quanwei_ding.pdf

César Ritz Colleges Switzerland

Master of Arts in Hospitality and Tourism Entrepreneurship

Development advice for Fieschertal

Submitted on:

Wednesday, March 15, 2023

By: Oliver Ding

Student Number: 747980

Student ID: 100667911

Word Count: 2457

Submit to: Olga Larina, Ph.D.

7HO737 Strategic Marketing for Entrepreneurs

Table of content

1. Current Situation of Rural Tourism in Switzerland ……………………………………………3

2. Fieschertal Tourism Resource Analysis ………………………………………………………….. 4

3. Fieschertal Tourism SWOT Analysis ……………………………………………………………… 5

Strengths: …………………………………………………………………………………………………… 5

Weaknesses: ………………………………………………………………………………………………..6

Opportunities: …………………………………………………………………………………………….. 6

Threats: ……………………………………………………………………………………………………… 7

4. Proposals for the development of tourism in Fieschertal …………………………………… 7

4.1. Develop B2B partnerships ……………………………………………………………………. 7

4.2. Develop corporate travel ……………………………………………………………………….8

4.3. Driven by surrounding cities ………………………………………………………………..10

5. Conclusion ………………………………………………………………………………………………… 11

Reference ……………………………………………………………………………………………………… 14

1. Current Situation of Rural Tourism in Switzerland

Switzerland is a popular tourist destination, known for its stunning landscapes,

picturesque villages, historic cities, and cultural diversity. The country attracts

millions of tourists every year, both domestic and international. Swiss country tourism

is a term used to refer to tourism in rural areas outside of the major cities. This type of

tourism includes activities such as hiking, skiing, cycling, and exploring local cultures

and traditions. Some popular rural areas for tourism in Switzerland include the Swiss

Alps, the Lake Geneva region, and the Swiss Jura.

Switzerland has a well-developed tourism industry, with a wide range of

accommodation options, from luxury hotels to budget-friendly hostels. There are also

many tour operators that specialize in Swiss country tourism, offering guided tours

and excursions to popular rural destinations.

That’s despite the severe impact the pandemic has had on tourism, including rural

tourism in Switzerland. Travel restrictions, border closures, and fears of the virus

have led to a sharp drop in visitor numbers. However, so far, with the improvement of

the global epidemic situation, Switzerland has canceled a series of control measures

related to the epidemic situation and has begun to welcome tourists back, and the rural

tourism industry has begun to recover.

In recent years, sustainable tourism has become increasingly important, and

Switzerland has been promoting sustainable tourism practices in rural areas. This

includes initiatives such as using renewable energy sources, supporting local

businesses and communities, and preserving the natural environment.

Overall, Swiss country tourism offers visitors a unique and authentic experience of

Switzerland's natural beauty, cultural heritage, and traditional way of life. Whether

you're looking for adventure, relaxation, or cultural immersion, there's something for

everyone in Switzerland's rural areas. Rural tourism in Switzerland is slowly

recovering from the impact of the pandemic, and the country's focus on sustainable

tourism practices is likely to attract more tourists in the future.

2. Fieschertal Tourism Resource Analysis

Fieschertal is a municipality located in the Swiss canton of Valais, and it is a popular

tourist destination known for its natural beauty and outdoor activities. Here's an

analysis of the tourism resources in Fieschertal:

 Natural beauty: Fieschertal is situated amid the beautiful Swiss Alps, with

stunning mountain landscapes, rivers, and glaciers that attract visitors from

around the world.

 Skiing and snowboarding: Fieschertal is a popular winter sports destination, with

access to several ski resorts, including the Aletsch Arena, which is the largest ski

area in Switzerland.

 Hiking and mountaineering: During the summer months, Fieschertal offers

excellent hiking and mountaineering opportunities, with numerous trails and

peaks to explore.

 Paragliding: The region is also popular for paragliding, with many visitors

coming to experience the thrill of soaring over the Alps.

 Mountain biking: Fieschertal has many mountain biking trails, with varying

difficulty levels, that attract bikers from all over the world.

 Cultural attractions: Fieschertal has several cultural attractions, including the

Aletsch Glacier, a UNESCO World Heritage site, and the Fiescher Museum,

which showcases the history and culture of the region.

 Accommodation options: Fieschertal has a range of accommodation options,

including hotels, chalets, and apartments, catering to the needs of different types

of travelers.

Overall, Fieschertal's tourism resources are diverse and offer something for every type

of traveler. Its natural beauty, winter sports, hiking, paragliding, mountain biking,

cultural attractions, and accommodation options make it a popular destination for

tourists from all over the world.

3. Fieschertal Tourism SWOT Analysis

 Strengths:

1 Natural beauty and scenic landscapes attract a large number of tourists to

Fieschertal.

Well-developed winter sports infrastructure and facilities make it a popular

destination for skiing and snowboarding enthusiasts.

2 A range of accommodation options catering to the needs of different types

of travelers.

The region's cultural attractions, such as the Aletsch Glacier, are UNESCO World

Heritage sites and draw visitors interested in history and culture.

3 A variety of outdoor activities, such as hiking, mountaineering, paragliding,

and mountain biking, appeal to adventure-seekers.

 Weaknesses:

1 Fieschertal's tourism industry is heavily dependent on seasonal tourism,

particularly during the winter months.

2 The town's remote location may make it difficult for some visitors to access.

The limited availability of public transport options may deter some visitors from

traveling to Fieschertal.

3 The town's infrastructure may be insufficient to handle large numbers of

tourists during peak season.

Language barriers may exist for some international visitors.

 Opportunities:

1 The growing trend of sustainable and eco-tourism could be capitalized on to

attract environmentally conscious tourists to Fieschertal.

2 The region's cultural attractions could be further developed to provide more

immersive experiences for visitors.

3 Expansion of hiking and mountain biking trails could attract more

adventure-seekers.

4 Development of new and unique winter sports activities could attract more

tourists during the winter months.

5 Collaborations with other Swiss destinations could create more

comprehensive travel itineraries for visitors.

 Threats:

1 Global events such as pandemics, natural disasters, or political instability

can have a negative impact on the tourism industry.

2 Climate change may lead to shorter winter seasons and changes in the

natural landscape, affecting winter sports and overall tourism.

3 Increasing competition from other popular Swiss destinations may decrease

Fieschertal's market share.

4 Economic instability and changes in currency exchange rates may

discourage visitors from certain countries.

5 Changes in government policies and regulations may impact the tourism

industry.

4. Proposals for the development of tourism in Fieschertal

4.1. Develop B2B partnerships

The increasing competition in the tourism industry and the necessity to find a proper

niche can be challenging for businesses operating in this sector. In the case of

Fieschertal, a possible strategy could be to focus on B2B (business-to-business)

partnerships.

One way to do this could be to partner with other businesses in the tourism industry,

such as hotels, tour operators, or transportation companies, to offer a comprehensive

package of services to clients. This could include activities such as skiing, hiking, or

paragliding, as well as accommodation, transportation, and meals.

By partnering with other businesses, Fieschertal could leverage its expertise and

resources to create a unique and attractive offering for clients. This would not only

help to differentiate Fieschertal from its competitors, but also provide additional

revenue streams and reduce the risk of relying solely on one segment of the tourism

market.

Another strategy could be to focus on a specific niche within the tourism industry. For

example, Fieschertal could focus on offering sustainable tourism experiences, such as

eco-tours or nature-based activities. This would appeal to a growing segment of

travelers who are looking for responsible and sustainable tourism options.

Overall, the key to success in the tourism industry is to differentiate oneself from the

competition and to offer unique and attractive experiences to clients. By focusing on

B2B partnerships or a specific niche, Fieschertal could achieve this and stand out in a

crowded market.

4.2. Develop corporate travel

Fieschertal, being a small municipality located in the Swiss Alps, can develop

corporate tourism by leveraging its unique natural and cultural resources, as well as its

proximity to other major cities in Switzerland. Here are some strategies that

Fieschertal can adopt to develop corporate tourism:

Develop and promote unique corporate experiences: Fieschertal can develop tailored

corporate tourism experiences that leverage its unique natural resources, such as

hiking and skiing tours, as well as cultural experiences, such as visits to local

museums and historical sites. These experiences can be packaged and marketed to

companies and organizations as team-building or executive retreat activities.

Build partnerships with local businesses: Fieschertal can partner with local hotels,

restaurants, and event venues to create comprehensive corporate packages that include

lodging, dining, and event planning services. These partnerships can also help to

cross-promote each other's services and attract a wider audience to the area.

Host corporate events and conferences: Fieschertal can host corporate events and

meetings by leveraging its natural and cultural resources and its proximity to major

cities in Switzerland. These events can include industry conferences, business retreats,

and team-building activities.

Leverage technology to reach a wider audience: Fieschertal can leverage technology

to reach a wider audience by creating a digital marketing strategy that includes social

media, online advertising, and content marketing. This can help raise awareness of the

area's unique offerings and attract more corporate travelers.

Invest in infrastructure: Fieschertal can invest in infrastructure such as high-speed

internet, conference facilities, and transportation infrastructure to make it easier for

corporate travelers to access the area and conduct business.

Overall, by leveraging its unique natural and cultural resources and building

partnerships with local businesses, Fieschertal can develop a thriving corporate

tourism industry that attracts businesses and organizations looking for unique and

memorable experiences.

4.3. Driven by surrounding cities

Fieschertal is located in the Swiss canton of Valais, a beautiful region known for its

stunning Alpine scenery and a popular tourist destination. Fieschertal is surrounded

by well-known tourist cities such as Brig: just 30 minutes from Fieschertal, Brig is a

charming town with a rich history and cultural heritage. The town is home to many

historic landmarks, including Stockalper Palace, a Baroque palace built in the 17th

century. Another city is Zermatt: Famous for its picturesque scenery and world-class

skiing, Zermatt is a popular tourist destination and is about 1 hour and 30 minutes

drive from Fischertal. The town is located at the foot of the iconic Matterhorn, one of

the most famous peaks in the Swiss Alps.

The surrounding cities in the canton of Valais, Switzerland, play an important role in

driving tourism in Fieschertal. Fieschertal is a small community located in a

picturesque valley, surrounded by the high mountains of the Swiss Alps. It is a

popular destination for outdoor activities such as hiking, skiing, and mountain biking.

One of the main ways that surrounding cities drive tourism in Fieschertal is by

providing transportation infrastructure. The town of Fiesch, located nearby, is a

transportation hub for the region, with a train station and a cable car that connects to

the nearby Aletsch Arena ski resort. This makes it easy for tourists to travel to

Fieschertal from other parts of the region, and to access the area's outdoor attractions.

In addition, the surrounding cities offer a range of amenities and services that are

attractive to tourists. For example, the nearby city of Brig has a historic old town and

a number of cultural attractions, while the city of Visp is known for its thermal baths.

Tourists who visit these cities may also be interested in exploring the surrounding

countryside, including Fieschertal.

Finally, the surrounding cities may also promote Fieschertal as a tourist destination

through marketing and advertising campaigns. For example, the regional tourism

office may promote the area's outdoor activities and natural beauty, and highlight

Fieschertal as a great place to stay for those looking for a peaceful and scenic

getaway.

Overall, the surrounding cities play an important role in driving tourism to Fieschertal

by providing transportation infrastructure, amenities and services, and promoting the

area as a tourist destination.

5. Conclusion

Fieschertal is a beautiful town with rich tourism resources, cultural resources, and

mineral resources. Reports in the film suggested that Fischertal could develop tourism

by establishing B2B partnerships with travel companies, developing corporate tours,

and driving through surrounding cities.

For B2B travel, Fieschertal can form partnerships with other businesses in the travel

industry, such as hotels, restaurants, and travel agencies. By working together, they

can offer tourists a more comprehensive and attractive package that showcases the

best of the region. For business travel, Fieschertal can also cooperate with local

companies to promote business travel. This involves hosting meetings, conventions,

and other events to attract business travelers to the region. By offering high-quality

facilities and services, Fieschertal can position itself according to the needs of

corporate events. Promotion in surrounding cities, Fieschertal can also cooperate with

surrounding towns to promote the entire region. By highlighting unique sights and

experiences throughout the region, Fieschertal can attract visitors interested in

exploring the wider region.

In addition, Fieschertal also needs to increase its popularity through several marketing

methods, including online presence, advertising, partnerships, marketing activities,

and tourist referrals.

 Online presence: Creating a strong online presence through a dedicated website

and social media platforms is essential for reaching a global audience. The

website can provide information about local attractions, accommodations, dining

options, and upcoming events. Social media can be used to engage with potential

visitors and share photos and videos that showcase the beauty of the region.

 Advertising: Advertising through various channels such as TV, radio, print, and

online can help promote the region to potential visitors. Advertising can highlight

unique features, local events, and attractions to encourage visitors to explore the

region.

 Collaborations and Partnerships: Collaborating with other businesses and

organizations in the region to promote the area can be an effective way to reach a

wider audience. For example, partnering with hotels, restaurants, and tour

operators to offer package deals can attract more visitors.

 Event Marketing: Hosting events and festivals can attract visitors to the region

and showcase local culture and attractions. Event marketing can include creating

unique and memorable experiences, promotions and discounts, and advertising

through various channels.

 Word-of-mouth and referrals: Encouraging satisfied visitors to share their

experiences with others can be a powerful way to promote the region. Providing

excellent customer service and creating a memorable experience for visitors can

lead to positive reviews and referrals.

By utilizing these strategies, tourist cities around Fieschertal can effectively promote

themselves and attract more visitors to the region.

Reference

Felix, D. et al. (2018) In-situ investigation on real-time suspended sediment

measurement techniques: Turbidimetry, acoustic attenuation, laser diffraction (LISST)

and vibrating tube densimetry. International journal of sediment research. [Online] 33

(1), 3–17.

Anon (2009) Swiss ask pope for climate-change prayer.(Brief article). 45 (22), 4–.

Lin, H.-H. et al. (2022) Can Low-Carbon Tourism Awareness Promote Rural and

Ecological Development, Create Safe Leisure Spaces, and Increase Public Happiness?

A Discussion from the Perspective of Different Stakeholders. Water (Basel). [Online]

14 (21), 3557–.

Li, T. et al. (2018) Business characteristics and efficiency of rural tourism enterprises:

an empirical study from China. Asia Pacific journal of tourism research. [Online] 23

(6), 549–559.

Maria Johann & Sanjoy Ghose (2019) Gender Differences in Tourism Marketing

Product Perceptions. Journal of Emerging Trends in Marketing and Management. I

(1), 241–249.

Osti, L. & Cicero, L. (2018) Tourists’ perception of landscape attributes in rural

tourism. Worldwide hospitality and tourism themes. [Online] 10 (2), 211–221.

Cheng, H. et al. (2020) Rural stay: a new type of rural tourism in China. Journal of

travel & tourism marketing. [Online] 37 (6), 711–726.

Rinaldi, C. et al. (2022) University contributions to co-creating sustainable tourism

destinations. Journal of sustainable tourism. [Online] 30 (9), 2144–2166.