Information sources used by older adults for decision making about tourist and travel destinations

Over the past decade, the older market has emerged as an extremely important one because of its increased purchasing power for most consumer goods and services. The tourism and leisure industry is also targeting people aged 65 years and older, because many possess a relatively large share of discretionary money that they want to spend on travel. This has resulted in increasing attention by the mass media and the advertising industry in particular. This paper discusses the main types of information sources that are used by older adults when they make decisions about tourist and travel destinations, and particularly focuses on the importance of word‐of‐mouth sources and personal experiences. It also explores the influence of the mass media on trip decision making for older adults, and discusses the importance of brochures, magazines and television as information sources for older adults. Finally, it critiques the lack of senior models in advertising campaigns for travel products that are aimed at the older market.