Abschlussarbeiten Bachelorstudium Tourismus - FH Graubünden

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Abschlussarbeiten
Bachelorstudium Tourismus

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  • Bernet, Fabienne (2010): Development of a marketing concept for language studies abroad. The case of EF Education AG. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This paper gives a general overview of the Swiss language travel market and the situation of the international company EF Education First. Special emphasis lies on potential customers aged between 25 and 35 years living in the German-speaking part of Switzerland. In a first step, this age cohort was analysed in order to assess their travel expectations and booking behaviour for language travels to English-speaking countries. Literature review and internal booking data from EF Education AG in Zürich helped to characterise the target audience more clearly. To support this secondary research with recent information, an online survey was conducted with customer contacts of EF Education AG. Based on these findings, possible marketing channels and activities were evaluated. The most suitable and promising measures were finalized in a marketing concept with the goal to enhance bookings from the target group. Finally, general marketing recommendations to increase the awareness of EF Education First were proposed to the principal.

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  • Bisquolm, Livia (2010): How to improve St.Gallen’s attractiveness for Day Trips. Analysis of Visitors’ and Non-Visitors’ perception. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Day tourism is still known to be overshadowed by overnight stay tourism. However, in the highly competitive tourism industry, day tourism is becoming more and more important. Further, for different reasons, tourism around Lake Constance is mostly focused on the German lakeside. Nevertheless, this fact can have great potential for day tourism to St.Gallen. The overall scope of this Bachelor thesis is to make recommendations for St.Gallen about how to attract more day-trip visitors from the lakeside. The thesis consists of three main chapters. Firstly, the theoretical part discusses the topic of day-trip visitors and attraction management in order to assess visitors’ behaviour and aspects of city attractiveness. Secondly, in an empirical part, face-to-face visitor surveys were conducted so as to evaluate how St.Gallen is perceived by its visitors and by non-visitors interviewed in Friedrichshafen, Constance and Zurich. In addition, expert interviews in two well-known day tourism destinations were held, in order to make the case of St.Gallen comparable and to obtain insights for final suggestions. Finally, this paper combines theoretical issues with practical findings in order to make recommendations for St.Gallen.

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  • Broder, Peter (2010): E-ticketing at Zürich Zoo. Developing a Strategy for Touristic Value Added. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The fast development of information communication technologies and the introduction of the Internet have changed the way consumers buy products or services. Analysing the newly implemented e-ticketing system at the Zoo Zürich is therefore vital. This bachelor thesis includes a theoretical section, discussing contemporary literature to the topic, an evaluation of e-ticketing systems at comparable leisure companies, an analysing part of the existing e-ticketing system at the Zoo Zürich, and finally a conclusion and recommendation part. Although e-ticketing already exists for more than 15 years, only limited literature is available concerning leisure industry examples, even less for Zoos. Hence, one objective of this research paper was to analyse satisfaction of customers using e-ticketing at the Zoo Zürich and to detect improvement opportunities. To indentify this, an online and an on-site survey have been developed and 148 questionnaires were collected. Findings of the evaluation of comparable leisure companies and this research have then been used to derive recommendations for the Zoo Zürich. In summary, this thesis complements the existing knowledge about e-ticketing at leisure institutions and generates implications for future development at the Zoo Zürich.

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  • Büchler, Dominick (2010): New mountain bike trends in tourism and leisure. The future role of Swiss Cycling. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Mountain biking has evolved fast in recent years and Swiss Cycling is aware of this fact. This Bachelor thesis deals with individual trend disciplines of the mountain bike industry, the socalled Gravity disciplines, and their touristic potential. Furthermore, the future role of Swiss Cycling in terms of mountain biking is examined. The theoretical part consists of a market demand analysis, a stakeholder analysis and finally, trends in tourism and sports are discussed. The empirical part includes the findings of a survey which was conducted during the Swiss Mountain Bike Championship in Chur in 2009. Secondly, experts in the field of the mountain bike industry discuss the service and infrastructure requirements of the Gravity scene and the evaluation of touristic potential. Additionally, concepts are formulated about the tasks of Swiss Cycling, how best to integrate the mountain bike sport in the organization and how to attract new members to the sport. The findings then provide recommendations for tourism destinations and Swiss Cycling with individual concepts.

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  • Büchler, Michelle (2010): Feasibility Study of an Early-Warning System for Touristic Phenomena. The future role of Swiss Cycling. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Swiss tourism industry largely depends on external factors in order to be economically successful. However, only very little has been done in the area of early warning. Therefore, it happens quite often that the industry is insufficiently prepared for trends that might have an effect on turnover. This Bachelor thesis introduces an early warning system designed for the Swiss tourism industry. The system will be able to show major long-term trends and give recommendations on how to deal with them. The aim of the feasibility study is to find out how much effort is involved and what the benefits of such a system would be. Furthermore, it examines whether or not there is a demand for such a warning in the industry. In order to estimate this, 17 interviews were conducted, in which experts from different sub-industries were questioned. At the end of the thesis, a realistic approach on how to proceed with this earlywarning system is presented and also other alternatives are suggested, including what further steps can be taken. Thanks to this paper, Switzerland Tourism will be able to decide whether or not to develop such a system.

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  • Cartwright, Julie (2010): The Chinese Economic Expansion. Opportunities and Threats with a Special Focus on the Swiss Perspective on Tourism and Leisure Industry. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: China’s economic expansion and its impact on the world is a widely discussed topic nowadays. Ever since the reform period, China’s influence on the world economy and on international affairs has increased rapidly. The number of Chinese tourists travelling abroad has increased tremendously in the last decade and is anticipated to expand further with unbelievable speed. This Bachelor thesis comprises an introduction, a literature review outlining theoretical aspects and cultural backgrounds and an empirical section. Finally, there is a conclusion with recommendations. The first objective of the thesis is to investigate the opportunities and threats of the Chinese economic expansion from the Swiss perspective. For this reason, qualitative interviews were carried out with Swiss and Chinese experts in order to compare the opinions of experts from different cultural backgrounds. Furthermore, the thesis examines to what extent the Swiss tourism and leisure industry needs to adapt to the upcoming situation. Three quantitative online-surveys with important touristic service providers in Switzerland, namely cable cars, tourist offices and hotels, were conducted in order to answer this issue.

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  • De Santis, Elia (2010): Enhancement of passenger numbers at Zurich Airport. How to attract more passengers from remote catchment areas. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The liberalisation of the international airline market has led to a steady increase of civil air traffic in the last decades and augmented competition in the entire aviation business. Therefore, the role of airports, whose aim it is to fulfil the existing wish of mobility by society through most efficient operations, is exposed to new challenges. Living in a system where a choice between different airports for passengers has become reality, airports have to position themselves in order to maintain and attract new customers. The catchment area of Zurich Airport stands in the centre of this thesis, at the same time looking at alternative departure regions, where potential passengers could be encouraged to choose Zurich as a point of reference. The aim of this paper is to analyse where potential for enhancement lies compared to the competition. In a benchmark analysis and qualitative in-depth interviews with experts of the airline and travel industry, statements are extracted, from which different models can be derived, by which more passengers from remote catchment areas can be attracted.

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  • Delaney, Michael (2010): Strategies and Corporate Culture in New Business Environments. Managing the International Expansion of the Cube Hotels Group. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: International expansion presents many challenges and considerations for any organization. These challenges are particularly prevalent for the service sector, such as those found in the field of hospitality. Can the strategies and the corporate culture that made the business successful in the first place be the same as those that can achieve similar results in new terrain? To answer this question, this Bachelor thesis takes into consideration the aspects a company must consider before it decides to grow through global expansion. The Cube Hotels Group has had success within the confines of Austria and Switzerland and is now considering opening new locations abroad. An investigation into the thriving aspects of this unique type of niche hotel exposes the concept of a destination for young-at-heart, active holidays-makers. In addition, the factors that the hospitality industry must pay heed to when expanding abroad are elaborated in an in-depth study. Hence, the thesis shows how the Cube Hotels Group can expand internationally by adapting the successful elements of the Group's strategies and corporate culture to new business environments.

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  • Dreier, Jan André (2010): Economic benefits and ecological consequences of snow farming in Davos. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Snow farming as a method of storing snow over the summer was used already in ancient times. In 2008, the WSL Institute for Snow and Avalanche Research SLF carried out a snow farming project in Davos. The aim of the project was to analyse two different methods for snow storage. The project proved that it is possible to store snow successfully over the summer in Davos. The snow was afterwards used to prepare a cross-country ski track. This Bachelor thesis addresses the questions whether there are economic benefits of snow farming in Davos and what the ecological consequences of snow farming are. One objective of this paper is to investigate the current application of snow farming in Davos with focus on the future potential of this method for cross-country skiing. To identify the potential, in-depth interviews with experts were conducted. The paper consists of an introductory section, a theoretical part, and finally, an analytical part. Existing literature on the method of snow farming and the impact of climate change on winter sports served as a basis to demonstrate an optimal application of snow farming in economic and ecological perspective.

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  • Ecoffey, Theresa (2010): Hierarchy and Positioning of Brands. The Case of Ticino Tourism. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Branding is becoming more and more important in tourism destinations. Ticino Tourism as a cantonal tourism organisation deals with their own brand and several regional, local and product brands that are strongly related to tourism. A concrete strategy for handling all existing brands in Ticino has not yet been established. This Bachelor thesis sets out to analyse the branding situation in Ticino for the first time. It gives an overview of the current literature about brands in general, brand image, brand positioning and hierarchy as well as branding strategies in tourism. To analyse the current positioning and hierarchy of the most important brands in Ticino, in-depth interviews with representatives of Ticino, Bellinzona, Lugano and Locarno-Ascona were conducted. To gain an overview on the perceived image of the analysed brands a customer survey was conducted. 80 tourists or potential tourists participated in the survey. In conclusion, a strategy how to deal with the existing brands is put forward in order to give Ticino Tourism ideas on which direction to take in terms of a future branding strategy.

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  • Egloff, Salomé (2010): Success criteria of volunteer recruitment for sports events with specific reference to the Ironman contest. How to motivate volunteers? How to foster a sustainable relationship?. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Volunteers are crucial for the success of sports events such as the Ironman Switzerland. Therefore, great attention has to be paid to them, especially when considering the steady decline of people willing to volunteer in many sectors where they are needed. This Bachelor thesis consists of a theoretical and a practical part, in which the motives and preferences of the volunteers at the Ironman Switzerland are evaluated. Research was done through expert interviews with leaders of volunteering clubs. This method should reveal the major motives of volunteers and in addition outline the form of compensation they value most. The aim of this thesis is to facilitate ways for the organizers of the Ironman Switzerland (BK Sportpromotion AG) of finding enough volunteers and also to increase their motivation to remain as volunteers for future events. This goal can be achieved by finding out each person's motives and preferences.

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  • Fahrni, Michael (2010): Development of a Measurement Instrument for Day-trip Visitors to Chur. Case Study of Chur. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This paper addresses the topic of day tourism and within this field it is the aim to develop a strategy for measuring the amount of day visitors. These play an important role in the tourism industry but are much more difficult to count than their counterparts, those who stay overnight. Due to this difficulty, there are hardly any methods or instruments in use yet anywhere in the world. It was the goal of the author together with the external partner Chur Tourismus to change that. This Bachelor thesis compares and evaluates different counting methods in tourism in order to find and develop the most suitable instrument for Chur, considering the requirements of Chur Tourism and the characteristics of the city. Two survey-based methods were tested for the first time within this paper, guest surveys in nearby destinations as well as counting visitors and conducting surveys in the old town of Chur. Although the thesis is a case study for the city of Chur, the findings indicate a strategy which could be implemented in other Swiss cites as well.

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  • Gamper, Michelle (2010): New guests for the Hotel Schweizerhof in Lenzerheide. Evaluation of new geographical markets. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Hotel Schweizerhof is a leading 4-star hotel in Lenzerheide with 80% of its customers being Swiss. The purpose of this thesis is to identify new geographical markets for the hotel. The theoretical part is about wellness tourism and its diversity, and the presentation of hotel Schweizerhof, the destination Lenzerheide and the canton Grison. Out of the literature critical success factors are determined for analyzing particular potential geographical markets. The second part contains a comparison of hotels in similar destinations and their current geographical markets and the analysis of the various geographical markets on the basis of the critical success factors. The findings of the analyses present the most appropriate geographical market. The conclusion highlights the potentials of the final market and outlines strategies to attract this market. Furthermore, recommendations for the Hotel Schweizerhof are suggested.

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  • Gasser, Rahel (2010): The Development of the Emmental as a destination from the perspective of the BLS AG. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Today, rural areas are suffering from various problems, such as insufficient infrastructure and migration of the younger generation to the towns. For some of these areas, the manifold forms of rural tourism could be a solution. However, it is not a panacea and not suitable for all nonurban regions. The Emmental, a rural region in the canton of Berne, was analysed in detail and found to be suitable for rural tourism. However, beautiful scenery is not enough to attract tourists. Furthermore, the number of passsengers transported by the railway company BLS AG in this region needs to be increased in order for it to become sustainable. This Bachelor thesis gives an overview of the region by investigating its strengths and weaknesses as well as the opportunities it has to offer and the threats which tourism could pose. Further, a social network analysis with various tourism stakeholders from the region gives detailed information about how they are interlinked. Moreover, this work illustrates the relationship between the tourism stakeholders and the BLS AG as well as the perception of the transport company in the region. Out of these findings, some new products for the railway company have been created, which aim at making the Emmental area more attractive for visitors.

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  • Geissbühler, Urs (2010): An analysis of visitor expectations and perceptions of the Tropic House Frutigen. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Tropic House Frutigen opened for business in November 2009. The operators have certain expectations and perceptions. However, the expectations and perceptions of visitors and the positive impact on the region of Frutigen, Adelboden and Kandersteg generated by these visitors, have yet to be analysed. The main focus of this work is to investigate the expectations and the perceptions of the visitors to The Tropic House and to find out where they correspond with and where they differentiate from those of the operators. This Bachelor thesis consists of an introductory part, a theoretical chapter and a main part, examining the results of a survey conducted using two questionnaires. One questionnaire was distributed to the visitors before their visit in order to collect expectation data. The second one was collected after the visit in order to gather data about their perception, together with information in relation to their expenses outside The Tropic House in order to calculate the added value to the region. The main target of this work is to propose suggestions to close the gaps identified between the expectations and perceptions of the visitors, which in turn will improve what the Tropic House Frutigen has to offer.

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  • Gerber, Andreas (2010): How can SWISS increase Customer Value of Budget Leisure Travellers?. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The market entrance of low cost carriers has led to deregulation in the airline industry. Air fares have decreased and more people can now afford to fly. in particular, the industry registers an increase of price-sensitive passengers, so-called Budget Leisure Travellers. Therefore, a profound understanding of this customer segment is essential for full service carriers. This Bachelor thesis highlights travel and buying behaviour of the Low Budget Traveller and investigates service propositions that create additional value for this price-sensitive customer segment. What is more, it assesses the willingness to pay for selected service elements and analyses the findings together with experts from different organisational units of Swiss International Air Lines. Although various literature about segmentation approaches of Low cost and full service carriers exists, little research has been done on Low Budget Travellers. The main objective of this work is to fill this gap. The literature review is supplemented by a passenger survey with 275 SWISS and 105 low cost carrier passengers, a case study and expert interviews. Finally, recommendations for SWISS are deduced from the findings.

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  • Gessler, Monika (2010): The development of a Corporate Social Responsibility (CSR) concept with reference to Kids Cross 2010. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In recent years, sport, as a substantial element of our global every day culture, has increased greatly in significance within most societies. Its simplicity, emotional and global characteristics are thought to play an important role in developing personal and social competences. Considering present social challenges, the following question gains importance: How can sport unfold the full potential of the individual and society? The first goal is to find the answers in the one-day event called KidsX in Heiden. The second is to find criteria which have sustainable effects on a social, economic and environmental level. The third will be to explain the differences between CSR, Sustainable Event Management and Charity. To identify relevant criteria, a literature review will be made and qualitative research using expert interviews will be done. Besides the theoretical parts and an analysis of the existing KidsX concept, the author will give recommendations for future KidsX events. Finally, a new CSR model for KidsX will be developed.

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  • Gojkovic, Monika (2010): The Green Outdoor Consumer. Willingness to Consume Green Goods and to Cooperate in Recycling Outdoor Equipment. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Global changes are taking on ever bigger dimensions. In the seventies, a new lifestyle was initiated – The Lifestyle of Health and Sustainability. The people subscribing to this lifestyle care a lot about the ecologically friendly production of the products that they consume. The followers of this lifestyle have become one of many groups with considerable purchasing power. This means that industry needs to provide products and services in line with this trend; largely, this is already being done. Recycling comprises a large part of this Bachelor thesis, as the life cycle and the recyclability of a product has a strong impact on the environment. In outdoor industries, this green trend has been strongly pursued. This thesis focuses on polyester for outdoor jackets, which are already 100% recyclable. Some outdoor companies have already proposed a recycling program, but the offer is not used regularly by owners of discarded outdoor jackets. This was a matter for analysis through a survey with 185 participants. This thesis is about the reason for disuse and the willingness to participate in a recycling program, as well as the readiness to purchase recycled products from the perspective of the outdoor customer.

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  • Haag, Marius (2010): The contribution of mega-events to sustainable tourism in rural areas. Case study World Cup 2010 Northern Cape South Africa. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The FIFA World Cup 2010 took place in South Africa. It is the first time that an African country has hosted the FIFA World Cup. Logically, a lot of hopes were created through the successful bid. But what will remain of it in the rural areas of South Africa? This Bachelor thesis focuses on the sustainability of products implemented for the FIFA World Cup in the Northern Cape – the main question is to find out whether the products are sustainable or not. To answer this question, this Bachelor thesis, which is built up around a case study, consists of a literature part, in which the most important books and articles about sustainability, tourism in rural areas and product development are discussed. Moreover, a sustainability analysis and interviews with very well-known experts (Richard Butler, C. Michael Hall etc.) will complete the case study. In summary, this paper researches the sustainability of products implemented for a megaevent in a rural environment and defines possible mistakes which are made.

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  • Heidelberger, Severin (2010): The destination Arosa and its chance to excel by expanding its summer offer. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Since the demand for year-round activities in mountain regions is steadily increasing, the need to focus on the development of Alpine summer offers is essential for the future. Moreover, there is great potential for further growth in Switzerland’s current Alpine summer tourism industry, which is far from being exhausted. This Bachelor thesis deals with the current situation of Alpine summer tourism and its potential for the future, based on the example of Arosa. Furthermore, this research paper illustrates the introduction and development of all-inclusive offers in Alpine regions. Hence, a closer look will be taken at the most successful competitors within the all-inclusive market in Grisons as well as in Austria. Additionally, upcoming trends and development opportunities in the field of all-inclusive offers and alpine summer tourism will be looked at. Finally, this thesis will give suggestions for conceivable product expansion in Arosa.

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  • Helg, Martin (2010): Quality audit of Eitzinger Sport- und Aktiv-Ferien GmbH. How could Eitzinger Sport und Aktiv-Ferien GmbH evolve and improve their quality, based on a Quality Management System?. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In the service industry, and therefore also in tourism, quality is evaluated by the customer. For this reason, perceived service quality represents an essential indicator for the business success. Furthermore, the tourism market is characterized by a high degree of competition. This was reason enough for Eitzinger Sport- und Aktiv-Ferien GmbH to test the organization’s quality management. This Bachelor thesis is divided into several sections and starts with an introduction. Secondly, existing literature in the field of quality management is analyzed closely in order to devise questions for the interview questionnaire. This enabled the compilation of qualitative data for part three. Expert interviews were conducted with three employees in managerial positions at Eitzinger Sport- und Aktiv-Ferien GmbH. Based on this data, the company’s quality management system is illustrated. In order to integrate customer perception in the quality audit, existing customer survey data, compiled by the company, is further analyzed in part three of the thesis. Finally, recommendations concerning the future development of the organization’s quality management are given.

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  • Horlacher, Kerstin (2010): Market Analysis for the «Milestone» Tourism Prize. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The purpose of this thesis was to conduct a market analysis for the «Milestone» tourism prize. Regular market analysis is needed in order to remain competitive in the dynamic world of tourism awards in Switzerland. To restrict the broad term market analysis, special research focus was put on the brand awareness level, the positioning and image of the «Milestone» as well as its sustainability. The research done gave insight into the added value for the «Milestone» winners as well as USPs that could improve the competitive advantage of the «Milestone». In order to measure the competitiveness of the «Milestone», a benchmarking analysis was conducted. In a second step an evaluation of sustainability research, including surveys and expert interviews was undertaken. The results of the benchmark analysis and the evaluation of sustainability resulted in a summarizing SWOT analysis which presented the main findings of the research conducted. The weaknesses and opportunities from the SWOT analysis finally helped to elaborate recommendations for the «Milestone» and its future.

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  • Hürlimann, Johanna (2010): Does art add value to a destination?. The case of Bad Ragartz. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Since 2000, every three years from May until November, the sculpture exhibition «Triennale der Skulptur» Bad Ragartz has taken place in Bad Ragaz. There is neither an entrance fee nor are there any opening hours because the sculptures are spread out all over the village and can be viewed freely day and night. This Bachelor thesis analyses the question whether art can add value to a destination, using the example of the sculpture exhibition Bad Ragartz. After an introduction in chapter one, the literature review in chapter two contains added-value analyses of cultural events in different places. In the following chapter, an overview of Bad Ragartz and an analysis of the current situation as well as the potential of the sculpture exhibition is presented. Owners of hotels, restaurants, cafés, shops, the community, the organisers and the tourism organisation were interviewed to give insight into the matter. The findings are summed up in a SWOT analysis to determine models for the development of the sculpture exhibition. in addition to the question whether the sculpture exhibition adds value to Bad Ragaz, there are also suggestions for improvement, and a critical discussion is developed in this thesis.

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  • Jäger, Manuela (2010): Market potential of the Andermatt Swiss Alpine Resort for the Rhätische Bahn (RhB). Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The goal of this Bachelor thesis is to analyze the potential of the prospective resort in Andermatt for the RhB. Furthermore, it makes suggestions how to generate added value and attract additional clients for the RhB from the Andermatt Swiss Alpine region. An obstacle within this context is that the RhB is not directly connected with Andermatt but only through the premium product Glacier Express, which is managed together with the Matterhorn Gotthard Bahn. Firstly, the target group of the new resort was examined and also what Andermatt has to offer. To estimate the economic potential for the RhB, expert interviews were conducted and a potential analysis made. In the analysis, a list of criteria was evaluated and adapted to the situation. Through this, the author found out how a particular offer could meet the needs and wants of guests to the resort. Finally, the opportunities and limitations of various offers were researched and some product ideas proposed that would be popular with the guests as well as the RhB.

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  • Keller, Katja (2010): Suitability Analysis of Winter Offers in Parc Ela. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The goal of this Bachelor thesis is to analyze the potential of the prospective resort in Andermatt for the RhB. Furthermore, it makes suggestions how to generate added value and attract additional clients for the RhB from the Andermatt Swiss Alpine region. An obstacle within this context is that the RhB is not directly connected with Andermatt but only through the premium product Glacier Express, which is managed together with the Matterhorn Gotthard Bahn. Firstly, the target group of the new resort was examined and also what Andermatt has to offer. To estimate the economic potential for the RhB, expert interviews were conducted and a potential analysis made. In the analysis, a list of criteria was evaluated and adapted to the situation. Through this, the author found out how a particular offer could meet the needs and wants of guests to the resort. Finally, the opportunities and limitations of various offers were researched and some product ideas proposed that would be popular with the guests as well as the RhB.

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  • Keller, Melanie (2010): Communications Concept for Sudden Rush. Positioning a Travel Agency on the Market: Analysis and Recommendations. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Due to the internet and the increase of suppliers in the market of board sport travel providers, it is necessary for a company to expose itself in order to find a unique economic position. As an established board sport travel agency, Sudden Rush GmbH has had no clear strategy concerning its communicational activities, so far. Even if the company puts effort into its existing communications instruments, they are not aligned strategically. The aim of this Bachelor thesis was therefore to set up a successful communications concept for Sudden Rush GmbH. First, the initial situation of the company was analysed in order to find out about market conditions and the current perception of stakeholders. These findings clarified the problem and, together with the future vision of the company, which was identified in an internally organised workshop, served as basis for developing a communications strategy. Based on this strategy, essential elements of the communications concept, such as goals, target group and messages, were defined. As a result, recommendations for the implementation of the concept with concrete measures with which the company could reach its targets were presented.

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  • Kim, René (2010): Cultural Tourism. The case of St. Gallen-Bodensee. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Changing interests and worldwide trends cause an increasing number of destinations to try to position themselves in cultural tourism. A development, which, of course, has led to fierce competition. It is becoming more and more important to offer guests unique experiences and to expand services constantly. St. Gallen-Bodensee, a region with a UNESCO World Cultural Heritage and an attractive natural scenery, is assumed to have a promising future in cultural tourism. This Bachelor thesis examines the potential of cultural tourism in the region of St. Gallen-Bodensee. The work is structured in three main parts. Firstly, central aspects of cultural tourism such as typologies of cultural tourists, trends, marketing and strategies are outlined. In the second part, a SWOT analysis of St. Gallen-Bodensee as a destination for cultural tourism is made. The contributions for conducting this analysis were made with the help of in-depth interviews with nine experts. Based on the findings of literature research and interviews, recommendations for St. Gallen-Bodensee Tourism on how to tap the identified potential are revealed.

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  • Knecht, Corinne (2010): Economic challenges for hotels in Arosa and recommendations for the hotel Eden. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: While the destination Arosa is well known for lots of sunshine, fresh Alpine air and guaranteed snow, it also has to deal with economic problems. A profound understanding of success factors for a destination was therefore essential. The main goal was to find out what economic challenges hotels in Arosa are facing and how the destination has developed over the years. This Bachelor thesis consists of a careful analysis of statistical data focusing on the number of overnight stays and the number of hotels. One objective of the research was to find out how the hotel industry has changed and why the number of hotels has decreased. Additionally, the impact of the accessibility and the location of Arosa were examined in depth. The famous hotel Eden in Arosa was chosen for a financial analysis. Finally, the results of the destination Arosa were compared with the findings of the Hotel Eden. In conclusion, this paper gives an overview of the destination Arosa with regard to the development of the hotel industry and gives recommendations for the future development of the Hotel Eden.

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  • Kranz, Vanessa (2010): Integration of foreigners in Liechtenstein through leisure activities. How to use leisure activities to integrate foreigners?. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Foreigners are becoming more and more important for Liechtenstein due to increasing immigration numbers and their importance for Liechtenstein’s economy. Therefore, a profound understanding of the thoughts, needs, values and beliefs of foreign and local citizens is essential for professional and successful integration. This Bachelor thesis consists of an introductory part, a theoretical section and an analysis of leisure activities which can be used successfully in integration work. Literature about integration in general and about foreigners in Liechtenstein does exist, but none about integration through leisure activities. Hence, one objective of this paper was to find out which activities are both popular and helpful for integration. In order to determine this, a questionnaire was devised for foreigners and local citizens. Also leisure clubs were contacted to investigate their situation with foreigners. Furthermore, expert interviews were conducted in order to obtain a professional view about the integration issue. To sum up, this thesis summarizes the present situation in Liechtenstein, giving comparative examples, and finally helps to further integrate foreigners successfully.

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  • Kuhn, Maximilian S. (2010): The Development of a Media Strategy for the Congress Center Basel. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The right kind of promotion and a good communications strategy towards target groups is essential for every organization. The Congress Center Basel, which offers the largest congress space in Switzerland, is no exception. Its method of communication needs to be improved in order to become more efficient. As a result, it is necessary to develop a suitable new media strategy. This Bachelor thesis supports the Congress Center Basel in the successful utilization of their media handling and tries to optimize their communication channels. The aim is to develop a media strategy for a more efficient way to reach the target group and media coverage. The thesis is structured in four main parts. First of all, the theory about communication, media types and media strategies is defined. Secondly, the Congress Center Basel and its current situation are described. Afterwards, qualitative research obtained through conducting expert interviews is done and the results compared with theoretical findings from literature. Finally, these results are adapted to the Congress Center Basel and a suitable media strategy is recommended.

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  • Kündig, Fabrice (2010): The Potential of Health Tourism for Zurich. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The aim of this Bachelor thesis is to find out what potential health tourism has in Zurich and how this potential could be used. The thesis consists of an introductory part which comprises the research problem, the research scope, the research strategy and the structure of the thesis. In the literature review chapter, a delimitation of the term health tourism can be found. Moreover a benchmark analysis with best practice of national and international competitors of Zurich is made and the existing offers in Zurich are presented. In the empirical part, the analytical method used for the thesis is explained. The findings of various expert interviews, conducted with representatives of hospitals, hotels and health tourism organisations are listed in the results and discussion chapter. Next, recommendations for Zurich tourism are made and lastly, to summarise it, a final conclusion can be found.

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  • Ledermann, Wanda (2010): Identification and development of strategic key elements for the sports sponsorship concept of Beach Mountain. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The amount of money Swiss companies invest in sponsorship is increasing. Large enterprises have enhanced their professionalism in this sector over the last years immensely since the power of this marketing tool to reach customers was discovered. The question is, can small and middle-sized companies with a smaller communications budget benefit from sponsorship activities as well? The case of Beach Mountain, founded in 1985, is an example of a Swiss skate, snowboard and surf shop. Due to increased competition over the last decade, it aims to use its advertising budget more efficiently. The aim of this thesis is to identify key factors for a successful sponsorship concept and to improve the current process. In the first part, existing literature about sponsorships was investigated in order to present a general theoretical framework. In a next step, the Beach Mountain Company and its internal processes were analysed to detect current issues. Finally, expert interviews were conducted to gain more knowledge about the special case of small and middle-sized companies as sponsors as well as the current sponsoring situation in the Swiss skate and snowboard scene. All in all, it can be said that the aim of the paper is to build a bridge between the existing theoretical framework of sponsorships and the case of the Beach Mountain company as a small and middle-sized enterprise.

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  • Maag, Livia (2010): Airport Service Quality at Bengaluru International Airport. Identification of the critical success factors for performance management. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In times of airport privatization in India, Bengaluru International Airport Ltd. (BIAL) as the first to undergo this process, is supported with a knowledge transfer by Zurich Airport Ltd. Since BIAL’s start of operations in 2008, both shareholders aspire high Airport Service Quality (ASQ) which requires permanent improvement. The objective of this research is hence to identify the critical success factors of performance management that allows BIAL to improve its results in the quarterly conducted ASQ survey. Structurally, this Bachelor thesis consists of an introductory part and further an overview of the relevant science in the literature analysis, including the main cultural differences between Switzerland and India. Later on, a qualitative study in the form of 14 expert interviews, described in the research methodology part, was conducted. The chapter results consist of the data analysis and the success factors revealed through this analysis which contribute to well-functioning performance management. How those factors can be implemented under consideration of cross-cultural differences is presented in several specific recommendations that form the conclusion of this thesis.

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  • Mäder, Liliane (2010): Assessment and Conceptualization of Green Tourism Tax Models for Tourism Regions. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Environmental resources are core ingredients for the tourism industry and background elements for the production of tourism experience. Consequently, a region’s competitiveness is highly dependent on the protection of the ecological integrity of these features. Although the interdependency of tourism and environment is obvious, nature is still seen as a public commodity without any market price. This Bachelor thesis aims to find a way to make tourists contribute to the maintenance of the landscape. More specifically, an appropriate green tourism tax model for the region of Glarus is to be developed. The paper consists of three main parts: introductory part, theoretical part, and practical part. In the practical part, existing tourism taxation models with environmental aspects as well as alternative taxation models have been analyzed according to five assessment criteria. As a result, an ideal green tax model for canton Glarus has been conceptualized. In a final step, the model that was developed was discussed in a Focus Group Interview with the aim to adapt it professionally. In summary, the overall aim of this thesis was to assess existing green tourism tax models giving best practice for an ideal model for canton Glarus.

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  • Messmer, Camillo (2010): Development of a Customer Acquisition and Retention Strategy for Tourism Destinations. Integrating Seelisberg. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Swiss Tourism industry today is still characterized by highly fragmented structures due to a long standing tourism culture within the country. Parallel to this and with increasing competition, customer acquisition and retention have gained in value. Since, however, such customer strategies often depend on a professional relationship management system, many tourist destinations have decided to merge and thus profit from synergies and split costs in order to stay competitive. This Bachelor thesis consists of an introductory part, a literature research section and a section about the research of two-case studies, which subsequently give comparative insights. Due to a broad range of inconsistent customer acquisition and retention strategies found in literature, the conclusion was made to implement a situational based strategy. Respecting this fact, the main objective of this thesis in a first step is to illustrate the strategic possibilities within customer acquisition and retention in the case of Seelisberg Tourism. In a later step and based on the second case study, it is shown that cooperation with other regional partners at this level is logical. Conclusively, as a result of this stuy, recommendations about suitable strategies are given.

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  • Möckli, Julia (2010): Development of a Marketing Strategy to Promote Armenia as a Travel Destination in Switzerland. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: International travel is expected to grow within the next years. An increasing number of people want to discover new parts of the world, where travel was not possible a few years ago. An example of such a country is Armenia, a former Soviet country situated in the Caucasus. Tourists have started to experience the beauty as well as the rich cultural heritage of Armenia. The aim of this Bachelor thesis is to develop a marketing strategy to promote Armenia as a travel destination in Switzerland. This should lead to full airplanes on the direct flights Zurich-Yerevan-Zurich, operated by the Armenian airline Armavia Aircompany with its Swiss general sales agency, AirPass Services Switzerland AG. The thesis consists of three main parts. The methodology outlines the research method which was chosen, namely expert interviews. It is followed by theoretical background about marketing planning, in which several approaches by different authors are discussed. The findings of this chapter lead to the application of marketing planning, which starts with an in-depth situation review. With the outcome of the analysis as a basis, the strategy formulation with its main part «development of a marketing mix» is undertaken.

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  • Müggler, Christian (2010): Kuoni’s Stakeholder Communication in Corporate Social Responsibility. Review from status quo to how it will develop in the future. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Since Kuoni implemented its Corporate Social Responsibility (CSR) strategy, it has striven to accomplish a positive contribution to sustainable development. An important aspect is to make customers aware of sustainable issues. Together with the help of the tourism service chain, this Bachelor thesis examines where and how sustainable aspects can be integrated in customer communications. The paper is structured in four main parts. Firstly, the literature review gives insight into sustainable tourism development and the role of CSR associated with stakeholder collaboration. The tourism service chain as well as sustainable marketing and communications complete this part. Secondly, the current situation of Kuoni and its CSR is analysed. In the third part, surveys and interviews with Kuoni customers were conducted in order to investigate two holiday trips. Finally, the practical findings and the theoretical approach are compared in order to answer the research question.

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  • Müller, Dominic (2010): Complaint Management and its Role for Continuous Improvement of a Tourism Destination. An Application in the Case of Canton Ticino. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Although the role of complaints as an important part of customer relationship management is indisputable, little study has been done on the contribution of complaint management to quality improvement. On the other hand, quality with respect to tourism is now receiving increasing attention. This is also true in the case of Ticino Turismo, which is considering the implementation of a common complaints management for its destination. The purpose of this Bachelor thesis is to investigate to what extent the common management of complaints can help to improve the quality of a tourism destination. With this in mind, Ticino’s tourism environment was analyzed with special regards to complaint management by interviewing 13 experts. In addition to a broader understanding of the theoretical relations, the thesis makes recommendations for the principal.

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  • Noser, Christoph (2010): Differentiation as a strategy in musical theatres. Success factors and strategic options for the Schlossoper Haldenstein. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In the catchment area of Grisons there is a comparatively large number of organisers of openair musical theatres. With increasing competition, actors have to distinguish themselves from their competitors in order to achieve competitive advantage. The Schlossoper Haldenstein has to meet this challenge in order to remain competitive. The aim of this Bachelor thesis is to evaluate how regional open-air musical theatres differentiate from each other, what potential strategic success factors exist in that specific field of business and how important they are for establishing competitive advantage. By applying a benchmark analysis in conjunction with expert interviews, strategic success factors of the Schlossoper Haldenstein will be identified, which will be the basis for a detailed SWOT analysis. According to the findings from the SWOT analysis, appropriate strategic options for the Schlossoper Haldenstein are developed.

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  • Oesch, Valerie (2010): The Hotel Industry in Appenzell Innerrhoden. Structures, Business Models, Ownership and Succession: Analysis and Recommendations. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In the catchment area of Grisons there is a comparatively large number of organisers of openair musical theatres. With increasing competition, actors have to distinguish themselves from their competitors in order to achieve competitive advantage. The Schlossoper Haldenstein has to meet this challenge in order to remain competitive. The aim of this Bachelor thesis is to evaluate how regional open-air musical theatres differentiate from each other, what potential strategic success factors exist in that specific field of business and how important they are for establishing competitive advantage. By applying a benchmark analysis in conjunction with expert interviews, strategic success factors of the Schlossoper Haldenstein will be identified, which will be the basis for a detailed SWOT analysis. According to the findings from the SWOT analysis, appropriate strategic options for the Schlossoper Haldenstein are developed.

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  • Pankler, Stefanie (2010): Development of an innovative event management concept. Subtile: A professional event management concept for the Open Air Val Lumnezia. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Open Air Lumnezia is the largest open air music festival in canton Grisons. It is performed by the Association Open Air Lumnezia, and the tasks required for the delivery of the festival are performed by fairly experienced, but semi-professional persons. This means that there is a need for the development of a clearly written concept. This Bachelor thesis consists of two parts. First, a theoretical part including a short introduction is written to elucidate the crucial basics as well as models and techniques related to event management. Secondly, the theory illustrated is applied to establish a suitable concept and action plan for the festival to assure further success. Besides the analysis of literature and databases, a benchmark study on open air festivals in Switzerland was conducted to gather additional information regarding the approaches used by individual organizers. Moreover, expert interviews were conducted in order to evaluate the present situation of the festival and further assess the fields in which innovation is needed. To sum up, this thesis designs an event management concept which is perfectly customized to the needs of the successful planning and realization of the Open Air Lumnezia.

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  • Popovic, Vasja (2010): Russian tourists and Swiss locals. The impact of Russian tourism on Alpine destinations analyzed in the case of St. Moritz. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Every destination which attracts a large amount of tourists experiences both positive and negative effects. Improved economic well-being versus increase in prices for living and real estate; different cultures bringing life into a small village versus local annoyance resulting from overcrowded public transport, streets, restaurants, bars; preservation of cultural sites and historical monuments versus overall pollution caused by over-consumption, wastage and traffic – these are only some examples of the challenges every destination should be aware of and be prepared to deal with. The author of this Bachelor thesis analyses the situation in the ‘Top 5’ Alpine destinations most popular among Russians, with a special focus on St. Moritz. In order to do this, interviews with experts from relevant fields, and questionnaires with stakeholders from each destination were conducted in order to find out the answer to the question: «Weighing the positive and negative impact of Russian tourism – is this trend in general a help or a problem for the future success of Alpine destinations?»

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  • Poschke, Juliane (2010): Chances and Risks of Marketing Cooperations. The Case of Austrian’s Farm Stay «Alpen in Sicht». Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Continuously changing and evolving markets define the global economy, where the customer of today might already be a different one tomorrow. Inevitably, change demands adaptation and has caused the marketing industry to take creative and innovative measures in order to keep up with the ongoing changes. One of these measures is marketing cooperations, which in recent years have enjoyed increasing popularity amongst more and more companies. This Bachelor thesis consists of an introduction, a theoretical approach and a practical framework about marketing cooperations and analyses the cause behind the increasing establishment with respect to the objectives pursued, the chances created and the crucial factors which are influential. In the empirical section, an example of a marketing cooperation is introduced and the findings of the theoretical part are applied. In general, this paper aims to provide the reader with profound knowledge about marketing cooperations in combination with a practical viewpoint.

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  • Scaramuzza, Rina (2010): Measuring employee satisfaction in the travel industry. Development of an integrated concept. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Employee satisfaction is crucial for every company. Especially when employees are in close contact with clients it is essential to know if they are satisfied. There are many theories which exist about employee satisfaction but not specifically for the travel industry. The first part of this Bachelor thesis explains the theory and in a next step the analytical part including expert interviews One problem was to find the appropriate way to measure employee satisfaction in the travel industry. There are various models and methods which can be used for the measuring process but not all of them are useful. The expert interviews conducted for this research paper are very informative and show how sensitive the topic is. The conclusion of this thesis explains which aspects have to be respected in order to conduct a representative survey in the travel industry and furthermore how crucial it is to conduct such surveys as they are a chance for improvement for a company.

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  • Schaub, Bruno (2010): Suitability of environmental impact studies in a green outdoor industry. The example of Life Cycle Assessment. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The impact caused by human activities to the natural environment has led to a range of problems. The outdoor industry is highly dependent on an intact natural environment. Therefore, the outdoor industry in particular is concerned with measures which reduce a negative environmental impact on their activities. This Bachelor thesis consists of an introductory part, in which the aim and the research strategy are outlined. The literature review represents the main part of the thesis. A holistic view on the suitability of the Life Cycle Assessment (LCA) methodology is followed by an insight into the outdoor industry and its environmental developments. The aim of the thesis is to provide an overview of the measures undertaken by the outdoor industry to reduce its environmental footprint. Furthermore, there is an investigation, on the basis of a case study, how significantly consumers contribute to overall emissions attributable to the outdoor industry with their behaviour. The results indicate the suitability of the LCA methodology within the outdoor industry, where in the industry environmental improvements have already been made and where future improvements should be addressed.

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  • Schiesser, Stefan (2010): Brand creation, positioning and brand awareness of Montafon. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Consumers today are faced with information overload. The number of brands has dramatically increased during the past years. At the same time, the capacity and willingness of consumers to absorb and process information has decreased. The importance of strong brands has become a central theme in marketing and sales. This Bachelor thesis analyses the identity, image and level of awareness of the destination brands Schruns-Tschagguns and Montafon. Important questions are how the brands Schruns-Tschagguns and Montafon are perceived by people in target markets and how well-known the brands are in comparison with each other. To be able to answer these questions, an online survey was conducted. Additionally, the image brand managers have of Schruns-Tschagguns and Montafon was evaluated by conducting interviews. To summarise, the content of this papers reflects the range of perceptions of the two brands both from an inside as well as from an outside perspective.

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  • Schmutz, Simone (2010): Conception for a GPS Audio-Tour in the Lake Lucerne Region. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Tourism has seen a long history in the Lake Lucerne region and is still of great significance today. As consumer behavior is changing, the tourism industry is developing. Tourist requirements and expectations are increasingly higher and ever more sophisticated. Information technologies have become daily routine. As a result, unique locations are no longer enough to attract visitors. New, flexible and better products are needed. Within the area of audio entertainment, the wireless GPS tour entertainment system TriggerPOINT is one new option which presents tourism providers in mobile surroundings, such as ships or trains, these much needed opportunities. The aim of this Bachelor thesis is to investigate the overall interest of tourism providers in introducing a TriggerPOINT audio tour in the Lake Lucerne region and give recommendations to Audiotours GmbH accordingly. This work is firstly based on existing literature concerning tourism market trends, the attractions of the region of Lake Lucerne and the audio guide market. Secondly, a total of seven expert interviews provide primary findings. Finally, the recommendations suggesting potential cooperation partners, attractions and the general handling process round off this thesis.

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  • Schneider, Maria (2010): Challenges and Opportunities for Braunwald-Klausenpass Tourismus AG within the DMO Structures in Canton Glarus. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Globalisation and changing consumer needs have led to important changes within the tourism industry. In order to promote sustainable and competitive destination development, traditional tourism structures need to be reorganised. This Bachelor thesis deals with the challenges and opportunities for the Braunwald-Klausenpass Tourismus AG (BKT AG) within possible new destination management organisation (DMO) structures in Canton Glarus. The paper comprises an introductory part followed by a literature review, analysing existing literature about destination management. Secondly, the paper presents the holiday region Braunwald-Klausenpass and the company BKT AG, followed by a SWOT analysis. Furthermore, the tourism structures in Canton Glarus are analysed before possible future organisational structures are presented. Based on the first two parts, possible strategies are discussed as to how the BKT AG could fit in best into new DMO structures. Finally, recommendations for the future development of the BKT AG are given.

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  • Schnyder, Cornelia (2010): Development of an Event Concept for a Tennis Gala Night (Charity Event). Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Roger Federer Foundation is a charity foundation, which was founded in 2004 by the tennis player, Roger Federer. At the end of the year 2010, the foundation will hold its very first charity event. The aim of the event is to raise money for social projects supported by the Roger Federer Foundation. This Bachelor thesis presents the ideas of the Roger Federer Foundation and gives valuable input for the design and planning of the event. In addition, it provides an overview of the charity event market, its industry players and how event management is ideally implemented in practice. A vital part of this paper consists of the elaboration of a communication and pricing concept for the charity event. Last but not least, recommendations for successful implementation are given and potential success factors for the event are outlined. The results of this paper are obtained through an extensive literature review, expert interviews and a market analysis in the field of event management.

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  • Schuler, Christoph (2010): Impacts and Influences on Tourism in Lithuania with regards to its Nomination as European Capital of Culture 2009. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The European Capital of Culture event 2009 was hosted in Vilnius, the capital of Lithuania. The concept of the European Capital of Culture, which is today one of the most renowned and prestigious cultural events in Europe, developed 25 years ago from the ideas of cultural exchange and bringing Europe closer together into a valuable marketing tool and an instrument which could accelerate cultural, social and economical development of the host city and country. However, little research has been done to ascertain what impact such an event might have. Moreover, how it affected tourism in the host city and country has hardly been subject to investigation. This Bachelor thesis focuses on the impact and influences in Vilnius and Lithuania caused by the European Capital of Culture from a tourism point of view. In a first step, an overview of relevant literature available is provided, followed by a benchmark analysis, including former host cities. Expert interviews were conducted in Vilnius among individuals from the tourism industry, the national and local government and the organisation committee of the event in order to evaluate the impact from various perspectives.

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  • Schuler, Sandra (2010): Analysis of Customer Satisfaction. The Case of Sattel-Hochstuckli AG. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Customer satisfaction has become increasingly important in the last years. Nowadays, companies focus on customer satisfaction as it is related to customer retention, customer loyalty as well as company profitability. The company Sattel-Hochstuckli AG, a recreational area in central Switzerland, has not put great effort into the topic of customer satisfaction so far. Therefore, a profound analysis of the status quo of customer satisfaction is essential in order to make improvements in the future. This Bachelor thesis contains four different parts. Firstly, essential theory regarding customer satisfaction was reviewed. In a next step, customer surveys for the winter and summer were developed. This was followed by the conduction of the summer surveys with 420 guests. The data gained was statistically analysed and recommendations for improvement concluded. This thesis provides Sattel-Hochstuckli AG with essential information about the satisfaction of their customers. From these findings, Sattel-Hochstuckli AG will be able to recognize where improvement and change is needed in order to remain competitive in the future.

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  • Schurte, Michela (2010): The future development of non-hotel accommodation in the Principality of Liechtenstein. The case of Campsite Mittagspitze. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Consumer behaviour has changed during the last years and campsite tourism faded from the spotlight for a short period. Today outdoor fans have rediscovered camping with its many outdoor activities and increasing standards. Campsite Mittagspitze opened its doors at the right time, when camping tourism was booming. However, the needs of the guests are different today than they used to be. For this reason, Campsite Mittagspitze realized that a different infrastructure should be implemented, as well as new offers created. Therefore guests at the campsite were asked about their needs, and expert statements were included in order to find out general trends in camping tourism. Constructed on the historical background of non-hotel accommodation, to which campsites belong, this work is about campsite tourism and its development over the years. As a framework, non-hotel accommodation is covered and this Bachelor thesis shows where the trend of this sector lies in the future.

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  • Schwegler, Simon (2010): Applicability of Yield Management in the Alpine Resort Operation Business. An Examination using the Case of the Orascom Resort «Andermatt Swiss Alps». Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Integrated resorts offer a complete range of vacation services to their customers. All services in the resort, including accommodation, amenities and dining are provided by the resort owner or by appointed contractual managers, such as large hotel chains. The resort amenities program represents the revenue positions of a resort operator. In order to maximize revenue, this amenity program constantly needs to be optimized. One possible approach, which has not been researched yet, is to implement a yield management system. The main goal of this Bachelor thesis is to verify which segments of a resort could be managed with dynamic pricing methods and to what extent. In order to give a valid statement in this matter, both disciplines, resort management and yield management, are covered with literature research and, in the second part, a yield management applicability model is used to test each revenue generating amenity of a resort for the applicability of yield management. As a test sample, the large scale resort Andermatt Swiss Alps, which is currently under construction, was chosen. The test results provide implications for the further development of the operation strategy of the resort, the amenities program and hotel management contracts.

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  • Stadler, Sonja (2010): Low-cost carrier or network carrier?. The decision of flight passengers. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: During the last decade, traditional network carriers have been challenged by the rapid growth and rising market share of low-cost carriers. Especially on short-haul routes, network carriers have been forced to alter their strategies in order to remain competitive. Therefore it is vital for airlines to gain knowledge about the needs and preferences of their customers in order not to lose them. By understanding how passengers decide between different flight carriers, airlines are able to customize their product and thus make it more attractive. In order to ascertain passenger characteristics and flight preferences, a survey at Zurich Airport was conducted with both low-cost and SWISS passengers. The questionnaire contains a choice question according to the choice-based-conjoint-analysis with which it is possible to detect the partworths of certain airline attributes. The first part of the paper is dedicated to existing literature and theory about customer value in air transport, passenger choice behaviour and airline pricing models. This is followed by an empirical part as well as an analysis and discussion of the results obtained.

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  • Stauffacher, Bettina (2010): Analysis of financing and sponsoring concepts for world music festivals. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: A sound financing and sponsoring concept is crucial for festivals of any kind. World music festivals have to rely on financial partners in particular, as the financing of the concept with ticketing is problematic. Hence, the development of reliable and long- lasting partnership with sponsors and financiers is a main pillar for the success of world music festivals. This requires a systematic approach to deal with the uncertainty and complexity of financing and sponsoring. In the last decades, academic research in this field has become popular and therefore the know-how of both sides of the partnership has increased. However, in literature no guidelines exist which take the specific issues of world music festivals into account. This study evaluates important factors in the field of financing and sponsoring of world music festivals. In a first step, a theoretical discussion is outlined. Afterwards, two case studies on world music festivals in Switzerland are presented. Finally, a benchmarking and best-practices concept provides recommendations for festivals. As a result, this study provides a strategic approach for financing and sponsoring concepts of world music festivals.

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  • Stübner, Ted (2010): Developing the student market for Alpine skiing. An investigation of the demand for special winter tourism products among Swedish students travelling to the Alps for skiing. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Swedish students are a market segment with restricted economy but with flexibility regarding time. Lion Alpin is seeking to attract more students, preferably groups, during weeks 2-6 in the low season. A better understanding of students as consumers will help Lion Alpin to become more successful. This Bachelor thesis consists of an introduction, a theoretical part, and also an analysis of the travel behavior of Swedish students. There is plenty of literature about tourism consumer behavior in general, but little research has been done with regard to Swedish students as tourists. Therefore, one of the main objectives of this paper was to investigate travel and consumer behavior among Swedish students. An expert interview was conducted and a survey for students created to find this out. The interview was conducted with a former customer of Lion Alpin and the questionnaires were collected from Swedish students all over the country. Later on, the empirical data was compared to the theory in order to detect differences and similarities. In the final part, this report supports some of the existing knowledge and gives recommendations how Lion Alpin can attract more students.

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  • Tinner, Daria (2010): How to create beds in a rural Swiss tourism area. Potential and Constraints. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The main focus of this Bachelor thesis is to analyze the potential and constraints of an additional hotel in Safien. Safien is a remote village in the Grisons, specialized in nature-based tourism. The main questions are what the commitment of the population is regarding an additional hotel and what such a hotel could look like with respect to organization, infrastructure and additional services. A final question is what additional added value could be generated. The thesis is structured on the two main pillars, hotel and tourism. To answer the above questions, three different analyses were made. Firstly, in-depth interviews with the local population were conducted in order to find out their commitment and give suggestions for a possible organizational form. Secondly, different hotel concepts were analyzed and compared in order to find out what kind of infrastructure was required. The third analysis concerned the added value for the village; the net value added for the village without a hotel was compared to the net value with a hotel. The results led to suggestions for the planned project.

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  • Trachsler, Simon (2010): A feasibility study of a chairlift at the «Sollegg» in Appenzell. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Tourism is affected by constant development of new attractions and infrastructure. The motives are to strengthen the attractivity of a destination, the utilisation of a special value or to ensure the long-term existence of a company. With the idea of a chairlift at the Sollegg, all three aspects are affected. On the one hand, the Skilift Sollegg AG, which operates a skilift there, wants to ensure its continuity and on the other hand, Appenzellerland Tourismus AI aims at creating a new product which would increase the attractiveness of the village Appenzell as a tourism destination. Both companies propose to exploit the value of the Alpstein, which represents one of the most important places to visit in the Appenzellerland. This Bachelor thesis aims to show possible financing methods, as well as approaches for feasibility studies towards tourism infrastructure. Beside a literature review, the research contains expert interviews, in which the requirements and expectations of key stakeholders and possible pitfalls are examined in order to improve the likelihood of success of the project. Finally, all aspects are applied to the feasibility study for a chairlift at the Sollegg.

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  • Uhl, Viktoria (2010): Optimal distribution channels for a prospective Russian customer segment at Park Hyatt Zurich. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Guests travelling from Russia have grown to be a very attractive visitor segment for the Hotel Park Hyatt Zurich over the years. Great growth potential and spending nature of these customers can be identified as two main reasons for this interest. It has, however, become very difficult to understand the online behaviour of this group and to identify their preferences when booking a hotel. The author of this Bachelor thesis was given the assignment to analyse these issues and to identify what the optimal distribution channels for reaching these clients are and whether they book directly or by means of intermediaries. In order to do this, a great deal of research was done on the subject of distribution channels, overview of the tourism industry and on the issue of cultural differences between Switzerland and Russia. Furthermore, several interviews with experts from the tourism industry in Moscow were conducted and the needs of Russian tourists analysed by obtaining an independent overview of the tourism organizations in Moscow. This paper gives an impression of the tourism industry in Russia and proposes best ways to distribute its services to Park Hyatt Zurich.

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  • Ulrich, Barbara (2010): New Service packages for the «Titlis Resort» in Engelberg. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In 2012, the Titlis Rotair is planning to open a new resort village called «Titlis Resort». The aim of this Bachelor thesis is to assist the management of Titlis Rotair in identifying new service packages for target client groups and to evaluate models for cooperation with external partners. The thesis comprises an introductory chapter, in which the research is explained, a literature review section which deals with the theory of new business models in tourism, case studies and the theory of service packages and an analytical part, which evaluates cooperation models of other appropriate mountain railway companies and hotels. In conclusion, this thesis compares literature available with the results of the analytical data based on an online survey to establish whether service packages can be recommended and which business model is most efficient.

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  • Vollenweider, Andrea (2010): The development of a sustainable market strategy for golf travel. The case of «The Golf Butler». Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: A small company such as The Golf Butler is faced with two main challenges in order to survive on the market; one, growing competition within the golf travel industry, secondly, the customer who is more experienced than ever and therefore harder to please. The main goal of a company is to launch customised and innovative products or services which convince customers to buy them. The aim of this Bachelor thesis is to determine a specific market strategy and to develop services and packages for golf travel in potential destinations. A professional understanding of the golf market is essential and therefore an analysis of the golf industry, its trends and competitors were analysed within the theoretical part of the thesis. In order to gain profound insight and practical knowledge, in-depth interviews were conducted. Moreover, an online survey with 320 responses was collected to find out about the specific requirements and needs of golf travellers as well as their desired destinations. Finally, the theory and empirical data derived from the survey and expert interviews were interlinked in order to make recommendations for the future. In brief, this study provides specific ideas and expands The Golf Butler's range of products.

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  • von Euw, Christoph (2010): Development of an Online Marketing Concept for a Barge Chartering Operator. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: With the growth and development of the Internet, online marketing has become very important for the tourism industry. However, to implement online marketing in a small-sized enterprise with limited resources, it is essential to understand the online market place and the most important tools of online marketing. This paper is divided into an introductory part, a literature review and an analysis, including online marketing in practice and a market analysis. Even though existing literature covers a vast amount of online marketing strategies, the objective of this Bachelor thesis was to develop an online marketing concept suitable for a small-sized barge charter operator in Amsterdam. By carrying out a comparative case study, a market analysis and a competitor benchmark, the practical approach in the industry as well as the potential of online marketing for a small-sized company was analyzed. Another aspect, which was mainly observed in a literature review, was the impact online marketing has on a company’s marketing strategy and marketing mix. The findings of the literature and empirical research built the basis for the finally developed online marketing concept.

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  • Vonmoos, Marlene (2010): How to Merchandise UNESCO World Heritage Sites in Switzerland Effectively?. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The UNESCO World Heritage sites are of major importance for the tourism industry since they benefit from worldwide awareness and contribute to the cultural diversity of Switzerland. Nowadays, more and more destinations have recognized that these sites represent a huge potential for attracting visitors and therefore add value to the region. However, in order to do this successfully, it is necessary to establish the necessary infrastructure and touristic offers in order to satisfy touristic needs. This Bachelor thesis aims to elaborate new ways of merchandising the World Heritage sites in Switzerland successfully. The current situation of national and international label usage, its potential, and the benefits for service providers will be analyzed. The thesis is divided into three main parts: Firstly, a theoretical part in which existing literature and the present situation are analyzed, secondly, an empirical part, in which the methodological procedure is outlined and case studies of two different World Heritage sites are presented as well as interviews conducted with experts from different industries. Finally, the knowledge gained will be transferred into recommendations how to fully use the given potential of this strong label in order to create sustainable and qualitative tourism.

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  • Walter, Ruth (2010): Development of a marketing and sales concept for MICEservices in Swiss cities. The case of Bern as an international congress destination. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The meeting industry, including meetings, incentives, conferences and events, has grown steadily in the last years. The number of companies entering the market is increasing and also competition among Convention Bureaus (CVBs) is becoming harsher. Therefore, an effective marketing and sales strategy is essential. Although sufficient research on the meeting industry has been conducted, literature on effective marketing concepts for congress destinations is rare. The aim of this Bachelor thesis is to develop an appropriate marketing and sales concept for Convention Bureaus of Swiss cities with focus on attracting international congresses. In a second step, this ideal concept is adapted and tailored to the destination Bern. To this end, different trends and challenges facing the industry, as well as innovative aspects of marketing concepts are identified by conducting expert interviews. Finally, Bern as a congress destination is analysed and compared to three other cities on a cantonal (Interlaken), on a national (Zurich) and on an international (Graz) basis. From the theoretical part and the benchmark analysis, recommendations and proposals for the destination Bern are made, which define the outcome of this thesis.

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  • Wanner, Marco (2010): Process optimization in the service sector by using Kaizen. The case of Swiss International Air Lines. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The airline business is highly competitive and the pressure on costs as well as increased service expectations of premium travelers has been rising continuously. In 2006, SWISS decided to introduce Kaizen (a Japanese term meaning "improvement") and the lean management principles to counteract the very tense market situation. Since 2006, more than 130 Kaizen workshops have taken place in almost every department of the company. Workshops have become the main part of the Kaizen activities, supported by marketing campaigns such as posters, intranet pages and road shows. To evaluate the success of past activities and especially the workshops, a questionnaire was sent to recent workshop participants. Based on the results of the questionnaire, interviews with Kaizen experts were conducted to obtain profound knowledge of the situation. The main goal of this Bachelor thesis is to give recommendations for further developments of Kaizen within SWISS, based on previous findings and a literature review. It can be said that regardless of whether considering the survey and interviews or not, it is essential to see Kaizen as a long-term strategy, which requires the full commitment of its top management. Only this ensures the successful establishment of the Kaizen philosophy within the corporate culture of SWISS.

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  • Weber, Seraina (2010): Development of Strategic Marketing Concept for Candidature of Youth Olympic Games Lucerne 2020. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Initiated by IOC President Jacques Rogge, the IOC members approved the project «Youth Olympic Games» in 2007. The target group are young athletes between 14 and 18 years of age, and its aim is to make young people enthusiastic about participating in sport and taking on the Olympic values. The first summer games will take place this August in Singapore. The first winter Youth Olympic Games will be hosted in 2012 in Innsbruck. A group of initiators aim to bring the winter Youth Olympic Games of 2020 to Lucerne. This paper consists of three main parts: The literature review which forms the basis for the thesis, followed by a methodology section. The third part is dedicated to the identification and discussion of critical success factors regarding the three main topics – sports, culture and education program, and cooperations. Sports and the culture and education program are two themes of the candidature file. Cooperations are not a theme of the candidature file itself even though they were integrated because of their influence on the whole event. The critical success factors were established through expert interviews. Finally, the thesis should have a supportive function for the development of the candidature.

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  • Weber, Walter P. (2010): Economic value of the speed skating rink in Davos. Tangible and intangible effects. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The ISCD would like to revive the rich tradition of speed skating in Davos by constructing an artificial ice rink. In this Bachelor thesis, the added value which could be generated for the club and the city due to the operating of the rink will be examined. In particular, the potential economy and image effects resulting from training camps and international professional competitions are of interest. After a brief introduction into the world of speed skating, the thesis starts with a literature study which presents evaluation tools and methods for measuring added value within a region as well as tangible and intangible effects. Although many value studies have been made in the field of sport, very little data on speed skating is currently available. Ensuing parts of the paper are the methodological explanations of the research which was done, consisting mainly of a questionnaire to the associations affiliated to the International Speed Skating Union (ISU) and two expert interviews with the management of the Davos Destination-Organisation (DDO) and the ISU speed director, followed by an analysis of the research, which, in the final chapter of this thesis, is brought together to assess the expected real case effects.

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  • Widin, Eliane (2010): Health and vitality in tourism. The historic roots and future potential for the holiday region Meraner Land. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Being healthy and active has become a major concern of today’s society, and wellness is one of its key terms. Health tourism is booming and it promises competitive advantages for those who manage to jump onto the bandwagon. The city of Meran had a glorious period of healthcure tourism around 1900, when the rich and noble visited the destination for its curative climate, but this brand faded over the decades. The leading question of this Bachelor thesis is to discover how these two circumstances can be brought together purposefully, so that the holiday region Meraner Land can position itself successfully in the health tourism market. After an introduction into current literature, the paper focuses on five pillars: A STEEP analysis focuses on the impact of surrounding spheres, the product analysis reveals existing healthrelated products and services in the Meraner Land, the most salient stakeholders in tourism and health were interviewed in face-to-face meetings, tourists of the Meraner Land were asked via internet survey about their expectations and a benchmark analysis sheds light on other health destination strategies. These five pillars lead to a catalogue of measures and recommendations for a successful positioning strategy in health tourism.

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  • Wieland, Dario (2010): Innovative Customer Relationship Management to Improve Customer Retention and Customer Acquisition. A new approach for Vögele Reisen. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: This Bachelor thesis is concerned with innovative customer relationship management (CRM).The goal is to improve customer acquisition and customer development of Vögele Reisen, a Swiss direct selling tour operator. As they have faced increasing acquisition problems and increased competition in last years, there is a need to improve their CRM. Currently, the company does not have a clear CRM strategy nor has it established effective activities or tools. Therefore they are looking for new tools and approaches in order to improve customer acquisition and development. The thesis concentrates on customer value management and segmentation issues as well as campaign management in order to foster effective customer acquisition and development. Data management is a further key issue, covering data collection and data mining subjects. Beside literature and case study results from successfully established CRM approaches, interviews with experts from different industries have been conducted. The interviews cover all above-mentioned subjects and provide concrete data and practical approaches. Finally, secondary data and interview results are linked together, leading to generating a theory which forms a basis for recommendations.

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  • Winkler, Caroline (2010): Freizeit- und Sportarena Adelboden AG. Development of a Strategic Marketing Concept with Operational Application Opportunities. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The plans for the Freizeit- und Sportarena Adelboden were made after the closure of the public ice-sport venue in Adelboden. As ice-sport enjoys a long tradition in Adelboden, initiators from the sport clubs supported a new training venue. Later, public voting clearly decided in favour of the realisation and the opening is planned to take place at the end of December 2010. Funding was realised through the main support of the municipality and from the tourism organisation. Due to a large amount of voluntary work and limited financial resources, no detailed marketing concept has been established so far. This was therefore an ideal basis for my Bachelor thesis. The thesis consists of an introduction, a theoretical part, a benchmark analysis of similar icesport venues, expert interviews and finally the application of a marketing and a sponsoring concept. The objective of this thesis is to generate a marketing concept that complies to the overall purpose and goals identified in this thesis. The interviews provide relevant information about the different expectations of the stakeholders. In summary, the concept proposal aims to satisfy all stakeholders and builds the basis for the following sponsorship suggestion.

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  • Zellweger, Anita (2010): Feasibility Study of a Youth Hostel in Appenzell. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The village of Appenzell has a wide range of hotels in the middle-class segment; however, there is a lack of cheap accommodation. As this niche needs to be filled, the aim of this Bachelor thesis is to analyse the feasibility of a youth hostel in Appenzell. The hostel is planned as a substitute for the present youth accommodation with its big dormitories. In the first part, the theoretical structure of a feasibility study is shown, which is used in the main part accordingly to support the case of a youth hostel in Appenzell. This part includes a general description of the market, where also other possible accommodation types are discussed, apart from the Swiss Youth Hostels, followed by an analysis of demand, competitors and supply and an evaluation of the project location. Based on these analyses, a concept will be developed and subsequently a profitability prognosis is made for the planned project. The summarising assessment constitutes the end of the feasibility study. Finally, it should become clear for Appenzell what they need to do and who could be a possible sponsor for this accommodation project.

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  • Ziegler, René (2010): Sales Concept for the Swiss Youth Hostels. Optimizing Sales Activities in Foreign Individual Traveller Markets. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Leisure and business travellers still represent the main customer segments in the hospitality industry. Nevertheless, many hospitality companies have started to target special market segments to make sure that their occupancy rate remains at a consistent level. One of these special market segments is the so-called «Foreign Individual Travellers» (FIT), which signify an important trend within the individual travel segment. The key objectives of this Bachelor thesis are to investigate the nature of FITs and to figure out how the Swiss Youth Hostels can best reach this new segment. The first part of this paper deals with the identification of exisiting and potential FIT markets, as well as with the characteristics of FITs. In the second part, different sales concepts are presented, which target the FIT segment. Moreover, travel intermediaries are brought into focus regarding their function as distribution channels. In this case, they play a crucial role, since they can facilitate the Swiss Youth Hostels to reach the FIT segment efficiently. Finally, recommendations are given concerning further steps in terms of potential cooperation and sales objectives.

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  • Zimmermann, Roger (2010): Communications Concept for the New Experience Path. Positioning a Touristic Attraction. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Tschiertschen as part of the Schanfigg valley intends to adapt their product range. Therefore, they want to provide an additional touristic product. Mainly, daily visitors from several target audiences are aimed to be attracted with the construction of an experience path. The Bachelor thesis processes the steps of a communication concept from the analysis of Tschiertschen’s initial situation to the performance review of the communicative measures. Principally, the experience path operators are provided with an overview of the possibilities in communication. Moreover, the thesis highlights the financial expenditures. Event though, the expenditures might be in excess of the budget, the provided information serve as basis to become aware of what financial resources are needed to market the product properly. Finally, several suggestions for the implementation of the path from planning, financing, designing, to the construction and the sustainable use are given. Therefore, best practice experience paths were analysed and responsible managers in Switzerland and Austria interviewed. Additionally, data has been gathered from interviews with local businesses, the general manager, several visitors and guests of Tschiertschen.

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  • Zubler, Fabian (2010): Opportunities and impediments of direct sales on the Internet. A forecast, illustrated with the example of the manufacturer Mammut. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Internet has become an important platform – not only for private purposes but also for commercial goals. More and more people are in possession of up-to-date appliances and in this way can gain easy access to the Internet; also worldwide E-Commerce usage is growing. Offering products online seems promising business but besides the financial component, other factors come into effect. As a producer of a well-known brand, Mammut would like to have its products on offer for online shoppers as well as on display in shops. The consequences of selling products directly and not exclusively via retail are not foreseeable yet. Even though there is a lot of literature about intermediaries expanding online, not so much is known about what manufacturers can expect by taking such a move. In order to understand what Mammut’s needs really are, internal interviews were carried out and information gathered about problems arising with business partners in such situations. The goal is to develop strategies of how endusers can be approached more directly while keeping friction with dealers low – so as to carry on steady business with them. However, it is not intended to judge whether E-Commerce will be remunerative.

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  • Zumstein, Reto (2010): Timesharing and Fractional Ownership. A comparison between different models. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Timesharing is one of the fastest growing industries in international tourism. Sharing holiday real estate and, in doing so, reducing the purchasing price and ongoing expenses for consumers is not a new phenomenon: Hapimag implemented the idea of timesharing in 1963. However, the potential this alternative funding brings with it is far from exhausted. In Switzerland in particular, the funding of tourism infrastructure through borrowed capital has proved to be increasingly difficult. Often, traditional financial institutions shy away from the prospects of high investments and low returns. Timeshare models could be a genuine alternative to close the budget gap in the tourism industry. In today’s timesharing market, the variety of different models is almost commensurate with the number of providers available on the market. This Bachelor thesis thus aims at providing an overview which compares different models of timesharing and explains their potential from the perspective of various stakeholders, such as the consumer, the developer, or the local community.

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  • 2009

  • Aemisegger, Moritz (2009): How influencing is the bed quality on the hotel decision process of the individual tourist?. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: How is a tourist able to evaluate a hotel, in which he has never been before? Some do rely on word to mouth, some do consult special interest websites and some do bear on newspaper articles. In addition to these sources there is the star rating system, which is commonly used as measure for rating hotels worldwide. To get these stars is simple: the more a hotel can offer its guest, the more stars it will likely get. The Swiss hotel association Hotelleriesuisse is rating Swiss hotels and a survey performed by order of them in 2008, showed that hotel guests would rate hotels by other factors than the already 30-year-old standard. One of the findings was, that a comfortable and high qualitative bed would be most important to the hotel guest. The objective of the thesis therefore was to reflect the actual situation concerning bed quality in Swiss hotels. This has been made through the review of literature and interviews. Additionally a survey was developed and questionnaires from business and leisure guests have been collected and evaluated. With the data gathered, the author then developed a bed concept for hotels together with his principal. This concept will hopefully be implemented successfully in the near future.

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  • Allmendinger, Eric (2009): Creation of a Marketing Plan. Concept for the Museums of Winterthur in the Context of Two Important Reopenings. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The city of Winterthur possesses several museums that hold extraordinary collections of international renown. Yet the number of visitors is rather low and leisure tourism in general plays a minor role. Following refurbishment of two very important museums Winterthur Tourism has decided to use the occasion of their reopenings to launch a marketing campaign in the cultural sector with the goal to attract more tourists. This bachelor thesis should support the organization in its future plans. The aim is to develop a strategic marketing plan for Winterthur Tourism with the main focus on communication. The thesis is divided into three main parts: A profound analysis of the initial situation, the elaboration of a reasonable strategy and the presentation of implementation guidelines/controlling measures. The core of the thesis is the analysis of the role the tourism organization should play and the elaboration of reasonable communication tools that are regarded as most useful to successfully promote the museums in Winterthur.

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  • Bachmann, Rolf (2009): Successful Negotiation in Tourism Projects. A conceptual and practical approach. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Innovative projects such as resorts or new ropeways are of economic importance to an alpine tourist destination. Nevertheless, several alpine tourism projects have been dismissed within the last couple of months. One difficulty seems to be controversial interests of how to use the land the projects are planned to be built on. Innovation versus tradition, economic utilisation versus protection. How is a project manager supposed to negotiate with the stakeholders when facing conflicting interests? This bachelor thesis presents a concept for successful negotiation in alpine tourism projects. The concept is based on two methods. Firstly, literature review of the latest negotiation theories enabled the drawing up of a theoretic negotiation model. Secondly, expert interviews investigate negotiation behaviour in five successful and five unsuccessful projects. To name a few, projects like the Andermatt Resort, the ropeway connection Arosa-Lenzerheide or the resort Radons in Savognin are presented. In addition to the concept, negotiation success and failure factors are derived. Overall, this thesis provides support for moving from ad-hoc to strategic negotiation efforts in alpine tourism projects.

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  • Baier, Daniela (2009): The New National Park Visitor Centre. Analysis and Options for Future Promotion. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Today customer satisfaction is one of the most important issues to stay successful in business. To know the driving factors and motivations of guests’ visits as well as their satisfaction with the attractions is therefore a key element of success for a national park visitor centre. Due to that fact the aim of this thesis is to provide a qualitative analysis of the guests in the new national park visitor centre. More precisely to find out guests’ motives for the visit, their satisfaction about the centre itself and its attractions as well as socio-demographic variables about the visitors. In brief this thesis consists out of a theoretical part, which contains a literature review that analyses environmental influences on national park tourism as well as its economical benefits. The second part of the thesis describes the research design and illustrates the results of 99 guided interviews which were made with guests in the visitor centre in Zernez between March and May 2009. Finally in the third part of the thesis, conclusions as well as recommendations for future improvement are disclosed.

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  • Balmer, Manuela (2009): Chances, threats and how to tap the full market potential in Switzerland, Germany and Austria of worldwide Opera and Classical Music Tours. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Today, many operas and classical music concerts are facing the problem of the obsolescence of their customers. The average age is still increasing. This fact also impacts the Opera and Classical Music Tours, which are a product of ACS-Reisen AG. With this exclusive tours the ACS-Reisen AG acts in a niche market which could in future also be threatened by this demographical change. The goal of this thesis is to find an approach or a method to tap the full existing market potential, which means to attract also customers of a younger segment to opera and classical music tours. This thesis consists of three parts. Firstly, a theoretical part in which the existing literature and recent studies of the target markets Switzerland, Germany and Austria are analysed and compared. Secondly, an empirical part, in which the methodological approach is described and the author interprets the 720 questionnaires in which existing and former customers of ACSReisen AG are interviewed. In a last part, the findings are presented and discussed and recommendations for future changes or products are made by the author.

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  • Baumann, Rahel (2009): Sports events as a platform for sponsors. The case of freestyle.ch. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The freestyle.ch is Europe’s biggest annual freestyle sports event in Zurich with around 40’000 visitors. To enable the realization of such an event, companies need to be found which are willing to sponsor the event. In the course of the current economic crisis, event organizers find it increasingly difficult on the one hand to acquire potential sponsors and on the other hand to commit them in the long term. The aim of this paper is to analyze the freestyle.ch as a sponsorship platform and develop a sponsorship strategy for the freestyle.ch. The theoretical approach outlines findings of sponsorship of sports events out of existing literature. The empirical research comprises an analysis of the sponsorship concept of freestyle.ch, an analysis of the sponsorship activities of current and former sponsors as well as an analysis of the environment, including competitors and future sponsorship trends. The information has been gathered from secondary data as well as from qualitative expert interviews. Based on the findings, suggestions for improvements for a new sponsorship strategy have been developed.

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  • Becker, Petra (2009): Analysis of the Timesharing market in the Mediterranean region and transformation of existing Timesharing resorts into the Hapimag system. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Timeshare industry is one of the fastest growing sectors of the international hospitality industry. The Swiss corporation Hapimag, the external principal of this bachelor thesis, was one of the first developers within this field. The aim of this thesis was to find out how many Timeshare resort in the Mediterranean region exist, which are not run by a major developer. Furthermore, recommendations should be given how Hapimag could transform such resorts into its system. The thesis was subdivided into four major parts. The first part, a system description, aimed to give a clear understanding of the Timesharing market. The second part focused on the market situation in Spain and especially on the Canary Islands. At this, 138 existing Timesharing resorts have been assessed regarding their fit into the Hapimag resort portfolio. Two suitable resorts have been chosen and analysed in detail. The third part aimed to analyse the competitive environment of Hapimag. Within the last part recommendations have been provided on how the transformation could proceed.

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  • Bergamin, Orlando (2009): Development Conception for the Destination Management of Lenzerheide Tourism. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Opposed to the international growth of tourism, alpine destinations in Grison face decreasing overnight stays and shrinking profits. Due to the fragmented tourism structures in Grison, the destinations are in a suboptimal position to deal with the increased competition. Countermeasures are urgently needed. Therefore, this thesis sets out to examine the holidayregion Lenzerheide in order to outline a notion of an ideal destination management. The thesis is divided in a theoretical and a practical part. First of all, the relevant theory about destination management is elucidated. Secondly, the destination Lenzerheide is described and potential fields for improvements are revealed. In order to provide practical suggestions, the next section illustrates the tourism structures of four destinations including their restructuring process. According to expert interviews with the compared destinations, valuable opinions and experiences from practice could be gathered and compared with the theory. Finally, these findings are adapted and transferred to the destination Lenzerheide and thus recommendations for a competitive destination structure are pointed out.

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  • Brändle, Simone (2009): Strengthening the cooperation between SBB, Thurbo and Ostschweiz Tourism through enlargement of the common activities. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: In today’s competitive environment more and more enterprises cooperate to reach competitive advantages. Non-motorised traffic is unique in Switzerland as no other country has such a dense network. Therefore, it is essential to provide touristic products which include bidirectional public transport. The goal of this individual bachelor thesis is to find new ways to strengthen the cooperation between SBB, Thurbo and Ostschweiz Tourism. The paper is structured in three main parts. The first part consists of a profound research on secondary data. This is followed by a situation analysis that allows evaluating the relationship between SBB, Thurbo and Ostschweiz Tourism. The research analysis is based on eleven expert interviews conducted by the author. In addition, a SWOT analysis is realised to outline the strengths, weaknesses, opportunities and threats of the cooperation between SBB, Thurbo and Ostschweiz Tourism. Possible common activities will be discussed in the final part. In summary, the thesis aims to intensify the cooperation between SBB, Thurbo and Ostschweiz Tourism through common activities.

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  • Brogle, Michael (2009): Art in the Stockholm Metro. Marketing Public Art. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Besides the traditional, governmentally initiated funding of public art, the private industry increasingly engages in this field, too. Companies invest in and exhibit public art in their name; entrepreneurial endeavor in public art of such sort serves a direct aim: The corporations intend to profit from the arts’ positive attributes. Public art becomes a marketing tool, enhancing competitive advantages. The thesis surveys the case of SL, Stockholm’s public transport provider. The company’s public art engagement «Art in the Stockholm Metro», a unique underground visual art collection, embellishes the metro environment. SL seeks to increase perceived company value and fulfill its business vision through communicating the art and linking it to its brand. The thesis evaluates the feasibility of this objective and provides suggestions for effective operation with the art. A first part documents the characteristics of public art, art marketing and corporate art engagement in the literature. Next, the thesis examines the organization and «Art in the Stockholm Metro» in detail. Lastly, three interviews with experts and an email survey deliver primary data to verify the hypothesis and locate potential for further success.

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  • Brülhart, Adrian (2009): Visitor Management in World Exhibitions. The Role of Guides in the Swiss Pavilion. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Guides play a fundamental role in the operation of the Swiss Pavilion. Consequently, they have an essential influence on the success of Presence Switzerland (PRS), the organiser of the Swiss presence at World Exhibitions (Expos). Guides welcome visitors, guide them around and represent Switzerland positively. At the last Expos in Japan 2005 and Spain 2008, various problems arose among the team. As a result, to reduce the chances of problems at future Expos, this bachelor thesis pursues three main objectives: determining the significance of guides in the Swiss Pavilion, finding out the profile of an ideal guide and coming up with suggestions for the handling of guides at future Expos. This paper contains an introduction, a theoretical part, a practical section, results, recommendations and conclusions. Whereas the theoretical part analyses literature, the practical part considers interviews as well as case studies. This bachelor thesis gives PRS a better understanding what a guide is and how important he is for the achievement of the Swiss Pavilion and finally of PRS.

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  • de Kort, Miranda M.W. (2009): Cultural Differences between Switzerland and Germany. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: City Night Line CNL AG is a Swiss company situated in Zürich and is a 100% daughter subsidiary of the Deutsche Bahn Fernverkehr AG, which have their headquarters in Dortmund. Management and operational tasks are done together and therefore a close working relationship between the two nationalities exists. The assumption exists that possibly cultural differences play a role in misunderstandings and struggling negotiations. The aim of the research is to outline the differences and similarities of both cultures for a better understanding and cooperation in the future. Firstly, literature is investigated and the general cultures are compared. The empirical part of the research is done by interviews with members of both teams. Based on literature and statements obtained in the interviews, a questionnaire is developed and distributed to the employees of both firms. The objective is focused on the societal culture, experienced differences in culture, and perceptions of the other culture. In summary, this report describes both cultures with the aim to reach a better understanding and cooperation in the future.

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  • Dellenbach, Monika (2009): Conception for a Guest Information System on the Glacier Express. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The Glacier Express is an important institution for Swiss tourism and, regarding its high service quality and prime brand, its exemplary for what Switzerland offers to its visitors. Until today, guests travelling in the train have received tourism-related information via head phones. The guest information system offers information about the historical background, the culture and the most important issues of the region they are driving past. The information is provided in six different languages. The two operating companies of the Glacier Express have expanded their markets and now serve a bigger and more global public. To the growing number of visitors, touristic announcements are currently unavailable in their native language. It was my task to work out a solution that allows the operators of the Glacier Express to encounter this unsatisfactory situation in an adequate way. This paper shows new ways to inform foreign train passengers and presents the latest techniques used to meet their informational needs in a user-friendly way. The goal of the suggested solutions for the Glacier Express is to enhance the quality of service to the foreign customer which contributes to an even more enjoyable trip through the Swiss Alps.

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  • Derungs, Nicole (2009): Can sustainability be a differentiation factor in the Tour Operator Business?. The influence of the sustainability criteria on Travel Buying Behavior. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The successful development in the food or textile branch showed that environmentally friendly and socially bearable produced products are increasingly demanded. The aim of this bachelor thesis is therefore to find out if in tourism there is also a demand for sustainable tourism offers and if this can be a differentiation factor in the tour operating business. Firstly, a literature review is made, focusing primary on the travel buying behaviour and societal changes. Further it consists of a state of research part where contemporary studies about the topic are presented. The empirical section comprises of a qualitative and quantitative research. In the qualitative research four expert interviews were held whereas in the quantitative research a consumer survey was conducted by which 244 consumers were interrogated. The results from both qualitative and quantitative research were consequently compared and contrasted, also taking into consideration the results from previous research studies. Hence, some conclusions were drawn including a section about the integration of sustainable tourism offers in the marketing approach and the requirements for tour operators.

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  • Flepp, Roman (2009): Strategic Destination Development. The Case of Brigels. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Alpine destinations like Brigels are under tremendous pressure. The competition is strong not only on the canton level, but also internationally. Today’s customer can choose between beach holidays in Thailand or hike holidays in Switzerland for almost the same price. Therefore not only national tourism institutions like Switzerland Tourism or cantonal institutions like Graubünden Ferien are challenged, but also the local tourism organisations and even the individual service providers. It is all about providing an exceptional holiday experience and ad value to customers. To do so it is required to create attractive and bookable products. The product management approach seems to be a promising organisation form for destinations in order to meet the expectations on product management issues and positively impact the development of a destination. Therefore product management can be seen as an important strategic destination management task. What product management is, and how it operates on the destination management level, is analysed in this paper. Doing so the author examines if it should be suggested for Brigels to convert into a product management organisation. Furthermore, a product idea for Brigels is developed.

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  • Forster, Jasmine (2009): Incentive Systems for the Online Purchase of Services. Fair tickets for visitors and fair services for exhibitors. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The trade fair supplier Olma Messen St.Gallen has two online services in its service portfolio. On the one hand, exhibitors have the option to order all service components for their fair participation over the internet. On the other hand, fair’s visitors have the possibility to purchase their entry ticket online. These services are supplementary options and do not replace ordinary offline services. However, the majority of all customers still favours offline produced and provided services. This limited utilisation of online services is the challenge Olma Messen St.Gallen faces. This bachelor thesis consists of three main parts. Firstly, the literature review covers different topics which provide a guideline through this paper, namely know-how of online customers, communication, and incentive systems. Secondly, the empirical part involves different approaches to receive heterogeneous perspectives about the given problem. To conclude, recommendations for Olma Messen St.Gallen are made to optimise its internal processes, to improve its communication activities, and to implement incentives to attract more potential customers. As a consequence, different approaches are elaborated to increase the utilisation of the online services.

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  • Friedli, Alexandra (2009): (Pre)Feasibility and Concept of a Leisure Company on the example of the Acquaparco TICINO. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: A group of institutional investors plans to start a business in the leisure industry: A water park under the current project name «Acquaparco TICINO». It has recently been in a decisive phase concerning its relevance, feasibility and profitability. Although the project has already been subject to a rough validation check, there are still many aspects that need to be clarified and investigated more thoroughly. This thesis will represent an attempt to gain a more elaborate picture of the project in regard to various matters and aims to offer some new aspects and perspectives for the contractor and the project team. In order to do so, the project «Acquaparco TICINO» will be subject to four crucial parts of a feasibility study (site evaluation, competitor analysis, benchmark analysis and a financial forecast) and also by analyzing specialities of the water park industry. The obtained results, which are based on literature and web research, as well as telephonic expert interviews, should offer useful insights concerning the water park’s potential for a profitable, successful realization.

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  • Froidevaux, Marielène (2009): Development of a Marketing and Product Concept for professional performance diagnostics of leisure sportsmen. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The sports medicine of the Schulthess Klinik Zürich, labelled by the Swiss Olympic Medical Center, runs a department for performance diagnostics. The performance center provides mainly services for professional athletes. Since there is capacity for more, the performance center likes to adept if there is a need in the market of leisure sports for its services, and especially for the lactate step test. This bachelor thesis consists of four parts; an introductory part, an explanatory part, where the methodology is illustrated, an analytical part, where the internal and external market of the Schulthess Klinik Zürich is analysed and an applicatory part, where a marketing concept is created. The main target of this thesis was, to ascertain if there is a need for the lactate step test in the field of leisure sports. To figure this out, a quantitative positivistic survey was done. 2000 online-questionnaires were sent to participants of the Züri-LaufCup of which 449 people responded. Furthermore, secondary data was taken into consideration. Based on the results, a concept for the product adjustment was developed and a suitable marketing concept was created.

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  • Gadient, Olivia (2009): Attracting Increased Numbers of Russian Guests to the Park Hyatt Zürich. An Analysis of Russian Guest Expectations. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: The number of Russian guests visiting Switzerland is increasing, in fact a journey to Switzerland is seen as a matter of considerable prestige for Russians super rich. As a result of this remarkable influx it is no surprise that Russians in Switzerland are generating up to 20 percent more profit compared to other guests. Whilst there have been many studies and noteworthy books about Russian culture and the Russian character, there has conversely been very little research into the Russians expectations of their holidays and business trips to Switzerland. The author of this thesis sets out to figure out possible ideas that could be introduced at the Park Hyatt Zurich to attract increased numbers of Russian guests, in order to benefit from the considerable spending power these guests’ possesses. In the first part a detailed analysis of the literature available is assessed. After that a brief analysis of the current situation concerning Russians guests in Switzerland is carried out. During the empirical part, expert interviews, as well as an exemplary survey among Russian customers visiting Switzerland were conducted in order to gain a better understanding of what these visitors expect of a five star hotel in Switzerland.

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  • Gmür, Carmen (2009): «Echt Ostschweiz». Elements of an innovative marketing strategy for the promotion of Ostschweiz tourism based on the philosophy of authenticity. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Authenticity has become a buzz word among tourism professionals. However, why only talking about it? Destination managers of Eastern Switzerland have decided on a product range which bases on the philosophy of authenticity: ‘Echt Ostschweiz’. The aim of this paper is to discuss the term ‘authenticity’ within theory and practice in order to give advice on the use of the claim in connection with tourism products. Accordingly, a list of products should be compiled and made bookable. Furthermore, suggestions on how to connect the product bundle with non motorized traffic should be made. The analytical part of this paper comprises a literature review, a competitor market analysis and a customer market analysis. The theoretical approach is aimed to give insight into the notion of authenticity and provide a definition. The competitor market analysis gives a short overview on existing ‘echt’-labels whereas the customer market analysis discusses different aspects of customer demand by means of desk research and an empirical study. Focus is laid on the German speaking competitor market and the Swiss customer market. This thesis raises new questions and challenges the usefulness of the term authenticity as a marketing claim.

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  • Gräub, Matthias (2009): Summer in the mountains. Time for new offers. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Alpine tourism experienced a decline in the last years and is facing several challenges in the future. Alpine areas have to adapt to such challenges, if they wish to remain successful. Especially summer tourism can be seen as an opportunity when facing the expected challenges in future. Services and offers can be copied easily, and therefore a personalized customer relationship is gaining in importance. As an example, the satisfaction of tourists at Schruns-Tschagguns and their unique active park will be measured. For this reason the 'flow concept' was taken into consideration. This bachelor thesis includes an introduction, a theoretical part and an analysis of the tourists in Schuns-Tschagguns. Although various literature about the flow phenomena exist, no research has been done so far in regard to a holiday destination and tourism. This led to the objective to find out if tourists experience a 'flow' while spending time in the active park tent. This 'flow' experience would then have an influence on the customer satisfaction. To sum up, this paper will deepen the knowledge of the tourists spending their holidays in Schruns-Tschagguns, in order be able to adapt the experience.

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  • Grubenmann, Janine (2009): Evaluation for the introduction of hiking as a product for Graubünden Ferien. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Summer tourism has become of great significance to Graubünden’s tourist economy. The hiking market proved to be an important segment since hiking has been declared to boom. The hiker has changed in profile and features altered needs. Due to this development the new target group of a holiday region has distinct requirements on hiking offers. This thesis aims to evaluate if hiking can be introduced as a product capable of satisfying hikers’ current needs and how this product should be promoted. The paper is made up of five parts. At first the initial position is outlined. The second section provides an insight into destination management and marketing of products. Furthermore, it identifies previous studies on the issue of hiking. The third part constitutes the main work of the thesis as the hiking market is analysed therein. It includes an elaboration of the modern hiker and present hiking products. The requirements on a hiking product are then deduced and quality criteria are defined in section four. Following the recommendations for the introduction of a hiking product different cooperation models for its promotion are put forward in the final part. From section three on empirical results of expert interviews are demonstrated.

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  • Grünenfelder, Dominik (2009): Measurement and Impact of Event Marketing. A Case Study for Engadin Scuol. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Everybody talks about it, everybody does it but few measure its impact accurately. Event marketing is a powerful instrument within the communication mix. This is because events create emotions amongst the visitors and therefore are able to deliver a certain message with a larger effect than a normal marketing campaign. Tourism destinations use this instrument not only to attract tourists but also to increase awareness for the destination, to position and brand it. This individual bachelor thesis aims to develop a suitable model to measure the event marketing of Engadin Scuol. It consists mainly of a theoretical, an empirical and a practical part. Firstly, a basis with all the necessary theoretical knowledge about the topic is provided. Afterwards, different measurement models from theory are described. In combination with practical measurement approaches gathered from other tourism destinations an appropriate measurement model for Engadin Scuol will be developed. An analysis of three Engadin Scuol events and their actual measurement will show the gaps to be filled in order to adapt the new model perfectly. To conclude, this thesis provides the instruments and recommendations for a successful event marketing measurement.

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  • Hanimann, Simon (2009): Gay and Lesbian Tourism in the 21st Century – Opportunities, Risks and Development of an Emerging Market. Focusing on Swiss Gay and Lesbian Outbound Tourists. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: Gay and lesbian tourism is not a new niche tourism product that was started by some marketing specialist. The first example of tourism that could be understood as specifically gay goes back to the Victorian period in the 19th Century. The reason why gay tourism exists is simple: gay and lesbian people often live in heterosexual milieus; therefore, they are attracted by vacations which give them the opportunity to express their sexual identity openly. Nowadays, this tourism market has become an important economic factor in the tourism industry, and therefore, many companies want to profit in this emerging market. Nevertheless, since social circumstances have changed the last years, it is important to analyse the gay community’s specific needs today. To research this topic, a survey among gay and lesbian people in Switzerland was offered. This Bachelor Thesis aims to demonstrate what gay tourism truly means, how the gay tourism market has developed in the past, and which opportunities and risks it might face in the future. This paper is linked with the Kuoni brand Pink Cloud, the only travel agency in Switzerland that specializes completely in the gay tourism market.

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  • Hänsenberger, Cinzia (2009): «Alp Tour». A project for the integration of alpine agriculture into the touristic activities of the Säntisbahn. Bachelorarbeit Tourismus. Hochschule für Technik und Wirtschaft HTW Chur, Chur. Institut für Tourismus und Freizeit (ITF).

    Abstract: AlpTour is a project for the integration of alpine agriculture into the tourism activities of the Säntisbahn who initiated the establishment of the «Naturerlebnispark Schwägalp/Säntis» in the Alpstein region. Concluding from the general to the specific, trends in tourism and alpine tourism are demonstrated. As homeland, origin, nature and realness enjoy a rise in interest, agrotourism and its symbiosis in alpine agrotourism hold a high future potential. According to qualitative secondary data, expert interviews and site visits, a systematic product development is executed by designing an evaluation scheme which judges three proposed alpine agrotourism offers for the Schwägalp. For a smooth handling of the occurring opportunities and threats as well as the difficult dialogue between historic alpine agricultural and tourism actors, a strategic course of action is suggested.

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