Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Polyvinylchlorid (PVC)-Werbeblachen sind in der Marketingtätigkeit von Unternehmungen ein beliebtes Werbemittel, besitzen jedoch problematische Eigenschaften. Das Ziel dieser Arbeit ist, erstens die Schadstoffe des Materials PVC darzustellen, um ein Bewusstsein für die negativen Aspekte von PVC zu erwecken, und zweitens eine geeignete Alternative für PVC-Werbebanner zu eruieren. Mithilfe von Expertengesprächen werden alternative Materialien, Druckmethoden und Farben auf Nachhaltigkeit geprüft. Zusätzlich wird untersucht, ob eine Nachfrage für nachhaltig produzierte Werbeblachen existiert und welche Eigenschaften gegeben sein müssen, damit ein Werbebanner als nachhaltig bezeichnet werden kann. Die Analyse hat gezeigt, dass sich Viskose, massives Holz, Baumwolle und DISPA je nach Verwendungszweck am besten als Alternative für ein PVC-Werbebanner eignen. Die Nachfrage nach nachhaltigen Werbebannern existiert, allerdings ist das Angebot nicht vorhanden oder nicht bekannt.

Abstract: Mit seinem neuen Hörfilm-Storytelling-Konzert «Träumer» möchte Peter Philippe Weiss sein Publikum zum Träumen bringen. Das Ziel des Künstlers ist, mit der Veranstaltung erfolgreich zu sein, um eine positive Einnahmestruktur zu generieren. Um ein Produkt gut zu vermarkten ist es von fundamentaler Wichtigkeit, das eigene Publikum exakt zu kennen. Daher befasst sich diese Bachelorarbeit mit der Thematik der Zielgruppenanalyse. Im Rahmen einer Untersuchung wird herausgefunden, welche Zielgruppen am besten zu dem Projekt «Träumer» passen. Um die verschiedenen Bestandteile der Veranstaltung «Träumer» näher zu untersuchen, werden Experten Meinungen miteinbezogen. Anhand der Daten aus den Gesprächen kann eine umfassende Analyse durchgeführt werden. Aufgrund dieser Untersuchung werden Handlungsempfehlungen ausgearbeitet, welche Herr Weiss die Zielgruppe für das Projekt «Träumer» aufzeigen und als Wegweiser für die Weiterentwicklung des Projektes dienen.

Abstract: It is always hard for a young company to develop and succeed in a big market, such as the touristic one. The purpose of this thesis is provide a guideline on how to improve business activities, including the partners involved. To accomplish such an undertaking, the partners, which are in the attraction, accommodation, facility and transport sector, should be cooperative. Such an example is shown with Wasserwelten Göschenen. To reach these objectives, following topics were investigated and interpreted: product development process, promotion mix, booking process, customer management and corporate communication. To realise such goals, few expert interviews have been conducted to gain inside knowledge of best practice businesses. Furthermore, a benchmark analysis has been created, whereby, several competitors were examined including Andermatt-Urserntal Tourismus GmbH itself, to establish an accurate comparison. Both researches have been compared to existing models and theories. The findings were evaluated and implemented into suitable recommendations

Abstract: This thesis deals with trade fair appearances in the European market. Thereby, it investigates industry benchmarks, major goals and success factors when it comes to exhibiting at a trade fair. In addition, it analyses the current trade fair appearance of the Mammut Sports Group AG and provides the most important elements when for devising their trade fair stand. The results are presented alongside recommendations tailored to the Mammut Sports Group’s brand values with the overall goal of increasing their brand awareness. The research is conducted using literature review and expert interviews. Findings on benchmarks, major goals and success factors are then compared to the current trade fair appearance of the Mammut Sports Group. Based on this analysis, the most important elements for devising their trade fair stand are presented.

Abstract: Jägerhof boutique hotel, until recently owned by the famous chef Vreni Giger, is located in the heart of St. Gallen, minutes away from the OLMA exhibition location. The establishment offers accommodation in the 3-star category and a fine dining restaurant, which is also the first in Switzerland to be awarded 17 Gault Millau Points and recognised as one of the most renowned organic restaurants. Incredibly intriguing is to reserve the so-called Kitchen Table to witness how unique dishes are being prepared directly in front of the guests. The restaurant also has an own wine cellar with a rich selection of 1000 local and international wines. Some of the 23 hotel rooms have been renovated four years ago while the rest needs to be refurbished in the near future. In order to improve the performance of both sections, this thesis paper outlines several strategies that could be implemented to enhance the business’ appeal.

Abstract: Ziel dieser Bachelorarbeit ist es, ein strategisches Konzept für die Entwicklung und Positionierung des Ski-Patrouillenlaufs Davos–St.Moritz zu erarbeiten, welcher bisher einmal, im Jahr 2015, durchgeführt wurde. Dazu wird ermittelt, in welchen Bereichen gegenüber anderen Skitourenwettkämpfen Stärken und Schwächen bestehen, welche strategischen Entwicklungsmöglichkeiten für den Ski-Patrouillenlauf Davos – St. Moritz vorhanden sind und wie sich der Lauf in Zukunft optimal positionieren kann, um in der Eventlandschaft bestehen zu bleiben. Um diese Fragen zu beantworten, werden anhand von Literaturrecherche und Experteninterviews Antworten gesucht. Es hat sich gezeigt, dass der Event seine Stärken, das attraktive Preis-Leistungs-Verhältnis mit hoher angebotener Qualität, gegenüber den Konkurrenzläufen nutzen kann, um sich attraktiv positionieren zu können. Ferner werden Vorschläge präsentiert für eine Entfaltung des Events, die sich vor allem auf die Online-Kommunikation beziehen.

Abstract: Founded by people without background knowledge of event management the waldstock open air spektakel has continuously been developed and professionalised in a «learning by doing» attempt over the last 15 years. Today with the third generation of organisation committee the festival is still organised and staged by people without previous experiences in hosting an event of such a nature and scale. Due to this background the question arises of how professional the event could have developed and what measures could be undertaken to improve the future organisation of the festival. The purpose of the thesis is to examine the concept of professional event management and ascertain if non-specialist are able to develop a professional event concept. To guarantee more efficiency and smoothen the process of organising and realising an open air festival like the waldstock open air spektakel a tailored toolbox is developed and implemented. This additionally ensures a sound future delegation of the departments.

Abstract: Floorball is a rather new sport and is still developing in many countries. In Switzerland, floorball has more than 30’000 active players, but overall it still gets very little attention in the sports industry. The research paper is about the problem of scarce attention and sparse spectators in floorball. In collaboration with the team of GC Unihockey, which plays in the highest league in Switzerland, the problem was analysed. The goal of the paper was to analyse current efforts and to spot new ways of attracting more visitors to the games of GC Unihockey. The research does not include a marketing strategy for the club, but the paper should present a selection of approaches, which could be applied at GC. The paper is based on literature about sport management, sport marketing and floorball. Furthermore, expert interviews and secondary data were used for the analysis.

Abstract: The steady reduction of trade barriers led to a growing mobile labour market world-wide. To meet the needs of its passengers, Swiss International Airlines engages Cabin Crew Members not only from Switzerland but also from China, India, Japan and Thailand. Consequently also Swiss International Airlines is dealing with cultural diversity issues at the workplace. The purpose of this thesis is to reveal how cultural diversity is perceived within the company and to uncover challenges as well as advantages of multinational Cabin Crews. As the Asian Crew Members possess a profound cultural knowledge on their home route, a further goal is the collection of important know-how regarding behaviour rules and service expectations. The information in turn aims to foster cultural understanding among the Cabin Crew Members from Switzerland. The assessment is based on the gathered data from a survey which has been conducted with the Asian Cabin Crew Members at Swiss International Airlines.

Abstract: The Bike Days is a national bike festival in Solothurn. To ensure a successful event, a financial support is needed, which leads to the necessity of sponsors. However, the current problem of the Bike Days is that mainly industry sponsors are engaged in a sponsorship contract. Due to that fact, this bachelor thesis analyses on how to attract non-industry sponsors and provides useful recommendations for the Bike Days event. The current problem of the Bike Days was analysed and possible reasons for the sponsor imbalance evaluated. Furthermore, the main requirements of potential sponsors to support an event were detected through a qualitative content analysis. The assessment was based on self-conducted interviews with experts, potential sponsors and current sponsors and strengthened by means of another five written interviews. The given recommendations for the Bike Days on how to attract non-industry sponsors are grounded on the interviews, the theory as well as on own ideas.

Abstract: Gruppenhaus.ch GmbH is one of the only group accommodation reservation platforms in Switzerland, which assists a wide range of groups in finding and booking suitable accommodation facilities for various purposes of travel. The company also supports hosts and guest house operators to market their availability by facilitating the communication with potential consumers. Currently the main customer segments of gruppenhaus.ch come from the German-speaking countries as well as European countries neighbouring Switzerland. This Bachelor Thesis analyses the potential of the company in engaging with the outbound touristic markets of four overseas countries, namely, China, India, Japan and the U.S. By evaluating the supply of touristic product offered by gruppenhaus.ch and the volume, characteristics, guests’ preferences and travel culture of the four outbound touristic markets, this paper will assess whether there is potential for success in initiating business operations with customers from the four overseas markets.

Abstract: Die Islandpferdvereinigung Schweiz ist ein nationaler Sportverein mit dem Ziel das Islandpferd zu einer der populärsten Pferderassen der Schweiz zu machen. Damit dieses ehrgeizige Ziel erreicht werden kann, braucht es ein klares Marketing- und Kommunikationskonzept. Ein solches ist heutzutage von grosser Bedeutung, möchte ein Sportverein für seine Mitglieder, aktive Sportler, potenzielle Sponsoren oder relevante Medien interessant bleiben. Diese Bachelorarbeit beurteilt die aktuelle Situation des Vereines im Bezug auf das Marketing und die Kommunikation. Genauer wird dabei auf das Kommunikationsmanagement und ausgewählte Kommunikationsmittel eingegangen. Anschliessend werden Empfehlungen für den Verein ausgearbeitet, welche diesem dazu dienen sollen erfolgreicher und professioneller zu kommunizieren. Diese Arbeit basiert einerseits auf gewonnenem Wissen durch Experteninterviews mit Vereinsfunktionären und Personen mit relevanten Fachkenntnissen, anderseits wird durch gründliche Recherche von Fachliteratur ein Bewusstsein für die theoretische Grundlage erarbeitet.

Abstract: Das Haus Hiltl wurde im Jahr 1898 gegründet und gilt heute als das traditionsreichste vegetarische Restaurant der Welt. Das Ziel dieser wissenschaftlichen Arbeit ist es ein neues Format des bestehenden Event-Konzepts vom Haus Hiltl zu erstellen. Das Hiltl Catering wird erweitert und soll bei Anfragen als zusätzliche «Aufwertung» von Veranstaltungen und deren vorgegebenen Konzepten hinzugezogen werden. Anhand dieser Arbeit soll ersichtlich werden, mit welchen Strategien das Unternehmen seine Kernbotschaft erweitern kann und weiterhin in Bezug auf Trends die richtigen Massnahmen erkennt. Zusätzlich wurde auf die Differenzierung zwischen Privat- und Event-Catering Wert gelegt. Die vegane Küche, welche als eine relativ junge Erscheinung der heutigen Ernährungsweisen auftritt, wurde vertieft untersucht. Durch ein aktives Marketing und die richtige Kommunikation wird dem Leser eine zukunftsorientierte Sichtweise gegeben, auf welche Punkte ein Unternehmen beim externen Auftritt achten kann.

Abstract: Discussions around air transport policies have intensified over the past years. Liberalization has been the key point within these debates. As a first step, this Individual Bachelor Thesis analyses the importance of air transport for the Swiss economy and presents the basic principles of this industry’s system. Subsequently, aviation politics is treated in detail with focus on commercial regulations. The system of bilateral agreements and the importance and the role of flying rights are clarified. Also, the function of its major players, Zürich Flughafen AG, Swiss International Air Lines and the Federal Office of Civil Aviation, is explained and their corporate portfolio is presented with regard to their importance for the Swiss economy. In a further step, the impacts of changes in commercial aviation on the major players is analysed which indicates the effects such changes would have on the Swiss economy. The results are presented on the bases of scenarios representing specific changes in regulation policy.

Abstract: World Vision supports underprivileged children worldwide to allow them to live a life in freedom and dignity. As the tourism industry is a global business with enormous growth rates, it is affecting children as well. Negative effects comprise for example the commercial sexual exploitation of children by tourists, be it the prevalent travel purpose or just out of opportunity. This thesis will critically analyse the current situation and consequences of children being sexually exploited in the tourism industry, as well as evaluate the various efforts and measures from diverse sides to solve the problem, like the legal framework, the response from the tourism industry and the private sector as well as from side of the civil society. Concluding the thesis, recommendations for a future improvement of the situation are made based not only on research, but also on an interview with an expert for sustainable development in the tourism industry.

Abstract: St. Moritz will be the host of the FIS Alpine World Ski Championships in 2017. Mayor sports events include a big variety of touristic effects on a destination. This IBT focuses on the image as well as on the awareness level of the destination of St. Moritz and how it could be modified and increased. According to different studies, St. Moritz nowadays is mainly associated with luxury, jet set and a rather expensive price level. However, the destination wants to position itself as the number one winter sports destination in Switzerland with snow competency and as a host of mayor skiing events. This Bachelor Thesis is aimed at giving recommendations on how the FIS Alpine World Ski Championships 2017 can contribute to an increase of the awareness level as well as to a sustainable and targeted image of St. Moritz. As a result, this Individual Bachelor Thesis will provide a measure catalogue, which will be applicable in practice for the organisational committee of the event as well as for the Tourism Organisation Engadin St. Moritz.

Abstract: Barrier-free tourism means providing accessible products or services for people with all kinds of disabilities. It is a crucial topic as every person should be able to enjoy holidays and travel without facing many barriers. Lenzerheide Bergbahnen AG therefore wants to enable its mountain experience for everyone and everyone includes persons with a handicap. For this reason, the needs and requirements of people with disabilities have been discovered and analysed through different expert interviews with organisations and affected individuals. Furthermore, the author undertook an observation ski day together with a young man in a wheelchair in order to evaluate the actual situation and to find out existing barriers. The aim of this Individual Bachelor Thesis is to provide recommendations in order to improve and adjust the current state concerning barrier-free offers of Lenzerheide Bergbahnen AG as well as for the whole tourism value chain of Lenzerheide.

Abstract: Since the end of 2009, Emmi is an official partner of the FIS Alpine Ski World Cup and during the last season 2014-15, Emmi was proud to present a new sponsorship appearance for the product line of Emmi Caffè Latte. The FIS Alpine Ski World Cup is an ideal platform which the company uses to position itself in the home market Switzerland as well as in other markets. This Bachelor Thesis aims to analyse the perception of Emmi Caffè Latte sponsorship information with the use of an eye tracking study. On the one hand, an eye tracking experiment was conducted in order to measure the participants’ attention given to sponsorship areas. On the other hand, an oral survey was conducted among other things to measure the participants’ recall value of the sponsorship information. Furthermore, based on the findings, this study presents valuable recommendations for optimising the sponsorship engagement.

Abstract: The European Non-Governmental Sports Organisation Youth (ENGSO Youth) is the non-governmental umbrella youth organisation of the ENGSO, which is the European umbrella organisation of national sports confederations and National Olympic Committees (NOCs). ENGSO Youth’s mission is to give youth a real say in sports through promoting and supporting sport, health and participation of young people as well as volunteering and international cooperation in the youth sport sector in liaison with its national member organisations. Therefore, a strong liaison between ENGSO Youth and its national youth member organisations is fundamental to pursue this mission, however not yet researched upon. Hence, the focus on this individual bachelor thesis will be on the potential of the collaboration between ENGSO Youth and one of its most important drivers the German Sport Youth (DSJ) with the first aim to illustrate the outcome of this liaison. Based on the findings, the second aim is to weigh if the youth sport sector in Switzerland, as they are not yet part of ENGSO, could participate on the European level. As a result, the third aim is to give clear recommendations for the steps towards this involvement. These aims will be achieved with a qualitative research design and methodology in form of interviews with members of ENGSO Youth, the DSJ, the Swiss Federal Department for Sport (BASPO) and Swiss Olympic.

Abstract: The demographic development in Switzerland leads to a proportionally bigger share of older people, who become more and more important for tourism. An enhanced financial situation, good health and an increased expectation of life are reasons for elderly people to use their leisure time for travelling. Due to this development and the huge importance of the Internet in the travel industry today, this target group has to be considered in online distribution channels. People older than 50 years who use the Internet are so-called silver surfers. To know how to adequately address them, it is indispensable to investigate the phenomenon silver surfer to approach the characteristics and the behaviour of this user. This Bachelor Thesis provides recommendations to attract and address elderly people in the Internet. Furthermore, it provides insights into the characteristics and behaviour of the user silver surfer.

Abstract: Weintourismus geniesst grosse Aufmerksamkeit in vielen Teilen der Welt und speziell auch in der Schweiz. Wine Tours Switzerland hat es sich zur Aufgabe gemacht, diverse Touren rund um das Thema Wein für verschiedene Zielgruppen in der Bündner Herrschaft anzubieten. Das Unternehmen muss sich dem rasch ändernden Markt und den Präferenzen der Gäste laufend anpassen. Ziel dieser Bachelorthesis ist es, die Erwartungen und Ansprüche von weinspezialisierten Personen zu evaluieren. Dies wird anhand von Interviews mit Weinvereinspräsidenten erreicht, welche fachspezifische Kenntnisse zum Thema Wein besitzen und weintouristische Angebote rege nutzen. Vorgängig hilft eine Literaturrecherche, die momentanen Entwicklungen und Trends aufzuspüren. Die daraus gewonnenen Ergebnisse werden schlussendlich kombiniert und miteinander verglichen. Diese sind für Wine Tours Switzerland von grossem Wert, denn dadurch können die Angebote und Marketingkanäle angepasst werden, wodurch eine steigende Besucheranzahl möglich ist.

Abstract: The utilization of Online Shopping has increased heavily in recent years in Switzerland. Therefore, the E-Commerce sector has recorded increases in sales on an annual basis. Upcoming technology has facilitated the emergence of various forms of Online Shops and led to innovative shopping experiences. In the rather saturated online shopping market in Switzerland, new emerging businesses face great difficulties in acquiring customers and setting their shop apart from others. Up until now, the STUcard does not possess an online distribution channel. Nevertheless, the idea to set up an own online shop is existent and is perceived to be interesting to investigate. Therefore, the aim of this bachelor thesis is to evaluate the demand amongst the members as well as the various partners and brands of the STUcard. Additionally, another field of investigation constitutes the development of necessary components such an online shop should provide. With the help of numerous literature, an online conducted survey and three expert interviews, it is tried to evaluate the demand and what components should be implemented in a STUcard online shop.

Abstract: Toggenburg Tourism wants to hold their guests in the region and as a result increase their overnight stays. To reach this goal, the tourism destination wants to develop a more attractive guest card that fulfils the needs of their guests. This bachelor thesis highlights the must-have criteria for a successful guest card. Particularly, five successful destinations and their guest card systems are analysed in a benchmark analysis. Additionally, responsible people of these destinations were interviewed to get a practical insight into the different card systems. Further, a trend analysis to figure out the actual trends was done. These analyses lead to recommendations of how a successful guest card system should look like. At the end, this study is a helping tool for Toggenburg Tourism to decide which services shall be included in the new card system.

Abstract: Switzerland Tourism is the national organisation which is in charge of promoting the Swiss tourism abroad. Their task is to make Switzerland look attractive to people abroad and to encourage people to visit the country. In order for them to succeed many factors play a great role. One of them is the prices that exist in Switzerland because these prices can be a factor that determines whether a person want to visit the country or not. Since the country is seen as an expensive destination the question is if there are options which are low priced. This Bachelor Thesis has therefore the task to give ideas on how to enjoy and experience Switzerland during summer when having a small budget with the help of interviews with people currently staying in the country. In-depth interviews are conducted in the cities Lucerne, Bern and Zurich with European leisure-summer-city tourists and exchange students to find out how they feel about the prices, image and experiences in Switzerland and what their expectations were. The collection was adjusted to the expectations of the respondents and is proposed together with a short marketing concept as a recommendation for future steps.

Abstract: Die Val Verda SA ist die neue Besitzerin des ehemalige Alters- und Pflegeheim «da casa val lumnezia». Sie möchte das Gebäude und die Liegenschaft für touristische Zwecke umnutzen. Das Gebäude wurde im Jahr 1976 errichtet und im Laufe der Jahre durch eine Teilsanierung in Stand gehalten. Später wurde ein neuer Trakt und eine Aussenterrasse angebaut. In seinem heutigen Zustand kann das Gebäude 43 Gästezimmer, eine Gastro-Küche und mehrere Aufenthaltsräume für Gäste zur Verfügung stellen. Mit einer Machbarkeitsstudie soll herausgefunden werden, welche touristischen Beherbergungsmöglichkeiten sich am besten für diese Liegenschaft eignen. Die Machbarkeitsstudie wird mit Experteninterviews, Kreativitäts- und Entscheidungstechniken und Vergleiche mit ähnlichen Objekten durchgeführt. Das Resultat dieser Bachelorarbeit soll der Val Verda SA als Entscheidungsgrundlage dienen, um die bestmögliche Umnutzung für das leerstehende Gebäude zu finden.

Abstract: A well-working transportation system is precondition for every successful tourism destination. Though, the current overland transportation in Flores, Indonesia, is rather poorly organised and does not meet its tourism development. Therefore, improving the overland transportation system on the island has high importance and benefits enhanced tourism mobility. This Bachelor Thesis analyses deficient points and causes for the weakness of the current overland transportation system and provides suggestions which improve the visitor mobility. Moreover, it gives advises for a sustainable and future-oriented tourism-transportation system. The assessment is based on knowledge gained through personal interviews which have been conducted with stakeholders of the tourism-transportation sector in Flores. Findings of the present condition, their evaluation, approaches for solutions discussed during interviews combined with relevant previous research produce the recommendations.

Abstract: Dieci AG is one of the biggest pizza restaurant and delivery services in Switzerland. In 2013 Guave Studios GmbH developed a new website for Dieci, including an online shop where customers can order pizzas and other food online. Their best selling product online is the “Wunschpizza”, which offers customers the opportunity to create their own pizza by selecting the toppings. This bachelor thesis aims to optimise the e-commerce performance of the Dieci mobile website by adding pictures of the toppings to the mobile version of the “Wunschpizza” site. In order to come across significant and measureable results an A/B test was conducted. During the testing period of 21 days all visitors of the site were randomly either shown the current version A (without pictures) of the optimised version B (with pictures of toppings). With the tracked data a winner could be identified and accessed whether pictures improve the sales performance of the “Wunschpizza”. Market Development Nordic Countries.

Abstract: The Nordic countries are a promising market for Swiss tourism. People from Sweden, Norway, Denmark and Finland are active and have a nature loving mindset. Arosa Lenzerheide wants to take this opportunity and promote their destination especially in Sweden. The research paper tries to give indications how to make Arosa Lenzerheide more attractive to the Nordics. Thomas Bieger’s service chain is adapted to the case of tourism and describes ten steps of a holiday experience from a visitor’s point of view. The preferences of the Nordics along the chain are analyzed. Readings and statistics are used for the background knowledge whereupon interviews back up the collected data. The expert interviews with tourism service providers within Switzerland demonstrate experiences, and interviews with Nordic guests point out first-hand information about their travel behavior. The findings of the research help to form recommendations for Arosa Lenzerheide to build the basis for a successful promotional start-up phase.

Abstract: The Amt für Höhere Bildung is promoting the touristic education that is offered by the HTW Chur, the HFT Graubünden Samedan and the SSTH Passugg with its network ‘Campus Tourismus’ in all of Switzerland. With this brand the AHB tries to recruit new students sustainably and further tries to keep them in the Canton of Grisons after their graduation. But the problem is, that only a few potential students know about the brand. This research paper was conducted to give specific advice to the AHB how they have to change their effort in promotion to attract the right target group for a study program in the canton of Grisons. The current students will be asked certain questions about information that they want to receive as well if they know anything about ‘Campus Tourismus’. Furthermore, four interviews with the members of the board of executives of ‘Campus Tourismus’ will be assessed. At last, a desk research seeks to give answers to the construct of the whole network.

Abstract: Im drei Sterne Hotel 5 Dörfer in Untervaz sind neben Familien und Geschäftskunden auch Sportler und Motorradfahrer herzlich willkommen. Das breite Gästesegment führt dazu, dass das Hotel über keine klare strategische Positionierung verfügt. Der Standort in der Randregion von Chur und die sich ständig ändernden Rahmenbedingungen stellen für das Hotel 5 Dörfer eine grosse Herausforderung dar. Neue Hotelprojekte in der Umgebung und die wachsende Konkurrenz erschweren die Lage zusätzlich. Die Bachelorarbeit zeigt Chancen und Möglichkeiten für das Hotel 5 Dörfer auf. Dafür wird das Hotel genau analysiert. Neben den internen Stärken und Schwächen, wird auch das Umfeld mit den Chancen und Gefahren untersucht. Daraus werden verschiedene Strategien abgeleitet, wie sich das Hotel weiter entwickeln oder umgenutzt werden kann. Zusätzlich sollen Interviews mit Best Practice Hotels allfällige Defizite aufdecken und zu weiteren Empfehlungen für das Hotel 5 Dörfer führen.

Abstract: Das topvolley Basel ist ein vom FIVB anerkanntes, jährlich wiederkehrendes Einladungsturnier für die weltweit besten Frauen Club-Teams. Das Turnier findet jeweils Ende Jahr, während drei Tagen, in der St. Jakobshalle in Basel statt. Die Firma Eventcourt ist seit 2013 Organisator des topvolley Basels. Diese Bachelorarbeit beinhaltet ein umsetzungsorientiertes Konzept zur Steigerung der Zuschauerzahlen am topvolley Basel. Es soll ein Konzept erarbeitet werden, welches von der Firma Eventcourt AG im nächsten Jahr angewendet werden kann um den Event zu optimieren und das Ziel, die Zuschaueranzahl zu steigern, zu erreichen. Um dieses Konzept zu erarbeiten werden im vorab einige Analysen durchgeführt und zusätzlich noch eine Online-Umfrage erstellt. Mit der Bewertung und Aufarbeitung der Daten und Informationen, wird dann in einem weiteren Schritt das Konzept erarbeitet und bewertet und am Schluss noch ein Massnahmenplan für die Firma Eventcourt AG erstellt.

Abstract: Die Mosterei Möhl AG ist ein Familienunternehmen, welches verschiedenste Getränke aus Äpfeln herstellt. Die Firma verfügt momentan über ein kleines Brennerei- und Saftmuseum. Durch das Museum und den Betrieb werden Führungen veranstaltet. Nun soll das ganze Angebot aber überarbeitet werden. Es ist ein Gebäude in Planung, welches sowohl das Museum als auch ein Besucherzentrum beinhalten wird. Diese Bachelorthesis hat einerseits zum Ziel ein Best Practice Model für Besucherzentren im Allgemeinen zu erstellen. Dabei wird auch vorgeben, wie solche Markenerlebnisse aufgebaut sein sollen, beziehungsweise wie sie evaluiert werden können. Andererseits werden spezifisch für das Zentrum der Mosterei Möhl AG Ziele definiert sowie Vorschläge für Events und Angebote gemacht. Abschliessend werden Möglichkeiten zur Einbindung des Museums und Besucherzentrums in die bisherigen Marketingaktivitäten aufgezeigt, um eine integrierte Kommunikation sicherzustellen.

Abstract: Keystone AG is the most comprehensive provider of visual content in Switzerland. The main task of the company is to provide pictures for different sources like journals and newspapers. Like every company, Keystone has to deal with different target groups and likewise has to find ways, on how to reach them. One of the main target groups at the moment which want to be addressed is the Generation Y (age-range 1985-2005). Pursuant to this bachelor thesis an intricate study about the inner constituents that a picture needs to emotionally capture the Generation Y is provided. Several expert interviews were conducted as a fundamental basis construct. Furthermore, an online questionnaire was conducted with members of the Generation Y to gain intelligence for answering the research questions. In the end, a criteria catalogue was provided with recommendations originating from the practice as well as from the questionnaire. The criteria catalogue can be used as a guideline for trying to address the Generation Y with the pictorial world from Keystone as well as from other touristic players. Finally, yet importantly, this criteria catalogue is compared with two different Tyrolean (AU) destinations in order to verify if the mythos of ‘everything is better in Austria’ can be attested to legitimize.

Abstract: Der Audi FIS Ski World Cup Adelboden beschäftigt sich schon seit seinen Anfängen mit Freiwilligenarbeit. Das ganze System der Beschäftigung von freiwillig Engagierten hat sich weiterentwickelt und ist nun an einem Punkt angelangt an dem es Zeit wird zu prüfen, ob das volle Potential bereits ausgeschöpft ist. Ein durch Experten ausgefülltes Reifegradmodell gibt Aufschluss über den aktuellen Stand des Freiwilligenmanagements. Ergänzend dazu wird das jetzt vorhandene Freiwilligenmanagement-Konzept mit einem aus der Theorie vorgeschlagenen Konzept verglichen. Zusätzlich wird mit Hilfe einer Online-Befragung eine sogenannte Zufriedenheitsbefragung bei den freiwillig Engagierten durchgeführt. In der Thesis findet auch eine SWOT-Analyse Anwendung, welche die Stärken, Schwächen, Chancen sowie Gefahren des Konzeptes identifiziert. Aus all den Vergleichen und mit der Unterstützung des theoretischen Bezugsrahmens lassen sich am Ende das Potential sowie daraus entstehende Umsetzungsmassnahmen ableiten.

Abstract: For the European qualification phase starting in 2014, UEFA implemented a new marketing concept. Instead of individual marketing by the associations, UEFA decided to market the national team matches of the qualification phase centrally under the name European Qualifiers. For the broadcasting rights it was possible to achieve a fully centralised concept for all associations and considering the commercial rights, UEFA allowed to chose between three different options. The football association of Liechtenstein, short LFV, is affected by the new marketing concept. The objective of this bachelor thesis is to analyse the specific impact of the new concept on one of the smallest members of UEFA, the LFV. The analysis is based on a wide literature review and five in-depth, expert interviews. The gained knowledge is then applied on the specific case of the LFV. The changes, benefits and drawbacks are elaborated and finally recommendations for future trends and developments are given.

Abstract: ‘Millenials›, ‘generation Mypod’, ‘Igeneration’, ‘generation Facebook’, ‘generation lazy’, ‘generation misunderstood’. This is only a small amount of nicknames which belong to generation Y (1982-2002). Several generational theorists and market researchers tried to explain this generation in depth but due to the fact that generation Y grew up in a completely different and new environment (than other generations), it has become increasingly difficult to define this group. There is substantial interest within the generation perceived regarding clean eating, daily work outs and using spa and wellness products. This thesis consists of a proven study about health and wellness attitudes of millennials. Together with a first mover in budget spa hospitality, the wellnesshostel4000, there was a great opportunity to look deeper into the interests and consumer behaviour of millennials. The main body of the thesis consists of a quantitative study in which 400 millennials were asked to express their attitudes towards sports, health, travel and spa interests. With this information three spa-interest clusters of millennials were created and described. The aim of the thesis is to give recommendations in addressing a distinguished millennial audience for a spa hostel. Implementations can be made to address the generation Y as whole as well as for each created cluster.

Abstract: Social inequality has become one of the biggest challenges in today’s world. Every society is affected by social inequality and consequently it should be in the interests of all to address this topic, since it is not only a danger for the individual but also for the social fabric as a whole. Tourism on the other hand is one of the most important economic sectors and, therefore, an enormous power factor. This power also influences and contributes in certain ways to social inequality, and thus a move towards a responsible tourism is needed. In this Bachelor Thesis the goal is to analyse the elements needed for a responsible tourism that could support integration. As a research site the railway station Basel SBB was chosen, since it is an interface between tourism and marginalisation, and a site at which a conflict between these two parties occurred a few years ago. The methodological approach is based on interviews with experts and on observations at places where marginalised people spend their time.

Abstract: How does a song sound that nobody listens to? What is the value of something that nobody knows of? These questions reveal the initial need for information and especially the tourism sector is highly affected from this issue, since the guests require a specific amount of information about their destination to have an experience. This IBT shows this matter from the perspective of different stakeholders in Davos Klosters, employing a qualitative research approach. Overall 30 interviews have been held to collect the needed information among a snowball sampling procedure which allowed deep and very interesting insights, this snowball procedure enabled a very good coverage of stakeholders in Davos and Klosters. The collected data has been categorised with the software Atlas.ti into the following subject areas: Experience, guest information and stakeholder management to deviate specific recommendations on how Davos Klosters as a resort can enhance the information level of its visitors.

Abstract: Regularly destination management organisations attempt to determine how customers` attitudes change in order to adapt to their needs. Simultaneously, tourism companies focus on customer relationship management. One product which is strongly linked to CRM and which belongs to one of the fastest developed products and marketing concepts are benefit cards or customer cards and this approach is followed by destinations as well. The destination Arosa is a pioneer in Switzerland when it comes to the introduction of all-inclusive packages in summertime. In 2003, Arosa invented the first destination card for every holiday guest namely day and overnight guests. The aim of this bachelor thesis is to develop a conception of a destination card for the DMO Schwyz to stimulate tourism in canton Schwyz. Qualitative interviews with representatives of existing destination cards and a cost-utility analysis has shown which model would best fit for Schwyz Tourism and its tourism service partners. A conception for the SchwyzCARD was developed which involves recommendations for strategic decisions in order to ensure a successful introduction and operation of a destination card in canton Schwyz.

Abstract: In Pragg-Jenaz soll neben dem bestehenden Landgasthof Sommerfeld ein Erlebnishotel im Viersternesegment entstehen. Der Neubau ist mit 30 Zimmern projektiert und wird komplett barrierefrei geplant. Die Projektidee sieht vor, dass das Hotel einerseits ein Ferienort für Gäste im Rollstuhl wird und andererseits Arbeitsplätze für Menschen mit körperlichen Behinderungen bietet. In dieser Bachelorarbeit wird untersucht, welchen Aktivitäten Menschen mit körperlichen Behinderungen in den Ferien gerne nachgehen und was davon im Prättigau möglich ist. Dafür werden Rollstuhlfahrer befragt, die Angebote der Region Prättigau auf Rollstuhlgängigkeit überprüft und ein erstes Angebotspaket ausgearbeitet. Dieses wird durch eine Fokusgruppe auf Durchführbarkeit und Eignung für Gäste im Rollstuhl kontrolliert, verbessert und ergänzt. Abschliessend wird ein in Zusammenarbeit mit Rollstuhlfahrern entstandenes, rollstuhlgängiges Angebot präsentiert.

Abstract: Emerged with the development of the World Wide Web, travel agencies are nowadays confronted with the fact that also loyal customers are not going to book the whole vacation package in advance with the travel agency of their reliance. The customer has all travel deals on the online travel agency platforms and can spontaneously book different additional services while being on holidays. This individual Bachelor Thesis examines how small travel agencies are confronted with major online travel agencies and how they can contrast with them. This is illustrated on the case of the Mosquito Travel Lounge, a small travel agency, in Chur. In addition, it is ambitioned to clarify whether travel agencies, especially Mosquito Travel Lounge, exploit their maximum potential to persuade loyal customers or whether there is still room for improvement. Finally, recommendations are given, based on conducted interviews with loyal customers and on an experiment.

Abstract: Tourism belongs to the most important industries in Switzerland and it is of importance to remain attractive not only to pre-existing markets but also to new and emerging markets. The South-East Asian markets that were analysed in this work are Singapore, Malaysia, Thailand and Indonesia and are one of the last big group for Switzerland’s Tourism. Although these countries only represent a small percentage of all tourists in Switzerland their sleep overnights in Switzerland have increased in recent years and it is expected that this number will rise further. For this reason the four countries have been analysed regarding their demographics, economic environment and different aspects in order to understand the SouthEast Asian traveller and include consumer behaviour with a comparison of the Western and Asian culture, their interests as well as their travel behaviour. Experts from the tourism industry in Switzerland as well as experts that are located in South-East Asia have been interviewed. Finally these findings have been implemented in the recommendations.

Abstract: Die Auswirkungen des Klimawandels und der Aletschgletscherschmelze stellen aktuelle Herausforderungen für die alpine Tourismusdestination Aletsch Arena (Riederalp, Bettmeralp und Fiesch-Eggishorn) dar, die sich in Zukunft durch die steigenden Temperaturen weiter verstärken werden. In dieser Bachelorarbeit wird mithilfe von Klima- und Gletscherszenarien beschrieben, welche Folgen der Klimawandel auf den Grossen Aletschgletscher hat und inwieweit der Tourismus den Gletscherrückgang beeinflusst. Zudem werden die Auswirkungen der Aletschgletscherschmelze auf das touristische Angebot und die touristische Nachfrage in der Aletsch Arena untersucht. Dazu wird eine qualitative Expertenbefragung mit sieben touristischen Leistungsträgern und einem Gletscher-Geschichtsforscher durchgeführt. Das Ziel der Bachelorarbeit besteht darin, mögliche zukünftige Anpassungsstrategien für das touristische Angebot in der Aletsch Arena zu empfehlen.

Abstract: Nowadays, sport sponsoring has become a major revenue sources for athletes, clubs, as well as sport governing bodies. Mainly, sport equipment manufactures have an important responsibility regarding its support of products for athletes. In terms of the FIS Nordic World Cup, the Swedish sport equipment manufacturer Craft acts as official sponsor. This Thesis aims to evaluate the sponsorship cooperation between the FIS Marketing AG and Craft. Moreover, it investigates the perception of Craft among the visitors of Tour de Ski events. The cooperation between the FIS Marketing AG and Craft is evaluated due to expert interviews of representatives of both companies. Furthermore, the perception of Craft is surveyed through an online survey of visitors of the Tour de Ski in Oberstdorf and Val Müstair 2015. Finally, based on the implementation of a benchmark analysis of companies, which operates in similar markets as Craft, it identifies crucial points regarding to other sport sponsoring activities.

Abstract: Collaborative consumption, also known under the term sharing economy is expected to continue to grow. Its popularity can be observed by strength with which the phenomenon placed itself in a community-driven environment where people can interact with each other. Due to the fact that the sharing economy is present in the major elements of the travel ecosystem, the lodging industry faces this competition, too. The online platform Airbnb is considered as a leader of this growing industry which changed the way of travelling and opened new opportunities for both – consumers and suppliers. The aim of this bachelor thesis is to research the influence of the sharing economy on the traditional Swiss hospitality industry. A set of recommendations will be developed by taking into account relevant statements from the industry experts. These recommendations will provide hotelleriesuisse with potential solution approaches in order to benefit from the sharing economy and its developments.

Abstract: The Sinnvoll Gastro is the owner company of several hotels, restaurants, bars and one concert location, situated in central Switzerland. In order to retain as much guests as possible, Sinnvoll Gastro considers implementing a loyalty program using wireless technology. To this day, no customer relationship management system exists within the company. This Bachelor thesis provides recommendations regarding the development of a loyalty program using wireless technology. Furthermore, it shows different application forms of loyalty programs using wireless technology. The recommendations are based on literature review and interviews conducted with technology-, hospitality- and loyalty experts in order to meet the requirements of the Sinnvoll Gastro.

Abstract: Nowadays travelling is no longer predominantly perceived as luxury. Due to low carrier airlines, travelling has become affordable for a larger customer base. Notwithstanding, the immense growth of the tourism industry has an increasingly negative impact on the environment and lead to challenges such as preservation of the cultural values and the fight against the exploitation of human beings. According to Garman (2006), aviation is a major factor for climate change as it produces more CO2 than any other means of transport. As a tour operator, Thomas Misteli is confronted with the increasing importance of sustainability in tourism on a daily basis. Therefore, the aim of this study is to research whether the customers of Mosquito Travel Lounge would appreciate environmental sustainable offers at all and if yes, how much they would be willing to pay more for such an offer. Data were collected through a quantitative online survey as well as an explorative expertise interview.

Abstract: Whereas in the early days, the air travel markets were typically dominated by so called “Full Service Airlines”, more recently the liberalisation of the market diversified the field of offerings. The growing emergence of low cost carriers within the civil aviation market has confronted the players in this market with new challenges. Established airlines such as Swiss Int. Airlines find themselves competing against companies that are built upon the idea of being as cost effective as possible. This thesis aims to uncover the factors that influence passengers when booking flights. Together with these, a deeper insight into the motivational factors and behaviour of air travel customers is provided. In addition to this customer behaviour research, a focus will be laid on the perception of the services provided, as well as the passenger-satisfaction with either traditional airlines such as Swiss Int. Airlines or low cost carriers.

Abstract: The two designers from Team für Gestaltung devise a new tourism product in Grisons. Their idea is to launch a luxury train hotel that travels on the tracks of the RhB. The train will ride through the beautiful scenery of Grisons and stop in local villages along the route where guests can discover the surroundings and take part in locally organised activities. The professional on-board service, a warm and welcoming atmosphere, Grisons’ beauty and the interaction with local people and other travellers will create a unique experience with a luxurious touch for guests that seek the best. Aim of this bachelor thesis is to investigate the market potential of the luxury train hotel and the formulation of suggestions for possible package tours and their respective target groups. The paper includes a benchmark analysis on existing luxury trains, research on tourism offers in Grisons which could be integrated in tours, expert interviews and surveys with country managers from Switzerland Tourism and specialised rail tour operators.

Abstract: Zürichsee Tourismus is responsible for the touristic development and the marketing of the Lake Zurich Region. The region spreads over three different cantons and has its centre in Rapperswil and around the lake of Zurich. The Lake Zurich Region has at the moment by the majority business guests that have in general a short duration of stay of 1.86 nights. This Bachelor Thesis has the aim to find out how Zürichsee Tourismus can attract more tourists in the field of leisure and holiday tourism, which shall result in a more balanced occupancy rate and in attracting guests that are staying longer than one or two nights. To achieve this goal the offer of the region has to be developed further according to the needs and wishes of the tourists, wherefore different ideas and recommendations are provided in this paper. These ideas for new products and different offers are derived from two different methodological approaches namely, from a guest survey on the one hand and from four interviews with experts on the other hand, combined with a theoretical background of consumer behaviour and product development.

Abstract: Was haben die Gesundheits- und Tourismusbranche gemeinsam? Auf den ersten Blick nicht viel, ausser dass sich beide Branchen in einem stark umkämpften Marktumfeld zu behaupten haben. Der verstärkte globale Wettbewerb zwingen sowohl das Kantonsspital Graubünden als auch Graubünden Ferien sich den neuen Anforderungen auf dem Markt zu stellen. Unter dem gemeinsamen Dach der Marke graubünden wird untersucht, welche Synergiepotentiale und Handlungsfelder zwischen dem Kantonsspital Graubünden und Graubünden Ferien bestehen. Mithilfe von umfangreichen Literaturanalysen sowie Experten- und Patienteninterviews werden konkrete Handlungsempfehlungen ausgearbeitet. Mit unvoreingenommenen Überlegungen und praxisnahen Vorschlägen sollen die Entscheidungsträger überzeugt werden, dass in einer branchenübergreifenden Zusammenarbeit der beiden Markenpartner ungeahntes Potential vorhanden ist.

Abstract: Edelweiss Air AG is the leading leisure airline in Switzerland since 1995. The airline is operating five short and middle haul aircrafts as well as two long haul aircrafts. The company is facing a major expansion in the coming three years with the launch of a further Airbus A320, an additional Airbus A330 and three new Airbus’ A340. The intended growth expects the number of employees to double. A company’s corporate culture can be decisive when it comes to differentiation and can directly influence financial performance. The thesis analyses the importance of corporate culture during a phase of expansion and evaluates whether measures have to be taken in order to keep Edelweiss Air’s unique culture. A comprehensive literature review and in-depth expert interviews with directly involved people lead to the necessary insights to answer the research questions. The thesis provides recommendations for Edelweiss Air’s management how to effectively manage the corporate culture during the upcoming expansion.

Abstract: Diese Individual Bachelor Thesis behandelt den naturnahen Tourismus im Prättigau. In einem ersten Schritt wurde das touristische Angebot vom Prättigau beschrieben. Anschliessend wurden vier relevante Themenfelder definiert. Es sind dies der naturnahe Tourismus, die Erlebnisinszenierung/-qualität, die Produktentwicklung und die Trends im alpinen Tourismus. Die eigenen Ergebnisse wurden mittels qualitativer Experteninterviews gewonnen. Die Theorie, die Angebote und die Experteninterviews wurden in Beziehung zueinander gesetzt und so eine Analyse ausgearbeitet, auf welcher die Schlussfolgerung basiert. Wichtigste Erkenntnis war hierbei, dass es aufgrund der schwachen Positionierung äusserst schwierig ist, zusammenpassende Angebote zu erstellen. Diese wiederum sind notwendig für ein einheitliches Erscheinungsbild.

Abstract: Statistics show that in the past few years day tourism has become increasingly important and has contributed a considerable amount to the tourism value added. Especially in city destinations, day visitors hold a major share in guest frequency. However, a city’s performance is usually defined by its overnight stays and day visitors play a secondary role. This is due to the fact that it is difficult to measure the economic value creation of day visitors and that therefore they are not always included in tourism marketing. The study seeks to show the importance and economic relevance of day visitors to the Capital City of Bern and goals to clarify if a day visitors focused strategy and marketing measures are required. Apart from a literature review providing existing data about day tourism, a qualitative approach through expert interviews was used in order to deduct suggestions adapted to the special needs of Bern. The study presents recommendations on how to successfully manage day visitors to the Capital City.

Abstract: Indian tourists visiting Switzerland is increasing every year with the growing number of Indian international travellers. This is a consequence of rapid rise in the disposable income of the emerging Indian middle class and upper middle class families. Hence, India is a new touristic target market for Switzerland and the potential of Indian tourists for Switzerland destination is huge, Swiss hospitality should be prepared to host Indian guests. For that reason, it is important for Swiss hoteliers to know upper middle class Indian expectations in order to provide services according to their expectations. Therefore, this Bachelor Thesis is designed to find out the expectations of upper middle class Indian tourists from the Swiss hospitality industry. The main aim of this thesis is to discover the hotel services which will satisfy upper middle class Indian guests to plan services for future hotel project.

Abstract: The share of female mountain bikers in Switzerland has been constantly growing in the last few years. This phenomenon is proven to be more than just a trend. Instead, insights into a modern woman’s societal status and her leisure behaviour reveal, that this sport fits well into her idea of how to spend the free time; combining diverse factors such as “fun”, “being in nature” and “having a break from everyday life”. As a result, the future for alpine regions that promote mountain biking seems to be promising and will hopefully help balancing their critical summer/winter income ratios. Nevertheless, to achieve this, it is crucial to know the target market, what their needs and expectations are and how to meet those. For that reason, guidelines are elaborated for the destination Flims in order to attract the female mountain bikers in the long term.

Abstract: Travelwindow AG is an Online Travel Agency (OTA) that operates the website travel.ch. Since the invention of smartphones, the user experience on mobile devices has become an increasingly important subject in order to remain competitive, also within the tourism industry. Due to this fact, travel.ch aims to increase cross-device usability by providing a Responsive Web Design website for flight and hotel bookings. The purpose of this bachelor thesis is to give recommendations for the optimisation of responsive OTA websites through the perspective of travel.ch by determining factors of user experience and examining as well as analysing the website of travel.ch. The current website of travel.ch is compared to the following OTAs: booking.com, expedia. com and ebookers.ch by either flight or hotel bookings on smartphones in a usability test. Additionally, the study includes an individual interview and supplementary analytics data received from travel.ch. This research complemented the study and is considered in the recommendations.

Abstract: In Switzerland the Russian tourists have always been valued, as they are known for their tendency to consume top quality products and services over their extensive stays at the most luxurious and fashionable destinations. Their expenditures not only have an impact on the development of destinations, but also contribute to growth of the national tourism industry. Nowadays, considering the current environmental setting in Russia, the issues concerning the Russian travel behaviour become more prominent. As there is an estimated decline in Russian outbound tourism, destinations should address tourists’ needs closer in order to control and maintain the market share. This Bachelor Thesis helps to understand the nature of the current Russian tourism market and provides the Destination Davos-Klosters with a marketing concept, which will not only help it to become more competitive in this field, but will also contribute to destination’s sustainable growth.

Abstract: Nowadays, fisheries world wild are coming under increasing pressure from a variety of factors. In Switzerland this is no exception as since 1980, fish numbers have steadily declined. The fly fishing club in Scuol, Lower Engadine, Switzerland (Societa da muos-chervs Engiadina bassa), believes that fly fishing is the way forward to sustainably manage fish populations. When practiced correctly, they believe that fly fishing is one of the least harmful methods of fishing. The club’s goal is therefore to create a fly fishing only stretch of river on the Inn River as they believe this will help protect and manage the fish more effectively. For this new concept to be approved there has to be support from the majority of people within the Cantonal Fisheries Association before it can be considered by Canton Grisons as an option. This bachelor thesis will therefore provide recommendations on how to develop fly fishing tourism in the community of Scuol as its main aim. Through the sustainable development of this niche product, fly fishing in the region will be promoted and in turn will help in gathering support for the fly fishing only stretch of river. The addition of fly fishing as a touristic offer in the summer months, which is traditionally the low season, will also bring benefits to the community of Scuol. Information from a comparative analysis and expert interviews is used along with the supporting literature to make the recommendations.

Abstract: The core competence of STC Switzerland Travel Centre AG (STC) is accommodation partnering such as providing accommodation solutions for recurring or major events. In 2014, STC was engaged for the European Athletics Championships in Zurich as official accommodation partner. Due to their successful operation, they decided to continue and build up their MICE department. Since the MICE industry has some well-known representatives, STC has to stand out with a unique offer what they try with their Event-Booker, a web-based event and meeting software. The aim of this Bachelor Thesis is to evaluate the potential of the Event-Booker in the Swiss MICE market and provides recommendations how to be/stay competitive and needed changes compared to the competitors. Furthermore, STC is positioned in the Swiss MICE market. Therefore, the product, customers and competitors are analysed. The assessment is based on the gained knowledge from interviews conducted with MICE experts, from a customer survey and inputs from further MICE providers.

Abstract: During the last years the amount of Chinese outbound travellers visiting Swiss destinations has been rising constantly. With this, challenges of hosting the new kind of traveller are growing where adaptations are inevitable. Despite this, the growing popularity of winter sports in China combined with Switzerland’s reputation as a winter sport destination opens up new opportunities to target Chinese winter guests. Therefore, this Bachelor thesis focuses on the question: What does a touristic destination need to successfully position as a destination for winter tourists from China? With Zermatt Tourism as external partner this thesis aims at gaining data about the Chines winter traveller’s motivations to come to Switzerland and to a particular destination, their preferred activities and their level of satisfaction. With data gained by conducting a survey and expert interviews, recommendations will be given on what a winter destination needs to adapt to Chinese winter travellers.

Abstract: Während bis jetzt der Fokus der Marketingstrategie des Casinos Davos auf die Touristen gerichtet war, prüft das Management neu die Möglichkeiten, zusätzlich vermehrt die Davoser Bevölkerung anzusprechen. Zu diesem Zweck wird in der Bachelor Thesis untersucht, welches die Gründe sind, weshalb sich die Einheimischen zum Besuch des Casinos motivieren lassen oder weshalb sie das Casino nicht besuchen. Für die Touristen gab es in der Vergangenheit viele Angebote, während jedoch die Einheimischen als Zielgruppe nie wirklich bearbeitet wurden. Die Thesis beschäftigt sich damit, wie man die Einheimischen als Gäste gewinnen und die Position des Casinos im Davoser Unterhaltungsangebot optimieren kann. Basierend auf Umfragen unter den Einheimischen und auf der Befragung von Experten wurden konkrete Empfehlungen erarbeitet. Diese reichen von inspirierender Kommunikation und attraktiven Veranstaltungen bis hin zu organisatorischen Massnahmen und zur Optimierung der Präsenz im Internet.

Abstract: The Tourism Child Protection Code searches for solutions on how to implement a new membership fee system for different kinds of stakeholders. The aim of the thesis is to provide suggestions on how to implement this new system and to reflect membership fees in sustainable tourism in general. The theory of fundraising and an insight of membership fee development are described as basic theories for further analysis. The benchmark analysis within the methodology part shows what kind of membership fee systems already exist and compares them to The Code. Expert interviews contribute to the benchmark analysis. Finally the results of the two mentioned methods are used develop a suggestion of a new membership fee system to The Code.

Abstract: The usage of visual material is widely accepted as being of great importance in promotional activities. It is essential for tourism organisations to apply a strong and common visual language in order to successfully market themselves in a competitive market environment. Therefore, the aim of this thesis is to evaluate the visual language of Graubünden Ferien (GRF). It is analysed whether the existing manual of visual language is up to date and how the chosen destination partners implement the requirements described in the manual. In order to draw valuable conclusions, the manual is evaluated based on recent findings from the literature and expert interviews. A variety of pictures of the destination partners are analysed through content analysis. Further, an outlook on Wallis Promotion is made in order to assess the competitiveness of GRF in terms of visual language. Thus, the results present recommendations for the improvement of the manual and provide an overview of the current status of the applied visual language among the destination partners.

Abstract: The new information and communication technology changes have reached the hospitality industry and forced hotels to adapt their marketing activities in a sustainable way to stay competitive. Smaller individual managed hotels often do not have the financial resources or knowledgeable background to control and to handle all these online marketing activities and platforms. Hotel marketing cooperations close this gap with expertise, professionalism and a strengthened presence in the price- competitive market. This bachelor thesis determines the influence of eCommerce and digital marketing on the hotel performance of individual hotels as part of hotel marketing cooperations. The thesis provides recommendations for the hotel marketing cooperation Swiss Premium Hotels in the eCommerce environment and how the 18 individual managed hotels can profit from these eCommerce activities through a membership with Swiss Premium Hotels.

Abstract: Decreasing skier days/visits in winter sport and in particular fewer children who practise snow sport are reality and affect all winter sport destinations in Switzerland. Mainly, destinations in low mountain regions have difficulties to survive. This bachelor thesis aims to evaluate new chances for the regional destination Giswil-Mörlialp, located in the canton of Obwalden, to enhance the frequency of visitors on weekdays. Thus, the focus is set on schools and snow sport school days. Expert interviews in two sections were conducted to identify offers which are required to organise snow sport school days. Additionally, the interviews aimed at evaluating how the decision making positions at schools can be reached optimally. The outcomes of both interview sections were critically compared and triangulated. Moreover, the already existing provisions at the destination Giswil-Mörlialp were cross-linked to the outcomes of the interviews. Finally recommendations were provided.

Abstract: Der Verkehrsverein und die Gemeinde Sagogn in der Region Surselva, möchten Struktur und Aufgaben im Bereich Tourismus/Veranstaltungen neu organisieren. Angedacht ist eine Integration des Verkehrsvereins bei der Gemeindeverwaltung. Dafür möchte der Vorstand des Verkehrsvereins sowie die Gemeindeverwaltung wissen wie Prozesse und Aufgaben am besten organisiert werden um sich auf die neuen und zukünftigen Anforderungen eines lokalen Kur- und Verkehrsvereins auszurichten. Hauptziele der Strukturanpassung sind primär die finanziellen Nutzen, direktere Entscheidungen treffen können und einen klareren Auftritt. Diese Arbeit analysiert die Theorie und nimmt erfolgreiche Beispiele in Graubünden aber auch andere alpine Regionen der Schweiz genauer unter die Lupe, mit dem Ziel dem Verkehrsverein und der Gemeinde geeignete Empfehlungen abzugeben und die Vor- und Nachteile der Anpassung aufzuzeigen. In der Analyse werden anhand von Experteninterviews und Expertenumfragen versucht, wichtige Erkenntnisse einer derartigen Strukturanpassung zu gewinnen.

Abstract: LUZERN HOTELS is the trade- and professional association of hoteliers in the city of Lucerne and the surrounding area and is therefore a part of the Swiss Hotel Association hotelleriesuisse. Revenue management has become increasingly popular in the hospitality industry over the past years. Research on the actual usage of revenue management in Switzerland is still scarce. The thesis analyses the current situation of revenue management technique use among the members of LUZERN HOTELS through a survey that has been conducted with the member hotels and through an empirical hotel price investigation. The findings of the current situation are then compared to an intended state of revenue management that has been derived from existing literature and the opinions of revenue management experts. Furthermore, recommendations on how to improve the current situation of revenue management technique application are made.

Abstract: Many Swiss hotels aim to generate more bookings over their own website, as generating bookings over OTAs (e.g. Booking.com) is connected to high commission payments. However, particularly the websites of smaller hotels often suffer from bad usability, resulting in low conversion rates. Responding to this problem, the e-marketing consulting company Tourismusconsult has launched a new project called hotelwebseiten.ch. The goal of this project is to create highly usable hotel website templates that can be sold to hoteliers for affordable prices. The first client of hotelwebseiten.ch is the Hotel Best Western Spirgarten in Zurich, whose website has been relaunched by Tourismusconsult in the beginning of 2015. This Bachelor Thesis is supporting the project by evaluating the usability of the new website of Hotel Spirgarten. Two research approaches, each other complementing, are applied: A heuristic analysis with three experts and a practical usability laboratory test involving eye tracking.

Abstract: The topic of the present Bachelor Thesis is event management and the use of event management planning tools, applied to the open-air theatre of the association Freilichtspiele Grenchen. Since 2003, the association Freilichtspiele Grenchen organises every second year an open-air theatre that is playing up to 15 times during the summer. The team organising the open-air theatre has so far planned the event without any help of professional planning tools or fixed processes. The aim of this Bachelor Thesis is therefore to analyse the way the event has been planned so far, and then to create a professional toolbox for the Freilichtspiele Grenchen, in order to optimize the whole organization of the event. The evaluation of potential planning tools is based on findings from interviews conducted with experts from the event management industry. The thesis provides recommendations on how the association can implement and use the developed tools in the best way to promote a sustainable adoption of the tools.

Abstract: The trend in worldwide tourism is aimed more and more in the direction of experience. Increasingly saturated markets and heavily modified behaviour of tourists pose new challenges for tourism businesses. With the idea of “Meet the locals”, the general aim of this Bachelor Thesis is to investigate ways to create and improve truly authentic tourist experiences in the alpine destination of Adelboden-Frutigen by connecting tourists with the local population. The so called ‹hyperlocal› tourist will be directly embedded in local activities and contexts and, therefore, enjoy a very privileged access to the prevailing sub-culture all adding up to a tourist experience unparalleled in terms of authenticity and uniqueness. This Bachelor Thesis provides recommendations how tourists can be involved in the local sub-culture to create a unique experience. Furthermore, it describes approaches how to promote such a “Meet the locals” offer.

Abstract: For a few decades, the Internet has registered a steady growth and more and more companies feature an online presence. Therefore, the majority of tourists make use of online travel agencies (OTA) instead of going to a traditional travel agency to realize their bookings. However, also the offline presence is essential and some stationary agencies are still successful. everyglobe is an online travel agency where leisure travelers can benefit from personalized, curated travel ideas and an all-in-one solution. everyglobe was founded in April 2013 and until now, is a pure online company, reachable over their website www. everyglobe.com. The aim of this Individual Bachelor Thesis is to analyze whether it is beneficial for everyglobe to build an offline presence in order to gain new customers and increase sales. This has been done by extensive literature review and in-depth interviews with experts from the tourism industry. Several forms of offline representations have been analyzed and evaluated. Finally, this thesis provides a concept of how everyglobe can implement an offline presence.

Abstract: Das auf 1818 Meter über Meer gelegene Berggasthaus Murgsee, ist in der Region Walensee, während den Sommermonaten bei Wanderern und Sportfischern ein sehr beliebtes Ausflugsziel. Da die Liegenschaft ihr touristisches Potenzial nur begrenzt ausschöpfen kann und in den nächsten Jahren Renovationsmassnahmen fällig werden, ist das Ziel dieser Bachelorarbeit, Möglichkeiten zur Neupositionierung der Liegenschaft zu erarbeiten. Zu Beginn der Arbeit wird die Ausgangssituation mittels Situationsanalyse dargelegt. Nebst einer ausführlichen Literaturrecherche, werden durch Interviews mit Experten und einer Gästebefragung, weitere Erkenntnisse gewonnen. Nach der Erarbeitung eines Unternehmensleitbildes können strategische Alternativen abgeleitet werden. Diese werden bewertet und die bestmögliche Alternative zu einer umsetzbaren Grundstrategie ausgearbeitet. Die Erkenntnisse und Einsichten dieser Arbeit, sollen dem Auftraggeber eine Entscheidungsgrundlage für spätere Neu- oder Umbaumassnahmen am Gebäude bieten.

Abstract: Emirates Airline from Dubai is one of the fastest growing airlines worldwide and already represents the biggest international carrier worldwide. The airline from the Emirate Dubai in the Middle East is one of the three fast-growing gulf carriers, which all cause a lot of reactions on the European aviation market. The question, which factors are decisive for this incommensurable success in the aviation industry, is of interest for both the executives but also the customers of the airline market. This Bachelor Thesis examines the business model of Emirates Airline in order to identify the different strengths and also weaknesses of the airline. These parameters are subsequently compared with on-going trends in the aviation industry to get a greater picture of the situation. The inferences and conclusions of these analyses are thus deviated to the European legacy carriers to investigate how Emirates Airline’s business model tangents and has an impact on European airlines.

Abstract: In order to ensure sustainable competitiveness innovation is the key for product and process developments and essential for every industry. The tourism industry and in particular the hotel industry in Switzerland faces a lot of challenges. Although, innovation often happens through accidental occurrences it does not mean that innovation is not influenceable. Therefore the bachelor thesis investigates how innovation can be specifically promoted. Successful companies rely on a conscious designed innovation process, which enables them to launch innovations. Hence, the purpose of this bachelor thesis is to determine the most important success factors for innovation and to give recommendations in order to implement an innovation process in a hotel. This requires the investigation of fundamentals, which have to be given, the different stages of the innovation process which have to be fulfilled in order to establish an innovation successfully in the market and last but not least how controlling can be handled in terms of innovation.

Abstract: The Swiss climate protection foundation myclimate finances and initiates carbon offset projects, mainly in third world countries, financed through compensation money, mainly raised from clients in first world countries. myclimate provides the opportunity and tools to support the achievement of a low-carbon society through offsetting one’s own carbon emissions. The focus of those carbon offset projects is set on the direct benefit of eliminating and minimizing carbon emissions in adopted projects at places where it is most efficient. However, recent studies have shown that benefits such as environmental and social outcomes are also delivered through the implementation of carbon offset projects. Those so called co-benefits such as health improvements, creation of job opportunities, better qualitiy of life as well as enabling of education are concrete and comprehensible outputs compared to the impalpable greenhouse gases in the atmosphere.

Abstract: The mountain railway companies operate in a fast changing environment. Decreasing skier days, changes in customer behaviour and the economic situation affect the revenue of the company. Several adaptions, due to changing customer behaviour over the years, lead to a complex and confusing lift ticket structure. Furthermore, nearly all customers of a mountain railway company are anonym. A huge marketing potential is left unexploited. This Bachelor Thesis analyses a new lift ticket structure for Savognin Bergbahnen AG. An algorithm for an optimal non-linear price structure is recommended. Reduction of the complex and confusing ticket structure and enhancing customer loyalty, are the main characteristics. The new structure gives the opportunity to introduce new marketing tools, using internet and other new communication channels. It allows dynamic price adaptions, according to seasonal and weather conditions. With a realistic simulation, the opportunities and threats of the new structure, which can occur, are estimated.

Abstract: Social media is a rapidly emerging phenomena that carries with it enormous disruptive potential. The tourism and hospitality sector, particularly impacted by new online based business models, is increasingly reliant on these new forms of participative communication. This paper assesses the impact and potential of social media using the boutique hotel Krafft Basel by means of a single case analysis. A theoretical guideline for developing a social media strategy is outlined and implemented for the Krafft Basel. The hotel will be analysed in detail in order to identify its social media goal. Building on this, opportunities for social media are presented and proven concepts out of cross-industries applied and adapted accordingly. Thereby, it can be shown how true customer engagement, central to any social media strategy, can be realised in practice with given resources.

Abstract: Singapore Airlines has a well-known customer loyalty program, which is called KrisFlyer Program. Due to the fact that the competition between the Frequent Flyer Programs is very high, it is necessary to be recognized by the passengers. Therefore it is vital to create a loyalty program, which not only has very good benefits for the customers, but also keep them loyal over a long period of time. This Bachelor Thesis identifies the gaps within the KrisFlyer program, which have potential for improvements. Furthermore there are recommendations as well as ideas of how KrisFlyer could change their loyalty program. It has the goal to create increased customer loyalty as well as increased company value at the end. The value chain of the loyalty program of Singapore Airlines has been evaluated and analysed. For doing so, literature as well as the conducted survey at Zurich airport has given a good basis for the assessment.

Abstract: Inhalt dieser Arbeit ist der Schutz und Nutzen von Natur. Dieser mögliche Konflikt wird deutlich, wenn es um die Implementierung von touristischen Angeboten in Naturschutzgebieten geht. Mit Hilfe von Experteninterviews wurde ein Vergleich von erfolgreichen Angeboten diverser UNESCO-Weltnaturerben – unter anderem Jungfrau-Aletsch – vorgenommen. Dies mit dem Ziel, Erfolgsfaktoren für nachhaltige touristische Welterbe-Angebote zu definieren. Diese Erfolgsfaktoren sollen der Tektonikarena dazu dienen, geplante Angebote auf ihre langfristige, erfolgreiche Umsetzbarkeit zu überprüfen, schon etablierte Projekte zu analysieren und durch ein attraktives Angebot mehr Touristen für das Welterbegebiet zu begeistern, ohne dass die Einzigartigkeit der Gegend beeinträchtigt wird.

Abstract: IRONMAN 70.3 is a global triathlon series where the athletes have to complete half the distance of IRONMAN race. Namely, the following distances swim 1.9km, bike 90.1km and run 21.1km. IRONMAN 70.3 Switzerland takes place in Rapperswil-Jona, SG since its inaugural execution in 2007. The thesis should evaluate if IRONMAN 70.3 Switzerland could be transferred to another destination. The focus of the paper is therefore on the establishment of a catalogue of criteria, which a destination has to fulfil to host a major triathlon event. This catalogue of criteria covers all issues important to organise an IRONMAN 70.3 and is based amongst others on the analysis of an athlete’s survey. Within the paper, the catalogue of criteria applies for chosen destinations to identify their suitability. Furthermore, it should support the company in the evaluation process of finding other possible race destination.

Abstract: The authorities of the Swiss mountain community San Bernardino are concerned with finding an investor to finance the re-opening of the ski area Confin, which has been closed since the season 2012/13. Finding investors who are willing to take the increasing risks of major investments into a classic alpine business model when most paramenters describing this system, for example snow reliability and consumer demand, have changed, proofed to be difficult. A previous study tested community ownership and particular the crowdfunding potential as an alternative investment approach. This study argues that a sole re-opening of the ski area is insufficient to overcome the current situation and elaborates the potential of using the crisis as a chance for a transition towards a competitive long-term sustainable destination development. The results of a survey among San Bernardinos’ local residents, second-home owners’ and business owners’ provide further insights to develop recommendations for the transition towards a more diversified and collaborative “blue” economy, which is less depended on winter tourism and more adaptive to future changes in climate and market conditions.

Abstract: Das Heididorf in Maienfeld ist ein Ort und zugleich touristischer Anziehungspunkt, an dem Besucher die weltberühmte literarische Figur von Johanna Spyri und ihre Welt, «Heidi’s Welt» - die Schweizer Bergwelt um 1880 – erleben können. Ziel des Heididorfs ist es, den Besuchern auf eine attraktive Art diese Welt zu zeigen und so positive Erlebnisse zu gestalten. Angesicht der steigenden Relevanz von Technologien und deren Einsatz zur Erlebnisbereicherung, vor allem auch im musealen Umfeld, ist es verständlich, dass das Heididorf sich diese Entwicklung zu Nutzen machen möchte. Diese Bachelorthesis zeigt anhand von Beispielen auf, wie geeignete Technologieanwendungen das Erlebnis in ausgewählten Attraktionen des Heididorfs unterstützen, formen und bereichern können. Die Erarbeitung der Beispiele erfolgt basierend auf Einblicken in das touristische / museale Erlebnis und der Rolle von Technologien sowie einer vorläufigen Analyse des Heididorfs und davon abgeleiteten Zielsetzungen, in Kombination mit den in musealen Attraktionen am häufigsten eingesetzten Anwendungen.

Abstract: In the last 10 years the ski destination in Switzerland suffered from declining snow sport participants. Therefore the association of cable car companies Eastern Switzerland (OSVS) implemented an initiative called “Snow Sports Week Eastern Switzerland”, with the objective to counteract this development. During the ten years of successful implementation, several problems occurred: Such as an overstressed ski area due to lack of capacities and the missing relation to winter and snow of schoolteachers. The latter will be conducted in this thesis in order create an attractive product for teachers and accompanying persons aiming to initiate further studies and researches. Firstly an extensive literature review will be executed. This gives an overview and crucial information for the analysis, which incorporates two components: Expert interviews and a questionnaire among schoolteacher, who already participated at the “Snow Sports Week”. More precisely, expert interviews deliver the framework to develop this questionnaire, whereas the questionnaire provides the assessment of needs of schoolteachers.

Abstract: Die Zufriedenheit der Gäste eines Casinos hängt wesentlich von der Leistungsbereitschaft, den fachlichen Fähigkeiten und der Sozialkompetenz des Personals ab. Für die Casino Bad Ragaz AG untersucht die Bachelor Thesis, wie Führung und Organisation die Zufriedenheit der Mitarbeitenden sowie deren Leistungsbereitschaft und Loyalität beeinflussen. Die Basis der Thesis bilden die Ergebnisse des Casinos Bad Ragaz aus der Umfrage des Swiss Arbeitgeber Awards 2014. Diese Daten wurden durch Interviews mit Mitarbeitenden und ein Survey mit anonymen Fragebogen ergänzt. Auf der Grundlage der Theorien aus der Literatur-Recherche wurden die Forschungsresultate in zwei Dimensionen interpretiert. Zum einen wurde analysiert, welchen Einfluss die seit dem Swiss Arbeitgeber Awards 2014 eingeführten Änderungen auf das Arbeitsklima haben. Zum andern sind Massnahmen beschrieben worden, die zu einer weiteren Optimierung des Führungsverhaltens und der Organisationsstruktur und damit der Leistungsbereitschaft und Loyalität der Mitarbeitenden führen.

Abstract: Bereits seit Jahren nutzen verschiedene regionale und lokale Tourismusorganisationen den Profisport als Plattform für die Erreichung ihrer Kommunikationsziele. Seit 2014 besteht auch zwischen Graubünden Ferien und dem Hamburger Sportverein eine solche Sponsoringpartnerschaft. Das übergeordnete Ziel dieser Kooperation ist es, den Bekanntheitsgrad der Marke Graubünden in Deutschland zu erhöhen und neue Gäste zu akquirieren. In dieser Bachelorthesis werden ähnliche Partnerschaften zwischen einer Destination und einem Fussballverein durch verschiedene Kriterien miteinander verglichen. Ausserdem wird die Kooperation von GRF und dem HSV anhand der Sponsoringtheorie betrachtet und bewertet. Das Ziel ist es schliesslich, Graubünden Ferien Empfehlungen für die Weiterentwicklung der Sponsoringmassnahmen zu geben und aufzuzeigen, welche Aspekte in der Kooperation verbessert werden können, um die optimalste positive Wirkung für das Unternehmen zu erzielen.

Abstract: Foxtrail is a paper chase, which can be played in teams on different trails in nine Swiss cities or regions. This product of the company Swisscovery GmbH is very dependent on word of mouth. Although, there is already some word of mouth about Foxtrail in circulation, the company does not have an existing referral marketing strategy. That situation is the aim of this thesis: To work out a suitable referral marketing strategy for Foxtrail. Based on referral marketing advices and guidelines, the current way of promoting Foxtrail has been analysed. Out of this, a suitable referral marketing strategy with several recommendations for campaigns has been worked out. Best practice examples are included, to show real ways of successful word of mouth marketing campaigns. In addition, a survey gives information about the referral marketing behaviour of people. All given recommendations are based on the theoretical framework and also on the outcomes of the practice examples and the survey.

Abstract: CongressEvents St.Gallen is a business unit of Genossenschaft Olma Messen St.Gallen. As a congress centre the department is responsible for the successful organisation of approximately 100 events a year such as congresses, banquets, concerts and cultural events. Besides the expertise and creativity of the personnel, they have an extensive network of reliable service partners, who can be called upon to assist with customer requests. Furthermore, the venue, located centrally, is furnished with modern and convertible facilities enabling parking spaces for up to 1000 vehicles. This Bachelor Thesis defines a promotion concept for the regional commercialisation of CongressEvents St.Gallen including a compilation of marketing measures to raise the level of awareness of the fairground in the companies. Within the analysis of the initial situation, a survey with companies was undertaken to identify the person accountable for organising events within the company.

Abstract: Der Verein Chur Tourismus ist eine regionale Tourismusorganisation (ReTO) für die Stadt Chur sowie die angrenzenden Gemeinde. Dabei ist Chur Tourismus verantwortlich für die Vermarktung, die Tourismusentwicklung sowie die Information am Gast. Bei als Verein organisierten, nicht rein kommunalen Tourismusorganisationen spielt das Mitgliederwesen eine entscheidende Rolle. Die Mitglieder gewährleisten nicht nur eine starke Verankerung innerhalb der Destination, sondern bilden mit ihren Beiträgen ebenso eine wichtige, privatwirtschaftliche Einnahmequelle. Diese Bachelorthesis enthält fünf Hauptvorschläge für Weiterentwicklungs- und Optimierungsmöglichkeiten im Mitgliederwesen bei Chur Tourismus sowie weitere Denkanstösse für die Zukunft. Die Arbeit basiert dabei auf einer vertieften Literaturrecherche in den Themengebieten Mitgliederwesen und Destination Management, einer Ist-Analyse bei Chur Tourismus inklusive einer Mitgliederumfrage sowie einer mittels Interviews durchgeführten Mitbewerberanalyse.

Abstract: Within their future business strategy, Appenzellerland Tourismus AR would like to clarify the implementation of the business segment health tourism. Therefore, the tourism organisation would like to know what opportunities and challenges are related to this business segment and how feasible its implementation in the canton of Appenzell Ausserrhoden would be. This bachelor thesis analyses the current supply and demand structure of the tourism in Appenzell Ausserrhoden with a focus on health tourism. Based on the results of this analysis, two possible strategic business segments with health tourism offers are presented and the role of the tourism organisation Appenzell Ausserrhoden within these business segments is explained. Furthermore, the thesis provides recommendations whether the implementation of health tourism as a business segment in Appenzell Ausserrhoden is feasible or not and what opportunities and challenges are related to this implementation. These recommendations are based on the knowledge gained from the interviews conducted with several experts of the health tourism sector.

Abstract: Ein touristischer Dienstleister und die damit verbundenen Arbeitsstellen sind abhängig von ihren Gästen. Ein hohes Niveau von Gastfreundschaft ist somit ein entscheidender Erfolgsfaktor. Jedoch haben Gastgeber ein unterschiedliches Verständnis davon: Die einen setzen Gastfreundschaft gleich mit Qualität und Nutzen der Dienstleistung, bei anderen liegt der Fokus auf der Qualität der Beziehung zum Gast. In der Thesis werden erstens dienstleistungs- sowie beziehungsorientierte Kriterien der Gastfreundschaft erarbeitet. Zweitens wird analysiert, welches Verständnis von Gastfreundschaft erfolgreiche Betriebe in Tourismus und Hotellerie haben und in welchem Mass und in welcher Ausgestaltung sich die definierten Kriterien darin finden lassen. Die Erkenntnisse aus dieser Analyse dienen als Grundlage für abschliessende Empfehlungen an touristische Dienstleister in Bezug auf Anstellung und Ausbildung von Personal.

Abstract: Im Verkehrshaus der Schweiz eröffnete im April 2015 die erste Indoor-Skisprungschanze der Welt. In das Projekt ist auch die Firma Schanzen Einsiedeln involviert. Das Unternehmen will mit dieser Attraktion mehr Nachwuchs fürs Skispringen begeistern. Bei den Schanzen in Einsiedeln entsteht deshalb zusätzlich ein Freizeitpark, welcher als attraktives Ergänzungs-Erlebnis dienen soll. Diese Bachelor Thesis entwickelt Empfehlungen bezüglich einer zielgruppenorientieren Storyline, Besuchereinbindung und Angebotsgestaltung im neu entstehenden Freizeitpark. Anhand von Experteninterviews aus Bereichen der Tourismus- und Inszenierungsbranche konnten Erkenntnisse über die Raumgestaltungen in Freizeitanlagen gewonnen werden. Ein Benchmark Vergleich diente zusätzlich als Best Practice Beispiel, woraus wertvolle Erkenntnisse zur Beantwortung der Forschungsfragen zusammenkamen.

Abstract: St. Moritz, well known destination and origin of winter tourism will be host of the 2017 FIS Alpine World Ski Championships. Back in 2003 the destination was already hosting the alpine championships taking place every second year. To guarantee a successful event, the help of volunteers is vital. Without the support of volunteers an event in such dimensions would not be feasible. Not only is the economic burden too great but also a lack of acceptance in society could occur. However, to generate sufficient number of volunteers is essential for the success of such an event. Therefore it is this assignments aim to analyse relevant literature and the current volunteer situation in St. Moritz. Furthermore, its aim is to identify success factors and provide approaches and recommendation to the volunteer organisation Voluntari Engiadina how to attract, recruit and tie sufficient number of volunteers. With the help of a survey during the Ladies FIS World Cup in January 2015 and an expert interview with a volunteer manager to corroborate its results, the actual situation in St. Moritz is analysed and compared with the recommendations from literature.

Abstract: Luxury Travel Switzerland is a young organization that has been founded in March 2014. It offers round trips through Switzerland in the high prize segment. The tours are very luxurious and only the very best offers of hotels and attractions have been selected in order to please the demanding guests. The website is informing about the tours and the company itself but the way how it does it, can be improved according to several experts. This Bachelor Thesis is aiming to optimize the usability and the user experience on the website in order to make it ready for possible buyers. Therefore this thesis is providing measurements that will increase the possibility of requests about the tours. The website is analysed with the help of experts in the field of usability and user experience and luxury consumers. Furthermore the literature in these fields is compared to the website and additionally a mixture of smart and best practice analysis is done in order to come up with the best measurements possible.

Abstract: Seit dem Jahr 2003 unterstützt Coca-Cola durch sein Sponsoring-Engagement den Junioren Breitenfussball der Schweiz, nämlich die Coca-Cola Junior League (CCJL). Coca Cola wird in der Regel als Sponsor von globalen Grossveranstaltungen wie dem FIFA Weltcup oder den Olympischen Spielen wahrgenommen. Die Unternehmung engagiert sich jedoch auch im Breiten-/Jugendsport, so eben wie erwähnt im Rahmen der CCJL. Für das seit Jahren bestehende Sponsoring wird in dieser Arbeit die Partnerschaft des Schweizerischen Fussballverbandes SFV mit Coca-Cola im Rahmen der CCJL analysiert, indem die Beweggründe von Coca-Cola für ein solches Engagement herausgefiltert werden. Um die Partnerschaft so weit wie möglich auszufeilen und Optimierungen zu generieren, sind Sponsoring-ähnliche Partnerschaften verglichen worden und Ideen, Verbesserungsmöglichkeiten und Umsetzungsmassnahmen entwickelt worden. Alle Erkenntnisse der Resultate sind ein Produkt der durchgeführten Experteninterviews, des Benchmark-Vergleichs und eines Interviews. Die analysierten Erkenntnisse sind ausgearbeitet worden und dienten der Entwicklung von Ideen, Verbesserungs-vorschlägen und Umsetzungsmassnahmen für die Partnerschaft SFV und Coca-Cola im Rahmen der CCJL.

Abstract: Albania is still an unknown spot in Europe. Nevertheless, its tourism is growing every year. Even though Albania has a lot to offer, it is still not a typical vacation destination Swiss tourists choose to travel to. Due to historic happenings in the Balkan, there is a high number of Albanians mostly from Kosovo living today in Switzerland. The cultural differences often lead to misunderstandings and create certain images. This Bachelor Thesis aims to explore the relation between the image Swiss people have of Albania and the Albanian community in Switzerland to understand if these two images influence the tourism in Albania. A mixed method approach has been selected to collect quantitative and qualitative information. With a survey, data about the image of Albania and Albanians has been collected. Further, the results of the survey have been discussed in an interview with two experts. Finally, recommendations towards how to attract Swiss people to Albania have been given.

Abstract: Himmel auf Erden – Christmas Show & Hospitality; das verspricht das neue Logo der im Jahr 2014 wiederbelebten Show auf der offenen Rennbahn in Zürich Oerlikon. Die ambitiöse Vision des Veranstalters: Himmel auf Erden als grösste Schweizer Weihnachtsshow und ebenso als wichtigste Plattform der Schweiz für Weihnachtsessen am Markt zu etablieren. Doch wie kann ein solch hoch gestecktes Ziel in einem derart konkurrenzstarken Umfeld erreicht werden? Davon ausgehend, dass die Erreichung dieses Ziels an erster Stelle einen sehr ansprechenden Showinhalt voraussetzt, wird in dieser Bachelorthesis mittels einer Umfrage eine Bedarfs- und Erwartungsanalyse der Besucher durchgeführt. Anschliessend wird die Analyse der Umfrageergebnisse durch Experteninterviews vertieft. Aufgrund der Resultate werden dem Veranstalter Empfehlungen für ein gewinnendes inhaltliches Eventkonzept für die Weihnachtsshow «Himmel auf Erden» gegeben.

Abstract: In der letzten Zeit hört man immer wieder vom boomenden Kreuzfahrtmarkt. Nicht nur international gesehen, sondern auch in der Schweiz. Diese Bachelorarbeit befasst sich mit der Entwicklung und der aktuellen Marktsituation des Schweizer Kreuzfahrtmarkts, den entsprechenden Kundensegmenten und den aktuellen Buchungstrends. Anhand einer Umfrage an der Ferienmesse Zürich wurden die Bedürfnisse und Erwartungen der Schweizer gegenüber Kreuzfahrten ermittelt. Weiter konnte dank einigen Inputs aus dem Markt und einer detaillierten Literaturrecherche eine Markt- und Trendanalyse erstellt werden. Diese Analysen zeigen auf, dass der Kreuzfahrtmarkt heute rund 150 000 Schweizer Kreuzfahrtkunden umfasst und in den letzten Jahren stärker gewachsen ist als andere Tourismussegmente. Man geht weiterhin von einem stabilen Wachstum aus und der Trend «Destination Schiff» nimmt weiter zu. Dadurch dass die Kreuzfahrtschiffe heute unzählige Möglichkeiten an Bord sowie ein grosses Angebot an unterschiedlichen Routen anbieten, können sie eine breite Masse an Kunden ansprechen. So gibt es mittlerweile für fast jedes Kundensegment die passende Kreuzfahrt.

Abstract: Conducting charitable work as a form of tourism has become increasingly popular with many people wishing to do ‘good deeds’ while on holiday. This flourishing travel trend is termed voluntourism and considered to be one of the fastest growing travel trends in the world. However, the industry has become highly controversial and subject to rising criticism. This Bachelor Thesis aims to contribute to the current discussion about voluntourism and puts particular focus on ethical considerations, determinants for responsibility and projects with children. The latter is more closely examined with a practical case comparison of children projects in South Africa and Cambodia. The findings combined ultimately support the development of specific recommendations to facilitate tour operators the purchase of responsible voluntourism products.

Abstract: The SBB is the biggest provider of public transportation respectively railway service in Switzerland. They can be considered to have some sort of monopoly position, yet they run advertising campaign. Some of them promote a specific product or offer whereas others focus on the SBB as a company and its image. What are the differences between these two types of campaigns? What are reasons to run them? Do they have any impact on the customers’ behaviour or are they redundant due to the SBB’s monopoly position? This Bachelor Thesis analyses the two different approaches of product – and image – advertising by looking at specific aspects of each type and comparing those findings. This is done by considering the theoretical background and the implementation of both types, including the supplier’s as well as the customers’ point of view, which is asked through an online questionnaire. It provides insight in different aspects of advertising, branding and reception of advertising applied to the case of SBB.