Abschlussarbeiten Masterstudium Tourism and Change - FH Graubünden

Abstract: Swiss hospitality industry has well sold abroad its expertise and is established as the cornerstone of hospitality and hospitality education. However, no matter the perfect quality and the professional standards it sells abroad, the recent years it shows stagnation which it cannot recover from. In response to that some authors claim that Swiss hosts are possessed by some idiosyncrasies that are not much tolerated by the foreign visitors. Emotional, social and cultural intelligence are proven to be catalytic employee competencies for successful selling and direct or indirect increase of profits, outpacing competitors who stick with obsolete selling approaches. Nonetheless, the research on social competencies of the employees in Swiss hospitality industry can be described best as insufficient if not inexistent. Therefore, this research paper’s goal is to gather qualitative data from Swiss hospitality executives, tourism academics and international visitors and future tourism experts about the level of Swiss hospitality employees mastering the afore-mentioned competencies, how they can be trained, their influence on the Swiss hotelerie’s amelioration and what steps should be done to raise awareness of this issue are the outcome of this research.

Abstract: The Master thesis is dealing with the appearing matter of the concept of new Economic Value, related to the transfer from service delivery to creation of experiences. Therefore, the author has explored this issue in relation to its applicability in the tourism industry. As a focus group of population to be analyzed is chosen the Bulgarian tourists travelling abroad. The Master thesis is in the form of a research paper, which in the particular case has qualitative strategy. The numerous interviews with tourists and experts were conducted in relation to the literature review, based on which recommendations were presented. These are in the form of a model, explaining the building blocks of a memorable experience and further the model is applied on the tour operator’s offerings so as to give specific recommendations for the reasoning and applicability of the established model. The research is believed to be beneficial for the Bulgarian outgoing tourism system.

Abstract: Auftraggeber This research examines what the business model of Swiss travel agencies will look like in 2020. Not only trends forecasted in direct context of travel agency can be relevant for travel agencies in 2020 but also general trends in tourism or even world mega trends. Therefore, the literature review has been structured in those three parts to cover all possible trends which might influence travel agencies in 2020. Besides literature review, qualitative interviews with nine Swiss travel industry experts have been conducted to identify and validate trends for the future of travel agencies. Additionally, some of the trends were compared with the figures of Kuoni Reisen AG over the last three years in order to see a confirmation or disconfirmation. As a subsequence of all those detected trends, several possible scenarios have been formulated and ranked by the nine interviewees and the researcher. Based on the two most recommended scenarios, managerial implications have been derived for the retail organisation of the Swiss tour operator Kuoni Reisen AG.

Abstract: The main purpose of this thesis is to investigate how sister city networks operate, particularly between China and Switzerland, and how to utilize Chinese-Swiss networks for tourism development. So far, there are little studies done in the field of sister city relationships, especially in the tourism context. Therefore, this thesis intends to establish a foundation for further research and create a better understanding of Sino-Swiss sister city relationships. Over the last decade, China outbound tourism market has grown dramatically. In 2013, Chinese outbound travelers reached 98 million, and total overseas expenditure was about USD $128.7 billion. Meanwhile, China overtook Germany and the U.S. and became the world’s biggest source of tourists. This is why increasing tourist destinations including Switzerland expect to attract more Chinese tourists and seek the opportunities to collaborate with China in various aspects. Therefore, a sister city relationship can be seen as an approach to access the Chinese market. In 1973, Tianjin formed the sister city relationship with Japan’s Kobe, which is the first pair of international sister cities in China. After that, the sister cities in China have been developed rapidly with the development of urbanization and implementation of reform and opening-up policy. Until 2013, China has established sister-city relationships with 2,022 cities or states in 131 countries all over the world. Chinese cities are keen on deepening communication and cooperation with the world in terms of economy and trade, science and technology, culture and education. In general, sister city relationships as an important catalyst can increase global cooperation, promote cultural understanding and stimulate tourism development. In recent years, China has become one of Switzerland’s most important trading partners and now Switzerland is the most desired travel destination for Chinese travelers in Europe. Furthermore, Switzerland saw the massive market potential of China, so Swiss organizations and institutions made great efforts to enter into China’s dynamic market. For example, Switzerland is the first European country to establish a national tourism office in China and the second European country to sign a Free Trade Agreement with China. And eight cities in Switzerland have built up sister city relationships with Chinese cities. To figure out how sister city networks operate between China and Switzerland as well as how to develop tourism through sister city relationships, in-depth semi-structured interviews will be conducted in both countries with government officials and case studies will be chosen from Sino-Swiss sister relationships to be analyzed in detail. The concluding chapter will explore the sister city relationships with respect to tourism development and provides recommendations for inter-city cooperation and tourism marketing.

Abstract: The concept of community ownership and other forms of crowdfunding were explored in order to understand its possible application in San Bernardino. The aim of the research was to look into the San Bernardino environment and find possible solutions to redevelop this gem of a destination. Three objectives were set in order to fulfil the aim of the research. Semi-structured face-to-face interviews were undertaken among a sample of 20 stakeholders in the Moesano region, including the owner of the ski resort Confin in San Bernardino. Eight main aspects were analysed in order to answer the research question of this study. From the interviews additional element were retrieved from the data analysis and because of their importance they could be used as inputs for further studies. This study is only the starting point for a future development of the ski resort Confin and the destination of San Bernardino.

Abstract: This study measures customer satisfaction in terms of specific service quality aspects underpinned by various demographics of the Jakobshorn’s ski resort customers in Davos, Switzerland. It also consequently point out and recommend which areas of service need improvement. The outputs of One-way analysis of variance (ANOVA), Independent Samples-T Test and Bonferroni post-hoc test should assist the management of the ski resort in deciding to take appropriate actions with regard to service quality gaps conveyed by levels of customer satisfaction. Keywords: service quality, customer satisfaction, Davos, Jakobshorn.

Abstract: The research paper on hand is investigating cooperation in the tourism industry. The canton of Graubünden launched the new tourism program ‘cooperation program for tourism in Graubünden 2014-2021’. The literature agrees upon the necessity of cooperation in the fragmented tourism industry. A comprehensive tourism product can only be delivered through cooperation. Additionally, with cooperation risk is reduced, costs are reduced and resource allocation can be attained. Based on qualitative interviews success factors and barriers are detected and analyzed. In the tourism industry the awareness of cooperation as necessity to stay competitive is high. Since tourism is dominated by SMEs cooperation often bears too much risk and costs for these businesses to cooperate. Therefore Graubünden has to create an appropriate environment where the tourism network can evolve. Platforms for cluster building, risk reduction with best practice examples and workshops for SMEs are few examples for sustainable tourism development through cooperation.

Abstract: As one of the larger industries in the world, the accommodation sector is an important contributor to environment degradation. But to be able to turn this fact around would demand a lot of motivation and great effort from managers around the world. It takes more than wanting to become sustainable, it takes knowing how to do it, how to achieve it. This paper proposes to facilitate this situation by providing evidence of weather there are barriers to implementing sustainability in touristic accommodations of developed countries and what they could be. Using qualitative data obtained via phone interviews, this research discusses the sustainability implementation experiences of successful sustainable hotels as an example. The findings indicate that barriers could indeed exist and are mostly deeply related to what the label companies ask to be done following their guidelines and not third part related.

Abstract: Destinations are facing an increased challenge to position themselves on the market. The aim of this paper was to design a framework which supports the creation of a destination branding strategy to develop a brand, or also a competitive identity. The guideline was established based on an existing framework which was implemented and complemented with recommendations. The process was conducted for the destination Beatenberg, Switzerland. Findings revealed that there are characteristics where Beatenberg possesses a competitive advantage. The challenge is to establish an appropriate brand positioning and to communicate this strategy to stakeholders so that aligning services and products can be developed to attract visitors and advertise and strengthen the brand.

Abstract: Alpine destinations have been hit hard by the recent appreciation. The study explores the influence of the strong Swiss Franc on the Grisons alpine touristic destinations Arosa, Davos and Lenzerheide based on standardized customer interviews and overnight stay data. In the three destinations, overnight stays by euro-zone and British customers have dropped almost exactly like the nominal exchange rates. 25% of all foreign customers consider change due to unfavorable value-for-money relations. 42% of all foreign guests have already altered their consumer behavior by spending less money on-site, especially on food and beverages. Destination and accommodation managers should not try to hide the strong Swiss Franc from their customers but support them to get along with it. They should target Swiss and non-European markets, implement customer retention programs, improve hospitality and establish feedback systems.

Abstract: The Alpine tourism industry has a lower adaptive capacity to climate change and stresses. The industry dominated by SMEs, with many different actors and objectives cannot generate economies of scale and scope. A shared strategic vision by taking advantage of existing networks and integrating several stakeholders in the value chain is crucial. This study implements a system approach to evaluate destination’s resilience building, in response to climate change. The main aim was to develop a data-driven ABM to help gather qualitative data through in-depth tourist interviews, to map the socio-economic network of Surselva-Gotthard region, from a consumer perspective. It is a qualitative case study and a follow-up of an earlier quantitative research by the ITF, which will also use the data to map and analyse the network. 15 interviews were col-lected, a response rate of 19.7%, which indicates its problems in data collection. There is evidence that ABM is applicable in mapping such a network.

Abstract: This study aims to explore the relationship between social networks and company sites. Working process of social media will be assessed from a broader perspective instead of insight look. Besides, its analysis focuses on the perspectives of social strategy, measurement, organization and technology. The questionnaires target to explore the current situation of Switzerland Tourism Beijing office in the aspects of strategy, measurement, organization and technology›s priority. It finds that the disparity between theories and practices and how to enlarge Chinese market given the Chinese current situation. The limitation lies in how to manage certain social media with the absence of resources. However, free testing tools are not sufficient to finish the whole process of monitoring and analysis and lacking complete plan on social-monitoring objective and strategies. Four useful suggestions are mentioned, namely social strategy, measure-ment, origination readiness, and technology concerns.

Abstract: Mobile applications are experiencing a boom. Drawing on this trend, the thesis explores the acceptance of mobile city guides. Based on literature on the acceptance of innovations and mobile applications in tourism, a conceptual framework consisting of product-related and traveller-related characteristics was established. For analysing the influence of these characteristics on the acceptance of mobile city guides, quantitative data was collected using a fully-standardised online survey. The sample accounted for 305 city travellers originating mainly from Germany, Austria and Switzerland. Results show that the acceptance of mobile city guides is very high. The most significant influence can be assigned to the relative advantage as perceived by travellers. Moreover, the age of travellers and their ICT behaviour were of huge importance. Considering the functionalities travellers identified «Location-Based Services» and «User-Reviews/Recommendations» as particularly attractive.

Abstract: The inbound tourism in Martinique is in decline and needs a sustainable rejuvenation. The theoretical foundation provides with the principles of sustainibility as a new path of development. Then it reviews the Tourism Area Life Cycle in order to analyse the situation and explores the push and pull factors for a useful understanding of the needs of the target segment. Nevertheless, the literature does not offer the push and pull factors needed for rejuvenation. This gap gets filled with a deductive approach of a single explanatory case study based on a mixed method. As a result the escape of the everyday life and adventure and excitement are defined as the push factors and the beach represents the pull factor. These findings from the demand side implies adequate marketing measures. From a supply view, some assumptions have to be made to provide with a supporting policy framework. Finally a sustainable rejuvenation is achieved by taking into account the pillars of sustainibility.

Abstract: Alpine destinations face changing frame conditions and hence, service quality and hospitality are increasingly important. However, the success of a tourism destination not only depends on the performance of service providers but also on the residents who are an integrated component of the tourism value chain. Hence, tourism awareness can be regarded as the basis for a high level of service quality since it positively affects the acceptance of tourism and the tourism culture in a destination. The destination Heidiland is not a historic tourism destination with a traditional tourism mentality and thus, tourism awareness is expected to be rather low. This study sets out to analyse and describe the level of tourism awareness in the destination Heidiland aiming to discover the need for action and to deduce measures to enhance tourism awareness. The study is based on a mixed method approach to investigate the attitude of direct beneficiaries (service providers), indirect beneficiaries (residents) and opinion leaders (cantonal council, communal authorities). The literature review has been supplemented by an online survey with 800 residents as well as 30 semi-structured interviews with service providers and opinion leaders from politics and communal authorities.

Abstract: Integration of regional and regional organic food products within tourism is seen as great opportunity for sustainable development of both, tourism and agriculture in rural, nature-based tourism destinations. To find out if regional and regional organic food products can be seen as success factor for tourism in Grisons the topic has been investigated from a customers’ point of view. In order to answer the formulated research questions a three step integrated investigative research approach based on the principles of scientific research has been implemented. To find out about guests’ attitude towards and differentiation between regional and regional organic products a guest survey has been conducted. For the investigation of measures already taken and planned in future by the supply side to integrate regional (organic) products into tourism in Grisons, expert interviews have been conducted. Finally, best practice examples have been analysed in order to make recommendations of how integration of regional (organic) food products into tourism can be further enhanced.

Abstract: Main objectives of this Master thesis are measuring travellers’ overall image perception concerning the destination Bodensee-Vorarlberg in Austria and revealing coherencies between the destination image and new web-based features, frequently applied on the websites of DMOs. Hence, a multi-method approach is used, involving a theoretical summary and a practical application of the Delphi method, the Kano model and the implementation of an image measurement study. As the main result of the research, several correlations have been discovered between development of the ICT and tourism sectors. Nonetheless, application of the Kano model allows decisions concerning the implementation sequence of webbased features, which serves as a guideline for cost- and time-effective improvement of the Bodensee-Vorarlberg DMO’s website, aiming at effectively influencing travellers’ image perception, further differentiating offered products and services from competitors in the future.

Abstract: This master thesis in hand explores the value that customers place on the ZENDOME – a geodetic tent capable to host different kinds of events. To be able to market the ZENDOME and to find the right location for further events, the customer is considered a key element. Therefore the decision criteria different customer groups make to book an Event and the values they reflect are taken into consideration. With reference to literature and cases, a survey has been made as the major data source and to reveal customer behaviour, perception, and potential target groups. The results show that the ZENDOME is indeed perceived as qualitative higher and that an additional value is seen. Further the analysis reveals that a significant amount of people consider paying more money to experience an event in the ZENDOME. A longer drive is also considered by some of the survey participants. Also indications for a potential target group became apparent. Understanding these can assist Company Baumgartner Ltd. in decision-making and implementing marketing strategies to successfully sell and produce events in the ZENDOME.

Abstract: The thesis deals with the derivation of a purist-scale for mountain huts based on customer's expectations in comfort. Attributes are collected through literature in the first place and verified or developed through qualitative interviews afterwards. Three diverse mountain huts are the basis for investigation. Participants for the interviews have been chosen from the supply and demand side. With supply side, experts from SAC responsible for one of the three evaluated mountain huts are meant. On the demand side, guests staying at one of the three huts have been asked to participate. Based on the identified attributes a self-completion questionnaire has been developed asking for the importance of single attributes. In order to analyse the questionnaire the purist-scale is clustering huts into different categories. Depending on the numerical value derived from the questionnaire guests can be classified into different groups matching a category and indicating a certain level of plainness.

Abstract: Alpine destinations in the European Alps experienced a warm and dry winter in 2010/11. After the winter 2006/07 it was the second snow sport season within five years with unusually low snowfall. The study analyses the effects of the snow deficient winter 2010/11 on ski area operations in three steps. First, meteorological data provides an overview of the weather, then financial statements reveal the impacts on ski area operations and finally, interviews with ski area managers show their perception of climate change and vulnerability of their destination. Results reveal that the direct impact of climate change can be reduced effectively by technical snow making while indirect effects in the form of customer perceptions are far more difficult to resolve. The importance of mitigation is acknowledged and implemented in single projects. To increase the eco-efficiency while increasing the attractiveness of destination, the suggestion is made to include the journey into the product offer.

Abstract: The study applies the AIO (Activities, Interests, and Opinions) segmentation model for senior travelers. The demographic change is omnipresent in many parts of the world and entails an increasing proportion of elderly persons among the population, which are characterized by better health, rising life expectancy, wealth and the eagerness to travel. Due to these reasons, the travel and leisure industry is constrained to increasingly focus on the mature market. The study confirmed the validity of the AIO segmentation model with the help of 35 VALSTM lifestyle statements, leading to a three-cluster solution. Applying the segmentation result to the travel characteristics defined in the consumer decision making process, the clusters can be described in a differentiated way. Various sociodemographic characteristics, the health condition as well as certain travel behavior issues were recognized as being influencing factors for the travel choices of senior travelers.

Abstract: The master thesis in hand deals with the destination of Andelsbuch, a village located in the region Bregenzerwald, Austria. With reference to literature and recent cases the momentary situation and tourism potential is analyzed. Interviews are used as the major source for data collection. The results show the contradictory development of Andelsbuch in contrast to the surrounding region. Tourism has been important but as the surrounding destinations evolved the municipality experienced a drop in visitor numbers for many years. By using the analyzing techniques of the tourism life cycle, product classification, SWOT analysis, stakeholder model, and the branding pyramid the situation in Andelsbuch is analyzed and evaluated.

Abstract: The social network analysis indicates actors who have a good connection within the network. These are key actors, namely Gatekeeper and Broker, and they occupy certain and specific functions within the network. Gatekeeper and Broker are able to enhance the flow of communication and information within the network. In addition they might enable isolated actors being better networked. By conducting qualitative interviews the research tries to evaluate the network of tourism stakeholders in Disentis – Sedrun – Andermatt, its functions, problems and opportunities.

Abstract: A national case study was undertaken comprising 136 wineries from 10 regions across New Zealand in a stratified random sample. A content analysis of the internet presence was undertaken and an inspection of Web 2.0 deployment and adaptation rates was undertaken. Individual websites were manually coded and Web 2.0 APIs were employed to gain data about the sample population in a consistent and reproducible manner. This study substantially increases the generalizability of previous works on the benchmarking and competitive analysis of the wine and wine tourism industry. The application and extension of a pre-existing model to encompass new metrics provides an insight into how the tourism-orientated wineries fair in comparison to traditional wineries.

Abstract: Academics, consultants and practitioners like to assure themselves and each other that destination image perception of tourists is one of the most influencing aspects when tourists evaluate their destination to visit. As time and money are limited, it is critical to invest in the most effective and efficient key success factors. This study examines which image dimensions are influencing tourist destination image perception. These are recognized to be natural resources, general infrastructure, tourist infrastructure, culture, history and art, political and economic factors, natural environment, social environment, atmosphere of the place. Based on these dimensions and the main attributes, the author has proposed a qualitative analysis to uncover the main success factors and their causal relationship.

Abstract: Attractions form one of the most important parts of the tourism system and the tourism literature offers many different typologies and criteria for the numerous types. The thesis is concentrating on an attraction that is not possible to be put in any given criteria: construction sites. Certain constructions offer the interested public more than only the anonymous constructions but install visitor centers and guided tours. They are only temporary attractions because once the work is finished the attraction vanishes as well. The tourism literature however only indicates temporary attractions as events, which the construction sites are not. The research aims on finding out whether some sample construction sites fulfill certain criteria that make it possible to label the sites as tourism attractions. Further, it was investigated what typology can be found in order to suggest new types to place the construction sites within the tourism attraction research.