Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

Abstract: The Chinese outbound tourism market has experienced an incredible growth over the past few years. The main reason for that dramatic change is that the country opened up to the rest of the world economically but also culturally. Apart from that, working conditions and income capacities improved a lot. As a result, the population’s willingness to spend their money for leisure time and luxury goods enhanced. In particular skiing is gaining immense popularity in China. This phenomenon led to significant attention from ski resorts all over the world, including Swiss ski destinations. Also the ski school of Grindelwald now aims to attract Chinese skiers in the future. Since huge differences between the Chinese and European culture exist, this bachelor thesis attempts to assess the success factors and strategic options for grindelwaldSPORTS to attract Chinese people in the future. With the insights from the literature review that focuses especially on the Chinese tourism and ski market, and the SWOT Analysis, including qualitative expert interviews, recommendations have been made.

Abstract: Live communication methods as features of a company’s marketing strategy have grown to become very important. Live marketing events, through goal oriented and systematic event planning, are key sales and image promotion instruments of business companies. Trade shows are live communication events that are part of the MICE segment of tourism. Participating in trade shows is an expensive matter for companies and the logistics account for about one third of all respective expenses. Efficient logistics services play a major role for the success of an exhibitor’s trade show participation. The thesis illustrates the expectations towards a trade show logistics services provider and answers the question of whether Welti-Furrer could establish itself to become a successful player in the Swiss trade show logistics market. In terms of the findings resulting from the literature review and qualitative interviews, the potential of Welti-Furrer has been analysed. Recommendations and a possible strategy implementation for a market entry have been elaborated.

Abstract: Wechselnde Bedürfnisse, steigende Ansprüche und der Wunsch nach mehr Qualität und Innovation seitens der Kunden führen zu einer grossen Herausforderung an die Unternehmen, insbesondere auch an die Schifffahrtsgesellschaften. Diese Bachelorthesis beschäftigt sich deshalb mit der Analyse sowie den Möglichkeiten zur Weiterentwicklung der Schifffahrt im Charter-Bereich. Das Ziel dieser Arbeit ist es, einerseits das bestehende Wissen der Mitarbeitenden hinsichtlich Bedürfnisse sowie Stärken bzw. Erfolgsfaktoren in der Charterschifffahrt zusammenzutragen und zu dokumentieren. Andererseits werden Weiterentwicklungsmöglichkeiten erarbeitet, wobei der Fokus auf neuen Impulsen und innovativen Ideen liegt. Als theoretische Grundlage wird deshalb das Innovationsmanagement mit drei verschiedenen Ansätzen detailliert erläutert. Aufbauend auf dieser Basis erfolgt die praxisorientierte Analyse der Unternehmung, der Umwelt sowie der Konkurrenz. Die gewonnen Daten werden abschliessend für die Schlussfolgerung und die Empfehlungen an die BLS AG verwendet.

Abstract: In 2008, Swiss tourism was hit heavily by the Euro crisis, during which Swiss goods became extremely expensive overnight because the strong Swiss Franc became a safe-haven currency as opposed to the Euro. As a result, the number of overnight stays in 2012 became the same as that of 2000. On the other hand, from 2008 to 2012, Chinese overnight stays increased over 245% and represent the fastest growing customer segment of arrivals in Switzerland during that period. Half of the budget of these Chinese tourists is spent on shopping for luxury goods as they are dominated by a strong gift-buying culture as it is a crucial way to display their social status. The core of this Bachelor thesis is to conduct a Chinese online survey in China to find out how famous perceived and specific values are attributed to Heidi and the Heidi Village. This thesis will cover the various factors why Switzerland is so popular, why Chinese can afford to travel abroad, cultural differences, parallels among Heidi and Confucius, the Story of Heidi, her values, and the exceptional offerings of Heidi Village.

Abstract: Since the market of sport services has become more competitive in the past years and is expected to expand even further, sport associations are opposed to the challenge to find a way how to attract enough members in order to ensure their future existence. Unfortunately also Swiss Wrestling Associations are experiencing that many young wrestlers, driven by different reasons, leave the associations. Besides this, the change in demography towards an aging population, also due to the low birth rates of Swiss women, influences the membership figures of associations negatively. For the reason women with foreign background give in average birth to more children, compared to native Swiss women and the immigrated population in Switzerland increases constantly, the ESV sees potential to increase the membership figures of Swiss Wrestling Associations by addressing the youth with migration background. Therefore this Bachelor Thesis researches possible ways how to increase the participation figures of the youth in Swiss Wrestling, with special focus on the youth with migration background.

Abstract: Customer Relationship Management (CRM) hat für Unternehmen in der heutigen Arbeitswelt einen hohen Stellenwert. Menschen haben eine riesige Auswahl an fast identischen Produkten, weshalb es für ein Unternehmen wichtig ist, mit dem Kunden eine nachhaltige Beziehung aufzubauen. Auch wurde festgestellt, dass das klassische Massenmarketing nicht mehr den gewünschten Erfolg bringt. Die Menschen wollen ihren Bedürfnissen angepasst angesprochen werden. Dies geschieht mit einem guten Marketingkonzept und kann durch ein geeignetes CRM System ergänzt werden. Diese Bachelor Arbeit hat zum Ziel, die Kunden von Sorell Hotels durch angepasste Marketing Massnahmen besser anzusprechen. Dazu werden die verschiedenen Phasen einer Beziehung zwischen Kunde und Unternehmen beschrieben. Weiter werden Massnahmen entwickelt, die auf die spezifischen Kundengruppen zugeschnitten sind. In diesem Zusammenhang wird gezeigt wo das CRM System unterstützend eingebaut werden kann.

Abstract: Seit 2008 ist die Tektonikarena Sardona eines von zwölf UNESCO-Welterben in der Schweiz. Nebst dem Schutz des Naturerbes und dessen Nutzung zum Wissensmanagement, richten sich zukünftige Strategien auf die Förderung der touristischen Nutzung und der daraus entstandenen Wertschöpfung. Ausgehend von der Fragestellung, wie ein touristisches Produkt um das Welterbe aussehen soll, wird innerhalb der Thesis ein Grobkonzept für ein Familienprodukt in der Region Flumserberg erarbeitet. Nebst ausgiebiger Literaturrecherche, werden zur Darstellung der Nachfrage- und Angebotsseite qualitative Interviews mit den Hauptakteuren geführt. Als nächster Schritt werden, mittels einer SWOT-Analyse, strategische Stossrichtungen für den Entwicklungsprozess ausgearbeitet. Basierend auf der geschaffenen Ausgangslage werden als Resultat relevante Kriterien zur Produktentwicklung definiert und anhand eines möglichen Angebots veranschaulicht. Abschliessend präsentierte Erfolgsfaktoren für die Gestaltung von Naturerlebnisangeboten sollen als Empfehlungen für weitere Tätigkeiten dienen.

Abstract: People with disabilities have to face many challenges while they are travelling or visiting an event. Since there are always more and more people with disabilities and as they want to be treated as people without a disability, it is of great importance to define the needs of individuals with disabilities and to adapt the tourism offers and events to this target group. This Bachelor Thesis highlights the definition and different dimensions of disability as well as the accessible tourism value chain. Moreover, a benchmark study with several events for people with disabilities in neighboring countries is conducted to define success factors in the event development for Swiss Handicap. The literature review is supplemented by expert interviews with people with disabilities as well as with representatives of foundations for individuals with disabilities. Finally, a checklist with barriers of every step of the tourism value chain and possible solutions to overcome these problems is created from the findings.

Abstract: Designing brochures in an attractive way is nowadays of high importance due to multiple competitors. Different aspects can be taken into consideration when designing a brochure. The focus may be set on the content or the context. However, only the context aspect was taken into consideration and has been looked from the point of view of advertising psychology. With the help of the knowledge from this field, a set of marketing criteria has been evolved which can also be adapted to different brochures of the partner. This paper is looking at these criteria from two points of view: On one hand, it is looking at what happens within an organism or a consumer, with the help visual perception processes and psychology background. On the other hand it is taking a closer look at the question how to best designing a page in order to ensure a positive consumer reaction. The overall goal of this thesis is to analyse the given brochures of St. Gallen-Bodensee Tourismus. Based on the theory given about the psychological marketing criteria, eye tracking observations have been conducted in order to verify whether these criteria can be agreed upon in practice. With the help of these findings, the brochure of St. Gallen-Bodensee Tourismus, have been analysed. To sum up, recommendations according the improvement of the brochure pages haven been given.

Abstract: During the last 30 years voluntary activities have experienced significant growth. Due to current trends different styles are emerging, among others, volunteer tourism. In the literature, however, a clear consensus about its scope does not exist yet and its difference from volunteering in development cooperation is rather blurry. Also Global Brigades is accompanied by this uncertainty of differentiation. Hence, the purpose of this bachelor thesis is to point out the differences of value creation in development cooperation and volunteer tourism and to determine how Global Brigades’ value creation model distinguishes itself from both. Moreover, out of that recommendations for Global Brigades’ communication strategy are given in order to clearly differentiate it from both. Firstly, literature about value creation in terms of the three fields, development cooperation, volunteer tourism and Global Brigades, is reviewed. Secondly, six expert interviews are conducted. By means of a template analysis the parts are analysed and afterwards conclusions are drawn.

Abstract: The application of satellite navigation systems in order to measure the snow depth of ski runs has open new ways for cable car companies to manage the snowpack on the ski slopes. The production of artificial snow implies high operational and investment costs. However, it is a necessity in a highly winter-dependent region such as Grisons. This paper investigates what has been done in the field of snow management so far and ultimately proposes a cost-benefit analysis based on the experience that Lenzerheide Bergbahnen AG has with Arena Slope Management produced by PowerGIS. The main objective of this dissertation is to economically quantify the saving potential of the application of this technology in the ski resort of Lenzerheide. The paper consists of an introductory part, a theoretical background, the formation of a methodological framework, and ultimately of an analytical part supported by data gathered from the industry’s key figures.

Abstract: In the last two decades, tourism certification has shown growing interest among tourism businesses operating in the mass tourism, sustainable tourism and ecotourism sector. As a consequence of today’s concern on environmental and economic issues, certification is seen by many tourism businesses as a key tool to reduce environmental impacts, save operational costs as well as a good marketing tool. Especially in the accommodation sector, a great number of hotels, lodges, campsites, etc. are certified and use a label, or logo to promote their facility. Thus, the enormous variety of certification programs and labels have resulted in consumer confusion and made the sustainability aspect of a certified product questionable. This thesis aims to provide a critical analysis of sustainable tourism and ecotourism certification. As this sector is relatively large, Ecotourism Kenya’s national certification program for tourist accommodations was chosen to outline potential conflict issues of certification. The thesis is characterized by an extensive literature review, which aims to elicit key aspects and critics of certification. Recommendations for Let’s go Tours on how to handle with certified accommodations are made.

Abstract: Climate change has been called the greatest challenge to sustainability of tourism in the 21st century. A real need for adaptation has been recognised for all tourism players in order to guarantee a sustainable future. However, concrete adaptation strategies hardly exist in the tourism industry. This discrepancy may be explained through the fact that climate change research mainly focuses on a global or regional scale, whereas tourism operators need location-specific information. This thesis seeks to bridge this gap by investigating the vulnerability to climate change of one particular Mediterranean resort – Hapimag, Scerne di Pineto in Italy – which has already faced several challenges connected to climate change. A specific vulnerability model for the resort has been developed based on Turner’s framework for vulnerability analysis. A qualitative multi-criterion indicator approach has been used to determine the different elements of the model. Data was gathered through literature review and expert interviews with climatologists and concerned managers from Hapimag. The data was analysed using a structuring content analysis. Finally, key vulnerabilities were identified and location-specific recommendations for adaptation and needs for innovation to respond to climate change were given.

Abstract: Schweiz Mobil provides the customer online tools like a website with an interactive map, a map-drawing tool and an app. The tools support the customer to plan a trip by non-motorized means of traffic. In order to increase the use of those tools, an enhancement with a view on the customer’s perspective and the characteristics of a touristic product is important. Additionally, trends in online communication are considered and an implementation of new tools is evaluated. Also usability plays an important role in order to comply with the customer’s expectations. Therefore, this topic is treated comprehensively and an own designed usability test is conducted. In order to stay up to date, a view on the competitors has to be considered; consequentially, in a benchmark analysis the online tools of Schweiz Mobil are compared with the relevant competitors. Finally, a service chain analysis reveals gaps, where the customer misses information in order to plan a trip completely.

Abstract: Nowadays many municipalities join and become one destination. This can mean a lot of advantages, as different tasks can be bunched in one office which means the communication is much easier and more unanimous. Furthermore, expenses in different fields can be decreased, when municipalities decided to work together as one. Also the likelihood of duplicity can be reduced. Due to those mentioned facts among others, the upper Engadin decided in the year of 2006 to be one destination, called Engadin St. Moritz. The goal of this merger was to strengthen the value chain, attract more tourists and make the whole region more attractive. Even it was a very good decision to make this fusion, the destination still misses a holistic image and tried to positions itself in the market without avail. Their main wish is to enhance the awareness of the destination name and create a clear positioning. The main goal of this assignment is to find a holistic positioning for the destination and to strengthen this, through specific events. On the one hand, existing events are improved and on the other hand, new events are invented, to reach the goal of a repositioning.

Abstract: The Swiss hostel market is changing from dusty old-fashioned youth hostels into innovative, sustainable budget accommodations. Simultaneously overnight stays are increasing in the lower price segment, leading to the question whether used maritime containers can be re utilized for the Swiss hostel, This Bachelor thesis analyses and compares existing projects made of used shipping containers, describes trends and gives suggestions for further use within the hostel industry or short-term lodging opportunities during events. The main part consists of a situation analysis of the current hostel market in Switzerland, the evaluation of a potential target group through quantitative research as well as the location analysis, focusing on the temporary and flexible use of containers. After a calculation of the costs, profitability scenarios are deducted, demonstrating the financial viability of the project. As a result, specific recommendations will be given to Magellan Container Management Services GmbH.

Abstract: Der Kanton Basel-Landschaft führt ab 2014 eine Gasttaxe ein. Diese soll genutzt werden, um den Tourismus in Baselland zu fördern. Diesbezüglich wurde unter anderem gesetzlich bestimmt, dass einerseits ein Mobility-Ticket, gültig auf dem ganzen Netz des Tarifverbunds Nordwestschweiz, und andererseits eine Gästekarte abgegeben wird. Die Leistungen der Gästekarte sind noch zu bestimmen. Mit dieser Bachelorarbeit werden die zusätzlichen Leistungsangebote erarbeitet. Anfangs wird mittels bestehender Literatur das Wesen einer Gästekarte vorgestellt. Die Erwartungen der unterschiedlichen Gäste, Geschäfts- und Freizeitreisenden, sollen durch Befragung verschiedener Beherbergungsbetriebe ausfindig gemacht werden. Auch die Anliegen der Hotellerie und Parahotellerie können so in die Gestaltung der Gästekarte einfliessen. Mittels Fallstudien zweier Destinationen werden des Weiteren unterschiedliche Gestaltungsmöglichkeiten der Angebotspalette einer Gästekarte vorgestellt. Die Erkenntnisse aus dieser Untersuchung dienen als Empfehlungsgrundlage für die Inkludierung der möglichen Leistungen in der zukünftigen Gästekarte Baselland.

Abstract: The approval of the popular initiative «Stop the excessive construction of secondary homes» led to uncertainties and ambiguous interpretations of the initiative text. The first controversial issue is the term «secondary home». This bachelor thesis explains the term by reference to legal documents and business models. Further the different models of secondary homes will be examined for legality on the basis of existing jurisdiction and the official documents released during the implementation process of the initiative. Besides legality the economic feasibility is inevitable for the future realisation of secondary home projects. Therefore different economic factors of such a project are being assayed. Examples of such factors are different stakeholders like developers, investors, operators and buyers. Eventually the bachelor thesis lists possibilities and considerations for future secondary home projects in alpine tourism destinations.

Abstract: Employers are finding themselves in a changing labour market. Facing generational differences, Swiss International Air Lines Ltd. is confronted with difficulties retaining especially young Cabin Crew Members out of the Generation Y (born 1980 or later). Aim of the thesis is to investigate the reasons for the high fluctuation rates and draw according recommendations. On that account the interaction of the Generation Y’s characteristics related to job specific features, human resources-factors as recruiting, corporate culture and employer branding as well as managerial implications are initially examined in a first theoretical approach. The empirical research is conducted with on the one hand Cabin Crew Members out of this cohort themselves as well as their superiors and on the other hand with external experts. After comparison of theoretical and practical findings, improvement possibilities are deduced.

Abstract: Bucharest is still unknown in Switzerland as a city break destination and no strategy how to market it is existent yet. The aim of this thesis is to examine if Bucharest has the potential to become a city break destination for the Swiss market and to explore a possible strategy how to market it. The basis of the thesis is given by a literature review, which discusses the preconditions of a tourism project. By means of the literature review the potentials and obstacles of Bucharest are explored. In purpose to examine those, expert interviews with people who work locally in the tourism industry in Bucharest were conducted. As a next step a product analysis of the city was made. In reference to the it a target group was established. For the defined target group a tourism package including pricing and promotion was developed. In a last step obstacles in Switzerland and measures to overcome them are discussed. For this expert interviews with travel agencies specialised in Eastern Europe in Switzerland were conducted.

Abstract: Since the service driven markets are growing and the amount of providers with them, it is of utmost importance to deliver the service perfectly to the customers. Hotelplan as a service company therefore needs to make a positive first impression in order to deliver and prove the service quality and to finally build a loyal customer base. This Bachelor thesis aims to find out how the customers of Hotelplan actually perceive the welcoming process and how they would like to be welcomed. The thesis contains three main sections. First, the theoretical part reveals literature concerning consumer behaviour in the service industry. Secondly, in the empirical part of the study, qualitative and quantitative data has been conducted in order to evaluate the perception of the welcoming process and the desired level of the service quality. Finally, the findings of the theory are combined with the practical results in order to give recommendations on how the company can adapt the welcoming process to the customer’s desires while leaving a positive and sustainable first impression.

Abstract: Sustainability can be named as the buzzword of the 21st century. Several researchers describe a growing tendency towards a more sustainable lifestyle. People tend to buy increasingly more sustainable products and services. However, is it also possible that sustainability can count as a criterion for choosing a specific ski destination? This Bachelor thesis tries to examine this question on the example of the Weisse Arena Gruppe, which is a mountain leisure industry located in Laax. Due to the fact that the Weisse Arena Gruppe already created an efficient sustainable concept, which is called Greenstyle, the main goal of this Bachelor thesis is to peruse the potential of this concept in order to support the company whether they should foster the concept more strongly or not. The potential is investigated from two perspectives: Firstly, a closer look on guest’s perception about Greenstlye is held and secondly, two international competitors are compared with the Weisse Arena Gruppe in terms of being sustainable.

Abstract: In a fast-changing world and with the rise of digital media, event organizers have noticed there are huge gaps among the potential audiences of events. Certain people reject modern technologies, while others use it in individually adapted ways and still others, such as young people, are highly familiar with it. It is paramount for event organizers to be able to reach their audiences and ensure it is easy for them to purchase tickets. After consultation with professionals in the field, the research question was determined: Is there a correlation between the promotion, the advertising of an event and the form of acquisition of the ticket? With the aid of a survey, the perception and behaviour concerning the advertising and purchase of an event ticket from the point of view of the event visitor is elicited. The point of view of the suppliers is determined through expert interviews with professionals. The paper brings all the results together and draws possible conclusions. The research reveals the interdependency of ticket media and communication channels and recommendations are given to optimize their use.

Abstract: Expenditures for Sports Sponsoring intentions steadily increased in recent years and so did the demand of companies to sponsor Action- and Freestyle-sports events. On this account, Sports events are popular and effective Sponsorship platforms for firms in order to establish their brand in an emotional and less commercial environment and to get in direct contact with an attractive target group. As the Europe’s biggest Action- and Freestyle-sports event, this paper basically aims to examine and evaluate the currently revised Sponsorship concept of Freestyle.ch. For the purpose of a better and meaningful integration of Freestyle-industry related brands, a holistic approach for the development and implementation of extended and interactive Sponsorship platforms has been worked out. In combination with expert interviews and best practice examples of other major Action-sports events, practical recommendations in conclusion should help Freestyle.ch to successfully implement creative and experience-oriented Sponsorship activities in form of side-events, which are supposed to benefit Sponsors, spectators and Freestyle.ch likewise.

Abstract: Im Zeitalter von hoher Wettbewerbsintensität und –Dynamik gepaart mit dem Phänomen des «Information- Overload» werden immer wieder neue Anforderungen an das Marketing gestellt. Begrenzte Budgets stellen Fragen wie «Wie können effizient Neukunden akquiriert werden?» und «besteht Optimierungspotential bei den bestehenden Werbetätigkeiten?» ins Zentrum. Ziel dieser Bachelor- Arbeit ist es die Marketingunternehmungen der Firma Explora Events AG, dem führenden Organisator von rund Expeditions-, Abenteuer-, Reise- und Ethno-Vorträge der Schweiz, zu analysieren. Es werden die bereits genutzten Marketing-Kanäle auf deren Nutzung und (Kosten-) Effizienz eruiert, deren Gestaltung in qualitativer Hinsicht hinterfragt und die Nachfrageseite mit deren Ansprüchen und Motivationen untersucht um mögliche Anpassungen bezüglich der Angebotsgestaltung zu ermitteln.

Abstract: Sustainability has become more and more important in recent years. This also applies to companies and therefore there is a growing demand for new solutions and procedures to behave more sustainably. One part of these measures is the CO2 emission compensation. Some Swiss companies operate CO2 neutral already and several are working on achieving that goal. This Bachelor thesis should figure out if there is a need for a solution to compensate CO2 emissions directly by paying with credit card. The focus is mainly on flight, hotel and other travel expenses but also other costs could be neutralised with this solution. Regarding this type of compensation only few literature exists and there are also very few products available. The main goal of this paper is to research in this field and to give a conclusion to Diners Club AG, if they should issue a new card product as described before. Additional to the literature research some expert interviews were conducted to receive a better insight into the topic. As a result to these findings, recommendations are worked out for the design of the product.

Abstract: The concept for the event CineRail is based on a combination between open-air cinema and railways – a completely new and innovative idea with no track records. Therefore, the focus of this study was to establish an event-budget with possible solutions for technological challenges in connection with railway systems and open-air cinema technology. This bachelor thesis provides a starting point in the form of event concepts within the required fields, enabling the further realization of this event. Additionally, since the event venue might be located in a touristic region, the proposed location has been analyzed from a destination management perspective. Tourism destinations continuously have to develop their image through marketing and product development and events have become an essential tool for this purpose.

Abstract: Europe’s hotel market is characterized by small- and medium-sized independent hotels. When hoteliers affront themselves with the decision of operating their hotel under a franchise agreement or on an individual basis, several important aspects need to be considered. This bachelor thesis highlights the different reasons that influence this decision and further investigates the choice of an appropriate franchise affiliation in the specific case of the new Holiday Inn Express in Affoltern am Albis. Besides creating clearer differentiation through brand power, strategic cooperation can be formulated in order to compete successfully with competitors. In particular, the concept of cross-marketing and the specific premises that need to be fulfilled in order to achieve a win-win situation will be discussed. Finally, valuable recommendation shall be given on how cross-marketing may be implemented in order to contribute to the successful market positioning of the Holiday Inn Express after its opening in October 2013.

Abstract: Die Nachhaltige Entwicklung wird für Unternehmen im Tourismus immer mehr zu einem Wettbewerbs- und Qualitätsfaktor. Trotzdem fehlt in vielen Unternehmen noch immer eine strukturierte Nachhaltigkeits-Strategie. Diese Bachelor Thesis untersucht das Verständnis und den gegenwärtigen Stand der Bemühungen relevanter Partner von Bern Tourismus bezüglich Nachhaltigkeit sowie die Motivation für weitere Entwicklungen in diesem Bereich. Ziel ist es, Ansatzpunkte für Bern Tourismus zu generieren, welche in einem Event zur Sensibilisierung für Nachhaltigkeit aufgegriffen werden können. Die umfangreiche Literatur zur Nachhaltigkeit hat den theoretischen Rahmen definiert, um die ganzheitliche Theorie der Nachhaltigkeit zu erklären. Diese stellt einen wichtigen Teil bei der Sensibilisierung der Partner von Bern Tourismus dar. Zusammen mit den Resultaten aus den Experteninterviews wurden daraus Empfehlungen für Bern Tourismus abgeleitet.

Abstract: Nowadays, approximately one quarter of the Swiss population is affiliated by a voluntary membership in one of around 20’000 existing sports clubs. These impressive figures underline the great importance of sports clubs as the main provider of organised sport in Switzerland. However, as a result of the overall social development and perceivable modification in values, the society’s needs and expectations towards sports clubs have changed significantly in the past years. This fact leads to the emergence of various challenges sports clubs are confronted with. Hence, the aim is to conduct a current-state analysis about four traditional sports club in Chur, which have a considerable sport-political importance according to their membership figures. Derived from this broad data basis a catalogue of practical measures was established to enhance the degree of professionalism in club management. Furthermore, the thesis attempts to identify the critical focal points that could be eliminated by assistance of the local office for sports.

Abstract: Destination organisations face the challenge to provide service information in a positive picture that convinces potential guests. At the same time their job is to deliver accurate information that fulfil the information needs of decided guests, booked guests and the guests at the destination. Tourists consult divers information sources during their customer journey. In this paper the customer journey regarding a destinations› content is studied. The goal is to reduce the flood of information by optimising offline communication touchpoints in the destination Engadin Scuol Samnaun. The elimination of redundant print advertising products and the development of a more efficient offline-communication concept in unison with online communication channels is aimed. The results of this thesis are based on mostly qualitative research and provide concrete recommendations for Engadin Scuol Samnaun on how to improve their offline-communication concept.

Abstract: Designing marketing strategies and creating a marketing mix according to the respective product or service are some of the most essential issues an organization has to deal with. Addressing the right customers with the right instruments is crucial. For this reason, the Parkhotel Gunten is wondering whether and how new and younger guests can be reached. This bachelor thesis investigates how the desired customer group can be segmented and determines the segment which is most adequate for the Parkhotel. What is more, it deals with the different traditional marketing tools in order to find ways to reach the ideal additional guest segment. Since the trend of social media is constantly increasing, the thesis highlights the significance of social media marketing as well. The literature review is supplemented by a quantitative online survey and expert interviews, whose results were analyzed and discussed in order to delve deeper into the thesis’ subject. Finally, recommendations for the Parkhotel Gunten are deduced from the findings.

Abstract: Swiss winter destinations face harsh competition arising through globalisation and other variables. Diversity and adaptation of products and services offered in winter sport destinations is the most crucial factor for assuring prolonged success. It is therefore the aim of this study to explore and critically assess gender-related differences in regards to expectations, perception, evaluation and demands of alpine winter sport offers. Women in particular are at the centre of attention in this thesis, since female needs and preferences are a central issue in a more pointed consideration of the design and selection of future products and services. Due to the lack of research done in the field of gender analysis in the winter leisure industry, the task was evaluated in an explorative method consisting of three expert interviews, secondary data and a qualitative online questionnaire. At the end, recommendations based on the findings were given for the Weisse Arena Gruppe.

Abstract: In an environment of increasing competition, product substitutability and growing customer demands, destination branding has become an intensively discussed topic in the context of destination management. Consequently, concepts which originally had their roots in traditional product branding are now also being increasingly applied in tourism branding. This also includes the concept of brand architecture. Despite its augmented practical implementation, there exists a significant lack of research regarding brand architecture in the context of destination branding. The purpose of this bachelor thesis therefore is to transfer the theories of brand architecture out of classical product branding to destination branding and to develop a brand architecture concept for the tourism in the canton of Schwyz. Supplementing an in-depth literature review, a multi-methodological research approach combines quantitative visitor surveys and qualitative stakeholder interviews and thereby allows a holistic evaluation of the existing tourism brand portfolio of the canton of Schwyz and the derivation of concrete implications for the design of a new brand architecture concept. Based on the research results, specific recommendations for Schwyz Tourismus are given at the end of the paper.

Abstract: Workplace Health Management plays more and more a vital part in today’s companies for the purpose of placing special emphasis on the human capital – the employees – and not lastly to be an attractive employer. All supervisors fill an important role in this process since their task is to maintain daily interaction with their subordinates and to keep them healthy and motivated with a particular positive leadership style. This bachelor thesis aims to investigate to what extent leadership competencies have an influence on sickness absences and job satisfaction. Different behaviors of leadership are analyzed and connected with the impact on employees’ health. Literature suggests that an appreciative guidance and mentoring skills have an indirect influence on the reduction of sickness absences and increasing satisfaction. The case study examines if high leadership competencies feature lower numbers of sickness absences per full time employee and higher employees’ job satisfaction.

Abstract: Adventure tourism is globally a rather new and fast growing niche, as tourists are moving away from mass tourism toward seeking holidays that offer a more authentic and individual experience. This movement provides an opportunity for the South African tour operator Drifters to increase its adventure tour sales in Switzerland. Thereby, the aim of this bachelor thesis is to develop a suitable market entry strategy for Drifters into the Swiss travel market. After having a closer look at the tour operator’s company, relevant literature is reviewed to receive a theoretical basis. Furthermore, both quantitative and qualitative research methods are applied by using secondary data from Drifters, doing a competitor analysis, distributing a questionnaire among potential Swiss customers and conducting five interviews with experts from the field of tour operators and travel agencies. After analysing the collected data, the findings are then compared to the existing literature. Finally, based on the drawn conclusions a suitable market entry strategy for Drifters into the Swiss travel market is developed in the form of a marketing plan.

Abstract: Almost all of today’s professional sport clubs have an engagement of an alcohol beverage sponsor, which is a controversial discussed topic. Because it is often argued that alcohol and sport do not fit together. Depending on the sponsoring engagement with the club, the sponsors have different rights for the communication utilization and the presence in and around the arena and during the games. And not only the spectators, but also the junior players are exposed to these logos, symbols and brands. Therefore, the goal is to research, what impact these sponsorships have on the sponsoring awareness of the junior players of the clubs, with a specified focus on the alcohol beverage sponsors.

Abstract: Peak and off-peak periods are important to differentiate when operating a restaurant. Peak periods have a high customer turnover especially during lunch- and dinnertime, whereas off-peak periods have a low customer frequency. The aim of this thesis is to find different ways to increase revenue at off-peak periods and boost frequency by means of pricing and promotion at the restaurant Santa Lucia Teatro. Different characteristics of revenue management as well as possible tools for pricing and promotion strategies are analysed. In-depth literature research regarding revenue management as well as a competitor analysis in the close environment was conducted. A customer survey helps to evaluate customer’s expectations and behaviour. The impacts of pricing and promotion tools are explained and analysed based on a one-time price reduction in April 2013. The frequency of customer as well as RevPASH in the month April was evaluated. As a result recommendations to the Santa Lucia Teatro are provided.

Abstract: Zürich Flughafen AG is regulating new airport charges for the period starting from the year 2014. Hence, the operator of Zurich Airport is interested in knowing how price sensitive their passengers are and how airport charges are perceived in general. It is thereby focused on the specific part of passenger-related airport charges that normally represent a part of the total airfare. The review of existing literature reveals that not much research has been conducted so far concerning the specific part of passenger charges. Therefore, new empirical data is raised with a quantitative research approach. 178 passengers participated in the survey that took place directly at the gates of Zurich Airport. For the measurement of price sensitiveness of passengers, the concept of price elasticity of demand is applied. Further, passengers’ buying behaviour is incorporated in order to analyse the collected data. Finally, outlines of the present situation as well as recommendations for Zürich Flughafen AG are given.

Abstract: There is a lack of perception of the Latin American countries in the German speaking part of Europe, more specifically Germany and Switzerland, compared with South-East Asia, which arises the question why? In order to answer to such question a perception is being analysed from the travel trade media point of view of two magazines, «fvw» and «travel INSIDE». The thesis highlights the importance of the consumer behaviour process when choosing a destination as well as the impact the mass media has over tourists in the pre-purchase stage, particularly from the magazines perspective and the use of advertising proceeding mainly from travel agencies and tour operators. Moreover, the information available in the literature regarding the Latin American countries and the participation of public and private sectors in the development of the local tourism throughout the years is explained and identified. Also, an analysis of the South-East Asian market is performed to understand the differences regarding the impact both destinations have in Germany and Switzerland for they offer similar touristic products as well as the travel distances to the regions are also similar. A lack of literature was encountered regarding the presence of the Latin American countries in the travel media and the impact it could have in tourism compared with South-East Asia. Therefore the main objective is to fill this gap. Complementary to the literature review there is also an expert interview and the analysis of a whole year of publications of two magazines that cover the German and Swiss market to understand how the travel media works, under which choice are the articles published and what is lacking in the Latin American countries that could improve their presence and position in Germany and Switzerland.

Abstract: Most of the overnight stays in the region of St.Gallen-Bodensee Tourismus are generated by business tourists. To strengthen the leisure segment, and further to increase overnight stays, the idea came up to convert initial business guests to future leisure tourists. Although plenty of literature about business travellers exists, only few investigated into the conversion of business guests to leisure tourists. This IBT attempts to give an overview about the existing literature and to gain further opinions about a possible conversion by interviewing destination marketing organisations and independent experts. Moreover, an analysis of leisure offers in six different cities has been made, in order to gather information about the potential of different leisure offers in attracting business tourists as leisure guests. Out of this analysis, the most promising leisure offers have been concluded. Finally, recommendations concerning promotion possibilities for St.Gallen-Bodensee Tourismus, including cross-selling and packaging, are given.

Abstract: Online marketing is changing very rapidly, so rapidly that it is a challenge to catch up the pace of this change. Especially for small organisations it is difficult to deal successfully with online marketing issues. Small alpine destinations like the «Elm Ferienregion», on the one hand mostly have a very limited marketing budget and on the other hand scarce personal resources incorporated with lacking knowledge in the field of online marketing. Those facts pose a threat to make wrong decisions or taking inappropriate measures. Besides the difficulties in choosing the right instruments it is also a challenge to make use of the inherent advantage of the excellent measurability possibilities of online marketing instruments. These two facts are enormously challenging for small destinations, which need to decide very carefully on every investment they make. With this thesis small alpine destinations receive a proposition and some very clear facts of how to proceed with their online marketing.

Abstract: Revenue management is often defined as the application of information systems and pricing strategies to allocate the right capacity to the right customer at right place at the right time. Initially developed by the airline industry, revenue management has nowadays been adopted by most hotel chains and a growing number of individual hotels. Significant increases in revenue were reported as a result of introducing revenue management by various industrial professionals. The purpose of this bachelor thesis is to evaluate how major individual Swiss hotels manage their revenue. This involves on the one hand the application of revenue management techniques and on the other hand their implementation. Additionally individual experiences of the hoteliers with applying revenue management are identified. The obtained results are based on semi-structured interviews with ten hotel managers within seven individual hotels. A critical literature review of selected literature builds the foundation of the research.

Abstract: The first class business hotel Marriott has successfully positioned itself as one of the leading hotels in the luxury segment of the city. However, the Zurich hotel market is rapidly changing and an exceptional growth in supply until 2017 will severely challenge the hotel’s current position. Resulting from the estimated development, the objective of this bachelor thesis is defined to suggest a concept, including appropriate measures within the 4 P’s of marketing, which aim to secure the hotel’s present position. In order to provide suitable suggestions, an in-depth environmental-, market- and company analysis is carried out, consisting of secondary desk research, complemented by primary data established through expert interviews. Finally, the findings from the analytical part, in combination with the theory from the incipient literature research, represent the basis for the proposed concept.

Abstract: Bestehende Studien über Auswirkungen von einmaligen Sportgrossveranstaltungen wie Welt- oder Europameisterschaften befassen sich hauptsächlich mit der Beurteilung von wirtschaftlichen, ökologischen, immateriellen oder sozialen Effekten auf den Veranstaltungsort. In dieser Arbeit wird jedoch aufgezeigt, inwiefern wiederkehrende Sportanlässe beeinflusst werden. Es wird dargelegt, wie wiederkehrende und einmalige Sportanlässe gegenseitig voneinander profitieren und Synergien nutzen. Dafür werden die wichtigsten Bereiche für die Durchführung eines Events analysiert wie zum Beispiel die Infrastruktur oder das Personal. Als Resultat werden Modelle abgeleitet, welche anhand des Fallbeispiels Ski Alpin WM 2003 und 2017 sowie dem jährlichen Weltcup in St. Moritz getestet werden. Schweizer Sportevents kämpfen vermehrt mit Herausforderungen wie der Finanzierung, dem Konkurrenzdruck, gesteigerten Auflagen oder bald überholter Infrastruktur. Diese Studie zeigt auf, wie die Situation der Sportevents durch eine Zusammenarbeit zwischen einmaligen und wiederkehrenden Veranstaltungen verbessert werden kann.

Abstract: In the last couple of years a negative trend has been detected concerning the sportive activity of children in Switzerland. In the Bachelor thesis this trend is being counteracted in a small scale, namely the city of Chur, by introducing a new physical environment, the Pumptrack in schools. A Pumptrack is a round course used especially by mountain bikers to improve their riding skills and endurance. Since October of 2012 the city of Chur is in possession of one at the playground Segnes. With the help of expert interviews, teacher questionnaires and a field study at the end, involving two school classes testing the Pumptrack within a 90 minute sports class, the thesis is trying to find out the best possible way to involve Pumptrack biking in school sport. The school is the best channel to reach the biggest pool of children and was therefore chosen to serve as a distributor of the program. In the end a recommendation is given to how schools can integrate the Pumptrack the best possible way in order to encourage as many children as possible to involve in this sport.

Abstract: The purpose and intention of the Outdoor Training Academy GmbH is the motivation and development of managers through outdoor activities. In order to broaden the customer and revenue base the company is planning to expand its product range by acquiring offroad vehicles like Buggies. The overall scope of this Bachelor Thesis is to make recommendations whether the implementation of Buggies is going to meet certain financial and social goals. The thesis consist of three main parts. Firstly, the contemporary literature on leisure time and outdoor recreation were examined. The findings and results have then been implemented in the feasibility study, which covers the four fields product/service, industry/market, organization and finance. The business idea has to pass all analysis in order to be viable in the market. In the final stage the results of the quantitative online survey were interpreted and also integrated in the analysis part.

Abstract: Due to environmental and sociocultural issues, alpine tourism destinations are in a process of change. A responsible handling of the given resources as well as sustainable development is being aimed for. Trends in alpine tourism are leading to strengthening of summer tourism. For the canton of Grisons and particularly for Flims-Laax-Falera the bike sport became very important in the last few years. As a further product of the biking offer and as a method to increase and preserve the quality of the destination Flims-Laax-Falera an approach to eco-friendly mobility is proposed. Thus additional value for guest and locals, animals and the nature can be generated. The goal of this approach is to form a healthy, easy-going and ecological way of mobility. A concept for further e-mobility devices is intended. The aim of this thesis is to analyse the potentials for e-mobility in the alpine destination Flims-Laax-Falera. A case study, key informant interviews and a strength and weakness profile is conducted in a qualitative manner. Potentials are assessed and success factors and pitfalls of e-mobility devices within this alpine destination are presented.

Abstract: This Bachelor Thesis investigates the tourism sector’s potential to provide integration possibilities for people with disabilities. These people are often not only handicapped by their impairment but to an equal amount they are disabled by their environment. Therefore, barriers need to be minimised or removed. As most of the existing literature highlights physical barriers, travellers with mental disabilities are often not served by adjusted environments. Moreover, there is only little scientific research on travelling with people with mental disabilities. Therefore, the main objective of this work is to provide insights into what travelling with mental disabilities means and how tourism could contribute to integration. By doing so, a case study is made by analysing the Swiss association insieme Horgen known for its leisure- and travel-programme for people with mental disabilities. In order to give insights into the perspective of travellers with mental disabilities interviews with carers of insieme as well as with people with mental disabilities have been conducted. To conclude, recommendations are presented based on the findings.

Abstract: The end phase of lodging establishments in Switzerland is gaining in importance. This is mainly due to the shifting market conditions, the strong Swiss franc and the second home initiative. Especially small hotels will have a hard time to withstand the competition. Nevertheless the exit phase of lodging establishments is an unexplored topic. This Bachelor thesis has the aim to compile economical, social and emotional measures that have to be considered when closing a hotel. These general measures are obtained through a discussion between the theoretical basis and the qualitative expert interviews. In a last step the acquired measures are applied to the event hotel «Kurhaus Lenzerheide», which is facing closure in two years.

Abstract: Sustainability has become an important term in today’s world and also in the events industry. This is due to the fact that events have not only positive effects. Their impacts on the environment are mainly negative. But nowadays more and more festivals are implementing measures to reduce negative impacts and to enhance their sustainability. So does the Greenfield Festival (GF). This Bachelor thesis examines the sustainability of the GF. Since sustainability is comprised of a sociocultural, ecological and economic dimension, these three aspects are regarded within the analysis of the situation of the GF. The literature review is complemented by an online survey to explore the social impact of the GF on the host population. A benchmark analysis is done to identify the ecological situation. Furthermore, the spending behaviour of the festival visitors is investigated by an online survey to gain some information about the economic impact. Finally, recommendations for the GF are developed from the findings.

Abstract: The purpose of the thesis is to identify whether the issue of sustainability is relevant to fairgrounds in Switzerland. Furthermore it proposes recommendations for the company BERNEXPO that, according to the literature and findings, are demanded by different actors of the trade show market. Firstly, different fairgrounds were looked at in order to identify what they already do in the area of sustainability. Additionally, expert interviews with different actors of the trade show industry were carried out. The research gave insight that sustainability is desired from these different actors of the trade show market. It also shows which benefits are derived by applying sustainable measures at a fairground. Moreover it provided information how sustainability can be applied in general and whether a sustainability certificate would bring a strategic advantage for a Swiss fairground. The conducted interviews helped to make recommendations for the company BERNEXPO and its future.

Abstract: The Tourism industry especially the hospitality segment is not known for offering the most favourable working conditions; irregular and long working hours accompanied by comparably low wages are what pops up in one’s mind. However especially in the service industry employees are crucial for the success of a company as they are the ones delivering the service and therefore determining whether the guests are satisfied or not. This paper highlights on the situation of the employees in the hospitality industry from three points of view: the customer, the employees and the employers. This is done with a literature review on aspects like work motivation, the connection between employee and guest satisfaction and the importance of the employees for the economic success of a company. The theory is followed by qualitative field research. Therefore different employees, employers and other experts have been interviewed. In the end the findings from both parts are combined in order to answer the two research questions: Are the current working conditions in the Swiss hospitality industry, an opportunity or a threat for a sustainable development of the sector? and «Is the current L-GAV appropriate or is there a need for adaptation, to fulfil the needs of the different interest groups under different economic conditions now and in the future?»

Abstract: Das Zürcher Unterland ist weitum bekannt als neblige Region mit viel Fluglärm. Was diese Region aber touristisch zu bieten hat, können sich viele gar nicht vorstellen. Der Verein Standort Zürcher Unterland, welcher für die Förderung dieser Region zuständig ist, möchte im Bereich Tourismus eine Organisation aufbauen, die genau dieses Image des Zürcher Unterlandes aufbessern soll. Die Bekanntheit der Region soll gefördert und die Wahrnehmung verbessert werden. Die Idee besteht darin, eine dezentral vernetzte Tourismusorganisation zu schaffen, die aus einer zentralen Stelle besteht und zusätzlich in jeder Gemeinde der Region über ein lokales Tourismusbüro verfügt. Diese Bachelorarbeit beinhaltet nun eine Anleitung, die dem Standort Zürcher Unterland aufzeigt, welche Tätigkeiten zu erledigen wären um diese Tourismusorganisation erfolgreich aufzubauen. Die Studie legt in einer Sollanalyse fest, wie eine Organisation im Idealfall aussehen würde und vergleicht dann diese mit der bestehenden Situation. Sie zeigt Möglichkeiten auf, wie die Organisation die Wahrnehmung verbessern kann und sie gibt verschiedene Vorschläge, die Gemeinden der Region untereinander zu verbinden. Durch Interviews mit zahlreichen Vertretern der partizipierenden Gemeinden konnten die Stimmung und Eindrücke der betroffenen Personen herausgehört und erfasst werden. Oftmals haben diese Gespräche den Ausschlag für eine bestimmte Aufgabe für die Organisation gegeben. Da die Themen Destinations- und Organisationsmanagement schon weitgehend in der Literatur behandelt sind, konnte der empirische Teil sehr gut auf theoretischen Ansätzen aufgebaut werden. Ziel der Arbeit ist es, dem Standort Zürcher Unterland eine Hilfestellung für den Aufbau der dezentral vernetzten Tourismusorganisation zu bieten.

Abstract: The introduction of the Internet in the travel and tourism industry resulted in a highly competitive market. In particular traditional travel agencies are affected as the Internet led to the development of online travel agencies as well as the possibility for travel service providers, such as airlines, to offer their travel products and services directly over the Internet. Although many traditional travel agencies adapted to these changes in information and communication technology by, for example, establishing their own web site’s with online booking possibilities, some are reluctant to focus so much on the Internet. Therefore, the aim of this bachelor thesis is to analyse how traditional travel agencies can still survive without focusing on the World Wide Web. Thereby, the expectations and perceptions of travel customers are examined in order to get an understanding if traditional travel agencies are still seen as a valuable intermediary in the travel distribution channel. Furthermore, the booking patterns of travel customers are analysed in order to determine when exactly traditional travel agencies are included in the booking process. Moreover, the key success factors of traditional travel agencies are analysed as well as the threats and opportunities which they might face in the future. Altogether, findings can be deduced in order to determine how a traditional travel agency can still survive without focusing on the Internet.

Abstract: Every time companies organize a seminar which takes place in an external location, research needs to be done to find an adequate venue. In order to diminish the research and reservation task, online booking services for seminar locations were introduced into the market. Online booking services present an extensive assortment of venues, aid to find an appropriate seminar location according to their needs, provide an overview of costs and offer discount prices. All these benefits are free of charge. One would think this is an attractive offer for every company. Nevertheless, for the booking services it is hard to gain new customers. Therefore, the aim of this bachelor thesis is to investigate how companies proceed when they book seminar hotels, and why some are disinterested in the booking services. Consequently, a literature review and a questionnaire were conducted so that the companies’ booking habits can be examined and recommendations can be given on the future course of action of Outdoor Dreams GmbH.

Abstract: Volunteer tourism is one of the fastest growing niche markets within the international tourism industry. The increasing number of providers of volunteer tourism offers and the almost unregulated market have led to criticism and negative impacts on the participants as well as on the host community. Intermundo, the Swiss umbrella organisation for cultural youth exchange, stands up for clear guidelines when it comes to programmes with a voluntary work component. The aim of this paper is to develop holistic quality criteria for the programmes of Intermundo’s member organisations to differentiate their offers from those, which are managed in a less responsible way. After a comprehensive literature review that covers the current fields of research on volunteer tourism, several interviews with experts from related fields of study are conducted for the development process of the quality criteria. Finally, the recommendations for action to achieve a more beneficial and holistic volunteer tourism product are presented.

Abstract: Effective communication takes place throughout the internal and external oriented activities of a hotel. Communicating market leadership but requires in particular the catenation of all communication channels to represent an authentic image to all external and internal stakeholders. But as the modern luxury guest expects this from any 5 star hotel, ways have to be found to effectively enable guests to draw distinction lines between luxury hotels that offer the same core product on first sight. So the aim of this thesis is to develop marketing goals and strategies, which allow the St.Regis to communicate subjective market leadership in the high priced room segment sustainably. These recommendations have been done based on the findings of a brand image assessment as well as on the insights gained from seven in-depth expert interviews.

Abstract: Special Olympics Switzerland is a Swiss non-profit organization dedicated to people with intellectual disabilities. Although the foundation was established nearly 20 years ago, it is still an unknown organization for many people. However, brand awareness is of crucial importance in order to attract potential sponsors, volunteers and to promote acceptance and integration of intellectually disabled people. A prior literature review of this Bachelor thesis provides the basis for a profound understanding and furthermore sheds light into the topics of brand awareness in the context of a non-profit organization. Subsequently, a quantitative survey was conducted to determine the organization’s current degree of brand awareness among a target group of sports interested people and potential volunteers. Moreover, an analysis of the organization itself was carried out, which was finally summarized in a SWOT matrix. In consideration with a case study of a well-established non-profit organization combined with the findings from the analytical part, an auspicious strategy to increase public attention was ultimately developed.

Abstract: In October 2013 the annual Adventure Travel World Summit (ATWS) will take place in Namibia. The yearly event, organized by the Adventure Travel Trade Association (ATTA) representing a global community of more than 800 members, aims to support the creation of sustainable adventure travel markets. To accommodate the ATWS is seen as a chance for the destination to market its touristic products, to shape its image as an adventure travel destination and to offer the local inbound operators the opportunity to establish valuable business contacts. This bachelor thesis aims to reveal in what way the summit could be beneficial for the community-based tourism (CBT) in Namibia. To get a holistic understanding the literature review gives information on the concept of CBT in general and the current status of its development in Namibia. For assessing the possible impacts of the event a qualitative survey has been conducted with members of the Namibian project, with regularly attending tour operators and with Switzerland, who hosted the ATWS in 2012. The different findings have been discussed in relation to the literature review and in relation to each other to anticipate chances and constraints the ATWS brings to Namibia’s tourism industry with focus on CBT.

Abstract: Vegetarianism seems to become a trend more and more and vegetarian or vegan alternatives in restaurants, cafeterias, retirement homes or supermarkets are more often present. As events and especially trade fairs serve as modern and interactive communication tool MESSEN WEINFELDEN was wondering if the need and potential for a vegetarian trade fair in Switzerland exists and furthermore, how people could be attracted to such an event as not only vegetarians but also non-vegetarians would be targeted. This Individual Bachelor Thesis consists of the following five main parts: introduction into the topic, literature review of human food choices, omnivorism, vegetarianism, and communication and motivation theories, qualitative research and its results, the discussion and finally a conclusion including recommendations for the First Vegetarian trade fair in Switzerland is given.

Abstract: Die Schweizerischen UNESCO-Welterbestätten haben alle eine Gemeinsamkeit: die Herausforderung, ihre Werte gegenüber ihren nutzungsorientierten touristischen Leistungsträgern richtig zu kommunizieren, um diese mehr zu sensibilisieren. Im Rahmen dieser Bachelorarbeit wird auf die verschiedenen Kommunikationstheorien sowie auf ein richtiges Stakeholdermanagement eingegangen. Um das aktuelle Kommunikationsverhalten innerhalb der Welterbestätten ermitteln zu können, wurden verschiedene Akteure der einzelnen UNESCO-Labelträger zu ihrem aktuellen Umgang und Kommunikationsverhalten mit ihren jeweiligen Leistungsträgern qualitativ befragt. Anhand der Theorien, den Resultaten der Interviews sowie den Erfahrungen von externen Kommunikations-Experten sollen dementsprechend Kommunikations-empfehlungen entwickelt werden, welche die einzelnen Welterbestätten hinsichtlich der Sensibilisierung und der Wertevermittlung im Umgang mit ihren touristischen Partnern künftig einsetzen können.

Abstract: Immer mehr Veranstaltungen und Events konkurrieren sich um wenige finanzstarke Sponsoren. Einer Konkurrenz, der auch der FC St.Gallen ausgesetzt ist. Entsprechend wichtig für den Traditionsverein ist es, Sponsoren langfristig an sich zu binden. Das Ziel dieser Bachelorarbeit ist es herauszufinden, welche Kundenbindungsmassnahmen im Sportsponsoring für eine langfristige Partnerschaft zwischen Sponsor und Gesponserten nötig sind. Dies geschieht anhand von Recherchen in der Literatur, einer Ist-Analyse des Vereins, sowie einer praxisbezogenen Befragung der aktuellen FC St.Gallen-Sponsoren. Die gewonnenen Erkenntnisse fliessen anschliessend in die Ausarbeitung von Handlungsempfehlungen zuhanden der FC St.Gallen Event AG.

Abstract: Meetings play a crucial role in every business. People need to discuss certain things or just spend some time together to enhance teamwork. Nowadays, modern technology supports the communication between employees. Nevertheless, managers are aware of the fact that nothing is more effective than face-to-face communication. This highlights the market potential of offering a meeting and convention venue. In addition, meeting and conventions show a different seasonality than vacations. This fact makes it interesting for hotels because it is one option to fill their rooms during low season. Therefore, it is a possibility to increase the occupancy rate and the revenue of the Lofthotel. During the assessment of the Lofthotel and its existing products, the lack of an offering that includes the seminar component as well as a social program was discovered. This Bachelor Thesis provides event samples that fill this described gap. As a consequence, the developed event samples comprise meeting session as well as various activities that enhance the teamwork of the participants and provide a memorable experience. All in all, these proposals state a possibility of increasing the revenue of the Lofthotel in Murg.

Abstract: Weiterhin steigt die Zahl von Menschen mit Behinderungen und von daher sind die Anforderungen an einen barrierefreien Tourismus ebenfalls gestiegen. Diese Bachelor Arbeit zeigt zum einen auf, welche Barrieren es gibt für Menschen mit Behinderungen wenn sie verreisen wollen. Zum anderen betrachtet sie die Problematik bei Reisen für Menschen mit geistigen Behinderungen. Ferner wird erforscht, welche Bildungseffekte für Menschen mit geistigen Behinderungen auf Reisen entstehen können. Da die Literatur dieses Phänomen noch nicht ausführlich erforscht hat wird versucht an Hand von Reisen der Bruderhaus Diakonie dies zu untersuchen und so diese Lücke in dieser Forschungsarbeit zu schliessen. Dafür wurden Interviews mit Menschen mit geistigen Behinderungen durchgeführt welche schon auf mindestens einer Inklusionsreise nach Tansania dabei waren, analysiert und interpretiert. Zusätzlich wird durchleuchtet welche Auswirkungen Tourismus auf eine Region in einem Entwicklungsland wie Tansania haben kann.

Abstract: The Generation Y is coming. As the Baby Boomers retire and the young professionals known as the Generation Y enter the working environment, many companies are facing problems, which is caused by this generational shift. It is said that this generation differs widely from their predecessors. Therefore, the young professionals will bring in a new style and perspective to the workforce, forcing organizations to adapt. This bachelor thesis explores the challenge of attracting, leading, and retaining the Generation Y while meeting their needs and expectations in order to make a company a place where young people want to stay. The main goal of the thesis is to develop a concept for travelwindow AG, an online travel agency located in Zurich. The research paper consists of a literature review that provides basic knowledge in order to put the empirical part into context, which comprises a survey with 170 students, in-depth interviews with the company heads of three different firms, and lastly a survey conducted with the workforce of travelwindow itself. Finally, recommendations for travelwindow are deduced from the findings.

Abstract: Inszenierung wird heutzutage immer wichtiger. Die Möglichkeiten und Chancen für eine Unternehmung, die sich aus der Entwicklung der multimedialen Medien ergeben sind enorm. Das Ziel dieser Bachelorarbeit ist es die Wichtigkeit und Wirkung von medialen Inszenierungselementen am Point of Sale aufzuzeigen. Diese Auswirkung der multimedialen Medien soll am Beispiel einer Messe untersucht und analysiert werden. Mittels einer qualitativen Analyse durch Beobachtungen und Expertenbefragungen soll unter anderem folgende Hypothese verifiziert werden: «Eine gezielte Anwendung einer optimalen Kombination von multimedialen Medien und Inszenierungselementen im Bereich Bild und Ton führen zu einem finanziellen Erfolg der Unternehmung». Die ganze Arbeit nützt allen Unternehmen, die an einer Messe multimediale Medien nützen oder installieren. Vor allem ist die Arbeit an Unternehmen gerichtet im Luxusindustriebereich wie zum Beispiel der Baselworld.

Abstract: A major sports event, such as the Audi FIS Ski World Cup – Lenzerheide with around 30’000 participants, has often unavoidable environmentally impacts. Because of the awareness, how important an intact environment is for the destination Lenzerheide, the organization committee wants to minimize these impacts as low as possible. Therefore, this Bachelor Thesis highlights suitable measures to improve the environmental quality of the Ski World Cup which will hold in 2014. Although various literatures about sustainable and environmental friendly sports event are exist, research has been done to find innovative and realizable measures. The main objective of this work is to minimize the gap between the performance of the Ski World Cup in 2013 and 2014. The literature review is supplemented by expert interviews with the affected stakeholders and case studies from flagship projects, which were held in the past. Finally implementations of measures are recommended, and a concept is given to apply for the ecosport.ch competition from Swiss Olympics.

Abstract: Zug’s tourism industry depends heavily on business tourism. Decreasing overnight stays and low occupancy rates show that tourism demand is changing. This leads now to the necessity to find long-term strategies to overcome the threatening development. The main purpose of the study is to define under-utilised potential of Zug in order to enhance weekend tourism and consequently to decrease the strong dependency on business tourism. As leisure tourism is a relatively neglected tourism segment in Zug, the study presents opportunities for a successful leisure tourism development based on the defined potential. Research consists of an analysis of the general tourism situation of Zug, a current supply analysis and a visitor survey to define tourism demand. Then, the analysis of leisure tourism potential converges all relevant results, visualising gaps and hidden opportunities. Finally, strategic approaches are presented for a successful weekend tourism development.

Abstract: The Internet has developed into the main booking channel for holidays in Switzerland and the online travel business has become very important for service providers in the tourism industry. This bachelor thesis investigates the possibilities for an airline such as Swiss International Air Lines to engage in cooperation with online travel platforms. These platforms can be classified into three groups which are online travel agencies, meta search engines, and hybrid agencies. Every type of platform adopts different marketing strategies and engages in different forms of cooperation. The thesis assesses a service provider’s potential for cooperation with online travel platforms by looking at the target marketing adopted by the different platforms. Since literature does not provide a big amount of information about the marketing strategies of online travel platforms, expert interviews were the main source of information for the thesis. The gathered information finally allowed deducting recommendations for Swiss International Air Lines.

Abstract: QR Codes – short for quick response codes – are increasingly used in marketing and sales. Since a couple of years, QR Codes are frequently seen in magazine and newspaper advertisements, on billboards and on product packaging. This development is driven by the proliferation of smartphones and mobile internet. The tourism industry has recognised this trend and hence, QR Codes have even started to appear in restaurants, museums and sightseeing points. This bachelor thesis aims to evaluate the potential of QR Codes in the tourism industry by looking at their implementation in museums. The thesis gives insights into the benefits and effectiveness of QR Codes for the service providers as well as for the visitors. After a literature review on mobile technologies and QR Codes, interviews with museum employees and a customer survey with museum visitors will give further insights into the subject. Finally, this bachelor thesis concludes with the success factors and potential barriers when implementing QR Codes in tourism.

Abstract: The internet has become a prominent distribution channel in the tourism industry. With the introduction of the Online-Freizeitshop in July 2012, the SBB RailAway dared to take the first step into B2C e-commerce. One year after the launch of the Online-Freizeitshop, there is a necessity to know if the objectives outlined in the communication strategy could be achieved. The aim of this bachelor thesis is therefore to assess the communication strategy and submit improvement suggestions. The theoretical part gives an insight into the development of a communication strategy and the online shopping behavior. The literature review is supplemented by a customer survey based on a comprehensive research sample of over two thousand respondents. The latter provides precious information concerning the degree of achievement of the objectives outlined in the communication strategy. Finally, suggestions for improvement of the communication strategy are deduced from the findings.

Abstract: The Meetings, Incentives, Conventions and Exhibitions industry, shortly MICE, is one of the fastest growing business segments worldwide. As a consequence the association and corporate event market is getting increasingly competitive and pioneering venues from the Western part of the globe have to prove their products and services against emerging countries located in the Middle and Far East or Africa. The Congress Center Basel, as a part of the MCH Group, is already established as Switzerland’s leading MICE destination. However, within the construction of the new Exhibition & Event Hall and the development of additional meeting and workshop rooms, the Congress Center Basel can be positioned as venue to execute large events, hosted in a multifunctional infrastructure, and therefore as competitive market player. Within this thesis, a qualitative data research is conducted to analyse the main trends and challenges of successfully position a MICE venue to reach the awareness of global operating associations. As a main tendency, strong networking activities and the pretension to offer differentiated high quality products and services can be outlined.

Abstract: Tourism has become one of the main income sources for many developing countries, which also brings great challenges and negative impacts for them. The need and demand for sustainable tourism is steadily increasing and different alternative approaches have emerged. Pro-poor tourism aims at generating net benefits for the poor and is the only approach to tourism which puts the poor people at the centre of attention. This Bachelor thesis focuses at looking at the customers understanding of tourism and its impacts. It also tries to find out if customers demand responsible tourism and will look at the customers’ motivation of going on a trip. Although various literature about sustainable tourism exist, little research has been done so far for pro-poor tourism and also literature on tourism motivation is still at an early stage. The literature review is supplemented by a survey of berg-welt’s customers and some recommendations for bergwelt are formulated.

Abstract: Die Gemeinde Vaduz führt jährlich viele verschiedene Events durch, welche eine breites Zielpublikum und vor allem Kulturinteressierte ansprechen. Allerdings gibt es in Vaduz nur wenige Events, welche die junge Zielgruppe anlocken und somit für ein positives Image von Vaduz unter den jungen Leuten in Liechtenstein führen. Diese Bachelorarbeit soll die Zufriedenheit der jungen Leute zwischen 18 und 27 Jahren über das Eventangebot in Vaduz überprüfen und ein neues, auf die Bedürfnisse der jungen Menschen abgestimmtes Eventangebot schaffen. Im neu entwickelten Eventportfolio werden bestehende Events weiterentwickelt und neue Events ausgearbeitet. Diese Events sollen den Ansprüchen der jungen Zielgruppe gerecht werden. Somit soll das Image von Vaduz verbessert werden. Die Literaturanalyse wird durch drei Experteninterviews und einer Online Umfrage mit 60 bis 80 Umfrageteilnehmern ergänzt.

Abstract: Due to rapidly changing circumstances in the aviation business, airlines constantly have to adapt their pricing strategies in order to stay competitive and to make profits. As a result to this situation, Swiss International Airlines is continuously establishing and developing new pricing approaches. One method which is currently in high discussion is ancillary revenues, a pricing strategy which finds its origins in low-cost carrier business models. This bachelor thesis aims to to investigate whether the ancillary revenue pricing approach could be a suitable and successful marketing strategy for Swiss International Airlines Ltd. In order to do so, it will be examined whether there is a willingness to pay for auxiliary services as well as if there is an acceptance for the ancillary revenue system among Swiss passengers or if it might damage the brand image of Swiss. On the one hand, the literature review links up important aspects about pricing behaviour from the supply as well as the demand side. Whereas on the other hand, the empirical research complements this knowledge by analysing gained findings of qualitative in-depth interviews.

Abstract: Im Sommer findet an fast jedem Wochenende in der Schweiz ein Festival statt. Sei dieses nun in einer Stadt, in den Bergen, am See, ob Rock, Pop, Schlager oder HipHop – für jeden Geschmack gibt es ein passendes Open Air. Der Festivalmarkt der Schweiz ist übersättigt. Das Quellrock Open Air Bad Ragaz ist ein eher kleines und regionales Festival, welches gerne mehr Besucher aus einem grösseren Umfeld anziehen möchte. Deshalb untersucht diese Bachelorarbeit, welche sozialen Medien am geeignetsten wären, um eine neue Zielgruppe anzusprechen. Neben der Literaturrecherche wurden diverse Analysen erstellt, um die verschiedenen sozialen Medien von verschiedenen Seiten zu betrachten. Zusätzlich wurde eine Umfrage durchgeführt, an der 101 Besucher des Quellrock Open Airs sowie 114 Studenten und Schüler teilgenommen haben. Aus diesen Resultaten wurde als Ergebnis ein Vorschlag für ein neues Kommunikationskonzept hinsichtlich eines effektiven Einsatzes von Social Media ausgearbeitet.

Abstract: The Grand Resort Bad Ragaz is a well-known Swiss luxury hotel, setting the highest quality standards in satisfying their exigent guests. The hospitality industry depends on the interaction between the guests and its employees. For this reason, employees are a most valuable resource, as guest satisfaction is heavily influenced by the quality, the satisfaction and the loyalty of the service staff. In today’s business environment, it is a considerable challenge for companies to attract and retain the right personnel. This Bachelor thesis elaborates answers to the question of how to develop hotel personnel retention. The findings from a literature review were analysed and compared to the results of a survey with employees of the Grand Resort Bad Ragaz and to the inputs of expert interviews. On this research basis, arguments and recommendations were developed for the improvement of the personnel retention activities of the Grand Resort Bad Ragaz.

Abstract: The awareness of corporate volunteering work is increasing in Switzerland. However, only a few middle to large sized companies already attended volunteer work in the nature park Parc Ela. Until yet mainly schools and associations took part on the offer «Zupacken für die Natur», which is a project to maintain the regional nature. For the reason that Parc Ela would like to reach a higher number of companies that join their offer, this Bachelor thesis reveals information how this wish can be fulfilled. Seeking different product development ideas the expectations of the target group middle to large sized enterprises are regarded. Furthermore, diverse marketing tools were evaluated by conducting academic literature and previous studies. After analysing the current market situation and detecting the development potential for the offer «Zupacken für die Natur» several recommendations are outlined for the offer of Parc Ela.

Abstract: Organic agriculture and tourism have several issues in common. These synergies are illustrated within the Bachelor thesis of Melanie Dietrich «Synergies between Tourism and Organic Agriculture» of the year 2011. Built up on these synergies, a further step for Bio Grischun, which is mainly responsible for organic agriculture in the canton Grisons, will be the development of a practice-oriented marketing concept between organic agriculture and tourism in Grisons. In order to reach this goal, this thesis highlights first the theory of a touristic marketing concept in general. Based on this theory it is clarified which information is needed for elaborating a common marketing concept. By dint of numerous interviews with experts from the agriculture and tourism industry on a national and international level and desk research, the common marketing concept can be filled with contents. Finally, specific recommendations for Bio Grischun, which outline possible ways of implementing the elaborated marketing concept into existing touristic ones, are given.

Abstract: Customer Relationship Management becomes more and more important for a company’s success. As it is claimed that loyal customers are willing to pay higher prices, buy more frequently and generate word-of-mouth recommendations, loyalty programs are very popular. Customer loyalty cards can be found in almost every industry, this also applies for the hotel industry. This Bachelor thesis highlights reasons and tools of customer loyalty and points out advantages and expectations of customer loyalty programs. Furthermore, characteristics of different loyalty cards are illustrated. Even though loyalty programs are very popular, it is unsure whether they really bring success. A lot of criticism is found in the literature and is stressed in this thesis. The overall goal of this thesis is to implement a customer loyalty card for Sorell Hotels, a Swiss hotel chain with 17 hotels. General managers and guests were interviewed in order to find out opinions and experiences concerning hotel loyalty cards. Additionally, already existing hotel loyalty programs were examined in order to understand and gain a brighter overview of established offers. After the analysis and evaluation of the results and a comparison with the literature, a concept is developed and at the end, recommendations for Sorell Hotels on how to proceed are presented.

Abstract: Die Fläche in der Schweiz ist begrenzt und deren Nutzen durch den Menschen nimmt stetig zu. Dies führt unweigerlich zu Konflikten. Der Grimsel-Ranger der Kraftwerke Oberhasli AG (KWO) tritt in diesem Zusammenhang als Vermittler auf und trägt deren Leitsatz «Wasserkraft ist Partnerschaft mit der Natur» an die Öffentlichkeit. In dieser Rolle ist er als Gastgeber unterwegs in der Grimselwelt, dem touristischen Engagement der KWO. Er informiert interessierte Besucher vor Ort über die Wasserkraftgewinnung oder begleitet sie in der eindrücklichen und vielfältigen alpinen Landschaft. Ziel dieser Bachelorarbeit ist es, den Nutzen und das Potenzial des Grimsel-Rangers für die KWO aufzuzeigen. Neben der Literaturrecherche in den Themenbereichen Kommunikation und Erlebnistourismus sowie über das Ranger-Wesen mit seiner Entstehung und dem Berufsfeld in der Schweiz, bilden Expertengespräche und eine Gästebefragung die Basis dieser Arbeit. Aufgrund der Umfrageergebnisse und einer internen sowie externeren Analyse werden Empfehlungen für die Weiterführung des Ranger-Angebotes abgeleitet.

Abstract: Dynamic packages are travel offers generated in real-time out of a market with daily updated prices. Kuoni Reisen was the first Swiss tour operator who launched in 2012 with «X-Helvetic Tours» a brand for dynamic beach holidays. Due to the recent introduction, little is known about the status and the perception of dynamic packaging in the Swiss market. By evaluating its role and potential for a Swiss tour operator and by taking into consideration the customer awareness and attitude towards dynamic packaging, this study aims to find out if dynamic packaging is a suitable option for a Swiss tour operator like Kuoni Reisen and to assess its future relevance in the Swiss travel industry. Moreover, the purpose is to provide tour operators with recommendations and outline important factors, which are, according to the literature and the findings, relevant for a future success of dynamic packaging. These goals will be achieved with the aid of topic-related literature, interviews with industry experts and a survey conducted with 257 Swiss citizens.

Abstract: Die Untersuchungen touristischer Events und deren Auswirkungen stellen heutzutage ein wichtiges Forschungsgebiet dar. Neben den Sportveranstaltungen rücken auch Festivals oder kulturelle Anlässe immer häufiger ins Blickfeld der Forscher, da sie zu den am schnellsten wachsenden Tourismusattraktionen weltweit gehören. Die Bachelor Thesis untersucht das Prättigauer Alp Spektakel, welches sowohl aus landwirtschaftlicher als auch aus touristischer Sicht ansprechend wirkt, und das die Themenbereiche «Tradition» und «Brauchtum» aufgreift. Das Ziel der Arbeit ist es, zum einen die ökonomischen Auswirkungen der Veranstaltung festzuhalten und zum anderen herauszufinden, ob der Anlass für Touristen attraktiv ist und ob das Eventkonzept zielgruppenspezifisch ausgearbeitet wurde. Dabei sollen die Methoden der Wertschöpfungsanalyse, der Besucherbefragung und der Experteninterviews aufschlussreiche Ergebnisse zum Themenbereich liefern. Die abschliessende Auswertung der Ergebnisse enthält konkrete Konzeptmassnahmen, welche die Wertschöpfung des Anlasses erhöhen und die Aufmerksamkeit auf die Tourismusregion lenken können.

Abstract: An increased international competition of Alpine destinations leads to the necessity to develop unique offers and the importance of promoting them appropriately. Andermatt counteracts this trend with the creation of a luxury resort – Andermatt Swiss Alps. This bachelor thesis highlights the importance of a well-developed marketing plan in order to exceed the international competition. Therefore it examines the aspired future position of Andermatt within the market. Furthermore, through a comparison with benchmark destinations the effectiveness of its competitive advantages is evaluated. This is the basis for an event portfolio for Andermatt. Events serve to transmit the competitive advantages effectively to the external. The literature review about destination marketing and event management is supplemented with expert interviews to deepen the knowledge about the development of Andermatt and its aspired position. Finally, the thesis highlights a detailed concept for a lead event, as a recommendation to communicate the aspired image and position and attract customers.

Abstract: Nowadays fewer young people practice snow sports. As the young people of today represent the guests or patrons of tomorrow, this topic garnered attention from the tourism industry. This thesis deals with the reasons for the absence of young people on the Swiss slopes. Thus the aim is to investigate the downward trend in the numbers of young snow sport participants and to explore the possible reasons as to why the current development is taking place. To change the current downward trend, measures have to be taken to bring young people back to the slopes. Thereby a further objective is to find out how young people could be motivated to take up snow sports. A survey with 164 young snow sport-participants and 56 non-snow sport-participants investigated young people’s snow sport behaviour. In addition, in-depth interviews were taken to garner the opinion of industry-experts. The literature review explains the current situation of the snow sport market and introduces the reader to young people’s sport behavior as well as to strategies in marketing snow sports to youth. In the end future recommendations will be given based on the research findings with the long-term goal being to save the future of the slopes.

Abstract: New trends and developments in the tourism industry force tourism organisations to reorganize themselves and cooperate more comprehensively with all stakeholders in order to fully meet customer needs and stay competitive. The aim of this bachelor thesis is to propose a development strategy for the Werdenberg Tourist Board, which takes the interests of the most important stakeholders as well as new destination models into account. Based on the literature review, which is supplemented by numerous interviews, a suggestion for an improved cooperation concept and an enhanced organisational structure for Werdenberg Tourismus is provided. Finally, several possible strategies to favourably integrate Werdenberg Tourismus into a destination management organisation involving neighbouring tourist organizations are discussed.

Abstract: Tourism is a major driver of climate change, as it is a fast growing industry and mobility is a key aspect. The environment is the most essential good for tourism, therefore it is important that actors take care of it and treat it with respect. However, not only actors of the tourism industry can be active, also guests should be motivated to behave environmental friendly. Therefore, the aim of this thesis is to present a concept how climate friendly tips of Ride Greener can be implemented and promoted in ski resorts. Results from the expert interviews will be discussed, while also taking the findings of the literature review into consideration. The outcomes shall be evaluated, interpreted and finally give guidelines for the practical application. As a result a suggestion for a possible concept will be created.

Abstract: Rasant ändernde Bedürfnisse, höhere Ansprüche und ein Verlangen nach mehr Qualität und Innovation seitens der Eventbesucher beschäftigt viele Eventmanager der heutigen Zeit. Inmitten dieser Situation hat sich fast unbewusst eine neue Eventform herausgebildet – die Crossover-Events. Das Ziel dieser Bachelorarbeit ist es zu prüfen, ob durch die gezielte Kombination der Erfolgsfaktoren eines Crossover-Events ein neues Eventerlebnis kreiert und somit die Wertschöpfung für den Kunden gesteigert werden kann. Zu diesem Zweck wurden eine Literaturrecherche sowie eine Praxisanalyse in Form einer qualitativen Gruppendiskussion mit vier Experten durchgeführt. Die gesamte Analyse und Interpretation wurde dabei anhand von vier ausgewählten Fallbeispielen vollzogen. Aus den gewonnen Erkenntnissen resultierte ein Grundkonzept zur erfolgreichen Realisierung eines Crossover-Events wobei der Fokus auf den wichtigsten Erfolgsfaktoren eines Crossover-Events und deren Einfluss auf das Eventerlebnis des Kunden liegt.

Abstract: The daily business and visitor numbers of cable car companies are highly volatile and operational success depends to a great extent on good weather conditions. The purpose of this thesis is to investigate the weather dependency of cable car companies and to find ways how this weather challenge can be mitigated in the particular case of the Lenzerheide Bergbahnen. To reach these aims, the existing product portfolio of the Lenzerheide Bergbahnen is analysed. Also, consumer behaviour characteristics of alpine tourists are examined. In a next step, qualitative interviews with cable car industry professionals on existing best practices of bad weather offers are carried out. Subsequently, on the basis of theoretical tourism innovation and product development guidelines, ideas for promising bad weather offers are developed. Finally, the author of this thesis suggests specific innovative products and business models. Based on these, the Lenzerheide Bergbahnen can make its mountain business more attractive for winter tourists in case of adverse weather.

Abstract: As cities become more and more competitive in today’s globalized world, it is important for them to stand out in order to attract tourists, visitors, inhabitants and companies. Basel, a city located in the northwest of Switzerland, with its brand «Basel – Culture Unlimited» wants to market itself as a leisure destination and a cultural city. In order to find out how culture is rooted in the brand awareness of Basel, a tourist survey is conducted, highlighting the perceptions of tourists about the city. The theoretical part introduces the state of art of the topics cultural tourism, city tourism and place branding and positioning. Afterwards, the findings of the tourist survey will be compared to the theoretical framework and the brand messages that Basel wants to communicate. Finally, recommendations for branding improvements for Basel Tourism are given, deduced from the findings.

Abstract: Due to the professionalization of the communication and marketing instrument sponsorship within the last decades, this instrument found its way into many corporate communication strategies. This research paper is evaluating the usage of the two topics of the communicational instruments of sponsoring single athletes and creating hospitality events. The evaluated objects are the sponsored athletes as well as an important hospitality event of the credit- and prepaid card service provider Cornèrcard. Furthermore, this paper elaborates the appropriate integration of the sponsored athletes into the corporate communication as brand ambassadors. The fundamental literature research supports the qualitative research of the conducted expert interviews. The main objective of this paper was the revelation of further opportunities as well as to provide practical recommendations, which were created in the form of an action plan.

Abstract: In the last decades, museum visitors changed their expectations towards museums from object-oriented information places to customer-oriented, interactive exhibitions. The same is true for the Verkehrshaus, which since several years does a big effort in designing their exhibitions more interactive and entertaining. Today’s museums form part of a highly competitive leisure industry with a huge selection of offers. This IBT focuses on the customer segmentation side of marketing, to create new, customized offers fitting the customers’ needs and wishes. These new offers should lead to increasing visitor numbers and revenues. The aim is, that the guest can choose its favourite offer from a bunch of proposals and does return for a future visit.

Abstract: The meeting industry has grown rapidly within the last decades. As a result, competition among venues offering respective facilities has intensified. In order to stay competitive, it is crucial for the congress centre Monte Verità to have profound knowledge of its customer segment and its direct competitors. One of the main goals of this bachelor thesis is to analyse the specific customer segment of the congress centre Monte Verità with regards to the needs and preferences and the decision making process. Although relevant literature in this field does exist, research focusing on the customer type in question is limited. In order to fill this gap, qualitative expert interviews are conducted. Based on the findings gained through the literature review as well as the expert interviews, criteria for a competitor analysis are defined. With the help of these criteria, direct competitors of the congress centre Monte Verità are identified and analysed. In a last step, recommendations, derived from the results of the customer as well as competitor analysis, are given.

Abstract: The tourism industry has an important impact on the economic development and social progress of cities. Therefore, competition between cities for tourists is very high and it is constantly increasing due to the emergence of new markets, especially in Asia, South America and Africa. In order to stand out of the crowd, cities can apply for certain quality labels and use them as an additional promotional tool with the aim to raise the awareness level of the city. The centre of this thesis is the development of a quality label based on leisure, which will be called «World Leisure City». Cities are starting to recognize that leisure can make a significant contribution to a higher quality of life not only to its citizens, but also on tourists and inward investors. Hence, this thesis is based on a literature review highlighting on the one hand the importance of leisure and other hand giving certain insights in field of city marketing and city branding. To investigate specific benefits for cities by providing suitable leisure facilities and services, five expert interviews have been conducted. Moreover a benchmark analysis gave valuable insights by comparing four cities that already have included leisure in their strategy for future development.

Abstract: Ticketing is one of the main revenue sources of Swiss ice hockey teams and therefore, a sophisticated pricing approach is of high importance. Since a few years, some sport clubs in the United States of America use a new and more dynamic pricing strategy in their stadiums which is similar to the well-known yield management in the airline industry. The growing number of teams using this approach indicates that this strategy is an innovative way to generate additional income. Dynamic pricing adjusted the pricing to the actual demand of a game, using various variables which influence demand. However, there is not much experience if this approach would also be successful in the European sport business. The aim of this study is to find out if dynamic ticketing would be also possible for ZSC Lions and which points have to be considered. Therefore, findings from the literature and experts interviews will evaluate the effects of this pricing model. Furthermore, recommendations for ZSC Lions are deduced from the findings of this study.

Abstract: Volunteer tourism has experienced a fast growth over the last years. Offers have significantly increased and customers are getting more demanding. For these reasons, it is essential for program organizers to have a profound understanding of their target group. In this Bachelor thesis, the motivations of volunteer tourists, on the one hand, and their expectations towards program organizers, on the other hand, will be analyzed. In addition, it will be taken a look at their reasons for satisfaction. To get to those findings, a questionnaire was conducted with future participants of the AFS community service program. To gather data about the organization of community service programs and to find out about current trends in this field, expert interviews were carried out. The result of this thesis aims to provide program organizers with information about their customers and is intended to give them inputs about how they can improve their volunteering program.

Abstract: The air transport industry belongs to one of the most thriving industries worldwide especially in affluent industrial countries. Due to the fact that the people are much fonder of travelling because of more available time and money, the industry is in its best years. A huge amount of airlines exist today which results in very strong competition. This leads to the fact that strategic planning and clear analysis within an airline are decision-making factors for profitability and air route developments. Thus, the aim of this bachelor thesis is to recommend Edelweiss Air determinants, which influence a successful route development. Basal for the analysis are the two operated routes from Edelweiss Air between Zurich and Tampa Bay respectively Cape Town. Furthermore, interviews with travel agent experts for both destinations are conducted in order to compile an evaluation. Based on these findings, results are highlighted followed by a discussion of recommendations for Edelweiss Air.

Abstract: Offering a high level of service quality and succeeding in the fulfilment of customer needs is fundamental in the tourism industry. However, this requires the periodic analysis of current offers associated with a careful elaboration of targeted adaptations. This thesis is dedicated to the collection of visitor feedback at the bike event – DAKINE TRAILFOX Freeride Rallye in Flims. For this purpose, a summary of relevant literature has been elaborated as well as a chapter with background information about event details, biking as such and its significance in Grisons. In a next step, a standardised questionnaire was developed. During the event weekend, the visitors were asked to fill in the questionnaire. In this way, a sample of 101 visitors could be interviewed. Based on the findings a list of critical elements was collected. This shall enable the organisers to get an overview about the event’s strengths and weaknesses as well as a better understanding about the event from the customers’ perspective. The findings are of considerable importance regarding the subsequent development of targeted measures, aiming to further improve key factors and thus attract more visitors.

Abstract: In recent years globalisation has led to increased competition not only among organisations, but also among places. Place branding therefore gained importance and is one of the emerging fields of research. Whereas the topic of place branding originally was especially of interest for nations, it has recently spread over to cities and regions. Graubünden has started the process of building a regional brand at the beginning of the last decade and succeeded in developing a strong, award-winning brand. This bachelor thesis deals with the most successful regional brands in the Alpine region and aims to explore graubünden’s position in the competitive environment. Outcome of this work is a detailed overview over the strengths and weaknesses of existing regional brands, as well as a ranking, clarifying which brands lead the field of competition. The results and recommendations for the brand graubünden are deduced from a literature review, a questionnaire, as well as several expert interviews.