TY - THES AU - Hassan, Halden T1 - Target group-specific communication management along the customer journey for selected customer segments of Twerenbold Reisen AG DA - 2021 CY - Chur PB - Fachhochschule Graubünden A3 - Baumgart, Peter AB - The marketing strategy is the central part of companies' communication with their clientele to generate bookings and win new customers. By understanding the communication behaviour of different target groups, corporations can adapt their marketing strategy. This bachelor thesis examines the search and booking behaviour of the existing customer group for a medium-sized Swiss tour operator, mainly silent generation, and the future target audience, the baby boomer generation, aged between 45 to 65. The communication behaviour between these two customer groups was investigated to determine whether Twerenbold Reisen AG's marketing strategy needs to be adjusted. The surveys were individually tailored to the customer group and sent by mail by the tour operator. A total of 3,621 complete surveys were returned for evaluation. Based on extensive literature research and the two surveys, recommendations are given to adjust the communication strategy to reach the future target group. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -