Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: In the knowledge based society of today, the effective and systematic usage of know how generates a competitive advantage. The principal of this diploma thesis, Michael Meier, suggested to examine how know how management (KM) can be applied efficiently at Chur Tourism in order to sustainably store the employees’ implicit know how. First, theoretical background information about know how and types of know how are given. Then the term KM, its functions and two different models are illustrated. The most important prerequisites culture, reward systems and technology are explained next. By means of internet research it was investigated whether the tourism industry already applies KM and a successful KM approach of Siemens is commented on. With focus on Chur Tourism, after a short introduction, in different phases the goals of KM are defined, the current state in terms of KM approaches is examined and weak points are detected. In the concept phase, different suitable tools for KM are presented and further recommendations and implications for Chur Tourism are given.

Abstract: The size of the catchment areas of water parks are crucial planning factors for the overall water park industry. In a changing leisure environment, due to more flexibility and mobility, this thesis emphasises, that catchment areas have expanded. Customer behaviour has changed, in the way that they are willing to drive longer distances to reach water parks. High attractive water parks have bigger catchment areas than low attractive ones. The paper first gives an introduction to the water park industry with its trends and different forms of water parks. Secondly, traditional approaches for the evaluation of catchment areas and theoretical catchment areas of water parks are shown. The last part consists of a verification of the theoretical catchment areas of Swiss indoor water parks. In this part, the results of a survey are compared with the theoretical approaches. Every water park has a unique profile of its catchment area which is influenced by the accessibility in terms of traffic, geographic conditions and the availability of other leisure offers. The sizes of catchment areas are dependent on weather conditions, seasonality and national boarders that influence customers in their decision making process.

Abstract: The aim of this paper is to find out whether the transport cable railway Flimserstein can be used as tourist attraction. In the first part, the actual situation including positioning within the existing brand strategy of Flims is introduced. The next chapter focuses on the definition of an innovative model with the important milestones and project steps. The model shows the actual procedure of the main part of this thesis. It starts with an analysis and strategy. Out of that a business idea is worked out for that specific project. In a next step new products are introduced as well as a conception development for the whole project. The new products are divided in core products, in facilitating and supporting products as well as in augmented products. Furthermore a feasibility study is made to prove whether a realisation makes sense, not only in an economical but also in an ecological and social way. In addition a business plan illustrates different solutions for the cable railway as well as for the other products and services and provides information about costs, prices and investment. Last but not least suggestions for a project timetable are made and the most convenient communication tools are mentioned.

Abstract: The organized graduation trips are an upcoming entity in the Swiss travel market. In Austria the trend exists since years and is ready to move over to Switzerland. To assess the differences and to enable an appropriate market entrance for Splashline Austria Ltd. the Swiss market was observed. The paper is divided into two parts. First psychological and social phenomena as well as motives influencing the graduating students are elaborated on. Additionally the main features for future marketing were derived and a comparison of the history of both countries was incorporated. The second part analyses the Swiss market for graduation trips based on a survey. It shows which trends are coming up and which criteria have to be met to position Summersplash in the Swiss market. Through the comparison of theory as well as of Summersplash Switzerland to Summersplash Austria the potential for the Swiss market is elaborated. Based on the market and company data, the findings of the survey and the interviews the chances and risks for Summersplash Switzerland are derived. For the smooth execution of the organized graduation trip the future potential of the Swiss market is deduced and necessary steps are recommended.

Abstract: This diploma thesis «Tourism and Living - Mixed use living, an International Benchmark,» explains the initial situation of the accommodation industry and its development. Due to the shift in the second home industry from traditional hotels to new and modern mixed use living properties, the main goal of this diploma thesis is to prove the different existing shared ownership models and to recommend the most suitable model for the new resort The Rocks in Laax. The thesis consists of five main parts. The first section will focus on trends, which lead to changes in living conditions. Furthermore, future tourism trends will be explained, specifically those, which will affect the accommodation industry most. The second part will give an overview of the initial situation in the second home industry and will examine the situation in Grisons in further detail. The third part of the thesis is a deeper look into the different ownership models to give an overview of the complexity of the condominium industry. Then a demand analysis of Hapimag and Landal Green Parks will be presented. Out of the findings of the ownership and demand analysis, some recommendations for the resort The Rocks in Laax will be suggested.

Abstract: In the last decades the structure in the fair business has changed due to many reasons. Cash discounts can be snatched all year round; the expectancy of the exhibitors and visitors has increased; many other events taking place raises the indirect competition. These were just a few examples which prove that it has become crucial for a fair to work effectively and efficiently to survive in the constantly changing environment. It is the aim of this thesis to evaluate structure and process optimization approaches with a practical example. The paper starts with an introduction and an overview of the fair business. Then the following part analyses the structure and the processes of the organisation of the fair «Higa Chur». Resulting out of that analysis possible areas of improvement are defined. In the last step optimisation approaches are worked out and an implementation plan is created.

Abstract: Tourism destinations in Grisons are having problems to attract enough guests in the summer season in order to work profitably. Therefore, many destinations have been searching for additional attractions with which they can improve their summer product and generate more guests. Hence, the paper aims to answer the question whether it is possible to implement a wildlife park concept such as the one of the Natural Park and Zoo Goldau in a skiing resort within Grisons in order to improve the summer offers of the particular destination. The paper will first focus on several current wildlife park concepts which could be used by destinations. Then it analyzes the concept of the Natural Park and Zoo Goldau in detail in order to find out its key success factors and future challenges. In a next step two thinkable wildlife parks for a tourism destination in Grisons are presented including qualitative- and quantitative figures as well as possibilities for synergies point out the chances of success for a wildlife park in a skiing resort.

Abstract: Multicultural teams are gaining much importance in the private industry and particularly in the hospitality business. Such a development requires an adaptation of human resource (HR) management and motivational tools according to the special characteristics of multicultural teams. Motivation is crucial, because only motivated employees are able to deliver high quality of services. The paper is made up of two sections. The first part gives an overview on service quality and human resource theory. Moreover the topic of cultural diversity is covered. Based on the review of academic literature a toolbox of ideal service quality and HR practices for companies with multicultural staff is developed. The second part of the paper applies the theory to the real case of the Hotel Seedamm Plaza. The service quality and HR tools, which already exist at the company, are carefully analysed. Furthermore, a benchmark with other leading hotels in the area of service quality and HR is made. Within the last section of the paper recommendations for improvement and implementation are given to the Hotel Seedamm Plaza.

Abstract: The motivation of employees has gained much importance for many companies over the last few years. Employers have recognised that a motivated workforce can be of huge relevance for a company’s business results. But how to motivate them? Are there ways of influencing your employees by corporate communication? What this diploma thesis tries to figure out is the impact of a company’s internal and external communication on the employees’ willingness to work hard and on their satisfaction at work. To get an overview about the two main subjects of this paper motivation and corporate communication I analysed current literature about these topics. In a second step I examined the actual communications system of the Nuklearforum and asked its employees about their opinions and improvement propositions. Furthermore, I worked out a communication concept for the Nuklearforum which has the aim to facilitate an optimal corporate communication in the future.

Abstract: Several factors intensified the competition within the airline industry such as recent technological and economical developments and deregulations. The possibility for rapid information comparison leads to an increasing consumer market power. The task of marketing communication is to catch the customers attention and to interlink the company with its customers, which has become challenging because of two main reasons. Firstly, the offer of information and advertising has sharply increased over the last years. Secondly, familiar communication channels changed significantly due to the alterations in customer behaviour and in the media scene. This paper consists of three main parts. The first section handles the literature review, which provides the basis for the research. As a second step, case study research was applied to gain practical information. For this purpose a market analysis was conducted and three exploratory interviews were carried out with SBB, Hotelplan AG and Kuoni Reisen AG. In the last section of the thesis, general recommendations are provided and a suitable business model for Swiss is suggested.

Abstract: The competition at the tourism front is getting harder and bears a challenge for each tourism organization. The requirements for the umbrella organization of Appenzellerland Tourism AR (VAT AR) and its several small tourism offices increase constantly. At the moment, many tourism organizations are in the process of rethinking their structures. To build so called Destination Management Organizations (DMO) is one of the key findings when developing new tourism structures. DMO’s bundle the strengths of the different organizations with the result that a destination is getting more competitive through a task sharing concept. Also the VAT AR wants to consider its current structure with this Diploma Thesis and search for a new structure and task sharing concept in Appenzell AR. The paper firstly describes the change of tourism in the last years and explains the most common business models of the future tourism organizations. On the basis of best practices like the DMO in Graubünden or Südtirol, the new business model for the Appenzellerland AR is educed. Lastly, at the end of this paper, recommendations are given how to implement the new business model in the Appenzellerland AR.

Abstract: The hotel business belongs to the tourism industry which is one of the most important economic sectors in Switzerland. Since a few years the branch faces big structural changes. The different conditions within the market and an increased international competition in the tourism field led to the loss of market shares. Until today, many hotels are disappearing from the scene. In general, the Swiss hotel market is still characterised by insufficient profitability, strong indeptedness, small net assets and strong investment needs. This paper reflects the actual situation within the Swiss hotel industry and gives an overview about the potential success factors for hotel investments in Switzerland. At the beginning stands the differentiation between mountain hotels and their branch partners in the cities. Afterwards, structural success factors are pointed out. Furthermore the financial success factors are highlighted and in a last step recommendations are given.

Abstract: Everybody knows an outdoor minigolf place. These outdoor minigolf places were created thirty years ago and are nowadays old. These old outdoor minigolf centres are an idea of the past and old ideas are not able to attract customers anymore. It is time to develop new ideas to attract the customers again. This is the aim of this individual diploma thesis. The work is divided into three parts. The first part is an analysis of the present situation in the United States and in Switzerland. The second part shows the leisure situation around Chur and the last part makes three different suggestions for a future indoor minigolf centre in Chur.

Abstract: The start up company Better Diamonds AG established a new brand, which is called Augenstern. The brand Augenstern stands for diamonds, which are made out of a human body, in specific out of hair. Due to a special technique, the graphite can be gained out of the hair. Afterwards, The hexagonal crystal fence of the graphite is turned under high pressure and high temperature. What changes atom by atom into the cubic crystal fence of a diamond. However, the stage of the product life cycle is at the beginning and ready for the market. Therefore, the purpose of the paper is to investigate the market. In a first step a survey was carried out. Derived from the findings of the survey the segmentation, targeting and positioning was developed. The mid part of the paper was the verification of the two unique selling propositions of the brand Augenstern, which are Swiss Made and diamonds made out of a human body by 100%. Due to the findings of the previous chapters the communication content and the appropriate means have been established and evaluated. As well as the development and recommendation of distribution channels. The last part of the paper was to find out the role of deluxe hotels and souvenir stores concerning point of sales.

Abstract: In times where competition among destinations is getting stronger, tourism guarantors of any resort should know their own performance level and those of their rivalries. To find out and to understand if or why the tourism performance of the alpine city Chur is competitive, a destination benchmark is developed. The five alpine cities Chur (CH), Innsbruck (AT), Garmisch-Partenkirchen (D), Meran (I) and Brig (CH) will be benchmarked within this thesis. For this purpose in total 50 benchmark criteria, comprising both internal and external destination data will be developed. After gathering the information required, the performance level of the benchmarked destinations will be compared and analysed. The result will be the clear identification of the best practitioner among the five tourism regions. The thesis will be closed with a suggestion plan to the principle, if and how the tourist strategy of Chur should be adapted in order to reach another performance level. Finally, recommendations for the prospective usage of benchmarking as a strategic instrument to Chur Tourism will be provided.

Abstract: Many tourists are heading to Europe or Asia, not only to enjoy, but also because of their ambition for self-improvement. Most tourists are availing of medical travel packages to travel for surgery, scenery and personal services now popularly known as Medical Tourism. Ten years ago, medical tourism was hardly large enough to be noticed. By contrast, the international wellness boom started to gain ground. This individual diploma thesis is subdivided into multiple parts; mostly to retrench and to apply Occam’s razor. In the fist part a holistic illustration of tourism trends, definition of wellness as well as medical tourism is made. Furthermore, the differences between the two terms are declared. In the second part, the international Medical Wellness market is analysed, including a description of the theoretical approaches of customer decision making process. Finally, the Medical Wellness and Medical Tourism market, in consideration of the customers needs, is evaluated. Out of this data recommendations and suggestions for Wellness, especially for Medical Tourism providers are given.

Abstract: This diploma thesis examines the topic «International Personnel Assignment: Concepts, Cultural Differences, Difficulties and Benefits». Many hotel operations have adopted a multinational focus in the last decades. Intense competition and over saturation in domestic markets, and an increase in international travel has led to global expansion. However many hotel corporations experience a high level of failure among international personnel assignments due to the lack of technical competence and adaptability of the expatriates. A major challenge for the Human Resources Department is to successfully select and retain personnel in management positions for overseas properties. Since expatriate failure is expensive for a hotel corporation it is necessary to develop effective strategies and programs for the international personnel assignment. The main aspects and problems of foreign assignments will be indicated and solutions will be suggested as well as the selection of qualified employees, intercultural preparation, assignment and reintegration of expatriates will be discussed.

Abstract: Grisons` achievement in the tourism sector has underperformed steadily since 1990; As a consequence, overnight stays have dropped, workforce has been reduced and the tourist net product has decreased over the last years. Grisons department of economics and tourism have initiated an economic mission statement with the goal to build up different destination management organizations (DMO). In this thesis these DMOs are being looked at and compared. The first part deals with theoretical issues coming from the department of economics and tourism. As a second task the current situation is examined and presented. Each region is briefly described according to the status in which the process is now. The process of DMO building is evaluated under the aspect of best practise with a focus on employee involvement. Therefore a small research is carried out in the field of the DMO Davos/Klosters in form of tourism organizations` staff of these two locations. Furthermore the research also includes stakeholders` perception and anticipation in Davos/Klosters. In the last section there is an outlook for the realization of the DMO Davos/Klosters.

Abstract: Wellness is an often used expression for various goods and services. It ranges from wellness yoghurts to fully packaged holidays in a 5 star wellness hotels. The aim of this thesis is to illustrate the current state of the wellness industry and to draw out future prospects. What structures exist in Switzerland and in the adjacent countries Germany, Austria and Slovenia? How do these countries handle the term wellness and how is it performed? This will be further analyzed by a benchmarking between those countries. Experts and providers in the wellness industry were interviewed about their opinion of the future development and the potential that is still uncovered. The first part of the paper covers the question how the wellness market is structured enhanced with a chapter about quality programs that help to make the providers of wellness services more tangible. The second part presents a benchmark of the mentioned countries and gives an outlook of the way the wellness industry could develop in the following years.

Abstract: Tourist added value through small sports clubs is a topic that has not yet been researched. The target of this individual diploma thesis is to analyze and present the current situation of the destination Chur regarding tourism and small sports clubs. To be able to determine the destination factors it was necessary to introduce an online survey which was completed by 190 people. In combination with the research and some literature found, a model was developed to display the different dimensions regarding tourism, small sports clubs, destinations, and local community federations. The community and social circumstances are based on a real case and finally a cooperation model is suggested and briefly described. To have relation to the cooperation model, recommendations and solutions of how tourism and sports clubs could establish synergies are outlined. Last but not least it is explained who benefits in what manner regarding the collaborations and suggestions are put forward as to where added value could be created.

Abstract: The focus of this thesis is on Basel Tourism and its handicapped accessible hotel infrastructure. Basel has become very successful and famous in the Swiss tourism industry over the last few years. The creation of value in the city has been raised enormously and thus also the incoming tourism. Basel has a huge range of offers for handicapped people and also hidden opportunities therefore a high chance for improvement exists. The legal conditions for building are really important concerning the handicapped accessible infrastructure such as the entrance, the reception, toilets and elevators. These conditions lately became essential for every rebuilt or newly built building. That means each building must be suitable for wheelchair access or if they are not they have to be made so. Literature may be used for that exact purpose and the responsible auxiliary federations are prepared to support handicapped persons in every case. The requirements in an accessible room or hotel are indicated in numbers and measurements. Manoeuvring surfaces should exist and everything must be well attainable. The question which stands behind the thesis is: «Are the hotels in Basel really accessible and if they publish to be so, can we count on it?».

Abstract: These days, managers are increasingly interested in ethical activities within their companies. In the wake of globalisation, many customers attach importance to the ethical production of the things they buy. It is vital for the companies to have a positive image which can be created by acting ethically appropriate and by supporting disadvantaged people. But ethics should not only serve as an instrument for gaining better reputation and higher success, it has to be anchored in the company’s strategy and aim at raising the stakeholder value. This IDT is divided into four main sections. Firstly, literature about Corporate Social Responsibility (CSR) will be reviewed to explain the theory. Secondly, existing models of CSR at sport organisations are going to be analysed. Based on the theoretical findings and the existing models, an appropriate approach for a sport organisation is developed and conclusively applied to the case study of the ZSC Lions. The final aim of this thesis is to help the ZSC Lions to improve and to enlarge their social activities.

Abstract: The thesis is mainly built on six constructive steps. In the first part, a theoretical approach to concepts of managing supply and demand is presented. The next chapter focuses on the destination Flims/Laax. It comprises a portfolio analysis of the existing event portfolio, and reveals unused potentials for further event development. The topic of accurate timing of events to balance demand in off-peak season is investigated. It follows the development of a strategical criteria catalogue which can be applied in the process of event selection and creation. This criteria catalogue is central to the thesis, as it serves as a base for the future development of events. On the base of the criteria catalogue follows a benchmark of family events in alpine destinations. The benchmark reveals best practices in the organisation of family events which then flow in the following chapter. It follows the development of a family event concept for Weisse Arena AG, based on the developed criteria catalogue for strategic selection and creation of events. The thesis ends with controlling accuracy of the developed criteria catalogue based event concept and proves the viability of this tool.

Abstract: The aim of the paper is to elaborate and analyze the specific characteristics of hospitality services; Intangibility, Inseparability, Variability and Perishability and to outline the problematic aspects of it. First a theoretical revue of different literature is given and on the second part these theories and findings are analyzed on the real case of Kaufleuten Zurich. The analysis of Kaufleuten Zurich is especially focusing on the discotheque of Kaufleuten because this is the area with the highest degree of intangibility and therefore it seems to be the most challenging part, considering the problematic of service characteristics, within the organization. First a description of the company and its offers is done and than a detailed analysis of operational parts that are heavily influenced by these characteristics like; managing physical surroundings, handling demand and capacity and managing employees is elaborated. The problematic within these operational sectors is shown and the strength and weaknesses are pointed out. Where it is needed possible solutions opportunities are described.

Abstract: Our industrial world is facing an epidemic of increasing overweight and obesity, nicknamed ‘globesity’. Various consequences in different fields occur and the question arises if and how the tourism industry has to adapt. As a result, this diploma paper investigates the impacts of the overweight population on the tourism industry by analyzing both perspectives in depth. The diploma paper is divided in two parts, a theoretical and a practical one. The first part shortly introduces the weight loss institute CaloryCoach. Different aspects and insights of overweight and obesity as well as of the relevant and related tourism industry are discussed. The second component describes travel patterns of overweight women based on primary data of a self conceived survey. From the whole analysis pragmatic recommendations on a potential vacational CaloryCoach service are given. At the end essential marketing plan elements are developed.

Abstract: Tourism is an industry which knows few boarders. People are travelling from one part of the world to the other, criss-crossing the globe. However, it is not only the tourists who are on the move. Hospitality workers are nowadays much more flexible and mobile than ever and «Cross Cultural employment in the Swiss Hospitality Industry» has become the rule rather than the exception. For many different economic and political reasons, the Swiss hospitality industry attracts numerous employees from all over the world. These days, in the hospitality industry half of the total working hours are conducted by foreign employees. Consequently, this industry faces some very challenging multilingual and multicultural situations. This individual diploma thesis aims to find out where the majority of foreign employees come from and what their motivation is to leave their home countries to work in the Swiss hospitality industry. Furthermore, this paper describes and analyzes the problems that exist in cross cultural hospitality teams. And lastly, the thesis provides suggestions and recommendations on how to overcome those challenges and how to integrate the foreign workers effectively and efficiently into the Swiss hospitality industry.

Abstract: This paper examines how customer orientation can be implemented on the level of human resources management which is the implementation of a reward system based on nonfinancial measures such as customer satisfaction and loyalty. Therefore a model has been developed. The aim of this model is two fold: First, the model serves as a kind of hypothesis, as well as the structure for the paper. The model and therefore the thesis, consists of four main parts: In a first step, the Weisse Arena Group is introduced. The second step is to investigate the implementation of customer relationship management (CRM) in the Weisse Arena Group. For this part, CRM is explained and analysed on the case of the WAG. Third, a key factor for creating customer satisfaction is seen in the human resources of a company. In the fourth section, employee compensation systems and the linking of variable pay and nonfinancial measurments such as SERVQUAL, Web 2.0 and mystery shopper are the topics. Additionally, there is the last part which consists of key findings and an interview, conducted with the CRM and HRM responsibles in the WAG.

Abstract: The purpose of the paper is to find out weather a Wild Water Park in Ilanz could alter the attractiveness of the destination in summer and under which circumstances such a project could be realized. This is done with a plausibility check out of which a «stop», «wait» or «go» decision is made. This decision is based on the following three main elements: • An analysis of the initial position which contains of explorations about the micro and macrolocation. Land use regulations, ownership and accessibility for the site of the Wild Water Park are described closer. • A tourism analysis which shows the demand and supply of tourism products in Ilanz. • A market analysis which gives indication about the demand for an offer like the Wild Water Park. This is mainly done with a trend analysis and a competition analysis. A rough concept of the Wild Water Park Ilanz presents how the park could look like. Critical success factors, financing possibilities and possible fields of conflicts are added. The Wild Water Park in Ilanz contains of a standing wave in the river for surfers and freestyle kayakers, an obstacle park in the river for wild water rafters and a camping ground.

Abstract: Gay and lesbian travel is a niche product in the tourism industry. Since a few years Switzerland engages in this market mainly in the United States and the United Kingdom. Often marketers and tourism suppliers are not aware of the specialities that come along with targeting the segment of gays and lesbians and how to reach them effectively. The paper is made up of mainly two parts. The first section gives an overview on the segment, its motives to travel and its behavioural patterns. Derived from those characteristics, certain service requirements for the US and UK gay community coming to Switzerland are developed. Furthermore specialities in marketing to this group are indicated with a short description of what actions have been taken already in Switzerland concerning attracting gay and lesbian travellers. The second section of the paper covers practical examples of already established gay events both, internationally and nationally with the focus on winter tourism. Well known ski weeks in Whistler, Canada and Lenzerheide, Switzerland serve as an example of how to approach this niche market. Within the last section of this paper the Arosa Gay Ski Week, the biggest gay ski event in Switzerland, and its future prospects are described.

Abstract: With the intensification of the relations between Switzerland and Vietnam in times of globalization, mainly with the increase in economic activities, the amount of intercultural interactions between members of the two countries will augment simultaneously. Undoubtedly, two very divers’ cultures encounter. The globalization and integration of commerce is one thing, but the assimilation and management of this immense cultural diversity that goes along, is another. The aim of this thesis is to demonstrate the cultural differences between the two countries. It intends to provide the reader with selected background information of both nations to recall the context in which every culture is anchored («the bigger picture»). Recommendations and practical tips about how to handle the diversity are designed to help one to find its way throughout the sometimes challenging multicultural encounters. The core objective is to make understandable why each culture reacts in a certain way, what the reasons for the divers behaviours are, and how arising conflict situation from this can be solved and/or prevented.

Abstract: The paper consists basically of three parts. In the first part an introduction to the service industry is given including topics such as service quality and customer satisfaction, importance of corporate culture, normative behaviour of employees, etc. Part two focuses on the corporate culture of SWISS with its values quality, reliability, and hospitality, it names the difficulties in converting those values into daily lived practices and it explains the existing gap between the target and the actual situation. Finally, the last part of the paper describes the factors and measures that could be used to influence the extent to which SWISS values are lived by the employees. To each of the factors, short and pragmatic suggestions are made, what the HR management should do out of the authors view to converse the values into daily business. At the end, a controlling process is introduced, portraying the entire procedure from transferring the corporate values into service specifications to the variance analysis and the redefining of the specifications.

Abstract: There is no doubt that the world’s population is ageing. The future lies in the hand of the olds and the success of the companies will be determined by the ability to make a chance out of this development. Also Sunstar Hotels are fully aware of this reality. The 50+ customers represent their prevalent share of clientele during the summer season. The thesis’ final output is the formulation of the communication objectives and communication actions for the target group 50+ and is built upon the following milestones: • The identification of the needs of the 50+ and of how to best align the communication with them • To establish the requirements concerning choose of language, words and pictures for an effective communication with the target group 50+ • The analysis of the current situation of Sunstar Hotels with a record of their present communication strategy and the applied communication channels

Abstract: The paper attempts to forecast if Mainland China would continue to be the primary source of visitor’s arrival of Hong Kong. A SWOT analysis of Hong Kong’s present market position will be conducted by looking into the political, economical, social/cultural and technological aspects of the city. The paper will further analyze the trends, developments and the natural and man-made threats that Hong Kong may potentially face. After understanding the position of Hong Kong as a destination, the push factors of visitors from Mainland China would be examined through the growth trends of Mainland China; the economic growth, demographic developments, change in income level and the rise in standard of living. Next, the pull factors of Hong Kong will be examined through understanding the attractiveness of Hong Kong to its Chinese visitors; the quality tourism system scheme, shopping reputation, the ease of travel and the internal satisfaction of traveling abroad. A conclusion will be exhibited in the last chapter regarding if Mainland China will continue to become the primary source of arrival for Hong Kong.

Abstract: The thesis is basically divided into several parts and it includes the barriers that hold the disabled people from participating in such activities like tourism, which is the main concern in this research. It also defined terminologies, like the difference between handicap and disability, as well as the impairments of the people which should be known so that the industry can provide specific services depending on their disability and to have knowledge how to deal with them. Statistical datas are also interpreted as an important part of the research. Showing the size of these people in some selected contries plus their income which can be interpreted as a factor that affects their travelling behavior. Other reviewed articles were used to get facts about these people which helps to see what they perceive in their lives having physical problems and what motivates them or not to travel by looking at the datas given by them. Moreover, prevention or avoiding to build the barriers are also discussed here helping to maximize the potential travellers in the future.

Abstract: The individual diploma thesis «Lifecycle of new zoological Attractions» approaches the topic in five chapters. The first chapter provides an insight into the zoo’s role as a cultural institution. Therefore, the thesis starts with an overview of the zoo’s history of origin and its current role within society. Furthermore, present animadversion on zoos is described and commented. Chapter two focuses on the zoo as a leisure attraction and describes the zoo’s significance as part of the leisure industry. Economical and touristic aspects are further central points in this section. The third chapter refers to the theory of lifecycles. This part includes the basic theory of lifecycles as well as theory of attraction specific and bookkeeping related lifecycles. Chapter four investigates the lifecycle of new zoological attractions based on the fluctuations in visitor numbers. From the analysis of this data, a conclusion is drawn in chapter five. This conclusion includes findings concerning the impact of new attractions on visitor numbers and the duration of these impacts.

Abstract: Fischingen is a farming village in north-eastern Switzerland. However, more and more farmers have troubles to generate enough income with their farming activity, thus another way has to be found to secure the locals’ existence and to encourage economical growth. The objective of this thesis was to analyse the tourism industry in Fischingen and to define the constraints Fischingen is facing in its tourism development. The thesis has been divided into three main parts. The first part was the literature review, there amongst others the Dwyer and Kim Model of Destination Competitiveness has been explained. For the second part a short overview about Fischingen has been given and the above mentioned model has been applied in order to research its competitiveness. In the master plan the different problems and constraints were identified. The action plan has then been created to show possible ways for Fischingen to foster its tourism development. The solutions which might come into consideration have to be off a low-end approach and realistic to be implemented without major financial contributions.

Abstract: The tourism industry in the canton of Thurgau surely does not play in the same league as the big Swiss holiday places like Valais, the Grison or the Ticino. However, its popularity has been quietly increasing which is illustrated in the constant growth in overnight stays during the last few years. The newly raised marketing project ‘House of Marketing’ aspires to assist this trend by marketing the brand Thurgau in a uniform and consistent way. To date, the destination Thurgau has been marketed by diverse institutions which results in an inconsistent branding. Therefore, the project will unify three main marketers, particularly Thurgau Tourism, the cantonal location marketing and AgroMarketing Thurgau to join forces and cooperate future marketing. This diploma paper analyses the corporate marketing project as well as the current image of the canton. It then outlines criteria for the successful application of the cooperation in order to strengthen the canton’s image and simultaneously gives recommendations for an appropriate and successful implementation on a timeline.

Abstract: Hainan’s international tourism as an industry is directly related to China’s economic reform and open policy to the outside world initiated in the late 1970s, and it has become one of the important foreign exchange earners, playing an increasingly significant role in the province’s economy. The development of Hainan’s Tourism Industry has improved the province’s investment environment, extended its opening-up to the outside world, and driven the development of the related industries. The paper represents the characteristics of Hainan Island as a destination, such as the geographical location, climate, culture, economy, infrastructure, typical products of the island, tourist resources and attractions, etc., and explains the main stages of its development and identifies the important changes in the past two decades. It analyzes the strengths and weakness of the destination, as well as the opportunities and challenges with which Hainan’s international tourism is confronted. And further suggests and choices of policies and strategies Hainan should undertake for its international tourism development in the new millennium.

Abstract: There exist almost no surveys that examine the tourist’s buying behaviour in relation with architecture. This work analyses the coherence between architectonically interesting buildings and tourists’ consumer behaviour. The focus is set on a study that has been conducted in the destination of Zurich. The study consists of face to face interviews with tourists in Zurich regarding their perception of the city’s buildings, their preferences of hotels and public spaces. Through questioning with pictures, it is found out if they prefer architectonically interesting buildings or normal ones. The first part of the thesis concentrates on architecture and tourism in whole Switzerland and on Zurich as a destination, in a macro and micro perspective. The present situation of tourism is analyzed and the role of architecture in tourism is commented. The second part is the study, followed by an examination of two tourism destinations which have been enormously successful through creating and building architectonically interesting venues, the Swiss destination Vals and the Spanish destination of Bilbao. The last parts are recommendations for future tourism projects with regard to architecture.

Abstract: The paper is divided into 3 parts, the first part is explaining shortly what Mauritius is, what sustainable tourism is and the thesis statement. The thesis statement is how good can Mauritius as a destination maintain a stable and sustain tourism without doing damage to the island. The second part goes more into detail about Mauritius as a destination by talking about what there is to offer of attractions, accommodation, how the economy is developing, and the amount of tourists arriving, and what the government is doing to maintain a sustainable development and tourism. The second part also includes a swot analysis, and the establishment of future opportunities and threats. The last part is recommendations for a continuous sustainable development, and how Mauritius can handle the increasing amount of tourists arriving to the island.

Abstract: Customer satisfaction is taking a significant position within today’s business operations. It has been proved that satisfaction is an important influencing variable of customer behaviour and that it is responsible for attitudes like repurchases, recommendations and complaints. The airline industry is facing tough competition. No frills and full service airlines get closer and have developed a new form called the hybrid airline. The battle of getting customers and holding them is always getting bigger. Helvetic Airways (helvetic) is striving to operate customer focused since the beginning of its operations in 2003. However, to develop and maintain a high level of customer satisfaction it is important to be proactive by measuring and assessing the satisfaction and improve where necessary. The goal of this diploma thesis is to monitor customer satisfaction in the case of Helvetic Airways AG. This goal is achieved by evaluating a concept of measuring customer satisfaction, developing a survey to measure the satisfaction of helvetic customers and outlining how the survey results can be fed back into the daily business operations.

Abstract: The paper is written about repositioning Busan, the second biggest city in South Korea, as a tourist destination. First of all, this paper gives general information about Busan such as History and cultural background of the region. Tourism profile and industrial statistics are mentioned to analyze overall demographic trends of Busan tourism industry. The statistics are more focused on potential Asian visitors from Japan and China. The marketing strategies are suggested to develop more tourism products according to different target groups. These strategies are suggested to give some ideas of marketing both domestic and international tourists. Following by this point, Action plan is presented by mentioning USP, PR, E-marketing and Promotion program. To conclude the paper, there are long term and short term goals of the project to reposition Busan as a tourist destination and gives positive and prospective aspects of the development.

Abstract: The aim of the paper is to create a study about the potential of the Swiss healthcare and wellness services for the Middle Eastern traveller. The paper consists of three different sections. Section one overviews the Swiss wellness industry trough the analysis of a selection of hotels specialized in wellness facilities and services, as well as an overview of Swiss private hospitals which cater for foreign guests. Section two is an analysis of the Swiss tourism market. It gives an overview on the supply and demand of hotels, the occupancy rate and the guests’ country of origin. It also analyses the Middle Eastern tourism market and develops a profile of the Middle Eastern traveller. Section three is a marketing plan, which focuses on how to market the Swiss product of wellness and healthcare to the Middle Eastern client.

Abstract: The thesis is divided into three main parts: First of all a general understanding of customer relationship management (CRM) is provided, because it is essential to realize the various factors which have to be considered when implementing a CRM application system. Therefore the theoretical background of CRM is explained to foster the basis for the next part. The second part of the thesis focuses on the importance and unique characteristics which a CRM approach involves for destinations. An analysis of four destinations and the Swiss Tourism e-marketing tool compares their efforts and difficulties to implement a CRM application system. The comparison ranges from a very limited CRM approach to a sophisticated and comprehensive CRM system which is fully integrated into the company philosophy. The concluding part of the thesis discusses advantages, disadvantages, requirements and costs of the implementation of a customer relationship management application system for Savognin. Potential implementation strategies for Savognin are introduced to underline that also a destination with very limited resources has opportunities to implement a sustainable CRM application system.

Abstract: Zimex Aviation Ltd. provides a people and goods Air-Transport service mainly for the oil and gas industry, in Algeria, Lybia, Sudan and Saudi Arabia with a fleet of presently 21 tailored aircrafts. The thesis paper analises the maintenance process of Zimex Aviation Ltd. with a three step methode. In the first chapter interviews in the relevant departments present the current work environment. In this context comon working pratices are examaind and described, in order to get a better understanding of the dynamic and decentralized company structure. The second chapter discribes the disruptive factors, pinpoints them in the maintenance process, and further one links them to areas of improvements. The third chapter develops methods of resultion and locateds their company level impact and what influence they have on other departments. Based on all preciding chapters the thesis paper recommends next steps which the top management should consider in order to increase the effectivness of the maintennace process and the involved subprocesses.

Abstract: The paper examines existing quality management systems used in the Hospitality Industry - ISO 9000, EFQM, Quality Our Passion and the Malcolm Baldrige Award - and theories concerning quality management, in particular those of Deming, Juran and Carlzon. The objective of the paper is to discover the disadvantages of the systems currently in use and suggest a new approach to European quality management building on the existing systems and the aforementioned theories on quality management and by taking the structure of SME’s into consideration when developing the new structure. The paper is based on literature research and empirical research in the form of interviews with providers of quality management systems as well as their users. Keywords: quality, excellence, customer-driven business, leadership, empowerment, rewards, recognition, TQM, Moments of Truth.

Abstract: The purpose of this paper is to choose Sri Lanka as a destination for health tourism, which provides special local treatment to the tourists. Through understand this special medical system to analysis the potential of this tourism attraction toward the health tourism. Through compare with other competitive countries to developing a further market strategy. The first part of work is giving a general introduction about Sri Lanka and use different methods to analysis the health tourism market in this destination( PEST and the Gap analysis etc.) Through those analysis to evaluate the current market status of Sri Lanka health tourism. Part two is according the analysis result to set up a developing target. Then create a market developing strategy by using different instrument and channels. Through it to closing the gap between the current market status and the developing target.

Abstract: The purpose of this paper is to provide an insight into the Ageing population, with emphasis on the aspects of tourism and travel. The aim of the paper is to discover whether hotels in Switzerland are ready for the demographic shifts or not and how do they perceive this segment in the future. Chapter one focuses on the demographic shifts in Switzerland taking place and how the population in Switzerland will transfer to more percentage of seniors in the future. Firstly the paper clarifies the changes in the old age i.e. the biological, social, economic and psychological changes. The second part of the chapter relates to the senior travel market and explains the factor demographic shifts, as a source of demand in travel market. The third part of the literature reflects the income and wealth distribution in Switzerland among various age groups. The literature also explains the new senior traveller of today where the changes in lifestyles, habits are discussed. Furthermore the literature analysis the characteristics of senior travellers, leisure patterns during the third age, internet usage among the baby boomers and seniors and their travel trends are also being discussed. The last chapter of the literature discusses the need of infrastructural design as body becomes frail and weak as the age increases.

Abstract: This paper was written about the sustainability of tourism development in Shenzhen, China. And the thesis is divided by three parts. At first, this paper gives the introduction of sustainability of a tourist destination and the overview of destination which is providing the general information about Shenzhen, which are including background of Shenzhen, tourism overview of Shenzhen, major tourist attractions and tourist arrivals. Second, the paper analyzed strengths, weaknesses, opportunities and threats (SWOT) of Shenzhen’s tourism development for the past 27 years. At the end, it will be connected to recommendations. In the recommendations, which will talk about the results and summary of interviews and questionnaires, and based on the results and summary, the recommendations draw the future sustainable tourism development for Shenzhen, which are including the infrastructure, tourism facilities and promotions.

Abstract: In this thesis first of all the phenomenon of culture shock is explained with the «U-Curve-Theory of Adjustment» and its four stages honeymoon, culture shock, learning and adjustment. In a second section, some key terms describing cultural differences regarding general cultural values, cultural values in the workplace and communication styles are briefly outlined. These two chapters are followed by a section explaining influencial factors on expat success in order to understand the complex nature of the adjustment process. The influencial factors can be divided into three major areas which are the expat’s characteristics, behavior and experience, training and support provided by the home country company, and the inpatriation support by the host country company as well as characteristics of the host culture. Furthermore, after having examined theory on this subject, the focus is put onto the company expat support in practise in general as well as in the tourism and hospitality industry. The topic is also beheld from an expat perspective. It was found that most companies provide no or insufficient support and training for the expats and their spouse/family. Finally, recommendations are given to businesses in the tourism and hospitality industry.

Abstract: The diploma thesis investigates the importance and creation of memorable emotions in hotels. While there is currently awareness of emotional responses to hotels, it is only limited research done in this field. In our days travellers are seeking for unique and unforgettable experiences, therefore the diverse emotional reactions are of interest. The different feelings are underlying the individuality of people and make it difficult to quantify emotions as such. The objective of this paper is to understand and define emotions of travellers and the elements within the hotel industry touching the emotions. The focus is on the tangible and the intangible elements within a hotel and with this connected the hotel product, in relation to the service quality. Customer satisfaction surveys are more and more attempting to measure and quantify emotional responses of guests and therefore integrate feelings as an important field of research. The current measurements and handling of customers emotions are observed throughout the paper and recommendations how to create emotions, which are memorable, are given.

Abstract: This thesis aims to find out the key factors for a sustainable tourism strategy in Triesenberg-Malbun-Steg. In a first step, after a short historical introduction, the six key factors for a sustainable tourism strategy are defined and explained. In a second step, the typical Malbun-Steg tourist (the small-and-fine guest) is being characterized, upon which the further analysis will be based. In order to generate an overview of the topic, the current situation in Malbun-Steg (i.e. the situation before the realization of the financial resolution) will be described and appraised both in terms of suitability for the small-and-fine customer and in terms of sustainability. Based on the IST-situation, a SWOT-Analysis will reveal and explain the strengths, weaknesses, opportunities and threats of the current situation in Malbun-Steg with respect to the service chain and its sustainability. By means of the IST- and the SWOT-Analysis, the potential for improvements within the destination will disclose. In the last part of the thesis, this potential will be evaluated and described in terms of efficiency, profitability and sustainability, always bearing in mind the small-and-fine guest.

Abstract: This individual diploma thesis consists of two main parts. In the first part the topic multiple business models is explained. The multiple business idea is introduced, defined and the actual business model Arena analysed. The actual business model is a three-star hotel and will be changed into a multiple business model which will consist of a no-frills chic hotel and a golf and ski hotel. The present hotel consists of two buildings and they will be separated in order to operate two different types of accommodation. In this part propositions to control the incompatibilities of the two different models are made. In the second part a marketing plan is developed for the main building which will have a no-frills chic hotel concept. It consists of a market analysis with a special focus on a new trend in tourism in Switzerland and worldwide: the no-frills chic trend. On the basis of this analysis a new marketing strategy is developed and an implementation of the 8 P’s for hospitality marketing is made. Experts with experience in no-frills chic offers already existing in Switzerland were interviewed to support the ideas of this marketing plan.

Abstract: The Norwegian army has been reorganized and made smaller to fit the needs of Norway today. This means that many of the fortifications are no longer needed and these are now being turned into tourist destinations. Firstly, the paper gives an introduction to the process of turning the forts into tourist destinations and a glance is cast at the activities currently offered at the forts. The second section focuses on Oscarsborg fortress and the hotel located there. The focus of the paper lies with Oscarsborg because the development of the fortress has come far, but also because the hotel still has an enormous potential for further development. Due to the historical importance of the fortress, the interest from both the local population and tourists has been immense. The future outlook and the changes needed to continue to grow are main issues in the paper. Positive and negative feedback given to the employees at the hotel from the guests is used as a basis for the areas in need of improvement. The paper is largely based on the authors own observations during the summers of 2005 and 2006, but employees at the hotel and the organization running the fortress has also been consulted to create a full picture of the situation.

Abstract: Basically the paper is divided in three sections: The first section is based on literature review and provides information about the competitive situation in the leisure industry, the different types of leisure pools as well as the competitive situation between the several pool types. Special attention is dedicated to the customer’s tolerated distances and the push- and pull motivators. Section two is an investigation of the leisure pool market in Switzerland and the neighbouring countries. The investigation consists of three parts: the analysis of the competitive situation within the main regions, the analysis of the over-regional competitors (inclusive the leisure pools in the neighbouring countries) and the customer behaviour with regard to preferences and attitutes. In section three, general trends, possible developments and opportunities that may influence the leisure pool industry in the long term are described. Two aspects are analysed in detail: Firstly, the influence of the Schengen agreement on transnational guest flows, and finally the influence of the growing number of hotel affiliated spas.

Abstract: The aim of this thesis relates to the case study on Titlis Rotair in Engelberg, Switzerland. The main goal thereof is to identify the expected and perceived values of Asian guests visiting Titlis Rotair. The sub goal is to identify the cultural rituals that can be incorporated in the product and or service thereby giving Titlis Rotair a competitive edge. The final purpose thereof is to present Titlis Rotair with a proposal of additional services that are required by Asian Guests. Since 2000 Europe has received an influx of Asian tourists due to the capitalization and rapid economic growth of many countries in Asia, China and India in particular. Predictions further indicate outbound travel from China alone, to grow at a rate of 12.5% per year, between the years 1995 and 2020. This is three times more than the world wide outbound travel percentage. Titlis Rotair experienced an 80% increase of Chinese visitors over the years 2000 and 2004 thereby highlighting the importance of this market segment. Many service providers are conscious of adapting their products to these growing markets’ perceived needs, however very little research has been conducted on understanding value from the Asian customers’ perspective and thereby offering the guests services that are beyond their expectations.

Abstract: The purpose of this paper is to provide an insight into the theory of post-purchase measures in the hotel industry, with a focus on four particular method of evaluation: Service Quality, Customer Satisfaction, Customer Value and Customer Experience. The aim is to discover if Swiss deluxe hotels, according to literature, are currently using an outdated post-purchase measure of product or service evaluation. The paper consists of three parts. In the first part, a detailed description of four post-purchase methods of product evaluation is given. Each method has been briefly described by first defining the topic and consequently introducing the aspect of how to measure a product or service. For instance, Service Quality has been conceptualized with the «GAP-model» from Parasuraman, Zeithaml, and Berry (1985), based on which a method of measurement has been developed called SERVQUAL. In the second part of the paper, a multiple-case study has been effectuated contacting four Swiss deluxe hotels. An expert Interview, either personal interview or telephone interview, was conducted with each of the properties.

Abstract: The paper is written about service quality management of hotel. Service quality GAP model which is based on SERVQUAL is taken to be applied for the assessment of service quality at hotel. Five different GAPs of Service quality GAP model through internal as well as external of hotel service preparation and delivery processes will be identified and explained. With the GAP model analysis, the paper will prove if training can reduce the gaps as a thesis. Training will be also analyzed and explained how it works in hotel business. At the end of training part, there is going to be an application of training to the service quality GAP model. Each of the GAP will be identified for the possibility to reduce the gap by training. Later on, to support the thesis, there is going to be a case study of a hotel. In the case study, the analysis will find out the gap between management and front-line employees and figure out how the management train the employees to reduce the gap. In the end of the paper, conclusion and recommendation will take place.

Abstract: Some hotels we remember, some we just forget. What hotels do you remember and why? Many standardised hotels form a big competition amongst each other. Having a competitive advantage is now accepted as one of the main factors for success. This created a trend in the hotel industry to distinguish products and services from standardised hotels. Therefore, hotels today try to differentiate their products through unique and special concepts like themes or design. These concepts can be situated within a larger context of the New Economy that recognises the importance for product differentiation and design. Today’s well experienced customers demand more special, individual products and experiences during their stays. The Hotel Rigihof in Zurich is an example of a hotel that created a unique concept to distinguish itself from other standardised hotels. This hotel wants now to operationalize its unique room concept more effectively in terms of marketing and product awareness. The practical part of this thesis contains communication, public relation and sales promotion activities in order to improve product awareness.

Abstract: The aim of the paper is to understand the drivers of demand by using customer value systems together with the theory of destination competitiveness in order to comprehend how a destination is positing themselves on the international market and how they are trying to attract customers. The paper consists of three main parts. The first part contains the literature review, which is based on two main theories. The first one is Dwyer’s and Kim’s destination competitiveness model, and the second theory is customer value systems. The second part of the thesis, analyzes Norway as a competitive destination, based on the Dwyer’s and Kim’s destination competitiveness model. A questionnaire which was based on the customer value systems was distributed in Norway to discover what criteria the Norwegian population uses to choose their destinations (Drivers of demand). The final part of the paper consists of the conclusion where recommendations to the Norwegian Tourism Office based on the findings of the questionnaire are given. The Limitations of the paper and what issues need to be further researched is listed in this part too.

Abstract: In recent years, Swiss tourism made the headlines not only because of good news. Repeatedly, unfriendly service was subject to criticism. On the basis of this situation the thesis strives to find an answer to the question: «Are Swiss outstanding or miserable hosts?» The thesis consists of three major parts. At the beginning «friendliness» itself is analyzed and a broader tourism context is established. In order to do so conceptual models from the field of marketing and service quality (such as the expectancy-disconfirmation model or the gap analysis model) are introduced. Based on the conceptual models cognition of friendliness is examined by showing which factors influence customers’ expectations and perception. A special focus is on differences across cultures. The second part translates theoretical findings into practical suggestions on how to increase the level of friendliness. The thesis is rounded off by introducing the case of PostBus Region Grisons, analyzing which measures this «typically Swiss» enterprise has taken to provide friendly service.

Abstract: The thesis starts with a short introduction about the destination ENGADIN/St. Moritz and its history. Then, the term «low budget tourism» needs to be defined for this paper. Before looking at the low budget tourism development, the origins of the general low budget movement are described. After an analysis of the current tourism situation in Switzerland and the expected future tourism trends, the thesis focuses on the destination ENGADIN/St. Moritz with regard to low budget tourism. A detailed investigation of existing low budget tourism offers and planned low budget projects allows an estimation of the potential of this new guest segment in the valley. To round up the findings of this analysis, the attitudes of different low budget tourism providers in the region are inquired through interviews and questionnaires. The following chapter lists some exemplary practices of low budget tourism in Swiss Alpine destinations. Finally, measures and possible strategies for ENGADIN/St. Moritz are developed and evaluated. The thesis ends with a concluding word.

Abstract: The purpose of this paper is to examine the role of Disneyland in the future development of Hong Kong and to justify its position in the future development of Hong Kong tourism industry. Tourism is the most important pillar in Hong Kong’s economy. Tourism also has other impacts to the locals, such as culture, social and environment impacts. There are obvious changes in Hong Kong’s tourism industry after the Hong Kong Disneyland was established. The purpose of the paper is to analyze if Disneyland will become a catalyst in the future development of Hong Kong and how it would positively contribute to Hong Kong’s tourism industry. The paper will examine the tourism development of Hong Kong through facts, figures and statistics. It explains the strengths, weaknesses, opportunities, and threats of Hong Kong tourism attractions in certain aspects. The paper also discusses the role which Disneyland played in the future tourism development in Hong Kong in three aspects; customers, competition, and capability. The significance of Disneyland for Hong Kong tourism will also be shown and analyzed. Observations and recommendations to Disneyland and the conclusion of the paper will be given in the end of the paper.

Abstract: My paper is about Students in Summit College, South Africa. The school is a boarding school which has as well day scholars. I am comparing the first year students the grade 8’s to the grade 11’s. The comparisons are dealing with stereotyping and group work. There is a stereotype that exists within a major social group and relate to different subgroups. This form of stereotyping is quiet often seen in High Schools, people that have their own groups in school. They do not mix much unless they have to do school group work together or for some other reasons. In this paper I want to prove if the students change through the years and mix and change there values. In groups there is always someone that takes charge of the group and the rest of the members of the group take there roles, but the roles change over time in the group since they try to adapt to other group members expectations and perceptions. The member of the group could try and adapt and change and cause stereotyping to happen. They will change to the perception of what the group member’s stereotype is.

Abstract: When talking about sex tourism, many people and experts think only of prostitution, which involves sex as the biggest motivator when traveling. Of course sex tourism comprises of prostitution, but it is not all that. Sex tourism and prostitution are subsets of each other, but they are indeed two very diverse themes. Sex tourism includes activities ranging from slavery and prostitution to honeymoons and romantic getaways. Many other activities like gay and lesbian travel, transnational marriages, concubines and virtual sex are also being increasingly linked to sex tourism. This is what makes sex tourism a lot more intricate and convoluted than just travel for sex. Tourism, as the subject suggests, plays an important role in facilitating the sex tourism industry. It not only provides the physical venue, but also the setting, the mood and the context. Even the marketing promotions adopted by various tourism participants, have long used sexual suggestiveness. It can be argued that sex tourism is beneficial, but one cannot neglect the various negative externalities, such as diseases and child prostitution, related to the subject either. Even though sex tourism has its cons, it can be capitalized on in a sustainable way to benefit the sex workers, the society and the destinations. Sex is a need and sex tourism is here to stay and therefore, it is essential to identify pragmatic solutions to coexist with sex tourism – as it seems to be the only way.

Abstract: The Battle of The Bands Grisons will provide a platform for 12 new bands from the Grisons region to share their music with an audience. In addition to this, The Battle of The Bands will provide the audience with a professional, enjoyable concert with a difference. The difference being, that the crowd gets to chose who they want to hear again and who gets to go home empty handed. The Battle of The Bands Grisons is a competition and the winning band will receive a recording deal worth 10’000 CHF. The products and services on offer will include an fully stocked bar, a food stand serving hot dogs and hamburgers, security, first aid and of course the sound, lighting and music. The bar will be run by the organizing team and the other services will be outsourced to trusted partners from the Grisons. Partners such as CC Buchs, Red Bull, Heineken, Hemi-Sound and Jaba Security will be involved to make this event a success.

Abstract: This thesis is mainly focusing on the coffee market in Hong Kong; and it also forecasts the possible trend for upcoming years in that city. Coffee is a unique product, and it has been taken an important role in the hot beverage industry for a long time. In many countries coffee has become the daily drink for people. However, the status of coffee business in different countries is different, therefore by analyzing this business over the world can result a picture of its growing possibility, which is in Asia, in the near future. In Hong Kong there are a lot of hot beverages in the market, and the drinking culture and the drinks are similar to the one in China, for example tea, soya milk, Chinese medical drinks and the others. However Hong Kong is one of the international cities in Asia, and it had been influenced by the western culture by the time of British colony; so drinking coffee is not anything abnormal. Moreover, Hong Kong is a good platform for western ideas going into the Eastern Asia. Although there are a lot of barriers and competitions in the coffee business in Hong Kong, but the development of the coffee business and the customer behaviors can prove that there are many spaces for the this business growing in the future. Due to the situation and status of this business are changing day by day, coffee can become another popular drink in Hong Kong.

Abstract: CM stands for Chick Management and projects the nature of the company and the image. CM is an event company with a SPA offering events for and with career women of today and for the future, planned to open in January 2007. The company is located north-west from downtown Oslo. The property consists of function rooms, accommodation, restaurant, lounge and a spa. Central aspects of our product including the design of the property are harmony, inspiration and motivation. The core business of CM will be to hold seminars on motivation, teambuilding and leadership for career oriented women in the Oslo region. Additionally we will target the leisure market and plan and hold events such as weddings and anniversaries, in order to fill periods of low-demand from the corporate market. CM will market its product through important partners, such as; Tyrifjorden Golf Club, Ringerike Tourist Portal and Norwegian Conference Hotels Affiliation. The major Norwegian newspapers will also be major marketing tools. Additionally we will tie important relations with future customers through sales calls. We will also be present at different trade fairs for different industries, including; the tourism fair in Oslo. CM has future plans of growth and expansion, and aim to open up their second property by the end of 2010.

Abstract: Niche tourism has been dramatically increased in numbers recently as people are enjoying because of the deep disappointment of ordinary mass tourism that is provided by large tourism firms like tour operators or travel agencies. Ecotourism has been recognized as a model for sustainable development since the main goals of ecotourism are minimizing impacts, giving benefits to locals, providing positive experiences to customers, building environmental and cultural awareness, respect and providing direct financial benefits for conservation mainly concerning mainly the preservation of the environment and operation as well. Ecotourism market is getting more popular as overall tourism market is increasing and it is expected to be increased even more with awareness of environmental issues and as customer’s taste is evolving. Adventure tourism is similar to the ecotourism since most of the adventure tourism firms throughout the world are nature-related as in ecotourism. Eco-Certification, which is developed by Australian tourism authority, has recently helped the ecotourism industry to define its world and also it showed general guidelines for operation and preservation as well. Furthermore, the certification helped the ecotourism firms to identify what elements have to be considered such as social, environmental and economic impacts of the ecotourism when operating ecotourism firms.

Abstract: The goal of this Marketing Plan for Wadduwa Beach Resort is to outline the strategies, tactics and programs that will make the sales goals outlined in the business plan a reality in the coming years of operation. Marketing will play a vital role in the success of Wadduwa Beach Resort. Wadduwa Beach Resort is a wellness resort based on the theme of Ayurveda. It is a superior mid market beach resort providing exceptional service to its clients. The resort focuses exclusively on the mid market segment of leisure travelers from Germany, Austria, Switzerland and Great Britain. It also caters to the elite segment of the local population, which comprises of couples, DINKS (Dual Income no Kids), DIWKS (Dual Income with Kids) and Grey Market. Wadduwa Beach Resort has 3 competitive advantages that will ensure profitability of the operation. The first is its staff’s un-relentless attention to personal service. The other sustainable competitive advantage is the facilities offered that are well complemented with a classic relaxing environment that reflects Sri Lankan culture and Heritage. The third and most significant competitive advantage the resort has, is its theme, which is based on health through Ayurveda. One of our main objective and goal is to be one of the best and most authentic Ayurveda health resort in Sri Lanka.

Abstract: When it comes to the tourism industry, many global markets put their focuses on China in recent times. The number of countries and regions granting China Approved Destination Status (ADS) will reach 100 at the end of 2005. It is not surprising that both amounts of the Chinese outbound travelers and their tourism expenditure are continuously increasing every year. To jockey the Chinese outbound market has been a hot issue in many countries. However, the Chinese culture issue is a barrier to the Western tourism and hospitality industry since there are big differences between Chinese and Western Culture. The best solution is to understand the Etiquette of Chinese tourists in order to fulfill their’ needs and expectations from the Western tourism and hospitality organizations. For example, understanding how to greet or the value of "manzi” (giving face) to Chinese travelers is an essential key to offer them a familiar atmosphere. A survey is conducted in order to profoundly understand the Chinese outbound travelers’ preferences during their travel overseas. Suggestions for how to target the Chinese outbound travelers are included. In this paper, some customer service strategies will be introduced to delight the Chinese tourists. The methods of marketing and promotion to the Chinese outbound travelers are also mentioned.

Abstract: The hotel market in Korea has been opened for international companies in 1978 and since Seoul Olympic game in 1988, the hotel industry has been developed greatly and much faster than ever before. There are also many large scale international chain hotels that have entered the hotel market of Korea. As the result of that, the Korean hospitality industry and also the management have developed and improved, whereas it is very true that Korean characteristics in hotels have vanished. The Korean government and provincial government have invested more than 7 trillion Korean won which is US $ 67,928,189,000 in Jeju island for tourism development. Jeju is developed as a major resort island in the Asia and Pacific area. Therefore the purpose of this paper is to study, survey and analyse more advanced and developed hotel management that enables a hotel to satisfy guests and provide them with more specific and upgraded service in Jeju island. A Marketing strategy could not succeed without providing distinct service. The service should include rooms, food & beverage as well as facilities and even proper package products. For example, many of domestic tourists prefer to travel Jeju island because there is enough place to play golf with breathing fresh air deep into. This also indicates that people much care about their pleasure rather than just how much they pay for.

Abstract: The pressure in the Beer Market is increasing drastically all over the world. Since a few years the consumation of beer droped constant every year. The competition to gain market share gets difficult and some companies have to close down their production. It seems that only a few big players in the market can survive the next couple years. But in defiance of this event, many small breweries started their production and entered the beer market. In Switzerland there are just two big leading beer companies left and a lot of small – and medium size breweries try to stay in the market. It is important for smaller companies to have a clear marketing strategy and a realizable marketing plan to fight against the enormous competition from the market leaders. The small breweries don’t just have to gain market share, but also to protect their own customer market. It is important to focus on their strengths and to take a close look on the customer behaviors. The small – and medium breweries are very innovative in their production range and they put there attention on the quality of their products. It is relevant to protect the variety of different product in the market.

Abstract: After a brief introduction, including the importance of cultural diversity in Switzerland, Grisons and the hospitality industry, as well as referring to theory relevant to the subject, the author attempts to identify current and future trends regarding multicultural teams. The main part consists of a self conceived method of exploring cultural differences in a multinational team, combining a questionnaire and a workshop. This project is an attempt to analyse cultural differences among members of a multinational team, by building a cultural profile of each member and subsequently of the team as a whole. It quantifies results in order to better understand the intricacies and efficiencies of a multicultural team and ends with guidelines on how to support said team. The team in question is a 5 nation, 10 person kitchen crew (skilled and unskilled workers) from the Calanda Restaurant in Chur, Switzerland. It is the author’s intention for this information to be used as a guide for managers in the tourism and hospitality industry, as it provides an insight, through example, into how a multicultural team functions and how it can be more efficient.

Abstract: Norway is in the process of developing tourism. The country hopes to attract more tourists by marketing Norway’s unique untouched nature internationally. As of today, the awareness of Norway as an attractive destination is low. There is a clear need for the country to market itself more intensely in foreign markets to increase the number of tourist arrivals. At the same time as the country wants to attract more tourists; it is also vital for Norway to protect the nature by focusing on geotourism. Norway has most of its tourists coming from Germany and other Scandinavian countries, but wants to attract Chinese, Russian, Indian and Polish tourists as the economies of these countries are becoming stronger and more people are able to travel abroad. Because Norway is an expensive country for a tourist to be in, the country targets travelers with medium to high disposable incomes. A competitor analysis has been completed to show the competitive advantages and disadvantages in relation to Norway’s main competitors, which shows why tourists should choose Norway opposed to other destinations.

Abstract: Tourism is one of the fastest growing industries in the world today. Among the hundreds of fascinating destinations around the world, is the remote and mysterious continent of Antarctica. However uninhabitable and hostile it may be, the reach of tourism has not escaped this unique natural haven. This diploma paper uncovers the world’s least known continent and least visited destination for tourism. The objective of the paper is to analyse the current trends and impacts of tourism in Antarctica and therefore, developing meaningful perspectives into the future. The paper also discusses the highly significant issue of environmental constraints as a result of commercial tourism on the continent. The paper argues about the various impacts that tourism might have on the continent. An overview of the hazards and risks is given and lastly, recommendations are made on regulatory practices and guidelines to manage tourism activities in an environmentally responsible manor. Finally, presented in the paper is the author’s conclusion and opinion based on the facts presented in the text.

Abstract: The objective of this business plan is to sketch the various strategies, tactics and programs that are associated with the business process and opening plan of the establishment. It takes a close look into various marketing activities, customer analysis and operational processes of Rosso Nero. Rosso Nero is a Gelateria/Cafeteria style establishment offering its customers an unparalleled service and choice of products not available in the Guangzhou city of China. The most significant competitive advantage of Rosso Nero is the uniqueness of its concept based on selection of Italian ice creams and pastry varieties. One of the main objectives is to be one of the best and most authentic Gelateria/Cafeteria in Guangzhou. The establishment will be mainly attracting young population of Guangzhou aged between 17 years old and 45 years. Innovation and customer service are an important part of the establishment’s concept. As well as having highly skilled management team. In the coming years of operations the business expects to achieve a fair and reasonable profit to ensure the prosperity of the establishment and also to offer a long term benefit to the customers, owners and the employees.

Abstract: The Customer Relationship Management (CRM) can no more be excluded nowadays for most enterprises. Companies try to experience more on the basis of Customer Relationship Programs about the purchase behaviour of their customers. The collected data serve as basis for numerous marketing activities. But does CRM disburse itself? Do all customers exhibit a positive value covered? Which customers effect what costs? And what should be done with customers who are not profitable for the company? Five analysis methods of the customer valuation process are presented. These methods differ from the temporal dimension (static/dynamic) and from the dimensional viewpoint (singledimensional/multidimensional). Two of the presented methods are practically used on the basis of the example of the White Arena Group in Laax. Thereby it concerns the Cost Covered Calculation and the Customer Lifetime Value Calculation. Both methods are used for Divisions ‘Mountain Railways”, "Gastro”, "Rental Services” and "Ski- /Snowboard-School”. Based on the two approaches, these will be the recommendations for future strategic adjustment to the given CRM methodology. To guarantee a universal quality standard within the whole ski area it needs to provide a complete infrastructure. The dependency of the individual divisions has to be mentioned as well. For example the "Rental”-Division can generate sales only if the mountain railways are running. Otherwise no Ski- or Snowboard-Equipment can be rented.

Abstract: The international diving market is no longer dominated by experienced, rich and intrepid divers and as training becomes more affordable, there are growing numbers of people taking up the sport in the major tourism generating market of North America and Western Europe. Since the 1970s and 1980s, the influence of local diving club affiliations has waned and multinational federations such as Professional Association of Diving Instructors (PADI) have grown in strength. Today many are completing their classroom and pool training at home and then traveling to warmer more exotic location to take their actual certification tests as an Open Water Diver. Given that a full basic course can be completed within three to five days, there is also a growing number of people traveling abroad with the express purpose of learning to dive. In some region this has fuelled the growth of a spate of hotels where an opportunity to try SCUBA diving is the major selling point. There the actual conflict starts, diving tourism and nature. However, the possibility of designating marine protected areas with goals in mind such as the conservation of valuable species, fish or coral reefs, can support the fact that tourism can positively work, to actually protect nature.

Abstract: The concept of this business plan is to open up a restaurant which provides a mix of Asian cuisines but served in western style. The food ingredients will be genuine and following the original recipes. The design and ambience of the restaurant will be western, modern and comfortably oriented, including the tableware. The location will be in a recently developed commercial and trend district in Zurich, in zone 5 of Zurich City. Although the market is competitive, you can always stand out if you have good ideas and strategies. Moreover, in order to remain unique and competitive, it is essential to adjust your ideas and strategies efficiently according to customers’ expectations and preferences as well as the market trend. The concrete ideas and concepts of the business are determined after interviews and surveys had been conducted. With the intention of testing the feasibility of this project, market research as well as several analyses, i.e., industry, environment/location, competition and SWOT analysis have been performed. The management and operation structure of the restaurant is also described in details in this plan so that the investor can have a better overview of the whole restaurant operation.

Abstract: Travelling is an activity that most people long to do on holiday. Experiencing, adventuring and getting to find out a new world always deliver much excitement like uncovering the dreamland that has stayed in curiosity. It is very different from the everyday reflection in life. There are different types of travellers around the world such as business travellers, leisure travellers, backpackers and so on. Among those travellers, backpackers seem to stand on the very unique position in the complex combination of the tourism industry. Backpackers plan where to go, what to do, what to spend on etc, in advance with a limited amount of budget. Through challenges, their eyes get widely opened and they start seeing things in a different perspective. It goes beyond fun. All backpackers know about and expect this when they step on the backpacking world. The internet has been a vast source where almost necessary information that backpackers need can be found. The internet has become a very adequate tool to organize an independent and distinguished trip. Along with the advance of Information Technology, backpackers are becoming an important segment of the tourism industry and already a major market in some countries.

Abstract: The paper deals with the creation of a restaurant concept that is not just unique but also viable. It is the creation of a concept in Cape Town, South Africa that should not just be new but also potentially very successful. It is easy having a good idea, finding the right people to expand and implement the idea is sometimes not easy. Eskom is one of the largest South African Energy companies in southern hemisphere of Africa. With the privatisation of all Energy companies Eskom has become forced to find innovative ideas to promote its organisation. Thus the idea of coming up with a restaurant concept which would be used as a stage to promote its company. Our company Franch Ice has thus been nominated to develop and materialise the project. We start by focusing on a mutual vision and goal not just for the restaurant but also the company as a whole. What exactly does Eskom hope to achieve from the concept? It is vital for the restaurant to be a success and to be able to sustain itself independently from the «mother» organisation. This will reflect the success of the whole organisation. Branding is an integral part of the concept. The branding of the whole organisation including the restaurant should be integrated. We want to create a unique profile not just for the restaurant but for the whole organisation. The marketing position is a key area of concern, since this will depict how the public sees the whole organisation. Focusing on quality is the major element of success. Very important; the economy is booming, the disposable income does exist. The restaurant will consist of four different atmospheres; morning, lunch, afternoon, and dinner. This will show how the company is able to adapt depending on the demand during the day. The restaurant’s main concept will be built around being «Fresh and simple». Animation will play a big part of the concept since the restaurant will be a tool to educate the public regarding relevant environmental issues. This all has to be profitable.

Abstract: The paper describes the Yacht Club Industry in Ecuador and its evolution through the past, present and projecting for the exciting future. It offers information about the market strategic elements of the Yacht Club, Hotel Resort & Spa, in comparison to the local competitors and provides information of the local landscape. This paper discusses marketing strategies for the Punta Centinela Yacht Club, Hotel, Resort & Spa describing the long and short terms objective of the company. It analysis the importance for the company to reach its market objective and to prove if the objective are realistic and achievable. The overall objective is to identify the market segmentation and the sustainability of the Hotel with an emphasis on the appropriate marketing strategy to be put in place to focus on expanding or sustaining for the business. It focuses on the necessary marketing integrated communication plans to achieve the financial objectives. The views and opinions of this paper are solely based on knowledge and information about the yacht club industry in Ecuador as well as on the interviews and discussions with the directors of Punta Centinela Yacht Club, Resort, Hotel & Spa and the present tourism industry.

Abstract: This article gives an overview on how Starbuck’s penetrate the Chinese market by strategic marketing positioning. China has been traditionally a tea-drinking society, while Starbuck’s has successfully captured the younger, wealthy generations to grab a cup of Starbuck’s coffee before going to work. This paper starts off by introducing an overview of Starbuck’s business and development. It then moves on to short description on the business environment in China. Followed by a series of analyses of Starbuck’s success in China. A chapter on Starbuck’s competitors and challenges is at the latter part of the paper.

Abstract: This scope and objective of this paper is threefold. The first section of the thesis presents corporate governance guidelines published in Switzerland, Germany, Great Britain, France, and the Netherlands. The guidelines are presented with the objective of creating common criteria for good corporate governance in Europe. In the second section, the corporate governance of 5 European airlines is presented as the airlines project it through publications such as annual reports and individual statements. The airlines presented correspond with the countries presented in section one and are Swiss, Lufthansa, British Airways, Air France, and KLM. The third section of the thesis utilizes the common criteria for good European corporate governance developed in section one while attempting to rate and compare the corporate governance efforts done by the airlines presented in section two.

Abstract: The thesis project is based on the opening of a casual fine dining restaurant and martini bar located in Steamboat Springs Colorado. The business plan outlines all of the necessary requirements for opening the restaurant. The plan describes the proposed location, décor, customers, employees, costs, marketing strategies, and sales objectives. The plan includes start up and operating costs and procedures as well as cash flows and budgeting requirements. The purpose of the thesis is to validate the business idea, analyze the potential market and produce a usable plan that positions the restaurant in the proposed market in a way that is most likely to create a demand for the proposed products and services.

Abstract: Tourist industry professionals are all in agreement: the potential fo the Chinese market, which represents a total of 1.3 billion inhabitants, is enormous. Forecasts show that 800,000 overnight stays would be made by tourists from the Celestial Empire in 10 years. Due to the rapid economic growth in China, increasing numbers of Chinese people have sufficient income to be able to afford a trip to Europe and Switzerland. But Chinese guests have high hopes and expectations of Switzerland; therefore, Switzerland must adopt the correct from of tact and diplomacy. In terms of succeeding in the tourism industry with Chinese tourists, cultural sensitivity with regard to their needs and expectations plays a key role. Switzerland must understand that China in many ways is very different from the Americas or even Europe and that the Chinese way of thinking must be taken into account when doing business with the People’s Republic of China. The purpose of this paper is to provide general overview of Swiss culture, Chinese culture and the difference of the two countries, and give you the best possible preparation for receiving Chinese guests.

Abstract: I am writing a business plan about opening a hotel, Solbakk Team Hotel, with team building. The hotel has 20 rooms, restaurant, two conference rooms, three group rooms, and a billiard room, as well as a sauna, and two outdoor Jacuzzis. The team building sessions and activities offered are very varied, ranging from JTI tests, «6 metaphoric think hats», cooking classes, self defense classes, aroma therapy etc. Solbakk Team Hotel is situated at Solbakk, which is approximately 30 minutes from the city of Stavanger. The hotel has its own coast line. There are many spectacular natural sights in the area, and fieldtrips are also part of the program. At Solbakk one also finds one of the best collections of rock carvings in Norway, dated back to 500 B.C. The hotel is based on the prospect of a hotel for sale. What is unique about Solbakk Team Hotel is that the hotel aims at the micro- and smallbusinesses in the area, and offers the Team Package which includes accommodation, F&B, as well as team building, to a very competitive price, with professionals. The competitor analysis is a central part of the paper, as well as the revenue model and the cost structure.

Abstract: This thesis states that Starbucks grew from a small start up to a multinational billion-dollar empire. It has become an immensely successful business not only because it has a backup from shareholders' only but also because management pays close attention to the various segment of the business. Although there are some signs of weaknesses, the effects of these weaknesses will not be prominent until much later. It presents an overview of the marketing plan employed by the Starbucks Corporation. It includes an introduction to Starbucks and its aim to be the producer of great coffee and great coffee shops. Following on from this, the paper shows how this company markets itself in order to achieve these objectives.

Abstract: «Chameleon» is a new bar and business concept that we plan to introduce to the city of Chur (it is also perhaps the first of it's kind in the country!). The name itself is a good hint as to the nature of the business. This bar aims to employ the outsourcing model that is becoming so popular today, and use it to bring a fresh, dynamic and cultural edge to the beverage service business. Chur is the oldest city in Switzerland and features not only a well-established foreign resident and student population but also has a large number of educational organizations and young people in the age bracket of 18-40 years. We plan to use the talents of these foreign and local residents to offer varying cultural themes at the Chameleon, e.g. a Latin week, Chinese week, Indian week, etc. with the bar being let out to a group that can come up with the best operational proposal for the bar. We provide the bar as a whole, with furniture, fixtures and equipment to the group running the bar at a fixed cost per day. The group brings in any thematic materials, costumes and decorations required, as well as the inventory and snacks to be sold in the bar. All profits made by the group (after appropriate legal and inventory plus labour deductions) can be retained and distributed by members as proposed in the application. The owners will concentrate their energies and capital on marketing the concept as well as themes offered by the bar and earn a fixed salary from the business. This business plan takes you through the whole setup, marketing, financial and other crucial details required to put the concept to the acid test. The Chameleon concept promises to be a successful one, not only financially but also in terms developing entrepreneurs in the area with minimal hassles, regardless of their background, color, race or credit rating!

Abstract: Since before the end of the Cold War, terrorism acts have had major effects on tourism destinations. As a result, the shadowy, mobile, and unpredictable forces of terrorism are becoming an unfortunate part of the travel and tourism landscape. This paper provides a quantitative and qualitative analysis of major terrorism events around the world during 1985-2004, classified by date, location, victims, weapons used, severity of damage, motive, effect on tourism demand, length of effect and safety measures. The analysis is followed by extensive researches on the internet and literature about the magnitude of the impact of these events on destinations and the tourism industry worldwide.

Abstract: The thesis is based on the history of Klosters, its changes towards a resort over the years and future marketing perspectives. After the retrospective in the beginning, I analysed Klosters, how it is today and compared it with other similar resorts in Switzerland, Germany and Austria. To compare them I took criterias such as hospitality sector, winter and summer activities and important numbers of the annual reports. Based on this results and with an additional environmental analysis I made a SWOT analysis of Klosters. This analysis helps me later to create strategies for the future of Klosters. Another part of the thesis is based on a market research for a weekend program for early, mid twenties, this segment is not a targeted properly yet. Resulting in a detailed program for a weekend, which will attract this market segment. An extra power point presentation will take place at the end of the project, which could be used as a marketing instrument on fairs to get those young people to Klosters.

Abstract: The purpose of this business plan is to illustrate the opportunity to open up a coffee shop business in Bergen, in order to convince investors to provide funds so the project can be realized. The core issues to be discussed are how to attract customers to a new coffee shop in the face of hard competition, and how to make the business profitable. The business plan includes among others a market analysis, financial projections and a detailed cost structure to demonstrate the potential of the business. In addition, the business plan will discuss different aspects of the market today within the coffee shop industry. Furthermore it will include marketing and sales strategies, a company description, a detailed description of products and services, and operating techniques and strategies to give a clear picture of the planned operation of the coffee shop. Maps and pictures are used in the business plan to illustrate for the reader where the actual location is and how the premise, which is going to be used for the coffee shop, looks like.

Abstract: The project of the thesis is based on Tourism in Russian Federation, its history and development. I elaborated on two major tourist destinations such as St. Petersburg and Moscow. Present and potential Market Segments are analyzed in order to create a thorough understanding of the thesis. Present and Potential Attractions in St. Petersburg, Moscow and Russian Federation as a whole are discussed and described. At the end of the thesis I composed an evaluation of tourism development and its future perspectives in Russian Federation. The purpose of the thesis is to analyze past, current and potential market situation, market segmentation, and development of new attractions and potential growth of Tourism in Russia.

Abstract: The following club management – scientific research right in the center of gravitation paper, is for the QBAR. The paper outlines criteria for a solid overview scheme in order to analyze Club Heineken’s® club rating systems and reveal findings from the questionnaires conducted among QBARs customers. The results are being structured and presented thoroughly. The paper includes competitor analysis and detailed SWOT analysis. The results are being drawn out of its findings. The paper describes the QBAR’s targeted guest segment, strategies, and how the customer’s loyalty towards the bar in the long run can be maintained and improved. The paper outlines projects and promotions that can be done with the QBAR’s suppliers. The F/B control techniques are being illustrated with actual figures and examples, and the sources from which the money comes from.

Abstract: The paper is about the Tourism Development of Dubai and future perspectives of the city. It provides an overview of the development of the city in the past few decades. How leadership has played a crucial role in the development. The role of women, education system and architecture development over the past 3 decades are covered in the paper. A SWOT analysis is performed on the environmental and competitive landscape of Dubai. Based on the SWOT analysis, strategies for future’s market demands, requirement in infrastructure and marketing approach are done. Furthermore, the benchmarks for a successful tourism industry in Dubai and how this can be sustained in the long run are mentioned in the last part of the paper.

Abstract: Understanding customer behavior is one of the basics to delivery quality customer service, because different customers behave differently according to where they come from, who they are and what jobs they do. There are a lot of ways to identify customers’ behavior, such as learning from books, interacting with customers, observation, getting information from third parties. There is no absolute right way. The best way is learning related information before customers come; observe their behaviors and interact with them when they stay in properties, get feedback from customers and improve in the next time. Since half of the customers come from Japan, Somerset Fortune Garden Beijing try their best to understand Japanese customers’ behavior and serve them accordingly, therefore it has very good reputation in Japanese society in Beijing. Hospitality industry is a people industry. The nature of the business decides the importance of customer service. The companies who only focus on offering high standard living room, equipment and low price actually lost customers in the long run. The companies who put customer care first but with less luxury property still enjoy high occupancy consistently. Consistent quality programs are basics for delivering quality customer service. Quite a few hospitality companies only have orientation training for entry-level employees.

Abstract: This thesis is an analysis of the Grand Hotel Quellenhof’s products and services, its current and future customers; and it is also a recommendation to the hotel in terms of market strategies and competence improve by targeting the two potential new markets, the Middle East countries and China. The Grand Hotel Quellenhof is a 5***** luxury hotel located in the canton St. Gallen in Switzerland. It is also one of the members of Swiss Deluxe Hotel and The Leading Hotels in the World, with its first and only combination of spa, wellness, golf, and casino in Switzerland. It has currently 50% Swiss guests, 30% German guests, and the rest from the rest of the world. However, it is now planning to target the other totally different market. The hotel knows not much from these two markets, but only the future trends in the tourism industry. As well, it has strong competitors in Switzerland such as Dolder Grand Hotel in Zurich and Hotel Eden Roc in Ascona; outside Switzerland such as aggressive development in the intra-tourism in the Middle East, newly and uniquely branded Singapore. Therefore, it is the essential part of paper to discuss about thought through marketing strategies. For the Middle East market, attending the industrial trade fare in Dubai – Arabian Travel Market and sponsoring the Switzerland’s national commercial advertisement are crucial steps. For the Chinese market, corporations with Swiss-Chinese Chamber of commerce, travel agency associates, and targeting specifically the government officers are very important. Last but not least, there should also be motivation plans for hotel’s human resource to improve its employees in coping with the new market segments.

Abstract: Boutique hotels are relatively new concept to hotel industry, especially in Asia. The purpose of the thesis is to provide an outlook of boutique hotels in Asia, primarily focus on the Chinese market. It also aimed to give some future perspectives of boutique hotel industry in China. In the paper, I discussed some common characteristics shared by boutique hotels and the reason that people are attracted by boutique hotels. It also included some research results about the boutique hotels in European and U.S. market; as well as an analysis of some success factors of boutique hotels is developed in the paper as well. In order to have a more specific look at boutique hotels in Chinese market, I did a SWOT analysis to identify the strength, weakness, opportunity and threat in the Chinese market. Knowing the results of this analysis can be a great help on the success and survival of boutique hotels in Chinese market. Finally, through the study and the information collected by my research, I concluded some future perspectives of boutique hotels in China.

Abstract: The emphasis of this paper is put on Internal Marketing in the tourism & hospitality industry as a tool to compete with today’s rapidly changing international market. In respond to the trends, outlooks, opportunities and threats of the global tourism environment, management must clearly analyze and study the markets around the world to be able to fulfil their primary mission: satisfying the customers need, keep existing customers and gain new ones. In the hospitality and tourism sector, such as hotels, restaurants etc. the quality of the delivered services is very closely related to employee performance. Because human capital is considered to be one of the pillars on which the development of tourism rests, it should be a very important matter to management. The marketing is aimed at employees of an organization to ensure that they are effectively working and spreading the vision of the company. It consists of creating a service culture, hiring process, training and rewarding.