Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Many service companies make swissness a central component of their strategy, their brand or marketing. Such a company is Swiss International Air Lines (SWISS). However, the definition of swissness of service providers is complex. Under Swiss law, a company can claim to be Swiss if it has its domicile and management in Switzerland. This paper analyses how much the composition of SWISS cabin crew contributes to the swissness of the airline. The study considers other elements of swissness in the service industry such as hospitality, multilingualism, discretion, reliability, punctuality or cleanliness and compared it with other service providers. The findings were that the total number of cabin crew grew approximately 20% between 2015 and 2019 and the share of nationalities changed mainly with Swiss declining and Germans increasing. With the results of the internet travel platform the respective language skills as well as swissness as such seem not to be a priority for passengers.

Abstract: Unsere Arbeitswelt wird je länger je digitaler. Trotz diesem Wandel gibt es immer noch viele Branchen, die eine gute Qualität fast ausschliesslich durch die zwischenmenschlichen Fähigkeiten der Arbeitnehmenden erreichen. Das Gastgewerbe gehört zu diesen Branchen. Unternehmen des Gastgewerbes stehen daher in einem permanenten Wettbewerb um die besten Mitarbeitenden. Sie zu gewinnen und zu halten, ist eine Schlüsselkompetenz, die vom Personalmanagement adressiert wird. Diese Bachelorarbeit befasst sich mit der Mitarbeitenden-Bindung im Gastgewerbe. Anhand der ZFV-Unternehmungen wird analysiert, wie eine effektive Personalarbeit im Gastgewerbe aussehen kann und es werden weitere Optimierungsmöglichkeiten aufgezeigt. Damit zielgerichtete Optionen zur Optimierung ausgearbeitet werden können, wird eine theoretische Analyse, ein Vergleich mit verschiedenen Firmen sowie ein Experteninterview durchgeführt.

Abstract: Switzerland Tourism (ST) has long been active in the Japanese market and the tourism and image promotion in Japan is not only of economic interest but is also significant in upkeeping the excellent diplomatic relations between the two countries. Currently, ST focuses their activities in the Japanese market towards FIT and senior travellers. However, the main drivers behind the record high of more than 20 mill. overseas travellers in 2019, are Japanese people in their 20’s. To respond to the increasing demand for international travel amongst young Japanese, it is crucial for ST to understand the target group’s travel behaviour. The aim of this thesis is to investigate travel barriers, needs and motivations of young Japanese travellers and to derive specific recommendations on how to increase the attractivity of Switzerland as a leisure travel destination. The research is based on literature review and expert interviews and the presented results are supported by the target group.

Abstract: Bikernetzwerk AG, a bike solution company situated in Unterterzen launched the #Wägmacher community project to give mountain bikers in the Sarganserland region a better representation and to gather support to maintain the trails in the region through volunteer engagement. In order to achieve this, the project requires a specific framework for a self-sustaining bike community development and management to endure in the long-term, which is the ultimate goal of this bachelor thesis. With the help of expert interviews and a literature review, existing and new data is collected and analyzed. With an online survey and field research the preferences, motivation, and interests are gathered from the Wägmacher members to generate a sustainable bike community development and management framework.

Abstract: Flughafen Zürich AG runs one of the most valuable transport hubs of Switzerland: Zurich Airport. Their task is to maintain the operations as a transport hub. As the capacity in Switzerland will not be sufficient in 20 years when it grows at a moderate growth rate, new ways for potential growth development need to be found. One solution could be the expansion of Zurich airport to a well-developed intermodal hub. This bachelor thesis aims to develop a strategy for Zurich airport in order to be able to continuously compete with other European airport hubs. The focus lies on developing recommendations as to what the opportunities and challenges of intermodality are and how it might be beneficial for Zurich airport. In order to achieve this goal, numerous analyses of external and internal factors have been conducted with the support of primary and secondary literature. Based on the analyses and a general understanding of the development of intermodality, recommendations are made.

Abstract: Chinesische Touristen sind dafür bekannt, in grossen Gruppen zu reisen. In den letzten Jahren besuchen die chinesischen Gäste die Schweiz jedoch immer häufiger auch als Individualtouristen. Diese Entwicklung stellt eine grosse Chance für kleinere Schweizer Destinationen dar. Sofern das Potenzial richtig genutzt wird, kann auch Graubünden künftig vom chinesischen Individualreisemarkt profitieren. Die Bachelorthesis analysiert die Bedürfnisse und Erwartungen von chinesischen Individualtouristen während ihrem Aufenthalt in Graubünden. Die Ergebnisse einer fundierten Literaturrecherche werden mit den Antworten von Befragungen verschiedener Experten verglichen. Daraus werden Handlungsempfehlungen für das Hotel Alpina in Tschiertschen und für die Destination abgeleitet, durch deren Umsetzung das Potenzial des chinesischen Individualreisemarkts besser genutzt werden kann und eine optimale Betreuung der Zielgruppe ermöglicht werden soll.

Abstract: Corporate events are an essential part of a company’s communication with its customers. However, the saturation of the event market makes it challenging to attract relevant customers. By knowing what the customers want, companies can adjust their offer accordingly and create powerful customer experiences. This bachelor thesis examines customer expectations and needs of Generation X and Y at corporate events in the financial sector. It researches the possible differences between the two generations by applying the Kano method. Based on extensive literature research, two expert interviews and a Kano questionnaire, recommendations are given for innovative approaches to create customer satisfaction at corporate events for both generations.

Abstract: The tourism sector is a market-driven industry and it responds to specific needs of its participants. As festivals and events are an important section of tourism, its long-term success requires satisfying those needs as well as a stronger differentiation to attract visitors and a strategic positioning among themselves in the marketplace. Therefore, the aim of this thesis is to analyze and develop a Marketing and Sales plan for the Lakelive festival in Biel. This study incorporates an extensive literature review, a survey conducted to Swiss residents as well as data and insights of the Lakelive festival. In order to determine effective strategies and recommendations, an internal analysis of the firm was conducted as well as an external analysis of the festival and event market in Switzerland. Finally, some findings from the research methods are presented along with a detailed implementation of the Marketing and Sales strategies proposed.

Abstract: Veranstaltungen bringen ökologische, ökonomische sowie soziale Probleme mit sich. Durch die Implementierung eines nachhaltigen Eventmanagements kann dies vermindert werden. Das Würth Haus Rorschach möchte diesbezüglich mehr Verantwortung übernehmen, kann jedoch aufgrund einer fehlenden Nachhaltigkeitsleistungsmessung nicht einschätzen, in welchen Bereichen sie bereits nachhaltig handeln, wo noch wichtige Massnahmen eingeleitet werden müssen und welche Handlungsfelder von ihren Stakeholdern als besonders wichtig empfunden werden. Deshalb ist das Ziel dieser Bachelorarbeit eine, an das Würth Haus angepasste, Nachhaltigkeitsleistungsmessung im Eventmanagement aufzustellen, durchzuführen und zu bewerten. Dazu wurden, gemeinsam mit relevanten Stakeholdern, drei Handlungsfelder ausgewählt, die dann anhand von Checklisten analysiert und bewertet wurden. Die Ergebnisse und Empfehlungen stützen sich auf Onlinebefragungen von Stakeholdern, Experteninterviews sowie Literaturrecherche.

Abstract: Academic interest in food waste is increasing and airlines face significant challenges when it comes to sustainability. The absolute growth in tourist numbers and international flights contribute to the generation of food waste. As a result, waste management is an important issue for one of the biggest airline companies in the world, Singapore Airlines. Although the importance of this topic has increased steadily in recent years, food waste in the airline industry remains a largely unexplored area. This bachelor thesis aims to identify underlying barriers and critical factors the airline industry is facing when it comes to food waste. To answer the research questions, an in-depth literature review was conducted and supported by a qualitative inductive approach through semi-structured interviews with industry experts. Finally, potential measures and recommendations for Singapore Airlines and academic purposes will be developed from the findings obtained.

Abstract: The German association “forum anders reisen” focuses on sustainable tourism. More than 130 tour operators are members of the forum and follow their guidelines on sustainability. In their offerings, air travel is avoided whenever possible. When a flight is inevitable, the option of carbon offsetting is offered to customers. Even though, the forum attracts environmentally conscious customers, only a minority chooses to voluntarily purchase offsets. This bachelor thesis gives an insight into the current communication of carbon offsetting. Suggestions are provided to optimise the communication approaches of tour operators. The aim is to reach more customers and increase the awareness about carbon offsetting and its benefits. Extensive literature research and several expert interviews were carried out to create practical guidelines for an effective communication of carbon offsetting among tour operators. The guidelines include wordings of the message, content and the communication channel.

Abstract: The aim of this thesis is to analyse the development, status quo and characteristics of sharing concepts, to examine the external factors influencing MyCamper AG's market entry in Sweden and to discuss the cultural dimensions of Sweden and Switzerland and their market differences. The work is based on four expert interviews with respondents from Switzerland and Sweden, which provide qualitative information about the two markets in order to identify the key elements for a successful market entry in Sweden. Based on secondary data, a market analysis of the two countries is conducted to understand their main differences in market demand and structure. Additionally, the countries' cultural dimensions will be analysed to highlight cultural dilemmas. From these analyses, recommendations for the future business activities of MyCamper AG will be developed. Finally, an action plan is presented, which contains suggestions for future steps of MyCamper AG for a successful market entry in Sweden.

Abstract: Die Region Murtensee ist durch ihre Lage eine klassische Sommerdestination. Im Winter hat der Ort den Ruf einer inaktiven und nebligen Destination. Es gibt weder Schnee noch Eis. Anhand einer neuen Strategie und der Thematik Licht will sich Murten Tourismus auch im Winter positionieren. Mit dem Murten Lichtfestival legten die Verantwortlichen vor fünf Jahren den Grundstein. Im Winter 2021/22 soll mit dem Circuit Secret Morat Lumières ein nächstes Angebot folgen. Immer mehr Destinationen müssen sich mit der Thematik von schneefreiem Wintertourismus auseinandersetzen. Es gibt verschiedene Möglichkeiten dieser Problematik entgegenzuwirken. Diese Bachelorarbeit untersucht gezielt, wie schneefreie Angebote gestaltet werden müssen und welche Zielgruppen damit erreicht werden können. Anhand von Experteninterviews, einer Benchmark-Analyse verschiedener schneefreier Angebote sowie einer Zielgruppen- Analyse werden Marketinghandlungsempfehlungen für ein neues Angebot ausgearbeitet.

Abstract: The number of internet users is rising steadily and people’s lifestyle becomes more and more dependent on internet access. However, a fast and stable internet connection on air is still rare. In-flight internet connectivity has become a passenger need over the last decade. Although internet speed is an essential attribute from the passenger’s point of view, connection in the air is mostly slow. Today, most commercial airlines offer only basic internet on board and this service is ranked as, at best, poor. There are first approaches and technological solutions to offer a fast internet connection on board which would bring new possibilities for passengers, such as remote desktop work or internet telephony. This thesis aims to identify the importance of a fast internet connection on board from the customer’s perspective and the differences between the generations. The thesis will also determine whether customers consider internet speed when choosing an airline.

Abstract: Seasonality is a phenomenon many destinations and their service providers have to deal with. Due to the fewer number of tourists during the low season, less overnights in hotels are generated. The unwelcome consequence is a reduction of the occupancy rate and of the profitability. In order to overcome this issue, Luzern Tourismus AG together with Luzern Hotels introduced in 2015 the so-called marketing fund. The resources from the fund can be used for projects to reduce seasonality by attracting more visitors during the low season and to incentivize an extension of the stay in Lucerne. The fund has already been used for to different projects which were the Tell Pass Campaign and the Lilu Lichtfestival Luzern. This bachelor thesis proposes basic concepts for future projects or events to be financed by the joint marketing fund by analyzing the two former events as well as different success strategies of other destinations.

Abstract: Although many efforts are already taken, the tourism industry still has significant potential for improving sustainability. The challenge is to succeed economically while maintaining social and natural capital. With this bachelor thesis the author would like to show that economic benefits can be generated although or precisely because social and natural capital are taken into account. Therefore, this bachelor thesis provides answers to the following research questions: – What effect does environmentally conscious thinking have on the economic success of a luxury hotel? – Which gears must work together to operate a luxury hotel in Switzerland sustainably? In order to analyze this, surveys will be conducted with various interest groups and luxury hotels in Switzerland, which will be put into relation with the given literature. In a further step, the Hotel Baur Au Lac will be evaluated based on the obtained results. This will be done by interviews with managers of different departments.

Abstract: In recent years, it has been shown that the experience of an event visitor can be enhanced and intensified if event suppliers integrate additional side events, which can take place before, during or after the actual event. As can be seen from various examples in the world of sports, side events are becoming more and more important and in some cases also have an influence on the buying behavior of the visitors and their length of stay in the destination. In March 2021, Lenzerheide will host the FIS Ski World Cup Finals for the fifth time. The aim of this work is to create a concept for the side events, with a focus on sustainable implementation. With the help of the already existing literature, expert interviews and a workshop with Lenzerheide Marketing and Support AG, the concept shows possibilities how side events can take into account the three dimensions of sustainability: environmental, social and economic.

Abstract: Community-based tourism projects often lack a stable number of visitors and fail to gain sufficient market access. Therefore, the collaboration with external tourism providers is vital to ensure the long-term success of the projects. This bachelor thesis ascertains how Peruvian tourism providers asses the concept of CBT as an includable touristic offer and elaborates the thereto related challenges. Based on a comprehensive literature review and expert interviews, the tourism industry of Peru, the touristic situation of Cusco and domestic tour operators’ application of CBT is analysed. Further, arising opportunities and prevailing challenges for tour operators when implementing CBT in their product portfolio are identified. Predicating on these findings, measures are suggested on how the concept of CBT could be further integrated in the tourism offer of Peru and the collaboration between rural indigenous communities and domestic tour operators can be strengthened.

Abstract: Many villages in rural areas suffer from rural-urban migration and, thus, their future viability is at stake. The subject of this paper is to determine if cultural businesses work as a driver for regional development of rural villages and help to add value to the community. Three cultural businesses based in three different municipalities in the Grisons were evaluated and compared. The data was obtained by applying a qualitative inductive approach through semi-structured expert interviews including among others the entrepreneurs of the businesses and the mayor of the municipalities. These expert interviews were undertaken to assess the emerging requirements, effects and success factors of a cultural business in a rural area. In a second step, existing literature has been consulted to complement or confirm the findings. The paper provides recommendations on the factors to be considered to build a successful cultural business contributing positively to the regional development.

Abstract: Swiss Youth Hostels are pioneers in sustainable tourism in Switzerland. However, the undertaken sustainability activities within the accommodation sector have been growing to a great extent in recent years. Simultaneously, a new target group with high interest in sustainability is emerging. As a result, strategic changes with a focus on sustainability are increasingly being considered and sophisticated sustainability communication strategies of accommodation businesses are gaining on importance. Within this individual bachelor thesis, the status quo of sustainability communication measures of Swiss Youth Hostels is analysed. Profound literature review and experts interviews are conducted with the aim to provide Swiss Youth Hostels practical guidelines to achieve efficient sustainability communication towards internal and external stakeholders. The recommendations encompass efficient sustainability messages and communication instruments.

Abstract: Swiss International Air Lines is the airline of Switzerland and serves more than 100 destinations in 44 countries from Zurich and Geneva. The airline is heavily focusing on business travelers, not only with its set of destinations but also with the type of products in the air and on the ground. Corporate travel policies determine how often and in which way a business traveler is going to travel. The aim of this thesis is to identify the behavior, backgrounds and influences on and from corporate travel policies in regard of airline product differentiation. General behavior of business traveling, structure and components of corporate travel policies were examined through literature search. Exploratory research included expert interviews with various Swiss industrial companies to gain in-depth insights. On the basis of these interviews recommendations on product differentiation are provided, reflecting the influence of corporate travel policies.

Abstract: The tourism industry is one of the fastest evolving and most significant economic sectors worldwide but there is a downside: this industry is a major contributor to climate change. While most discussions about climate change focus on the macro level, the micro level – the consumer – remains largely undiscussed. It is also the unsustainable tourist behaviour which causes negative impacts and, therefore, needs to be addressed. Thus, nudging, gently pushing people in the desired direction, is a tool that can be applied to change tourist behaviour towards more sustainability. This thesis provides nudging options to enhance tourists’ sustainable behaviour in the areas of accommodations and activities. Literature research and several expert interviews are conducted for a better understanding of the nudge approach, tourist behaviour and sustainable tourism. Based on this knowledge, specific nudges, which serve as recommendations for the tourism destination Engadin Scuol Zernez, are developed.

Abstract: Due to the still ongoing online shopping boom, remaining attractive as a shopping centre is a challenge. To set themselves apart from the competition and attract more customers, shopping centres use memorable experiences and events. This thesis gives recommendations on which special experiences and events are suitable for shopping centres. Moreover, it describes whether these methods lead to higher customer visits and an increase in sales volume. The analysis and evaluation of the impact and the importance of the selection of the relevant experiences and events are based on a literature review and interviews of managers from the industry, a visual merchandiser and an expert in the field of consumer behaviour. The results show that events and special experiences can have a positive influence on shopping centres, as long as these are carried out in accordance with the centre and the target group.

Abstract: In order to counteract the trend of decreasing revenue, Swiss mountain railways have been fostering disruptive pricing strategies such as dynamic pricing. Even though the mountain railway industry moves away from the traditional winter sports tourism towards summer tourism, mountain railways have mainly focused on winter offers in their new pricing strategies. As a result, dynamic prices in summer have only been implemented by few Swiss mountain railways so far. In a qualitative research with semi-structured expert interviews, pricing managers of Swiss mountain railways operating with dynamic prices were interviewed. The aim of this research was to outline the differences between pricing in summer and in winter and to evaluate the advantages and disadvantages of dynamic pricing in summer. Finally, recommendations are made as to which mountain railways are suitable for dynamic prices and which are rather not.

Abstract: Im Personenverkehr wird für den ÖV zukünftig gegenüber dem motorisierten Individualverkehr und Langsamverkehr die höchste Zunahme erwartet. Dies ist auf Trends wie die Ökologisierung zurückzuführen. Für die Stärkung des ÖV sind attraktive und individuelle Mobilitätslösungen bei den Modellen der Abonnements gefragt. Ziel dieser Arbeit ist es, die Wahrnehmung in Bezug auf das Abonnement mittels einer Online-Befragung der BÜGA-Besitzer zu eruieren. Ferner hatte diese Arbeit zum Ziel, angebots- sowie kommunikationsbezogene Handlungsempfehlungen zur Stärkung der Kundenbeziehung und Gewinnung von Neukunden zu erarbeiten. Die Untersuchungen haben gezeigt, dass der Faktor Umweltverträglichkeit der Hauptgrund der Befragten für die Nutzung des öffentlichen Verkehr sowie des Bündner Generalabonnements ist. Auch besteht grosses Potenzial, die Nutzung des BÜGA in der Freizeitgestaltung zu stärken. Die erarbeiteten Handlungsempfehlungen greifen diese und weitere Erkenntnisse auf.

Abstract: The aim of this bachelor thesis is to improve the information management in Grindelwald. The focus is on individual guests in summer, who stay overnight. Both offline and online offers are analysed as well as the needs of the guests and the visitor streams. Under consideration of current trends, for example digitization, a catalogue of measures is presented to help optimizing the information management for the destination management organization as well as for the service providers. First, the existing literature is analysed and combined it with a practical research in Grindelwald. The literature review and the visitor stream workshop from the University of St. Gallen served as a basis. Furthermore, a guest survey was conducted and linked to interviews with the service providers in Grindelwald. Recommendations are presented for the tourism organization and the service provides in Grindelwald on how to improve the information services.

Abstract: Intercultural communication is a crucial aspect whenever different nationalities interact. Encounters between different cultures require education of all involved parties in terms of values, behavioral patterns and other attributes of other nationalities. This thesis provides a general overview of how the Indian culture can be defined and characterizes the typical travel attitudes of the Indian tourist visiting mount Titlis. The glacier landscape is one of Switzerland’s most popular destination for Indian tourists. Thus, understanding the characteristics of the Indian culture is vital to accordingly adjust the behavior and attitudes of members of the tourism industry, offered services and marketing strategies which in turn result in gaining a competitive edge. Possible challenges which could arise in connection with intercultural clashes are identified and existing measures are evaluated. A possible fine-tuning is suggested on how the current procedures can be optimized even further.

Abstract: In der Schweiz werden über 99 % aller Unternehmen als KMU verzeichnet. Stark beeinflusst wird die Wettbewerbsfähigkeit dieser durch den Umgang mit der Digitalisierung und Globalisierung. Viele der Schweizer KMU sind sich den fundamentalen Veränderungen in der strategischen Markenführung nicht bewusst, da sie Ihren Fokus auf das tägliche operative Business legen und weniger auf die strategischen Möglichkeiten. Dies lässt sich meist durch fehlende Ressourcen erklären. Diese Bachelorarbeit zeigt wesentliche Veränderungen in der strategischen Markenführung auf und geht im Speziellen der Frage nach, welche Möglichkeiten Schweizer KMU haben, um neue und innovative Wege der strategischen Markenführung mittels Live Communication zu nutzen, um sich dadurch erfolgreicher im Markt zu positionieren. Die Empfehlungen basieren auf Literaturrecherchen und werden durch Interviews mit sechs Experten aus strategischem und operativem Hintergrund sowie einer Umfrage mit Schweizer KMU unterstützt.

Abstract: The destination Gstaad organises a large variety of events, however only little effort is done to promote hiking so far. Therefore, the aim of this Bachelor Thesis is to conduct background research about what kind of hiking event would best suit the destination and which parameters need to be considered. A further aspect analysed is the importance of a clear positioning strategy of a destination and how it differs from an event positioning strategy. Through a literature review important knowledge about DMO’s, events in destinations and the activity hiking has been gathered. In a second step, a benchmark analysis about existing hiking events has been conducted. Next to that interviews with experts from other hiking destinations were held. Finally, a group-focus-interview with people from the destination Gstaad has been carried out, in order to discuss possible hiking-event formats for the destination. All this developed knowledge ends in some recommendations for the destination Gstaad.

Abstract: In recent years, China's tourism industry has developed rapidly. Mountain biking, however, hasn't yet become a tourist attraction. It is practised by few clubs and its enrolled members. To check out the potential and challenges of introducing mountain biking into the Chinese market, this bachelor thesis analyses the Swiss experience, its history and its current situation. Through literature reviews, qualitative interviews, and case studies of specific destinations, the different forms, target groups, and the preconditions for establishing attractive mountain biking offers are studied. Based on these findings, conclusions are drawn for the development of products and the management of destinations in a way suitable to future Chinese bikers.

Abstract: In this era of social media, user generated content (UGC) is getting important in people’s daily life. UGC has yet become a new type of word of mouth in tourism and affected nearly every aspect in the customer journey and behavior. This thesis try to seek out the influence of usage of UGC on customer behavior during the customer journey as an effective connection between Switzerland and China. The questionnaire interviews were also undertaken for collecting data. Moreover, the theoretical framework was adopted based on the customer decision making model to analyze the influence of social media on the intention and motivational factors of Chinese tourists. The findings show that UGC serves as a stimulus to arouse tourists’ desires, impulse and intention to travel to Swiss destinations. Based on the results of findings, the paper also discusses the marketing strategies for Swiss destinations and which is their most optimal promotion strategy on Chinese social media.

Abstract: Andermatt is an alpine destination located in central Switzerland which has undergone a transformation and upswing during the past years. Due to natural conditions Andermatt as a mountain destination is dependent on seasons. MICE tourism would offer a chance for the destination to make itself more independent from natural conditions and to position itself as an all-year round destination. This thesis will give a deeper insight into the MICE industry and provide recommendations for the Andermatt Holiday Region on how to position as a MICE destination. Interviews with experts from the MICE segment in Switzerland were held in order to determine possibilities and potential threats the MICE industry might bring Andermatt. Further, ideas and measures for Andermatt were developed, supplemented by recommendations of the author.

Abstract: Events have always played a big role within society, having historically a religious background, in modern times they adopted a more lavish and commercial nature. The key element of any successful event are the customers, their well-being and their safety should be the primary focus of any event manager. Due to the commercial nature of events and the mostly intangible benefits crowd management, the latter is often overlooked, which opens the possibility for disastrous consequences for the crowds, as well as for the organizing company or the event manager (public perception and/or economic damage). In this thesis, the reader will get an insight on the basics of crowd management, accompanied by expert interviews and case studies, which will deliver insights and practical experiences on this subject. The aim of this thesis is to deliver the basic knowledge, as well as some practical tools, of crowd management with the goal to highlight the importance of crowd management for future events.

Abstract: Nach der energetischen Sanierung startet das Umweltbildungszentrum Pro Natura Zentrum Aletsch (PNZA) 2020 in einen neuen Zeitabschnitt. Inhaltlich erfolgt eine teilweise Neuausrichtung auf die Themen «Gletscher-Klima- Energie» mit entsprechenden Auswirkungen auf das Angebot im Bereich der Umweltbildung. Dies betrifft insbesondere den Bereich der Erlebnisangebote für heterogene Gruppen (z. B. Familien, Individualgäste), die von Angeboten für homogene Gruppen (z. B. Schulen) unterschieden werden. Zu den Erlebnisangeboten gehören z. B. Erlebniswochenende, Fotoworkshops und «Yoga in der Natur». Das Ziel dieser Forschungsarbeit ist es, mittels einer Marketinganalyse Handlungsempfehlungen zu ermitteln, mit denen das PNZA die Nachfrage nach ihren Erlebnisangeboten bei heterogenen Gruppen verbessern und damit den Deckungsbeitrag durch Pro Natura verringern könnte. Die Arbeit stützt sich auf die Auswertung von Literatur und bestehenden Daten, z. B. Gästebefragungen vom PNZA. Zudem werden mittels Experteninterviews qualitative Daten erhoben.

Abstract: Mobile technologies are gaining more popularity in tourism. Research has shown that mobile applications can improve the tourist experience during the planning and on-site phase. However, tourism service providers are still struggling to adopt mobile technologies in their businesses and are facing different challenges. This thesis explores the process of the implementation of a mobile travel guide app for an e-bike route in Switzerland. Moreover, the thesis aims to identify the challenges and framework conditions of tourism service providers. Semi-structured interviews are conducted to identify how service providers are responding to the topic in general and which factors are increasing the willingness to implement and use mobile technologies for their businesses.

Abstract: In den Skigebieten sind Seilbahnen nicht mehr wegzudenken und in Städten kommen sie immer mehr zum Einsatz. Für viele Gebiete ist das Konzept einer urbanen Seilbahn jedoch Neuland. Koblenz dagegen hat bereits im Jahr 2011 in Verbindung mit der Bundesgartenschau eine solche erbaut und betreibt diese noch heute erfolgreich. Im Rahmen dieser Bachelorarbeit wird der Mehrwert, welcher eine städtische Seilbahn einem urbanen Raum bringen kann, am Beispiel der Stadt Koblenz aufgezeigt. Die Analyse der durchgeführten Experteninterviews ergab, dass der Bau und Betrieb von Seilbahnen und die daraus resultierenden qualitativen Auswirkungen jeweils Projektund Situationsbezogen sind. Die Region, deren Einwohner sowie die Wirtschaft im Allgemeinen und der Tourismus im Speziellen können auf unterschiedlichste Weise vom Betrieb einer Seilbahn profitieren. Dazu gehört die Entstehung verschiedenster Partnerschaften und Netzwerke, die dazu beitragen können, die Region und deren Tourismus zu fördern.

Abstract: Nachhaltigkeit ist das Stichwort der Stunde, das macht sich auch in Tourismusdestinationen bemerkbar. Das Bedürfnis der Gäste nach nachhaltigen Erlebnissen wird ungebremst in die Zukunft schreiten, was die Destinationen dazu zwingt, ihre Produkte und Angebote anzupassen. Vor allem beim Aufbau von neuen Angeboten muss die Nachhaltigkeit eine wichtige Rolle spielen. Diese Bachelorarbeit ist in Zusammenarbeit mit Toggenburg Tourismus entstanden und hat zum Ziel, das Konzept für einen nachhaltigen Wanderevent zu erarbeiten. Die Methodik beinhaltet eine Literaturrecherche für die Ermittlung einer theoretischen Grundlage der nachhaltigen Eventplanung. Weiter dient eine Analyse von bestehenden Wanderevents der Ernennung eines Best Practice Beispiels. Durch die Experteninterviews und die Umfrage bei Wanderern im Toggenburg werden die Bedürfnisse von potenziellen Teilnehmenden ermittelt. Unter Einbezug der gewonnenen Erkenntnisse wird ein Ansatz für ein nachhaltiges Eventkonzept entwickelt.

Abstract: Surfing has its roots in the ancient Polynesian culture and has developed into a lifestyle sport over the years. However, it is not only a sport but a culture where like-minded people share everyday rituals, norms, and values. Urbansurf, the brand of The Wave Factory which operates the mobile city wave concept in Zurich, is an outdoor lifestyle platform that enables surfing on an artificial wave within an urban environment. Besides, the offer includes a varied mix of events and culinary menus related to the surfing culture. Urbansurf wishes to be perceived as a sport and lifestyle brand in the market. Thus, the aim of this thesis is to identify whether the brand perception of customers and sponsors is congruent with Urbansurf’s positioning. Another scope of this thesis investigates the extent to which the surfing culture influences consumer behavior. Therefore, recommendations for an improved product mix are formed, based on the preferences of the different customer profiles created.

Abstract: The climate change debate in Switzerland reached a new peak in 2019 with Greta Thunberg and the “Fridays for Future” movement. In the discussion about policies and mitigation strategies one culprit is almost certain to be mentioned: Aviation. Flying is estimated to be responsible for about 5 % of the total global warming effect with its various impacts (in Switzerland about 18 %). The aim of this thesis is to analyse the newspaper coverage in Switzerland of aviation in connection with climate change. In a first part, the quantitative development of the articles in the last 10 years mentioning both topics is analysed. This is followed by a qualitative approach with a focus on the peak year of reporting, 2019, comparing the two newspapers “20 Minuten” and “Neue Zürcher Zeitung”. In the end, this thesis wants to find out how the reporting has developed, how the facts about aviation and its climate impact are represented in the newspapers and where the focus of the reporting lies.

Abstract: Aufgrund von etablierten Konsummustern der Gäste sehen sich Gastronomiebetriebe mit tageszeitlich bedingten Auslastungsschwankungen konfrontiert, die es ihnen im bestehenden Preis- und Geschäftsmodell erschweren ihre Erlöse zu steigern. Durch das Einführen von dynamischen Preisen können Gastronomen zeitlich flexible und preissensitive Zielgruppen in Randzeiten ansprechen und so versuchen die freien Kapazitäten in dieser Zeit zu belegen. Um dies zu erreichen macht es Sinn Deals auf eine Yield-Management-Plattform zu stellen, welche auf genau auf diese Gästegruppe abzielt, ohne das Geschäft mit den Gästen mit starrem Zeitkorsett zu gefährden. Das Ziel dieser Bachelorarbeit ist es, Gastronomen die Vorteile, welche das Anbieten von Aktionsangeboten (Deals) auf einer Deal-Plattform (Arbeitstitel Deal4Meals) mit sich bringt, aufzuzeigen und zu ergründen, ob mithilfe dieser Deals eine langfristige Umsatzsteigerung in den Randzeiten erzielt werden kann. Aufbauend auf einer Literaturrecherche.

Abstract: Swiss mountain destinations are developing tourism offers all year round, as all seasons are increasingly gaining in importance. Thus, tourism firms such as mountain nightclubs need to be innovative and manage their innovation process successfully to find and exploit alternative options that maintain a competitive advantage. The aim of this thesis is to provide an innovation process model for nightclubs in Swiss mountain destinations. The latter is based on a theoretical approach of innovation, the management of its process, and three innovation models. In addition, qualitative data obtained through the interviews of six nightclubs’ representatives give a valuable input. In Swiss nightclubs, innovation usually is incremental and does not involve high risks. Therefore, the model is adapted and facilitates the management of the entire innovation process. Based on the defined model, recommendations for the Riders Club in Laax are derived.

Abstract: Social media platforms started with Facebook as the pioneer and, followed by Twitter, revolutionized the marketing strategies. Although the fast-developing technologies regularly introduce new platforms with more advanced features, Facebook is still the pioneer. Social media are a primary source of information which allow the direct interaction with customers, the measurement of guest satisfaction, improvement of processes, and recognition of popular trends within an industry. The appropriate social media strategy leads to higher traffic on the website, and hereby impacts the ROI positively. ROI is also described as an umbrella term, where engagement rates, customer response and volume of likes and comments are most important. Based on a literature review and semi-structured interviews with experts, this bachelor thesis adopted a qualitative approach to asses how the performance of Swiss hotels on social media can be improved and which are the latest applicable trends for them.

Abstract: Für Pilgervereine ist die Angebotsgestaltung ein wichtiges Element, um ein Bewusstsein für das Pilgern zu vermitteln und den Austausch zu fördern. Der Verein Jakobsweg Graubünden, der den gleichnamigen Weg unterhält, hat bereits verschiedene Angebote umgesetzt. In Zukunft will der Verein mit Angeboten verstärkt neue Interessenten gewinnen und auf die spirituelle «Inwertsetzung» hinweisen. Das Ziel der Arbeit ist es, mit Hilfe der Benchmark-Analyse herauszufinden, wie der Verein langfristig erfolgreiche und nachhaltige Angebote anbieten kann. Ebenso wird geprüft, inwiefern Kooperationen mit Dritten und Pauschalangebote im Pilgertourismus ein Potenzial aufweisen. Die Arbeit liefert dem Verein Empfehlungen für die Angebotsgestaltung und zeigt die Erwartungen und Anforderungen des Pilgerns als touristisches Produkt auf. Die Ergebnisse und Empfehlungen stützen sich auf die Befragung der Vereinsmitglieder sowie den Erkenntnissen aus der Literaturrecherche und den Experteninterviews.

Abstract: Martin Studer is planning a new hotel in Chur with his company Swiss Hospitality Management. The city of Chur with its location offers some potential for hotels, which has so far been exploited mainly by small and family owned hotels. Since hotels are very capital-intensive and expensive to run, various investigations must be conducted before decisions can be made. This bachelor thesis analyses the hotel market in Chur and provides information about the demand and supply situation. It deals with market developments and possible trends. This thesis also analyses what makes a good hotel location and draws conclusions for the present case. Furthermore, the current competitive situation in Chur is examined. Also, theoretical basics about hotel types and possible operation forms are described. The results of this work support the development process and serve as a basis for decision making in order to minimize risk and expand opportunities.

Abstract: The Swiss alpine region is in transition and upcoming challenges such as structural changes or decreasing value creation require new approaches to manage future realities. Thus, unused development potentials are to be released and the long-term goal of sustainable regional development is to be pursued. In this context, peripheral regions, which are dependent on tourism, play a major role. Since these are characterized by structural weakness, regional development is reliant on governmental support and financial aid. However, these state resources are limited, which makes efficient processes and target-oriented allocation necessary. The aim of this thesis is to identify unused potentials in the tourism funding process of peripheral regions in the canton of Grisons and to provide suggestions for improvement. For this purpose, expert interviews with various stakeholders in tourism promotion are conducted and the current regional development strategy and its implementation is analysed.

Abstract: Während früher die «Wedelwochen» höchst populär waren, findet heute der Gruppenunterricht bei Erwachsenen kaum noch Anklang. Schweizer Schneesportschulen haben sich in den letzten Jahren vor allem auf den Kinderunterricht fokussiert. Doch ihre Kernkompetenzen, Wintersportarten den Menschen zu lehren, Leidenschaft zu vermitteln und Erlebnisse zu schaffen hält bis heute an. Erwachsene werden von vielen Schneesportschulen als ein potenzieller Markt betrachtet, welcher auch nachhaltig die Schweizer Skikultur fördert. Gleichzeitig nimmt die Wichtigkeit vom MICE Geschäft im Tourismus zu. Firmen suchen nach neuen lokalen Destinationen und spezielle und authentische Rahmenprogramme. Auch wenn dieses Segment schon lange bekannt ist, haben einige Skischulen mehr Erfahrung mit Firmenkunden wie andere. Jede Skischule befindet sich in einer eigenen Umgebung und hat andere Voraussetzungen. Ein Leitfaden soll jeder Skischule ermöglichen sich in ihrem Rahmen auf diese Zielgruppe auszurichten.

Abstract: Die Schweizer Privathotellerie ist gefordert. Besonders in den Bergen geht die Zahl der Hotels stark zurück und der Strukturwandel macht sich bemerkbar mit dem Trend zu grösseren Betrieben. Um sich als kleines Hotel im Markt behaupten zu können, ist die stetige strategische Weiterentwicklung des Betriebes essenziell. Mit dieser Thematik beschäftigen sich auch die Inhaber der Lenk Lodge, einem kleinen, persönlich geführten Hotelbetrieb im Berner Oberland. Das Ziel der Bachelorarbeit liegt darin, den Inhabern mögliche Massnahmen aufzuzeigen, welche es ihnen erlauben auch in Zukunft erfolgreich wirtschaften zu können. Dabei werden potenzielle Anpassungen im Geschäftsmodell und der Angebotsstruktur betrachtet. Nach einer vertieften Analyse des Betriebes werden Best-Practice Hotels analysiert und auf ihre Erfolgsmuster untersucht. Basierend auf diesen Ergebnissen werden mögliche Erfolgsstrategien für die Lenk Lodge erarbeitet, welche abschliessend in einer Chancenanalyse evaluiert werden.

Abstract: Until now, not a lot of Chinese tourists are coming to Switzerland in the winter season. The destination of Verbier now wants to enter the Chinese market for the winter season. Therefore, the destination has to be established in the Chinese market. The bachelor thesis gives an overview of the Chinese ski and winter sports market and of the particularity of doing marketing in China. To get a deeper insight into the topic, data has been collected through literature review and several interviews. Out of this information some suggestions of practical marketing tools are outlined for the destination of Verbier establishing the Chinese market. The bachelor thesis will, as an outcome, clarify why some specific marketing tools are more appropriate for Verbier when entering the Chinese market.

Abstract: Universe.com is a self-served online ticketing platform offering services to any kind of event organisers. The website is self-explanatory so that event organisers can set up independently their ticketing. The platform is already online available in Switzerland but not yet actively marketed and thus, only rarely used by Swiss event organisers. This bachelor thesis aims at developing a marketing strategy for the platform to penetrate the market. Therefore, the trends and forces of the Swiss ticketing industry are analysed. Furthermore, the market potential is evaluated, and the competitive landscape assessed by applying a benchmarking framework. Information used for the thesis are based on interview results and desk research. The elaborated strategy intends to set a potential marketing direction for Universe.com in Switzerland. The needed implementation measures are elaborated and outlined.

Abstract: Die Bedeutung der Generation Z für das Open Air Gampel stieg in den letzten Jahren stark an. Mittlerweile sind mit 70 % ein Grossteil der Besucher zwischen 17–25 Jahren alt. Das Konsumverhalten dieser jungen Generation hat sich durch die globalen Trends wie Digitalisierung oder dem Wunsch nach Nachhaltigkeit stetig verändert. Deshalb ist es essentiell, diese neuen Bedürfnisse genauer zu untersuchen. Die Literaturanalyse konzentriert sich erstens auf die Trends der Festivalindustrie und zweitens auf die Eigenschaften und Entwicklung der Generation Z. Um diese Zielgruppe noch genauer zu erforschen, werden die Besucher des Open Air Gampels mithilfe einer Online Umfrage nach ihren Motivationen und Bedürfnissen befragt. Das Festival möchte sich diesen Bedürfnissen anpassen, um sich für die Zukunft vorzubereiten und konkurrenzfähig zu bleiben. So können die gewonnenen Erkenntnisse zu einer zukünftigen strategischen Ausrichtung des Open Air Gampels beitragen.

Abstract: The consciousness of touristic companies about the impact of their business actions on society and the environment is growing continuously. An instrument, which can help to execute the social responsibility of a firm and therefore minimize their negative impacts, is an internal code of conduct. Based on a content analysis of the codes of conduct of 30 tourism and 30 non-tourism enterprises, this study aims to analyze and compare the different principles, rules and regulations, which are mentioned in said corporate documents. The objective is to determine similarities and/or differences between the codes of conduct of companies from different sectors and thus to identify possible “blind spots” in the codes of conduct of companies from the tourism industry. As there is no official guideline for touristic businesses regarding what needs to be included in a code of conduct, the results of the study will serve as good practice examples and recommendations for future action.

Abstract: Auf der Suche nach Ruhe, Natur und Authentizität interessieren sich immer mehr chinesische Individualreisende für Orte in der Schweiz, welche sich ausserhalb der touristischen Hotspots befinden. Dabei wird auch die Bergregion Graubünden zunehmend attraktiv für Chinesen, welche das Land auf eigene Faust erkunden. Damit das Hotel The Alpina in Tschiertschen bestmöglich von diesem Wachstum an Logiernächten aus China profitieren kann, ist ein fundiertes Verständnis über das Verhalten der chinesischen Individualreisenden und ein effektives Marketing während dem Pre-Stay nach Graubünden erforderlich. Das Ziel dieser Bachelorarbeit ist somit mithilfe von einer profunden Literaturrecherche und elf halbstandardisierten Experteninterviews herauszufinden, wie die Marketingmassnahmen des Hotels The Alpina in Tschiertschen weiterentwickelt werden können, um chinesische Individualreisende während dem Pre-Stay nach Graubünden gezielter und effektiver anzusprechen.

Abstract: Kirikayan Luxury Resort Group (KLRG) has been facing a hard time gaining guests to the hotel properties even before the coronavirus pandemic. Thailand has seen a shrinking number of tourist arrivals on account of the strong Thai Baht and the perceived poor safety. Koh Samui has not been spared from this downward trend. Against this backdrop, customer satisfaction and service quality have become all the more essential for hotel industries. By analyzing and hence comprehending the target group of KLRG, namely luxury guests, measures to increase customer satisfaction are evaluated and developed to welcome more luxury guests to the hotel properties. Through semi-structured interviews, a survey, and a gap-analysis, significant conclusions about the general level of satisfaction and the reasons for customer dissatisfaction are drawn. Based on these findings, the renovation of hotel facilities with sustainability in mind as well as further staff training on service quality are suggested.

Abstract: The economic development of companies is endangered by the shortage of young professionals and qualified workers. This also applies to Hotel Industries. Hotel Industries in the 21st century is increasingly having difficulties in finding qualified workers. This thesis investigates the Success Factors for the Recruitment in Hotel Industries, in which various influencing factors are examined. The results of the conducted survey allow the author to have focus on the generation and the recruiting instrument given in the thesis. Based on the macro-environmental analysis, the best practice analysis, as well as the survey results, supported by the requirements of Generation Y, a recruiting model adjusted to the Seminar-& Wellnesshotel Stoos can be created. The aim is to provide Seminar-&Wellnesshotel Stoos a hands-on Recruiting Concept for Generation Y.

Abstract: The popularity of road cycling has been increasing within the last couple of years and continues to do so. Road cycler are searching for new challenges, experiences or beautiful landscapes. Surrounded and connected by eight alpine road passes as well as being part of events such as the Tour de Suisse 2021, Alpenbrevet and Chasing Cancellara, Andermatt shows increased potential for becoming a successful alpine road cycling destination. This individual bachelor thesis investigates the current situation of the Andermatt Holiday Region and its potential in the road cycling segment. The goal is to determine possible improvements and recommendations for the region in order to exploit its full potential within this segment. These recommendations and improvements are based on success criteria evaluated from conducted expert interviews in combination with a competitor analysis of Andermatts direct competitors.

Abstract: Rhine Valley – an economically prosperous region. In the past tourism has not played a role within this destination. Nevertheless, more and more business tourists are finding their way into the rural destination, resulting in the service providers’ desire to develop the region more touristically. Could a MICE strategy be the right approach as assumed by St.Gallen-Bodensee Tourismus? This thesis explores the potential of the Rhine Valley as MICE-destination. For this purpose, both the demand and the supply side of the touristic offers within the region were analyzed. The demand side was covered by two business personas and the supply side by a catalogue with all touristic offers within the destination. These results were then discussed and deepened in expert interviews. Finally, a concept for the added value of business guests in the Rhine Valley was developed. This concept gives examples of how the stay of a business guest in the Rhine Valley could be made easier and more attractive.

Abstract: The rise of co-living and co-working spaces around the world expresses our changed lifestyle and way of working. As the younger generations increasingly escape the 9 to 5 routine and work from home, on the road or abroad, a stronger business travel culture has also emerged. While the majority of Generation Y is already active in work life, Generation Z is now entering the world of work. Lodging concepts must meet and encompass the needs of this new target generation. This bachelor thesis provides an overview of the needs and preferences of modern business travellers, Generation Y and Z, in the lodging industry. It analyses the amenities and services they perceive as important and to what extent they prefer services to be customised to their individual needs during a stay. Further, differences between the two generations are being explored and recommendations for the co-living concept Stay KooooK are derived from the findings of both the empirical work and literature review.

Abstract: In a world saturated with brands and marketing messages, event marketing in the form of hybrid eSport events offers a way to reach a target group beyond the demographic of traditional marketing campaigns. This bachelor thesis seeks to explore the essential aspects of the non-traditional communication instrument event marketing. It delves into the phenomena of brand, brand awareness and eSports and examines the modern approach of hybrid events. Centred around a qualitative research design, theoretical background knowledge is combined with empirical knowledge derived from semi-structured interviews, guided by a general interview-guide approach. Aiming to provide managerial implications, the research is mainly set to investigate how hybrid eSport events effect brand awareness in an event marketing context. Further, it outlines crucial planning steps of a hybrid eSport event and concludes if brand awareness helps when an event as such is sold to customers.

Abstract: Reiseveranstalter sind insbesondere durch die Digitalisierung gefordert ihren bisherigen Marktauftritt zu überdenken. Die gedruckten Reisekataloge werden von den Reisebüros nach wie vor als wichtiges Verkaufsinstrument angesehen. Die Erstellung der Kataloge ist jedoch sehr ressourcenintensiv für Reiseveranstalter und die Druckauflagen sinken stetig. Deshalb wird der gedruckte Reisekatalog seit geraumer Zeit in Frage gestellt. Ist das Printmedium noch zeitgemäss und erfüllt es die Bedürfnisse der Kunden? In dieser Bachelorarbeit wurden relevante Aspekte für zukunftsweisende Reisekataloge sowie potentielle Entwicklungsmöglichkeiten des Printmediums in einer qualitativen Teilstudie erforscht. Des Weiteren wurden die Erwartungen und Bedürfnisse der Kunden von knecht reisen in einer quantitativen Teilstudie eruiert. Die gewonnenen Erkenntnisse aus den beiden Teilforschungen wurden zusammengeführt und entsprechende Handlungsempfehlungen für knecht reisen abgeleitet.

Abstract: If managed sustainably, hiking routes can have economic, social, and environmental benefits. The Via Dinarica aims to encourage tourists to stay in rural areas by promoting communities in the Dinaric Alps. It connects the Western Balkans and fosters the rural development of the region by establishing a sustainable and diversified tourism offer. This Bachelor Thesis discusses success factors for sustainable hiking tourism based on literature research, best practice examples and expert interviews. Furthermore, the current development and challenges of the Via Dinarica in Croatia are assessed. The thesis gives suggestions on how the trail in Croatia can further be developed in a sustainable way in order to increase the benefits for the communities and enhance its standing as a sustainable tourism product. In a last step it will examine German and Swiss travel agencies’ interest in offering Via Dinarica as a product and how their expectations can be met by local tourist service providers.

Abstract: Der FIS Ski Weltcup Final 2021 bildet der jährliche Abschluss der Skirennsaison 2020/2021 und findet Mitte März 2021 zum sechsten Mal in der Lenzerheide statt. Trotz zunehmender Begeisterung für Sportevents und den dazugehörenden festlichen Aktivitäten konnte die Besucherzahl der bisherigen Weltcup Finals in der Lenzerheide nicht voll ausgeschöpft werden. In dieser Bachelor Arbeit wird ein Konzept zur Integration der verschiedenen Eventpartner erstellt, mit dem Ziel, eine definierte Zielgruppe anhand unterschiedlicher Kommunikationsaktivitäten anzusprechen. Mittels Experteninterviews wurden die Allgemeinen Kommunikationsmittel, die Kommunikationsmittel des Partnernetzwerkes, Zielgruppe und Zeitraum analysiert. Das Konzept zeigt daraufhin die Strategie und Massnahmen für die Integrierung des Partnernetzwerkes auf.

Abstract: Aufgrund dubioser Vorfälle bezüglich Bestechungsversuche oder Korruptionsvorwürfe haben Schweizer Unternehmen in den letzten Jahren Compliance-Richtlinien eingeführt oder verschärft. Gerade das Einladen von Kunden zu Veranstaltungen ist diesbezüglich von Bedeutung. Mitarbeiter eines Unternehmens können nicht mehr bedenkenlos ein Angebot zu einer Eventteilnahme annehmen. Da solche Einladungen meist Hauptbestandteil von Sponsoringvereinbarungen sind, verlieren diese an Attraktivität und Veranstalter stehen vor einem Finanzierungsproblem. Mittels Literaturrecherche und Experteninterviews werden verschiedene Gestaltungsmöglichkeiten von Sponsoringkonzepten untersucht, welche die gesetzlichen und individuellen Compliance-Richtlinien von möglichen Sponsoringgebern einhalten. Ausserdem wird aufgezeigt, welche Massnahmen Veranstalter von Wirtschaftsforen ergreifen können, um den Sponsoringgebern ein attraktives Konzept anzubieten, welches den Compliance-Richtlinien entspricht.

Abstract: Der Lünersee im österreichischen Bundesland Vorarlberg wurde 2019 in der Sendung «9 Plätze – 9 Schätze» zum schönsten Platz Österreichs gewählt. Neben den Chancen, die sich für die touristische Vermarktung zur optimalen Inwertsetzung dieses Titels ergeben, sind mit dieser Auszeichnung auch Gefahren in Zusammenhang mit Overtourism verbunden. Das Ziel dieser Bachelorarbeit ist die frühzeitige qualitative Antizipation möglicher Gefahren durch Overcrowdings / Overtourism durch den Titel «Schönster Platz Österreichs» und die Definition möglicher Strategien zu deren Vermeidung bei gleichzeitig optimaler Inwertsetzung des Angebotes. Die Arbeit stützt sich auf die aus den Experteninterviews gewonnenen Informationen, einer Benchmark-Analyse sowie den Erkenntnissen einer Customer Journey.

Abstract: Mit der zunehmenden Digitalisierung ist das Crossmedia-Marketing zu einer wichtigen Marketingstrategie für Unternehmen herangewachsen. In der Kongressbranche scheint sich die multimediale Strategie dennoch nur graduell zu etablieren. Die Bachelorarbeit untersucht die Anwendung von Crossmedia-Marketing auf Kongresse. Dabei zeigt sie den Mehrwert auf, welcher durch diese Anwendung erzielt werden könnte. Überdies werden sowohl die dafür benötigten Ressourcen und Kompetenzen evaluiert als auch potenziell auftretende Herausforderungen ermittelt. Mittels einer Literaturrecherche wird ein Überblick zur Crossmedia-Thematik geschaffen. Anschliessend wird der Theorieteil mit den Erkenntnissen aus den Experteninterviews ergänzt. Eine Benchmark-Analyse mit Musikfestivals soll zusätzliche Inputs liefern. Basierend auf den Erkenntnissen wird abschliessend ein Innovationskonzept mit Umsetzungsmassnahmen zur crossmedialen Vermarktung von Kongressen erstellt.

Abstract: The Chinese middle class is growing due to their booming economy. This has led to an increased number of Chinese tourists traveling to Europe. Even though the Chinese have been traveling to Switzerland for nearly 30 years, they are still a challenging target group due to the cultural differences between the Chinese and the Swiss. The first impression counts. Therefore, front office employees in the Swiss hotel industry should be well trained in intercultural competences in order to deal with these challenges. The goal of this bachelor thesis is to create a training framework for developing workshops for front office employees so that they can welcome these guests in a manner that would increase customer satisfaction. To reach this goal, a background analysis was done and interviews with various hotel managers were conducted to help the author not only better understand Chinese culture and behavior but also better understand their needs and expectations as hotel guests in Europe.

Abstract: The Atzmännig region is a popular destination for day travellers from nearby agglomerations. Like many other destinations, Atzmännig faces the challenge of being rather weather dependant. To strengthen the already existing offer, the destination needs to introduce new tourism products to be less dependent of such weather influences. This Individual Bachelor Thesis analyses the behaviour and needs of the tourists of Atzmännig based on a customer survey which helps understand how customers react to certain weather conditions and identify possible gaps of offering. Additionally, expert interviews help to define the term weather independency, determine success factors and possible expansion of offers. From the results of the conducted research, potential new offers to become more independent of weather influences will be discussed. Those recommendations ought to provide the management of the Sportbahnen Atzmännig AG with valuable information for a future expansion of their product range.

Abstract: Der Tourismus im Alpenraum stagniert. Zwar nimmt die Anzahl an Tagestouristen zu, die Entwicklung der Logiernächte verläuft jedoch anders als in den Schweizer Städten enttäuschend. Ein möglicher Lösungsansatz zur Steigerung der Attraktivität alpiner Destinationen stellt eine Aufwertung und bessere Nutzung der Vernetzung dar. Diese Bachelorarbeit beschäftigt sich mit einer darauf abzielenden Produktinnovation, dem Swiss Alpine Park. Ähnlich einer Kreuzfahrt oder einem Roadtrip wird der Schweizer Alpenraum mit einer mehrtägigen Zugreise zum Erlebnis. Alle Komponenten der Reise sind dabei über eine einzige Plattform buchbar. Um das Produkt erfolgreich am Markt verkaufen zu können, ist die vorgängige Ermittlung der Kundenbedürfnisse essenziell. Mittels explorativen Experteninterviews wurde die anschliessende Kundenumfrage kalibriert. Dazu wurden mehrtägige Reisen auf Wasser, Schiene und Strasse auf deren inhärente Erfolgsfaktoren und Schwachpunkte untersucht.

Abstract: Due to seasonal fluctuations, gastronomy businesses in the alpine region have problems finding qualified employees as they cannot offer them a full-year contract. In contrast, gastronomy businesses in urban lake regions have a similar problem during wintertime. This thesis aims to explore the challenges seasonal gastronomy businesses face and to investigate the advantages, challenges, and the potential of cooperation and shared staffing models between alpine and urban lake regions with the example of Zurich and Lucerne and the Grisons. The paper is based on the knowledge derived from various expert interviews, and it is supplemented by an online employee survey and background literature review. The findings guide gastronomy businesses to overcome the problem of qualified full-year employees, give recommendations for possible forms of collaborations, and show to what extent and under which circumstances these managerial solutions are likely to be implemented.

Abstract: Innovationstätigkeiten sind in stark gesättigten Märkten wie dem Tourismusmarkt überlebensnotwendig. Bei ständig wechselnden Nachfragebedürfnissen, den kurzlebigen touristischen Verhaltensmuster, dem gesellschaftlichen Wertewandel und anderen dynamischen Einflüssen braucht ein Hotel immer wieder neue Dienstleistungen und Produkte um die Wettbewerbsfähigkeit zu stärken. Die Grundlage dieser Bachelor Arbeit bildet die relevante Literatur zu den Themen Innovation und Innovationsprozess. Darauf aufbauend werden die gefundenen Ergebnisse aus der Forschung mit Vorgehensweisen aus der Unternehmenspraxis verglichen. Um Einblicke in die Unternehmenspraxis zu erhalten und Erfahrungen aus der Praxis zu sammeln, wurden Interviews mit kompetenten Experten aus der Hotellerie Branche durchgeführt. Das Ziel dieser Arbeit ist es, im Auftrag der Firma MA-people Handlungsempfehlungen für KMU-Hotelbetriebe zu entwerfen. Diese Handlungsempfehlungen sollen dazu dienen, dass Unternehmen ihre Innovationen zu.

Abstract: In a modern globalized world, human beings interact daily with people they don’t know but they must trust to a certain degree. Tourism as one of the leading industries has brought economic successes but has come too with important social, political and ecological costs. International cooperation is needed to solve globalized problems we are confronted with. Could tourism, which is part of the problem, be part of the solution? Is it possible to further mutual understanding and international cooperation through traveling? Through literature review and qualitative interviews this bachelor thesis attempts to narrow down the preconditions under which traveling can contribute to the integration of people into a world of equal and respected individuals. Under which circumstances can tourism lead to a reduction or even an abolishment of prejudices? Only individuals willing to be empathetic and sympathetic and eager to overcome their own limitations will profit from these encounters.

Abstract: Sustainable event management plays a significant role in the modern event industry. However, food waste is an important topic which is not yet advanced in the field of events. This bachelor thesis followed a qualitative inductive approach by conducting semi-structured interviews. Event experts, as well as experts in food waste helped to understand the attitude of Swiss event organizations regarding food waste. The interviews outlined the main challenges at events, which may be a limiting factor to the implementation of food waste measures. Furthermore, this thesis examined how Swiss events deal with food waste and what future measures could be taken. With these findings, a list of potential benefits for Swiss events arising from food waste measures was established. This thesis was written in collaboration with KITRO, a start-up focusing on food waste reduction in gastronomy. The main findings aim to encourage Swiss event organizations to increase their commitment against food waste.

Abstract: Die Region Oberaargau steht im Bereich Tourismus noch am Anfang. Beim Aufbau von einem erfolgreichen Tourismus spielt die Wahrnehmung der Bevölkerung eine zentrale Rolle. In dieser Arbeit wird in Zusammenarbeit mit der Erlebnismacher AG, die das Mandat für die Destination Oberaargau inne hat, eine Analyse der touristischen Wahrnehmung der Bevölkerung durchgeführt. Dabei werden PR Massnahmen abgeleitet und mögliche Lösungsempfehlungen zur Stärkung der Identität aufgezeigt. Das Tourismusbewusstsein muss im Oberaargau gesteigert werden, damit die Einwohner zu Botschaftern der Region werden und die Destination nach aussen tragen. Die Zufriedenheit der Gäste hängt zu einem grossen Teil von der Bevölkerung ab. Die Thesis generiert Wissen durch Interviews mit Experten sowie einer Fokusgruppe mit lokalen Personen aus verschiedenen Regionen des Oberaargaus. Der theoretische Teil über das Kommunikationsverhalten einer DMO gegenüber der Bevölkerung wird in der Literaturrecherche abgehandelt.

Abstract: Für Destinationsmanagementorganisationen (DMO) stellt die Produktentwicklung ein wichtiges Element dar, damit sich eine Destination positionieren, vom Wettbewerb abheben und mehr Gäste gewinnen kann. Gemäss den Ergebnissen des Tourismus Monitor Schweiz wird ein «Meet the Locals»-Konzept im Kanton Uri als passende Lösung erachtet, um den Tourismus zu stärken. Das Ziel dieser Bachelorarbeit ist es, mithilfe einer Marktanalyse herauszufinden, ob diese Einschätzung stimmt, im Kanton Uri Potenzial für ein solches Konzept besteht und grob zu beurteilen, wie dieses aussehen kann. Dazu wird die Bereitschaft zur Teilnahme an einem solchen Angebot geklärt und es werden Produktkategorien ermittelt, um daraus konkrete Produktvorschläge zu ziehen. Die Ergebnisse und Empfehlungen stützen sich einerseits auf Onlinebefragungen von Einheimischen und Gästen und andererseits auf der qualitativen Ebene auf Experteninterviews, sowie einer Benchmark-Analyse von bestehenden «Meet the Locals»-Konzepten.

Abstract: Mobility as a Service is touted as the all-encompassing solution to future mobility needs that blends traditional public transport services with access to new shared modes. At the center of the ecosystem is a booking platform that acts as an integrator of mobility services linking each to the consumer. While the organism is focused towards the urban user who has a comprehensive offering within the systems boundaries, rural users on the outskirts of the structure are unlikely to be served so well. A qualitative inductive approach through an ethnographic study was undertaken in combination with semi structured expert interviews of transport providers to establish the drivers of rural customers as well as their future transportation offerings. The findings present clashes between future solutions and the needs of the users, who may experience increased journey times and costs, resulting in the questioning of the necessity for each journey and reducing their freedom to enter the system.

Abstract: A clear marketing strategy for the non-profit organization VilanCool Water Sports is essential to ensure sustainable social impacts for the community in the developing country of Mozambique. The aim of this paper is to outline the impact for the community and to analyze the offer of VilanCool Water Sports and the specific target groups. In a second step, the goal is to adapt the findings and give concrete recommendations on how to implement a decent marketing strategy. An extensive literature review, expert interviews and field observation has been undertaken to identify marketing methods, social impact measurements and ways to approach kite surfers. Several marketing techniques have been established including search engine optimization, social media campaigns and on-site marketing activities. In the end, this paper should help VilanCool Water Sports to target their customers with the right instruments and help to attract more clients to generate more revenue for the project.

Abstract: The convention bureau Zurich is associated with Zurich tourism. The main tasks of the convention bureau Zurich are planning, organizing and implementing business events. One major part of the work are the incentive trips of foreign companies to Zurich. Currently, the number of North American incentive customers in Zurich is not satisfactory, the market is considered to have much more potential, which is not yet fully exploited. This Individual Bachelor thesis investigates the needs, expectations and preferences of North American customers regarding incentive trips. Furthermore, this thesis examines the requirements for an incentive destination. In addition, the current incentive market in Switzerland, especially Zurich, is assessed and analyzed. The study was conducted with the help of industry expert interviews. Finally, suggestions for improvements are included in the recommendations.

Abstract: Graubünden Ferien (GRF) is the canton's tourism marketing organisation. Together with its partners, GRF develops and markets new and existing products, packages and services with the aim of attracting more guests. A possible package could be ‘conciergerie’ for 2nd homes, which is the subject of this Bachelor thesis. By offering such to owners, more 2nd homes could be rented to third parties which would result in higher value creation within Grisons. Because of the effort that comes with renting out (cleaning, key handling etc.), many owners do not rent out their apartments. The thesis explains the reasons and tries to find out the biggest pain point through secondary research and expert interviews. From the information gathered, a solution for this pain point, a so-called ‘module’ can then be derived. Different options of the evaluated module are validated with owners and potential guests to find the most suitable. With these recommendations, GRF can continue research in this field.

Abstract: Die Logiernächte in Graubünden sind in den letzten fünf Jahren stagniert und oder gesunken. Graubünden Ferien möchte aus diesem Grund neue Gäste nach Graubünden bringen und zusätzliche Logiernächte generieren um den Tourismus Kanton Graubünden wieder auf die Sprünge zu helfen. Da die Anzahl an rennradfahrenden Gästen in Graubünden in den letzten Jahren deutlich zugenommen hat, sieht Graubünden Ferien (GRF) ein grosses Potenzial für die Zukunft in diesem Segment. Mit Hilfe von Marketing Aktivitäten und einer zielgruppenorientierten Angebotsgestaltung durch Graubünden Ferien sollen weitere Logiernächte für Graubünden generiert werden. Um die Angebote und die Marketing Aktivitäten zielgruppengerecht zu gestalten, wird in dieser Bachelorarbeit eine umfassende Zielgruppenanalyse unter Rennradfahrern anhand einer quantitativen Umfrage durchgeführt. Basierend auf den Erkenntnissen der Umfrage und der Literaturrecherche wird ein Vermarktungsleitfaden für das Segment Rennradfahren erstellt.

Abstract: Over the past decades, Asia has experienced a strong economic boom along with a rapidly growing population. A development that has turned Asia into a highly attractive market for the international tourism industry. In the foreseeable future, the young Generation Z is expected to experience a significant increase in their international travel activity as a result of rising incomes and a higher level of education. This generation differs greatly from their parents, which is also reflected in a changed travel behavior. The aim of this Bachelor Thesis is to explore the potential travel behavior of the Asian Generation Z in Swiss mountain destinations based on the case of Davos-Klosters. With this goal, interviews with representatives of the Generation Z from Singapore are conducted to explore their needs and expectations with regards to travel in Swiss mountain destinations. Based on that, critical success factors for addressing the target group of Generation Z are identified.

Abstract: The non-profit association Futouris is committed to a sustainable development of the travel industry. This is mainly realised through various projects around the world. One of these projects was implemented with the introduction of a binding standard for sustainable lodges in the coherent Kavango Zambezi Transfrontier Conservation Area. However, to ensure the long-term benefits of such initiatives, ongoing revisions and improvements are essential. Thus, this bachelor thesis assesses the entire project and provides a concrete guideline for its continuation. Based on a broad literature research and expert interviews, both the implementation and the results are evaluated. The benefits for the individual stakeholders are discussed and the challenges during and after the implementation of the project are identified. On the basis of these findings, the bachelor thesis elaborates future approaches for the further course of the project and presents possible suggestions for improvement.

Abstract: The Royal Government of Bhutan institutionalized a worldwide unique sustainable tourism policy, which aims for high-value, low-impact tourism development. Bhutan therefore, has been cited as the prime example case of a successful sustainable tourism approach. The tourism policy is founded on the principles of sustainability, meaning that tourism must be environmentally and ecologically friendly, socially and culturally acceptable and economically viable. Nonetheless, even a sustainable tourism market is faced with issues along the years, stemming primarily from the involved stakeholders. This Bachelor Thesis provides recommendations for improving stakeholder communication and cooperation in Bhutan’s tourism industry by identifying current or possibly upcoming issues. The current tourism stakeholder roles in Bhutan are assessed and analyzed. The assessment is based on the gained knowledge from the interviews conducted with stakeholder’s representatives in Bhutan.

Abstract: Destination Management Organisations (DMOs) aim to offer holistic guest experiences. Holistic guest experiences create value for the individual tourist and enhance tourist experiences as such. From a tourism destination perspective, cooperation and networking between the individual tourism service providers within the destination are required to allow for a smooth and holistic guest experience. In this regard, data sharing among the different service providers and the DMO has become crucial in order to bundle the individual service offers. This paper examines the basis for successful networking and the willingness for data sharing of service providers by means of the case Bad Zurzach Tourismus AG. The goal is to disclose potential barriers and explore critical success factors for data sharing. Thus, the overarching goal of this Bachelor Thesis is to evaluate and minimize the gap between DMO and business partners regarding data sharing.

Abstract: Der Sport- und Gesundheitstrend ist auch im Tourismus angekommen. Gerade in der Freizeit und den Ferien widmen sich viele Menschen ihrer Gesundheit und treiben deshalb Sport. Ein Trend, der dem Schweizer Bergtourismus entgegenkommt. Infolge der Neuorganisation der Moosalp Tourismus AG sind die Neupositionierung und die damit zusammenhängende Entwicklung neuer Angebote ein zentrales Element. Neben dem Bereich der Erholung möchte die Moosalpregion ein attraktives Bewegungsangebot schaffen. Mit der Sportart Trailrunning kann ein Trend genutzt werden, der Läufer in die Region bringt. In dieser Bachelor Thesis wird mittels Experteninterviews und einer Fokusgruppe das Potenzial der Trendsportart für die Moosalpregion untersucht. Ein Public Domain Benchmark mit drei Destinationen, die bereits auf Trailrunning setzen, soll weitere Inputs für ein optimales Angebot liefern. Basierend auf diesen Analysen werden Empfehlungen für die Entwicklung eines umfassenden Trailrunning-Angebots abgegeben.

Abstract: The destination of Davos Klosters is well-known due to its conferences, diverse sport activities and nature scenery. However, just like any alpine destinations, the destination is plagued with climate and seasonality issues. Due to these factors, the importance of their summer tourism has been recognized. This Bachelor Thesis provides an overview of the needs and behaviour of the tourists in Davos Klosters in the summer. A questionnaire is used to gather vital data but also to identify the gaps of their summer offerings. From the results of the questionnaire, potential offers for the new segment will be discussed. One specific offer will be deeply analysed as per request of the representative of the destination. Recommendations for the specific market segment will be deduced from literature reviews and the questionnaire. The potential of these recommendations will be assessed from interviews with experts from other destinations and an expert with a deep understanding of the segment.

Abstract: Beautyport.net is a start-up company based in St. Moritz. It imports and distributes high class beauty and lifestyle products to clients and re-sellers throughout Switzerland and Europe. In the future, the company would like to distribute certain products to the premium sector spas and hotels in Switzerland. Considering that wellness and wellbeing is a very dynamically growing sector of the global economy, comprehensive strategy based on the recent up-to date information is needed to enter the market. This bachelor thesis analyses opportunities existing for new market entrants and suggests a possible market entry strategy. The paper is based on the expert knowledge accessed via various expert interviews and supplemented by the literature review. The entry strategy includes market development strategy, probable marketing measures and promotional activities, as well as recommendations for handling the premium sector via online shop.

Abstract: Nature trails, especially educational paths and topic-based walking paths exist in various forms in Switzerland. However, nowadays it is questionable if they serve their purpose anymore and if the environmental impacts are higher than the advantages. This bachelor’s thesis provides recommendations regarding the evaluation of existing nature trails in terms of attractiveness and environmental disturbance. Furthermore, the bachelor thesis analyses the development of digitalisation including chances and limits for the future. Investigation and analysis of this topic may provide information of interest to the Stiftung Landschaftsschutz Schweiz and nature trail operators to help improve the conditions for visitors and to ensure the conservation of the environment. The recommendations are based on gained knowledge from the interviews conducted with different players in the nature trails sector.

Abstract: An airport usually is one of the first touchpoints for travelers with a tourism destination. Since there is no second chance for a first impression, it is vital to know if and how an airport influences a certain destination and represents its image. Since global air transport demand is increasing, the competition between airports has risen simultaneously. The increasing number of airports available for travelers has opened a new competitive market. It has thus become crucial for airports to represent their destination in order to attract new guests and bring former guests back again. The aim of this Individual Bachelor Thesis (IBT) is to investigate how opinions of tourists are affected by a destination’s airport. Therefore, the airport choice preferences of tourists in multi-airport regions are researched and analysed. The methodological approach of this IBT involves an online survey with air travelers from all over the world.

Abstract: Die Veranstaltungsbranche hat sich massiv verändert. Messen befinden sich aktuell aufgrund verschiedenen Trends und dem Wandel der Gesellschaft in der Transformation. Zudem stehen Messen vor zahlreichen Herausforderungen, wenn es darum geht, die aktuellen Bedürfnisse der Messebesucher zu erfüllen und sie dadurch für die Messe zu mobilisieren. Diese Bachelorarbeit analysiert die Trends und Bedürfnisse der Messebesucher in Bezug auf das Messewesen, die Side-Events und der Kommunikation. Darüber hinaus gibt diese Arbeit der Rheintalmesse RHEMA Empfehlungen, wie diese Bedürfnisse in einem zukünftigen Eventkonzept umgesetzt werden können. Die Empfehlungen basieren auf Literaturrecherchen und werden durch eine Umfrage an der RHEMA sowie Experteninterviews mit verschiedenen Messeleitungen sowie einem Experten in der Veranstaltungsbranche unterstützt.

Abstract: Die Schweizer Bergbahnbranche hat schwer zu kämpfen. Schwankende Auslastungen, Überkapazitäten und ein zunehmender Wettbewerb mit grossem Preisdruck machen der Branche zu schaffen. In der Schweiz versuchen sich nun immer mehr Bergbahnen an neuen Preis-Modellen um sich aus ihrer beklemmenden Lage zu lösen. So hat die dynamische Preisermittlung analog der Flugbranche auch bei Bergbahnen Einzug gehalten. Viele Schweizer Bergbahnen nähern sich diesem System allmählich an. Die Moosalp Bergbahnen sind ein kleines Bergbahnunternehmen im Oberwallis. Aufgrund der Branchenveränderungen muss sich das Unternehmen künftig noch intensiver mit ihrem Geschäftsmodell auseinandersetzen. Das Leistungsangebot und die Kundenstruktur müssen analysiert und überarbeitet werden. Diese IBT analysiert die Kundenstruktur sowie das Preismodell der Moosalp Bergbahnen und zeigt Auswirkungen der verschiedenen Preismodelle. So soll eine Entscheidungsgrundlage zur Einführung eines dynamischen Pricings geschaffen werden.

Abstract: The need for people to travel for business and leisure reasons is a key driver for the growth in the aviation industry. Due to capacity shortage at airports and in the airspace, punctuality of airlines is an increasingly important topic. Furthermore, punctuality is a key driver for passenger satisfaction and therefore important for airlines like Swiss. In this IBT the turnaround process and delay drivers are researched and documented, in order to understand what can hinder an airplane to be on time. To stop passengers from being dissatisfied about the service they receive, it is important to understand the customer. That is why the purpose of this thesis is to understand the level of delay which is still acceptable for travellers without being dissatisfied with the delayed airline. To get a perspective of the supply side, the question on whether a change in departure-slots may affect punctuality in a positive way is another aspect which is researched during the process of this thesis.

Abstract: Die SC Rapperswil-Jona Lakers sind ein professioneller Schweizer Eishockeyclub. Die erste Mannschaft spielt in der obersten Schweizer Eishockeyliga, der National League. Ticketverkäufe stellen eine wichtige Einnahmequelle für den Club dar. Jedoch war die prozentuale Stadionauslastung in der St. Galler Kantonalbank Arena in der vergangenen Saison eine der tiefsten der gesamten Liga. In dieser Bachelor Thesis werden Lösungsmassnahmen im Ticketing Bereich vorgestellt, die einen positiven Einfluss auf die Zuschaueranzahl bei Heimspielen der SC Rapperswil-Jona Lakers haben sollten. Mittels einer Onlineumfrage wurden die Zuschauerbedürfnisse analysiert. Eine Benchmark-Analyse mit Best Practice Clubs aus der Schweizer und Deutschen Eishockeyliga zeigt auf, in welchen Bereichen das Angebot in der St. Galler Kantonalbank Arena ausbaufähig ist. Die Ergebnisse aus den Analysen dienen als Grundlage für die Ideengenerierung der Umsetzungsmassnahmen.

Abstract: The Greek islands have become very popular in the past years and major islands like Santorini Rhodes, Crete, Mykonos and Corfu belong to the top destinations in Greece. Ledra Hotels and Villas is a leading hospitality group of companies with various hotels on Crete and Corfu. Ledra Hotels and Villas’ philosophy stands for elevated luxury and authenticity. The idea of Ledra is to invest and build a Boutique Hotel on a minor Greek island, which is unspoilt by tourism and still offers Greek traditions for hotel guests. Based on an analysis about the Tourism and the availability of Boutique hotels on minor Greek islands, the thesis provides a guideline for the selection of a suitable location. The recommendations are derived from literature research and interviews with tourism and hotel experts from the area. Furthermore, the thesis describes the key components of a Boutique hotel concept, which is in line with Ledra’s philosophy.

Abstract: Die Nachfrage nach Reise- und Outdoorausrüstung stagnierte in Europa in den letzten Jahren. Diese Tendenz hat ebenfalls eine Auswirkung auf die Travel & Outdoor Retail Branche in der Schweiz. Die Transa Backpacking AG organisiert seit Jahren Events im Travel & Outdoor Bereich um Kunden und Mitarbeiter langfristig an das Unternehmen zu binden. Durch die stetige Entwicklung des Eventbereichs wird in dieser Bachelorarbeit die Frage beantwortet, wie und in welchen Themenbereichen vorhandene sowie zukünftige Events des Travel & Outdoor Retailers weiterentwickelt und gestaltet werden können. Im Rahmen dieser Bachelorarbeit wird aus diesem Grund evaluiert, wo die Eventnachfrage im Travel & Outdoor Bereich zurzeit liegt und welche Indikatoren essenziell sind, um erfolgreiche Events zu organisieren. Basierend auf den Erkenntnissen werden praxisbezogene Empfehlungen für das Eventmanagement vorgestellt. Diese zeigen zudem auf, wie eine Brand Community durch Events positiv beeinflusst werden kann.

Abstract: Im Kanton Nidwalden gibt es noch einiges an Potential um das touristische Angebot breiter sichtbar zu machen und den Tourismus in der Region zu fördern. Seit zwei Jahren überträgt der Kanton Nidwalden die Aufgaben der überbetrieblichen Tourismusförderung mit einer Leistungsvereinbarung an Nidwalden Tourismus. Ziel der Arbeit ist, Bereiche für Nidwalden Tourismus zu identifizieren, mit welchen eine grössere touristische Strahlkraft in der Erlebnisregion Luzern-Vierwaldstättersee erreicht werden kann. Wichtige Aspekte rund um Kooperationen werden mit einer vertieften Literaturrecherche untersucht. Durch Interviews und mehreren strategischen Analysen werden Erkenntnisse gewonnen, die als Basis für die Entwicklung einer Kooperationsstrategie für Nidwalden Tourismus dienen. Anschliessend werden Umsetzungsvorschläge in zwei spezifischen Segmenten gegeben. Durch die Interviews können Ansprüche von Leistungsträgern berücksichtigt und potentielle Synergien aufgezeigt werden.

Abstract: Die Veranstaltungsbranche ist im Umbruch und wird von verschiedenen Megatrends, wie die Individualisierung, beeinflusst. War der klassische Event mit einem eindimensionalen und bühnenbezogenen Frontalvortrag kaum lenkbar was den Informationsgewinn für die Zuschauer anbelangt, wird heutzutage auf Individualität sowie Customization grossen Wert gelegt. Das mehrdimensionale Event Format bietet diesen Bedürfnissen grossen Raum. In der Bachelor Thesis werden verschiedene Aspekte des klassischen Event Formates mit dem mehrdimensionalen Event Format verglichen und deren Vor- und Nachteile einander gegenübergestellt. Daraus wird zu entnehmen sein, ob sich bei einem mehrdimensionalen Event ein Mehraufwand für den Veranstalter ergibt. Gleichzeitig wird erforscht, in welchem Mass sich ein Besuch eines mehrdimensionalen Events für die Teilnehmer lohnt.

Abstract: In cultural studies and cultural management, Hofstede's and Lewis' dimensions of culture play an important role. Motivated by a simplified approach to individual and collective identity, these approaches construct essentialist generalizations/stereotypes. Based on the negative experiences made because of nationalist dogmatism and on the individualization process taking place throughout the world, the second part of the IBT proposes a social-constructionist approach to identities. Indeterminacy and contingency are core elements of this concept, which is why meeting people we don't know means to approach them on a cooperative basis to make sure that the developing reality gives equally satisfaction to all people involved. Against this backdrop, being a convincing host in the tourism industry means to treat guests as unique individuals, not as representatives of a group or nation. It furthermore means to be open-minded, creative and to be willing to walk a short path together.

Abstract: Fideriser Heuberge (FH) is a mountain lodge-type accommodation and a popular winter destination which is located in Prättigau. During peak season, activities such as sledging and skiing are in high demand and therefore, FH enjoys high occupancy rates. To increase occupancy rates during off-peak season (from June to October), FH has put more focus on offers such as wedding services (WS) but it has not been a success. The main objective of this thesis is to provide advice to FH on how to improve their situation during off-peak season. We evaluate FH’s status quo using SWOT analysis which is based on literature review and multiple interviews to find out if WS fit well in the current strategic direction. Market conditions and competitors’ service portfolios are also analysed. Finally, prerequisites for success and recommendations in terms of strategy, positioning and marketing are provided.

Abstract: Der Tourismusverein Churwalden ist eine eigenständige Organisation, welche sich für die Weiterentwicklung und Aufrechterhaltung des Tourismus in Churwalden einsetzt. Das Angebot an Übernachtungsmöglichkeiten in Churwalden ist aktuell sehr gering, weswegen der Tourismusverein Churwalden mit diesem Projekt im Bereich Erlebnisschlafen eine eigenständige Positionierung auf dem Markt beabsichtigt. Diese individuelle Bachelorarbeit umfasst ein Erlebnisschlafen Konzept für die Destination Churwalden. Darüber hinaus werden Empfehlungen für die nächsten Schritte beschrieben, um das weitere Vorgehen zu verfolgen. Das Konzept basiert auf den Erkenntnissen einer Literaturrecherche, einer SWOT Analyse, Experteninterviews sowie einem Gruppenfokusinterview. Das Erlebnisschlafen Konzept berücksichtigt die Meinung verschiedener Interessenten, Experten und Autoren. Das Erlebnisschlafen Konzept in Churwalden ist umsetzbar und stellt die Grundlage für das weitere Vorgehen dar.

Abstract: Lesbian, Gay, Bisexual and Transgender Tourism (LGBT Tourism) is a term that is becoming more and more widely known. Although being a niche product, a growing number of destinations is interested in attracting this target group. This is partly due to the fact that the LGBT community is gaining visibility and is therefore increasingly being remembered by tourism providers, but also to the fact that there is often a high financial potential assumed behind these guests. The aim of this Bachelor thesis is to find out which factors make up a successful LGBT destination. A further focus is placed on Switzerland as an LGBT destination and on Israel, the supposedly better-known LGBT destination. In a first step, the current state of knowledge about LGBT Tourism is worked out with the help of literature research. A deeper insight into the topic is gained in a second step through interviews with experts in the field of LGBT Tourism.

Abstract: The iconic mountain guesthouse Aescher became well-known within only a short period of time due to social media and other media coverages. The result was a massive boost in the number of visitors from all over the world to a place that was previously known mainly by locals from the surrounding municipalities. This thesis provides recommendations to manage and better spread visitor flow both spatially and temporally in order to avoid a high concentration and thus, to diminish the negative effects of high use levels. Furthermore, it describes the attitude of the host community as both residents of the area and visitors of the guesthouse and suggestions on how to engage them. The latter is evaluated based on the results of a survey among locals. Additionally, possible visitor control measures and influencing factors on visitor behaviour are assessed and further analysed based on interviews conducted with managers of touristic hotspots and with an expert in the field of consumer behaviour.