TY - THES AU - Weber, Lutz T1 - Positioning Strategy in the Field of Mountain Biking DA - 2018 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Jacobson, Christopher David AB - Mountain biking is a leisure trend that destinations in the canton of Grisons have already reacted to by establishing offers to attract mountain bike guests. The Weisse Arena Gruppe is responsible for creating such specific product offerings for Flims, Laax and Falera. The company markets their offerings and aims to position itself successfully in the field of mountain biking by attracting specific segments of mountain bike guest. This Bachelor Thesis supports the Weisse Arena Gruppe in their tasks by providing recommendations for possible positioning strategies in the mountain bike sector. Therefore, the market and major trends are described. Moreover, an interview with a bike expert has been conducted to enrich the quantitative analysis of existing and potential mountain bike guests of Flims, Laax and Falera. The analysis provides insights on the perceived image of the destination as well as needs and wants of mountain bike guests. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -