FN ISI Export Format VR 1.0 PT J TI Conception of a Season Independent All-inclusive Day Card for the DMO Schwyz AF Hegner, Claudia AU Hegner, C AB Regularly destination management organisations attempt to determine how customers` attitudes change in order to adapt to their needs. Simultaneously, tourism companies focus on customer relationship management. One product which is strongly linked to CRM and which belongs to one of the fastest developed products and marketing concepts are benefit cards or customer cards and this approach is followed by destinations as well. The destination Arosa is a pioneer in Switzerland when it comes to the introduction of all-inclusive packages in summertime. In 2003, Arosa invented the first destination card for every holiday guest namely day and overnight guests. The aim of this bachelor thesis is to develop a conception of a destination card for the DMO Schwyz to stimulate tourism in canton Schwyz. Qualitative interviews with representatives of existing destination cards and a cost-utility analysis has shown which model would best fit for Schwyz Tourism and its tourism service partners. A conception for the SchwyzCARD was developed which involves recommendations for strategic decisions in order to ensure a successful introduction and operation of a destination card in canton Schwyz. ER