FN ISI Export Format VR 1.0 PT J TI Developing the Lake Zurich Region as a holiday destination for leisure guests AF Konrad, Andrea AU Konrad, A AB Zürichsee Tourismus is responsible for the touristic development and the marketing of the Lake Zurich Region. The region spreads over three different cantons and has its centre in Rapperswil and around the lake of Zurich. The Lake Zurich Region has at the moment by the majority business guests that have in general a short duration of stay of 1.86 nights. This Bachelor Thesis has the aim to find out how Zürichsee Tourismus can attract more tourists in the field of leisure and holiday tourism, which shall result in a more balanced occupancy rate and in attracting guests that are staying longer than one or two nights. To achieve this goal the offer of the region has to be developed further according to the needs and wishes of the tourists, wherefore different ideas and recommendations are provided in this paper. These ideas for new products and different offers are derived from two different methodological approaches namely, from a guest survey on the one hand and from four interviews with experts on the other hand, combined with a theoretical background of consumer behaviour and product development. ER