TY - THES AU - Götz, Carmen T1 - Proposed Market Segmentation and Market Cultivation for the Lindt – Home of Chocolate DA - 2018 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Gressbach, Christian AB - Currently, Lindt & Sprüngli is constructing its world of experience “Lindt – Home of Chocolate” in Kilchberg which will be opened in 2020 and is expected to receive 350'000 visitors a year. In order to increase the effectiveness of Lindt – Home of Chocolate's marketing, appropriate market segments have to be identified and channels in order to reach these segments should be figured out. In line with this, the thesis aims to analyze the alteration of market segmentation in tourism and the role of different marketing channels to reach the segments. For the Lindt – Home of Chocolate, a proposition of five market segments is done and a marketing channel mix for each segment is provided. This proposition is mainly based on multiple expert interviews conducted among different touristic players. Furthermore, a customer journey of a visitor from the hub Zurich and corresponding customer touchpoints are examined with the goal of identifying essential customer touchpoints for Lindt & Sprüngli. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -