TY - THES AU - Rüesch, Stephanie T1 - How to attract German women to visit the region St. Gallen Bodensee? T4 - A niche-marketing concept for SGBT focusing on the specific market of German women DA - 2014 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Kogler, Aurelia AB - Women tend to be decision makers in a household, in particular regarding travel decisions. Therefore, they are an essential and interesting target group for the touristic industry. Besides, Germany is a relevant market for St.Gallen due to the fact that around 20% of all tourists are coming from this bordering country. Hence, attracting female travellers from Germany is a marketing objective for SGBT. The main purpose of this thesis is to provide a profound insight into this new market segment and to develop offers to appeal more German women. Firstly, the market and its values and needs regarding travelling are examined. In addition, a closer look at the supply side is taken. Based on the findings of a profound market research and situation analysis, new offers to attract German women are elaborated. Additionally, recommendations towards a promising communication strategy for the target group are given. The literature review will be complemented with expert interviews and a focus group discussion. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -