FN ISI Export Format VR 1.0 PT J TI Chances, threats and how to tap the full market potential in Switzerland, Germany and Austria of worldwide Opera and Classical Music Tours AF Balmer, Manuela AU Balmer, M AB Today, many operas and classical music concerts are facing the problem of the obsolescence of their customers. The average age is still increasing. This fact also impacts the Opera and Classical Music Tours, which are a product of ACS-Reisen AG. With this exclusive tours the ACS-Reisen AG acts in a niche market which could in future also be threatened by this demographical change. The goal of this thesis is to find an approach or a method to tap the full existing market potential, which means to attract also customers of a younger segment to opera and classical music tours. This thesis consists of three parts. Firstly, a theoretical part in which the existing literature and recent studies of the target markets Switzerland, Germany and Austria are analysed and compared. Secondly, an empirical part, in which the methodological approach is described and the author interprets the 720 questionnaires in which existing and former customers of ACSReisen AG are interviewed. In a last part, the findings are presented and discussed and recommendations for future changes or products are made by the author. ER