TY - THES AU - Lüdke, Ramona Patricia T1 - Development of an online marketing concept for Bad Zurzach T4 - taking into account its strategic positioning as a health tourism destination DA - 2016 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Kogler, Aurelia AB - The vibrant nature of the online marketing industry with the emergence of new features and instruments, in contrast to the traditional, rather slow-pacing health tourism industry results in a lack of knowledge and uncertainty about the effectiveness and appropriate use of online marketing for a health tourism destination. With Bad Zurzach being a well-known village in terms of health issues in Switzerland, this problem is specifically applied to this destination. With the help of expert interviews amongst health tourism and online marketing professionals and a web-based survey with (potential) tourists, this research proposes an online marketing concept for the tourism organisation of Bad Zurzach regarding its presence in online channels. M3 - Masterarbeit Tourism M4 - Citavi ER -