Abstract: This study focuses on the hiring process and onboarding process, the critical areas of human resource management, concerning SMEs and expatriates. This research intends to ascertain the difficulties and challenges faced during the COVID-19 pandemic and how the recruiting process has changed during this time of crisis. It is also crucial to examine how hiring managers adapt to the changes and what challenges and opportunities they encountered during the crisis. The theory of the thesis focuses on the expatriates' hiring process and describes the related human resource management practices. This research sought to analyze expatriates' and hiring managers' perceptions of recruitment and onboarding challenges during the COVID-19 pandemic. This study takes a quantitative approach with a survey in sectors: tourism, information technology, and pharmaceuticals, and some expert interviews. The results indicate that there is a significant impact of the pandemic in the hiring process.

Abstract: With the ability to alleviate poverty and improve the lives of Ait Bouguemez inhabitants, mountain tourism has created an opportunity for these communities. Ait Bouguemmez is a valley in Morocco's High Atlas Central with distinct natural, cultural, and social characteristics that could attract tourists. Tourism was just introduced a few decades ago, yet it has become a significant sector. The author employed a qualitative approach to study the important consequences and impacts of tourism activities and how tourism might empower women in the Ait Bouguemez valley. A field research was done with locals, both men and women, with and without tourism experience. Tourism importance is tied to employment and economic return, which is based in the improvement of living standards. Aside from tourism, the respondents emphasised the role of Campus Vivante's educational initiatives in empowering valley women.

Abstract: The airline industry in Europe has been severely affected by the current COVID-19 pandemic due to travel restrictions imposed by many countries around the world, and the movement of passengers has been tremendously hindered. This study analyses the impact of the recent COVID-19 pandemic on the airline industry in Europe and identifies the possibilities to be implemented by the airlines to overcome the crisis and to be prepared for future pandemics. In addition to a literature review, an online survey was conducted targeting airline industry professionals and aviation experts. The data collected from the survey was analysed quantitatively to provide recommendations and suggestions for future pandemic crises. Analysis of the data from the online survey shows that survey participants place great importance on ways and possibilities to manage and overcome the pandemic crisis.

Abstract: The concept of community ownership and other forms of crowdfunding were explored in order to understand its possible application in San Bernardino. The aim of the research was to look into the San Bernardino environment and find possible solutions to redevelop this gem of a destination. Three objectives were set in order to fulfil the aim of the research. Semi-structured face-to-face interviews were undertaken among a sample of 20 stakeholders in the Moesano region, including the owner of the ski resort Confin in San Bernardino. Eight main aspects were analysed in order to answer the research question of this study. From the interviews additional element were retrieved from the data analysis and because of their importance they could be used as inputs for further studies. This study is only the starting point for a future development of the ski resort Confin and the destination of San Bernardino.

Abstract: Climate change is real, and it affects every country in the world today. The increasing volume of literature on the impact of climate on tourism demand is due to the recognition that a more precise modelling of tourism demand must include weather and climate, since they are significant influences on the tourism industry. This study adopts an explanatory research design to explore the effect of climate change on tourism development in Badagry area of Lagos State of Nigeria. The main findings of the social survey revealed that 35 % of the respondents strongly agree and 63 % agree that ‘the rise in the sea level is a threat to the resort’. Also, 28 % strongly agree and 70 % agreed that ‘the unstable weather conditions are a threat to the activities of the resort’. This study provides new insights on the climate change debate in Nigeria and its continuous impact on human life. Keywords: Climate change, Tourism, Tourism development, Climate change adaptation, and Nigeria.

Abstract: The world has been brought to a near standstill by the COVID-19 pandemic. The pandemic has stalled the wheels of industries and commerce worldwide, and the Swiss tourism and hotel industries are no exception. As borders closed and travel restrictions were implemented and enforced in 2020, Switzerland’s normally thriving international tourism industry came to a halt. The abrupt and unexpected travel restrictions due to COVID-19 affected the country’s economy, as well as its citizens. In the past two years, several studies have been conducted and much literature has been produced regarding the economic and social effects of COVID-19, but this research investigates particularly the effects of those restrictions on the employees of the hotel industry and sheds light on the important role of human resource management in dealing with such a crisis.

Abstract: The study applies the AIO (Activities, Interests, and Opinions) segmentation model for senior travelers. The demographic change is omnipresent in many parts of the world and entails an increasing proportion of elderly persons among the population, which are characterized by better health, rising life expectancy, wealth and the eagerness to travel. Due to these reasons, the travel and leisure industry is constrained to increasingly focus on the mature market. The study confirmed the validity of the AIO segmentation model with the help of 35 VALSTM lifestyle statements, leading to a three-cluster solution. Applying the segmentation result to the travel characteristics defined in the consumer decision making process, the clusters can be described in a differentiated way. Various sociodemographic characteristics, the health condition as well as certain travel behavior issues were recognized as being influencing factors for the travel choices of senior travelers.

Abstract: The ongoing trend of annually growing passenger numbers of the airline industry is incompatible with the necessary cutback of emissions in order to mitigate the climate change. The reduction of passenger numbers appears as an effective measure, with public authorities and researchers relying on a modal shift from the airplane to the more sustainable alternative mode of transport train. This research paper aims to examine the travel behaviour of the modes plane and train, and their interrelationship of European inhabitants. Furthermore, it intends to investigate how high a flight fare has to be, in order to achieve a modal shift to the more sustainable alternative mode of transport train, considering a travel distance up to 1000 km. Data is collected through the distribution of an online self-completion questionnaire, including questions about the respondents’ demographic background, travel behaviour, and some price related attitudes.

Abstract: The aim of the thesis is to develop a marketing campaign plan to promote South Korea as a travel destination in Switzerland. The research starts with a literature review by exploring the existing knowledge related to Korea and to marketing campaigns. This allows to gain the basic knowledge before moving further with the research. It then moves to the fieldwork where the author explores the success of the current Korean campaigns by interviewing Korean experts. Following that, four personas are created to discover who could be interested in travelling to the country. This is done by interviewing people living in Switzerland. Finally, Swiss tourists’ experts are interviewed to validate the most promising one. Then, a Web research allows to understand how a marketing campaign plan looks like in theory step by step. Finally, a synthesis of the knowledge gathered through the whole research allows to develop the new marketing campaign targeted specifically on the chosen target group.

Abstract: Alpine destinations have been hit hard by the recent appreciation. The study explores the influence of the strong Swiss Franc on the Grisons alpine touristic destinations Arosa, Davos and Lenzerheide based on standardized customer interviews and overnight stay data. In the three destinations, overnight stays by euro-zone and British customers have dropped almost exactly like the nominal exchange rates. 25% of all foreign customers consider change due to unfavorable value-for-money relations. 42% of all foreign guests have already altered their consumer behavior by spending less money on-site, especially on food and beverages. Destination and accommodation managers should not try to hide the strong Swiss Franc from their customers but support them to get along with it. They should target Swiss and non-European markets, implement customer retention programs, improve hospitality and establish feedback systems.

Abstract: This master thesis takes the chance to combine two very current issues. On the one hand migrant flows that arrive to Switzerland and on the other hand the topic of peripheral communities in risk of collapse due to outmigration and the associated negative consequences. The study focuses on the potential for a socio-cultural regeneration of peripheral regions by the integration of refugees into these communities. The community resilience assessment of Lavizzara in combination with statements from expert interviews present the potential of refugees to enhance community resilience in alpine communities. The biggest potentials in welcoming refugees in Lavizzara and other alpine regions were identified in the recognition and use of opportunities which arise by the integration of migrants. Among the most important factors are processes of cultural innovation, the revitalisation of the local economy which was in decline and sustainable usage of abandoned infrastructures.

Abstract: This research study aimed to connect the two defining areas of shopping and tourism – FOC and its relationship with tourism – in order to identify their so far insufficiently studied interdependencies. This research study is motivated by the following research question: How can a Factory Outlet Center, like Landquart Fashion Outlet (LFO), capitalize on the connection with tourism and position itself in relation to other Factory Outlet Centers (FOCs)? The applicable scope of the research conducted so far has brought about the following research gap, namely FOCs and tourism are two interdependent entities, whereby the current research conducted so far, has yet to define a connection between the two. The final purpose of this research paper was to gain knowledge about Landquart Fashion Outlet, a FOC in eastern Switzerland, and its direct involvement with tourism. This knowledge and findings contributed to the existing facets of shopping tourism on an amplified scale.

Abstract: The purpose of the Master Thesis was to introduce a new creativity tool in the Swiss regional development sphere and build awareness for the tool. To answer the research question an action research approach was taken. This thesis has chosen to implement the Creative Platform as a workshop for finding creative solution to a problem and finding possible courses of action to implement that idea to the regional development strategy of Davos and Klosters. The Platform could not reach its full potential, but has used all available resources in best way possible. However, the participants of the workshop have rated the experience satisfying and very interesting, which means that the Creative Platform has caused some effect on their creativity. Furthermore, two creative ideas have emerged from the workshop, one of which was chosen for implementation. A Multi-stakeholder approach to tourism development has been presented as a recommendation and implemented through 6 courses of action.

Abstract: The Swiss tourism industry is an important economic sector for Switzerland, especially for the Grison’s Alpine regions. Tourism provides about 6% of export income, being approximately 15.6 billion CHF. Since demographic change has had an impact on the tourism industry as well as several industry sectors, this thesis aims to discover if demographic change impacted tourism supply, product development, infrastructure, marketing / communication of destinations. This investigation will also explore the change of the travel behaviour as well as the needs of the baby boomers. With the help of a literature review and 16 semi-structured interviews, the awareness of the respective person in Alpine destinations and the baby boomers was identified. On one hand, the awareness of demographic change is quite high however the strategies of the different destinations are not completely focused on the baby boomer generation. On the other hand, the demand side changed regarding their travel motivation.

Abstract: The Alpine tourism industry has a lower adaptive capacity to climate change and stresses. The industry dominated by SMEs, with many different actors and objectives cannot generate economies of scale and scope. A shared strategic vision by taking advantage of existing networks and integrating several stakeholders in the value chain is crucial. This study implements a system approach to evaluate destination’s resilience building, in response to climate change. The main aim was to develop a data-driven ABM to help gather qualitative data through in-depth tourist interviews, to map the socio-economic network of Surselva-Gotthard region, from a consumer perspective. It is a qualitative case study and a follow-up of an earlier quantitative research by the ITF, which will also use the data to map and analyse the network. 15 interviews were col-lected, a response rate of 19.7%, which indicates its problems in data collection. There is evidence that ABM is applicable in mapping such a network.

Abstract: In Mexico, tourism is an essential part of the economy that depends on neighboring countries. Mexico needs to increase its tourism, attracting other countries. For this reason, this study examines the factors that influence the attitudes of Swiss tourists that have not visited Mexico using variables of destination image, travel motivation, and attitudes towards that destination. Since there are no previous studies that examine specifically Swiss attitudes towards Mexico, the data was collected in two phases; first of all, the qualitative part with four focus groups, and after the quantitative phase through an online survey in Switzerland and analyzed using factor analysis to identify the factors have an effect the travelers’ attitudes survey; subsequently, a regression analysis was done to find the model that fits the best the research. Recommendations will be given to the tourism industry in Mexico to increase the number of Swiss travelers in the country.

Abstract: Lesní Bouda is a mountain hotel located in the Giant Mountains National Park in the Czech Republic. Its managers are not satisfied with the hotel´s economic performance even if they spend seven days a week there. The purpose of this master thesis is to find the best suitable solution that can move the hotel forward and improve its situation on the market. The aim of this study is to recommend which steps should be taken to further the hotel´s development. The primary research consisted of nine semi-structured expert interviews, 151 face-to-face potential guest surveys and 381 on-line current guest surveys. Based on the research, four best suitable strategic alternatives with their business plans were developed in order to suggest the best recommendation with specific steps to the hotel managers.

Abstract: MICE tourism brings economic, social and intellectual benefits to the tourism industry, but also contributes to the destination’s development. Switzerland has been recognised for years as a competent destination within the Europe’s MICE industry. On the other side, Russian business travellers occupy considerable market share due to their performance on the MICE market. However, the travel intensity from Russia to Switzerland leaves much to be desired. The purpose of this master thesis is to deliver the recent knowledge on the Russian MICE tourism to Switzerland. The aim of the thesis is to provide an insight into the characteristics, preferences and current tendency of Russian MICE market. For the research there has been applied a qualitative approach. The market data was collected by semi-structured expert interviews and further results are going to establish fundamental knowledge of the market.

Abstract: This qualitative case study research tends to find out what are the necessary organizational and managerial capabilities required for customer experience management in the hotels. The purpose of the research is to personify the customer experience management components in the context of hotels’ organisational governance. The research focuses on exploring the internal organisational processes and operations of hotel, in order to identify the necessary capabilities and capacities, which are crucial for customer experience management. Therefore, the study seeks to answer the question on what are the underlying organizational processes coherent with customer experience management in hotel and which of them stand as crucial capabilities. The research conducts three data collection methods: documentary analysis, observation and semi-structured interviews of case study. The findings provide a list of managerial capabilities required for customer experience management in hotels.

Abstract: The research addresses the degree of e-learning usage by the Swiss hotel sector, particularly its impact on staff training as well as its economic benefits. Specifically, this thesis discussion revolves around two main points: Firstly, an overview of the current status of e-learning in the Swiss hotel industry. This includes penetration depth and usage patterns in which e-learning is designed and delivered to hotel employees in Switzerland as well as its effectiveness (success factors, best practices, limitations etc). In parallel, the range of utilized tools and suppliers is discussed. Secondly, it provides a forecast on e-learning development and its potential for the Swiss hotel industry as well as a cost comparison of e-learning against traditional forms of training. Primary data are derived from qualitative and quantitative interviews with three groups of respondents: e-learning experts, hotel managers and managers of the Swiss insurance sector. The latter group serves as a benchmark. The reason for this is to compare e-learning usage in Swiss hospitality with best practices in other (service) sectors engaging in massive in e-learning and which face similar customer-facing challenges. Data from other industries help develop a set of recommendations for the hospitality business.

Abstract: This study aims to explore the relationship between social networks and company sites. Working process of social media will be assessed from a broader perspective instead of insight look. Besides, its analysis focuses on the perspectives of social strategy, measurement, organization and technology. The questionnaires target to explore the current situation of Switzerland Tourism Beijing office in the aspects of strategy, measurement, organization and technology›s priority. It finds that the disparity between theories and practices and how to enlarge Chinese market given the Chinese current situation. The limitation lies in how to manage certain social media with the absence of resources. However, free testing tools are not sufficient to finish the whole process of monitoring and analysis and lacking complete plan on social-monitoring objective and strategies. Four useful suggestions are mentioned, namely social strategy, measure-ment, origination readiness, and technology concerns.

Abstract: The ski industry is suffering from a stagnant or declining number of skied days which endangers some cable car companies. Those companies are major players in their local tourism communities. In 2017, an alliance of different cable car companies launched the “Magic Pass”, a season pass comprising numerous ski resorts in the French part of Switzerland to a discounted price for early bookers. The present study aims to assess the impact of this offer on the accommodation demand in local destinations through a comparison of resorts within and outside the alliance. Based on the data of the federal office of statistics, this study provides insights on the gain achieved by collaborating destinations. The evolution of different indicators of the accommodation demand is described. The study emphasizes the needs to understand destinations as a network of stakeholders as well as the powerful effect of horizontal collaboration and flat rate pricing to boost the tourism demand.

Abstract: The Eroica vintage cycling ride is a synthesis of heritage attractions, authentic wine and food, cultural, adventure, and mental attitude content established in the unique setting of Tuscany's Chianti region. A yearly appointment that is officially replicated and widely imitated on four continents. It exemplifies state of the art in the cycle tourism international events business and demonstrates how cycling can serve to enhance and protect the surrounding landscape. Nevertheless, little is known about the event's impact on the region's sustainable development and the ingredients that contribute to its success in Tuscany and could potentially make a difference when exported. Therefore, semi-structured interviews were conducted with a valuable panel of experts and involved individuals to gain insight into this unique event experience. The findings indicate that the authenticity and enjoyability of this event are a result of the coexistence of significant factors.

Abstract: Nepal is one of the popular mountain tourism destinations in the world. The rise of mountain tourism in the country, particularly in Lukla has posed both opportunities and challenges resulting in several social, economic, and environmental consequences. To address these impacts several sustainability measures are implemented in Lukla. Through this study, the author explores the perception of sustainability measures by the stakeholders’ specifically tour operators, tour guides, and tourists, and addresses the knowledge gap that has transpired due to a change in perspective following the Covid-19 pandemic travel restrictions. For that purpose, a qualitative research approach is applied to analyze the data collected from eighteen semi-structured interviews and participant observation methods. The findings suggest that the stakeholders’ have a positive opinion towards sustainability measures followed by an inclination toward the promotion of sustainable tourism development in the region.

Abstract: This evaluation assesses the current quality of the Joint Programme Tourism between the Shanghai University of Engineering Sciences and the University of Applied Sciences in Technology and Economy, HTW Chur. The study programme was established in 2013 and this is the first evaluation of its quality. A mixed method approach has been applied to reach a full triangulation of the current accountability. Hence, quantitative and qualitative data was collected. To collect data an online questionnaire, classroom observations and semi-structured interviews were conducted. The results show that lecturers comply with the teaching quality of the HTW Chur, however the students lack engagement and the necessary level of English to contribute. An analysis of the quantitative and qualitative data lead to the determination of measurements for enhancement of the current accountability.

Abstract: This research paper intends to get an insight of a new topic, mainly to identify and to assess the ecological impacts in the Swiss National Park based on the general ideas found in literature combined with the specific answers resulted from the research. Thereby, the author of this paper desires to provide some new information which could provide some new knowledge to the literature. This research paper will first try to develop a list with general ecological impacts of tourism, followed by a selection of ecological impacts of nature based tourism in the Swiss National Park and an assessment of their consequences. Moreover, the author of paper will investigate the management awareness and taken actions with regard of these impacts and consequences.

Abstract: Innovation processes are important for organizational effectiveness. It is an important asset that enables the organization success in a dynamic business environment, in particular in the hotel industry where it is important to introduce new services to stay competitive. The main question to be answered is: How can innovation processes improve the housekeeping services in a hotel? In order to answer this question and meet the objectives, the researcher has conducted a qualitative study. The method of collecting qualitative data, in the form of semi-structured interviews was used with the employees of the housekeeping department of Grand Resort Bad Ragaz. In total nine interviews were conducted in four different languages. The collected data from the interviews were analyzed and answers were clustered into nodes. Based on the results of the analysis, suggestions and recommendations are provided to improve the housekeeping services through innovation

Abstract: Mobile applications are experiencing a boom. Drawing on this trend, the thesis explores the acceptance of mobile city guides. Based on literature on the acceptance of innovations and mobile applications in tourism, a conceptual framework consisting of product-related and traveller-related characteristics was established. For analysing the influence of these characteristics on the acceptance of mobile city guides, quantitative data was collected using a fully-standardised online survey. The sample accounted for 305 city travellers originating mainly from Germany, Austria and Switzerland. Results show that the acceptance of mobile city guides is very high. The most significant influence can be assigned to the relative advantage as perceived by travellers. Moreover, the age of travellers and their ICT behaviour were of huge importance. Considering the functionalities travellers identified «Location-Based Services» and «User-Reviews/Recommendations» as particularly attractive.

Abstract: Main objectives of this Master thesis are measuring travellers’ overall image perception concerning the destination Bodensee-Vorarlberg in Austria and revealing coherencies between the destination image and new web-based features, frequently applied on the websites of DMOs. Hence, a multi-method approach is used, involving a theoretical summary and a practical application of the Delphi method, the Kano model and the implementation of an image measurement study. As the main result of the research, several correlations have been discovered between development of the ICT and tourism sectors. Nonetheless, application of the Kano model allows decisions concerning the implementation sequence of webbased features, which serves as a guideline for cost- and time-effective improvement of the Bodensee-Vorarlberg DMO’s website, aiming at effectively influencing travellers’ image perception, further differentiating offered products and services from competitors in the future.

Abstract: The researcher’s experience in the hospitality industry accounts for over 12 years. This lasting contribution served as motivation to combine academic aspects of a Master’s degree with knowledge of food and beverage areas. The practicality of combining these competencies under one purposive objective inspired the thesis: “Tourism Awareness through Themed Restaurants. Under which conditions can Themed Restaurants promote a tourism destination? Using primary and secondary data sources, valuable information was obtained from thirteen face-to-face semi structured interviews with themed restaurants› managers and owners, tourism organization employees and Food Tourism Association representatives worldwide. A qualitative method was the key to obtaining valuable information and conclusive results- always keeping in mind consideration of quality criteria for the data collected. The results of this research show that willingness to work in partnerships between tourism organizations and themed restaurants is feasible. An innovative promotion concept was devised, which is a very specialized approach for a new type of tourism advertising. Even though similar approaches have been used in few destinations such as Sweden or Australia, this concept proved the importance of food and decoration authenticity when representing a destination. Furthermore, employees’ responsibility, knowledge and attitude was found to be a key aspect for this concept’s success since cultural representation can only be delivered or maxim-ized through employees’ behavior and knowledge of food and the destination itself.

Abstract: The inbound tourism in Martinique is in decline and needs a sustainable rejuvenation. The theoretical foundation provides with the principles of sustainibility as a new path of development. Then it reviews the Tourism Area Life Cycle in order to analyse the situation and explores the push and pull factors for a useful understanding of the needs of the target segment. Nevertheless, the literature does not offer the push and pull factors needed for rejuvenation. This gap gets filled with a deductive approach of a single explanatory case study based on a mixed method. As a result the escape of the everyday life and adventure and excitement are defined as the push factors and the beach represents the pull factor. These findings from the demand side implies adequate marketing measures. From a supply view, some assumptions have to be made to provide with a supporting policy framework. Finally a sustainable rejuvenation is achieved by taking into account the pillars of sustainibility.

Abstract: Climate change is a global challenge, as it affects the environment on different levels. Mankind is facing an immense task in the upcoming century. Drastic environmental changes are an actual threat for mountain huts, as their existence depends on a stable permafrost ground. In order to limit the impact on the environment and to conserve natural resources, the SAC developed and launched a climate strategy, with the goal of operating mountains huts climate-neutrally in 2040. This research study evaluates the general sustainable perception and awareness of mountain hut operators in the Engadin while implementing sustainable operations in order to achieve the climate target by 2040. A qualitative research method was applied to analyze the opinion of eleven experts on the achievability of operating mountain huts climate-neutrally by 2040. This study aims to provide a practical understanding of sustainable operations in mountain huts.

Abstract: This study explores the consumer experience by examining empirical data collected via a series of semi-structured interviews with business travellers. The study findings indicate that hotel guest experiences constitute both of physical environment and human interaction dimensions. The research findings suggest that business travellers’ experiences are affected by physical environment of the hotel, but also by the attitude of employees. In terms of physical environment, the most important drivers for good customer experience for business travellers are the location and comfort of the hotel, having access to all-inclusive facilities which helps them to feel like home even when they are away. The research findings provide specific implications for hotel executives looking for ways to differentiate themselves from their competitors by creating impressive customer experiences for business travellers. In particular, the proposed framework in this study can help practicing managers understand what the determinants of consumer experience are and how to adapt the services to fit the needs and requests of guests. This paper contributes to the overall understanding of consumer experience by illuminating the experience perceptions of business travellers in a hotel environment.

Abstract: Due to increasing competition in attracting students among higher education institutions, especially in the hospitality sector, marketers must look at tools from the business world to employ in order to remain competitive in the global education market. Inbound marketing techniques are growing in popularity as a means to communicate with potential students but require regular unique content to be created and shared across multiple channels. Quality Function Deployment is a tool used in product development in both manufacturing and service sectors to integrate the requirements of the customer into the design process to develop products which fit the needs of customers. This research proposes an adapted QFD process for use by higher education marketers to identify value propositions of their product, relate them to the needs of their customers and translate them into implementable actions to create customer-centric inbound marketing content.

Abstract: The aim of the research at hand is to investigate possibilities to involve tourists in alpine tourism destinations to create unique vacation experiences. The research includes a substantial literature review about the experience economy and its influence on tourism in alpine destinations. A short comparison about connection to performance studies is included. The second part is dedicated to the results of the primary research conducted in form of expert interviews. Additionally, best practice examples are introduced. The findings of the literature review, the expert interviews and the best practice examples are then used to develop a guideline for tourism practitioners. The implementation of the suggested guideline is shown at the example of the alpine tourism destination Arosa. The findings indicate that authentic personal interaction, co-creation and individual experiences are increasingly important for tourists. These needs need to be considered when developing tourism products.

Abstract: The use of comestible gardens and managers' attitudes in hospitality settings is an issue facing a lack of research. This study aims to find out hospitality managers' attitudes toward the sustainable practice of kitchen gardens and their potential for the hospitality market. Based on literature and attitudes theories such as the learning and cognitive dissonance, interviews were accomplished. The analysis indicated that managers have positive attitudes towards kitchen gardens in hospitality settings. Similarly, managers recognized several benefits and limitations by implementing a kitchen garden at their establishments. Unexpectedly, their preference for growing herbs was higher than for vegetables. Lastly, cognitive dissonances between economic factors and kitchen garden practices were not perceived likely, since managers have earlier learned these practices and created an emotional tie. Further studies are needed to determine the effects of kitchen gardens on consumers' preferences.

Abstract: In recent years, Generation Y has quickly become a major segment of the tourism industry and has also a high spending potential. Thus, it is essential for tourism owners and operators to get to know the unique characteristics and expectations of those customers in order to be able to adapt their practices and cultures appropriately to meet the needs of this generation. According to this fact, the master thesis deals with the question, which adaptations are needed in order to win Generation Y as loyal customers. In order to reach this aim, a detailed literature analysis is done in a first step. This is followed by a structured and standardized online questionnaire via the social media platform Facebook to investigate the travel behaviour of Generation Y. In a further step, the results of the quantitative research are discussed with chosen experts in order to gain further ideas for adaptations. Out of the different information gathered recommendations for adaptations in the hotel industry are given.

Abstract: The Master thesis is dealing with the stagnated tourism destination of Sitia, located in Crete, Greece. The main objectives of the research paper is to discover why this par-ticular destination is stagnated and to identify how the area can be rejuvenated. A thorough review of the existing literature on areas such as destination life cycle, destination management and destination growth theories guides the research and the in-depth deliver the results. The detailed analysis of the results, combined with the theoretical framework are the basis for the provided recommendations. It is suggested that Sitia should take advantage of previously untapped cultural and natural resources in order to differentiate from the competition and promote its uniqueness. Moreover, the author recommends the development of a destination management and marketing organiza-tion and some necessary actions which will improve the business environment and encourage investments.

Abstract: Open innovation is a new topic within the tourism industry and has been receiving more attention from the academic and practical fields in recent years. The tourism industry is often criticized for not being modern for various reasons and is falling behind other industries regarding innovation. Because of enlarged worldwide competition and increased consumer power the industry has started to look for new ways to innovate and create unique tourism products and services. Open innovation is one of the instruments that can be used to increase innovation capabilities within the industry by applying different tools to include external actors and stakeholders. This thesis emphasizes on open innovation within destination management organizations (DMOs) and explores the success factors, challenges, tools, and motivations of open innovation in order to gain more valuable understanding about the topic, both on theoretical and practical level.

Abstract: This master thesis aims at discussing how the current situation of summer tourism in Kühtai looks like and what potential it presents considering resources given and future challenges and opportunities. A review of current literature on alpine summer tourism, network management and future challenges and opportunities for summer tourism is given. Further to this, three other high-altitude examples are described in order to assist in identifying possible opportunities and challenges. Within the chapters three and four the research approach is explained and discussed in more detail. This is followed by the most essential chapters, the results, the practical implications and the conclusion. First, details about the data results gained through the undertaken online survey and the semi-structured interviews with stakeholders of Kühtai will be described elaborately. Second, based on these findings, a rough destination image, a problem analysis and a comparison to other high-altitude destinations is described in order to elaborate Kühtai’s potential for summer tourism.

Abstract: The research intends to investigate the attitude of the host community of St.Moritz towards the FIS Alpine World Ski Championships 2017 and suitable community engagement practices to increase community support. Main theoretical concepts addressed are the role of the host community as a stakeholder of an event, the effects of an event on the host community and the effect of the host community on the success of an event with the concept of community support. To investigate the attitude of the host community towards the event, a survey has been developed on the basis of existing literature. The results enable the organizing committee of the event to clearly understand the attitude of the host community, to identify areas of emphasis to work on and to specify those community engagement measures that are deemed as the most suitable ones. The future-oriented approach of this research allows insights to supplement and influence the organizing committee planning with the aim to increase benefits for all involved parties.

Abstract: Digitalization means new emerging technologies, digitalized processes and customized services. That affects all industries including the hotel industry. Digitalization therefore has a direct impact on the work environment of any employee working at a hotel. This master thesis will investigate how digitalization is influencing the employee’s work-related tasks, skill/competences and technologies in the hotel industry. 16 in-depth interviews with employees from two hotel chains Mövenpick and Accor as well as additional expert interviews will provided insights on possible implications for other hotels and the changing factors from the employee’s perspective. Digitalization has an impact on the task and thus the skills of an employee. Extreme characteristics of skills are expected, whereby jobs at the front might be less influenced. Therefore, a consideration of the hotel as a sociotechnical system shows the interdependencies among human, organization and technology.

Abstract: Alpine destinations face changing frame conditions and hence, service quality and hospitality are increasingly important. However, the success of a tourism destination not only depends on the performance of service providers but also on the residents who are an integrated component of the tourism value chain. Hence, tourism awareness can be regarded as the basis for a high level of service quality since it positively affects the acceptance of tourism and the tourism culture in a destination. The destination Heidiland is not a historic tourism destination with a traditional tourism mentality and thus, tourism awareness is expected to be rather low. This study sets out to analyse and describe the level of tourism awareness in the destination Heidiland aiming to discover the need for action and to deduce measures to enhance tourism awareness. The study is based on a mixed method approach to investigate the attitude of direct beneficiaries (service providers), indirect beneficiaries (residents) and opinion leaders (cantonal council, communal authorities). The literature review has been supplemented by an online survey with 800 residents as well as 30 semi-structured interviews with service providers and opinion leaders from politics and communal authorities.

Abstract: Ski mountaineering is a booming sport, and the importance has risen with the approvement of the International Olympic Commitee to add Ski Mountaineering to the Winter Olympics 2026. This thesis was conducted to examine the potential of ski mountaineering races for event organizers and destinations by analyzing the first edition of the Davos Skimo Festival. Moreover, the differences between a classical race and an event with a fringe program were investigated. The data was collected through a questionnaire with the participants of the Davos SkiMo Festival. Subsequent to the survey, three expert interviews were held to discuss specific points. The analysis indicates a potential for host cities and event organizers in the trend of ski mountaineering. Further the analysis showed that the fringe program influences the Davos SkiMo Festival even though it does not influence the athlete’s motivation to participate in the race or not.

Abstract: The Master Thesis aims at discussing the economic impact of river cruise tourism in Franconia and the attitude of residents towards this tourism sector with focus on Bamberg and Nuremberg. These two cities were chosen due to the fact that Bamberg is a typical stopover destination for river cruise tourism and Nuremberg partly a stopover destination and a destination with embarkation / debarkation. An overview of Franconia and the current market situation of river cruise tourism as well as a review of current literature on the economic impact of tourism and the attitude of residents to tourism are given in chapter two. Within the chapters three, four and five the research approach is explained and discussed in more detail. This is followed by the most essential chapters, the results, the practical implications and the conclusion. First, details about the data results gained through the undertaken questionnaire (cruise pas-sengers), the online survey (local population) as well as interviews with the tour opera-tors and agencies will be described elaborately and conclusions on specific aspects will be explained and summarized. Second, based on these findings, different recommen-dations for the future development of river cruise tourism are carried out. All in all the results of this Master Thesis indicate that river cruise tourism is of economic relevance in Bamberg and Nuremberg.

Abstract: The outbreak of Ebola not only led to several thousand fatalities, but an exaggerated perception of risk resulted in tourists avoiding the whole African continent, which in-creased the need for a recovery plan. Several strategies have been implemented in previous crises by the tourism industry; however, no research is available showing which recovery marketing strategies are effective to approach the perception problem, specifically the effect of generalizing a crisis to a whole continent, shown by tourists. This thesis reviews literature regarding Ebola, perception of tourists and crises plans. Subsequently, the conducted primary research in form of interviews with National Tourism Organizations and a focus group with potential tourists is presented. Afterwards the implemented strategies are compared with the actual demands of tourists to identify effective strategies that will help tourism not to decrease after another crisis and to pro-vide recommendations for stimulating tourism.

Abstract: The tourism industry in Switzerland is struggling with low wage levels and a shortage of skilled workers. It is therefore an industry that needs to differentiate itself from other industries by other means than high wages in order to remain competitive in terms of good and qualified employees. In the present master thesis, practical evidence is provided on the relationship between productivity and employee benefits in the Swiss tourism industry. Therefore, employee benefits of five Swiss tourism companies are analysed in order to investigate how the relationship between productivity and employee benefits shows up in practice. This analysis fills gaps that are not evident in the existing literature. The overall objective is that this thesis serves as a basis for the strategic orientation of Kongresshaus Zürich AG.

Abstract: The attitude-behavior gap is particularly in tourism a well-known phenomenon. The present research paper aims to investigate the attitude-behavior relation in air travel among young people. Based on the Theory of Planned Behavior according to Ajzen (1985), a mixed-method approach with a quantitative core followed by a qualitative assessment is applied. The quantitative data was obtained employing a self-completion online questionnaire. Several correlational hypotheses were tested to evaluate the relation of attitude and behavior respectively intentions towards reducing or avoiding air travel and voluntary carbon offsetting. Additionally, a cluster analysis was applied to identify different consumer groups according to their attitude and behavior. The qualitative data was obtained by semi-structured interviews and aims to explain gaps left out of the quantitative data analysis.

Abstract: To keep up with modern trends and meet their audiences’ expectations, museums worldwide implement different digital technologies to communicate with their visitors and enhance exhibitions. This study aims to provide two of the biggest Swiss art museums – Kunstmuseum Bern and Zentrum Paul Klee – with the recommendations for their digital strategy, which is now at the preliminary stage. The research uses both, qualitative and quantitative approaches. Content analysis, on-site observations and semi-structured expert interviews seek to investigate the digital strategies of the biggest Swiss art museums, as well as the principles and difficulties of its implementation. A quantitative survey aims to reveal the visitors’ attitudes to the technologies in art museums and to evaluate their motivation to use them in the future. The finding will support the museums’ administrations to develop their digital strategy, as well as aims to aid research concerning digitalisation in Swiss art museums.

Abstract: Social and environmental concerns have inspired people around the globe to look for ways to lessen such impacts. Many hotel guests are conscious of environmental pollution caused by hotels' unwarranted use of resources and are choosing to stay at hotels that practice green initiatives. Therefore hotels must implement green initiatives in their operations to attract guests. This thesis surveyed customers' perceptions about the social and environmentally friendly programs in hotels and analysed the degree to which such programs influenced customers' hotel selection. Data was collected by handing self-completion questionnaires to hotel guests, a total of 83 respondents participated in the survey. Results showed that the significant factors that affected customers' hotel selection were: energy and biodiversity programs, waste management programs, water programs by customers' option, water programs in housekeeping, workforce development programs and community development