FN ISI Export Format VR 1.0 PT J TI Expected and Perceived value of Asian Guests Visiting Switzerland AF Orsolini, Noelene AU Orsolini, N AB The aim of this thesis relates to the case study on Titlis Rotair in Engelberg, Switzerland. The main goal thereof is to identify the expected and perceived values of Asian guests visiting Titlis Rotair. The sub goal is to identify the cultural rituals that can be incorporated in the product and or service thereby giving Titlis Rotair a competitive edge. The final purpose thereof is to present Titlis Rotair with a proposal of additional services that are required by Asian Guests. Since 2000 Europe has received an influx of Asian tourists due to the capitalization and rapid economic growth of many countries in Asia, China and India in particular. Predictions further indicate outbound travel from China alone, to grow at a rate of 12.5% per year, between the years 1995 and 2020. This is three times more than the world wide outbound travel percentage. Titlis Rotair experienced an 80% increase of Chinese visitors over the years 2000 and 2004 thereby highlighting the importance of this market segment. Many service providers are conscious of adapting their products to these growing markets’ perceived needs, however very little research has been conducted on understanding value from the Asian customers’ perspective and thereby offering the guests services that are beyond their expectations. ER