FN ISI Export Format VR 1.0 PT J TI Measurement and Impact of Event Marketing AF Grünenfelder, Dominik AU Grünenfelder, D AB Everybody talks about it, everybody does it but few measure its impact accurately. Event marketing is a powerful instrument within the communication mix. This is because events create emotions amongst the visitors and therefore are able to deliver a certain message with a larger effect than a normal marketing campaign. Tourism destinations use this instrument not only to attract tourists but also to increase awareness for the destination, to position and brand it. This individual bachelor thesis aims to develop a suitable model to measure the event marketing of Engadin Scuol. It consists mainly of a theoretical, an empirical and a practical part. Firstly, a basis with all the necessary theoretical knowledge about the topic is provided. Afterwards, different measurement models from theory are described. In combination with practical measurement approaches gathered from other tourism destinations an appropriate measurement model for Engadin Scuol will be developed. An analysis of three Engadin Scuol events and their actual measurement will show the gaps to be filled in order to adapt the new model perfectly. To conclude, this thesis provides the instruments and recommendations for a successful event marketing measurement. ER