TY - THES AU - Riedel, Lisa T1 - Regional destination marketing: developing Valposchiavo’s USP – organic agricultural products, gastronomy and retail – evaluation of a concept following the value chain T4 - Development of the marketing concept and testing a draft of label DA - 2014 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Kuhnhenn, Ulrike AB - Valposchiavo is a valley located in the Eastern part of the Swiss Alps. It especially is characterized by an alpine agriculture, which is to a great extent certified organic. Already 80 per cent of all agricultural businesses within Valposchiavo carry the BIO SUISSE «Knospe» label. Furthermore, the high amount of grassland adds to the attractiveness of the region since it conserves the cultural landscape. This is especially interesting for tourism. However, it must be said that these potentials are not fully exploited at the moment. Thus, ideas for Unique Selling Propositions are put forward by this thesis. These are developed by means of interviews with local producers and restaurateurs. Additionally, questionnaires are distributed to the local population and to tourists visiting the region. Moreover, a draft of label is tested, which represents the standards «Bio SUISSE certified», «regional resources of at least 80 per cent», and «regional added value of at least two-thirds». Finally, a comparison of Valposchiavo and the Bioregion Murau in Austria helps to gain further ideas. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -