TY - THES AU - Cantu, Ana T1 - Swiss tourists' attitudes towards Mexico as a tourism destination DA - 2021 CY - Chur PB - Fachhochschule Graubünden A3 - Pescia, Lena AB - In Mexico, tourism is an essential part of the economy that depends on neighboring countries. Mexico needs to increase its tourism, attracting other countries. For this reason, this study examines the factors that influence the attitudes of Swiss tourists that have not visited Mexico using variables of destination image, travel motivation, and attitudes towards that destination. Since there are no previous studies that examine specifically Swiss attitudes towards Mexico, the data was collected in two phases; first of all, the qualitative part with four focus groups, and after the quantitative phase through an online survey in Switzerland and analyzed using factor analysis to identify the factors have an effect the travelers’ attitudes survey; subsequently, a regression analysis was done to find the model that fits the best the research. Recommendations will be given to the tourism industry in Mexico to increase the number of Swiss travelers in the country. M3 - Masterarbeit Tourism M4 - Citavi ER -