Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: Hirslanden has 16 hospitals in Switzerland and is well known for its first class customer-oriented quality. Hirslanden International, an own department within Hirslanden, focuses on the administrative work of international patients; whereby currently agreements with agents and insurances mainly exist in Russia and the Arabic countries. Hirslanden International’s aim is to find a politically and economically stable country for new arrangements. Medical tourism in England is growing, driven by the incredible waiting list for medical treatments. This but also factors like financial resources of the middle class, entry requirements for patients in Switzerland, as well as mentioned above, the political and economical situation in England, might make England a potential market for Hirslanden International. Therefore, this bachelor thesis provides an analysis of the English market based on medical tourism and shows if there is potential for Hirslanden International.

Abstract: Diese Arbeit hat den Anspruch das Potential des Künstlers Lebensgeschichte und Kunst herauszufinden und ein neues Produkt für den Naturpark Ela zu entwickeln. Der Künstler Giovanni Segantini lebte und malte in den Schweizer Bergen. Besonders lange und prägend war der Aufenthalt in Savognin. Acht Jahre wohnte er mit seiner Familie, Byce Bugatti und seinen vier Kindern, in dem Bündner Dorf. Dort malte er das einfache Bauernleben, die Menschen als Teil der Natur, Berglandschaften und Bilder welche die Mutter-Kind Beziehung thematisieren. In dieser Zeit entwickelte er auch einen speziellen Malstil. Nach Literaturrecherche zu seinem Leben und seiner Kunst, einer Angebotsanalyse zu bereits vorhandenen Angeboten, Begehungen vorhandener Angebote, neun Experteninterviews und einer Umfrage mittels Fragebogen im Segantini Museum (St. Moritz), wobei 59 Fragebogen retourniert wurden, konnte ein neues Produkt entwickelt werden. Das Produkt welches entwickelt wurde, gestaltet sich hauptsächlich als Rundwanderung durch Savognin. Diese führt zu 10 ausgemachten Standorten von wo aus Segantini gesamthaft 40 Bilder gemalt hat.

Abstract: The tourism destination Flims is in a constant process of development and improvement. One of the latest projects for this development is the ‘Prau La Selva Familienparadies’, which includes the remodelling of an existing sport centre in Flims into a modern sport and leisure centre with indoor and outdoor product offers for the whole family. For the realization of the project, the project managers need the majority approval by the population of Flims. This Bachelor Thesis analyzes the overall attitude towards the project and the response to the offered products. Furthermore it provides with information about the potential target groups and the utilization of the facility. Additionally it helps to evaluate the contribution of the Familienparadies to the development of Flims. The information for this analysis is gained through secondary data collection in the form of desk research and primary data collection in the form of online surveys and e-mail interviews. The results of the research should show, if the Familienparadies is accepted by the potential customers and if it can improve the existing product mix of the destination. The Bachelor Thesis is divided into introduction, theory, methodology, evaluation and conclusion.

Abstract: With the rise of social media and the acceptance of social media as a marketing tool, this thesis strives to discover what makes an effective social media strategy for event promotion, more specifically for music-event promotion in Switzerland. This study aims to discover what the industry defines as an effective strategy, how to measure the success of a strategy and how to build an important following on social media channels. Good News Productions AG is the Swiss leader in the concert and live-entertainment industry. They produce over 100 shows a year and strive to be innovative in order to stay not only present, but also the leader in the Swiss industry. Through extensive research and qualitative research in the form of expert interviews, a twopart strategy is deduced and recommendations are made to the company.

Abstract: Zürioberland Tourism is the tourism organisation of the region Zurich Oberland, implementing part of the responsibilities imposed by the state’s new regional policy aiming to stabilise the economy of rural areas. With the help of this bachelor thesis, the company aims to find out if the subject of “places of power” should be used for a new campaign and if so, in what manner the subject should be addressed in order to attract as many visitors as possible. Besides analysing the term “place of power” and different perceptions about it this bachelor thesis is providing recommendations about the handling of the term. The recommendations are based on inputs from expert interviews and include specific product suggestions.

Abstract: Die Textilindustrie stellte seit dem Mittelalter den wichtigsten Wirtschaftssektor der Ostschweiz dar und noch heute existieren Stickereibetriebe in der Region. Aufgrund dieser Bedeutsamkeit wird in der Arbeit evaluiert, wie die touristische Nutzung dieses Erbes vorangetrieben werden kann. Dazu wird eine Matrix der Strategieoptionen erstellt. Ebenfalls wird ein Vergleich mit der «Stadtlandschaft Uhrenindustrie» in La Chaux-de-Fonds / Le Locle durchgeführt, um Entwicklungspotenzial zu entdecken. Im Zentrum der Arbeit steht die Abklärung, ob eine Aufnahme in die Liste des Weltkulturerbes oder in eine Liste des immateriellen Kulturerbes der UNESCO möglich ist und ob daraus ein touristischer Nutzen resultieren kann. Es wird konkludiert, ob eine entsprechende Einschreibung in die Wege geleitet werden soll oder ob eine andere Option geeigneter ist. Neben ausgiebiger Literatur¬recherche gründet die Analyse auf qualitativen Interviews, aus welchen schliesslich Empfehlungen für St.Gallen-Bodensee Tourismus abgeleitet werden.

Abstract: Das Hauptziel dieser Arbeit ist, herauszufinden, welches Kulturangebot in der Region Sempachersee ein mögliches touristisches Potenzial darstellen könnte. Sempachersee möchte mit seinem Kulturangebot seine Attraktivität und die Wertschöpfung der gesamten Region erhöhen. Im Rahmen dieser Arbeit werden vorhandene Produkte und Angebote untersucht und es werden Umfragen mit Tagestouristen, Logiergästen und den Anwohnern gemacht, um herauszufinden, welche Angebote überhaupt bekannt und beliebt in der Region sind. Zusätzlich werden Tipps von Experten eingeholt, wie die Attraktivität erhöht werden kann. Anhand der Analyse können mögliche Potenziale herausgefunden werden. Es werden einige Vorschläge und Empfehlungen zur Verbesserung oder Erweiterung der Kulturangebote gemacht.

Abstract: Rwanda 2015: Contemporary Rwanda is considered as the rising star of Africa. The Rwandan success story is exemplary considering the fact that 21 years ago, 800’000 Rwandan Tutsis and moderate Hutus were slaughtered in one of the most brutal genocides the world had to witness. This Bachelor Thesis aims to theoretically establish a ‘Rwanda Tour’ that focuses on the Rwandan reconciliation process after the genocide in 1994. The tour is based on the idea of cooperative travel-gatherings. Besides the discussion of the function and form of travel-gatherings, criteria of cooperation will be analysed. Furthermore, travel-gatherings in the context of Rwanda will be illustrated as well as those Rwandan organizations that agreed to cooperation. Lastly, interviews with potential travellers were carried out in order to define possible challenges and pitfalls the tour could face.

Abstract: The Whitestyle Open is a freestyle competition for freeskiers and snowboarders, established by a group of friends in 2006 and is now a set date in the event agenda of Mürren in the Bernese Oberland. The event program offers on the one hand the big air contest as the heart of the event and on the other hand ski and snowboard test days as well as an after party. The event grew tremendously over the past few years and gained importance by becoming a member of the Swiss Freeski Tour and the Audi Snowboard Series. However the potential of the organizing committee is still not fully exploited due to the fact that they do not have any internal structures. Therefore this thesis provides recommendations to firstly optimize the internal structure by implementing the developed organizational tools and secondly to improve the stakeholder management with given resources by applying the developed strategies. The recommendations derive from a theoretical framework on the one hand, which is based on existing literature of the three topics, business process optimization, event planning and lastly stakeholder management. On the other hand interviews with experts of the event industry were conducted.

Abstract: As low cost carriers gain on market share, traditional airlines have to be innovative for staying competitive. The goal of the thesis is to propose a concept, combining empty seats with low prices in order to increase revenue and utility of passenger capacity. The question is whether a market for standby travel exists and whether a concept of standby-offers for everyone is suitable for an airline such as SWISS. Therefore advantages and disadvantages of the concepts shall be discussed for evaluating if such a concept can be realised. A survey is conducted to evaluate if a market for standby offers exists. With expert interviews the managerial part of such a concept will be outlined. The suggestion of the concept is based on revenue management, the Ps of the marketing mix, and influenced by the outcomes of the interviews and survey.

Abstract: Air travel passenger do have many decisions to take, when making a flight reservation. While taking these decisions passengers gain experience which they use for future decisions they make. In June 2015 Swiss International Air Lines have implemented a new pricing policy. Unbundled offers, give the economy class passengers now the possibility to chose between three different ticket fares with different supplementary services included. This change has lead to changes for the passenger. They cannot rely on previous experiences they have made with Swiss International Air Lines anymore. Passengers making a reservation for a flight with Swiss International Air Lines, have to pay more attention on what they book, because the cheapest flight might not be the best solution for a person›s needs. This Bachelor Thesis analyzes how passengers will react on the change within the pricing policy of Swiss International Air Lines. The awareness of passengers towards the flexible pricing is described, as well as the willingness of passengers to pay extra for supplementary services. The literature review is complemented with a survey which was conducted at Zurich Airport in May 2015. Finally two potential ways how passengers could react are outlined.

Abstract: Zurich Insurance is one of the biggest insurers in Switzerland and a sponsor of many cultural events such as the Zurich Opera House, Lucerne Festival and others. In the sports industry, Zurich is the main sponsor of the Swiss national ice hockey team, supporter of the Swiss ice hockey cup and supporter of the mountain bike Scott-Odlo Racing Team. This bachelor thesis analyses the impact of their sponsoring agreements in context of social media and provides recommendations for further social media strategies. Furthermore, it describes the status quo of the social media appearance of Zurich Insurance in comparison to other Swiss insurers and large companies. The findings are based on the social media data received from Zurich Insurance and recommendations are made on the basis of the analysis of different studies concerning social media.

Abstract: In times where companies face an increasingly competitive environment, it is crucial to reach the desired final customer as fast and efficient as possible. As an important player in the Swiss music and event industry, the Good News Productions AG sees itself confronted with this challenge. Therefore, appropriate and customized communication channels need to be developed and steadily adapted to new information and communication trends. This Bachelor thesis highlights the steps needed to develop an efficient communication concept. It particularly outlines the relevance of target groups, explains the communication goals, the creation of a message, the choice of media as well as the measurement of the advertising effect. Besides the literature review, qualitative in depth-interviews with two experts were conducted. In addition, the online survey with visitors of the festival Rock The Ring 2014 enabled the company to obtain a better picture of this specific target group. Finally, recommendations regarding the improvement of the companies’ information and communication channels were made.

Abstract: Die SuisseEMEX ist die führende Schweizer Event- und Marketing Expo, welche sich dieses Jahr unter dem Motto «Marketing spüren – LiveCom erleben – Online begreifen» präsentiert. Für die Halle 6, welche der Live Communication Branche zur Verfügung steht wurde ein neues Konzept erarbeitet. Diese Bachelor Thesis befasst sich mit der Analyse und Weiterentwicklung dieses Konzeptes. Im theoretischen Bezugsrahmen werden die Live Communication Branche und besonders die Messen und Ausstellungen im Detail beschrieben. Ein Hauptbestandteil der Thesis sind quantitative Befragungen. Diese werden durchgeführt um herauszufinden, ob das neue Live Communication Konzept erfolgsversprechend ist, ob die Angebote positiv aufgenommen werden und welches die Anforderungen der Branche sind. Dabei werden Unternehmungen die schon an der Messe ausgestellt haben, solche die noch nie Aussteller waren und ehemalige Besucher befragt. Zusätzlich werden Interviews mit Experten der Branche durchgeführt um ihre Präferenzen zu eruieren. Abschliessend werden Empfehlungen abgegeben, wie das Live Communication Konzept verbessert werden kann.

Abstract: Lobbying wird häufig mit heimlichen Machenschaften in einem Hinterzimmer des Bundeshauses assoziiert. Doch wie findet Lobbying wirklich statt und wer vertritt die Interessen des Tourismus in Bern? Diese Bachelorarbeit befasst sich mit diesen und weiteren Fragen im Bereich der Tourismuspolitik. Die Forschung hat sich bisher wenig mit dem Stand der Interessenvertretung des Tourismus in der Schweiz befasst. Im Rahmen der Themen Zweitwohnungsinitiative und Lobbyingevents wird «Lobbying im Tourismus» anhand von aktuellen Beispielen aufgezeigt. Im Rahmen der 16 qualitativen Interviews mit Lobbyisten, Politikern und Vertretern der Verwaltung wird die aktuelle Situation von Tourismus in der Politik analysiert. Diese umfassende Betrachtung aus den verschiedenen Perspektiven der politischen Arbeit im Tourismus lässt nicht nur Schlussfolgerungen zu sondern liefert auch konkrete Ansätze für mögliche Massnahmen.

Abstract: Nur wenigen ist bekannt, dass tpc nicht nur im Broadcast- sondern auch im Eventgeschäft tätig ist. Besonders die Fernsehstudios eignen sich optimal als einzigartige Event-Location. Da das grösste Studio in absehbarer Zeit aber nicht mehr für Events genutzt werden kann, ist tpc gezwungen Massnahmen zu ergreifen, um dem Wegfall des Studios und den damit verbundenen Einbussen im Eventgeschäft entgegen zu wirken. In dieser Arbeit wird das Unternehmen tpc und der Zürcher Eventmarkt analysiert. Die hierfür verwendeten Daten stammen aus einer fundierten Literaturanalyse sowie aus vier Experteninterviews. Das Ziel der Analyse ist es, Möglichkeiten zu finden, wie tpc das Event-Portfolio anpassen könnte, um auch nach der Schliessung des Studio 1 erfolgreich am Eventmarkt operieren zu können. Resultierend aus den in der Analyse gewonnen Erkenntnissen, werden anschliessend Empfehlungen an tpc abgegeben.

Abstract: In times where companies face an increasingly competitive environment, it is crucial for the company’s long term success to bind customers to the brand. As Edelweiss Air position itself as a differentiator in the higher priced segment it is essential to have a profound understand of customers’ needs and wants. Thus, this bachelor thesis wants to find out factors that are important to passengers flying with the carrier. For this, a survey was formed on the basis of loyalty factors established by scientific papers as well as in close cooperation with the company. Besides the general loyalty factors, a special focus was places on a potential customer club. Because the company is not an affiliate of a loyalty program it has to find other ways to bind customers. Hence, on part of the questionnaire was dedicated to a potential customer club. The poll is analysed through mean values, standard deviations, and statistical significances. Based on these findings a discussion is provided followed by recommendations.

Abstract: The Arosa Bergbahnen AG is one of the main service providers in the Association of International Snow Sports Events Arosa, which executes several snow sport competitions, during the winter seasons. To conduct these events, the participation of volunteers is vital. However, nowadays, it is an issue for the association to recruit enough volunteers. This Bachelor Thesis provides recommendations to improve the actual framework of the volunteer work and how to create incentives to increase the participation of volunteers. Furthermore, it describes approaches to create a long-term relationship with the volunteers. The current volunteer management of the winter sports events in Arosa is assessed and analysed. The assessment is based on the gained knowledge from the interviews conducted with volunteer managers from other sports event organisations. Furthermore, crucial inputs, which are deduced from these interviews, are implemented in the recommendations.

Abstract: Mountain biking is one of the most popular recreational activities. Its popularity is estimated to continue to grow, inter alia the segments of freeride and downhill mountain biking, which are mainly practiced in bike parks. The bike park on the Brambrüesch mountain (Alpenbikepark), located in the city of Chur, has potential for further development. Since the bike park was opened in 2009, transportation revenues of mountain bikers have been growing constantly. Hence, the association strives to develop the bike park further on and to provide (even) more attractive mountain biking offers and installations in Chur to its riders and potential mountain bike visitors. The aim of this paper is firstly to investigate the must-have criteria of a state of the art bike park. Secondly, new product ideas will be generated which have the potential to make the Alpenbikepark standing out in the market of bike parks. A rough action plan should suggest upon the development of concrete ideas. One specific idea will put into an applicable concept.

Abstract: RAUSCH is the producer of Swiss herbal hair and body care products available in pharmacies and drugstores. RAUSCH aims to enhance its brand awareness in its core and export markets. Entering the hotel market with RAUSCH’s herbal cosmetics would serve this purpose. However, the hotel amenities market is distinct from the pharmacy market and trends as well as competitors need to be analysed. A survey with 45 hotel participants was conducted. This Bachelor thesis identifies decision makers in relation to guest amenities, factors determining the decision making, product satisfaction and hotels’ willingness to change their amenity suppliers. Moreover, leading amenity suppliers are introduced. The aim of this thesis is to assist RAUSCH AG KREUZLINGEN with a market conception for its premium herbal amenities in the hotel industry. The IBT should give RAUSCH essential information in relation to a hotel market introduction. Finally, the study is a helping tool for RAUSCH to decide if the hotel market is worth targeting.

Abstract: The management of processes, especially in the hospitality industry, is getting more and more important in these days. The common «star»-classification, which is used for hotels internationally has slowly but surely disused. As the product delivered by hospitality businesses are produced and consumed simultaneously, smooth processes are indispensable. The aim of this research paper is the analysis of the new resort model, which is unique in Switzerland, concerning its processes. It highlights the business and management processes conducted in the lodging division and investigates implications of the new resort model on those. Furthermore, the processes are analysed concerning optimisation potential in terms of quality and time. The literature review is supplemented with qualitative interviews with the resort staff as well as an expert from the hotel software industry. Finally, recommendations for business process optimisation as well as literature recommendations for the composition of management processes at the PRIVÀ Alpine Lodge are given.

Abstract: In den vergangenen Jahren nahmen die Lenzerheide Bergbahnen mit verschiedenen Projekten zur Energieoptimierung schweizweit eine Pionierrolle in der ökologisch nachhaltigen Entwicklung von Bergbahnunternehmen ein. Dieses Engagement ist aber bislang nur einer kleinen Öffentlichkeit bekannt, deshalb sollen die Gäste nun mit einem neuen Themenweg darüber informiert werden und gleichzeitig ein neues Sommerangebot geschaffen werden. Diese Bachelorarbeit liefert ein Umsetzungskonzept zu diesem Vorhaben. Sie definiert die Zielgruppen des Weges, beinhaltet Empfehlungen zu Streckenverlauf, Inhalt sowie Umsetzungsform und zeigt ferner Finanzierungsvarianten und das weitere Vorgehen des Projektes auf. Zur Beantwortung der vielfältigen Fragestellungen, welche die Planung eines solchen Projektes mit sich bringt, wurden verschiedene Methoden gewählt. So basiert das Konzept nebst der Fachliteratur von ausgewiesenen Themenwegexperten auf Interviews und Auskünften von Fachpersonen sowie auf der Begehung und der Analyse von bestehenden Themenwegen und des geplanten Zielgebietes.

Abstract: The packaged leisure offers of PostAuto Graubünden are currently facing serious challenges due to declining sales numbers in recent times. The purpose of this IBT is to give suggestions to PostAuto on how to improve the communication and the distribution strategy to make people more aware of the offers and to relaunch sales. The paper first gives a brief overview and outlook to the Swiss leisure travel market in which PostAuto Graubünden has to operate, followed by current theory about marketing communication and distribution. Also a short chapter about sales throughout the last years is provided. After this, the actual communication and distribution of the company is depicted and in the end compared with the theory. Deduced from this are recommendations on how to improve the situation for those offers, concerning the communication and the distribution.

Abstract: Das Sportgymnasium Davos benötigt ein Marketingkonzept zur Erhaltung der bestehenden Attraktivität. Ziel dieser Arbeit ist die Erarbeitung eines Marketingkonzeptes unter Berücksichtigung der aktuellen Situation und der dafür zur Verfügung stehenden Ressourcen. Durch die Umwelt- und die Unternehmensanalyse werden Möglichkeiten eines Marketingauftrittes in Print- und Webmedien aufgezeigt. Weiter benötigt das Sportgymnasium Davos eine Neuausrichtung in der Generation von finanziellen Mitteln. Die Arbeit zeigt aufgrund der Analysen neue Möglichkeiten dafür auf. Als dritter und letzter Teil wird die Ehemaligenvereinigung des Sportgymnasium Davos analysiert und Vorschläge zur Neuorganisation unterbreitet. Anhand dieser Analysen und Resultate entsteht eine gesamtheitliche Wahrnehmungsanalyse für das Sportgymnasium Davos.

Abstract: Before heading to a destination, travellers start looking for information. There are different ways to collect data about vacation such as travel agencies or catalogues. But nowadays most used travel information channel is of course the internet. This bachelor thesis outlines first of all the literature dealing with the information search patterns and the booking process of travellers. Furthermore, an online questionnaire with 827 answers of former customers as well as non-customers shows the trends and preferences among the three main target groups of the online travel agency travelwindow AG – Silver Surfers, Families and DINKs. A comparison of both, the literature review and the online questionnaire, gives different ideas and suggestions. With an analysis of the current website and its content, this ideas lead to concrete suggestions for the travelwindow AG in order to improve the customers’ process from the information collection to the booking on the OTA’s website.

Abstract: Conferences and conventions are considered to be one of the fastest growing areas of the event industry. They can strongly contribute to the economies of many countries worldwide. In recent years an increasing number of potential providers of meeting venues as well as destinations have recognised the economic potential which could be generated by attracting business tourists. These include the owners of the Belvédère Hotels, located in the heart of Scuol, who constructed new seminar facilities equipped with the latest technology in the year 2012. The hotel group has achieved a continuous market growth demonstrated by the fact that the hotels are always fully booked during the main season. However, there is still further growth potential in the off-peak season. As it has proved difficult to attract leisure tourists during this period of time, business guests could be a potential target group, since they might be less season-sensitive. It is the main purpose of this bachelor thesis to explore ways of increasing the number of business guests in the Belvédère Hotels in the future. This is achieved by developing strategies for specific market segments. For this purpose various analyses are implemented. These include an extensive analysis of the business tourism market based on numerous sources and literature. Moreover, precise analyses of the Belvédère Hotels and the destination Scuol are carried out by means of expert interviews.

Abstract: Der aktuelle Stellenwert des Internets für die Menschen sprengt alle bisherigen Dimensionen. Millionen von Menschen bestellen ihre Kleider und Schuhe online, organisieren ihren Freundeskreis über soziale Netzwerke oder planen ihre nächste Reise anhand der Kundenrezensionen auf TripAdvisor. Durch die zunehmende Bedeutung des Internets sind neue (elektronischen) Geschäftsmodelle entstanden, darunter bspw. das E-Commerce-Modell, welches mit dem Vertrieb von Produkten per Onlineshop eine neue Form von Absatzkanal eingeführt hat. Infolge kaum vorhandener Literatur betreffend der «Bäckerei Onlineshop»-Thematik ist es wichtig, die Arbeit durch verschiedene Forschungsmethoden zu unterstützen. Ein bedeutender Teil der Methodik ist die Kundenbedürfnisanalyse, welche durchgeführt wurde, um zu evaluieren, ob ein Onlineshop ein von bestehenden Kunden und potentiellen Neukunden gewünschter Absatzkanal wäre. Darüber hinaus wurden Experteninterviews mit Betreibern von bereits etablierten Bäckerei-Onlineshops arrangiert sowie Offerten von Webeagenturen eingeholt, welche insbesondere für die Empfehlungen an die Bäckerei wertvoll waren.

Abstract: The competition in today’s tourism industry is ever growing. This competition is not only national or regional, but also due to the vast development of globalization, worldwide. This increased competition among destinations to attract tourists and thus secure their surviving, forces the tourism industry to continuously investigate into innovative marketing practices to further stay competitive. This Bachelor thesis examines how the destination of St. Gallen Bodensee can benefit from an innovative concept to incorporate the students and alumni of local university into their marketing activities and thus increase their competitive advantage among other destinations. The thesis is based on theory that handles the different keywords from the title and uses the applicable contents. Based on the relevant theory a Survey addressed towards the Students and Graduates was developed to gain further insight into the topic. The theory and the first hand research in combination are then used to develop a suitable strategy that can be implemented into the business of St. Gallen Bodensee Tourism. The outcome is then examined with suggestions and further steps for the organisation to consider, in case of realizing the findings of the Bachelor Thesis.

Abstract: Offering an excellent customer service provides many important benefits for a company, such as gaining loyal customers who spend more money on the service or product of the company as well as decreased marketing costs, due to positive word of mouth. This paper therefore aims to find out how everyglobe can accompany customers through the five stages of travel (dreaming – planning – booking – experiencing – sharing) with their online booking platform. Furthermore, practices to enhance customer loyalty through customer relationship management practices are outlined. Both parts focus on which practices can be used to add value to the customer. The empirical part consists of a survey conducted with 228 people of the Generation Y, 7 expert interviews and a benchmarking. Based upon the theoretical and empirical findings, recommendations are presented to everyglobe.

Abstract: Frequent flyer programs such as Miles & More from Lufthansa/SWISS are today a standard service which every airline has to provide in order to keep especially the solvent clients satisfied. Lounge access, waiting list priority and priority baggage handling are only a few of the additional service which offer a superior experience for the customer. Depending on how many miles a passenger collects for flights and other services, the quicker he can climb through the different stages of the membership system. However as fast as one ascends he can also plunge into lover levels, if not providing the necessary traveling distance and thus miles within the set timeframe. The purpose of this bachelor thesis is to find out, what impact such negative changes have on the customer behaviour and their loyalty towards the program. As a part of the study an online survey has been conducted among frequent flyers. Together with an in depth theoretical analysis of customer retention, a case study and an expert interview this research should help to understand the customer behaviour of frequent flyer program members better.

Abstract: The industry of travel was one of the first to experience the advantages of fast and cheap online booking since the late 90’s. OTA’s are mostly able to offer cheaper, more transparent and more convenient products. Moreover, they reach a stronger position on the market and the customer concerns are decreasing. Therefore, tour operators lose a huge amount of their clients and the need for innovative solutions is higher than ever. This Bachelor thesis compares the both sides analysing their structures, business models, products, advantages and disadvantages. Furthermore, the analysis of information and communication technology as well as a look in the future of tourism and travel is discussed in the thesis. Beside the existing literature, expert interviews with skilled experts of Kuoni, ebookers and HolidayCheck help to recommend future approaches to Kuoni in order to stay competitive, which is the main target of this paper.

Abstract: In the past, Swiss Cycling athletes have been very successful at international competitions. In order to provide the Swiss athletes the chance to present them to their home audience, Swiss Cycling launched the project «MTB Events in Switzerland». This includes UCI Mountainbike World Cups between 2015 and 2017 as well as the UCI Mountainbike and Trial World Championship 2018. Such events fit perfectly into the strategy of Lenzerheide, since their aim is to become the leading Mountainbike destination in Switzerland. The aim of this Bachelor Thesis is to create an effective Marketing Mix in order to promote the bike events. The basis is given by the analyses necessary according to the theory. Furthermore, other events such as Mountainbike World Cups, European Championships and World Championships as well as the upcoming Cyclo-cross World Championship have been analysed. In order to include customers expectation, a survey has been conducted in order to find out the willingness to pay, with whom they probably will visit the event and therefore, what ticketing categories should be offered. Finally, the different analyses and the results of survey have been compared and the best practices have been reformulated into tailored recommendations for the UCI MTB World Cups and the UCI MTB & Trial World Championship in Lenzerheide.

Abstract: Over the last years, the behaviour, expectations and needs of travellers have been changing fundamentally. Tourists seek unique, personal and cultural experiences in a socially responsible environment rather than just visit famous tourism places. The internet and social media also play a much more important role for the decision making process of travellers. The Welcome Hotels as a Swiss business hotel chain have to deal with those developments. For knowing the needs and preferences of their guests and adapting the service performance to them, the aim of this thesis is to analyse the gaps between the performance of the Welcome Hotels and the trends and expectations of today. To fill those gaps, a customer relationship concept has been developed as a systematic approach for creating and maintaining valuable relationships with business and leisure guests, broadening the customer base and gaining more satisfied, loyal and returning customers for the Welcome Hotel chain.

Abstract: Among the many things we nowadays carry out online is also the planning and booking of vacations. Online booking in the tourism industry has therefore become a considerable trend in the last few years. However, along with this enormous growth also came huge pressure on hotels. Especially online travel agencies are constantly affecting hotel margins by charging commissions of up to 15% for every room booked over their website. In this context, this thesis is settled. Hotels need to optimize their websites in order to adapt to the changed booking behaviour of consumers, as well as to compete with online travel agencies. Working with the case of Hotel Castell in Zuoz, this paper therefore aims at finding the main problems on their website, as well as at recommending measures in order to optimize it and to increase sales over their website. The methods applied were a usability testing with an integrated eye-tracking test, as well as a subsequent interview. Inputs from the literature and the feedback from the testings then lead to the formulation of the main recommendations for Hotel Castell.

Abstract: In Switzerland, the number of arrivals from the Gulf States and from Russia has steadily grown over the last few years, and so has the number of overnight stays in Swiss hotels. Hence, especially a luxury hotel is well advised to adapt to the cultural characteristics of these high-spending guests and to train its employees in terms of cultural awareness. This thesis analyses the cultural behaviour patterns of Arab and Russian guests, what expectations they have towards a Swiss luxury hotel and possible trends. For this purpose, literature is consulted and supplemented with desktop research. Moreover, an employee survey is conducted to evaluate the current cultural knowledge, while expert interviews serve to draw expectations and trends. A newly structured cultural training helps the employees to acquire and maintain cultural knowledge and skills. Further recommendations are made to provide cultural-based services in order to meet the guest’s expectations and to adapt quickly to trends.

Abstract: The hotel market in Switzerland is characterized by strong competition. Individual hotels need a good marketing and sales strategy in order to compete in the market. Professional support through external consulting might be the key to success in today’s complex market environment of the hospitality industry. The aim of this bachelor thesis is therefore to develop a business model for a marketing and sales hotel consultancy. The former hotel director Ms. Nicoletta Müller will start this business in autumn of the year 2014. In a first step, a literature review is carried out as a basis, followed by a needs analysis with different hotels about their requirements for marketing and sales assistance. Furthermore, the market environment for the planned consultancy is assessed by means of expert interviews. On the basis of the literature review as well as these analyses, the business model for this consultancy is developed and described. Thereby, the Business Model Canvas is applied, which is a tool for developing a business model. Finally, recommendations for Ms. Müller are derived from the findings.

Abstract: International tourism has turned into a multi-billion business, however its potential is far from being fully utilised. Tourism offers substantial benefits for destinations from financial perspective and benefits to tourists include better work-life balance and increasing level of cross-cultural awareness. This thesis attempts to research ways of attracting more tourists from India to Berne. This attempt is realised via finding about unique aspects of consumer behaviour in India’s tourism industry, identifying factors that impact the numbers of Indian tourists who visit Berne and determining barriers for people in India to visit Berne for tourism purposes. Various aspects of the topic of tourism has been already addressed by a numbers of authors, but the level of attractiveness of Berne as a tourism destination for tourists from India was not analysed up to date, therefore this research eliminates this gap in the literature. Questionnaire form of survey on Survey Monkey platform to be answered by sample group members in India is selected as the most appropriate primary data collection method for this research.

Abstract: In hotels, qualified and happy staff is the key factor to success. Mobbing, stress, bad motivation, inefficient workflow, difficult clients and high pressure on the quality of the workforce influence the health of the labor. Therefore workplace health management plays more and more a vital part in today’s companies. This bachelor thesis aims to develop recommendations for a workplace health management concept for the InterContinental Davos. A case study including a questionnaire with the employees and an expert interview is carried out to find out the needs of the employees and to gain information from an expert. The thesis is completed with a document analysis about the initial situation of the hotel and the literature review which is based on the topics hospitality industry, health and disease and workplace health management.

Abstract: The hospitality market is becoming more competitive every year. New market entries lead to a highly dynamic market where well thought-out concepts and differentiations are of major importance. Furthermore customers become more demanding and targeting the right segments is essential for a harbourage’s success, especially off the beaten tracks in a natural environment. This Bachelor Thesis aims to identify the right targets, to address them cost-efficiently and to focus on a unique, personal and individual customer experience at the Hos-telleria-a-Vejo. In order to do so, a marketing concept was developed based on in-depth analysis and expert interviews. In addition the aims and wishes of the foundation Rivivere have been taken into account such as including a social pricing approach and making the local culture and traditions more tangible for the guests. It is not the Hostelleria’s aim to generate a maximum profit but to create a self-sustainable, authentic holiday offer with a familiar flair and the ability to generate returning guests.

Abstract: Today, franchising is known to be an ideal method for marketing and distributing goods and services rapidly. In fact, many companies franchise in order to reach new markets and expand internationally. This is also the intention of a successful company called Foxtrail, which provides unique scavenger hunts in Switzerland and is planning an expansion to a foreign country. This bachelor thesis reveals crucial aspects of franchising, which are indispensable for establishing a franchise system. Amongst others, the responsibilities, rights and obligations of the franchisor and the franchisee, the support services, quality assurance, the assigned market area, such as legal and financial aspects are explicitly discussed. Moreover, this paper relates these elements to Foxtrail, making specific suggestions on how Foxtrail can make use of the franchise model and what must be considered for its future implementation. For that matter, this bachelor thesis can be seen as a useful guide to Foxtrail, facilitating the realization of a franchise system.

Abstract: Climate change will influence significantly Swiss mountain tourism in the future. This thesis analyzes possible impacts of climate change on the Swiss mountain tourism region Toggenburg. Particularly, it looks at how warmer temperatures and lower level of snow cover influence on the length of winter season. Furthermore, it is evaluated, how the two cable car companies, Toggenburg Bergbahnen AG and Bergbahnen Wildhaus AG, can adjust to this evolution. The final goal is to provide useful strategies to counter the negative influences of climate change. In the past, various studies on the topic climate change and its influences on mountain tourism have been conducted. However, little research has been done to determine impacts of temperature increase and reduced snow cover level on one single destination. This work shall contribute to fill this gap. In addition to the analysis of existing scientific literature, expert interviews have been conducted to complete the thesis.

Abstract: In the last years Interlaken has changed a lot. Interlaken Tourism started focusing on emerging markets such as China, India as well as the United Arab Emirates. The adaption to the new markets and the fast growth of group tourism led to a new villagescape. The upcoming mass tourism, the exotic guests and the alteration of the village bothers many locals. The goal of this thesis is to find out whether the reason of this resentment really lies in the tourism itself or if there is another reason behind. Therefore several interviews with locals are conducted and analysed against the backdrop of the theory which explains how identities are constructed in order to keep the control and how actual developments can lead to a loss of control. Finally, recommendations are given on how to overcome the dissatisfaction of the population and establish an environment of cooperation.

Abstract: Health tourism is one of the fastest growing forms of domestic and international tourism. Key drivers include new demand and new needs due to general developments such as the ageing population. It is a Destination Management Organisation’s task among other things to constantly review this demand and where appropriate identify new markets and develop new products. This Bachelor thesis identifies new potential sub-topics in the area of health and relaxation in the markets of Switzerland, Germany, Belgium, the Netherlands and Luxembourg that could be promoted by the regional Destination Management Organisation, Graubünden Ferien. The thesis goes on to outline differences between the markets and makes recommendations for Graubünden Ferien as to how this demand might be met. In order to achieve the research aims, this research project was carried out in a step-wise fashion. These steps were: framing, scanning, forecasting, visioning, acting and planning. Primary and secondary data has been taken into consideration. Search traffic data from Google was also used in achieving the research aims.

Abstract: Die Eventbranche befindet sich in einem Wandel von eventzentrierten zu teilnehmerzentrierten Veranstaltungen. Die Veränderung der Kommunikation durch digitale Medien sowie die ausgeprägte Individualisierung der Gesellschaft sind zwei wichtige Aspekte die zu diesem Wandel führten. Entlang dieser Entwicklung entstand das Phänomen der User Generated Events, eine Veranstaltungsform, bei der die Teilnehmer das Format des Events mitbestimmen. Der Restaurant Day als internationales Foodfestival, bei welchem jeder für einen Tag sein eigenes Restaurant, Café oder Bar führen kann, gehört zu dieser Gruppe der User Generated Events. Obwohl international erfolgreich, hat der Restaurant Day die Implementierung in der Schweiz nicht geschafft. Das Ziel dieser Bachelorthesis ist es, einen Weg zu finden, wie der Restaurant Day in Zürich, als Ausgangspunkt für die Schweiz, dauerhaft eingeführt werden kann. Dazu wurden vorhandene Daten analysiert und eine Diskussionsrunde mit Experten aus der Branche geführt. Zum Schluss der Thesis werden zwei Lösungsvorschläge präsentiert.

Abstract: Customer satisfaction has nowadays become an essential term in the highly competitive market. In the service industry, especially in the tourism sector, companies need to keep their customers loyal through customer satisfaction. Closely related to satisfaction are thereby the aspects of the term service quality. Service quality counts as one way to differentiate a company from competitors and suits therefore as a Unique Selling Proposition and is inevitable for the success of a company. This Bachelor thesis highlights the importance of service quality in relation with customer expectations and satisfaction by analysing the tour operator Kontiki Reisen. It further illustrates shortfalls and deficits between the expectations and the actual perceived services and proposes strategies to reduce these gaps. Information was thereby gathered from different sources within a literature review and from a customer survey with selected customers of Kontiki within a quantitative research approach.

Abstract: Gay Tourism is a growing niche market in the tourism industry. Pink Alpine, a Swiss tour operator supplying gay outdoor sports in Switzerland wants to attract more international clients, especially from English speaking countries. Therefore, Pink Alpine aims to find suitable gay travel companies who are willing to collaborate and offer their products corporately. To reach this goal, this thesis elaborates the needs and travel behaviourisms of gay travellers in the USA as well as Canada, which serves as a basis for Pink Alpine to reach out to gay tourists in North America and possibly adapt their products to satisfy the needs of foreign gay clients. In order to obtain valuable information about the behaviour of gay travellers from the USA and Canada, the thesis is based on a broad literature review as well as on conducted expert interviews with representatives from North American travel agencies. With the help of this methodology, recommendations are given on how Pink Alpine can approach American travel agencies for potential business partnerships.

Abstract: Tourism industry has become highly competitive in the global marketplace. Hence, it is necessary that a destination has professional managerial support. Graubünden Ferien is the destination management organisation of the Swiss canton of Grison. Positioning the destination adequately and taking special care of the tourists’ feedback are the keys to success. Hence, in conjunction with the Research Institute of HTW Chur a semi-annual guest survey is conducted in the region. A remarkable finding was that while landscape achieved the highest satisfaction level among the tourists, townscape received an insufficient rate. Thus, it is crucial to have an in-depth analysis about this particular issue. Present Bachelor Thesis has two main research focus areas. Firstly, based on a thorough literature review the brand equity of the destination of Grison is measured in order to facilitate managerial decisions concerning the positioning of the destination. Secondly, the regional architecture styles are identified and allocated to a spectrum and it is analysed how each building styles in the spectrum are perceived by Generation Y tourists. Based on the findings of the online survey and expert interview key recommendations for Graubünden Ferien are provided.

Abstract: The Internet has changed the tourism industry dramatically; tourists from all over the world plan and book their stay online, which makes the website of a Destination Marketing Organisation (DMO) to an essential marketing tool. Being aware of this, Zermatt Tourismus has recently introduced a new, innovative website. Since international tourists create approximately 60% of Zermatt‘s overnights, website language is an aspect worth to pay special attention to. The aim of this Bachelor‘s Thesis is to recommend which languages make sense to insert on the new website. Additionally, intercultural travel and booking behaviour is analysed in order to figure out whether it is advisable to set up various, target-market tailored contents and if so, what information should be included. In order to meet these aims and objectives, quantitative data in form of an online survey, as well as qualitative data are collected.

Abstract: Trade shows have always been an important tool to acquire new customers and to conclude business deals. By integrating new media and Internet-based features fairs remain an attractive communication tool for companies in today’s business world. The external partner of this thesis, SuisseEMEX, kept up with the time by integrating several social media tools as well as the online contact platform «Meet & Match». This Bachelor thesis examines the efficiency of SuisseEMEX’s online contact platform and gives suggestions for improvement. In addition, it assesses the value visitors and exhibitors receive from the provision of a trade fair-supporting tool. In order to figure out what can be improved on the platform, a benchmark analysis, surveys with visitors and exhibitors as well as two interviews have been carried out. Based on the findings in the analysis part, an action plan was developed with recommendations for the advancement of the online contact platform.

Abstract: The key success factor of service companies is the quality of services delivered. However, every customer perceives the service quality differently based on expectations built beforehand. The aim of this Bachelor Thesis is to develop measures to improve the service quality and booking ration of Kontiki Reisen AG by analysing the existing and potential customer’s perceived service quality gaps. The focus has been set on the quality of services of the pre-booking phase to determine what insufficiencies customers perceive, hence do not book their trip via Kontiki Reisen AG. The literature review reflects the characteristics of service, its quality and the SERVQUAL Model which is used as a basis for the survey. The survey data has been analysed according to the five dimensions of the model, individual gaps of each dimension are identified and the possible reasons for occurrence of the gaps interpreted. Finally, with the insights from the literature review and the analysed data from the surveys, the recommendations for narrowing the gaps, thus improving the service quality are outlined.

Abstract: When the PRIVÀ Lodge was opened last December, an innovative accommodation concept has been launched on the Swiss market. To be exact, in this chalet resort the guest has the possibility to choose between a self-caterer stay in a fully-equipped holiday apartment or to enjoy all conveniences of a 4-star hotel. One purpose of this Bachelor Thesis is to figure out which target groups have a particular affinity for alpine holidays during summer since one can only choose appropriate distribution channels and partners if a clear target group is known. Therefore, firstly a detailed target group analysis is conducted by applying different approaches. Furthermore, suitable distribution channels are investigated with the help of expert interviews and a benchmark analysis with similar resorts in Austria. In addition to that, the author investigates the current situation of the summer season in the Swiss Alps. Finally, recommendations for the PRIVÀ Alpine Lodge Lenzerheide are deduced from the findings.

Abstract: Companies using sponsorship as a marketing tool can utilise social media platforms to enhance their activities. Furthermore, athletes benefit from these channels due to the possibility of marketing themselves and satisfying their sponsors. However, the integration of sports sponsorship on social media platforms does still have space for optimisation. Due to the fact that literature with the topic of social media is already outdated when published, the thesis is based on recent studies in the field of social media and the benchmarking analysis within this thesis. This bachelor thesis aims to compare various aspects of sports sponsorship from the side of the sponsor and the athletes. What is more, it provides brand-new social media platform measurement tools that assess specific criteria for the evaluation of sponsorship related topics. Additionally, it highlights the best practices of benchmarks in the activation of sports sponsorship on their social media platforms. Finally, general recommendations as well as specific suggestions for the optimisation of sponsorship on social media platforms are provided for Helvetia.

Abstract: The Andermatt Swiss Alps Resort (ASA) is one of the most remarkable tourist projects in Siwtzerland and is currently being developed. Out of the 500 planned apartments, up to 150 have been built and are almost sold out. The aim of this research is to establish an attractive owner program in form of an owner card. The owners shall receive exclusive benefits that are otherwise not purchasable making their investment at ASA to a great extent valuable, recommendable and enjoyable. Through this, they shall receive various incentives resulting in a higher frequency of visits, higher amount of money spent and a participation in the rental-program. The literature review about Customer Relationship Management is complemented by an analysis of property owners, a situation analysis of the current owner card and identifications of best practices in Resorts with similar business models. Based on the findings, a concept was developed resulting in a proposal for a potential strategy for the Andermatt Swiss Alps.

Abstract: Freiwillige Helfer stellen an Open Airs einen wesentlichen Teil der Mitarbeitenden dar. Veranstaltungen wie das Open Air Lumnezia wären ohne deren unentgeltliche Mitarbeit nicht realisierbar. Aus diesem Grund wird untersucht, wie die Leistungen der Volunteers optimiert werden können, damit die Arbeitsprozesse möglichst effizient und effektiv vonstattengehen. Ziel der Thesis ist es, zu erforschen, wie die freiwilligen Helfer motiviert werden können, damit sie optimale Leistungen erbringen. Um die Forschungsfragen zu beantworten, wurden die Primärdaten anhand von Experteninterviews und durch eine wissenschaftliche Beobachtung erhoben. Diese Daten wurden analysiert und mit den Erkenntnissen der Fachliteratur verglichen, um Empfehlungen für das Open Air Lumnezia zu erarbeiten. Der Nutzen der wissenschaftlichen Arbeit besteht darin, dass für das Open Air Lumnezia konkrete Verbesserungsvorschläge bezüglich der Freiwilligenarbeit unterbreitet werden, die zukünftig von der Organisation in die Praxis umgesetzt werden können.

Abstract: In a customer’s evaluation of a service provider the employees play a crucial role but nowadays face-to-face contact is, among others due to cost pressure, reduced. As a consequence, service encounters become de facto the moments of truth. In the airline industry, the main point of contact takes place between the passenger and the Cabin Crew. Not always easy per se, this interaction is even more complicated by the different cultural backgrounds of the customers. Therefore, the Flight Attendants need to be aware of this fact and need to have the ability to act accordingly. For this purpose, Swiss Aviation Training Ltd. provides intercultural trainings for Cabin Crew Members. This Bachelor Thesis highlights the theoretical background of intercultural competences and trainings and examines the existing training by using various methods. These are an observation by the author, a survey prior and after the training and an interview. Using this and the literature review as a basis, recommendations are provided.

Abstract: The significance of culture has been widely recognized in the tourism industry and discussed thoroughly in literature. Tourism is becoming more international and the tourism industry is facing higher cultural diversity among tourists. This is applicable to Switzerland where tourism is one of the most important sectors of the economy. This bachelor thesis takes a specific look at the Arab tourists in Switzerland. The incoming numbers of tourists from the Arab region has been growing over the past few years. This bachelor thesis emphasizes the importance of the Arab market for Switzerland and aims to describe the cultural differences between Arab tourists and Swiss hosts. Furthermore, it targets to discover whether there is a service gap between the expectations of the Arab tourists and the actual service delivered. Findings from the literature review are supplemented with the results from expert interviews. As a final result, recommendations are made on how Swiss tourism service suppliers can improve their services towards Arab guests based on their cultural background.

Abstract: Der Schweizer Tourismusverband (STV) koordiniert ein Qualitätsprogramm, in dem verschiedene Betriebe des Schweizer Gastgewerbes mit einem Qualitäts-Gütesiegel ausgezeichnet werden. Um die Betriebe mit dem entsprechenden Gütesiegel auszuzeichnen, muss zuerst die Qualität des jeweiligen Betriebes anhand verschiedener Instrumente ermittelt werden. Zu den programminternen Messinstrumenten gehören Mystery-Checks und Gästebefragungen. Häufig sind Abweichungen in der Hotelqualitätsbewertung der programminternen Messinstrumente des STVs im Vergleich zu Online-Bewertungen zu verzeichnen. Der STV ist an einem Vergleich zwischen seinen betriebsexternen Messinstrumenten und Rezensionen auf Online Bewertungsplattformen interessiert. Die Bachelor-Thesis liefert die Ergebnisse für den Vergleich, zeigt Korrelationen und Abweichungen in der Qualitätsbewertung auf und erklärt worin mögliche Ursachen für das jeweilige Bewertungsverhalten der Gäste und der Mystery Person vorliegen. Ein Lösungsvorschlag zur effizienten Ermittlung der Qualität im Gastgewerbe wird aufgezeigt und es werden Gründe für künftige Anpassungen an den Instrumenten aufgrund der wachsenden Dimension des «Internet of Things» genannt.

Abstract: Guest satisfaction is supposed to be a key element in the hospitality industry. Literature indicates that satisfaction is achieved if the expectations prior to the stay are on the same level as the actual perceived performance. This means in other words that it is of greatest importance to raise the right expectations. The newly opened PRIVÀ Alpine Lodge has developed a rather new business model in Switzerland. It rents apartments on a weekly base, with additional bookable services such as an internal restaurant, a ski school and a sports shop. This bachelor thesis goal is to find out whether the Lodge achieves to match guests expectations, which players of the Lodge need to improve performance, and finally which attributes within the Lodge are perceived to be on a high, respectively on a low level. In order to answer these questions an Importance-Performance Analysis was developed to measure guest satisfaction and supplemented with qualitative guest feedback. This IBT concludes with 24 recommendations for the PRIVÀ Alpine Lodge.

Abstract: Yield management has been applied by several enterprises within the service industry. Most airlines and city hotels use dynamic pricing systems successfully and other sectors introduce yield management excessively. Only the cable car industry does not dare to apply new pricing schemes and enter new waters. This thesis aims to identify potential pricing applications and strategies for the Engadin St. Moritz Mountains Corporation in order to maximize on the hand the profits and on the other hand the customer satisfaction. Primary data is collected trough industry expert interviews and a customer survey in the skiing area. This data is used to identify the possibilities of yield management for a cable car company and the customer perspective about variable prices. The mixed research method helps to provide a general and broad perspective about the topic and to make explicit and customer-focused recommendations for the principal.

Abstract: Tourismus und Schutz der Natur mögen für viele auf den ersten Blick Begriffe sein, welche nur schwer zu vereinen sind. Doch genau diesen Spagat zwischen Nutzung und Schutz der Natur gilt es im UNESCO-Welterbe Tektonikarena Sardona zu meistern. Nur durch das direkte Erlebnis des Welterbes können dessen aussergewöhnliche universelle Werte vermittelt werden. Daher soll in dieser Arbeit ein buchbares Pauschalangebot entwickelt werden, welches Unternehmen ein solches Erlebnis ermöglicht. Die Ansprüche an dieses Produkt werden in verschiedenen Schritten sowohl für die Angebots- als auch für die Nachfrageseite erhoben, um diese nachfolgend in einem speziell für diese Arbeit entwickelten Produktentwicklungsverfahren anzuwenden. Dazu wurden, nebst der Erforschung des Begriffs «naturnaher Tourismus» mittels Literaturrecherche, eine Online-Umfrage zu den Erwartungen der potentiellen Gäste an einen Unternehmensausflug und ein Experteninterview mit einem Vertreter der Firmeneventbranche durchgeführt. Die daraus resultierenden relevanten Daten flossen in den Produktentwicklungsprozess mit ein.

Abstract: Das kleine Valser Winter- und Sommersportgebiet Vals3000 reicht von 1’250 bis auf kanpp 3’000 Meter. Es wird von den Sportbahnen Vals AG betrieben. Bisher existiert für die Unternehmung noch kein eigenes Marketingkonzept. Nachdem im Jahr 2012 der gesamte Verwaltungsrat zurückgetreten ist, hat der neue Verwaltungsrat durch die Erstellung einer neuen Strategie eine neue Stossrichtung definiert. Ziel der Arbeit ist es ein neues Marketingkonzept zu erstellen, welches die bestehende Unternehmensstrategie berücksichtigt. Der Analyseteil untersucht das eigene Angebot auf Stärken und Schwächen sowie die externen Faktoren Markt, Konkurrenz und Unternehmensumwelt auf mögliche Chancen und Risiken. Daraus werden Marketingziele- und Strategien abgeleitet, welche im erweiterten Marketingmix (7 P’s) konkret umgesetzt werden. Abgerundet wird die Arbeit durch das Marketingbudget, die Umsetzung sowie das Controlling.

Abstract: Emerged with the development of the Internet, online reviews and ratings have become increasingly important for various industries, including the hospitality industry. It is the aim of this thesis to proof the rising importance of online reputation management (ORM) for hotels. Additionally, it is the ambition to clarify whether Swiss hotels tap the full potential yet. Using this as a basis, practical recommendations are provided. Therefore, this thesis firstly examines the theoretical background of reviews and ratings by investigating their evolution, the consumer-decision making process and introducing the topic of ORM. Secondly, it is looked at pricing strategies of hotels and the effects of ORM on lodging performance as detected by former studies. The literature review is complemented by a data analysis that compares and contrasts the performance of hotels in Bern and Arosa in this context. In addition to this, interviews with two industry experts were hold.

Abstract: Shopping has gained an increasing importance for tourism and most visitors expect shopping opportunities while they travel. Therefore, shopping is recognized as an important part of the available tourist experience and a profound understanding of this target group is needed in order to increase the quality of the shopping offer as a whole. This Bachelor thesis focuses on the business model of Designer Outlets in general and specifically on the Designer Outlet Landquart and how it can attract more tourists. Various literature about Designer Outlets and the relationship between shopping and tourism exist, but this thesis aims to summarize these and to give specific recommendations for the Designer Outlet Landquart. The literature review is supplemented by interviews and a survey, which was conducted in four different tourism destinations in the Canton of Grisons. Furthermore, a benchmark and SWOT analysis is included in order to position the Designer Outlet Landquart and to establish strategies.

Abstract: Whereas loyalty programs as a marketing tool in retail sectors or the airline business are quite established, they are still a nascent market in the airport industry. Since the ‘commercialization of the airport industry’ in the 1970s and 1980s, the airport business became much more competitive, what forced the airports to work on their attractiveness, to differentiate themselves by meeting the needs of passengers better than their competitors. The implementation of a value oriented loyalty program at airports is thereby an emerging possibility for getting more customer-centric. This bachelor thesis explains the concept of a value oriented loyalty program, analysis already existing airport loyalty programs and investigates the feasibility of adapting best practices to the EuroAirport in Basel. Furthermore, the thesis provides general overview information of the development of the airport industry. Finally, a quantitative passenger survey at the EuroAirport supplements the literature review by identifying the most wanted service attributes that could be included in the case of Basel-Mulhouse.

Abstract: Nowadays, providing a website for companies is inevitable. The internet is growing and the number of users, too. However, just having a website in order to have one is not the solution. A website should be kept up to date, be user friendly and deliver all relevant information to website visitors. This Bachelor thesis covers the problem of how the website of AFS Intercultural Programs Switzerland could be enhanced. The usability is focused and potential improvements are searched in order to ensure the information flow. To solute this problem, an online survey with the website visitors is conducted. This is combined with a website analysis including a tracking data analysis and a theoretical adaption of website usability. The combination of the analyses leads to different results. Concrete recommendations should lead to more user friendliness and allow users to find specific information faster. With that improvement it is aimed to raise automatically the number of online applications.

Abstract: Seit 1972 veranstaltet Swiss Ski den Grand Prix, welcher sich seither bestens im Schweizer Skizirkus etabliert hat. Mit jährlich rund 7000 Teilnehmern gilt der heutige Grand Prix Migros als das grösste Jugendskirennen Europas wobei jährlich dreizehn Qualifikationsrennen und jeweils ein Finalrennen am Ende der Saison stattfinden. Dadurch bietet der Grand Prix Migros Nachwuchsskifahrern aus allen Landesteilen und dem näheren Ausland die Möglichkeit, an diesem Breitensportevent teilzunehmen. Trotz den konstant guten Teilnehmerzahlen strebt Swiss-Ski ein weiteres Wachstum des Events an. In dieser Bachelorarbeit wird untersucht, welche Segmente diejenigen mit dem grössten Wachstumspotenzial sind und wie diese Personengruppen zu einer Teilnahme motiviert werden können. Dafür werden am Ende der Arbeit praxisnahe Verbesserungs- und Anpassungsvorschläge aufgezeigt, die für den Veranstalter leicht implementier- und umsetzbar sind.

Abstract: Dem Thema Wahrnehmung und Akzeptanz von Grossschutzgebieten wird seit einigen Jahren eine zunehmende Bedeutung in der Planung, Verwaltung und Gestaltung von Grossschutzgebieten beigemessen. Dieses Thema spielt auch für die UNESCO-Welterbestätte Tektonikarena Sardona eine wichtige Rolle und ist wegweisend für die zukünftige Entwicklung des Welterbegebietes. Ausgehend von der Fragestellung, wie es um die Wahrnehmung und die Akzeptanz der lokalen Bevölkerung lebend im Gebiet der Tektonikarena Sardona steht, werden im Rahmen dieser Thesis Vorschläge zur zukünftigen Stärkung und positiven Entwicklung der regionalen Identität erarbeitet. Nebst einer Literaturrecherche zum Thema Wahrnehmung und Akzeptanz von Grossschutzgebieten, werden Experteninterviews in drei Fokusorten des Welterbegebietes durchgeführt. Abschliessend werden diese Erkenntnisse durch ein Experteninterview mit der UNESCO Biosphäre Entlebuch ergänzt, da dieses Gebiet international anerkannten Modelcharakter, speziell im Bereich der Partizipation und Kooperation, aufweist.

Abstract: Nachhaltiges Verhalten bekommt einen immer höheren Stellenwert in unserer Gesellschaft. So interessieren sich auch die Organisatoren von verschiedensten Sportevents dafür, wie sie ihre Veranstaltung nachhaltiger durchführen können. Auf internationaler Ebene, wie aber auch auf nationaler Ebene wurden zahlreiche Richtlinien und Empfehlungen ausgearbeitet und Forschung betrieben. Diese Bachelor Thesis analysiert die Ergebnisse aus der Forschung, sowie die verschiedenen relevanten Empfehlungen und Richtlinien. Unter Beachtung der Werte des traditionsreichen Schwingsportes wird eine geeignete individuelle Form eines Nachhaltigkeit-Konzeptes erarbeitet. Um die Anforderungen und den Umfang des Konzeptes zu verstehen, wurden verschiedene Experteninterviews geführt. Ausserdem wurde eine Umfrage mit den Besuchern von Schwingfesten durchgeführt, um herauszufinden ob Schwingen und Nachhaltigkeit vereinbar ist. Das Ziel dieser Bachelor Thesis ist es ein Nachhaltigkeit-Konzept für das Weissenstein-Schwinget zu erstellen, welches den Organisatoren einen Leitfaden mit Empfehlungen für eine nachhaltige Durchführung der Veranstaltung gibt.

Abstract: Bergbahnunternehmungen gelten als Triebkraft innerhalb der touristischen Wertschöpfungskette von Wintersportdestinationen und sind dadurch von grosser regionalwirtschaftlicher Bedeutung. Gleichzeitig kämpft die Schweizer Seilbahnbranche mit rückläufigen Ersteintritten und den damit verbundenen Verkehrserträgen. Eine mögliche Strategie dieser und weiteren Herausforderungen entgegentreten zu können, ist die Implementierung zwischenbetrieblicher Kooperationen. Diese Forschungsarbeit erstellt eine Bestandesaufnahme strategischer Allianzen in verschiedenen Regionen und gibt Gründe die zum Kooperationsentscheid geführt haben wieder. Ergebnisse von Expertenbefragungen zeigen den Nutzen bestehender Kooperationen auf und ermöglichten die Ableitung potentieller Kollaborationsbereiche. Daraus wurden im Endeffekt nutzenstiftende Kooperationsvorschläge zur Steigerung der Ersteintritte entwickelt.

Abstract: Different projects focusing on families are planned in Andermatt. Therefore, an increasing demand for family offers in the next years will be possible and because of this, a broader range of family-oriented offers are needed. This Bachelor thesis deals with the question on how to attract families interested in winter activities to the destination Andermatt. The main objective of this work is to create a fact sheet in which current family-oriented offers as well as family-friendly hotels and restaurants are listed and to make recommendations for new attractive family offers, which could be implemented and enhance the image and competitiveness of Andermatt as a family holiday destination in winter. Firstly, central aspects of family holidays such as definitions and experiences, needs and desires of the different family members on holiday are outlined. Moreover, an actual state analysis as well as a benchmark study is made. Finally, based on the findings of literature and in-depth interviews with experts, recommendations are made.

Abstract: Brand events have gained of importance in recent years and for many companies it is already an inherent component of their integrated marketing system. This is also the case for Rivella. The Rivella AG is engaged in numerous sponsoring activities and organizes for many years the skiing event for families, the «Rivella Family Contest». To make a step further into the world of brand events, Rivella decided to launch a new winter event in the, so far, almost untouched area of sledding. This Bachelor thesis analyses the complex sports event industry and highlights the importance of brand events. However, the main focus of this thesis is set on the ideal marketing for the newly launched event. In order to find out about the best-practice of how to market a brand event, a benchmark analysis with three very reputable and exemplary winter events has been conducted. The arisen findings and the literature review are supplemented by expert interviews in the fields of marketing and brand events. Those three analyses build the basis for an extended SWOT analysis, which then helps to create strategic directions and recommendations for Rivella.

Abstract: Der Mountainbikesport wird in den alpinen Destinationen weiter an Bedeutung gewinnen. Graubünden ist gemäss Umfragen eine bekannte und beliebte Bikeregion mit wunderschönen Trails und guten lokalen Produkten. Was fehlt sind marktorientiere und destinationsübergreifende Mountainbike-Angebote, welche vollumfänglich auf die Bedürfnisse der Biker eingehen. Diese Thesis erarbeitet Lösungsansätze für die technischen, finanziellen und organisatorischen Herausforderungen von destinationsübergreifenden Mountainbike-Angeboten. Am Beispiel einer destinationsübergreifenden Saisonkarte wird dies untersucht. Durch das Wissen der Literaturrecherche und internationalen Benchmark-Analysen werden drei Geschäftsmodellideen konzipiert. Die qualitativen Interviews dienen der Beurteilung der ausgearbeiteten Konzeptskizzen und identifizieren deren Herausforderungen, Limiten und Vorteile. Die abschliessend präsentierten Lösungsansätze sollen Möglichkeiten aufzeigen, wie die bestehenden Herausforderungen eines gemeinsamen Produktes gemeistert werden können.

Abstract: The significant growth of Chinese tourists visiting Switzerland has brought to the attention of the railway industry. More Chinese are interested in travelling by train instead of by plane within Europe or inside of Switzerland since the costs are relatively lower. Glacier Express, one of the world’s most famous scenic trains, has attracted many tourists from all over the world. It is an interesting topic to find out why would Chinese tourists like to take this train. The Bachelor thesis highlights the travel and consumer behaviours of Chinese tourists travelling by the Glacier Express. In addition, it analyses the information search and decision making process based on the findings from the survey that has been distributed in the Glacier Express. Furthermore, various of literature about the abovementioned topic is being reviewed. The onsite visitor survey gives a profound understanding about travel trends of Chinese tourists. Eventually, several recommendations regarding the survey findings are suggested.

Abstract: «Going green» and providing environmentally friendly services have been emerging trends within the hotel sector, used as a key differentiator. This can be attributed not only to the rising operational costs of the hoteliers but also to the shift in the guests’ perceptions towards the green products and services. Hence, this Individual Bachelor Thesis provides an in-depth analysis of the main drivers of the guests to stay at a «green» hotel and their willingness to pay price premiums for preserving the environment. In addition, a profile of this segment is developed. As the «green» hotel concept is a relatively recent phenomenon, there has not been an exorbitant amount of conducted research, yet. As a response, an investigation into this topic has been undertaken, including not only a critical review of the available literature but also a hotel guest survey and expert interviews. Based on the results, practical implications and managerial recommendations for Feldmilla Design Hotel are outlined.

Abstract: The possibilities of online marketing are changing rapidly. Travelers increasingly watch online videos in order to decide which destination to choose, at what accommodation to stay or which activities to do. In a survey conducted by Google about the 2013 traveler, it was stated that in 2013 51% of leisure travelers and 69% of business travelers watched online travel videos. They not only look at travel related videos, but they also create own videos and share them online. In addition, the video sharing platform YouTube has grown to the second largest search engine worldwide. This Bachelor thesis aims to analyse the potential of video marketing for the Swiss hospitality industry. An insight into the evolution of online and video marketing as well as the significance and applications of video marketing is given. Furthermore, the online platform YouTube is presented and important aspects of a video marketing strategy are outlined. In addition, a study of the video usage of Swiss hotels on YouTube is conducted, the TrueView In-Stream advertisements of Google are tested in collaboration with a hotel and experts are interviewed. Finally, recommendations concerning video marketing for the members of hotelleriesuisse are derived from the findings.

Abstract: Valposchiavo is a valley located in the Eastern part of the Swiss Alps. It especially is characterized by an alpine agriculture, which is to a great extent certified organic. Already 80 per cent of all agricultural businesses within Valposchiavo carry the BIO SUISSE «Knospe» label. Furthermore, the high amount of grassland adds to the attractiveness of the region since it conserves the cultural landscape. This is especially interesting for tourism. However, it must be said that these potentials are not fully exploited at the moment. Thus, ideas for Unique Selling Propositions are put forward by this thesis. These are developed by means of interviews with local producers and restaurateurs. Additionally, questionnaires are distributed to the local population and to tourists visiting the region. Moreover, a draft of label is tested, which represents the standards «Bio SUISSE certified», «regional resources of at least 80 per cent», and «regional added value of at least two-thirds». Finally, a comparison of Valposchiavo and the Bioregion Murau in Austria helps to gain further ideas.

Abstract: The tourism industry is becoming more and more competitive, above all for Swiss skiing destinations. This results in an increasing amount of mergers and cooperations among small skiing resorts. As a result of such a cooperation among cable car companies, the gastronomy of Wildhaus Bergbahnen is now organised under the umbrella brand «Erlebnis Wildhaus». Today, there is still room for improvement when it comes to the positioning of the restaurants. Therefore, the aim of this thesis is to provide the gastronomy of Wildhaus Bergbahen with an innovative event portfolio which matches the target groups of the two restaurants, strengthens their strategic positioning on the market and generates new and repetitive visits. Besides intensive literature review on destination event marketing for image building, branding as well as stakeholder management, a benchmark analysis among similar mountain restaurants has been conducted in order to better understand the industry and its current event marketing approaches. Based on this benchmark as well as environmental analyses of both restaurants and stakeholders the event portfolio was developed and the main event conceptualised.

Abstract: In der Schweiz ist Futsal eine junge Sportart, welche erst 2006 in den Schweizerischen Fussballverband integriert wurde. Futsal ist der offizielle Hallenfussball der FIFA und zeichnet sich als ein torreiches, dynamisches und faires Spiel aus. Auf die Saison 2012/13 wurde mit der Swiss Futsal Premier League eine neue höchste Liga eingeführt, um gezielt den Futsal weiter zu fördern. Obwohl Futsal mit seinen Eigenschaften für die Vermarktung eine interessante Sportart ist, wurde diese bisher nicht durchgeführt. Das Ziel der Arbeit ist, die Marktchancen von Futsal in der Schweiz am Beispiel der Swiss Futsal Premier League zu analysieren. Dafür wurden Interviews mit Experten aus verschiedenen Bereichen des Futsal sowie eine Marktanalyse betreffend Medienreichweite durchgeführt. Anhand eines Benchmarking mit dem UEFA Futsal Cup werden die Wettbewerbe miteinander verglichen. Schlussendlich wird eine Vermarktung auf Grund der gewonnen Erkenntnisse diskutiert und Empfehlungen präsentiert.

Abstract: Women tend to be decision makers in a household, in particular regarding travel decisions. Therefore, they are an essential and interesting target group for the touristic industry. Besides, Germany is a relevant market for St.Gallen due to the fact that around 20% of all tourists are coming from this bordering country. Hence, attracting female travellers from Germany is a marketing objective for SGBT. The main purpose of this thesis is to provide a profound insight into this new market segment and to develop offers to appeal more German women. Firstly, the market and its values and needs regarding travelling are examined. In addition, a closer look at the supply side is taken. Based on the findings of a profound market research and situation analysis, new offers to attract German women are elaborated. Additionally, recommendations towards a promising communication strategy for the target group are given. The literature review will be complemented with expert interviews and a focus group discussion.

Abstract: The fast technological development in the past decades brought a lot of new business opportunities to innovative firms. Online distribution of products via internet based platforms enjoy a huge success in the market. The same applies for event ticketing that is done via service providers like TICKETINO AG. Ticketing organisations that operate solely online are still very new to the market and seem to show a lot of improvement potential in reaching event audiences and ensuring an easy ticket purchase process. Therefore this thesis will focus on the optimisation in the ticket distribution of events. A qualitative survey will be conducted with several industry players to establish a clear picture of the different ticket distribution channels in the market. On the other hand there will be a quantitative survey carried out with TICKETINO customers that shows preferred channels in the event ticketing process. Based on the theory, expert interviews and the survey, this research paper will draw various conclusions to optimise the online distribution of ticketing services.

Abstract: In a highly competitive industry like tourism, continuously finding new ways of alluring travellers to a region is crucial. Therefore, Textilland Ostschweiz is trying to attract more visitors to Eastern Switzerland by positioning it as a textile region. So far the main focus has not been laid on young people however, it is a fast increasing market and little research on the topic how to create offers focusing on young people in Eastern Switzerland has been done. Therefore, this bachelor thesis undertakes a profound analysis of the target market which is the age cohort of 20 to 35 year old people and investigates in their travel behaviour. Further, views of local designers as well as young people on the topic of touristic products in relation with textiles are examined. The opinions of both primary and secondary research are compared, contrasted and interpreted in order to further develop key characteristics for the product development process. A product and service portfolio with the main ideas, which were developed together with a focused brainstorm group based on the assessed key characteristics, is shown. Finally, recommendations for suitable communication strategies for young people are made.

Abstract: In the last 20 years electronic commerce including mobile commerce grew of importance because of the fast development of modern technology. The excellently developed mobile phone network let the use of mobile devices soaring. To personalise these mobile devices, also the mobile app market experienced a boom. drallo, a product of Challenge Earth AG, is an online platform to create apps. Providers of tourism and leisure activities can develop their own app to promote their surrounding area. This thesis should contribute to the current knowledge about mobile commerce, apps and the implementation of them into the touristic market. Promotional activities and distribution channels are evaluated to find a best practice method of effective marketing communications for touristic companies. The findings of literature review are complemented by interviews of experts of the touristic sector. Finally, recommendations and suggestions are drawn up for drallo and touristic companies.

Abstract: In the ever-increasing competitive market for good manpower it is crucial for companies to encourage and develop own talents regarding leadership to be an attractive employer. Therefore the Academy of Hotel Excellence was founded in 2011 by the Grand Resort Bad Ragaz AG and the HTW Chur. The company provides qualified training and development for employees of high-class hotels. The benefits offered by the academy are manifold: Companies profit from top trained employees and employees can seek an academic career by compiling ECTS-points and activate their career in the hotel- and tourism business. The integration into the Bologna system at this level of education is unique in Switzerland. The academy is supported by an advisory board composed of nine five-star luxury hotels from Switzerland and the SWISS International Airlines. As the academy has grown rapidly over the last years, the market position of the Academy needs to be analysed and new markets/customer segments need to be developed.

Abstract: The international air traffic is constantly increasing since several years. Hence, flying turns into a bulk and enables access to new customer groups. Airports take over the part as infrastructure provider. Moreover, airports have also other functions as the time showed. More and more airports function like companies, which are faced with an increased competition, due to cost pressure. This development also raises issues with various interest groups, as airports do not always have positive impacts. Consequently, the public affair strategy of airports is rather essential. One tool for assuring a good relationship among interest groups is sponsorship. So far, Zürich Airport AG has only supported local events regarding sponsorship contributions. However, as the airport is known throughout Switzerland and has a big impact on Switzerland’s economy, it would be convenient for Zürich Airport AG to extend their sponsorship commitment supra regional. The goal of the IBT is to develop recommendations how Zürich Airport AG could improve their sponsorship engagement and evaluate whether an extension of their sponsorship strategy is convenient. This is done by a benchmark analysis, where several sponsorship concepts of different companies are reviewed.

Abstract: Nowadays, the streets in cities are jammed with cars, there is not enough parking space and the environment is strained because of the air pollution. There is need for new, alternative concepts regarding the mobility. Carsharing in different forms, is popular and will probably gain even more importance in the future. Especially business travellers need a possibility to get fast access to cars. Mobility Carsharing is well-known and strongly established in Switzerland. Mobility has already different offers for firms, but nothing yet for individual business travellers. The aim of the paper is to develop a business model for business travellers. This can be business travellers from Switzerland or from other countries. They are in a city for several days and may be in need of a car. The general idea is the placement of a Mobility car in a hotel, where the business traveller is staying. Thus, he has fast and easy access to a car. The various aspects of a business model are covered in the paper. In addition to the development of the business model, several firms and hotels were questioned about the need for such an offer and general interest in partnering with Mobility. The findings show if such an offer has future potential or if there is no need for it.

Abstract: Health case management is a procedure where an employee is helped being reintegrated into the company after an illness or an accident. Swiss International Air Lines Ltd. introduced health case management in 2010. It is the company‘s goal to reintegrate their personnel who cannot pursue the normal job due to physical or psychological reasons. This Bachelor thesis evaluates the current health case management and is looking for ways to improve it. The initial concept has been developed and is now implemented in highly professional ways. To analyse these developments and to find out about opportunities for enhancing the program, interviews were conducted with employees who have participated in the program. External experts were interviewed about the current developments in the field of health case management. All these inputs resulted in recommendations for the further development of the health case management at Swiss International Air Lines Ltd.

Abstract: Due to the fact that the airline industry is a highly competitive market which is currently undergoing a lot of changes, such as technological developments and the entry of low-cost carriers into the market, it is important to differentiate oneself from the competition in order to survive and to be successful. Thereby it is crucial to understand your customers’ needs as well as their expectations. In order to identify the needs and expectations of the customers, this thesis examines the customer journey for Edelweiss Air’s customers in detail. The individual steps from the booking through the after-sales processes are examined in order to find out where further service improvements can be made to satisfy the different customer groups of Edelweiss Air. The research is mainly based on a survey, which was conducted with 459 Edelweiss Air passengers at Zurich Airport, but also on literature research. Based on the results of the survey and the literature research, recommendations for Edelweiss Air are deduced.

Abstract: The mobility management is considered to be an important success factor of an event, as the visitors’ journey is a part of the event and can therefore impact their overall perception of the event. Hence, this paper is focusing on possibilities for optimization within the mobility management, particularly in the area of public transport as it offers the possibility to handle great masses, at large exceptional events organized by Good News. As the mobility management is becoming more complex with an increase in the size of the event and the number of visitors, the paper is focusing on large events, which do not take place on a regular basis, thus there are no consolidated concepts yet. Besides the literature research, expert interviews and an observation have been conducted and based on these findings the recommendations for the Good News Productions AG have been developed.

Abstract: Tour operators as major actors in the tourism industry, play a crucial role when making the tourism sector more sustainable. This thesis deals with communicating sustainability topics to customers with the help of an information brochure in order to sensitise them for sustainable travel behaviour. The purpose of this thesis is to determine key elements when designing an information brochure about sustainability topics for travellers, and to recommend Kuoni Reisen AG, how to implement the brochure design. Literature on sustainability in tourism, sustainability communication and brochure design was reviewed in order to set a theoretical basis for the analysis of existing information brochures and the design of the sample brochure pages, which were a major part of the empirical research. An online survey was conducted in order to gain primary data about interest for sustainability topics in tourism and preferences for layout, pictures and text content with regard to emotional or rational appeals.

Abstract: Kultur ist ein Megatrend und wird für den Städtetourismus immer bedeutender. Events als Teil davon stellen mittlerweile eine wichtige Entscheidungsgrundlage bei der Wahl eines Reiseziels dar. Um Besuchern nebst Sehenswürdigkeiten auch Erlebnisse zu bieten, setzen viele Destinationen auf Eventtourismus. In dieser Bachelorarbeit werden die Wichtigkeit von Events sowie die Auswirkungen auf die wirtschaftliche Lage und das Image einer Stadt evaluiert. Zudem wird das Kulturverhalten in der Schweiz untersucht und die Kriterien zur Positionierung als Kulturstadt werden aufgezeigt. Um die Attraktivität der Stadt Baden als Kultur- und Eventstadt abzuschätzen, wird ein Eventkonzept erstellt. Die bestehenden Events werden analysiert und der Bedarf für ein erweitertes Angebot ermittelt. Anhand einer Online-Umfrage, Experteninterviews und einem Benchmarking mit anderen Schweizer Städten sollen zudem Handlungsempfehlungen abgeleitet werden, um die Positionierung von Baden als Kulturstadt zu stärken.

Abstract: Global Distribution Systems (GDS) facilitate the distribution of airline tickets. The GDS show price and availability of airline seats and allow travel agents to make reservations as well as issue tickets. However, they lack the possibility of offering differentiated products. Consequently, airlines have difficulties in selling certain product components through the agents. Therefore, airlines are trying to increase direct online sales on their webpage. Also other methods have been developed but with minor success. Nonetheless, the International Air Transport Association collaborated with members of the industry to elaborate a new standard which is called the New Distribution Capability (NDC). This Bachelor Thesis highlights the distribution in the airline industry including the pricing management as well as the ancillary revenue. Moreover, the GDS and NDC are emphasized in detail. The literature review is complemented with expert interviews with travel agencies, tour operators and travel management companies. Finally, the expert interviews are analyzed in consideration of the literature and recommendations are given.

Abstract: Events and their economic impact on touristic destinations have become increasingly significant in the tourism industry. The value added and the new flows of money created by the events are particularly important for the economy of the hosting destination. Therefore, event organizers increasingly have to demonstrate the economic merit of an event with an appropriate economic impact analysis. Based on thorough literature research, this bachelor thesis highlights the potential positive and negative effects of events, the general theory of a regional economic impact analysis and the most common methods to conduct an economic impact analysis. Most importantly, this bachelor thesis shows a practical approach to a regional economic impact analysis based on the example of the Zermatt Unplugged Festival. The main objective was to uncover the value added that the festival generated for the tourism destination Zermatt. In order to generate these results, a quantitative survey was conducted with 350 festival visitors and the finances of the Zermatt Unplugged association were analysed.

Abstract: Um einen Event durchführen zu können, benötigt es Know-Ho, Material, Helfer aber auch finanzielle Mittel. Da vielfach diese Mittel fehlen, wird für die Finanzierung auf ein Sponsoring zurückgegriffen. Sponsoring-Engagements kommen vor allem bei Sportveranstaltungen vor und machen dabei den grössten Teil der Gelder aus, welche im Sponsoring investiert werden. In dieser Bachelor Thesis wird das bestehende Sponsoring-Konzept vom slowUp evaluiert. Der slowUp ist der grösste Breitensportanlass der Schweiz und beruht auf dem Prinzip von Entschleunigung. So werden für einen Tag die Strassen für den motorisierten Verkehr gesperrt und für alle anderen Fahrzeuge geöffnet. Sportsponsoring wird in der Literatur sehr breit behandelt, jedoch nicht das Sponsoring eines Breitensport-Anlasses. Mit dem Aufzeigen der Stärken und Schwächen des Konzeptes sowie den durchgeführten Interviews mit den nationalen Sponsoren wurde die Literatur ergänzt. Schlussendlich wurden Verbesserungsvorschläge erarbeitet, welche helfen, das Konzept zu optimieren.

Abstract: China is a new touristic target market for Switzerland and is already delivering satisfying numbers of overnight stays in summer, but the winter months are still hiding potential. Despite the enormous potential, relatively little research has been conducted into attitudes toward travel of potential Chinese outbound tourists to the Swiss Alps. The Chinese outbound tourism is entering its second phase (also known as «second wave»), bringing new opportunities and challenges to destinations and tourism service providers worldwide. At this junction, new and innovative product offers and programmes, designed for Chinese tourists are requested. This bachelor thesis uses the knowledge of eight Chinese skiing instructors, such as detailed expert inputs and elaborates recommendations, how specific offers for Chinese winter guests should look like. Further, it will be explored, based on an extensive literature review, which needs and expectations this second wave traveller has, which steps key players shall take in a destination network and which role the ski school can play in future.

Abstract: A declining number of overnight stays of guests from the traditional source markets such as Germany and Italy as well as the establishment of the destination management in 2006 led to the situation that Engadin St. Moritz decided to attract new source markets. In this process, the Internet provides endless possibilities for marketing the destination worldwide. The website of Engadin St. Moritz offers two different landing pages, which include parts that are culturally adapted according to the source market. This assignment deals with the question, how each market behaves with regard to the information seeking and the booking process. Additionally, it is assessed if it is recommendable to provide different landing pages or if one landing page for all markets is more promising. For answering these questions, different methods are applied such as an analysis of the Google Analytics account of Engadin St. Moritz, a literature analysis and a website analysis. Moreover, a benchmark analysis with the online performance of another Swiss destination management is carried out. Finally, recommendations are developed for improving the online activities of Engadin St. Moritz for addressing guests of the new source markets even more successfully.

Abstract: The development of the internet has led to major changes in the travel industry. More than half of leisure travelers start their travel booking and planning process on search engines. It is therefore no surprise that an increasing amount of tourism companies focus on using the internet, particularly search engines, to their advantage. This Bachelor Thesis analyzes the relevance of search engine advertising for traditional tour operators by examining the practical case of Take it Travel AG. Theoretical success factors are elaborated and used to evaluate the Google AdWords campaigns. Specific recommendations including a measurement plan support the decision making of Take it Travel AG of whether or not to intensify advertising with Google AdWords in the future. Finally, the thesis concludes by using the practical case to generalize the relevance of search engine advertising for traditional tour operators.

Abstract: Bedingt durch die ununterbrochene Verfügbarkeit des Internets für die globale Bevölkerung sowie ihre stetige Weiterentwicklung, wurden das menschliche Verhalten und die Kommunikation stark beeinflusst. Auch die kommerzielle Entstehung und Verbreitung von Smartphones sowie von mobilen Endgeräten hatte ihrerseits eine essentielle Auswirkung auf die Verhaltensstrukturen. So benutzen heutzutage mehr als 80 Prozent der Schweizer Bevölkerung regelmässig unterwegs ihr Smartphone, um nach bestimmten Dienstleistungen und Informationen zu suchen. Aufgrund dessen ist es gegenwärtig für Unternehmen unverzichtbar einen modernen und kundenfreundlichen mobilen Webauftritt aufzuweisen. Die Bachelorarbeit unterbreitet ein Konzept für eine mobile Website hinsichtlich Kundenbedürfnisse und –wünsche in Bezug auf den Inhalt und Design. Diese wurden anhand einer durchgeführten Befragung eruiert. Aufgrund dieser Erhebung können Empfehlungen für einen mobilen Webauftritt der Stiftung SchweizMobil unterbreitet werden.

Abstract: Leisure packages are increasingly used by destinations in order to attract visitors and get them to reside for a minimum of one night. As a consequence this leads to increased competition and a destination must provide unique and special offers to attract visitors. St. Gallen Bodensee Tourism had already provided many different leisure packages. However, in order to further improve their performances and attract especially women, 50+ and families to St. Gallen Bodensee, new packages needed to be developed. The goal of the thesis was thus to develop new leisure packages to attract these three target groups to St. Gallen Bodensee. Moreover, general recommendations regarding a more successful marketing-mix of leisure packages had to be given. A benchmark analysis with comparable cities was conducted, including expert interviews with the cities destination and product managers. In the end, eight new leisure packages and in practice feasible marketing-mix suggestions were derived from the discussed findings of the analysis.

Abstract: Sport events rely on recurring volunteers who provide essential services such as catering and transport and who contribute to a smooth event organization. It is therefore crucial for event organizers to understand the factors that motivate and satisfy existing and potential volunteers. This study aimed at identifying critical motivations and expectations of volunteers at the Engadin Skimarathon and also to identify factors which were related to their satisfaction with the volunteer experience, thereby helping the organizers to address success factors of specific volunteer segments, in particular younger volunteers. While a wide range of literature on motivation and satisfaction factors of sport volunteers is available, limited research has been conducted on the relation between motivation, satisfaction and retention among volunteers at sport events. This study therefore expands the limited scope of literature in this field. The study results were based on a survey among 200 volunteers at the Engadin Skimarathon as well as interviews with volunteer coordinators of the Engadin Skimarathon and with volunteer managers of other sport events in Switzerland.

Abstract: Weintouren erfreuen sich an vielen Orten in der Schweiz und auch in Europa grosser Beliebtheit. Der Weintourismus ist in der Region Bündner Herrschaft und Heidiland noch in den Startlöchern, obwohl der ansässige Wein seit langer Zeit einen guten Ruf geniesst. Wine Tours Switzerland ist ein seit einem Jahr bestehendes Unternehmen, dass sich auf Weintouren in der Region spezialisiert hat. Ziel dieser Bachelor Thesis ist es, das Angebot von Wine Tours Switzerland mit den Angeboten von verschiedenen Weinstrassen und Weintouren im Wallis und im Südtirol zu vergleichen um dadurch Verbesserungsmöglichkeiten herauszuarbeiten. Zusätzlich werden auch Hotelgäste aus der Region zum bestehenden Angebot befragt, um die Wünsche, Bedürfnisse und Interessen aus verschiedenen Perspektiven zu erfassen. Aus diesen Untersuchungen sollen am Ende der Arbeit Verbesserungsmöglichkeiten für das Angebot von Wine Tours Switzerland aufgezeigt werden und somit dazu führen, dass mehr Gäste die Region besuchen und sich für den Wein und die dortige Kultur begeistern lassen.