TY - THES AU - Heldstab, Daniela T1 - Concept Development for the Ambassador Partnership between the Destination Davos Klosters and Dario Cologna DA - 2022 CY - Chur PB - Fachhochschule Graubünden A3 - Herren, Andreas AB - Davos Klosters is renowned for its diverse offerings in the field of sports, leisure and culture. For many years, the destination management organisation of Davos Klosters has used ambassador marketing to attract tourists to the region. Dario Cologna, a former Swiss cross-country skier, has been a brand ambassador for Davos Klosters since 2012, where he was involved in various campaigns. This bachelor's thesis mainly investigates which campaigns could be implemented in the upcoming months because Cologna's contract has been extended until May 2024. Furthermore, this paper examines the different forms and characteristics of ambassador marketing. After conducting literature research, numerous expert interviews, a survey and a social media analysis, the research questions could be answered and appropriate proposals for the further partnership could be developed. Ultimately, these ideas serve as a foundation, which can be modified according to the preferences of Destination Davos Klosters. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -