the organization in its future plans. The aim is to develop a strategic marketing plan for Winterthur Tourism with the main focus on communication. The thesis is divided into three main parts: A profound analysis of the initial situation, the elaboration of a reasonable strategy and the presentation of implementation guidelines/controlling measures. The core of the thesis is the analysis of the role the tourism organization should play and the elaboration of reasonable communication tools that are regarded as most useful to successfully promote the museums in Winterthur.

Abstract: Innovative projects such as resorts or new ropeways are of economic importance to an alpine tourist destination. Nevertheless, several alpine tourism projects have been dismissed within the last couple of months. One difficulty seems to be controversial interests of how to use the land the projects are planned to be built on. Innovation versus tradition, economic utilisation versus protection. How is a project manager supposed to negotiate with the stakeholders when facing conflicting interests? This bachelor thesis presents a concept for successful negotiation in alpine tourism projects. The concept is based on two methods. Firstly, literature review of the latest negotiation theories enabled the drawing up of a theoretic negotiation model. Secondly, expert interviews investigate negotiation behaviour in five successful and five unsuccessful projects. To name a few, projects like the Andermatt Resort, the ropeway connection Arosa-Lenzerheide or the resort Radons in Savognin are presented. In addition to the concept, negotiation success and failure factors are derived. Overall, this thesis provides support for moving from ad-hoc to strategic negotiation efforts in alpine tourism projects.

Abstract: Today customer satisfaction is one of the most important issues to stay successful in business. To know the driving factors and motivations of guests’ visits as well as their satisfaction with the attractions is therefore a key element of success for a national park visitor centre. Due to that fact the aim of this thesis is to provide a qualitative analysis of the guests in the new national park visitor centre. More precisely to find out guests’ motives for the visit, their satisfaction about the centre itself and its attractions as well as socio-demographic variables about the visitors. In brief this thesis consists out of a theoretical part, which contains a literature review that analyses environmental influences on national park tourism as well as its economical benefits. The second part of the thesis describes the research design and illustrates the results of 99 guided interviews which were made with guests in the visitor centre in Zernez between March and May 2009. Finally in the third part of the thesis, conclusions as well as recommendations for future improvement are disclosed.

Abstract: Today, many operas and classical music concerts are facing the problem of the obsolescence of their customers. The average age is still increasing. This fact also impacts the Opera and Classical Music Tours, which are a product of ACS-Reisen AG. With this exclusive tours the ACS-Reisen AG acts in a niche market which could in future also be threatened by this demographical change. The goal of this thesis is to find an approach or a method to tap the full existing market potential, which means to attract also customers of a younger segment to opera and classical music tours. This thesis consists of three parts. Firstly, a theoretical part in which the existing literature and recent studies of the target markets Switzerland, Germany and Austria are analysed and compared. Secondly, an empirical part, in which the methodological approach is described and the author interprets the 720 questionnaires in which existing and former customers of ACSReisen AG are interviewed. In a last part, the findings are presented and discussed and recommendations for future changes or products are made by the author.

Abstract: The freestyle.ch is Europe’s biggest annual freestyle sports event in Zurich with around 40’000 visitors. To enable the realization of such an event, companies need to be found which are willing to sponsor the event. In the course of the current economic crisis, event organizers find it increasingly difficult on the one hand to acquire potential sponsors and on the other hand to commit them in the long term. The aim of this paper is to analyze the freestyle.ch as a sponsorship platform and develop a sponsorship strategy for the freestyle.ch. The theoretical approach outlines findings of sponsorship of sports events out of existing literature. The empirical research comprises an analysis of the sponsorship concept of freestyle.ch, an analysis of the sponsorship activities of current and former sponsors as well as an analysis of the environment, including competitors and future sponsorship trends. The information has been gathered from secondary data as well as from qualitative expert interviews. Based on the findings, suggestions for improvements for a new sponsorship strategy have been developed.

Abstract: The Timeshare industry is one of the fastest growing sectors of the international hospitality industry. The Swiss corporation Hapimag, the external principal of this bachelor thesis, was one of the first developers within this field. The aim of this thesis was to find out how many Timeshare resort in the Mediterranean region exist, which are not run by a major developer. Furthermore, recommendations should be given how Hapimag could transform such resorts into its system. The thesis was subdivided into four major parts. The first part, a system description, aimed to give a clear understanding of the Timesharing market. The second part focused on the market situation in Spain and especially on the Canary Islands. At this, 138 existing Timesharing resorts have been assessed regarding their fit into the Hapimag resort portfolio. Two suitable resorts have been chosen and analysed in detail. The third part aimed to analyse the competitive environment of Hapimag. Within the last part recommendations have been provided on how the transformation could proceed.

Abstract: Opposed to the international growth of tourism, alpine destinations in Grison face decreasing overnight stays and shrinking profits. Due to the fragmented tourism structures in Grison, the destinations are in a suboptimal position to deal with the increased competition. Countermeasures are urgently needed. Therefore, this thesis sets out to examine the holidayregion Lenzerheide in order to outline a notion of an ideal destination management. The thesis is divided in a theoretical and a practical part. First of all, the relevant theory about destination management is elucidated. Secondly, the destination Lenzerheide is described and potential fields for improvements are revealed. In order to provide practical suggestions, the next section illustrates the tourism structures of four destinations including their restructuring process. According to expert interviews with the compared destinations, valuable opinions and experiences from practice could be gathered and compared with the theory. Finally, these findings are adapted and transferred to the destination Lenzerheide and thus recommendations for a competitive destination structure are pointed out.

Abstract: In today’s competitive environment more and more enterprises cooperate to reach competitive advantages. Non-motorised traffic is unique in Switzerland as no other country has such a dense network. Therefore, it is essential to provide touristic products which include bidirectional public transport. The goal of this individual bachelor thesis is to find new ways to strengthen the cooperation between SBB, Thurbo and Ostschweiz Tourism. The paper is structured in three main parts. The first part consists of a profound research on secondary data. This is followed by a situation analysis that allows evaluating the relationship between SBB, Thurbo and Ostschweiz Tourism. The research analysis is based on eleven expert interviews conducted by the author. In addition, a SWOT analysis is realised to outline the strengths, weaknesses, opportunities and threats of the cooperation between SBB, Thurbo and Ostschweiz Tourism. Possible common activities will be discussed in the final part. In summary, the thesis aims to intensify the cooperation between SBB, Thurbo and Ostschweiz Tourism through common activities.

Abstract: Besides the traditional, governmentally initiated funding of public art, the private industry increasingly engages in this field, too. Companies invest in and exhibit public art in their name; entrepreneurial endeavor in public art of such sort serves a direct aim: The corporations intend to profit from the arts’ positive attributes. Public art becomes a marketing tool, enhancing competitive advantages. The thesis surveys the case of SL, Stockholm’s public transport provider. The company’s public art engagement «Art in the Stockholm Metro», a unique underground visual art collection, embellishes the metro environment. SL seeks to increase perceived company value and fulfill its business vision through communicating the art and linking it to its brand. The thesis evaluates the feasibility of this objective and provides suggestions for effective operation with the art. A first part documents the characteristics of public art, art marketing and corporate art engagement in the literature. Next, the thesis examines the organization and «Art in the Stockholm Metro» in detail. Lastly, three interviews with experts and an email survey deliver primary data to verify the hypothesis and locate potential for further success.

Abstract: Guides play a fundamental role in the operation of the Swiss Pavilion. Consequently, they have an essential influence on the success of Presence Switzerland (PRS), the organiser of the Swiss presence at World Exhibitions (Expos). Guides welcome visitors, guide them around and represent Switzerland positively. At the last Expos in Japan 2005 and Spain 2008, various problems arose among the team. As a result, to reduce the chances of problems at future Expos, this bachelor thesis pursues three main objectives: determining the significance of guides in the Swiss Pavilion, finding out the profile of an ideal guide and coming up with suggestions for the handling of guides at future Expos. This paper contains an introduction, a theoretical part, a practical section, results, recommendations and conclusions. Whereas the theoretical part analyses literature, the practical part considers interviews as well as case studies. This bachelor thesis gives PRS a better understanding what a guide is and how important he is for the achievement of the Swiss Pavilion and finally of PRS.

Abstract: City Night Line CNL AG is a Swiss company situated in Zürich and is a 100% daughter subsidiary of the Deutsche Bahn Fernverkehr AG, which have their headquarters in Dortmund. Management and operational tasks are done together and therefore a close working relationship between the two nationalities exists. The assumption exists that possibly cultural differences play a role in misunderstandings and struggling negotiations. The aim of the research is to outline the differences and similarities of both cultures for a better understanding and cooperation in the future. Firstly, literature is investigated and the general cultures are compared. The empirical part of the research is done by interviews with members of both teams. Based on literature and statements obtained in the interviews, a questionnaire is developed and distributed to the employees of both firms. The objective is focused on the societal culture, experienced differences in culture, and perceptions of the other culture. In summary, this report describes both cultures with the aim to reach a better understanding and cooperation in the future.

Abstract: The Glacier Express is an important institution for Swiss tourism and, regarding its high service quality and prime brand, its exemplary for what Switzerland offers to its visitors. Until today, guests travelling in the train have received tourism-related information via head phones. The guest information system offers information about the historical background, the culture and the most important issues of the region they are driving past. The information is provided in six different languages. The two operating companies of the Glacier Express have expanded their markets and now serve a bigger and more global public. To the growing number of visitors, touristic announcements are currently unavailable in their native language. It was my task to work out a solution that allows the operators of the Glacier Express to encounter this unsatisfactory situation in an adequate way. This paper shows new ways to inform foreign train passengers and presents the latest techniques used to meet their informational needs in a user-friendly way. The goal of the suggested solutions for the Glacier Express is to enhance the quality of service to the foreign customer which contributes to an even more enjoyable trip through the Swiss Alps.

Abstract: The successful development in the food or textile branch showed that environmentally friendly and socially bearable produced products are increasingly demanded. The aim of this bachelor thesis is therefore to find out if in tourism there is also a demand for sustainable tourism offers and if this can be a differentiation factor in the tour operating business. Firstly, a literature review is made, focusing primary on the travel buying behaviour and societal changes. Further it consists of a state of research part where contemporary studies about the topic are presented. The empirical section comprises of a qualitative and quantitative research. In the qualitative research four expert interviews were held whereas in the quantitative research a consumer survey was conducted by which 244 consumers were interrogated. The results from both qualitative and quantitative research were consequently compared and contrasted, also taking into consideration the results from previous research studies. Hence, some conclusions were drawn including a section about the integration of sustainable tourism offers in the marketing approach and the requirements for tour operators.

Abstract: Alpine destinations like Brigels are under tremendous pressure. The competition is strong not only on the canton level, but also internationally. Today’s customer can choose between beach holidays in Thailand or hike holidays in Switzerland for almost the same price. Therefore not only national tourism institutions like Switzerland Tourism or cantonal institutions like Graubünden Ferien are challenged, but also the local tourism organisations and even the individual service providers. It is all about providing an exceptional holiday experience and ad value to customers. To do so it is required to create attractive and bookable products. The product management approach seems to be a promising organisation form for destinations in order to meet the expectations on product management issues and positively impact the development of a destination. Therefore product management can be seen as an important strategic destination management task. What product management is, and how it operates on the destination management level, is analysed in this paper. Doing so the author examines if it should be suggested for Brigels to convert into a product management organisation. Furthermore, a product idea for Brigels is developed.

Abstract: The trade fair supplier Olma Messen St.Gallen has two online services in its service portfolio. On the one hand, exhibitors have the option to order all service components for their fair participation over the internet. On the other hand, fair’s visitors have the possibility to purchase their entry ticket online. These services are supplementary options and do not replace ordinary offline services. However, the majority of all customers still favours offline produced and provided services. This limited utilisation of online services is the challenge Olma Messen St.Gallen faces. This bachelor thesis consists of three main parts. Firstly, the literature review covers different topics which provide a guideline through this paper, namely know-how of online customers, communication, and incentive systems. Secondly, the empirical part involves different approaches to receive heterogeneous perspectives about the given problem. To conclude, recommendations for Olma Messen St.Gallen are made to optimise its internal processes, to improve its communication activities, and to implement incentives to attract more potential customers. As a consequence, different approaches are elaborated to increase the utilisation of the online services.

Abstract: A group of institutional investors plans to start a business in the leisure industry: A water park under the current project name «Acquaparco TICINO». It has recently been in a decisive phase concerning its relevance, feasibility and profitability. Although the project has already been subject to a rough validation check, there are still many aspects that need to be clarified and investigated more thoroughly. This thesis will represent an attempt to gain a more elaborate picture of the project in regard to various matters and aims to offer some new aspects and perspectives for the contractor and the project team. In order to do so, the project «Acquaparco TICINO» will be subject to four crucial parts of a feasibility study (site evaluation, competitor analysis, benchmark analysis and a financial forecast) and also by analyzing specialities of the water park industry. The obtained results, which are based on literature and web research, as well as telephonic expert interviews, should offer useful insights concerning the water park’s potential for a profitable, successful realization.

Abstract: The sports medicine of the Schulthess Klinik Zürich, labelled by the Swiss Olympic Medical Center, runs a department for performance diagnostics. The performance center provides mainly services for professional athletes. Since there is capacity for more, the performance center likes to adept if there is a need in the market of leisure sports for its services, and especially for the lactate step test. This bachelor thesis consists of four parts; an introductory part, an explanatory part, where the methodology is illustrated, an analytical part, where the internal and external market of the Schulthess Klinik Zürich is analysed and an applicatory part, where a marketing concept is created. The main target of this thesis was, to ascertain if there is a need for the lactate step test in the field of leisure sports. To figure this out, a quantitative positivistic survey was done. 2000 online-questionnaires were sent to participants of the Züri-LaufCup of which 449 people responded. Furthermore, secondary data was taken into consideration. Based on the results, a concept for the product adjustment was developed and a suitable marketing concept was created.

Abstract: The number of Russian guests visiting Switzerland is increasing, in fact a journey to Switzerland is seen as a matter of considerable prestige for Russians super rich. As a result of this remarkable influx it is no surprise that Russians in Switzerland are generating up to 20 percent more profit compared to other guests. Whilst there have been many studies and noteworthy books about Russian culture and the Russian character, there has conversely been very little research into the Russians expectations of their holidays and business trips to Switzerland. The author of this thesis sets out to figure out possible ideas that could be introduced at the Park Hyatt Zurich to attract increased numbers of Russian guests, in order to benefit from the considerable spending power these guests’ possesses. In the first part a detailed analysis of the literature available is assessed. After that a brief analysis of the current situation concerning Russians guests in Switzerland is carried out. During the empirical part, expert interviews, as well as an exemplary survey among Russian customers visiting Switzerland were conducted in order to gain a better understanding of what these visitors expect of a five star hotel in Switzerland.

Abstract: Authenticity has become a buzz word among tourism professionals. However, why only talking about it? Destination managers of Eastern Switzerland have decided on a product range which bases on the philosophy of authenticity: ‘Echt Ostschweiz’. The aim of this paper is to discuss the term ‘authenticity’ within theory and practice in order to give advice on the use of the claim in connection with tourism products. Accordingly, a list of products should be compiled and made bookable. Furthermore, suggestions on how to connect the product bundle with non motorized traffic should be made. The analytical part of this paper comprises a literature review, a competitor market analysis and a customer market analysis. The theoretical approach is aimed to give insight into the notion of authenticity and provide a definition. The competitor market analysis gives a short overview on existing ‘echt’-labels whereas the customer market analysis discusses different aspects of customer demand by means of desk research and an empirical study. Focus is laid on the German speaking competitor market and the Swiss customer market. This thesis raises new questions and challenges the usefulness of the term authenticity as a marketing claim.

Abstract: Alpine tourism experienced a decline in the last years and is facing several challenges in the future. Alpine areas have to adapt to such challenges, if they wish to remain successful. Especially summer tourism can be seen as an opportunity when facing the expected challenges in future. Services and offers can be copied easily, and therefore a personalized customer relationship is gaining in importance. As an example, the satisfaction of tourists at Schruns-Tschagguns and their unique active park will be measured. For this reason the 'flow concept' was taken into consideration. This bachelor thesis includes an introduction, a theoretical part and an analysis of the tourists in Schuns-Tschagguns. Although various literature about the flow phenomena exist, no research has been done so far in regard to a holiday destination and tourism. This led to the objective to find out if tourists experience a 'flow' while spending time in the active park tent. This 'flow' experience would then have an influence on the customer satisfaction. To sum up, this paper will deepen the knowledge of the tourists spending their holidays in Schruns-Tschagguns, in order be able to adapt the experience.

Abstract: Summer tourism has become of great significance to Graubünden’s tourist economy. The hiking market proved to be an important segment since hiking has been declared to boom. The hiker has changed in profile and features altered needs. Due to this development the new target group of a holiday region has distinct requirements on hiking offers. This thesis aims to evaluate if hiking can be introduced as a product capable of satisfying hikers’ current needs and how this product should be promoted. The paper is made up of five parts. At first the initial position is outlined. The second section provides an insight into destination management and marketing of products. Furthermore, it identifies previous studies on the issue of hiking. The third part constitutes the main work of the thesis as the hiking market is analysed therein. It includes an elaboration of the modern hiker and present hiking products. The requirements on a hiking product are then deduced and quality criteria are defined in section four. Following the recommendations for the introduction of a hiking product different cooperation models for its promotion are put forward in the final part. From section three on empirical results of expert interviews are demonstrated.

Abstract: Everybody talks about it, everybody does it but few measure its impact accurately. Event marketing is a powerful instrument within the communication mix. This is because events create emotions amongst the visitors and therefore are able to deliver a certain message with a larger effect than a normal marketing campaign. Tourism destinations use this instrument not only to attract tourists but also to increase awareness for the destination, to position and brand it. This individual bachelor thesis aims to develop a suitable model to measure the event marketing of Engadin Scuol. It consists mainly of a theoretical, an empirical and a practical part. Firstly, a basis with all the necessary theoretical knowledge about the topic is provided. Afterwards, different measurement models from theory are described. In combination with practical measurement approaches gathered from other tourism destinations an appropriate measurement model for Engadin Scuol will be developed. An analysis of three Engadin Scuol events and their actual measurement will show the gaps to be filled in order to adapt the new model perfectly. To conclude, this thesis provides the instruments and recommendations for a successful event marketing measurement.

Abstract: Gay and lesbian tourism is not a new niche tourism product that was started by some marketing specialist. The first example of tourism that could be understood as specifically gay goes back to the Victorian period in the 19th Century. The reason why gay tourism exists is simple: gay and lesbian people often live in heterosexual milieus; therefore, they are attracted by vacations which give them the opportunity to express their sexual identity openly. Nowadays, this tourism market has become an important economic factor in the tourism industry, and therefore, many companies want to profit in this emerging market. Nevertheless, since social circumstances have changed the last years, it is important to analyse the gay community’s specific needs today. To research this topic, a survey among gay and lesbian people in Switzerland was offered. This Bachelor Thesis aims to demonstrate what gay tourism truly means, how the gay tourism market has developed in the past, and which opportunities and risks it might face in the future. This paper is linked with the Kuoni brand Pink Cloud, the only travel agency in Switzerland that specializes completely in the gay tourism market.

Abstract: AlpTour is a project for the integration of alpine agriculture into the tourism activities of the Säntisbahn who initiated the establishment of the «Naturerlebnispark Schwägalp/Säntis» in the Alpstein region. Concluding from the general to the specific, trends in tourism and alpine tourism are demonstrated. As homeland, origin, nature and realness enjoy a rise in interest, agrotourism and its symbiosis in alpine agrotourism hold a high future potential. According to qualitative secondary data, expert interviews and site visits, a systematic product development is executed by designing an evaluation scheme which judges three proposed alpine agrotourism offers for the Schwägalp. For a smooth handling of the occurring opportunities and threats as well as the difficult dialogue between historic alpine agricultural and tourism actors, a strategic course of action is suggested.

Abstract: The Congress Center Basel strives to constantly meet its customer’s quality expectations. Therefore, the company is engaged in the quality label program of the Swiss Tourism Federation. Since the application for the label number III is connected with introducing an accredited quality management system, they need to know if it is worthwhile for them to do so. Moreover, they want to be aware of the steps to be taken in order to be awarded. Several competitors have been asked by a questionnaire about their experience using a system to manage quality. Hence, arguments for and against the introduction of a system could be collected. The second research issue was treated by analysing the present quality situation of the Congress Center Basel. Trough comparing this actual situation with the target state required when applying for popular quality certifications, it was found out what they have to improve to be awarded later on. In general, this thesis is thought to support the company on its way to enhance its quality level. It gives advice if a quality management system is suitable for them to introduce and which specific one is recommended.

Abstract: Not only since the threat of climate change, the economical crisis or the change of values the Swiss youth is not very active in snow sports anymore and snow sports school camps are vanishing. This thesis deals with the promotion of snow sports in Switzerland. It aims to analyze the present promotion efforts and to come up with concise conclusions and recommendations to improve the current situation. To complete the task it studies several Swiss institutions, their medium- and large-sized promotion programs of skiing, snowboarding and cross-country skiing for the youth aged 5 to 15 years in Switzerland. Benchmark tests with Austria and Germany, which are important competitors within the tourism- and snow sports industry, reveal significant differences. In conclusion, this thesis develops new approaches for a long-acting and sustainable concept for promotion of snow sports in Switzerland. It consists of suggestions for Switzerland in general as well as reactions to particular institutions.

Abstract: During the last years the number of golf players has grown above-average. For the golf clubs to make a go of this opportunity they are under pressure to pursue a clearly defined strategy. This thesis will draw on these latest trends in the golf sport. The aim of this paper is to find out how other clubs deal with the challenges they are facing and what they do in order to satisfy the requirements of the «new» golfer. «Knowing where we are and where to go» should be a key principle of every organization thus also for the golf club Domat/Ems. Yet to present no consistent strategy has been pursued. Hence, a clear and adequate strategy is needed for the golf club to embrace the opportunity awaiting it. This paper contains three main parts. The first elaborates on the theory about golf sport as well as steps of strategic development. It furthermore pinpoints how sport specific strategy development distinguishes itself from general ones. In the second part the research methods of conducting interviews with experts and benchmarking surveys of Swiss golf clubs will be elaborated on. Finally, theory and research are combined and used for drawing up answers and recommendations to lead the golf club into a successful future.

Abstract: When doing business internationally, travelling by airplane is especially valuable for companies in order to emerge on different global markets, to grow and to increase profits. The Airport St. Gallen-Altenrhein operates successfully within the area of business aviation and focuses on being the leader in customer satisfaction. This thesis investigates business jet pilots’ satisfaction, on the one hand, and focuses on the optimization of processes, on the other hand. Research has been conducted with personal- and telephone interviews as well as with selfcompletion questionnaires. Further interviews with ground handlers from the Airport St. Gallen-Altenrhein and from Zurich Airport are ought to complete the overall picture from a customer’s as well as supplier’s point of view. The thesis is based on a theoretical part which discusses the principles of customer satisfaction, its development as well as different measurement methods. Secondly, the Airport St. Gallen-Altenrhein is introduced followed by the analysis of appropriate research methods. Most importantly, research results demonstrate whether pilots are satisfied or not. Furthermore, areas of improvement and the answering of research questions round off the thesis.

Abstract: Recently, the wellness tourism underwent a great boom. There are many different wellness offers which lead to a vast and unclear supply. A professional understanding about the combination of the wellness products is therefore essential for a successful performance. The main objective of this paper is to give the Arosa Kulm & Alpin Spa recommendations on how the wellness packages need to be designed in order to make them more attractive to the guests. To answer this question a guest survey has been carried out in order to investigate the structure, behaviour and needs of the demand side. On the other hand, expert interviews with direct and indirect competitors have been conducted in order to compare the existing wellness offers and to examine the trends on the supply side. On the basis of the existing theoretical knowledge, the hotel description and the gathered empirical data, recommendations are generated in the form of a catalogue of measures. This catalogue also contains the efforts which are required to implement the recommended measures. To sum up, this bachelor thesis gives the Arosa Kulm & Alpin Spa a few guidelines in order to enhance the wellness performance with focus on the wellness packages.

Abstract: Events are one of the fast-growing sectors in the tourism industry. This can also be seen in the city Chur. Chur has various local events of different forms and contents. One of the most important events for the city Chur is the ‘Schlagerparade’. It attracts yearly more than 20’000 visitors and the hotel and gastronomy industry gain record sales. This Individual Bachelor Thesis mainly consists of an introduction, a theoretical part, a methodical part and finally, of the results. The literature for events and their impacts is immense. Therefore, there are several methods to analyze effects evoked by an event. This Individual Bachelor Thesis uses the method of the Spatial Incidence Analysis. This analysis consists of analyzing tangible and intangible effects. The tangible effects are measured by analyzing the financial accounting of the association and by evaluating the expenditures of the visitors. Intangible effects are analyzed by interviews and articles in national print media. In summary, the Spatial Incidence Analysis shows the additional payment flows to the city Chur evoked by the event Schlagerparade 2008.

Abstract: A question that many tourist destinations like the Appenzeller Hinterland are facing, is: how to attract more guests to the destination? The purpose of this thesis is to develop touristy products and leisure facilities for the Appenzeller Hinterland in order to generate more day guests/families for the region. Further, a better allocation of guests/families on the whole region is aspired, rather than only on several products and facilities. This bachelor thesis is mainly structured in three parts. A theoretical part, an analyzing part and product development. The first part gives an insight into the theory of product development. The second part includes broad analyses of the Appenzeller Hinterland namely a side evaluation, a traffic analysis, a tourism & leisure analysis as well as a benchmark analysis. Quantitative expert interviews provide information from the supply side. Out of the findings, a SWOT analysis is created. A qualitative survey conducted in St. Gallen delivers information out of the demand perspective. According to the findings of these analyses, appropriate touristy products and leisure facilities are developed.

Abstract: The leisure industry and thus also zoological gardens are confronted with quite a lot of competition. Consumers can choose between various options of how to spend their leisure time. Therefore, it is of the uttermost importance to analyse existing as well as potential customers, in order to offer adequate and appealing products and thus stay competitive in the long run. A market analysis of the Zoo Zürich showed that, among others, young, childless adults between 20 and 40 years, are not visiting the Zoo Zürich. However, the external contractor of the market analysis recommended the Zoo Zürich to focus on them. In order to find out how to attract this target group, the needs, wants and interests of this customer segment were analysed and elaborated upon. Through empirical research it was found out, why the potential target group is so far not visiting the Zoo Zürich, and what the Zoo Zürich would need to offer in order to attract them. Based on the empirical research recommendations and conclusions are made regarding possible chances to attract the potential target group and how the Zoo Zürich has to act in order to appeal the customers of interest.

Abstract: In summers Eventure GmbH has a high degree of capacity utilisation with its outdoor activities. Contrary to that, winters are only a small part of total business. Therefore, this individual bachelor thesis aims to diminish the seasonal differences through an enhancement of Eventure’s winter business. The first goal is to enhance the winter business by enlarging the winter portfolio of Eventure. Secondly, an increased number of sales is aspired through the implementation of a new marketing strategy and a marketing mix. This paper is mainly structured into four parts, namely an introductory section, a theoretical part, an analysis of Eventure and its competitors, and finally, the part of creation of new strategies and products as well as their implementation. The analytical part was conducted through expert interviews and desk research and provided the basis for the generation of new product ideas. For those ideas which showed to most potential detailed concepts were elaborated.

Abstract: Whereas only four communities of the Ferienregion Heidiland have over 40.000 overnight stays per year, tourism plays a tangential role in the remaining communities. However, the Ferienregion Heidiland contains communities which have no dominant and strong industry sector and therefore have in general a weak added value. For such communities tourism can be an option to generate more added value, because these communities are often rich in natural resources and have a unique landscape. Therefore, the aim of this research paper is to show how to create new products for such regions. Furthermore the paper shows some appropriate products which could be implemented in the region. This bachelor thesis consists of an introduction, a theoretical part and an extensive analysis part which was conducted with a desk research and with expert interviews. Above all, the analysis part consists of the evaluation of existing products and resources, and the analysis of the competitors and the best products on the market. With the foundation of the analysis part the idea creation process will identify some possible products. For the most promising ones a rough product concept will be outlined.

Abstract: Sport events being used as a fundraising tool experience an economic activity in full swing and as a result such events are spread as far as the eye can reach. Therefore, organizers have to outperform their competitors, anticipate stakeholders every wish and organize successful and unique events in order to stand out of the crowd. The aim of this bachelor thesis is to disclose the secret behind successful fundraising at socially oriented sport events. The paper is divided into four parts starting with the literature review about non-profit organizations, events and event management as well as benchmarking. In the second part the theory is put into practice by benchmarking three successful charity golf events in Switzerland. The combination of the relevant literature, the findings of the benchmark as well as the expert interviews in the third part create the basis for the author’s own fundraising model. Finally, Right to Play Switzerland’s charity golf event is analyzed and an action plan is created based on the findings. Furthermore, measures are deduced which are supposed to help them perfecting their charity golf event.

Abstract: Swissport Zurich AG is the main ground handling provider at Zurich Airport. In its business unit Aircraft & Baggage Handling, employees from over 25 nationalities work together on a daily basis. Due to different cultural backgrounds of the employees, challenges arise. The aim of this bachelor thesis is to investigate and compare the employees’ different perceptions of time, safety and security and of their attitude towards superiors. The introduction of the thesis is followed by a literature review including the concepts of culture and their impact on business. Intercultural theories and thereon based country profiles of Switzerland, Portugal, Spain, Turkey and Serbia including Kosovo as well as Swissport Zurich AG with its business unit and the process loading / unloading are presented. Thereafter an analysis of the employee survey and the expert interviews conducted with Swissport employees and their team leaders follows. The survey results will then be compared to the intercultural theories and differences between the nationalities as well as their impact on Swissport’s business pointed out. Finally, it is the purpose to come up with systematic approaches on how to improve the situation in order to handle it more efficiently.

Abstract: In recent years several minor or major crises in the mountain railway industry let the people hold their breath. Especially Catastrophes like the huge avalanche in the Austrian village Galtür or the terrible brand in a funicular at the Kitzsteinhorn (AT) caused considerable crises for these cable car organizations. But not just the external dangers can trigger a corporate crisis. Also inside companies lurk various threats. This shows that mountain railway companies are permanently facing risks. Therefore, this Bachelor thesis aims to elaborate a crisis communications concept for the fourth largest cable car organization in Switzerland, the Bergbahnen Engading St. Moritz AG (BEST AG). The goal is to make BEST AG aware of potential hazards and prepare them for the worst cases. The paper is structured in three main parts. The first part consists of a profound research on secondary data. This is followed by a situation audit that allows evaluating the present crisis management and communication at BEST AG. The research analysis is based on ten internal and one external expert interview conducted by the author. Finally, the thesis compiles a practical crisis manual for BEST as well as recommendations on how to implement and train it successfully.

Abstract: Due to changing customers’ preferences and increasing competition in most markets companies are forced to react to these altering circumstances. It is no longer enough to just send newsletters nor is it enough to give discounts on purchases to keep customers. An efficient and effective way to retain and satisfy customers is a loyalty programme. Since City Moments plans to introduce a loyalty programme with an exclusive member card with the objective to target a high-purchasing power segment, a concept has to be developed. This bachelor thesis analyses the theory about loyalty programmes and card systems. An investigation of two case studies and their success factors is taken as best practice for City Moments. Further, an online survey has been conducted to find out amongst others City Moments users’ attitude toward loyalty programmes and the most valuable users. With regard to the theory and the online survey’s result, a concept for City Moments has been created which comprises ten influencing factors.

Abstract: Revolutions within the check-in process in the airline industry are necessary for their survival in the aviation transportation. Modernisation and innovation are often major drivers for those changes. New transforming technologies have thoroughly enhanced the move towards being competitive in the highly competitive aviation industry. The amount of journeys for airline passengers and the procedures within the industry will change significantly. As key technology advances combined with electronical devices, the forecasted impact on the business of air transport is thought to be considerable. The study describes the acceptance of the aviation processes by passengers when they use the different provided check-in possibilities. It compares the differences and similarities between differing age groups related to the diverse options. In the thesis all passenger groups will be analyse in how far they are able to keep up with the steady modernisations and improvements, and how open the customers are for innovative solutions. The study gives insight into pioneering new developments.

Abstract: Tourism highly relies on a healthy natural landscape. This is especially the case for Alpine destinations in the summer season. This bachelor thesis tries to find out how destinations in the Alps are acting to preserve their natural landscape and doing business at the same time. For the thesis the destinations Riederalp Mörel, Grindelwald, Engadin Scuol, Sörenberg Flühli, Kranska Gora, Berchtesgaden and Zell am See Kaprun had been chosen. All destinations are located in the Alps, are medium to large touristic destinations and have a considerable nature protected area in their surroundings. The aim is to find out how much the destinations use nature to promote themselves, what kind of offers the destinations supply and what they do for nature conservation. In order to get the results, qualitative research, including interviews with experts from these touristic destinations, the local nature conservation organizations involved and the administration of the nature protected areas had been done. To sum up, this paper describes the area of conflict between the touristic industry and nature conservation and supplies some theoretical solutions but also delivers an insight of the practical aspects by investigating the destinations.

Abstract: In the village centre of Küssnacht am Rigi, next to the lakeside promenade and the conference and congress centre «Monséjour», a car park is located. Together with the idea of building a subterranean car park to satisfy the increasing demand another question arose: the question about the new use on this privileged location directly next to the lake Lucerne. The aim of this bachelor thesis was to find the most appropriate solution to meet the requirements concerning residents, municipality, centre «Monséjour», and tourists. This bachelor thesis consists of five main parts; an introductory part, the literature review, furthermore the empirical part, the presentation of results and discussion, and finally the conclusion. One objective was to analyse the current situation in Küssnacht concerning leisure time facilities to find out what is missing. A case study was conducted to present different ideas and possibilities for the new use of the area Monséjour. Expert interviews show how tourism responsible persons estimate the redesign of squares in their villages. Altogether, this paper presents a multifunctional concept concerning leisure and recreation in order to satisfy residents as well as tourism.

Abstract: The Opera House Zurich can count on a big and loyal regular clientele composed of the inhabitants of Zurich and the surrounding regions. Nevertheless, the attraction of tourists is essential for an international cultural institution in order to operate successful in the long run. This bachelor thesis therefore focuses on opera trips as a possible measure to appeal tourists and enlarge the catchment area of the Opera Zurich. As a first step, the paper provides a detailed market analysis which examines the current situation of the Opera Zurich as well as the destination Zurich in terms of cultural attractiveness. In addition, a look at current consumer and tourism trends is determining with the objective of finding out the potential of opera trips. The paper then continues with a research part which includes expert opinions from cultural institutions and tour operators specialized on opera and music trips. This enables a look at the topic from different points of view. The aim of this bachelor thesis is to identify if opera trips enlarge the catchment area of a cultural institute on the one hand and develop a useful business model to set up trips adapted to specific circumstances of the Opera Zurich on the other hand.

Abstract: Cultural tourism is a sustainable and educational form of tourism which has seen a growth in popularity in the tourist industry in general. The increasing interest in cultural tourism is due to a change of mindset by a society, which in recent years, has begun to demand more quality and authentic tourist products. The tourism industry is aware of this developing trend but there have been very few surveys undertaken concerning cultural tourism and its economical development. Therefore a main task of this Bachelor Thesis is to gather fundamental information to support the acceptance of cultural tourism for the future in tourist destinations. In this thesis qualitative interviews were carried out in order to gather a general impression from different sectors of tourism and various cultural experts. Moreover, with this fundamental information, future studies should be executed with regard to the positive effects culture has on destinations economy. Cultural tourism needs acceptance because it supports a destination by tracing long-term visions in order to reach quality and sustainability.