FN ISI Export Format VR 1.0 PT J TI Marketing Strategy for Liechtenstein as a Hiking Destination AF Büchel, Michael AU Büchel, M AB The thesis focuses on summer holidays in particular on hiking holidays in Liechtenstein. At first the thesis begins with an environmental analysis to find out about the newest trends in the market which have an impact on the tourism industry. The focus is mainly on demographic, economic, ecologic, technologic and political developments. Then special attention will be given to the analysis of the destination itself. All for the tourist relevant aspects of the destination are described and evaluated. Afterwards, the market potential of the hiking market is evaluated and the strengths, weaknesses, threats and opportunities of Liechtenstein as a hiking destination are exposed. Next, an analysis of the direct competitors is made. The main focus of the competitor analysis is set on the product offers and marketing strategy of each destination. After all these analysis, suitable market segments are described and marketing goals are defined. Finally, a marketing strategy is developed and with the support of the marketing P’s (price, product, place, promotion, partnership, physical evidence, people, process and packages) described. ER