TY - THES AU - Schläpfer, Andreas T1 - Increasing Customer Engagement through Mobile Apps in Tourism Destinations The Case Laax DA - 2018 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Aebli, Annika AB - The term customer engagement (CE) has emerged as an important keyword to describe the emotional connection between a customer and a company. Due to increasing competition and changing customer behaviour, it has become vital for tourism companies to offer additional value to their customers. Technological developments and digital interconnectivity have opened up new communication channels and increased the possibility to interact on a virtual level. Especially mobile apps and gamification elements are increasingly relevant to enhance CE. Despite the awareness about its importance, there is insufficient knowledge on how to increase CE. Therefore, the aim of this Individual Bachelor Thesis is to investigate how CE evolves by using mobile gamification elements and how CE affects customers' behaviour in tourism destinations. This Bachelor Thesis applies a case study in the destination Flims/Laax. The methodological approach involves qualitative interviews with users of the Inside Laax App. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -