Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: The Scuola Specializzata Superiore Alberghiera e del Turismo (SSSAT) and the Hochschule für Technik und Wirtschaft (HTW) are both reputable Swiss educational institutes offering academic qualifications in tourism. After gaining their Swiss diploma, students of the SSSAT can further their academic and industry applied education by joining HTW in order to gain an internationally accredited B.Sc. degree. The purpose of this thesis is therefore to establish the existing situation as well as identify any potential opportunities concerning the current transfer system from SSSAT to HTW in order to highlight the mutual benefits of cooperation. The methodological concept and evaluation framework of this paper is based on critical analysis of the transfer system, expert interviews including a follow-up survey questionnaire which identify concrete options leading to more transparent and effective communication.

Abstract: Nachwuchsathleten sehen sich in Bezug auf Individualsponsoringmöglichkeiten und der beruflichen Weiterbildung parallel zum Sport mit grossen Herausforderungen konfrontiert. Ein alternativer Sponsoringansatz, der sowohl das Individualsponsoring eines Nachwuchssportlers als auch dessen berufliche Förderung kombiniert, kann diesen beiden Schwierigkeiten Abhilfe verschaffen. Zeitgleich bietet dieser Sponsoringansatz privatwirtschaftlichen Unternehmen eine alternative und interessante Form der Kommunikation. Diese Bachelor Thesis zeigt auf, ob und unter welchen Rahmenbedingungen Unternehmen und Nachwuchsathleten bereit sind, an dieser neuartigen Form des Individualsponsorings zu partizipieren sowie welche Motivationen dahinter stehen. Die Beurteilung des Potentials dieser Sponsoringvariante basiert auf Erkenntnissen aus Interviews mit Sponsoringexperten, Nachwuchsathleten und Sportfachexperten in unterschiedlichen Tätigkeitsgebieten.

Abstract: Edelweiss Air AG is a typical leisure carrier which mainly serves holiday destinations. The company considers implementing a loyalty program to add value for their customers and motivate them to repetitively fly with Edelweiss Air AG. However, the target market of leisure guests often includes infrequent flyers and the attractiveness of existing frequent flyer programs for this customer segment is questionable. Hence, the potential of loyalty programs for a leisure carrier, such as Edelweiss Air AG, is critically discussed within this bachelor thesis. The examination of secondary research in combination with a customer survey led to the conclusion, that a loyalty program could add value to the passenger experience, and thus for Edelweiss Air AG. Based on the research, it is proposed to focus on emotional loyalty in addition to attributes which drive behavioural loyalty. Moreover, a set of recommendations regarding the form or cooperation of a possible loyalty program is provided.

Abstract: Nowadays, there are increasingly more online booking tools for leisure activities. With this change, the hotel concierge loses its importance. In addition, the customer experience is becoming more important and is a decisive differentiator for companies. Thus, GET LOCAL created in 2016 a digital concierge solution where a wide range of exclusive experiences can be booked in one single tool. The bookings of the different offers can be made on site via the reception of the partner hotels or at any time online with an access code. This bachelor thesis describes the effects of a digital concierge solution like GET LOCAL on hotels and service providers. Several interviews with partner hotels and service providers were conducted to investigate different effects. Moreover, the demand for such a booking tool and the booking behaviour of city travellers was evaluated through an online survey. Based on the research results, recommendations for the further development of GET LOCAL are given.

Abstract: The aim of this thesis is to investigate the potential of volunteering for a non-profit organisation. WWF Switzerland is a non-profit organization (NPO) which is involved in various projects worldwide in the field of environment and animal welfare. For many NPOs, working with volunteers is an enrichment and of great importance. Doing unpaid work abroad for a good cause is a widespread phenomenon in our society. However, there are also certain challenges and difficulties with this cooperation. This thesis analyses the benefits of volunteering for an NPO and the obstacles associated with it. In addition, important criteria are identified which are prerequisites for volunteering projects so that they bring the greatest possible benefit for both the NPO and the volunteer. This is determined by means of a qualitative survey.

Abstract: The organisation House of Winterthur aims at strengthening the position of Winterthur in the market of tourism destinations through integrated destination marketing. They intend to promote the whole region Winterthur, but tourism offers that comprise the whole destination, such as destination cards, have not been introduced yet. This individual bachelor thesis focuses on the development of a possible customer acquisition process including a theoretical concept for destination cards. Therefore, customer acquisition strategies are analysed and compared. Furthermore, the importance of customer acquisition and the impact of customer loyalty on a destination are assessed in interviews with external experts as well as in an internal focus group with members of the DMO. These results are formulated in recommendations for House of Winterthur on how to acquire potential customers with an integrated destination card concept.

Abstract: Interlaken is Switzerland's top destination for outdoor adventure activities and therefore it is attractive for hostels to accommodate young people. As the largest hostel in the city and pioneer in this field, Balmers has an interest to innovate in order to remain attractive and retain its competitive advantage. This IBT provides recommendations on how the hostel's attractiveness can be improved, not only through new offers which may appeal to customers, but also by proposing how to improve the overall customer experience. To this purpose, it analyses the hostel's current customer base and their needs. Assessment is based on information acquired from quantitative sampling of customer data and qualitative expert interviews conducted with representatives of the local DMO, hostel's GM and customers themselves. An analysis of available offers and activities in the region is also measured against customer needs thus detecting gaps in Balmers' offer and deriving suggestions for mitigation.

Abstract: The sound trail of the KlangWelt Toggenburg, which was created in 2003 is one of the well-known themed routes in Switzerland. In the beginning it was extremely successful and attracted a lot of people. But after more than 10 years, they see declining visitor numbers. For this reason a further development of the sound trail is needed. This bachelor thesis aims to create a new event or offer which can be integrated on the trail to attract returning as well as new visitors on the sound trail of the KlangWelt Toggenburg.

Abstract: Einige traditionelle Personaleinsatzkonzepte in der Gastronomie sind heute nicht mehr zeitgemäss. Besonders in Saisonbetrieben ist der etablierte Mitarbeitenden-Einsatz im Zweischichtbetrieb mit eingeschobener Zimmerstunde nicht mehr attraktiv, da den Anforderungen an die Leistungsqualität gegenüber dem Gast, der Mitarbeitendenzufriedenheit und der Optimierung der Personalkosten nicht ausreichend Rechnung getragen werden kann. Ferner behindern veraltete Einsatzmodelle die branchenweite Nachwuchsförderung indem sie die Work-Life-Balance der Mitarbeitenden beeinträchtigen und so die Attraktivität und das Image der Branche verschlechtern. Das Ziel der Arbeit ist es herauszufinden, welche neueren Personaleinsatzmodelle bestehen und wie diese über die Arbeitszeitflexibilisierung zur Personalkostenoptimierung beitragen. In der Arbeit kommen Sekundäranalysen über Einsatzmodelle und Experten-Interviews zur Anwendung, u.a. mit einem Betrieb, welcher es gewagt hat, völlig neue Wege zu gehen.

Abstract: Durch die Digitalisierung und Entwicklung der Kommunikationstechnologien in Zeiten des Informationsüberflusses suchen Reisebüros neue Mittel, um auf sich aufmerksam zu machen und um glaubwürdig zu erscheinen. Video Blogging (Vlogging) stellt diesbezüglich eine interessante Methode dar: Informationen zu einer Destination werden in einem kurzen Video durch eine Drittperson (Vlogger) authentisch, emotional und ansprechend vermittelt. Die Bachelor Thesis wurde im Auftrag der Corporate Storyteller GmbH erstellt, wobei die Vlogger «Saturday.and. Sunday» Video Content für den Reiseveranstalter Hotelplan produzieren. Ziel dieser Bachelor Thesis ist es, zu untersuchen, welchen Mehrwert Vlogging für die Reisebranche generiert. Wichtige Aspekte innerhalb des Content Marketings wurden in einer vertieften Literaturrecherche untersucht. Durch Interviews mit Marketing Experten wurden Erkenntnisse gewonnen, um die Fragestellung zu beantworten und neue Facetten rund um das Thema Vlogging aufzuzeigen.

Abstract: The effects that online travel agencies (OTAs) have had on the tourism industry has been widely and strongly debated over the past years. The impact of OTAs such as Expedia and Booking.com have involved heated discussions from all sides of the travel industry. There are many different opinions regarding their impacts on the hotel industry and the positive and negative aspects thereof. For some, OTAs are a great marketing tool that can bring a lot of revenue to hotels. For others, OTAs hold large market power therefore costing hotels a lot of money. It has also been argued that hotels have become increasingly dependent on OTAs. This Bachelor Thesis analyzes this dependency as well as the relationship between OTAs and hotels. The research is based on literature reviews, interviews conducted with hotel consultants, and a survey of hoteliers.

Abstract: Nach einer dreijährigen Komplettsanierung erfolgte im Jahr 2016 die Wiedereröffnung des Mineralheilbades St. Margrethen. Durch die vorübergehende Schliessung des Bades haben viele Kunden während dieser Zeit substitutive Angebote von Mitbewerbern in Anspruch genommen. Die Rückgewinnung dieser Kunden, als auch die Intensivierung der Bindung zu bestehenden Gästen, stellen daher wichtige Prioritäten des Unternehmens dar. Dieser Thematik nimmt sich diese Forschungsarbeit an. Für die Umsetzung wird in einem ersten Schritt mit Hilfe einer Buyer Persona ein konkretes Bild der Kundschaft erstellt. Dieses wird durch die Anwendung verschiedener Kundentypologisierungsmodelle, in Kombination mit Informationen aus Experteninterviews und Kundenbefragungen, erarbeitet. Anschliessend erfolgt daraus die Ableitung spezifischer Marketingmassnahmen und Empfehlungen für das Mineralheilbad, welche den Bedürfnissen der Kunden entsprechen.

Abstract: Der Fürstenauer Genussmarkt wird jährlich von Andres Caminada im Stadtkern von Fürstenau veranstaltet. Den Besuchern soll die kulinarische Vielfalt der Region mit traditionellem Marktcharakter nähergebracht werden. Ziel dieser Bachelorthesis ist es, das vorhandene Eventkonzept des Genussmarktes im Hinblick auf die Konsumenten zu optimieren, um deren Zufriedenheit zu steigern. Hierfür wird das bestehende Konzept des Genussmarktes analysiert und anschließend durch Befragung von Besuchern vergangener Jahre, deren Zufriedenheit sowie das Verbesserungspotential festgestellt. Am Schluss der Thesis werden konkrete Handlungsempfehlungen abgeben.

Abstract: Das Arosa Bärenland soll der Leuchtturm unter den Sommerangeboten Arosas werden. Das schweizweit einmalige Projekt entstand aus der Kooperation der Tourismusorganisation Arosas und der Tierschutzorganisation VIER PFOTEN. Das neue Bärenschutzzentrum soll die Öffentlichkeit für den Tierschutz sensibilisieren und gleichzeitig den Sommertourismus in der gesamten Destination fördern. Die Bachelorarbeit untersucht zum einen die Anforderungen der potentiellen Besucher und zum anderen die Erwartungen der Leistungsträger und der Bevölkerung. Bei den potentiellen Besuchern wurden zwei Umfragen durchgeführt, wobei besonders der Tierschutzaspekt im Fokus der Untersuchungen stand. Die Meinungen der anderen Stakeholder wurden mithilfe von Experteninterviews eingeholt. Aufbauend auf den Erkenntnissen dieser Forschung, wurden Empfehlungen für das Innen-, sowie Aussenmarketing und für zukünftige Angebotserweiterungen abgegeben, mit dem Ziel, das Angebot nachhaltig in die Destination zu verankern.

Abstract: The term customer engagement (CE) has emerged as an important keyword to describe the emotional connection between a customer and a company. Due to increasing competition and changing customer behaviour, it has become vital for tourism companies to offer additional value to their customers. Technological developments and digital interconnectivity have opened up new communication channels and increased the possibility to interact on a virtual level. Especially mobile apps and gamification elements are increasingly relevant to enhance CE. Despite the awareness about its importance, there is insufficient knowledge on how to increase CE. Therefore, the aim of this Individual Bachelor Thesis is to investigate how CE evolves by using mobile gamification elements and how CE affects customers' behaviour in tourism destinations. This Bachelor Thesis applies a case study in the destination Flims/Laax. The methodological approach involves qualitative interviews with users of the Inside Laax App.

Abstract: Die Miggroup GmbH ist eine Event-, Kommunikations- sowie Livemarketingagentur mit Sitz in Wil SG. Sie hat die ehemalige Produktionshalle im Saurer WerkZwei in Arbon, das sogenannte Presswerk, von der Kulturzentrum Presswerk AG gemietet und plant diese als gastronomische Lokalität wie auch für kommerzielle und kulturelle Eventangebote zu nutzen. In der Bachelor Thesis werden grundsätzliche Fragen im Zusammenhang mit Funktionalität, Lage und Ausstrahlung von Eventhallen dargestellt und auf das Presswerk angewandt. Basierend auf den gewonnenen Erkenntnissen werden systematisch Eventideen entwickelt und bewertet.

Abstract: Die Rigi steht für Erholung und Erlebnis bei eindrucksvoller Aussicht. Die erste Zahnradbahn ist nur eine Attraktion in einer breiten Palette von Sommer- und Winteraktivitäten. Im Zusammenhang mit dem Masterplan RIGI möchte die Destination Rigi unter anderem den Attraktionspunkt «Panoramaweg Rigi Scheidegg – Rigi Kaltbad» schärfen. Ziel dieser Bachelorarbeit ist es ein Konzept für einen Themenweg auf dieser Wanderroute zu entwickeln, das die beiden Orte thematisch verbindet, ein Mehrgenerationenerlebnis schafft und ins bestehende Angebot der Rigi passt. Dazu wird das Angebot und die Nachfrage der Rigi analysiert. In einem nächsten Schritt wird das Konzept basierend auf Experteninterviews und der Produktentwicklungstheorie erarbeitet.

Abstract: Eurotrek is a Swiss tour operator located in Unterengstringen, Zurich. The company was founded in 1981 and is specialised in active-holidays as well as individual tours within Europe. Eurotrek provides its products through seven different specialised catalogues. Furthermore, they are actively promoting their products with their website. Catalogues are still an important instrument for Eurotrek. Around 50'000 items of the strongest catalogue are dispatched every year. Recently, their website went through a relaunch, which resulted in a new appearance. Based on individual customers experiences and expectations, which have been gathered during interviews, the Bachelor Thesis provides recommendations on the use of distribution channels.

Abstract: Previous UNWTO studies focused mostly on the implementation of the Sustainable Development Goals (SDGs) in tourism based on analyses of Corporate Social Responsibility policies of large, international firms. However, the tourism industry in Switzerland, and in other countries globally, consists mostly of Small and Medium-sized Enterprises (SMEs) that are unable to provide a CSR report that could be analyzed. Hence, this study aimed at identifying SME's sustainability activities and categorizing them to the SDGs, their impact, and engagement area. The thesis also researched approaches to allow the public sector to help the SMEs practically implement the SDGs more efficiently, building on the UNWTO's soon to be launched online support platform “Tourism and the SDGs”. Interviews with 10 decision-makers of tourism SMEs and a qualitative content analysis are used to assess the SME's activities. The sample comprised hotels, food and beverage, and transportation firms in the Canton of Grisons.

Abstract: Mountain biking is a leisure trend that destinations in the canton of Grisons have already reacted to by establishing offers to attract mountain bike guests. The Weisse Arena Gruppe is responsible for creating such specific product offerings for Flims, Laax and Falera. The company markets their offerings and aims to position itself successfully in the field of mountain biking by attracting specific segments of mountain bike guest. This Bachelor Thesis supports the Weisse Arena Gruppe in their tasks by providing recommendations for possible positioning strategies in the mountain bike sector. Therefore, the market and major trends are described. Moreover, an interview with a bike expert has been conducted to enrich the quantitative analysis of existing and potential mountain bike guests of Flims, Laax and Falera. The analysis provides insights on the perceived image of the destination as well as needs and wants of mountain bike guests.

Abstract: Formula One is a global motorsport series and serves as international sponsorship platform. Due to changes in the global sponsorship market, Formula One as well as Formula One teams face new challenges in finding sponsors. This Bachelor Thesis analyses the current situation of Formula One and the involved parties including the importance of sponsorship revenues and aims to build up scenarios how this motorsport product could develop in the upcoming years. Based on the scenarios the author provides recommendations for private Formula One teams in order to acquire additional revenues through sponsorship. The assessment is based on the gained knowledge from the interviews conducted with experts of the Formula One and sponsorship market. In addition, the author attended the Formula One Grand Prix in Austria 2018 and the Formula E Grand Prix in Zurich 2018 to get a personal impression of these two motorsport series.

Abstract: The MICE industry is, as tourism in general, an extremely fast growing industry. Particularly in Switzerland, this tourism segment has experienced a growth over the last few years. In order that business tourism can be increased even more, a new convention centre is arising: The Circle Convention Centre Zurich Airport. Creating awareness of a new convention centre is very important and also quite difficult since the target market has a very wide spread and every individual has different wants and needs which have to be satisfied. This Bachelor Thesis provides recommendations for the most suitable communication channels The Circle Convention Centre Zurich Airport should use to target their customers in the most efficient way. To accomplish the objective of this thesis, theoretical background on communication has been analysed and combined with the expectations of stakeholders. The outcome is an appropriate communication strategy to create awareness and make it successful.

Abstract: Edelweiss Air AG is the leading leisure airline in Switzerland with home base at Zurich airport. As the company is currently experiencing a strong growth, its goal is to revise the whole product and service offering. In this context, it is vital to investigate how customer expectations can be met and exceeded along the whole inflight customer journey. While the method of shadowing helps to identify all relevant customer touchpoints, expert and customer interviews are conducted with the aim to evaluate the influence of these touchpoints on overall customer satisfaction. This bachelor thesis provides insights into customer expectations on board with a special focus on the value perception of the Edelweiss amenity kit. Furthermore, the thesis includes recommendations on how to strengthen the major inflight touchpoints to generate added value for customers and to foster customer loyalty.

Abstract: Der Einstieg ins Berufsleben nach einer Spitzensportkarriere ist nicht immer unproblematisch. Dies vorab in Sportarten, in denen saisonal längere Abwesenheiten notwendig sind, wie im alpinen Skisport. Mit gezielten Unterstützungsmassnahmen möchte Swiss-Ski deshalb seine Kaderathleten auf die Rückkehr in den Berufsalltag möglichst bedarfsgerecht vorbreiten und unterstützen. Swiss-Ski ist der nationale Dachverband des Schneesports. Er umfasst elf Sportarten auf verschiedenen Leistungsebenen. Das Ziel dieser Bachelorarbeit ist es, verschiedene Ansatzebenen für die After-Career-Unterstützung zu evaluieren. Dabei werden einerseits bestehende Massnahmen dokumentiert. Andererseits sollen daraus Empfehlungen für bedarfsgerechte Verbesserungen abgeleitet werden. Basis hierzu sind neben Analyse des Ist-Zustands auch Bedarfsabklärungen. Methodisch gearbeitet wird dabei mittels Experten-Interviews mit ehemaligen Skirennfahrern sowie entsprechender Fachliteratur.

Abstract: The destination Toggenburg has implemented a new touristic brand some years ago. It should help to unite the different players in the region with the values, linked to this brand. However, the current perception of the new brand by the destination partners has not been examined so far. This Bachelor Thesis describes potentials for the development of the touristic brand of the destination Toggenburg as well as recommendations regarding the involvement of the destination partners. The brand of the destination Toggenburg is analysed by comparing it on the one hand to previously defined factors, that serve to evaluate the success of a brand, and on the other hand to some benchmark destinations, by also assessing some aspects that determine the brand's success. Additionally, insights gained from the interviews with some partners in the destination are set against the analysis and implemented in the recommendations.

Abstract: The Radisson Blu Basel is one of the main business hotels in Basel which hosts many national and international guests during exhibitions and conventions. The city of Basel is well known for its exhibitions and conventions such as Art Basel and Baselworld, and therefore, the MICE business in general represents a rather profitable segment of the city’s tourism industry. As the competition is high, it is important to keep up with the developments of the industry and to constantly improve the services provided by the hotel. This Bachelor Thesis provides strategies for the Radisson Blu Basel which will help the hotel to adapt to the trends of the MICE industry in Switzerland and stay successful in the market. To get a better insight, the business tourism industries of Switzerland, with a focus on the one in Basel, are analyzed. Based on the interviews with benchmark hotels of the Swiss MICE industry as well as with organizers of conventions and exhibitions, strategies are elaborated.

Abstract: The aim of this thesis was to evaluate the general importance of campsites as part of the regional tourism offer. The analysis has been based on the case of Camping Flims, which is situated in the canton of Grisons in Switzerland. The impact of several campsites in the Grisons and their guests on the regional economy has been evaluated in order to prove their relevance as part of the regional tourism offer. To do so, several research methods and analyses, such as in-depth interviews, expert interviews as well as surveys to various target groups have been applied. The results of the previously mentioned actions, together with the analysis of existing data about the topic, have been compared, analysed and discussed in order to determine if campsites are playing a role in a destination and whether campsites can be perceived as an important part of a regional tourism offer or not. The thesis has been possible thanks to the help and support of Camping Flims, which is a member of swisscamps.

Abstract: Chinese outbound tourism is booming. Switzerland, a favoured destination amongst Chinese, whether traditional group or individual travellers, is one of many benefitting from the increasing visitor numbers. In terms of welcoming Chinese guests, differences in cultures build a challenge for Swiss service providers. The aim of the research is to examine and compare different approaches in the management of visitor attractions in China as well as in Switzerland. Various attractions have been visited and compared regarding their offers and visitor management. Interviews with representatives of Switzerland Tourism in China and with Swiss service providers in the sightseeing industry further supported the study. Out of the research and the comparison of the approaches in China and Switzerland, the thesis shall serve as a guiding document on how to effectively manage visitor attractions and adapt services to cater the needs of the Chinese traveller.

Abstract: Die Lenzerheide Marketing und Support AG ist die lokale Tourismusorganisation des alpinen Tourismusorts Lenzerheide und hauptverantwortlich für die Ausgestaltung des Hauptsommerproduktes «Mountainbike» über die gesamte Destination. Um solche gemeindeübergreifenden Produkte akkurat planen und umsetzen zu können, stellt sich vermehrt die Frage nach der Sicherstellung der Finanzierung. Die Bachelor Arbeit beinhaltet Empfehlungen zur Verbesserung des Finanzierungsmodells der Mountainbike- und Wanderwege. Dabei werden neue Formen der strukturellen Zusammenarbeit im Hinblick auf die Effizienzsteigerung aufgezeigt und alternative Finanzquellen diskutiert. Hierzu wird das aktuelle Finanzierungsmodell analysiert und Problemfelder aufgezeigt. Die Empfehlungen basieren auf einer umfassenden Literaturanalyse sowie dem gewonnenen Wissen aus destinationsinternen und –externen Experteninterviews mit unterschiedlichen, örtlichen Anspruchsgruppen.

Abstract: Von 2008 bis 2016 nahmen die Logiernächte deutscher Touristen in der Schweiz von 6.3 auf 3.7 Millionen ab. Als Hauptgrund wird der starke Franken genannt, dessen Wechselkurs zum Euro in der gleichen Zeit von 1.65 auf rund 1.10 sank. Die deutschen Gäste stellen trotz dieses massiven Einbruchs nach wie vor die wichtigste ausländische Zielgruppe dar. Der erste Teil dieser Bachelorarbeit befasst sich aus quantitativer Sicht mit der detaillierten Analyse der Logiernächte-Entwicklung seit 2008. Zudem wird der Frage nachgegangen, ob neben der Währung auch weitere Faktoren zum Ausbleiben deutscher Gäste beigetragen haben. Im Fokus stehen dabei die aktuelle Vermarktungsstrategie des Bundes und von Schweiz Tourismus sowie das Angebot und Image der Schweiz. Abschliessend werden vor diesem Hintergrund mit deutschen und Schweizer Fachleuten aus unterschiedlichen, tourismusverwandten Branchen qualitative Experteninterviews durchgeführt und in verschiedenen Optionen zur Diskussion gestellt.

Abstract: Die Tourismusregion Glarnerland bildet sich aus den vier Ferienregionen Braunwald, Elm, Glarus und Glarus Nord Kerenzerberg. Seit einiger Zeit interessiert sich das Produktmanagement Glarnerland für eine kantonale Gästekarte, welche die Angebote aus allen Ferienregionen beinhaltet. Die Idee einer gemeinsamen Gästekarte spricht auch die touristischen Leistungsträger wie Beherbergungsbetriebe, Freizeitaktivitäten sowie Bergbahnen des Kantons an. Die Gästekarte soll einerseits eine Steigerung der Übernachtungszahlen bezwecken und anderseits bestehende Gäste der Ferienregionen aktivieren. Ziel dieser Arbeit ist es herauszufinden, inwiefern eine kantonale Gästekarte als ein adäquates Instrument zur Kundenbindung der Tourismusregion Glarnerland beitragen kann. Um eine angemessene Datenerhebung zu gewährleisten, werden Experteninterviews mit Beratungsfirmen der Tourismusentwicklung sowie Tourismusorganisationen, welche als Best Practice gelten, durchgeführt.

Abstract: Bandara VR GmbH is a virtual reality content studio. They produce content in 3D and 360°, which enables the viewer to be immersed in another world. This offers a new way of storytelling and a truly overwhelming experience. Virtual reality is a growing market field and a promising tool to use in the tourism market in Switzerland. The usage of virtual reality content is seen as a trend, which is assumed to be increasing in importance in the not too distant future. This thesis will therefore focus on a highly current topic. This bachelor thesis analyses virtual reality and its opportunities and challenges in the tourism industry. It provides background information about several marketing approaches where virtual reality could be used and thereby customer behaviour influenced. To receive information from different points of view, interviews with opinion leaders in the field of digital implementation, communications and consumer consulting will be carried out.

Abstract: Samsung Hall is the latest event centre in Switzerland and is situated near Zurich, exactly in Stettbach. They opened in January 2017 and have a capacity of 5’000 customers. The centre offers three different rooms which can be booked by external clients. The sound, light and video equipment is state-of-the-art. The purpose of this Bachelor Thesis is to find out how the new event infrastructure ‘Samsung Hall’ is an enrichment for the city Stettbach itself and what the customers think about the new building. Moreover, it shows where the guests live and therefore, with which mean of transport they arrive at the Samsung Hall. Furthermore, the main target is to promote the public transport. To receive all these results, online surveys are sent to visitors who attended already an event and meetings with Co-operators like the City Dübendorf, which is responsible for all regulations, OE Investigation, which is responsible for the traffic regulations and SBB will be held.

Abstract: The Rhaetian Railway is the biggest alpine transportation company in Switzerland, well-known for its touristic products. It is also one of the most important employers in the Canton of Grisons. In the context of demographic developments and of changing attitudes towards the working life, the importance of work-life balance is increasing. Therefore, the core research issue of the thesis focusses on the opportunities and threats resulting from part-time working models. It is examined how the Rhaetian Railway could benefit from such models for the recruitment and the retention of qualified personnel. To gain a profound insight into what criteria could enhance or hinder the implementation of part-time, qualitative interviews with staff from different departments and with external experts were conducted. Based on the findings, the thesis provides recommendations on how to implement part-time working models successfully in order to be an attractive employer in a competitive labour market.

Abstract: China's violent nationalist politic in Tibet from 1949 on led to a massive exodus of Tibetan people. However, these refugees managed to survive and reconstruct their collective identity in exile. The purpose of this thesis is, first, to describe this identity: their basic values, the role of religion and of the Dalai Lama, the political and their economic organization, and the community structure. Second, a cooperative tourism concept is developed, aiming to raise awareness among travellers for the Tibetan exile community’s achievements. To benefit from first-hand knowledge and experience, a field trip to McLeod Ganj (Dharamsala) in Northern India was undertaken to conduct expert interviews and to explore the place’s potential for understanding the Tibetan community’s life. McLeod Ganj being the ‘capital’ of the Tibetan community and the location where an important number lives, the city will be an important part of the tour to be developed.

Abstract: Trail Running bedeutet das Laufen abseits befestigter Wege und ist eine Sportart, die sich in den letzten Jahren zunehmender Beliebtheit erfreute. Während jedoch für andere Sportarten, wie zum Beispiel Mountainbiking, zahlreiche Webportale existieren, die geeignete Routen im Kanton Graubünden auflisten, stehen für Trail Runner nur wenige Angebote zur Verfügung. Aus diesem Grund wird im Rahmen dieser Bachelorarbeit und im Auftrag von trailrunning.expert ein Konzept für eine solche Website erarbeitet. Neben der Theorie werden die besonderen Erwartungen von Anhängern des Sports an ein solches Portal untersucht. Diese werden durch Experteninterviews ermittelt. Des Weiteren befasst sich die Arbeit mit der Frage, welche Bedeutung Trail Running für den Tourismus in Graubünden hat.

Abstract: Cabin crew and pilots are subject to unique working conditions including irregular hours of work and changes in time zones. Furthermore, the working environment is highly confined which leads to increased levels of stress on the job. Nevertheless, the quality of customer service must be ensured. After a long-haul flight crews spend the layover at an accommodation chosen by the airline. The quality of the layover is highly dependent on the quality of accommodation. This thesis aims to highlight the importance of crew accommodation while exploring how the airlines select hotels in a highly competitive market. In the theoretical part, the Service-Profit Chain provides the fundamentals for the thesis. Information is then gathered for the, practical part, through expert interviews with pilot and cabin crew unions, airlines and hotels. As a result, the thesis aims to detect whether there is a need for alternative accommodation models and which lodging solutions these models could entail.

Abstract: Zürichsee Schifffahrt & Gastro (ZSG) provides Dream cruises on Lake Zurich all year round. Dream cruises are special themed cruises that provide guests with varying entertainment opportunities as well as food and beverages. In previous years, the number of passengers for dream cruises have however been decreasing, despite tourism growing in the City of Zurich. The Bachelor Thesis aims at evaluating the individual Dream cruises that operate in the summer, and gives recommendations on ways to improve the concept in order to increase guest satisfaction and passenger numbers. The general approach taken is consumer behaviour based, where guest expectations, needs and wants are in focus. The discussion of the paper focuses on how to improve the experience of guests, as well as how to attract new guests, and thereby increase visitor numbers. The Dream Cruises were analysed through in-situ passenger interviews, observations, as well as interviews with the management of Zürichsee gastronomy.

Abstract: Annual fluctuations of the tourism industry result in most cases in inefficiency within the industry. However, apart from the above mentioned industry which is heavily affected, there are many other industries which follow similar seasonal employment patterns, over the course of a year. The project ‘Mitarbeiter-Sharing’, in collaboration with the University of Applied Sciences HTW Chur, represents a great opportunity for the companies but also for the employees, to overcome the variables of seasonality. The Bachelor Thesis aims to determine which other industries, apart from tourism, are affected by seasonality, in Switzerland. Moreover, after finding the different industries that might be affected by seasonality, it will be determined according to which criteria, job profiles and industries, would a cooperation function, by implementing the new employment model of the project ‘Mitarbeiter-Sharing’ into their strategies.

Abstract: Ever since regulations on tobacco advertising were introduced in 2010 and title sponsor Davidoff had to withdraw from the contract therefore, the biggest annual sporting event in Switzerland does not have a naming right sponsor. Despite of the cooperation with InfrontRingier Swiss Indoors is still facing difficulties in the search for a title sponsor. For this reason, in this bachelor thesis it is looked at objectives, motivation factors and expectations of naming right sponsors with the aim of understanding the reason of why companies engage in such a sponsorship and in order to be able to serve potential sponsors better. Furthermore, risks and challenges involved for a title sponsor are also looked at in order to be capable to give recommendations on how to minimize respectively overcome these. The last part of the bachelor thesis aims at giving better information of which industries and brands should be taken into consideration when in search of a title sponsor.

Abstract: Montenegro is considered one of the fastest-growing destinations concerning tourism. Nevertheless, it is still an unknown holiday destination especially in Switzerland. For a country like Montenegro, which depends on tourism, destination image plays a crucial role when it comes to ensuring a competitive position in the marketplace. The purpose of this Bachelor Thesis is to define what is needed for a holiday destination to create a positive image in order to attract potential visitors. Furthermore, the aim is to find out how the image of Montenegro is perceived in Switzerland. On a literature base, the importance of destination image and destination branding were examined. To gather opinions about the image, a survey was established and distributed among young people in Switzerland. Finally, recommendations were given on how to increase the awareness of Montenegro to become a desired holiday destination of Swiss tourists and therefore future offer of travel agencies.

Abstract: The purpose of this thesis is to analyse Corporate Social Responsibility (CSR) activities of twenty companies in the transportation industry, represented by airlines, cruise ship operators, railway companies, ferry operators and coach services. These activities are then matched with the UN Sustainable Development Goals (SDG). The thesis applies qualitative content analysis to identify the activities from publicly available reports of chosen industry representatives. As a result, overlaps and gaps with the SDGs are detected, and a summary of implemented CSR activities and recommendations for the transportation sector to increase its contribution are delivered. The findings provide indications on the understanding of CSR in the transportation industry as well as to which extent their actions acknowledge a responsibility to contribute to a more sustainable tourism sector and future.

Abstract: The aim of CrossFit is to achieve general rather than specific fitness. It aims to prepare the athlete for any physical possibilities that could occur. Consequently, CrossFit is specialist in not specializing. The CrossFit affiliate in St. Gallen, Switzerland is one of many all over the world that pursue this goal. Through daily training programs executed in groups it is not only a physical but also a social exchange. This Thesis provides an overview about the success factors of the CrossFit affiliate St. Gallen. In order to solve the current capacity issue, a new location is needed. The process of searching a suitable location and the involvement of the current members into the search process is also a major part of the thesis. Lastly, the evaluation and feasibility of a possible site is measured. With the help of various experts in the same or similar industries, a survey conducted among the members of the CrossFit St. Gallen and fundamental literature, those tasks are fulfilled.

Abstract: Join The Crew is a tour operator for sailing holidays offering trips to 18 different destinations in the Mediterranean, Caribbean and Baltic Sea. The main target group consists of people between the ages of 18 and 39 years. Currently, the majority of guests are from Germany, as the company has its roots in Heidelberg and Berlin. This Bachelor Thesis investigates the extent of prospective demand for this kind of holiday in the Swiss market. Furthermore, the target group, which consists mainly of students and young professionals, is examined in detail in order to enable effective targeting. This objective is achieved by means of a survey methodology. A survey has been conducted in the Swiss market in order to provide data for the estimation of the market size in Switzerland. Data analysis has furthermore allowed determining the most efficient ways of addressing potential customers in the Swiss market.

Abstract: The tour operator Eurotrek AG is a Swiss tour operator organizing active holidays individually experienced by customers. As Eurotrek AG faces international competition and the expectations of today’s customers are rising, it is crucial to strengthen the company’s customer base and to create long-term customer loyalty. This Bachelor Thesis provides recommendations to further improve the competitiveness by creating long-term customer loyalty for businesses operating in the tourism sector. The conducted survey among customers of Eurotrek AG has been assessed and analyzed. The assessment is based on gained theoretical knowledge and on expert interviews conducted with Swiss and German tour operators organizing group and individual tours internationally. Crucial inputs which have been deducted from these interviews have been developed into practical recommendations.

Abstract: The ELPRO-BUCHS AG is a company which mainly produces monitoring solutions and data loggers for recording environmental conditions. The company operates a branch in the US, Great Britain, Germany, Denmark, Netherlands and Singapore. Due to these widespread business activities, especially the employees in the headquarter in Buchs SG are in need of frequent business travels to the different branches, as well as customers and suppliers. However, the current business travel process is not managed and handled satisfying to the ELPRO-BUCHS AG. Therefore, this bachelor thesis analysed the current business travel process of the ELPRO-BUCHS AG and provides implementation measures of an optimized business travel concept. The optimization concept focuses on reducing process costs as well as suggests the implementation of a uniform process for all employees, who are affected by business travel. Furthermore, the analysis was carried out by a thorough situational analysis and expert interviews.

Abstract: With the advent of the internet, online reviews have gained in importance for the hospitality industry. This phenomenon has been researched thoroughly in the last years. With the introduction of the Flight Reviews platform by TripAdvisor, online reviews for airlines could now have an impact on the booking behavior and marketing strategies for airlines as well. This Bachelor Thesis analyses if online reviews for airlines have the same potential in influencing customer booking behavior as hotel online reviews do. It provides recommendations for the leading Swiss charter airline Edelweiss Air on how to manage the online reviews written by passengers on various platforms. The recommended strategy is based on literature review on the topic of online reviews for the hospitality industry as well as the quantitative analysis of a questionnaire-based survey and an A/B testing of the Edelweiss website.

Abstract: One of the biggest challenges within the hotel industry is the strong competition. A lot of changes are occurring and hotel chains have find new solutions in order to stay competitive. New entrants are appearing and the way of doing business with third-party operators shape the industry differently. Everything is becoming more complicated especially when hotel chains want to expand their brand portfolio. The literature depicts some European countries and comparisons with the Swiss market are then possible. The Swiss system is portrayed in depth. Moreover, the different type of operating models is depicted including third-party operators. New trends and some new entrants are explained. The bachelor thesis provides findings where strategic challenges, news trends and new entrants are analysed. The discussion includes possible ways of dealing with all these challenges. Crucial inputs, which are deducted from the interviews, are implemented in the findings and the recommendations.

Abstract: This bachelor's thesis deals with the potential guest groups of the new Revier Hotel, which will open in the winter season 2017 in the destination Lenzerheide. It will provide information about the Genearation Y, by researching the travelling and lodging behaviour of this specific target group and by comparing it to the behaviours of previous generations. The results of this paper aim to target the Generation Y more efficiently and derive their needs towards accommodation and other hotel offers. Furthermore, it will illustrate the importance of the Generation Y as a target group for the Swiss hospitality industry. Therefore, the paper is of interest for industries, which consider the Generation Y as an essential part of the target market. This thesis is based on a literature review, a quantitative survey with over 300 respondents as well as 7 qualitative interviews with representatives of the lodging industry.

Abstract: Ferien über das Internet zu Buchen ist ein wachsender Markt. Das im Jahr 2008 gegründete Unternehmen «Weekend4two» bietet eine online Plattform mit Package Reisen für zwei Personen an. Weekend4two möchte nun weiterwachsen und ein neues Standbein für Familien eröffnen. Deshalb wird mit dieser Bachelorarbeit nun ermittelt, ob auf dem Reisemarkt für Familien ein Potential für Package Reisen vorhanden ist. Dafür wird die Anbieter sowie die Nachfrageseite mittels einer Marktforschung zu den Aspekten Buchungsverhalten, Reiseverhalten, Preissegment, Angebot, Marketing & Trend sowie dem Potential analysiert. Über den neuen Produktnamen werden nur noch die Familien befragt. Abschliessend zur Marktforschung folgt die Erstellung der SWOT-Analyse. Bei einem positiven Resultat der Marktanalyse werden potentielle Angebote entwickelt sowie eine Marketingstrategie für die Einführung des neuen Produktes in den Schweizermarkt ausgearbeitet.

Abstract: The Swiss Aerospace Cluster is a network with a special focus on small and medium-sized enterprises (SMEs) in the Swiss Aerospace and Satellite Services Industry. The network aims to support the development and promotion of innovative products by transferring contacts, knowledge and technology. However, the knowledge transfer in the Swiss Aerospace cluster is heavily dependent on relationships between members. The problem thereby lies in offering the adequate frame conditions and platforms and thereby motivating members to investigate and to share their valuable knowledge with other members of the cluster. The Bachelor Thesis recommends ways to ameliorate the mutual knowledge transfer of the Swiss Aerospace Cluster. Furthermore, it outpoints crucial frame conditions, which allow an effective and efficient knowledge transfer. On basis of the results from interviews and from a survey with actors of the network the prevailing knowledge transfer will be accessed and analysed.

Abstract: Engadin St. Moritz Tourism has a long tradition in winter sports as they hosted the winter Olympic games twice. In 2022 Beijing is going to be the Olympic host for the winter games and the Chinese population is more sensitive towards winter sports. The Chinese government takes a lot of efforts to motivate the citizens to praxis more winter sports until 2030. The aim of this research study is to analyze the needs and wants of the Chinese FIT tourists and how to develop a product for them. Therefore, an extensive background analysis has been made. In the course of the study the product ‘Swiss Olympic Winter Experience’ has been developed. Moreover, it was tested with a focus group in the Service Innovation Lab of the HTW Chur. The thesis focusses on methodical aspects of focus group meetings, as how to implement and moderate them. The findings give an insight of how to successfully test a service with a focus group but also how a suitable product for the Chinese market could look like.

Abstract: In den letzten Jahren wurde der Klimawandel und die dadurch steigende Schneefallgrenze in der Schweiz immer mehr zum Thema. Viele Tourismusgebiete kämpfen mit dieser Entwicklung, so auch das Tagesausflugsgebiet Sattel-Hochstuckli. Zudem haben sich die Gästebedürfnisse verändert und die Erlebnisinszenierung rückt immer mehr in den Fokus. Aus diesem Grund hat diese Individuelle Bachelorthesis das Ziel, für die Sattel-Hochstuckli AG (SHAG) schnee-unabhängige Angebote zu untersuchen und vorzustellen, welche weiterhin eine erfolgreiche Wintersaison ermöglichen. Durch die Literatur Recherche, Experten-Interviews und den Vergleich von Angeboten anderer Tourismusgebieten werden Informationen und Inspirationen für eine mögliche Gestaltung schnee-unabhängiger Erlebnis-Angebote erfasst und diskutiert.

Abstract: Reality technology has raised many discussions while various industries are aiming to maximize the potential of this technology within their fields, namely in tourism, medical, retail. What if we blur the boundaries between industries and focus on the synergies that it could bring? Physical disabled people often face lack of motivation when doing physical therapies, especially for kids, parents have to encourage their children to put in full-effort during therapy sessions. This bachelor thesis focus on incorporating VR travel experience to physical therapy in order to provide them experiences that they were not able to due to physical challenges and as well increases motivation for therapies. The statistics of both current physical disabled community and VR development were analyzed, followed with interviews and patient tryouts to have a different perspectives. All inputs are later on summarized and brought together under findings and further recommendations are given at the end.

Abstract: Das Kongresshaus Zürich wurde 1939 erbaut und ist ein wichtiger Bestandteil der Zürcher MICE-Industrie. Das denkmalgeschützte Gebäude ist in seiner gesamten Substanz sanierungsbedürftig und wird deshalb von Juli 2017 bis Mitte 2020 komplett renoviert. In dieser Zeit wird es aus Kostengründen und mangels Alternativen für das bisherige Angebot kein Provisorium für sämtliche Anlässe und die Restauration geben. Das Kongresshaus verschwindet für drei Jahre vollständig von der Bildfläche. Damit das Kongresshaus weiterhin den (potentiellen) Kunden und der Bevölkerung in Erinnerung bleibt, ist es das Ziel dieser Bachelorarbeit mit Hilfe von Experten-Interviews und der Literatur konkrete Kommunikations- und Kundenbindungsmassnahmen als Handlungsempfehlungen für die Umbauphase zu geben. Es muss die Ambition sein, dass nach der Wiedereröffnung die Stammkunden sowie neue Kunden bereits akquiriert werden konnten und das Kongresshaus von Beginn an ausgebucht sein wird.

Abstract: St.Gallen-Bodensee Tourism is the official tourism information office of the region St.Gallen-Bodensee and the responsible authority for collecting the tourism tax. Providing accommodation via online platforms like Airbnb causes various opportunities but also challenges for destinations. Such difficulties will lead to an enforcement of the existing regulatory framework in the hotel industry, by which private short-time accommodation providers also be affected. The thesis describes the current legal situation of the hotels and non-hotel accommodation providers, such as Airbnb hosts. Furthermore, it provides solution approaches to St.Gallen-Bodensee Tourism about an adjustment of their tourism tax regulations. In order to answer the research questions, a benchmark analysis within relevant cities in Switzerland and abroad, an online survey with Airbnb hosts in the German-speaking part of Switzerland as well as expert interviews has been conducted.

Abstract: GFC Sports Management ist seit 1998 aktiv in der Sportindustrie dabei. Das Athletenmanagement ist eines ihrer Geschäftsfelder, welches vor allem die Beratung und Unterstützung von Athleten/innen umfasst. Die Sponsoringakquisition ist eine wichtige Tätigkeit, wobei die Agentur als Mittelsperson zwischen dem Sponsoringnehmer und -geber Verträge initiiert und abschliesst. Heutzutage ist es aber immer schwieriger, passende Sponsoren zu finden, da viele Partnerschaften nicht strategisch durchdacht sind. Diese Bachelor Thesis hat das Ziel, ein ganzheitliches Sponsoringmodell zu erarbeiten, welches den Initiierungsprozess verbessern soll, indem Gemeinsamkeiten von den Sportlern und Unternehmen aufgezeigt werden und ein Sponsoring FIT resultiert. Hierzu wurden Persönlichkeits- und Markenpersönlichkeitsmerkmale analysiert und im Modell inkludiert. Mithilfe von Experteninterviews konnte die Unternehmenssicht erläutert werden und ebenfalls Erkenntnisse für das Modell gewonnen werden.

Abstract: Die Firma RailGastro GmbH ist eines der beiden Cateringunternehmen, welche mit der Rhätischen Bahn zusammenarbeitet. Die Rhätische Bahn besitzt eine Vielzahl von historischem Rollmaterial, welches allesamt in liebevoller Freiwilligenarbeit restauriert und instandgehalten wurde. Da die RailGastro GmbH nach neuen Geschäftsfeldern sucht, wurde als Ziel dieser Bachelor Thesis definiert, ein Gesamtkonzept für eine luxuriös-nostalgische Bahnrundreise zu entwickeln und dessen touristisches Potential zu evaluieren. Das Konzept soll die Idee des genussvollen Reisens verfolgen und den Gästen die RhB auf einmalige und erlebnisreiche Art näherbringen. Die Schwerpunkte der Arbeit liegen auf der Ausarbeitung einer geeigneten Route inklusive themenbezogenem und qualitativ hochwertigem Rahmenprogramm sowie die ganzheitliche Analyse der potenziellen Zielgruppe. Das methodologische Vorgehen basiert dabei auf einer Literaturrecherche, welche durch qualitative Experteninterviews ergänzt wird.

Abstract: Compared to other countries, the casino industry in Switzerland is still a very young one and offering online gambling sites, in particular via the internet, is prohibited under article five of the gaming act. Since 2007 the turnover of the casinos in Switzerland has been steadily declining by one third and the gross gaming amount which flows to illegal online casinos is estimated with 150 million Swiss Francs each year. Therefore, the casino industry calls for the Swiss casinos to offer their games online as quick as possible. Following pressure from the casino industry, the Federal Council responded with a money gambling draft law, which will allow Swiss casinos to offer their games also online when their licence gets expanded. This Bachelor Thesis analyses and discusses different future challenges of the online gambling business for the casino Bad Ragaz and provides recommendations how the casino can take advantages out of it for its future business activities.

Abstract: Der Wintertourismus hat eine grosse touristische wie auch volkswirtschaftliche Bedeutung für die Schweiz. Gemäss diversen Untersuchungen ist der Wintertourismus in den letzten Jahren rückläufig. Weniger Leute fahren Ski oder Snowboard was zu weniger Wintergästen führt. Um diesem Trend entgegenzuwirken, hat eine breite Trägerschaft von Schneesportpartnern den Verein Schneesportinitiative lanciert. Das Ziel des Vereins ist es, die Schulkinder an den Schneesport heranzuführen. Als Buchungsplattform und -Vermittler für Schneesportlager vereinfacht die Schneesportinitiative den Schulen und Lehrern die Organisation eines Skitage- oder Skilagers. Zusätzliche Subventionen sollen zudem helfen, die Kosten für Skilager und -tage zu senken. Und somit mehr Kinder und Jugendliche auf Schweizer Pisten zu bringen. Der Nutzen der Arbeit soll darin liegen, herauszufinden wie sich allfällige Subventionen auswirken, sowie am effektivsten und fair an involvierte Leistungsträger verteilt werden.

Abstract: Light pollution has been one of the fast-emerging environmental crisis in the past few decades. Mainly caused by poorly designed and placed artificial lights in outdoor areas, light pollution has caused various negative impacts to today’s ecosystem. However, this issue is often neglected despite of the pollutants and wastes created, partially due to people’s dependence on artificial light sources at night time. Same negligence occurs in tourism industry, whether if it is the street lights provided to navigate people or excessive use of light for public displays. Artificial lights are heavily utilized as an add-on effect to a tourist package. Consequentially, many tourism developments have hindered the night sky quality without proper cares. This Bachelor Thesis will look into light pollution’s effect to a region and its connection to tourism industry. Furthermore, recommendations are given to avoid further damage to the darkness in night sky and to improve touristic experience.

Abstract: The Wellnesshotel Golf Panorama is one of the leading providers of wellness & spa offers in Eastern Switzerland. The hotel is situated in the heart of the canton Thurgau next to the Golf Club Lipperswil. However, being located some minutes into the nature, it is crucial to have a well-thought acquisition strategy to attract guests for the success of the business. The Bachelor Thesis provides an insight into the concept of conversion rate optimization for packaged holidays and recommends how to improve conversion rates of wellness packages sold on hotel websites. Moreover, current methods and tools of conversion rate optimization used by the industry are assessed and analysed. The assessment is based on gained knowledge through interviews conducted with important online tour operators active in Switzerland. Furthermore, the identification of usability errors is done through usability tests and results are implemented into the recommendations.

Abstract: The Bachelor Thesis describes how Edelweiss Air could successfully implement a direct flight from Zurich to Colombo, the biggest city in Sri Lanka. Sri Lanka is a touristic trend destination and was mentioned by Lonely Planet as a must see destination. Moreover, the number of passengers flying from Zurich to Colombo increased year-by-year. 26’970 passengers flew from Zurich to Colombo in 2016. However, there is no non-stop flight from Zurich to the island at the moment. Only foreign carriers operate flights through their hub airports. Middle East carriers, such as Emirates, Etihad, and Qatar Airways use extremely competitive pricing strategies and high frequencies. Nevertheless, Sri Lanka is for Switzerland’s leading leisure airline obviously an attractive destination due to the fact that it is extremely versatile and a whole year destination. The aim of this report is to develop strategies and measures which help Edelweiss Air to successfully implement a non-stop flight to Colombo.

Abstract: Murten Tourismus created the Lichtfestival Murten as a new event for their destination a few years ago. This festival is a 12-day event taking place in January in the historic town of Murten where more than 30 light installations illuminate the destination every evening. Given the vision of Murten Tourismus to become the capital of light, the aim is to develop an extraordinary visitor experience. This paper provides recommendations to the organising committee with respect to the improvement and further development of the visitor experience. Thus, existing information about the creation of visitor experience is presented and the current experience at the Lichtfestival Murten is analysed according to the customer experience model by Scheurer (2003). Based on this analysis, solutions and ideas are gathered through expert interviews. Finally, an event production concept is developed providing recommendations for the further enhancement of the visitor experience at the Lichtfestival Murten.

Abstract: Shoppingcenter in der Schweiz haben heute mit einigen Schwierigkeiten zu kämpfen. Gesellschaftliche Entwicklungen wie die Zunahme von Online Shopping, starke Konkurrenz im In- und Ausland sowie fehlende Differenzierung sorgen dafür, dass die Umsatzzahlen vieler Shoppingcenter rückläufig sind. Das Einkaufszentrum Glatt in Wallisellen, für welches diese Arbeit verfasst wird, möchte sich als urbaner Marktplatz positionieren. Die Herausforderung hierbei besteht darin, den Kunden im Glatt etwas zu bieten, das über den gewöhnlichen Einkaufsprozess hinausgeht. Durch die Schaffung eines Third Place, an dem Kunden sich wohl fühlen, mehr Zeit verbringen und des Öfteren wiederkehren, soll die Attraktivität gesteigert werden. Das Ziel dieser Arbeit ist es, verschiedene Visionen zur Ausrichtung des Glatt auszuarbeiten und zu analysieren. Die Analyse basiert unter anderem auf Experteninterviews und Kundenmeinungen, die dabei helfen sollen, dem Glatt Center Empfehlungen zur Umsetzung auszusprechen.

Abstract: The canton of Ticino is the first region of Switzerland which has applied a law about the ban on concealment of the face in public spaces. The SVP has launched a popular initiative to bring the Swiss population to vote for the implementation of this law on a national level. Meanwhile, the overnight stays of the Arab market, which is the visitor segment with the highest daily expenditure in the Swiss tourism industry, are constantly increasing. Unfortunately, it is also the target which is affected by such a law, due to their cultural values and religious belief. The aim is to define the consequences this ban would have on the Swiss tourism industry. A general overview about the Arab outbound travel market, the Islamic culture as well as the developments of the law in Europe and Ticino are provided. Furthermore, an analysis of the results out of the expert interviews is done. In conclusion, the findings are illustrated in an interpretation of the situation and possible future scenarios.

Abstract: Swiss OTA travel.ch sells accommodations and flights of suppliers online. The market of Online Travel Agencies is growing at an enormous rate. Consumers can only be attracted if they feel that they are getting the best deal. To be able to compete with bigger Online Travel Agencies like Booking.com or Expedia, travel.ch should provide new methods of value creation. This Bachelor Thesis analyses arguments which play a decisive role in selecting an OTA. To find out what persuades visitors to book, an A/B Test on the website of travel.ch was conducted. The aim of this real-world testing was to increase the conversion rate in connection with USPs of the portal. Additionally, a benchmark analysis of major OTAs, regarding USPs and ‘Reasons to Buy’, can be found in this paper. A strategy has been developed to actively work with USPs within the online portal of travel.ch.

Abstract: ‘Swiss Epic’ is a well-known mountain bike stage race which takes place in the beautiful alpine scenery of the Valais. In the last four years of its existence, it has improved its organization as well as its partnerships. However, the number of participants has not developed as hoped. In order to improve its market position, the event needs to extend its appeal. This Bachelor Thesis focuses on Swiss Epic but it also aims at providing guidelines for similar specialized sports events and their marketing efforts. It provides recommendations on specific marketing strategies, tools and measurements which can be used to improve the external communication and thus increase applications. Marketing experts, successful event managers, media platform providers and event sponsors have been interviewed on the many different aspects of this topic. Together with a review of the current literature, these voices provide the necessary basis for the conclusions of this paper – the marketing conception.

Abstract: Über Jahrhunderte hinweg wurden Theorien über das Wesen des Menschen und seine Bestrebungen entworfen, die zentrale aber auch gegensätzliche Bedürfnisse wie Freiheit/Kreativität und Kontrolle/Effizienz thematisieren. In dieser Bachelorarbeit wird am Beispiel professioneller Arbeitsbeziehungen diskutiert, welches die effektivste Form der Integration ist, um dieses Spannungsfeld konstruktiv zu Gunsten von Freiheit und Sicherheit lösen und nutzen zu können. Als erstes wird das für die Arbeit massgebende Bild des indeterminierten, kontingenten Menschen beschrieben. In einem zweiten Schritt werden Kriterien einer kooperativen Arbeitsbeziehung erarbeitet, um das Verhalten von Führungspersonen und Angestellten aus Tourismus und Psychiatrie zu beschreiben. Kooperation zwischen den Beteiligten der Arbeitsbeziehung, so die These, schöpft das Potential aller grösstmöglich aus. Dies schafft Zufriedenheit und fördert die Gastfreundschaft.

Abstract: The satisfaction of airline crew members has a great impact on how they implement the services to guests on their flights. Concerning long haul flights there is a tremendous performance pressure as the flights can take more than 12 hours. The long shifts of airline employees and the limited space provided to carry out the services has an impact on the manner of the crew members. Therefore, in between flights, away from home, the staff needs a place where they can recharge their batteries and recover. The purpose of this thesis is to investigate the satisfaction of airline crew members concerning accommodation. It is essential to consider the meaning of accommodation to crew members and its consequences for the service quality on flights. The research will provide the reader with several theories concerning the internal customer, employee behavior and the well-being. Furthermore, an online survey will be conducted to function as a practical framework in order to deliver recommendations.

Abstract: The purpose of this thesis is to analyse current Corporate Social Responsibility (CSR) activities of 20 companies in the accommodation industry. These activities are further matched with the UN Sustainable Development Goals (SDGs). The thesis applies qualitative content analysis to identify CSR activities based on publicly available reports. As a result, overlaps and gaps are identified. The final output includes a summary of implemented CSR activities with a mapping to the SDGs and provides recommendations on how the accommodation industry can increase its contribution towards the SDGs. The findings provide indications on the understanding of CSR in the accommodation industry as well as to which extent their actions acknowledge a responsibility to contribute to a more sustainable tourism sector and future.

Abstract: Das Verkehrsmanagement der SBB AG sorgt dafür, dass das im Fahrplan publizierte Bahnangebot zuverlässig und in hoher Qualität produziert wird. Des Weiteren sollen die Züge kompetent mit Zugpersonal begleitet werden und die Kunden bei Abweichungen bedürfnisgerecht informiert werden. Mit den Dienstleistungen soll für die Reisenden ein Mehrwert geschaffen werden und mit der Einnahmesicherung wird ein bedeutender finanzieller Beitrag an das Ergebnis Personenverkehr geleistet. Um dies auch in Zukunft zu erfüllen, benötigt das Verkehrsmanagement eine Kundensegmentierung sowie eine Beschreibung der Kundenbedürfnisse. In der vorliegenden Bachelorarbeit wird eine solche Kundensegmentierung erarbeitet. Zudem werden für jedes Segment die Kundenbedürfnisse bezüglich der Dienstleistungen des Zugpersonals vor, während und nach der Reise beschrieben. Neben der Erarbeitung der Ist-Situation wird ein Blick in die Zukunft gewagt und die sich ändernden Bedürfnisse der Kunden und Kundinnen beschrieben.

Abstract: Der Mountain Bike Sport ist weltweit eine etablierte Sportart, welche kontinuierlich an Beliebtheit gewinnt. Doch entgegen des steigenden öffentlichen Interesses, bekundet der Mountainbike Cross-Country Pro Sport verschiedentlich Probleme bei der Akquise von geeigneten Sponsoren. Ziel dieser Bachelor Arbeit ist es, den Sponsoring Markt hinsichtlich involvierten Industrien und Wirtschaftszweige im Mountainbike Sport zu analysieren, nicht involvierte Branchen zu eruieren und Empfehlungen für die Sponsoren Suche in dieser Sportart abzugeben. Daraus resultierend, sollen gezielt prädestinierte Unternehmungen für Sponsorships angefragt werden können. Mit Hilfe einer vertieften Literaturrecherche, sowie Befragungen von Branchenkennern und Sponsoringleiter verschiedenster Unternehmungen, wurden neue Erkenntnisse aus dem Sponsoring Markt im Mountainbike Cross-Country Pro Sport gewonnen. Im Anschluss wurde ein konkretes Sponsoring Angebot, basierend auf den Recherchen ausgearbeitet.

Abstract: Heutzutage ist es unerlässlich für ein Museum mehr über seine Besucher zu erfahren. Das bedeutet zu wissen, wer das Museum besucht und mit welcher Motivation. Mit diesem Wissen können Museen ihre Besucher zielorientierter erreichen und das eigene Angebot kontinuierlich verbessern. Das Hauptziel dieser Bachelorarbeit ist es eine erste Analyse der Gästestruktur in den drei kantonalen Museen (Bündner Naturmuseum, Bündner Kunstmuseum und Rätisches Museum) in Chur in Abhängigkeit zu Chur Tourismus vorzunehmen. Chur Tourismus als regionale Tourismusorganisation informiert über das bestehende touristische Angebot, zu dem auch die drei Museen gehören. Zusätzlich zu der Besuchererhebung wird eine Benchmark-Analyse durchgeführt. Chur Tourismus und die Museen werden mit anderen Tourismusorganisationen und deren kulturellen Einrichtungen verglichen. Mit den gewonnenen Erkenntnissen, unter anderem auch aus Experteninterviews, werden Handlungsempfehlungen an Chur Tourismus abgegeben.

Abstract: Zuhinterst im Glarnerland befindet sich das grösste Pumpspeicherkraftwerk der Schweiz – «Linthal 2015». Nach siebenjähriger Bauzeit stellt sich die Frage, wie dieses gigantische Werk neben der Hauptnutzung, der Stromproduktion, noch genutzt werden kann? Die im Auftrag von Braunwald-Klausenpass Tourismus erarbeitete Bachelorarbeit verwendet diese Ausgangslage, mit dem Ziel das Gebiet Linth-Limmern optimal touristisch zu nutzen und am Markt zu positionieren, sowie das Zusammenspiel der verschiedenen Leistungsträger und der Destination zu definieren. Im theoretischen Teil dieser Arbeit wird auf die Destination und die Produktentwicklung im Tourismus eingegangen. Anschliessend wird eine Situationsanalyse des Linth-Limmern Gebiets vorgenommen und der Produktentwicklungsprozess angewendet. Mit Hilfe von Experteninterviews werden das Potential des Gebiets, Produkte und mögliche Kooperationen analysiert. Zum Schluss werden Schlüsse und Empfehlungen aus der Praxis und Theorie präsentiert.

Abstract: The evolvement of the Internet and changes in the behaviour of young customers from Generation Y have created new market conditions for traditional travel agencies in the Swiss market. The Internet savvy Millennials are able to organize and book their holidays completely independently. As a result of changing market conditions, the business for travel agencies has become more difficult in terms of customer acquisition and staying competitive. The goal of this Bachelor thesis in cooperation with Mosquito travel lounge, a local travel agent in Chur, is to create a strategic approach for traditional small and medium sized travel agencies to attract young travellers. Specific traits of Generation Y members and important travel trends are analysed. An analysis of the Swiss travel market, through expert interviews, shows how the agencies are adapting to those changing market conditions. As a result, travel agencies should be able to align their business towards the needs of young travellers.

Abstract: In a permanent growing and diverse industry such as tourism, it is necessary for tour operators to enter new markets in order to stay competitive. Volunteer tourism is a growing niche market, which more and more travel businesses are getting involved in. This relatively new form of travelling describes the phenomenon of combining traveling with the wish to volunteer abroad and help the less fortunate. However, this form of travelling has become highly controversial and subject to rising criticism.Especially the quality and the missing benefits on the side of the local population have often been criticized by environmental and development organizations. This bachelor thesis aims to contribute to the current discussion about volunteer tourism and puts particular focus on ethical considerations, potential impacts, and the meaningfulness of quality standards. The overall goal is to identify essential quality factors in order to make the volunteer products more responsible and sustainable.

Abstract: Der Begriff Nachhaltigkeit wird inflationär verwendet und vorhandene Nachhaltigkeitsmodelle leiden an zu starker Vereinfachung, weshalb sie die Komplexität moderner Gesellschaften und menschlicher Beziehungen nicht abbilden können. Sie konstruieren lediglich drei Handlungssphären: Ökonomie, Ökologie und Soziales, die als autonom angesehen werden. Im Gegensatz hierzu reflektiert das kooperative Integrationsmodell die Interdependenz individueller Existenzen und deren entscheidender Konstruktionsbeitrag im Rahmen gesellschaftlicher Wirklichkeit. So lassen sich Fragen von Macht und Gewalt in ihrer Komplexität diskutieren. Im ersten Teil werden Kriterien erarbeitet, die zur Bewertung touristischer Dienstleistungen genutzt werden können. Im Zentrum steht die Umsetzung von Grundwerten, die für Lebensqualität im Sinne sozialer Gerechtigkeit massgebend sind. Im zweiten Teil der Arbeit wird das Unternehmen Ruanda Tours auf die Erfüllung ebendieser Kriterien hin analysiert.

Abstract: Die Mosterei Möhl AG mit Sitz in Stachen, Arbon, ist eine der letzten beiden grossen verbliebenen Schweizer Mostereien. Nebst Apfelsaft produziert die Firma auch Apfelwein sowie Spirituosen. Bis anhin wurden Interessierte kostenlos durch den Betrieb geführt. Dieses Besucherwesen wird nun im Herbst 2018 auf ein Besucherzentrum mit einem integrierten Mosterei- und Brennereimuseum ausgeweitet, welches unter anderem auch als touristischer Leuchtturm im Kanton Thurgau gelten soll. Beim Aufbau des Besucherzentrums spielen die Angebotsgestaltung, die Kommunikation sowie die Organisation eine zentrale Rolle. Zu diesen Themen findet sich für ein Besucherzentrum kaum geeignete Literatur. Diese Bachelorthesis wirkt dem durch erhobenes Expertenwissen in Form von Interviews sowie einem Workshop entgegen. Dank dieser Arbeit können sich Organisatoren, Planer oder Verwalter von zukünftigen Besucherzentren über wichtige Anhaltspunkte zu den obengenannten Themen informieren.

Abstract: The Surf School Catania is one of many tourism suppliers in Sicily. Tourists not only want to visit Catania, but also the rest of the island. They depend on different tourism suppliers and therefore have certain expectations. Tourist experiences are influenced by the whole stay, hence each provider plays a decisive role in satisfying customers. As they are all part of the supply chain, it is important that tourism providers can count on the appropriate performance of other suppliers. For this reason, collaborations need to be considered. This Thesis provides recommendations to improve the current collaborations among tourism suppliers. The development of Sicily’s tourism is described by means of literature research and the current collaborative situation is analysed based on expert interviews with various tourism suppliers. Based on these interviews and on the given literature about collaborations, recommendations about how to develop a collaborative destination will be given.

Abstract: For a successful bar, customers are the basic prerequisite. The 2. Akt in Zurich, however, is currently facing a decrease of clients at night and hence lower revenue income. Due to this reason, this IBT is dealing with the Customer Relationship Management in combination with different events, where it is shown, amongst others, that knowing its customers and understanding their needs can help to stay competitive in a hard and fast-moving market and to create a sustainable growth of the client base. Different research methods such as a field study on site, literature review, expert interviews as well as internal and external company analyses are used to determine the effects of CRM and event marketing for a bar. The gained knowledge serves then as the basis for the conception of three event concepts. The aim of the thesis is therefore the creation of viable, custom-tailored and target group orientated event concepts for the recruitment, retention and recovery of customers for a bar.

Abstract: The Lenzerheide is one of the leading winter sport and bike destinations in Switzerland. Several events are taking place and numerous offers are available in the region, which are marketed by the Lenzerheide Marketing und Support AG (LMS). Most of the properties have a separate sponsorship platform. In this Bachelor Thesis research is conducted about the potential of the LMS to create a destination sponsorship platform. Additionally, research about the sponsorship market in Switzerland is conducted combined with best practice examples of destinations, which already have destination sponsorships in place. The result of the thesis is a suggestion for a sponsorship concept for the Lenzerheide with implementation recommendations. The research is based on literature reviews and interviews with market experts and destination managers, who succeed sponsorships. The conclusions drawn out of the interviews and research are used to create the concept and recommendations.

Abstract: There is something very unique about the Canton of Uri that is not yet well known. The region offers 35 cable cars managed by autonomous players. However, due to a lack of brand awareness, a missing common marketing strategy and an absence of product innovation efforts the cable car companies are continuously at risk of losing their livelihood. The goal of this thesis is to develop memorable products for the Urner cable car to overcome this deficit. Therefore, the thesis examines the actual situation and resources of the Urner cable cars through the use of different analyses and expert interviews. Moreover, the needs and wants of existing and potential customers are investigated through the use of Service Design Methods. The entire Service Design Thinking Modell will be applied in order to develop innovative and customer-oriented product recommendations for the Urner cable cars. Ultimately, the thesis provides concrete recommendations for the implementation of the proposed products.

Abstract: Nowadays it is hard to imagine booking a flight without the internet. Many people have discovered the search engines as a way to search or book their flights. The booking portals have continued to develop in recent years and have meanwhile features, which help the passengers to find cheaper flights. Such functions include for example a recommendation, which suggests whether to wait with a booking, as prices will drop in the next few days or an advance notice that warns when prices are likely to increase. However, features which are extremely useful for the passengers may pose a risk to the airlines. Therefore, this Bachelor Thesis focuses on two main goals. On the one hand, it examines with a survey the influence of the recommendations of search engines on the booking behavior of passengers. On the other hand, an experiment was carried out to check whether such recommendations are precise. Based on these results the danger of booking portals on the airline industry was assessed.

Abstract: Today the hotel industry faces big competition when it comes to online commerce. There are several ways and tools that can help a hotel to compete with the big players like Booking or Expedia: Search Engine Optimisation and Advertising, Website Optimisation, Online Reputation Management and so forth. However, this bachelor thesis focuses on the topics pricing strategies, tools and perks, price parity and how these could help the hotel industry to overcome the market power of OTAs. This will be achieved through an intense literature review to gain a basic knowledge of the E-tourism industry and the pricing situation in the hotel industry. Furthermore, experts from the industry will be interviewed to deepen the knowledge and to answer knowledge gaps that remain from the literature review. Moreover, the results of a price comparison widget used by a hotel will be analysed to see if it would be an appropriate tool to increase direct bookings.

Abstract: Bregaglia Engadin Turismo is the Tourism Organization that markets the Bregaglian valley which reaches from Maloja in the Swiss part of the Southern Alps to Chiavenna in Italy. The valley is mainly known for its beautiful and untouched nature, its good hiking trails as well as its several offers for mountaineering. Yet, in winter time, Bregaglia attracts almost no tourists what is also mirrored in its economic development. In order to improve the economic situation of the Swiss part of Bregaglia during winter time, this Bachelor Thesis gives recommendations how to sustainably further develop existing winter tourism products. The goal of this thesis is a marketing plan, whereby the focus is primarily laid on cultural tourism. To implement the marketing plan, the research is based on literature review and interviews that were conducted with local stakeholders as well as with experts in the field of tourism and cultural development.

Abstract: Over the last two decades hostels have changed fundamentally. They improved in design and comfort as well as in their social approach. Especially international hostel brands are expanding rapidly and breaking off all over Europe. However, Switzerland is barred from this hype. Therefore, the aim of this bachelor thesis is to evaluate the market entry barriers for international hostel brands in Switzerland. Furthermore, this research paper examines possible micro locations for such hostel brands in the cities Zurich, Geneva, Basel, Lausanne and Bern, and detects hostel brands with the best initial position to enter the Swiss market successfully. This examination is based on the findings of several expert interviews, conducted with representatives of destination management organisations as well as different hospitality experts.

Abstract: Due to an increased competition in the tourism industry, it is essential for a country to have a favourable image in order to attract tourists. Because of the fact that Serbia suffered many negative incidents during several wars and did not always possess the best image, Serbia is not likely to be the first choice for travelers. The aim of this Bachelor Thesis is to analyse which touristic images Serbia wants to communicate and how visitors as well as potential tourists perceive the image. Moreover, it is the aim to identify discrepancies between the communicated and perceived images. Furthermore, suggestions for the improvement of Serbia’s Image as a touristic destination will be made. To achieve this aim, expert interviews with the Tourism organizations of Serbia and Belgrade are conducted in order to receive information about the communicated image. In addition, a survey with existing and potential tourists is carried out to obtain information about the perceived image of Serbia.

Abstract: In der heutigen Zeit ist es üblich, dass die Gäste sich selber über digitale Medien wie die Webseite über touristische Destinationen informieren. So bleibt der direkte persönliche Kontakt, wie etwa die persönliche Beratung über das Tourismusinfobüro, oft aus. Dies zeigen auch die Entwicklungen der Schalterkontakte der Informationsbüros Lenzerheide in den letzten Jahren auf. Diese Bachelorarbeit liefert Empfehlungen wie die Lenzerheide Marketing und Support AG die Informationsverteilung mit einer optimalen Bedienung der Kontaktpunkte zwischen Gast und Destination in der Zukunft gewährleisten und aktiv steuern kann. Zwei verschiedene Methoden wurden dafür gewählt. Im ersten Schritt wurde eine Fokusgruppe, bestehend aus Leistungsträgern der Region und Mitarbeitern der DMO, zum Thema befragt und dadurch Lösungsansätze erarbeitet. In einem zweiten Schritt wurden die daraus resultierenden Ideen mit ausgewählten Destinationsmanagement-Experten diskutiert und evaluiert.

Abstract: Die Bergbahnen Sörenberg AG (BBS) betreibt Skilifte, Bergbahnen und Restaurants im Skigebiet Sörenberg. Das Skigebiet hat sich auf die Zielgruppe Familie fokussiert und bietet dieser verschiedenste Angebote von Skischule über Kinderskipisten bis zu Familienevents an. Dennoch leidet das Skigebiet, wie die gesamte Schweizer Wintersportbranche, unter sinken-den Skifahrertagen. Während der Fokus auch in Zukunft auf der Zielgruppe Familie liegen soll, hat es sich die BBS zum Ziel gesetzt, den Rückgang der Skifahrertage einzudämmen oder gar zu eliminieren. Dort setzt diese Bachelorarbeit an. Mithilfe einer Onlinebefragung bei aktuellen Gästen aus dem Zielsegment Familie sowie der Hintergrundinformationen aus der Literatur werden die Bedürfnisse von Familien, deren Zufriedenheit mit den aktuellen Leistungen des Skigebiets, sowie deren Meinung zu neuen Produktideen erfasst. Ziel der Arbeit ist es, daraus Ansätze zu erarbeiten um dem Trend der sinkenden Skifahrertage entgegenwirken zu können.

Abstract: Corvatsch AG is one of the main cable car companies in the Upper Engadin. Unlike other areas in the canton of Grisons, the Upper Engadin faced declining demand among European tourists in recent years. Around five years ago, Corvatsch started to accommodate a Freeski World Cup. Although freeskiing and snowboarding have had great TV ratings at the Olympic Games, it is still hard to get enough support because alpine skiing is still number one in the alps. This thesis evaluates how a Freestyle World Championship at Corvatsch could attract a younger tourist segment. It focuses on how freestyle events are of great interest to young people and which potential markets could be attracted with such an event. Furthermore, it defines measures of success, besides the event itself, to attract this customer group. The results are based on a qualitative research approach, next to an extensive literature review. Interviews have been carried out, with experts from the event/freestyle scene.

Abstract: Regarding sport sponsorship in the past, the most common medium to show sponsors used to be the television. But in the age of ‘digital natives’ social media became more important, even in sport sponsorship. Top athletes such as Cristiano Ronaldo, who currently has over 120 Million Facebook fans, offers sponsors an enormous platform to reach customers. Furthermore, statistics display that younger people spend fewer hours behind the TV to watch sports; instead they increasingly consume it via social media. This is why the FIS Marketing AG needs to develop new approaches to engage their sponsors on social media. The aim of this Bachelor Thesis is to conduct a benchmark analysis of the best practise examples in the field of sport sponsorship concerning social media. The focus of this benchmark lies on generating recommendations for the FIS, in how they can improve their social media presence to engage more sponsors as well as provide their current sponsors with a better platform.

Abstract: Viele Schweizer Bergregionen verwenden in unterschiedlicher Weise Herkunftsbezeichnungen für die Vermarktung von in der Region hergestellten Produkten. Auch die Tektonikarena Sardona, ein rund 300 Quadratkilometer grosses, von der UNESCO geschütztes Gebiet an der Grenze der Kantone Graubünden, Glarus und St. Gallen, zieht die vermehrte Verwendung dieses Vermarktungsinstrumentes in Betracht. Ziel dieser Arbeit ist es, der Tektonikarena Sardona Empfehlungen für das weitere Vorgehen in der Vermarktung von regionalen Produkten zu geben. Dabei wird insbesondere auch auf die drei Kernbereiche Tourismus, Landwirtschaft und Schutzgebiete eingegangen. Dies soll mit Hilfe von Interviews mit Experten aus verschiedenen Schweizer Regionen sowie mit Organisationen, welche zertifizierte Regionallabels vergeben, erreicht werden. Das Wissen und die Erfahrungen der Experten werden in einem weiteren Schritt mit der momentan vorhandenen Literatur zum Thema Regionalprodukte verknüpft.

Abstract: Das Diemtigtal im Kanton Bern gilt seit dem 6. September 2011 als anerkannter Regionaler Naturpark. Das 16 Kilometer lange Tal bietet im speziellen für Familien und Erholungssuchende Angebote für sanften Tourismus. Mit dem Ziel das Verständnis von Nachhaltigkeit zu stärken, bietet der Naturpark verschiedene kultur- sowie naturbezogene Umweltbildung an. Die voralpine Landschaft, die naturnahe Bewirtschaftung und die grosse Tier- sowie Pflanzenvielfalt bieten eine optimale Ausgangslage dafür. Die vorliegende Arbeit untersucht, wie der Tourismus & Naturpark Diemtigtal die Umweltbildungsangebote an die Zielgruppe, Schulen im Kanton Bern, gezielter kommunizieren kann. Anhand von Experteninterviews mit Lehrpersonen werden die Bedürfnisse an Umweltbildungsangebote und deren Kommunikation untersucht um Schulklassen künftig direkter ansprechen und für die Umweltbildung motivieren zu können. Aufgrund der Ergebnisse werden Handlungsempfehlungen für eine gezieltere Kommunikation erstellt.

Abstract: Word of mouth marketing has become an important tool for companies in the travel industry to foster customer communities and customers’ recommendations. The goal of this Bachelor Thesis is to develop an online and offline recommendation system for Kontiki Reisen, a travel specialist for northern countries. Therefore, the existing and potential word of mouth and e word of mouth behaviour of customers is analysed, as is the company’s present online and offline word of mouth marketing activities. The methods used to investigate the customers’ recommendation preferences and practices concerning content and channels are an online customer survey as well as online tests on Facebook and on the company website. Furthermore, the company’s marketing tools are evaluated in their adequacy of enabling customers to communicate with each other and to recommend the company. Finally, a recommendation system is provided, focusing on the customers’ perceived advantages when booking with Kontiki Reisen.

Abstract: MURIMOOS werken und wohnen ist ein Unternehmen mit sozialem Auftrag, welches unter anderem einen Biomarkt und eine Biometzgerei betreibt. Ziel der Bachelorarbeit ist es, unter den gegebenen Umständen neue Ideen zur gezielten Weiterentwicklung und Vermarktung der Produkte zu entwickeln, um damit die Eigenfinanzierung von MURIMOOS nachhaltig zu steigern und zu sichern. Im ersten Schritt wurden interne Daten gesammelt und mit den Ergebnissen aus der Literatur- und Internetrecherche verglichen. Anhand dieser Informationen wurden Fragen für Experteninterviews und die Gruppendiskussion formuliert und eine qualitative Forschung durchgeführt. Ergänzt wurde die Primärforschung durch einen Benchmark mit einem vergleichbaren Betrieb. Erforscht wurden unter anderem Positionierungsmerkmale, das Sortiment, Marketingmassnahmen und der Kundenservice. Die Erkenntnisse dienten als Basis für die Analyse und deren kritische Interpretation. Abschliessend wurden die Massnahmen in einem vereinfachten Marketingkonzept zusammengetragen und zu konkreten Handlungsempfehlungen ausformuliert.

Abstract: The purpose of this thesis is to analyze current Corporate Social Responsibility (CSR) activities of 20 companies in the tour operating industry to match those with the UN Sustainable Development Goals (SDG). By closely inspecting publicly available CSR reports and other official online information, the means and intensity of the SDG implementations in the world of business are analyzed and overlaps and gaps are detected. The final output includes a summary of the identified CSR activities and provides recommendations for the tour operating sector to increase its contribution towards the SDGs. The findings provide indications on the influence tour operators have and the extent to which the industry acknowledges a responsibility to move in the direction of a more sustainable tourism sector and future.

Abstract: Das Seminar- und Kongresshotel Seedamm Plaza in Pfäffikon SZ verfügt über Tagungsinfrastrukturen mit über 40 Räumlichkeiten. Die Nachfrage nach dem bestehenden Angebot weist heute eine rückläufige Tendenz auf. Ziel dieser Arbeit ist die Evaluation und Diskussion von Entwicklungsmöglichkeiten, um diesem Trend entgegenzuwirken. Im Zentrum steht dabei die Frage, was für konkrete Massnahmen und Angebote könnten zu einer besseren Auslastung des Hauses führen? Hierzu werden zunächst das Hotel Seedamm Plaza vorgestellt und dessen Angebote systematisch analysiert. Als theoretischer Bezugsrahmen gelangen dabei konzeptionelle Aspekte des MICE-Tourismus zur Anwendung. Anschliessend wird mit Markt- und Datenanalysen zur aktuellen Situation des Kongresswesens in der Schweiz sowie mit weitergehenden Analysen auf der Basis des Businessmodell Canvas gearbeitet. Die daraus abgeleiteten Empfehlungen werden schliesslich mittels qualitativen Experteninterviews überprüft, validiert und ergänzt.

Abstract: Der Zürcher Frauenverein (ZFV) wurde vor über hundert Jahren von Bürgersfrauen gegründet und ist heute schweizweit in den Bereichen Hotellerie, Gastronomie und Bäckerei-Konditorei tätig. Im Bereich Event-Catering ist die ZFV-Unternehmung im Stadion Letzigrund für die gesamte Gastronomie bei diversen Veranstaltungen verantwortlich. Bei solchen Anlässen müssen Prozesse in den Verpflegungskiosken reibungslos funktionieren, damit die Bedürfnisse der Gäste rasch befriedigt werden können. Aus diesem Grund ist es von Bedeutung, dass Prozesse kontinuierlich verbessert werden. Deshalb wurde im Januar 2017 ein Verkaufsstand sowohl aussen als auch innen optimiert. Das Ziel dieser individuellen Bachelorarbeit ist es zu evaluieren, inwiefern die Optimierung einen Effekt zeigt. Durch Gästebefragungen, Beobachtungen und mit Hilfe der bestehenden Literatur soll dieses Ziel erreicht werden. Mögliche Handlungsempfehlungen zur weiteren Verbesserung und Beschleunigung von Arbeitsabläufen werden erläutert.

Abstract: Der Verein Schneesportinitiative Schweiz hat es sich zum Ziel gesetzt den Schneesport bei Kindern und Jugendlichen auf nationaler Ebene zu fördern um damit das Schweizer Kulturgut „Schneesport“ nachhaltig zu verankern. Seit der Lancierung des Vereins im Mai 2014 konnten schon erste Erfolge verzeichnet werden und die erreichten Zahlen sprechen für eine positive Entwicklung. Doch wie viele Kinder und Jugendliche profitieren von den Angeboten von GoSnow.ch? Wie viele Schweizer Schulklassen fahren denn wirklich in ein Schneesportlager? Und wie haben sich diese Zahlen entwickelt? Diese und weitere Kennzahlen sind bis heute nur grob abschätzbar. Deshalb soll die Bachelor Arbeit einerseits die aktuelle Situation betreffend Schneesportlager und –tage von Schulen beleuchten und andererseits Lösungswege vorlegen, womit zukünftig die wichtigsten Kennzahlen bezüglich Schneesportlager und –tage von Schulen erhoben werden können. Als Pilotregion dient der Kanton Graubünden und die Ostschweiz.