SEGMENTING THE SENIOR TOURISM MARKET

Delphine Le Serre
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Delphine Le Serre: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: A comparison between the influences of four subjective ages' variables (cognitive age, ideal age, youth age and discrepancy age) on the senior travellers' behaviours reveals that the discrepancy between the cognitive age and the ideal age is the most influential variable. Particularly, this discrepancy age plays a significant role on senior travel motivations and perceived risks: the larger the discrepancy is, the more seniors would worry about the travel risks and would look for relaxation while on holidays. Besides, the discrepancy age is able to discriminate between the four travel motivations segments identified with a survey conducted on 300 French senior travellers: relaxed intellectual; knowledge hunters; hesitating, non intellectual and non sportive and finally active and open minded senior travellers. This segmentation could help marketers in developing new tourism products for the senior market.

Keywords: Senior consumer; youth age; discrepancy age; travel motivations; senior market segmentation (search for similar items in EconPapers)
Date: 2010-01
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Published in 9th International Congress Marketing Trends, Jan 2010, Venise, Italy. 30 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471584

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