TY - THES AU - Xiao, Hong Wang T1 - How to attract Middle East and Chinese Tourists on a longterm and continuous Basis to an Exclusive Swiss Hotel T4 - Using Grand Hotel Quellenhof as a Case Study DA - 2004 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Koessler, Phyllis AB - This thesis is an analysis of the Grand Hotel Quellenhof’s products and services, its current and future customers; and it is also a recommendation to the hotel in terms of market strategies and competence improve by targeting the two potential new markets, the Middle East countries and China. The Grand Hotel Quellenhof is a 5***** luxury hotel located in the canton St. Gallen in Switzerland. It is also one of the members of Swiss Deluxe Hotel and The Leading Hotels in the World, with its first and only combination of spa, wellness, golf, and casino in Switzerland. It has currently 50% Swiss guests, 30% German guests, and the rest from the rest of the world. However, it is now planning to target the other totally different market. The hotel knows not much from these two markets, but only the future trends in the tourism industry. As well, it has strong competitors in Switzerland such as Dolder Grand Hotel in Zurich and Hotel Eden Roc in Ascona; outside Switzerland such as aggressive development in the intra-tourism in the Middle East, newly and uniquely branded Singapore. Therefore, it is the essential part of paper to discuss about thought through marketing strategies. For the Middle East market, attending the industrial trade fare in Dubai – Arabian Travel Market and sponsoring the Switzerland’s national commercial advertisement are crucial steps. For the Chinese market, corporations with Swiss-Chinese Chamber of commerce, travel agency associates, and targeting specifically the government officers are very important. Last but not least, there should also be motivation plans for hotel’s human resource to improve its employees in coping with the new market segments. M3 - Diplomarbeit Tourismus M4 - Citavi ER -