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Marketing Travel Services to Senior Consumers

Author

Listed:
  • Delphine Le Serre

    (ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC)

  • Corinne Chevalier

    (PESOR - UP11 - Université Paris-Sud - Paris 11)

Abstract

Purpose The purpose of this study is to identify the profiles of current senior travelers using accurate segmentation criteria based on ageing and behavioral tourism variables, shown to be useful in gerontology, marketing and tourism marketing literature. Design/methodology/approach A self-complete questionnaire was administered to a work status-based quota sample of 300 senior consumers (retired people aged 50 - 76). Using behavioral variables, cluster analysis was performed. The clusters were then profiled using a discriminant analysis, involving demographic, ageing, and also some behavioral variables not included in the initial analysis. Finally, the current tourism offers were studied, considering the segments characteristics revealed. Findings Four distinct segments have been identified. Each segment differs considerably from one another on a set of variables, including consumer behaviors' variables. Research implications This paper fills a research gap, outlined by several previous researchers in the senior consumer field, by identifying the current senior travel motivations and the role of the subjective ages towards the tourism consumption.

Suggested Citation

  • Delphine Le Serre & Corinne Chevalier, 2012. "Marketing Travel Services to Senior Consumers," Post-Print hal-00879295, HAL.
    • Handle: RePEc:hal:journl:hal-00879295
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    Cited by:

    1. Kyung-Joon Kwon & Li-Wei Mai & Norman Peng, 2020. "Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 10(1), pages 157-183, March.
    2. Roberto Patuelli & Peter Nijkamp, 2016. "Travel motivations of seniors," Tourism Economics, , vol. 22(4), pages 847-862, August.
    3. Sien Leong Liew & Siti Rahayu Hussin & Nawal Hanim Abdullah, 2021. "Attributes of Senior-Friendly Tourism Destinations for Current and Future Senior Tourists: An Importance-Performance Analysis Approach," SAGE Open, , vol. 11(1), pages 21582440219, March.
    4. Yamen Koubaa & Rym Srarfi Tabbane & Manel Hamouda, 2017. "Segmentation of the senior market: how do different variable sets discriminate between senior segments?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 99-110, December.
    5. Athina Nella & Evangelos Christou, 2016. "Extending tourism marketing: Implications for targeting the senior tourists' segment," Post-Print hal-02441474, HAL.
    6. Lu, Jiaying & Hung, Kam & Wang, Lili & Schuett, Michael A. & Hu, Liang, 2016. "Do perceptions of time affect outbound-travel motivations and intention? An investigation among Chinese seniors," Tourism Management, Elsevier, vol. 53(C), pages 1-12.
    7. Olejniczak Tomasz, 2021. "Innovativeness of Senior Consumers’ Attitudes – An Attempt to Conduct Segmentation," Folia Oeconomica Stetinensia, Sciendo, vol. 21(1), pages 76-91, June.
    8. Xumei Pan & Zhaoping Yang & Fang Han & Yayan Lu & Qin Liu, 2019. "Evaluating Potential Areas for Mountain Wellness Tourism: A Case Study of Ili, Xinjiang Province," Sustainability, MDPI, vol. 11(20), pages 1-15, October.
    9. Cristina-Elena ALBU, 2013. "STEREOTYPICAL FACTORS IN TOURISM -Literature review," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 5-13, May.
    10. Robert Zniva & Wolfgang Weitzl, 2016. "It’s not how old you are but how you are old: A review on aging and consumer behavior," Management Review Quarterly, Springer, vol. 66(4), pages 267-297, December.
    11. repec:cmj:journl:y:2013:i:28:albuce is not listed on IDEAS
    12. Daniels, Margaret J. & Harmon, Laurlyn K. & Brayley, Russell E. & Vese, Rodney & Park, Minkyung, 2019. "Honor flight: Recognition of preeminent-mature tourists," Annals of Tourism Research, Elsevier, vol. 74(C), pages 95-107.

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