TY - THES AU - Bossard, Andrea T1 - Analysis of Customer Perceptions of Helvetia's Sponsorship Concept at the Open Air Basel DA - 2018 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Merkle, Thorsten AB - Since 2015, Helvetia has been a sponsor of the Open Air Basel. During this three day event Helvetia is present on site and has a space within the festival area where the company presents itself to visitors. With this engagement, Helvetia aims at increasing the awareness level of the younger generation in Basel. However, finding an appropriate appearance which suits the visitors of the Open Air is seen as a challenge. Moreover, a concept which fits the sponsor's and the Open Air's expectations is needed. This Bachelor Thesis analyses the customer perception of Helvetia's sponsorship concept at the Open Air Basel. The perception of the target group is assessed and analysed via an online survey. The aim of this thesis is to analyse how visitors perceive Helvetia as a sponsor and to derive a suitable appearance for Helvetia. Moreover, the findings lead to recommendations on Helvetia's future sponsorship concept. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -