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Baby boomers turning grey: European profiles

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  • Borges Tiago, Maria Teresa Pinheiro Melo
  • Couto, João Pedro de Almeida
  • Tiago, Flávio Gomes Borges
  • Dias Faria, Sandra Micaela Costa

Abstract

Globally, the senior or “grey” tourism segment is of increasing importance, reflecting a richer aging population with good health and a desire to travel. Though this niche is traditionally described as homogeneous, grey tourism comprises different subgroups. Identifying the profiles, preferences, and behaviors of these subgroups has become an important task for organizations competing to satisfy tourist demands. This study classifies the factors that most influence mature travelers' decisions. Using a database of 3458 respondents from 35 European countries, four new grey tourism market subgroups were identified. These were named “explorers”, “livewires”, “vacationers”, and “homebodies”, to reflect different preferences and behaviors. The implications for destination marketing and management are also discussed.

Suggested Citation

  • Borges Tiago, Maria Teresa Pinheiro Melo & Couto, João Pedro de Almeida & Tiago, Flávio Gomes Borges & Dias Faria, Sandra Micaela Costa, 2016. "Baby boomers turning grey: European profiles," Tourism Management, Elsevier, vol. 54(C), pages 13-22.
    • Handle: RePEc:eee:touman:v:54:y:2016:i:c:p:13-22
    DOI: 10.1016/j.tourman.2015.10.017
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    References listed on IDEAS

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    Cited by:

    1. McKercher, Bob, 2023. "Age or generation? Understanding behaviour differences," Annals of Tourism Research, Elsevier, vol. 103(C).
    2. Isabell Handler, 2022. "Can Senior Travelers Save Japanese Hot Springs? A Psychographic Segmentation of Visitors and Their Intention to Visit Onsen Establishments during COVID-19," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    3. Halpern, Nigel & Mwesiumo, Deodat & Budd, Thomas & Suau-Sanchez, Pere & Bråthen, Svein, 2021. "Segmentation of passenger preferences for using digital technologies at airports in Norway," Journal of Air Transport Management, Elsevier, vol. 91(C).

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