FN ISI Export Format VR 1.0 PT J TI Benchmarking in Tourism AF Vehlow, Michaela AU Vehlow, M AB In times where competition among destinations is getting stronger, tourism guarantors of any resort should know their own performance level and those of their rivalries. To find out and to understand if or why the tourism performance of the alpine city Chur is competitive, a destination benchmark is developed. The five alpine cities Chur (CH), Innsbruck (AT), Garmisch-Partenkirchen (D), Meran (I) and Brig (CH) will be benchmarked within this thesis. For this purpose in total 50 benchmark criteria, comprising both internal and external destination data will be developed. After gathering the information required, the performance level of the benchmarked destinations will be compared and analysed. The result will be the clear identification of the best practitioner among the five tourism regions. The thesis will be closed with a suggestion plan to the principle, if and how the tourist strategy of Chur should be adapted in order to reach another performance level. Finally, recommendations for the prospective usage of benchmarking as a strategic instrument to Chur Tourism will be provided. ER