TY - THES AU - Rickli, Kathrina Marianne T1 - New Lift Ticket Structure for Savognin Bergbahnen AG T4 - Reduce complexity and enhance customer loyalty DA - 2015 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Walser, Roger AB - The mountain railway companies operate in a fast changing environment. Decreasing skier days, changes in customer behaviour and the economic situation affect the revenue of the company. Several adaptions, due to changing customer behaviour over the years, lead to a complex and confusing lift ticket structure. Furthermore, nearly all customers of a mountain railway company are anonym. A huge marketing potential is left unexploited. This Bachelor Thesis analyses a new lift ticket structure for Savognin Bergbahnen AG. An algorithm for an optimal non-linear price structure is recommended. Reduction of the complex and confusing ticket structure and enhancing customer loyalty, are the main characteristics. The new structure gives the opportunity to introduce new marketing tools, using internet and other new communication channels. It allows dynamic price adaptions, according to seasonal and weather conditions. With a realistic simulation, the opportunities and threats of the new structure, which can occur, are estimated. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -