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Abschlussarbeiten BSc Tourismus
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  • 2004

  • Abrahams, Pierre (2004): Restaurant Project «Energy Blue». Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The paper deals with the creation of a restaurant concept that is not just unique but also viable. It is the creation of a concept in Cape Town, South Africa that should not just be new but also potentially very successful. It is easy having a good idea, finding the right people to expand and implement the idea is sometimes not easy. Eskom is one of the largest South African Energy companies in southern hemisphere of Africa. With the privatisation of all Energy companies Eskom has become forced to find innovative ideas to promote its organisation. Thus the idea of coming up with a restaurant concept which would be used as a stage to promote its company. Our company Franch Ice has thus been nominated to develop and materialise the project. We start by focusing on a mutual vision and goal not just for the restaurant but also the company as a whole. What exactly does Eskom hope to achieve from the concept? It is vital for the restaurant to be a success and to be able to sustain itself independently from the «mother» organisation. This will reflect the success of the whole organisation. Branding is an integral part of the concept. The branding of the whole organisation including the restaurant should be integrated. We want to create a unique profile not just for the restaurant but for the whole organisation. The marketing position is a key area of concern, since this will depict how the public sees the whole organisation. Focusing on quality is the major element of success. Very important; the economy is booming, the disposable income does exist. The restaurant will consist of four different atmospheres; morning, lunch, afternoon, and dinner. This will show how the company is able to adapt depending on the demand during the day. The restaurant’s main concept will be built around being «Fresh and simple». Animation will play a big part of the concept since the restaurant will be a tool to educate the public regarding relevant environmental issues. This all has to be profitable.

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  • Aguayo, Cristian (2004): Marketing a Yacht Club with a special focus on the Punta Centinela Hotel Resort, Spa & Yacht Club. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The paper describes the Yacht Club Industry in Ecuador and its evolution through the past, present and projecting for the exciting future. It offers information about the market strategic elements of the Yacht Club, Hotel Resort & Spa, in comparison to the local competitors and provides information of the local landscape. This paper discusses marketing strategies for the Punta Centinela Yacht Club, Hotel, Resort & Spa describing the long and short terms objective of the company. It analysis the importance for the company to reach its market objective and to prove if the objective are realistic and achievable. The overall objective is to identify the market segmentation and the sustainability of the Hotel with an emphasis on the appropriate marketing strategy to be put in place to focus on expanding or sustaining for the business. It focuses on the necessary marketing integrated communication plans to achieve the financial objectives. The views and opinions of this paper are solely based on knowledge and information about the yacht club industry in Ecuador as well as on the interviews and discussions with the directors of Punta Centinela Yacht Club, Resort, Hotel & Spa and the present tourism industry.

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  • Chung, Melody (2004): Strategic Market Expansion. A Case Study of Starbucks’ Market Development in China. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This article gives an overview on how Starbuck’s penetrate the Chinese market by strategic marketing positioning. China has been traditionally a tea-drinking society, while Starbuck’s has successfully captured the younger, wealthy generations to grab a cup of Starbuck’s coffee before going to work. This paper starts off by introducing an overview of Starbuck’s business and development. It then moves on to short description on the business environment in China. Followed by a series of analyses of Starbuck’s success in China. A chapter on Starbuck’s competitors and challenges is at the latter part of the paper.

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  • Frisvold, Lars (2004): Corporate Governance. A state of the art report based on an example out of the European Airline Industry. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This scope and objective of this paper is threefold. The first section of the thesis presents corporate governance guidelines published in Switzerland, Germany, Great Britain, France, and the Netherlands. The guidelines are presented with the objective of creating common criteria for good corporate governance in Europe. In the second section, the corporate governance of 5 European airlines is presented as the airlines project it through publications such as annual reports and individual statements. The airlines presented correspond with the countries presented in section one and are Swiss, Lufthansa, British Airways, Air France, and KLM. The third section of the thesis utilizes the common criteria for good European corporate governance developed in section one while attempting to rate and compare the corporate governance efforts done by the airlines presented in section two.

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  • Holloway III, John P. (2004): Très Bien, a business plan for a casual fine dining restaurant and martini bar located in Steamboat Springs Colorado. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The thesis project is based on the opening of a casual fine dining restaurant and martini bar located in Steamboat Springs Colorado. The business plan outlines all of the necessary requirements for opening the restaurant. The plan describes the proposed location, décor, customers, employees, costs, marketing strategies, and sales objectives. The plan includes start up and operating costs and procedures as well as cash flows and budgeting requirements. The purpose of the thesis is to validate the business idea, analyze the potential market and produce a usable plan that positions the restaurant in the proposed market in a way that is most likely to create a demand for the proposed products and services.

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  • Jin, Changling (2004): Culture and Tourism. A study of reciprocal effects, an analysis of the efforts of the Swiss Tourist Board to promote tourism for Chinese in Switzerland. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Tourist industry professionals are all in agreement: the potential fo the Chinese market, which represents a total of 1.3 billion inhabitants, is enormous. Forecasts show that 800,000 overnight stays would be made by tourists from the Celestial Empire in 10 years. Due to the rapid economic growth in China, increasing numbers of Chinese people have sufficient income to be able to afford a trip to Europe and Switzerland. But Chinese guests have high hopes and expectations of Switzerland; therefore, Switzerland must adopt the correct from of tact and diplomacy. In terms of succeeding in the tourism industry with Chinese tourists, cultural sensitivity with regard to their needs and expectations plays a key role. Switzerland must understand that China in many ways is very different from the Americas or even Europe and that the Chinese way of thinking must be taken into account when doing business with the People’s Republic of China. The purpose of this paper is to provide general overview of Swiss culture, Chinese culture and the difference of the two countries, and give you the best possible preparation for receiving Chinese guests.

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  • Johnsen, Ann-Christin (2004): Business Plan. Solbakk Team Hotel. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: I am writing a business plan about opening a hotel, Solbakk Team Hotel, with team building. The hotel has 20 rooms, restaurant, two conference rooms, three group rooms, and a billiard room, as well as a sauna, and two outdoor Jacuzzis. The team building sessions and activities offered are very varied, ranging from JTI tests, «6 metaphoric think hats», cooking classes, self defense classes, aroma therapy etc. Solbakk Team Hotel is situated at Solbakk, which is approximately 30 minutes from the city of Stavanger. The hotel has its own coast line. There are many spectacular natural sights in the area, and fieldtrips are also part of the program. At Solbakk one also finds one of the best collections of rock carvings in Norway, dated back to 500 B.C. The hotel is based on the prospect of a hotel for sale. What is unique about Solbakk Team Hotel is that the hotel aims at the micro- and smallbusinesses in the area, and offers the Team Package which includes accommodation, F&B, as well as team building, to a very competitive price, with professionals. The competitor analysis is a central part of the paper, as well as the revenue model and the cost structure.

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  • Liu, Chia-Chi (2004): International Marketing of Starbucks’ Coffee. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This thesis states that Starbucks grew from a small start up to a multinational billion-dollar empire. It has become an immensely successful business not only because it has a backup from shareholders' only but also because management pays close attention to the various segment of the business. Although there are some signs of weaknesses, the effects of these weaknesses will not be prominent until much later. It presents an overview of the marketing plan employed by the Starbucks Corporation. It includes an introduction to Starbucks and its aim to be the producer of great coffee and great coffee shops. Following on from this, the paper shows how this company markets itself in order to achieve these objectives.

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  • Lorenzana, Rodrigo (2004): The Chameleon. Future perspective of the Swiss Bar Industry with a special focus on implementing & starting a new bar in Chur. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: «Chameleon» is a new bar and business concept that we plan to introduce to the city of Chur (it is also perhaps the first of it's kind in the country!). The name itself is a good hint as to the nature of the business. This bar aims to employ the outsourcing model that is becoming so popular today, and use it to bring a fresh, dynamic and cultural edge to the beverage service business. Chur is the oldest city in Switzerland and features not only a well-established foreign resident and student population but also has a large number of educational organizations and young people in the age bracket of 18-40 years. We plan to use the talents of these foreign and local residents to offer varying cultural themes at the Chameleon, e.g. a Latin week, Chinese week, Indian week, etc. with the bar being let out to a group that can come up with the best operational proposal for the bar. We provide the bar as a whole, with furniture, fixtures and equipment to the group running the bar at a fixed cost per day. The group brings in any thematic materials, costumes and decorations required, as well as the inventory and snacks to be sold in the bar. All profits made by the group (after appropriate legal and inventory plus labour deductions) can be retained and distributed by members as proposed in the application. The owners will concentrate their energies and capital on marketing the concept as well as themes offered by the bar and earn a fixed salary from the business. This business plan takes you through the whole setup, marketing, financial and other crucial details required to put the concept to the acid test. The Chameleon concept promises to be a successful one, not only financially but also in terms developing entrepreneurs in the area with minimal hassles, regardless of their background, color, race or credit rating!

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  • Mabillard, Michel (2004): Tourism and Terrorism. How does it affect. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Since before the end of the Cold War, terrorism acts have had major effects on tourism destinations. As a result, the shadowy, mobile, and unpredictable forces of terrorism are becoming an unfortunate part of the travel and tourism landscape. This paper provides a quantitative and qualitative analysis of major terrorism events around the world during 1985-2004, classified by date, location, victims, weapons used, severity of damage, motive, effect on tourism demand, length of effect and safety measures. The analysis is followed by extensive researches on the internet and literature about the magnitude of the impact of these events on destinations and the tourism industry worldwide.

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  • Mathis, Lea (2004): Klosters. An alpine resort in transition. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The thesis is based on the history of Klosters, its changes towards a resort over the years and future marketing perspectives. After the retrospective in the beginning, I analysed Klosters, how it is today and compared it with other similar resorts in Switzerland, Germany and Austria. To compare them I took criterias such as hospitality sector, winter and summer activities and important numbers of the annual reports. Based on this results and with an additional environmental analysis I made a SWOT analysis of Klosters. This analysis helps me later to create strategies for the future of Klosters. Another part of the thesis is based on a market research for a weekend program for early, mid twenties, this segment is not a targeted properly yet. Resulting in a detailed program for a weekend, which will attract this market segment. An extra power point presentation will take place at the end of the project, which could be used as a marketing instrument on fairs to get those young people to Klosters.

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  • Moegster, Helen (2004): Business Plan for Coffee Talk. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The purpose of this business plan is to illustrate the opportunity to open up a coffee shop business in Bergen, in order to convince investors to provide funds so the project can be realized. The core issues to be discussed are how to attract customers to a new coffee shop in the face of hard competition, and how to make the business profitable. The business plan includes among others a market analysis, financial projections and a detailed cost structure to demonstrate the potential of the business. In addition, the business plan will discuss different aspects of the market today within the coffee shop industry. Furthermore it will include marketing and sales strategies, a company description, a detailed description of products and services, and operating techniques and strategies to give a clear picture of the planned operation of the coffee shop. Maps and pictures are used in the business plan to illustrate for the reader where the actual location is and how the premise, which is going to be used for the coffee shop, looks like.

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  • Mozgov, Alexander (2004): Development of Tourism in Russia. Exemplary shown on two different structured regions. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The project of the thesis is based on Tourism in Russian Federation, its history and development. I elaborated on two major tourist destinations such as St. Petersburg and Moscow. Present and potential Market Segments are analyzed in order to create a thorough understanding of the thesis. Present and Potential Attractions in St. Petersburg, Moscow and Russian Federation as a whole are discussed and described. At the end of the thesis I composed an evaluation of tourism development and its future perspectives in Russian Federation. The purpose of the thesis is to analyze past, current and potential market situation, market segmentation, and development of new attractions and potential growth of Tourism in Russia.

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  • Oesch, Jarkko (2004): Club management. Scientific research right in the center of gravitation. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The following club management – scientific research right in the center of gravitation paper, is for the QBAR. The paper outlines criteria for a solid overview scheme in order to analyze Club Heineken’s® club rating systems and reveal findings from the questionnaires conducted among QBARs customers. The results are being structured and presented thoroughly. The paper includes competitor analysis and detailed SWOT analysis. The results are being drawn out of its findings. The paper describes the QBAR’s targeted guest segment, strategies, and how the customer’s loyalty towards the bar in the long run can be maintained and improved. The paper outlines projects and promotions that can be done with the QBAR’s suppliers. The F/B control techniques are being illustrated with actual figures and examples, and the sources from which the money comes from.

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  • Singh, Ashok (2004): Tourism Development in Dubai. Future Perspectives of a Successful City. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The paper is about the Tourism Development of Dubai and future perspectives of the city. It provides an overview of the development of the city in the past few decades. How leadership has played a crucial role in the development. The role of women, education system and architecture development over the past 3 decades are covered in the paper. A SWOT analysis is performed on the environmental and competitive landscape of Dubai. Based on the SWOT analysis, strategies for future’s market demands, requirement in infrastructure and marketing approach are done. Furthermore, the benchmarks for a successful tourism industry in Dubai and how this can be sustained in the long run are mentioned in the last part of the paper.

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  • Wei, Zheng (2004): Application Psychology in the Hospitality Industry. With a special focus on the customer service. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Understanding customer behavior is one of the basics to delivery quality customer service, because different customers behave differently according to where they come from, who they are and what jobs they do. There are a lot of ways to identify customers’ behavior, such as learning from books, interacting with customers, observation, getting information from third parties. There is no absolute right way. The best way is learning related information before customers come; observe their behaviors and interact with them when they stay in properties, get feedback from customers and improve in the next time. Since half of the customers come from Japan, Somerset Fortune Garden Beijing try their best to understand Japanese customers’ behavior and serve them accordingly, therefore it has very good reputation in Japanese society in Beijing. Hospitality industry is a people industry. The nature of the business decides the importance of customer service. The companies who only focus on offering high standard living room, equipment and low price actually lost customers in the long run. The companies who put customer care first but with less luxury property still enjoy high occupancy consistently. Consistent quality programs are basics for delivering quality customer service. Quite a few hospitality companies only have orientation training for entry-level employees.

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  • Xiao, Hong Wang (2004): How to attract Middle East and Chinese Tourists on a longterm and continuous Basis to an Exclusive Swiss Hotel. Using Grand Hotel Quellenhof as a Case Study. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This thesis is an analysis of the Grand Hotel Quellenhof’s products and services, its current and future customers; and it is also a recommendation to the hotel in terms of market strategies and competence improve by targeting the two potential new markets, the Middle East countries and China. The Grand Hotel Quellenhof is a 5***** luxury hotel located in the canton St. Gallen in Switzerland. It is also one of the members of Swiss Deluxe Hotel and The Leading Hotels in the World, with its first and only combination of spa, wellness, golf, and casino in Switzerland. It has currently 50% Swiss guests, 30% German guests, and the rest from the rest of the world. However, it is now planning to target the other totally different market. The hotel knows not much from these two markets, but only the future trends in the tourism industry. As well, it has strong competitors in Switzerland such as Dolder Grand Hotel in Zurich and Hotel Eden Roc in Ascona; outside Switzerland such as aggressive development in the intra-tourism in the Middle East, newly and uniquely branded Singapore. Therefore, it is the essential part of paper to discuss about thought through marketing strategies. For the Middle East market, attending the industrial trade fare in Dubai – Arabian Travel Market and sponsoring the Switzerland’s national commercial advertisement are crucial steps. For the Chinese market, corporations with Swiss-Chinese Chamber of commerce, travel agency associates, and targeting specifically the government officers are very important. Last but not least, there should also be motivation plans for hotel’s human resource to improve its employees in coping with the new market segments.

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  • Xiao, Yu Cao (2004): Boutique Hotels in Asia. Parameter of Their Success and Transferability of the Concept into the Chinese Market. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Boutique hotels are relatively new concept to hotel industry, especially in Asia. The purpose of the thesis is to provide an outlook of boutique hotels in Asia, primarily focus on the Chinese market. It also aimed to give some future perspectives of boutique hotel industry in China. In the paper, I discussed some common characteristics shared by boutique hotels and the reason that people are attracted by boutique hotels. It also included some research results about the boutique hotels in European and U.S. market; as well as an analysis of some success factors of boutique hotels is developed in the paper as well. In order to have a more specific look at boutique hotels in Chinese market, I did a SWOT analysis to identify the strength, weakness, opportunity and threat in the Chinese market. Knowing the results of this analysis can be a great help on the success and survival of boutique hotels in Chinese market. Finally, through the study and the information collected by my research, I concluded some future perspectives of boutique hotels in China.

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  • Xiao, Yuan Yang (2004): Internal Marketing of the Tourism & Hospitality Industry linked to the Global Picture of International Marketing. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The emphasis of this paper is put on Internal Marketing in the tourism & hospitality industry as a tool to compete with today’s rapidly changing international market. In respond to the trends, outlooks, opportunities and threats of the global tourism environment, management must clearly analyze and study the markets around the world to be able to fulfil their primary mission: satisfying the customers need, keep existing customers and gain new ones. In the hospitality and tourism sector, such as hotels, restaurants etc. the quality of the delivered services is very closely related to employee performance. Because human capital is considered to be one of the pillars on which the development of tourism rests, it should be a very important matter to management. The marketing is aimed at employees of an organization to ensure that they are effectively working and spreading the vision of the company. It consists of creating a service culture, hiring process, training and rewarding.

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  • Xin, Li (2004): China and its Entry into the WTO. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: China’s entry into the World Trade Organization (WTO) in December 2001, has indeed been an epoch-making event, insofar as it will contribute to the integration of the world’s fastest growing economy with the world trading system. Hence, China’s entry into the WTO is the single most important economic event for the world’s most popular country since economic reforms began there more than two decades ago. It signals the willingness of China to assume a more important international economic, and perhaps political role. China is already the world’s seventh largest economy. Given this sort of growth, what happens with China’s economy over the next decade is of great importance to anyone with an interest in the global economy. The purpose of this diploma thesis is to analyse the developments of China’s economy since 1995 and the implications for China and the rest of the world after the entry into the WTO. Here I will try to examine the pros and cons of WTO membership for China and how that impacts the rest of the world. In addition, future challenges will also be discussed in the thesis.

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  • Xue, Na Zhang (2004): Effects of Foreign Tourism on the Culture of China. Diplomarbeit. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Culture is an abstractive and invisible thing. Especially for human being, it helps us to understand differences of human natures and credits from country to country. Nowadays, western tourists are one of the biggest clients in Chinese economy. However, to satisfy these huge amounts of clients, some of the traditions and cultural values are changed for business reasons. Eventually, plenty of traditions and cultural values have already lost their original senses. It is not possible to say the foreign tourism is a damage or an opportunity to the whole country does not make any sense at all; because neither one of them can be left over. The solution can be to let the tourists from the different culture for a better understanding to Chinese cultural values; by then, most of the values and traditions are probably kept or protected originally. Only by the understanding can make up the cross-culture functioning well; and this also resolve the difficulty of balancing between the affection of economy and culture.

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