FN ISI Export Format VR 1.0 PT J TI How to Merchandise UNESCO World Heritage Sites in Switzerland Effectively? AF Vonmoos, Marlene AU Vonmoos, M AB The UNESCO World Heritage sites are of major importance for the tourism industry since they benefit from worldwide awareness and contribute to the cultural diversity of Switzerland. Nowadays, more and more destinations have recognized that these sites represent a huge potential for attracting visitors and therefore add value to the region. However, in order to do this successfully, it is necessary to establish the necessary infrastructure and touristic offers in order to satisfy touristic needs. This Bachelor thesis aims to elaborate new ways of merchandising the World Heritage sites in Switzerland successfully. The current situation of national and international label usage, its potential, and the benefits for service providers will be analyzed. The thesis is divided into three main parts: Firstly, a theoretical part in which existing literature and the present situation are analyzed, secondly, an empirical part, in which the methodological procedure is outlined and case studies of two different World Heritage sites are presented as well as interviews conducted with experts from different industries. Finally, the knowledge gained will be transferred into recommendations how to fully use the given potential of this strong label in order to create sustainable and qualitative tourism. ER