TY - THES AU - Schweizer, Caroline T1 - Social Media as a new strategic approach for Bischofberger Info-Reisen DA - 2012 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Stangl, Brigitte AB - With the growth and development of the Internet, social media has allowed for new possibilities in marketing companies. Although there is a high potential for the tourism industry, Bischofberger Info-Reisen has not applied it as a marketing instrument. The purpose of this bachelor thesis is therefore to provide a comprehensive picture of how Bischofberger Info-Reisen could use social media in their marketing activities. The first part delivers theoretical insight into the necessary background information of the diversity of social media and its channels as well as the characteristics of social media as a marketing instrument. The second part provides an empirical content analysis, which focuses on the top tour operators of Switzerland and Germany. Furthermore, expert interviews are carried out in order to investigate their experiences and practical approaches with social media as a marketing tool. With the basis of the literature review and empirical research, the study finally aims at offering recommendations for Bischofberger Info-Reisen. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -