Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Gala events enjoy a great popularity in our society. Marketing and communication experts have also recognised the potential of gala events and therefore integrate them in their marketing and communication concept by sponsoring such events. Gala events offer an excellent platform for communication. Swiss Tennis the tennis association of Switzerland has established its own gala event as other well known (sports) associations. After having successfully organized the first gala night in 2008, Swiss Tennis decided to repeat this event in March 2010 in order to create a highlight in the event calendar. This paper aims to develop additional recommendations to the existing event concept of Swiss Tennis Gala Night. The main focus on the one hand is analysing the past event and setting benchmarks for gala events in general by interviewing other gala event organisers. On the other hand it is developing new concepts to make the gala night more attractive for guests and sponsors. Even though the title of the paper is «development of an event concept for Swiss Tennis Gala Night» it does not reinvent the wheel. It is rather replenishment to the existing event concept of Swiss Tennis Gala Night, providing the organiser with benchmarks and possible innovative ideas which help to make the event more attractive.

Abstract: The topic corporate culture is nowadays a popular and well-known topic. A widespread opinion is that corporate culture has positive impacts on a company’s performance. The aim of this bachelor thesis is to elaborate the link between corporate culture, leading employees and customer satisfaction in the case of A-Rosa Flussschiff GmbH. The research objective of this paper is to analyse how corporate culture is lived and understood by managers and employees of A-Rosa Flussschiff GmbH. This thesis is structured into four sections: The first section gives an overview about existing literature of corporate culture and its impact on leading employees and customer satisfaction. In the second part, the company A-Rosa Flussschiff GmbH and its corporate culture are analysed. The core part presents the findings from a survey, which is conducted among employees on A-Rosa’s cruise vessels. It provides crucial insights in how corporate culture is lived and understood by its associates. From the three previous parts, recommendations are defined in terms of how the link between corporate culture and customer satisfaction can be established moreover it is shown if this link can be influenced in an effective and positive way.

Abstract: Snowboarding has developed from a rebellious subculture to an accepted mass sport. This significant change combined with the endless consumer choice and unpredictable consumer behaviour makes it essential for companies in the industry to not only to know but to really understand their customers. This thesis aims to explain the decision making of customers for outerwear based on the case of Eleven GmbH, a small Swiss company producing technical apparel for snowboarding and freeskiing. The thesis consists of secondary and primary research. In secondary research relevant literature is gathered to give a profile of the snowboard industry and its consumers with focus on outerwear. Furthermore, it covers the theoretical background of consumer’s decision making. Primary research is conducted by means of an online customer survey complemented by remarks from experts. Consumer’s decision making styles for outerwear were examined with the help of a widely used model, the Consumer Style Inventory CSI. As a result the characterization of winter sports active’s decision making styles provides a foundation for practical applications on Eleven’s marketing measures.

Abstract: More and more people of all ages are taking time out before or after a life stage. An increasingly popular activity during such career-gaps is to attempt an instructor certification course in various adventure sports such as skiing or scuba-diving. This work aims firstly to develop an appropriate collection of methodical tools for a strategic business and market development in this field. Secondly, those tools are adapted on the case of Peak Leaders UK Ltd. which especially provides snow sport instructor courses. After an environmental- as well as a company-analysis several development proposals are presented. Actions to take regarding competitive strategic moves and the development of products and markets are generated. Finally, suggestions are given how those proposals can be implemented in real-life.

Abstract: In today’s business world, customers can choose from countless different brands. As a consequence, brands must obtain a clear position in their market to be recognized and competitive. In this thesis, the topic of «positioning» is examined in the case of the region of St.Gallen-Bodensee. The first part of the thesis is a refurbishment of positioning in theory. The topic is regarded from two different angels. Initially, it is considered how a brand can be positioned out of the supplier’s perspective. The other angle is regarded from the customers’ perspective. Meaning how a customer may perceive a brand and its image. In a second part of the thesis, the strengths, weaknesses, opportunities and threats, as well as the image and the unique selling positions from the region St.Gallen-Bodensee are analyzed. This is done by expert-interviews and an online survey. To conclude the paper, new possible positioning approaches for the region St.Gallen-Bodensee are submitted based on the empirical data.

Abstract: Disabled people are confronted with various barriers and hurdles during their holidays. With the aim to develop accessibility in selected tourism destinations within Switzerland, the project group «Holiday for all» was founded. The purpose of this bachelor thesis is to assist this group by analysing the accessibility of the tourism destination Davos Klosters throughout the whole service chain. This is done by developing an appropriate target situation, defining the existing barriers within the destination and designing measures to reduce them. The paper is structured accordingly. The introduction is followed by a theoretical part, in which various topical literature is analysed. This is then followed by an empirical part, which contains expert interviews with politicians, tourism professionals and other stakeholders concerned. Furthermore, databases and brochures were also analysed. With the collected data an initial situation was elaborated upon, which considers the characteristic of Davos Klosters as well the needs of disabled people. Based on the initial situation, the above mentioned target situation for Davos Klosters was developed.

Abstract: This bachelor thesis aims to create a conception for the ideal individualised guest information on the Bernina Express [BEX]. So far, tourists on the BEX are informed via loudspeakers and small brochures about diverse attraction points. In this thesis it is examined if there exists a need for further information e.g. the change in altitude, climate, and customs in the regions. Furthermore, the ideal mode in order to pass on information is inquired. Therefore, the travellers were interviewed to find out what additional information they would like to obtain and how they would like to receive the guest information. However, in order to provide the BEX with three final guest information systems, the author itself tested some tourist attractions, which offer guest information. This experience helps to examine the disadvantages and advantages of the existing guest information systems and to decide on the ideal individualised guest information for the BEX. Finally three offers of guest information system suppliers are proposed in order to evaluate which fits best for the BEX, respectively according to the traveller’s expectations.

Abstract: Climate change is one of the most serious problems the world faces today. Even amid the global economic downturn the topic has not lost its high level of importance. The aviation industry has been in the spotlight for its contribution to global warming. Yet this has not brought demand for air travel to a halt. This rising demand has been met by governments imposing regulations and international organisations issuing recommendations. Airlines have adapted to this eco-minded trend. Passengers are now given the opportunity to offset their CO2 emissions. Furthermore, airlines have engaged in corporate environmental responsibility to reduce their impact on global warming. This begs the question whether passengers are fully aware of the efforts taken by an airline to protect the environment and if this knowledge could influence potential customers in choosing a certain airline. The thesis discusses the topic by taking the case of Swiss International Air Lines. Experts from within the industry are interviewed and a survey with SWISS passengers is conducted to answer the research question of the thesis.

Abstract: Destination branding has become a significant topic in the tourism industry in resent years. Some destinations have become aware of their brands being a valuable asset, others have realised to join forces and building up strong, consistent umbrella brands. With the decision to build up a regional umbrella brand, Lucerne follows examples such as Graubünden, Valais or Südtirol. The brand is integrated in the overall marketing concept which allows the destination to launch separate brand communication efforts next to usual product marketing in the upcoming years. The aim of this thesis is to identify prerequisites, best practices and critical factors of successful brand communication in the case of Lucerne. The paper consists of three major parts. In a first step, the latest knowledge in the fields of destination branding and branding in general is provided. Secondly, a situation analysis of Lucerne’s current perception is made. Parallel to this, a benchmark analysis of five destination brands shows common practices and success factors in destination branding and brand communication. The findings will then provide recommendations to Lucerne. Eventually, the thesis concludes with a suggestion of a test campaign in brand communication.

Abstract: Climate change and the destructions caused by mass tourism are an increasing threat for the tourism sector. The industry is urged to rethink its actions. New tourism forms as ecotourism and community-based tourism have evolved. These sustainable tourism forms are considered as the ideal tool in order to protect natural resources and show social responsibility. If the enthusiasm in sustainable tourism practice has spilled over to Swiss institutions is examined in this bachelor thesis. The thesis aims to illustrate a snap shot on the current situation in Switzerland and provides an outlook for the future. On the one hand, activities and projects set up by Swiss institutions are considered, and on the other hand, the working opportunities created in the field of research are examined. First of all, the literature is analysed in terms of the definitional, current and future status in the sustainable tourism discussion. In a next step, Swiss actors working in the field of study are interviewed. Finding out more about the operations conducted in practice and the working opportunities created is central. Finally, the experts’ answers and the literature findings are compared to each other and evaluated.

Abstract: Families with children are promising customers in the tourism industry but at the same time sophisticated customers in many ways. The destination Rapperswil-Jona, located in the canton of St.Gallen, faces the challenge to develop products and improve performances for the market segment family. For the purpose of fulfilling the high expectations of families the destination Rapperswil-Jona focuses on the family seal of quality, awarded by the Swiss Tourism Federation. In the paper mainly three parts will be discussed. Firstly, there is an overview of the literature including family analysis, travel behavior, family tourism in Switzerland and product development. Secondly, it will get into the evaluation of the quality profile of Rapperswil-Jona, an integral part of the family seal of quality. In addition, a benchmark analysis among four family friendly destinations in order to identify key success factors as well as a part of conducted expert interviews has been carried out. Finally, the thesis is showing the results of the findings and gives recommendations.

Abstract: Culture and architecture are basic components with growing potential in the tourism industry. In the alpine regions of Switzerland there has always been a major focus on sports tourism. The cultural tourism has been left out and not regarded as important until now, also in Grisons which has a huge variety on cultural and architectural offers. In the paper it is evaluated with different research methods if the introduction of a culture and architecture product of Graubünden Ferien would make sense or not. To find this out there were some experts asked about their opinions and their interest on such a culture and architecture product. In a next step, the offers and the marketing of Grisons were compared with three other destinations, the Salzburgerland, Vorarlberg and Zürich. All these regions have a big cultural or architectural offer and are therefore good organisations to compare the product. The cooperation model, resulting from the analysis, shows which partner should take part in the proposed product of GRF and according to which conditions. Finally, there are some criteria set to evaluate the recommendation or refusal of the introduction of the product.

Abstract: In contrast to some years ago, the image of hiking has changed due to different influencing factors. Previously hiking was regarded as an activity for «knickerbockers-wearing seniors» rather than a trendy leisure-time pursuit. Today the hiking sport experiences new sympathy and has many devotees. Everyone is hiking and figures are increasing. The Swiss Alpine Club (SAC – «Schweizerischer Alpen-Club») and its mountain huts are also faced with this new trend and have to develop offers to satisfy the needs of the changed target group. The aim of this thesis is to identify general trends and changes which influence the hiking trend, show how the hiker as person has changed, present important issues in hiking tourism and find out success ful marketing methods for this segment. A further step is to find out how SAC has to develop itself to meet the needs of the new and persuaded hikers. The paper is made up of three main parts. The first chapters give a theoretical overview about general trends in tourism, hiking tourism, the behaviour of the hikers and marketing tools in hiking tourism, whereas research is conducted by expert interviews, surveys and desk research in the second section. Theory and research are consolidated in a third section in which recommendations are also given.

Abstract: Tourism and traffic strongly depend on each other. On the one hand tourism creates traffic and on the other hand, there would be no tourism without traffic. This thesis aims to analyse the current traffic situation in the destination Engadin St. Moritz and give recommendations. In the first part, the different transport modes were analysed according to their specific features based on existing literature. Secondly, these findings were combined with the current figures of the different transport modes. This helps distinguishing the most important ones for St. Moritz. The analysis clearly showed the huge importance of the RhB for the Oberengadin region. Mainly the special trains like the Glacier Express or the Bernina Express are very important USP’s for the region. Furthermore, the newly achieved UNESCO World Cultural Heritage Status plays an important role in the future development of the touristic offers for the Engadin region. Therefore, future recommendations are given in the third part, which aims to show the importance of these high quality brands and how to use them to increase tourism revenue in the St. Moritz area.

Abstract: Today in the competitive environment, more and more hotels cooperate together under a brand to have stronger competitive advantage. However, not every hotel can be a member of a brand; it should fulfil some affiliation criteria. Moreover, a new developed brand has a range of communication tools to promote and create attention on the market. The focus of this individual bachelor thesis is to show the differences between branding and e-branding. Furthermore, it examines which type of media, classical or the new marketing media are more appropriate to introduce and communicate a new hospitality brand on the market. At first the thesis begins with the theoretical analysis, which is gained from secondary data. As a second step, expert’s interviews were applied to gain practical information which type of media is more useful when doing branding. The results of practical and theoretical research were finally combined to present recommendation for a new brand of Fred Tschanz Management AG.

Abstract: During the winter season of 2007/2008 every Saturday a direct TGV (Train Grande Vitesse, translated; ‘train with great velocity’) from Paris arrived in Landquart and Chur. In the beginning of the thesis background information about the link between Paris and Chur is provided and also the results of the project phase during last winter. Afterwards the Paris – Chur link is compared with different high-speed connections between city centres and winter sport destinations with a performance gap analysis. The next step in the thesis is the analysis of Grisons’s tourism industry with focus on the link and French guests in general. It includes potential impacts of the connection on Grisons destinations. At the end of the analysis part the French tourism market and the peculiarities of the French guest are discussed. Based on the findings from the impact analysis of the TGV, the potential of the French market in general and the knowledge about the French market, a communication concept and recommendations to partners of the connection, TGV Lyria and Grisons tourism industry, are suggested.

Abstract: When a guest visits a destination, he spends money for many different objects like accommodation, voyage or purchases. On this account, tourism is seen as an interdisciplinary branch with impact on several tourism related sectors. As Chur is the capital of the tourism canton of Grisons, the detection of this effect is of many companies’ interest. The thesis consists of three main parts. In the first section, an outline about general terms and different methods to evaluate tourism impact is given. Out of these findings, the applied method results. The second part deals with the methodology and explains the chosen model. Furthermore, the processes of the data collection, the evaluation of the questionnaires as well as the estimation of the missing values are illustrated. The third section of the paper presents the calculated steps, figures and results. Derived from this, the importance for Chur and the surveyed sectors are discussed and compared to the results of recent studies of Switzerland.

Abstract: E-Recruiting is a method for companies to staff job vacancies by using modern information technology. This paper investigates the implementation of an electronic recruiting system for Swiss International Air Lines, one of the leading European airline carriers. The first part of the bachelor thesis identifies the different processes of human resource management by providing an integrated HRM model. The HRM sub-process recruiting is further defined and divided into traditional and modern recruiting methods. Short descriptions of innovative E-Recruiting instruments complete the first part of the bachelor thesis. A case study elaborates the current and the target recruiting processes at Swiss International Air Lines. The comparison of the processes contributes findings to optimize the recruiting process for better usability. Afterwards 7 external E-Recruiting system suppliers are compared. The last part of the thesis covers an implementation plan which defines the objectives, the target groups, the project team, the strategy and the time frame of the project implementation.

Abstract: Performances for children and families from a theatre’s perspective can still be seen as niche products in the leisure industry. As children are the consumers of tomorrow, the question arises whether they create a promising customer segment in the future. The topic of the bachelor thesis is based on the case of the Casinotheater in Winterthur and is additionally discussed more broadly. The reason for this is the fact that the Casinotheater Winterthur AG acts as a coproducer of children’s plays which additionally go on tour. The paper consists of mainly two parts. Firstly, as there is no adequate theory existing, the literature review gives an overview on surrounding topics such as the customer retention, the consumer behaviour, the leisure and theatre industry, the children’s marketing, and the sponsoring to create a basis for the research. The second section consists of the findings of a survey which was conducted, complemented by remarks from experts. As a result this bachelor thesis will show the benefits a theatre has by providing plays for children.

Abstract: Information and communication technologies (ICT) are subject to high expectations. In tourism, where information is a crucial success factor, technological applications provide tremendous opportunities regarding the guidance of visitors. In addition, audiovisual devices have the potential to create unforgettable experiences. The current debate in the field of ICT in tourism centers on the use of mobile technologies in tourism. Thereby, the dynamic development in the field of mobile technology makes it very difficult for DMOs to find a solution that suits the actual situation of the destination. The aim of the paper is to develop a concept for an audiovisual information- and guiding system for the international tourist destination Lake Constance. The paper is divided into three main parts: In the first part, the possibilities of audiovisual guiding and a number of currently used guiding devices are introduced. The second part deals with the context of the destination Lake Constance in order to determine the applicability of different solutions. And finally, the third part describes a possible scenario and provides an action plan for the implementation of a destination-wide audiovisual system.

Abstract: The MICE sector (Meetings, Incentives, Events, and Congresses) is a crucial part in the tourism industry. Due to the fact that the demand for having meetings is not dependant on the economical downturns, it is a growing business. Furthermore, communication and the exchange of information are crucial in any time and in any branch. According to the number of participants who attend a meeting, incentive, event or a congress, the question where and how those visitors might be accommodated is important. However, many hotels which completely focus on this market and provide meeting and congress rooms with the needed equipment already exist. But it requires more than just providing accommodation facilities and meeting rooms. Especially for a hotel which attracts different target groups and would like to launch MICE as their secondary business. Therefore, I am going to analyse what is already known about the requirement of such guests. Moreover, the practical part is about comparing the offers and services of hotels that are established in this market. Furthermore, I am going to write about the needs of distribution partners and customers to provide a holistic view to position and to give recommendation to the Hotel Kulm.

Abstract: Driven by changing quality perception of hotel guests and the highly competitive environment of the hotel industry, Swiss hotels are forced to strengthen their service and quality management. The overall goal of this thesis is to provide service and quality management improvements based on the Q2 for the Parkhotel Beau Site. The thesis is divided into four parts. The first section, the theoretical basis, concludes with a theoretical claim which states theoretical requirements for a successful service and quality management in a hotel such as the Beau Site. The second section, the benchmark analysis and best practice, concludes with a benchmark claim which states practical requirements for a successful service and quality management in a hotel such as the Beau Site. The case of the Parkhotel Beau Site, as the third section, is an analysis with the aim, firstly of giving an overview of the hotel and working environment and secondly, discover potential service and quality improvement fields of the Beau Site. By using the relevant information and models of the three previous parts, the fourth section, recommendation and measures, delivers a concrete strategy in how the Beau Site can improve its service and quality management.

Abstract: The disposable free time increased over the last years and the labour market is supporting this trend by flexible and modern working time conditions. Therefore a lot of new leisure time products and offers have flooded the market over the last few years and the single customer is offered a great choice of various service products. The thesis therefore aims to display motives, expectations, and wishes of regular- and seldom soccer game visitors and tries to identify reasons why people frequent the soccer stadium on a regular basis and respectively what prevents others from doing so. An online questionnaire with more than 1’300 respondents served as data base for the result evaluation. Further, interviews with the marketing heads of the Axpo Super League clubs served as source for the analysis of their professionalism regarding marketing, their recently implemented marketing actions, and their satisfaction concerning the collaboration within the Swiss Football League. The questionnaire data as well as the interview results were then taken as foundation for improvement suggestions.

Abstract: The Villa Sassa is a hotel and residence located on the hillside of Lugano. In order to keep providing a high quality service, the management of the Villa Sassa decided to enhance the internal communication through a strategic concept. This thesis develops a strategic concept for the internal communication. Until now there is no concept so it must be developed from the very beginning. The first part includes theories suggesting what the pitfalls may be for a hotel when implementing a strategy for internal communication. Once an appropriate theoretical background was established an analysis of the current status-quo of the hotel was completed. This analysis was based on the results of questionnaires and interviews with the management and their employees. The gathered data is evaluated and afterwards the main findings are highlighted. These findings are used to understand where the interfaces and problems are. Knowing the problems highlights the understanding where the leverage must be applied. In the second part the communication targets are set, the core messages are defined, a frame for the internal communication is set up and adjustments are made where necessary. The end of the thesis contains a timetable, the design for a successful implementation of the strategic communication concept and as a last step a suggestion for a tool to monitor the effectiveness of the proposed concept.

Abstract: The Natur- und Tierpark Goldau (NTPG) is a popular zoo for families in Central Switzerland, namely in the canton Schwyz. The Natur- und Tierpark offers different possibilities for eating, whereas the Tierpark-Restaurant faces the biggest and most challenging problem at the moment. Thus, the aim of the Individual Bachelor Thesis is to develop a new restaurant concept for the NTPG. The conception is made on the basis of a comparative analysis between the catering facilities during events and during day-to-day operations. Secondly, a benchmark analysis among three national zoos is made, on one side to position the Tierpark-Restaurant of the NTPG against the other three competitors and on the other side to identify the best practice in the field of the catering facility. Last but not least, a site survey is undertaken to find out the visitors’ needs. The main findings of the research signalise that the restaurant of the NTPG is out-dated and not aiming at its target group. Hence, a new restaurant concept is needed which considers the most useful findings in order to increase customer satisfaction.

Abstract: The project «Olimpia 2010» is based on an idea of Fadri Cazin who likes to support the crosscountry athlete Dario Cologna after his first sportive successes. At the end of the year 2007, Fadri Cazin established a collaboration between the most successful Romanic Swiss Ski cross-country athletes, Cologna, Livers as well as Perl and the Romanic culture and language institution Lia Rumantscha. The goal of the community project is an optimal support of the athletes, so they will have a chance to win a medal at the Olympic Winter Games 2010 in Vancouver. With the theoretical background of minority principles and the development of the cross-country sport, middle and long term possibilities for the project are presented. Most of the potentials refer to communication and sponsoring issues. On one hand it would be perfect for the athletes to find a regional sponsor with the help of the project respectively the Lia Rumantscha. On the other hand Lia Rumantscha likes to enhance its publicity due to the project respectively top results of the athletes. However, the most important goal of the project is to support the athletes in the personality development namely the individual responsibility and the career planning.

Abstract: In the Swiss Alps, many small and independent hotels are struggling. Those not belonging to large international hotel chains are mainly managed traditionally as family businesses. The owners invest a great amount of time and passion to run their hotels. Compared to their effort, the profit they generate is relatively small. Some are hardly able to get some money out of it. For them, it is a daily fight for survival. The advice for such hotels from various experts is straight forward. Either a hotel is successful through specialisation or through delivering a perfect service. Very briefly, the most important aspects of specialisation are explained in the paper. However, the main focus lies on the theoretical analysis of all aspects needed to have an extraordinary service quality. Analysing the problem from a practical point of view is also important for the author. Therefore, an independent chalet hotel in the Bernese Oberland facing exactly those mentioned problems is tested. The research results are shown in the paper.

Abstract: The retrogressive birth-rates, the increased life expectancy as well as the perceived lack of talents on the labor market will lead to a rethinking of the human resources development programs. The consequences of these changes are that companies have to adapt their retention incentives according to the requirements of their employees in order to keep them within the company. Intrinsic motivational factors as well as monetary incentives need to be taken into account to stay competitive. Moreover, a stagnating unemployment rate challenges companies to attract potential applicants on the market. A strong brand and a positive employer image are therefore indispensable. The thesis aims to find out how Swiss International Air Lines can find and retain their talents. The paper is based on three main parts: The literature review and the analysis of Swiss International Airlines provide a basis for the empiric part, which includes the study of the employee survey, 21 expert-interviews and a benchmark, where four airlines are compared in order to find out best practice in the field of employee retention. The findings are discussed in the last part, where appropriate recommendations for Swiss International Airlines are made.

Abstract: The old town of Bern is a city of tremendous cultural importance and of long traditions and which attracts many tourists. However, even though Bern Tourism offers several diversified tourism attractions, it does not yet provide a product that makes the Bernese history into a live performance. Therefore, this individual bachelor thesis aims to develop an audio-guided history tour through the UNESCO World Heritage Site of Bern where the main points of interest are put on stage. With such a unique experience, Bern Tourism can generate a higher tourism value. This paper is formally structured in four main parts. First, the tourism product of Bern was analysed in detail to get an overview of what is available for tourists, as well as the country of origin and behaviour of Bern’s tourists. This is followed by the theoretical section, which includes emotion, experience, staging and dramaturgy management. The knowledge of these theories has served as a basis for the dramaturgic concept of the audio-guided history tour. The third part purposes to explain the available information systems that help to transfer history in the tourism industry. Finally, the practical part covers the development of the dramaturgic concept that makes the history of Bern into a live performance.

Abstract: In line with the tourism restructuring process of the canton Grisons the Lower Engadin is currently looking for new promising target segments and for a new position in the tourism market. This thesis examines whether and to which extent the introduction of a new business unit «Families» makes sense for the tourism organisation. First, the positioning theory is investigated. Then, the destination Engadin Scuol as well as the family tourism market are analysed. Expert interviews were conducted in order to bring to light three best practice examples of the German speaking Alps and their formulas for success. Next, the three benchmarks are compared and there further factors for success detected. Out of the findings a SWOT analysis is created. The results are then used to make proposals about how Engadin Scuol Tourism could develop a new business unit «Families» as well as which service providers should be incorporated.

Abstract: In the last few years the number of events has been growing steadily and today events are used as effective communication tools to promote a product or to promote a destination. But, what kind of economic effects do such events have on their social, economical, technological political and ecological environments? The case of the Europeada 2008 helps to analyse value generation and tourist impacts on a region. In the theoretical part of this assignment, methods of evaluating the success of an event are briefly explained including benchmarking; a common method of comparing one company and its processes with others. The practical part includes an analysis and evaluation of the Europeada 2008. Moreover, interviews with members of the organization team and people from political and economic background have been conducted. Methods, like media observation and a survey by the local population have also been done. Benchmarking has helped to figure out which measurements are important to implement to evaluate value generation of an event. At the end there are recommendations on how Europeada could be improved for the future to sustain viable growth.

Abstract: The initial situation of the study was that continuous railways with space for maximum 8 persons per cabin are rarely built for wheel chair users and persons with any kind of walking disability. The objectives of the paper were to give a deep insight about the usage of terms and discussed various results of studies on disability and society. This was made through secondary research in form of books, publications, internet, databases, scientific articles and journals. Furthermore it analysed and evaluated the present situation in the cable car industry with focus on continuous railways concerning this topic in Switzerland. For that, expert interviews were undertaken and a survey was committed to get this information. During analysing it became obvious that the initial situation and thesis of the external advisor was disproved. Thus, the focus changed to the problem of old infrastructure of many cable car stations. Because investments in altering such infrastructure are high this is the real problem the Swiss cable car industry faces concerning this topic. After evaluating, the paper then defined needed infrastructure and developed a strategic design for all affected parties.

Abstract: The importance of the internet as a mass medium for information and communication has increased rapidly in recent years. Especially within the tourism and hospitality sector, online marketing has become the spotlight for suppliers of tourism services. In consideration of this issue, the thesis aims at representing opportunities of improving the online marketing mix of the Swiss Youth Hostels. The thesis is divided into three sections. In order to establish a theoretical framework for the further course of the paper, an overview of all online marketing communication instruments and significant trends is provided within the first part. The second part analyses the existing online communication channels of the Swiss Youth Hostels and outlines the major weaknesses. Additionally, the customer behaviour is examined and relevant consequences for the improvement of the online communication are summarized. The online customer survey which was conducted by more than 100 customers represents the main source of information for this part. Derived from the foregoing analysis, suggestions for improvement are provided within the last section. These recommendations are divided into two subgroups according to their relevance.

Abstract: This bachelor thesis is focusing on the Grisons tourism industry, more precisely on the quality offensive, a flanking measure of the ongoing restructuring process. Because of decreasing turnovers in the Grisons tourism industry, the Office for Economic Development and Tourism (AWT) has recognized there is a need for action. After having realized this restructuring process, the AWT is now targeting further innovation. Since the tourism product in the Grisons is limited and prices throughout Switzerland are on a high level, Swiss alpine destinations have to stand out in their quality to remain competitive in the global tourism market. Service quality has enormously gained in importance within the last years and different destinations and regions have already implemented a comprehensive Quality Management System (QMS). The aim of this thesis is to develop a strategic approach for the implementation of a practical QMS which targets to improve service quality in the Grisons, a strategy which is also supported by the AWT in its development efforts. Based on a profound literature review, expert interviews, and case studies this thesis proposes an appropriate QMS, an adequate organizational structure, and the implementation strategy.

Abstract: A new wave of changing trends is approaching the coasts of tourism markets. Tourists’ preferences are evolving and this is reflected, among other things, in stronger desires for personalisation and individualisation, deeper consciousness about one’s health, wellness and self-development, larger awareness of the environment and nature, and a greater interest in education and culture. As a result, a new old type of tourism is emerging which combines many of these trends: Spiritual Tourism. The core aim of this thesis is to explore the potential development of Cultural and Spiritual Tourism in Switzerland. The thesis starts by analysing the tourism industry as a whole and the new trends influencing it before turning to examine in closer detail the concept of Cultural Tourism and its different offers. This contribution then turns to scrutinize the notion, the motivations and the different types of Spiritual Tourism. The following chapter deals with tourism, in general, and Cultural Tourism, in particular, in Switzerland. The methodology of the main empirical research is then presented before finally turning to discuss and analyse the main findings on the current state and potential of Cultural and Spiritual Tourism in Switzerland.

Abstract: Since the first propeller flight in 1903, many things changed in the airline industry. One thing though stays constant, the wish of humanity to travel by airplanes. Within the last century the airline industry has developed enormously, particularly in terms of business- and operating models. Different strategies such as low cost, charter or network models have experienced ups and downs and are becoming increasingly difficult to differentiate since many airlines mix them to new and indefinable models. This thesis explains the different components, namely the business model, strategy and operating model, an airline consists of. A focus is laid on the different strategies which are closely interlinked with the business- and operating models. The question nowadays is, whether a new business model and therefore also a new operating model is feasible and how it differentiates itself from the existing ones. Interviews made with airline executives of different Swiss airlines as well as with aviation experts give a deeper insight. The initiator of this research is Helvetic Airways, hence the author analyses their business- and operating model as well as their strategy in particular and finally provides recommendations for the future.

Abstract: The tourism industry is in constant movement. To stay competitive it is essential that managers know and adopt future trends in order to fulfil the customers’ requirements. This bachelor thesis aims to develop a tourism concept for Appenzellerland in 2020. The thesis is based on three pillars, namely a literature review, analyses about the current situation and interviews with experts. Firstly, current and future trends are specified by a literature review. It includes a look at change of values in society, driving forces in different environments and specific outlooks of some trend researchers. Secondly, the current situation in Appenzellerland is analysed by means of an As-Is-Analysis and by consideration of existing development plans. To achieve an overview beyond Appenzellerland the analyses are enlarged to a competitor analysis which includes a benchmark and best-practice examples. Finally, the thesis includes an evaluation of several expert interviews. According to the results of all investigations, the concept points out possible improvements in order to guide Appenzellerland toward an outstanding tourism destination in the year 2020.

Abstract: Alpine Tourism is crucial for the tourism sector of Switzerland and Austria. Cable Car Companies play the role of a lead industry in alpine destinations. Nowadays the Cable Car branch is in a consolidation phase. The increased competition and the critical financial situation combined with snow scarcity results in urgency for Cable Car Companies to operate efficiently. The management quality has become more important for Cable Cars in the last few years. The aim of the thesis is to figure out how accepted Quality Management is in the Cable Car Branch in Austria and Switzerland. The thesis consists of three parts. In the first part all the relevant theory is going to be described in order to create a basic understanding of the topic. The second part consists of quantitative research. The aim of the quantitative research is to show how many Cable Car Companies in Switzerland and Austria work with a Quality Management System. The final part of the thesis is the qualitative research. With the help of expert interviews, barriers, benefits and the actual situation of Quality Management in the Cable Car industry are analysed.

Abstract: In the canton of Grisons tourism is one of the most important economical pillars. Therefore, it is crucial that the canton stays innovative and comes up with new products, which meet the needs of modern tourists. This is no easy task because today’s tourists are hybrid and no longer predictable and this makes it more difficult to find suitable products to satisfy them. «graubünden WEIN» is one institution which would like to launch such a new tourist attraction – a so-called «wine world». A brand land is one product which is highly demanded and which will fully meet the needs of today’s tourists. Hence, this individual bachelor thesis focuses on this new product generation brand lands and proposes a possible staging concept for this planned wine world in Landquart. This concept is based on extensive expert interviews and different models about emotions and experiences which lay the basis for a successful product, not only in the field of leisure and tourism.

Abstract: The destination Flumserberg is best known for its winter sport area and the view of the Churfirsten. It is situated in Eastern Switzerland and belongs to the Holiday Region Heidiland. Flumser berg Tourism offers various single products for groups, but the handling of group queries and the assembly of individual group packages needs to be improved. The aim of this bachelor thesis is to give suggestions for the development of new group products, explain how processes could be changed and which distribution channels should be used. In order to fulfil the task, literature concerning group tourism is consulted and the current situation of the destination Flumserberg is examined. Subsequently a benchmark analysis is conducted with the goal to locate strengths and weaknesses of the destination Flumserberg. Two competitors are chosen as best practice examples and examined more in detail. Furthermore a customer survey is performed and finally, with the help of qualitative expert interviews, the targeted situation is defined. Eventually the results of the different analyses are used for establishing useful recommendations for Flumserberg Tourism on how to improve group offers as well as on how to optimize the handling of group requests.

Abstract: The purpose of this study was to evaluate whether tourism and event management can be seen as a component of cross-regional social projects. To allow this analysis the charity event B.A.D. – Biker Against Drugs, which took place in Vienna, Styria and Lower Austria, was used as an example. It was the first event for the company Verein B.A.S.I.S. The investigation used resources such as books, online journals, websites and conducted interviews throughout the study. Within the investigation general knowledge about events and tourism was established for primary understanding of the topic. In the main body it was discovered that the B.A.D. event could not achieve tourism arrivals or a form of value generation for the three regions involved. Toy Run and the London City Marathon were used as examples of successful national and international charity events. With the comparisons drawn the study revealed the theory of an existing lack of research in tourism in connection with charity events. The last chapter of the study listed the outcomes of the B.A.D. event. The findings suggested developing models of improvement for the internal organisation of the event to achieve a better result for a future event organised from Verein B.A.S.I.S.

Abstract: Corporate Social Responsibility is an important buzzword these days. Multinational companies as well as smaller companies are actively engaging themselves regarding environmental concerns and social issues. It appears that events often lack the possibility to be organized in a thoughtful manner concerning the environment and society. The aim of this work is to give suggestions on how the World Championship can be conducted in a way that reduces negative effects on the environment, and enhances positive impact on society. The thesis is structured in three main parts. The first section gives an overview of existing literature on Corporate Social Responsibility and related notions. In the second part, existing approaches of companies that are currently engaging in Corporate Social Responsibility are examined and compared to each other. Moreover, opinions from experts are also integrated to give some additional insights. The last section consists of recommendations given to the Organizing Committee regarding potential measures in the area of environmental and social issues.

Abstract: This thesis claims that «Enterprising measures have a small effect on the reduction of the problematic of cold beds". In order to either prove or disprove my thesis, I looked at Hapimag’s approach to reduce cold beds. Hapimag, whose portfolio is spread over Europe, USA and North Africa, is number one in the time share market of Switzerland. Besides the research about the reduction of cold beds, three other sub questions were addressed. These questions cover the following topics: The image, the perception and the economical impact of Hapimag in the selected locations. To get an overview of the whole industry, I carried out research in Flims, Interlaken and Bad Gastein (A). All three destinations are with respect to their structure, positioning and relationship to second homes very unique. The paper is divided into two parts: the theoretical part implements the used models and the second part presents the results and analysis of the quantitative and qualitative interviews carried out in the three destinations.

Abstract: As commonly known, most adults do not like opera if they never had contact with this art form when they were a child. The Opera House (Zürich Opernhaus) realized this and established a program mainly for children, later on they added events for adolescents. However, the number of young visitors has decreased. It would be desirable to enlarge the program in order to attract a larger young audience. Consequently, the aim of this work is to give suggestions of how to communicate to the target group and in what way the offers could be adapted with a view to please and motivate the youngsters. The thesis is structured in four sections: The first one focuses on existing literature on marketing to children and adolescents. It outlines aspects of experience creation and other important issues in the leisure industry. In a second step, the Opera House and its offers are analyzed and compared with those of other institutions. The core part of the thesis presents the findings from a survey completed by customers of the Opera House. It gives crucial insights in opinions and preferences of the target group. From the three previous parts recommendations in terms of structure, strategy, offers and marketing are formulated.

Abstract: Due to the competitive situation, branding has become an important subject even for the tourism industry. Destinations are trying hard to build good images and attract more tourists; especially high spending tourists. Therefore, knowing the customer with all his needs and wants is crucial nowadays. But the times when the customers could simply be differentiated according to demographic features are over. Today’s customers are far more complex and therefore new, adapted models are required. This thesis is examining the motives and aesthetic preferences of tourists within cultural tourism presenting the example of RUHR.2010, the European Capital of Culture 2010. The paper is made up of three main parts. The first section creates the theoretical basis by analysing, comparing and presenting the existing literature. Here, the case of RUHR.2010 is introduced. The second part includes the empirical study whereby in a first step the initial situation and the methodological approach are described. Afterwards, the findings are presented and discussed followed by the examination of the initial hypotheses. Within the last part of this thesis the findings are used to make recommendations.

Abstract: The aim of the thesis is to compile a new offer pallet for a car rental agency in a tourism region. With the data of AVIS Switzerland, the car rental market is examined in general. A specific analysis of the AVIS location in Chur reveals the size of the incoming tourism segment. The origin of customers is shown and at what locations the demand for rental cars is high. A comparison of the number of rental transactions within the tourism segment between AVIS locations highlights the different circumstances which influences the tourism segment. The outcome of the analysis is the basis for measures to enhance revenue generated within the tourism segment. Existing theory, empirical data, expert interviews and personal experiences influence the measures and assure their practicability. Because of the interdisciplinary approach of the thesis, the measures are evaluated on the basis of entrepreneurial theory. The conclusion clearly discusses the limitation of compiling a new offer pallet, but also explains other solutions to enhance the revenue generated in the tourism segment of tourism regions.

Abstract: The real competence of large-scale sports event organisers is not evident when the event is successful, but only when an unexpected crisis occurs. The collapse of a grandstand, a total power breakdown, or a fatal sporting accident are just a few scenarios in which crisis ensues. The importance of communication in such situations cannot be overvalued. This bachelor thesis aims to find out how large-scale sports events can best prepare to guarantee crisis communication excellence. The paper is made up of three main parts. The first section gives a theoretical overview on crisis management and crisis communication. In the second part, the crisis communication approach of four large-scale sports events is benchmarked and the best practices and success factors are derived. In the final section, a crisis communication concept for the «FIS Alpine World Ski Championships 2013 St. Moritz» is developed, by implementing the basis of theoretical and practical insights.

Abstract: Using images of destinations to attract visitors has become an important factor in every destination’s strategy. Creating a certain image though is difficult, thus an established destination, such as St. Moritz, transfers their image through events. Assuring a positive image transfer through events requires an elaborated event portfolio strategy. This paper is divided into three sections. Firstly, existing theory concerning image transfers and portfolio strategies will be reviewed to gain a deeper insight into what has been done so far. Secondly, the example of St. Moritz is analysed whereby its current event situation is looked at. Following which, St. Moritz’ event portfolio strategy is benchmarked against the German destination holiday Oberstdorf. Additionally, experts are interviewed to gather information which is used to establish a criteria catalogue for the selection of events. Based on an event model and the criteria catalogue, an event portfolio for St. Moritz according to its image and positioning is presented. The third section addresses the necessary measures and actions which are vital to realize the event portfolio and which need to be implemented to assure image transfers through events on St. Moritz.

Abstract: Mountain biking has become more and more popular over the last years, as bike sales and a growing number of bikers indicate. Thus, many destinations have created tailored products to attract and serve this new segment. Nevertheless, for the specific sub-segment of downhill and freeride bikers still very little infrastructure is provided. Out of this deficit a group of bike enthusiasts created the idea of a mountain bike park on the Brambrüesch mountain in Chur. Within this paper a suitable business model for this project is developed. In the first part of the thesis the present concept for the ‘alpen-bike-park’ is introduced. The following situation analysis identifies characteristics of the target customer and the present market as well as opportunities and threats for the future ‘alpen-bike-park’. Thereafter a number of existing bike parks are analysed to show presently applied operating concepts and illustrate their success factors. Finally, derived from the foregoing analyses the specific business model for the ‘alpenbike-park’ is developed. This comprises a detailed product suggestion, recommendations for distribution and communication as well as a partnership model illustrating competencies and responsibilities.

Abstract: ROARING HOOVES is one of the biggest music festivals in central Asia. It takes place once a year in June in the Mongolian desert. Musicians from all over the world are playing within two weeks with Mongolians together. All concerts are held at exceptional places in the nature. As most of the visitors are nomads and only few international tourists attend festival, there is no possibility of selling tickets. Thus, ROARING HOOVES faces financial difficulties. This paper will find new ways of sponsoring acquisition and communication in event management. The thesis is structured in two parts. The first chapter gives profound knowledge about the theoretical part of the thesis. It helps to understand the event industry and the characteristics of sponsoring. In the second part, a communication concept for the festival is developed in order to make ROARING HOOVES well known and to create a positive image. Furthermore, three options for the event are outlined in order to get money for the festival. Thus, a sponsoring concept is implemented and possible side events are outlined. In the end a list of potential foundations is provided.

Abstract: Street art is a subculture with an increasing impact on the urban areas and the city image. Is there evidence to suggest that subcultures such as street art also have an influence on city tourism? In the first part of this paper a literature overview is given on art and city tourism, popular culture, subculture and street art. In a second part, the insights gained provide the basis for case studies. For the cities Basel, Zurich and Berlin, tourism representatives, street artists and people responsible for cross-over projects contributed their views on the possible relation between street art and tourism. Especially projects such as the Flamingo Beach Lotel, the Backjumps Live Issues or the Carhartt Gallery raise public awareness for street art. Fuelled by the growing emergence of street art products, young and hip travellers find new motives for visiting a city. As a result, the interrelations between street art and tourism cannot be negated. However the question arises how to activate the potential which lies within the street art subculture and its image shaping power. Therefore the paper concludes with propositions for possible sustainable and authentic interconnections between city tourism organizations and the street art scene.

Abstract: It is always different and more complicated to measure customer satisfaction in non-profit companies or institutions where hard factors are not given or not relevant. A museum has, like any other institution, customers who want to be served satisfactorily. Since research on measuring the value of the Würth Forum had never been done before, this research was decided upon, with the main purpose of finding out how the Forum is perceived by tourists, the population and by its visitors. Moreover, it was aimed to determine their degree of satisfaction with the performance of the Forum. Questionnaires for each group were developed and implemented in three surveys. The detailed analysis and evaluation of the results of the surveys composes the main part of this paper. The first section focuses on evaluating literature and building a connection to the following empirical study. It covers topics by presenting definitions and explanations of customer satisfaction, general perceived values of museums, and cultural tourism. In between a delineation of the current Würth Forum situation is presented, as well as a detailed description of the characteristics and implementations of the questionnaires.

Abstract: If a International Ski Federation (FIS) World Cup race can not take place at the planned venue, the FIS looks for substitute venues which have the capability to organize FIS World Cup races at short notice. The selected venue is asked to organize a substitute event within a time period of 8 to 10 days. Weltcup Lenzerheide, which successfully carried out the FIS World Cup Finals in 2005 and 2007, considers itself as potential organizer of substitute FIS World Cup races. The objective of this bachelor thesis is to develop a strategic concept for the organization of substitute FIS World Cup races in Lenzerheide. The theoretical background about events and event management and introduction of the club, Weltcup Lenzerheide, provided the foundation of this paper. As a next step, information concerning substitute FIS World Cup races at short notice is collected in order to evaluate the critical success factors. Building on these critical success factors, the last chapter of the paper focuses on developing a strategic concept, which enables Weltcup Lenzerheide to organize races at short notice. The core of this strategic concept is an event planning process especially designed for the organization of events at short notice and a detailed work breakdown structure, which describes the main activities in a structure way.

Abstract: Japanese visitors are an important market segment for the RhB (Glacier Express) because of the high number of tourists and spending habits. A professional understanding of the Japanese consumer is therefore essential for successful business practices. This bachelor thesis mainly consists of an introductory part, of a theoretical section, and finally, of an analysing part of Japanese tourists in Switzerland. Even though, various literature about the Japanese tourists exist, only little research has been conducted on analyzing consumer and travel behaviour of Japanese travellers in Switzerland. Therefore, one objective of this research paper was to investigate the travel behaviour attitudes with focus on the traffic movement of Japanese travellers in Switzerland. To find this out, an on route visitor survey was developed and 375 questionnaires from Japanese travellers were collected. The second lead question was to compare existing findings with the empirical data derived from the survey results and see if there are any differences. In summary, this paper supports and enlarges the existing knowledge about Japanese travellers on the Glacier Express, in order to reach more customer awareness.

Abstract: Tourism is seen as one of the most increasingly growing industries worldwide. Based on a report by WTO (2007), the average world annual growth rate is 4.2%. It can be predicted that the growth of this industry has also lead to an increase in the number of suppliers, and therefore also the competition. Facing the increasing competition, and changing environment, in turn, also increases the importance of corporate entrepreneurship (CE) and its implementation. CE is expected to support sustained competitive advantage through continuous exploitation and exploration of new sources of knowledge. Thus, it can enhance the organizational financial and market performance. The aim of this paper is to find out how tourism companies implement the four dimensions of corporate entrepreneurship. The paper is based mainly on two aspects: theoretical and practical. In the theoretical part the existing literatures concerning the topic of CE is presented. The practical part is about the interpretation of the results from interviews. The key findings are based on the interviews with nine tourism companies in four business segments: tourism destinations, transportation companies, hotel industries and travel agencies.

Abstract: The growth in the tourism industry in the last decades has resulted in fiercer global competition among destinations. Possessing a prominent destination image and a distinctive brand are important competitive factors for a destination. Moreover, destination image influences both the decision-making process of potential tourists and the satisfaction level of their stay. However, the self-image of a destination created by branding and positioning may not always meet the image perceived by tourists. The paper deals with the difference in positioning obtained from the supply side and the perception on the demand side. Three main parts make up this thesis. In the first section, the literature review forms the basis of the research study. The second part consists of practical information gained through surveys on the perception of Basel’s image. A comparison is drawn between the interior view of Basel, given by Basel Tourism, and the exterior view of respondents. Regarding the exterior view, the results also include differences in image perceived by respondents questioned outside of Basel and those questioned within Basel. In the last part, suitable possibilities of balancing the interior and exterior views are put forward.

Abstract: The execution of golf tournaments plays an important role in most golf clubs. Due to the fact that golf clubs are mainly SME’s a professional approach to plan and execute tournaments is rarely used. The aim of this thesis is to develop a written paper which describes how to manage and evaluate a golf event. The paper is therefore divided into two parts. The first part is a theoretical approach on events in general. It consists of some definitions and analysis but mainly concentrates on the creation of event concepts, planning marketing activities, and sponsoring. The second part is a practical outline of a golf tournament which bases on the theory from the first part. It is arranged in a form which allows using the statements and explanations on any golf course. The paper includes many checklists and tables showing the process of organising golf events. A focus on the creation of sponsoring concepts and packages will help to attract new sponsors. In addition does the appendix include practice examples based on the requirements of the Golf Club in Alvaneu Bad.

Abstract: Currently alpine tourism experiences an evident structural change. Decreasing demand, changing customer needs and increasing competition lead to an ongoing tourism reorganisation within the alpine region. The main aim is to consolidate resources by the development of strong and competitive destinations. Nowadays, many regions are in the process of merging the numerous local tourism organisations into one coherent destination management organisation. This thesis consists of three main sections. As an introduction, the theoretical approaches regarding destination development and destination management are presented. In a second part, the paper outlines the processes of destination building on the basis of 10 selected case studies within 5 tourism regions in Switzerland, Austria and Italy. Thereby the single destinations are compared in relation to their performance and the processes of destination building. The third section focuses on the detailed analysis of the DMO Engadin – St.Moritz, followed by a benchmarking with the 10 evaluated case studies. The conclusion then points out the major deviations between the theory of destination development and the analysed case studies.

Abstract: Currently, the so-called sustainable tourism is more a niche market than broadly positioned. Problems of the tourism industry like drastic impacts on the nature and culture of host destinations continue to increase. A broader approach concerning sustainability, including mainstream tourism offers, is therefore demanded. The Kuoni Travel Holding Ltd. recognised this need and introduced a Corporate Social Responsibility (CSR) Strategy in 2006. A component of their strategy is thereby to work together with non-governmental organisations (NGO’s) in Switzerland and abroad to address social and environmental problems. The paper is mainly structured in three parts. The first part gives an overview about ethics and its growing importance in business. Furthermore, it takes a glance on the problem areas of the tourism industry and the instruments used to challenge them. In a second part, a more specific view on Kuoni is drawn with a focus on social projects together with NGO’s. In the last section, expert interviews conducted with the project manager of the CSR department of Kuoni and experts from different NGO’s build the ground to define factors of success and possible forms of collaborations to address the problems of the industry together.

Abstract: It is claimed that Zurich belongs to one of the world’s top ten trend destinations in the gastronomy industry. Next to bearing a cultural factor, Zurich’s restaurant sector plays an important role as an employer. This bachelor thesis tries to identify the most valuable profession within the restaurant industry and display the benefits of encouraging the employees holding this occupation so that they can actively contribute to the company’s success. In the first part of the thesis the literature review will be presented, where the topic will be covered from a human resources point of view concerning finding, hiring, and retaining exceptional employees. After the literature review, the concentration will be laid on every-day-business, so that the conducted benchmarking with various restaurants will show whether theory is being applied in reality or not. Based on this premise beneficial recommendations will be given. The analysis will point out the importance of the employees in the restaurant industry with a human resources-approach. Furthermore the industry and especially the external principal, in light of the expert interviews, will be given recommendations on how the employees can be retained and turned into star performers.

Abstract: Tourism is a growing business sector in many developing countries and it is often one of the only sources of income for poor people. Tourism development in poor regions has two sides. On the one hand it provides income and employment opportunities for poor people. On the other hand, a fast tourism development can destroy the natural and cultural environment and cause an unfair distribution of tourism income. The thesis analyses how Caritas Switzerland as a development organisation can realise sustainable tourism projects for poverty alleviation and regional development. The research consists of three parts. The first part examines sustainable tourism forms, approaches to planning and development of sustainable tourism in developing countries and different actors in the field of sustainable tourism in developing countries. The second part evaluates the strategy and project work of Caritas Switzerland. The third part analyses the statements of six experts with practical experience in the field of sustainable tourism and development cooperation. Based on the research, recommendations for a suitable tourism form, the tourism planning process, and possible partnerships with tourism actors are set up for Caritas Switzerland.

Abstract: Luxury hotels have been back in the spotlight over the last couple of years. It is a result of a prospering economy which leads to a continuously rising amount of affluent people all around the world. Hence a stronger demand for luxury accommodations can be expected. Nevertheless premium hotels are confronted with a crucial question, namely if their guests will set a focus more on luxury or more on lifestyle issues in the future. The paper is made up of two principal parts. In the first section a theoretical review helps to install a basic framework which reveals major findings for the further proceeding. The second section consists of three different components. Firstly an analysis of the present situation of the 5* hotel industry within Switzerland is conducted. Secondly a benchmark analysis with predefined parameters aims to find out the best practice hotel in the 5* hotel sector. Finally the evaluation of executed interviews with different experts from the tourism and hospitality industry takes place. The end of the thesis contains an outlook for the 5* hotel market as well as some recommendations for the Arosa Kulm Hotel & Alpin Spa.

Abstract: Within today’s globalised markets organisational growth is often equated with success. But the different possibilities for an organisation to grow and consequential impacts vary significantly. Depending on the industry, influencing variables may differ as well. The specific characteristics of a visitor attraction imply a thorough evaluation of possible effects if sustainable growth is aspired. The aim of this paper is to identify potential growth strategies and analyse their applicability to a current case within the leisure industry: The extension of the PILATUS INDOOR climbing hall. The first part of the paper elaborates a common understanding of important and relevant concepts. Moreover, different growth strategies are introduced and their particularities in context with the leisure industry are discussed. Customer satisfaction especially in regard to capacity utilisation is determined as key factor for the success of the future project. The second part illustrates the empirical approach including primary and secondary data analysis. Finally, the results are discussed and conclusions regarding the case of PILATUS INDOOR are drawn.

Abstract: This individual bachelor thesis deals with the topic of wedding tourism. More precisely said the main focus lies on Russian tourists wanting to get married in Switzerland. Numerous chapters will be concerned with the current and future touristic wedding market in Switzerland, the Russian society, wedding customs, religious views, and the new democracy. Some statistical figures provide information about the number of weddings contracted and the rate of divorces. The main focus is on the question if Russians are a new potential target group for «Switzerland Wedding», defining what they expect of a Swiss company that organises their wedding in Switzerland. A closer look at the strengths, weaknesses, opportunities and threats of «Switzerland Wedding» will then analyse what has to be done and taken care of if the company wants to go into the Russian market. Out of this dissection the author will then go into detail by giving recommendations for a future supply of offers within Switzerland and creating three different packages, mainly dividing those by number of participants, location, and costs.

Abstract: As families travel more often with their children nowadays, it becomes increasingly important to target those children. Besides, also suitable leisure products should be developed in order to attract families and especially children. Consequently, the first part of the paper gives an overview of the family’s travel behaviour in Switzerland, Austria and Germany. In addition, existing offers of the hotel and leisure industry are also included. Then, derived from this analysis, success factors of existing offers are identified. Hereafter, chances and opportunities for new providers and new offers are presented. To conclude, a summary of the general findings is elaborated and recommendations for future investors concerning children as target groups are given.

Abstract: Zurich is the largest marketplace for entertainment and gastronomy in Switzerland. Even across Europe, Zurich has one of the highest densities of gastronomic and entertainment establishments. Within this highly competitive market, Kaufleuten Restaurants Zurich has established itself over the last 15 years very successfully as a market leader. Currently Kaufleuten opened a new event location. By launching the Festsaal, a new potential big player entered the market. Now the challenge for Kaufleuten is to avoid an internal competition. The Festsaal has to be positioned in a way that it does not directly compete against the already established Kaufleuten Club. The main goal of the paper is to elaborate possible positioning solutions for the Festsaal. The paper consists of two parts. In the first section a theoretical overview about positioning and branding is given. Different literature is analyzed and commented on. In the second section a proposal for the positioning of the Festsaal is identified by benchmarking the direct competitors, selecting an appropriate target market and developing a branding and differentiation strategy.

Abstract: The demographic changes and the rapidly aging populations in Asia, America and Europe lead to the fact that the so called Baby boomers are becoming an important target group for the tourism industry in the near future. The Best Agers are experienced travellers who have more time and money to spend than the average customers. Therefore, high quality and an excellent service have to be guaranteed to attract this target market. Many tourism organisations realised the importance of Best Agers, but have not yet reacted. The aim of this diploma thesis is to adapt existing products or create new ones, which suit the needs and wants of Best Agers for Liechtenstein Tourism. A company, competitor, and an environmental analysis clarify the current situation of Liechtenstein as a tourism destination in the market. In addition, a communication action plan illustrates which internal and external communication actions Liechtenstein Tourism has to take to bring more people aged over 50 to the country.

Abstract: This individual diploma thesis examines the topic «Cross border day trips from Switzerland to Germany». It is the aim of this diploma thesis to analyse why and how often inhabitants from cities in Switzerland cross the border to Germany. Thereto a survey with inhabitants from 3 cities in Switzerland close to the border of Germany (St. Margreten, Kreuzlingen and Schaffhausen) and 2 cities farther from the border of Germany (Chur and Zürich) was executed. The reason for this distinction is to examine, if the distance of a city from the border is in relationship with the trip intensity. Further, it is shown with whom and with which means of transportation people living in those cities cross the border to Germany, how long and how many kilometres they travel, how much money they spend during their trips, etc. Finally it is analysed if the Schengen Agreement, which leads to an abolition of controls of people at the Swiss – German border in 2008, will have an impact on the trip intensity from Switzerland to Germany.

Abstract: The tourism industry of Switzerland is facing challenges to survive on the international market. Declining overnight stays and therefore retrogressive added value are results of an inefficient competitive strategy. The Office of Economic Affairs and Tourism in Grisons detected the threat and reacted. They launched a cantonal project to optimize the marketing efforts, to encourage the competitiveness, and to increase the economic wealth of the canton and its communities. This project aims at the reorganization of tourist offices and enforces them to merge to tourism organizations. The tourist offices of Obersaxen and Val Lumnezia are going to become a tourism organization. This individual diploma thesis focuses on this fusion and proposes a new business model for the prospective tourism organization. The fusion of tourist offices in Switzerland is always problematic. Too many communities or more precisely, members of the boards are involved which leads to lengthy decision-making processes and ends in demotivation and doubt. To find out how to develop a convincing business model, interviews were carried out with the persons involved. The results of practical and theoretical research were finally combined to present a new model.

Abstract: The aim of this thesis is to create a marketing plan targeting families for the Matterhorn Valley Hotels situated in Grächen in the canton Valais. Six three star hotels belong to the Matterhorn Valley Hotels. They cooperate in various business fields in order to increase cash flow, to lower costs, to strengthen the marketing power and to organize the succession plan for the hotels. The paper consists mainly of two parts. In the first section, the characteristics and challenges of small and medium sized enterprises found within the six hotels are described. Moreover, the target group family will be analyzed according to their market potential, their needs and occurring trends. In addition, the decision maker of the family will be identified. In the second part, suggestions for further marketing activities to attract families based on the findings of a SWOT-analysis and the analysis of the current marketing activities are presented. These suggestions include activities in the online marketing, viral marketing, customer relationship management as well as specific product adaptations.

Abstract: It is the aim of this paper to investigate the effect of a snow sport school on a winter resort. This is examined by gaining primary data mainly on the Swiss Snow Sport School of Davos, but in contrast also the school of the very small snow sport destination of St. Peter near Arosa is used as an example. Therefore expert interviews were the basis to gather information about this issue. Questions that had to be answered focussed on showing the schools economic impact and proving an interrelation between the profits of tourism related businesses because of its local snow sport school. Further the school’s role in the destination’s service chain and the instructors’ significance on the winter tourism is illustrated. Other aspects of the paper outline the history of skiing in general and in Switzerland, future prospects for the snow sport industry and the challenges for snow sport schools.

Abstract: The thesis focuses on summer holidays in particular on hiking holidays in Liechtenstein. At first the thesis begins with an environmental analysis to find out about the newest trends in the market which have an impact on the tourism industry. The focus is mainly on demographic, economic, ecologic, technologic and political developments. Then special attention will be given to the analysis of the destination itself. All for the tourist relevant aspects of the destination are described and evaluated. Afterwards, the market potential of the hiking market is evaluated and the strengths, weaknesses, threats and opportunities of Liechtenstein as a hiking destination are exposed. Next, an analysis of the direct competitors is made. The main focus of the competitor analysis is set on the product offers and marketing strategy of each destination. After all these analysis, suitable market segments are described and marketing goals are defined. Finally, a marketing strategy is developed and with the support of the marketing P’s (price, product, place, promotion, partnership, physical evidence, people, process and packages) described.

Abstract: The aim of this thesis is to find out all components which are essential when striving for a successful international broadcast of a large-scale event. The thesis is mainly structured in five parts. In the first part several definitions are given to explain the task and show its limitations. In the second part, from multiple sources, all success-factors for an international broadcast are gathered and explained in detail. The organizational, technical and hospitality requirements of broadcasters on spot during an event are listed in the third part. This overall desk research builds the basis for the qualitative interviews with event-organizers and broadcasters of largescale events which present the fourth part of the thesis. On the one hand event-organizers share their experiences from daily business, explaining how media work should be conducted to meet the broadcasters’ needs. This media work includes the preparatory work before the event takes place. On the other hand broadcasters state their requirements before, during and after the events, to guarantee maximum efficiency thereby ensuring a successful broadcast. With all these inputs a handbook is presented which consolidates best practice from a literature review and interviews. It shows by means of check-points the approach of event-organizers before, during and after the event to guarantee a successful broadcast.

Abstract: The aim of this individual diploma thesis is to establish a strategic business model for a hotel that is run as a social firm. Social firms offer disabled and disadvantaged persons a chance on the labor market. The paper is mainly made up of two parts. The first part provides the theoretical background information about social firms and also analyzes the present situation of social firms in Switzerland. The second part of the paper concentrates more on the practical side. A concrete strategic business model for a hotel that is run as a social firm is established. This hotel is located in Davos and the idea for this project emerged from a cooperation between Caritas Graubünden and Davos. A business strategy and a management system are established, the products and services are described and the market is analyzed. Furthermore, a marketing and sales strategy is developed and the human resources are looked at in detail, as this is an essential topic in a social firm. Moreover, the infrastructure that is needed based on the strategic approach is defined. The closing word sums up the whole topic.

Abstract: In Berne Brünnen a new part of the city will be developed. The main part of the new development area, is the leisure and shopping centre Westside. This complex includes the Hotel Holiday Inn Westside which will be opened on the 8th October 2008. The paper aims to find out which marketing activities the Holiday Inn chain, from the operating company Turicum Hotel Management AG, should participate in. Therefore the first part of the diploma thesis presents a market analysis of Berne. The second section outlines the planned strategies of Bern Tourism and Swiss Tourism. The first two parts give the base to decide which marketing activities it is useful to participate in. The last part shows the contribution the Holiday Inn Westside will make towards the development of Berne.

Abstract: In 25 years time, 32% of the whole Swiss population will be above 65 years old. This is a rise of 50%. However, demographic changes are greatly affecting the tourism and hospitality industry and force an adaptation of the tourism infrastructure. In order to remain successful, the 4-star hotel Cucagna in Disentis must reconstruct its infrastructure as well as its product offerings. My diploma thesis is made up of four main parts. The first chapter introduces the demographic changes of the Swiss population. Moreover, I analysed the values, needs, lifestyles as well as the purchasing and buying behaviours of the senior customers. In a second step I defined the actual situation of the hotel Cucagna and its all-inclusive offerings. According to my focus group interviews and a SWOT analysis, I created potential product and service improvements. In the third chapter, I focused on the senior marketing which is a new and quite unexplored field. Furthermore, I outlined the possibilities for the hotel Cucagna to reach the senior segment. Finally, in the last chapter, I evaluated the different communication channels and defined the best and most effective ones. To conclude, I draw some conclusions and findings for the hotel Cucagna.

Abstract: Everyone has heard of music festivals like for example the «Rock am Ring» or the «Wakken Open Air», where up to 150’000 people enjoy the music, the atmosphere and of course spending time with friends. But who has ever thought of what it needs to organise such an event? The party and concert provider Divus Modus from Zürich is planning to organise a music festival in Sargans. This festival should last several days and is planned to be realised within a timeframe of 3 years. The aim of this thesis is to provide a practical and reality-near event concept and marketing plan for the music festival in Sargans. First of all, existing literature about event management and marketing is explained. In a second step, this theory is applied to the real case of this specific festival. As this event will have several impacts for the tourism in the region of Sargans, the last step of this paper is to show and to evaluate these possible impacts.

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

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

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

Abstract: As an effect of internationally acting companies and an advanced globalisation, the importance of languages has increased. LinguaService, a language travel agency located in Trimmis, has been operating in the market for 15 years. However, the market had been a source of considerable changes in the past. What are the future success factors in this business? The aim of the paper is to evaluate the potential of the market as well as the company and in the end to work out a marketing and business development strategy for the future. The paper can be divided into two parts. The first one has its focus on the market and company analysis. Firstly, the language travel market is examined including consumers’ opinions and the assessment of other market players. Secondly, the company’s strengths, weaknesses but also opportunities and threats are evaluated. After having analysed the current situation, the focus lies on working out a strategy for the future. Not only is the strategic direction of the company concerned but also specific parts like marketing activities. Furthermore, marketing measurement methods are developed with the goal of controlling the effectiveness of the marketing activities.

Abstract: As Grisons depends on the tourism industry, it would be a good opportunity to offer an additional tourist service which is strongly related to the region. Wine tourism would suit the region because it is in line with the image of a mountain canton because it is original and authentic. There is no final definition to what wine tourism involves and who the wine tourist is. The general tourism trends are also valid for wine tourism. The value shift goes towards an individual leisure time orientation, self-realisation, materialistic goals and sociability. The future wine tourist has experience in travelling and is looking for educative and also experiential components. To reach a broad public and to create positive experiences, the four realms of experiences have to be taken into account when staging wine tourism. There are several ways how to stage an experience. But the most important point is to consider the supply side as well as the demand side when planning a staging. Therefore, customer surveys as well as expert interviews were made for this thesis. The results get compared with each other in order to find commonalities. The closing word is going to conclude the entire thesis.

Abstract: The Zoo Zurich is a popular attraction for tourists. As the competition among leisure facilities increases, the Zoo Zurich aims to raise its competitive position. Therefore, they would like to adapt their products and services to the customer needs. However, they do not have any data about the visitors yet. Thence, a customer survey has to be conducted, including qualitative and quantitative criteria. The marketing department aims to know from where their visitors come, how they reach the Zoo and which languages they speak. Furthermore, they capture the opportunity to ask, what the tourists expect and if there is a cognitive dissonance. In a further step, all data generated will be gathered and evaluated. Based on the results and the given comments of the asked visitors, suggestions to improve are developed. Afterwards, the proposals will be transferred into a prioritisation matrix to define possible implementation difficulties. Finally, an action plan will be created to plan further strategic steps.

Abstract: The thesis covers the importance of water and its effects as a brand. Through analyzing two markets and the benefits water creates, provides insight into its potential and its trends. Through analyzing two mineral water markets, and two major mineral water brands, Evian and Valser, and researching the destinations from where it originates, the history of the water and the companies, and the connection between the brand and the destination, what was the level of visibility and benefits of the brand to the region as a tourist destination? In both cases of Evian and Valser practically no cooperation. The main goal of the thesis is to understand the potential Valser could have on Vals the destination and in which ways they could collaborate to create a win-win situation for both sides. A cooperation model, with a new collaborated strategy and some advertising campaigns were created. Many companies, which have the opportunity to collaborate, pay little attention to its potential. These brands could relatively easily, help develop a tourist destination and increase its image, popularity and sales through defining their heritage, or adding a «life story,» or making a personal connection to their consumers by allowing them to experience their origins.

Abstract: In the last decades the destination Mallorca has faced many changes. The boom of the real estate market, the change from mass tourism model to a more sustainable tourism model, the change of the image of a cheap destination to visit, to the «Florida of Europe» and finally the declining number of tourist arrivals after the implementation of the Ecotax and the 11th September 2001. Mallorca is nowadays the most popular holiday destination for the Europeans and there are many different classes of tourists which come together in Mallorca. Those tourists come because of the diversity of the tourist product, with its beautiful untouched landscape of mountains and the sea. Environmental protection is important for the quality of life of the present and future generations. The challenge for the government of Mallorca consists of connecting environmental protection in such a way with sustainable economic growth that a lasting development is reached in the long run. Mallorca especially suffers from the damage which mass tourism has left over the last decades and there are many environmental programs which aim to protect, conserve and improve the environmental conditions to maintain the future of tourism in Mallorca.

Abstract: In the future, airlines will concentrate their international flights in Europe to a few selected airports. Airports, which supply an adequate capacity and the best offers, will attract the airlines. Short transfer times, punctuality, attractive environment and low fees are essential. To stay competitive, airports need to be progressive and generate revenue, which is not directly connected to aviation. Therefore, airports are changing more and more towards becoming multifunctional centres – airport cities – with a wide range of products and services. However, to increase land- and airside non-aviation revenues, Unique has to understand the needs and wants of its customer segments. With appropriate and attractive products and services for flying and non-flying customers, dwell time could be lengthened. The dwell time is in correlation with the spending behaviour. It is the time in which customers can shop and consume. Other terms such as new technologies – e-tickets, e-check, etc. – and increased security requirements since 9/11 are influencing the dwell time as well. The target of this diploma thesis is to present ways in which to lengthen the dwell time and as a result to increase customer spending at the Zurich airport.

Abstract: The first part of the diploma thesis outlines the key factors of sustainable «Maiensäss Tourismus» in the Swiss Alps. Firstly, the concepts of ecotourism and sustainability with its three spheres are described. Secondly, the characteristics of the demand and supply of sustainable Maiensäss Tourismus» are highlighted. The environmental and trend analysis covers influencing factors on the «Maiensäss Tourismus» from a social, political, ecological, economical, and technological sphere. Finally, the five key factors are integrated in the model of sustainable «Maiensäss Tourismus». The second part of the thesis applies the above model on the current «Maiensäss-Resort» project Aclas Heinzenberg. The main focus is on the moment of truth, when the demand and supply side meet. In the first chapter the philosophy, location, target group and business model of the project are described. In addition, deviations from the definition of sustainable «Maiensäss Tourismus» are pointed out. Secondly, an extensive SWOT analysis is conducted, resulting in strengths, weaknesses, opportunities and threats of the project. In the final chapter implications and recommendations are derived.

Abstract: By the end of the project «Enjoy Switzerland» in June 2006 the introduction of a guest card in the Lenzerheide was consistently postponed. The aim of this individual diploma thesis is to identify the most appropriate guest card model for Lenzerheide. Four most frequent models are compared by a SWOT analysis and analysed with regards to the five dimensions of value. Additionally, the main service providers of Lenzerheide were asked to give some personal input. Based on this information the most appropriate model is evaluated. The club system appears to be the most appropriate model, as it responds best to the different decision criteria. Furthermore, the chosen club system model is defined regarding its content and its additional framework requirements and different variants of the model are given in order to provide certain elbowroom. An overview of the most important milestones and responsibilities is given, which serves as a guide. The result of this diploma thesis aims to provide an additional and external view of an appropriate guest card model for Lenzerheide and can be used as a basis for the introduction of a Lenzerheide guest card.

Abstract: When looking at the sport market and the relating number of sport stores offering traditional consultancy services, it turns out to be a saturated market. The Sport-Trend-Shop in Hinwil (STS) is one of the biggest independent sport-stores of Switzerland that wants to approach a new business field. This field needs to be in relation to the existing strategic business areas (SBA`s) of the STS. The STS aims to create corporate- and incentive events for medium- to large sized companies of the region Zürcher-Oberland that want to experience a unique event, which combines business with sport activities at unique places off the beaten track. This new service creates value for the clients as well as for the STS. On the one hand, the targeted companies profit from different kinds of events. On the other hand, the STS profits from an extended target market. Therefore, the main purpose of this assignment is to identify potential strategic business areas and to create a marketing- and event strategy for possible corporate and incentive events. For that, a company analysis with the corporate direction of the STS and a market analysis with trends and requirements need to be done. These practical oriented tasks are supported by a profound theoretical fundament.

Abstract: In general this individual diploma thesis deals with the subject of distribution in tourism. Thereby the paper is mainly focusing on the indirect distribution of tourist services with the use of tour operators as intermediaries. In the first part of the paper, basic distribution principles are outlined. Afterwards a brief survey provides an overview how various tourism organisations in Switzerland distribute their services. The next topic covered is about specialities and trends of distribution in tourism. Furthermore the role of different intermediaries in the tourism industry is outlined. The second part of the paper describes how distribution with the use of tour operators can look like. A model displays the different options how tour operators can be deployed in touristic distribution channels. Moreover the implications of such a partnership are outlined. The model finally is adapted to the needs of the principal. In the end the paper provides some proposals regarding potential distribution partners according to the principal’s requirements.

Abstract: The main goal of this diploma thesis is aiming to understand, analyze and interpret the leisure and mobility behavior in free of charge public events. The thesis is mainly structured into two parts, a theoretical and a practical part. In the first part, the leisure and mobility behaviour of the Swiss, Germans, and French in general are analyzed. Furthermore, the leisure and mobility behaviour of festival visitors and the catchment area of open air events are examined. In addition, the free of charge public events and youth culture festival market is analyzed. The current youth culture festivals are benchmarked and the potential of the catchment area of the Jugendkulturfestival Basel is identified. At the end of the theoretical part the findings are summarized and a conceptual conclusion of the first part is drawn. In the second part, the Jugendkulturfestival Basel is analyzed and evaluated. Moreover, a visitor survey has been done to analyze and evaluate the demography, the leisure and mobility behaviour, and the catchment area of the festival visitors of the year 2007. At the end a proposal is written including how the current festival could be improved and what marketing measures could be applied in the future.

Abstract: Countries within the Gulf Cooperation Council in the Middle East have been steadily decreasing their dependence on traditional income sources such as oil and gas, instead focusing on more sustainable industries such as tourism. The Sultanate of Oman in particular is actively undertaking joint ventures with international development companies to develop world-class tourism infrastructure. Developments are focusing on tourism infrastructure such as resorts, hotels, spas and golf courses, capitalising on the natural beauty of Oman. International developers are attracted by access to prime developable land and the designation of this land as integrated tourism development zones. This designation allows for the sale of residential property within these zones as freehold (100% ownership), a legal status not currently otherwise granted. This, combined with tax exemptions, makes such developments very attractive to international firms, and ensures the Oman tourism industry benefits from world-class facilities. This thesis, based on extensive interviews and research, analyses this unique tourism initiative and provides marketing strategy recommendations for the companies involved in promoting Oman to property development companies.

Abstract: Nowadays, customers want to fulfil or exceed their expectations, when they visit a destination. If so, customers are satisfied and may become loyal and return to a destination. Another effect of customer satisfaction is positive word-of-mouth, which decreases marketing costs for a destination. To know, how satisfied customers are, is very important for a destination since it indicates how competitive a destination is and shows ways to improve the destination’s offers and services. The IDT is divided in three main parts. First, there is a literature review about different theories of customer satisfaction and about market research tools. Then, existing customer satisfaction measurements of international and mainly national destinations are shown and compared. Based on the result of theory and the comparison of the different destinations, an application of a customer satisfaction measurement for Davos Tourism is created. The final purpose of the thesis is to support Davos Tourism by creating a customer satisfaction measurement for their customers.

Abstract: This individual diploma thesis aims to develop a marketing mix for the cultural music festival ROARING HOOVES in Mongolia. ROARING HOOVES is an international festival, which takes place once a year in the Mongolian desert Gobi. Musicians from all over the world travel to Mongolia to make music together with Mongolian artists and share their traditions. The ROARING HOOVES focuses on combining Mongolian tradition and western culture with music. The thesis is structured in four main parts. The first part investigates the theoretical part of festivals, culture festivals, and the marketing mix. The second part is an analysis of the festival, where the potential of the festival, its target market, competitors as well as the festival specialties are looked at. In this way potential improvements are identified and the areas on which the marketing mix should focus on are highlighted. The third part covers the development of goals and a marketing mix for the festival. Finally implementations and a critical statement are given.

Abstract: The Cube Hotel Savognin is a young product which faces the problem of competing for different target groups. On the one hand families are a crucial market, on the other hand individual sporty guests as well as business events make up a great share of all the customers of the Cube Hotel. This thesis defines different target segments, pricing strategies, communication channels and suitable sales tools of the hotel. In addition, development perspectives of each target segment are evaluated. As a last step, possible improvements at the operational level of the Cube Savognin are proposed. The main goal of this thesis is to identify synergies how communication channels and sales tools can be combined in order to save resources.

Abstract: The growing Russian outgoing tourism market has in the last few years led to an increasing interest among Swiss tourism companies. However, few tourism enterprises are actively engaged in this market as yet. Pilatus Bahnen AG, a well known attraction of the Lucerne region is planning to target this promising market in the coming years. In the first part of the Diploma thesis, the Russian outgoing tourism market with its characteristics is analysed. The second part gives an overview of the Russian guest coming to Switzerland and his special needs and travel patterns. These two sections are of primary importance since Pilatus Bahnen do not yet have a clear picture of the Russian market and its people. Based on this analysis, the potential for the principal of targeting Russia is derived. In a further step, the appropriate strategic approach of how to enter the Russian target market is suggested. Finally, a practical proposition of the suitable short-, medium- and long-term marketing activities is illustrated. This action plan is based on the findings of the previous chapters to ensure a tailored approach to the promising Russian market.

Abstract: Current research indicates that in Switzerland 90% of all distances in everyday life are covered with the motorised individual or public transport. 70% out of these are covered with the car. An alarming situation when considering that this behaviour does not only harm the environment but also people’s health. The assignment introduces one organisation, which is trying to stop this development. The people behind the project «Schweiz Mobil» put an effort in encouraging the human powered mobility. With signalled routes and heavy marketing activities they try to enhance Switzerland’s attractiveness as a country with unbeatable cycling, mountain biking, hiking, paddling and skating offers. Oberhalbstein is a valley where a part of the mountain bike route «Alpine Bike Nr. 1» leads through. The paper develops products to fulfil the needs of the mountain bikers as best as possible. Furthermore, factors for a successful implementation of the project are highlighted.

Abstract: A period of rapid change, driven by globalisation, changing consumer behaviour and technological innovation is going throughout the whole tourism industry. The choice of effective distribution channels is becoming one of the most critical and challenging managerial decisions determining the competitiveness and profitability of any organisation. Deregulations, liberalisations and declines in prices and yields are especially affecting the development in the airline business. Therefore, the reconsideration of distribution channels is essential to reach new target groups and to strengthen brand awareness. The paper is made up of three main parts. In the first section, the literature review provides a basis for the research study. Secondly, practical information is gained through case study research. A market analysis and three exploratory interviews, made with Hotelplan AG, Kuoni Reisen AG and TUI Suisse Ltd, provide insights into the transformation processes taking place on the demand- and supply-side. In the last section of the thesis, suitable platforms for the distribution of leisure travel are defined and an effective and sustainable future business model for Swiss International Airlines Ltd is suggested.

Abstract: Creating customer experiences is no longer limited to theme parks. In the last few years, different companies from other industries implemented aspects of customer experience. It has been shown, that experience elements play an important role concerning customer satisfaction and help to differentiate strongly from competitors. However, only a few examples of customer experience approaches can be found in the airline industry. Therefore, the subject of the diploma paper wants to close this gap and to show possible approaches towards these business efforts. The aim of this diploma paper is the creation of a customer experience concept for Helvetic Airways. In order to reach this goal, theories, models and examples concerning customer experience management are shown and evaluated. Moreover, the airline industry is described and analysed. Finally, a specific concept for Helvetic Airways is presented. The concept shows specific ideas, approaches and limitations to implement customer experience management in the airline business of Helvetic Airways.

Abstract: Over the last couple of years, the ongoing globalization led to the opening and emergence of new markets. Due to the huge number of products and services, customers have to handle an enormous mass of information. As a service provider, it is important to stand out from the crowd. This can only be achieved through a clear communication strategy which combines several instruments to ensure an effective communication. The purpose of the thesis is to investigate the factors that influence the accommodation sector regarding their way of communication. Moreover, this study will identify common characteristics, needs and problems that are associated with special hotel company structures. With the foundation of the Matterhorn Valley Hotels AG, the involved partner hotels took on a pioneering task in the Swiss hotel industry and this spirit of innovation is intended to be kept up. The thesis ties in with existing communication and completes it with the aim to build up a specific and professional communication concept.