TY - THES AU - Muggli, Mélanie T1 - Assessment of the communication strategy used for the Online-Freizeitshop by the SBB RailAway T4 - Concept for enhancing the usage of the Online-Freizeitshop and optimizing its communication tools DA - 2013 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Bergamin, Domenico AB - The internet has become a prominent distribution channel in the tourism industry. With the introduction of the Online-Freizeitshop in July 2012, the SBB RailAway dared to take the first step into B2C e-commerce. One year after the launch of the Online-Freizeitshop, there is a necessity to know if the objectives outlined in the communication strategy could be achieved. The aim of this bachelor thesis is therefore to assess the communication strategy and submit improvement suggestions. The theoretical part gives an insight into the development of a communication strategy and the online shopping behavior. The literature review is supplemented by a customer survey based on a comprehensive research sample of over two thousand respondents. The latter provides precious information concerning the degree of achievement of the objectives outlined in the communication strategy. Finally, suggestions for improvement of the communication strategy are deduced from the findings. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -