TY - THES AU - Sarad, Tarek T1 - Intercultural Aspects in Tourism Marketing DA - 2015 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Root, Gregory AB - The study deals with an in-depth research for the GCC market niche of touristic products that should and can be provided within Lichtenstein. The initial point of the research lays in the inquiry how and whether it would be possible to attract more GCC tourists and to foster regional new business development in the tourism sector. Furthermore, it was crucial for the research to find relevant knowledge as a basis for a new marketing strategy that works fine in the GCC market to attract new GCC tourists. Although, literature has developed suitable models to fully understand the cultural background of GCC residents, but little effort has been made to analyse the situation in Lichtenstein, from a qualitative perspective in order to provide some insights about GCC tourists’ travelling behaviour and their needs. In the final state of the author has developed a wide range of suggested implications that need to be taken into consideration, when developing a specific marketing strategy. M3 - Masterarbeit Tourism M4 - Citavi ER -